New ways of doing business in the telecommunications sector
3.
tial users’ interest, knowledge and desire for data services. Oper
Growing user base. Existing users and content providers will increase poten
ators can ac
-
celer
popular on the Internet, as
ate the process by offering mobile access to services that are already
-
lands, KPN
304
has done something similar b
Vodafone did with MySpace. In the Nether-
social network Hyves
305
.
y cooperating with the popular
example,
Several operators have decided to offer flat rates to their customers.
mobile Internet allowing online access from mobile phones, computers and
Telefónica
306
has launched an offer that consists of four flat rates for
For
load limit is ex
PDAs, with unlimited data traffic
307
. The connection speed is reduced if a down-
Vodafone offers its customers Internet browsing using mobile devices for
ceeded, although no additional charge is applied. Meanwhile,
twelv
nection limits.
e euros a month. This fee gives access to the service without time or con-
Nev
off. A clear example can be found in the U
ertheless, offering flat rates is not enough for data services to really tak
.S., which for years has led the way
e
with its r
month (some oper
ange of flat rates for mobile phones, ranging from 15 to 40 dollars a
Nevertheless, this has not brought about a significant increase in the use of da
ators even allowed mobile phones to be used as modems).
ta services.
-
Offering flat r
vinced of the v
ates certainly stimulates the demand when consumers are con
alue of data services, but they are less lik
-
monthly fee for a service they have not ev
ely to be willing to pay a
tractive or adapted to their needs. This suggests that, at this stage, it mak
en tried or that they do not find at-
more sense to clarify user fees and offer flat rates when they are convinced of
es
the value of these services.
It is also important to consider that tr
sence of additional costs to consumers. This is currently becoming a problem for
affic increases exponentially in the ab-
come ev
Internet service pro
en more acute in mobile networks, as their access has an inherent limi
viders (such as the BBC iPlayer in the UK), which will be
-
-
tation.
It therefore appears that flat r
of data services but not sufficient. They must be accompanied b
ates are a necessary condition for the success
network management and attractiv
y adequate
304
KPN: http://www.kpn.com/.
305
Hyves: http://www.hyves.nl/.
pay a fee.
e services for which users are willing to
306
http://www
Telefónica:
.telefonica.es/.
8.1.4. The rise of service packages
Article: “T
307
Noticiasdot.com. 13/06/2008.
Another str
planas ‘reales’ de Internet móvil
elefónica estrena tarifas tomers service packages. Man
ategy that operators can use to increase usage is to offer their cus
y consumers are demanding these kinds of deals,
-
par
y PDAs.
a ordenadores, móviles
”
a wide r
play): fix
ange of which are currently a
ed voice, Internet access and TV
vailable, co
.
vering three core services (triple
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
150
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185