移动宽带的创新资费策略.pdf

Innovative Tariff Strategies for Mobile Broadband 移动宽带的创新移动宽带的创新资费资费策略策略 移动宽带的创新移动宽带的创新资费资费策略策略 Reference Code: TE011-001071 Publication Date: 28 Feb 2011 Author: Nicole McCormick Ovum is not liable for any perceived changes of meaning that may occur through translation, and that for the avoidance of doubt, the original English version should be referred to for any discrepancies Ovum 不为任何翻译后可能造成的歧异负责，为避免疑义，任何意义分歧皆以英文原版为主。 SUMMARY 摘要摘要 摘要摘要 In a nutshell 核心概念核心概念 核心概念核心概念 Around the world, mobile operators are deploying new pricing models for mobile broadband. These range from basic innovations such as free unlimited Facebook usage to charging schemes that require network intelligence such as quality of service (QoS) prioritization and speed-based pricing. However, many of these charging models come with inherent weaknesses, and we believe that operators should strive for simplicity when determining a pricing structure for mobile broadband services. 移动运营商正在全球部署新的移动宽带定价模式 。这些模式包括诸如免费无限使 Facebook 的基本创新 以及需要网络智能 （例如服务质量优先化和基于速度的定价）的收费安排。然而，大多数收费模式都有 其固有弱点 ，我们认为运营商在为移动宽带服务确定一个定价结构时应该努力实现定价结构的简单化。 Ovum view Ovum 观点观点 观点观点 Pricing is becoming a critical component for operators that are looking to maintain or generate incremental ARPU from mobile broadband services. However, operators continue to introduce mobile broadband tariffs that are too complicated for end users to understand, or masked by marketing hyperbole such as promises of maximum speeds. These tariffs dont help operators to defend or create ad