About one-third prefer to be billed by the amount of data used, while nearly the same number would rather pricing plans be based on the amount of time spent using data. Another quarter of respondents say they’d like to be billed based on the specific apps they use, and 10 percent think a combination of all three options would work best for them. Different strokes for different folks.

It doesn’t end with flexible billing and service options, though. Once again, 62 percent of respondents said they were more likely to prefer a digital or communications service provid- er that makes personalised and relevant product recommendations as opposed to those that target them through mass promotions.

This isn’t particularly surprising, since 65 percent also said they look to their social circles to influence their buying decisions. Similarly, 60 percent reported that their buying decisions are directly influenced by tailored recommendations made by digital or communications service providers. Quite simply put, consumers crave personalisation to guide their decision-making.

So what are operators willing to do with this knowledge? They could sit on that information and do nothing, hoping that their competitors do the same and that the status quo remains unchanged. Or they can be the ones to put the power to dictate the buying experience directly in the hands of the consumer, something users are already clamouring for and something that digital and communications service providers are struggling to relinquish control over.

The former means you’re not winning the consumer over but instead waiting for the competition to swoop in and give them what you won’t. The latter gives you potential access to nearly two-thirds of mobile users who want a digital or communications service provider to simply give them more options. Not generalised and impersonal options, mind you, but ones that are the right fit for them as individuals. This opens the door to immense profits for operators willing to take this approach. In the end, it really should be an easy choice.


Ari Vänttinen, Comptel
Moving Telco companies in Europe and Asia from ground to cloud. Born 1969, M.Sc. (Economics). Joined Comptel in 2014, member of Executive Board since 2014. Has previously held various marketing executive and management roles at McAFee and Stonesoft Plc since 2010. Before that management consultant at Talent Partners 2007 – 2010 and marketing management and business development roles at Nokia Networks 2004 - 2007.
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