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Cambridge, Massachusetts- May 2, 2012- Mobile operators are able to capitalize on demand for cloud services by bundling those services with their mobile data plans, according to a new report from Pyramid Research (www.pyr.com).
How Mobile Operators in Europe Monetize Consumer Cloud Computing Services analyzes the pricing models for cloud services launched by mobile operators in Europe. It begins by reviewing the existing pricing models and highlighting their limitations for telecom operators. Then Pyramid Research provides examples of how data plans evolve in order to address three key objectives of operators: increasing spending from existing users, retaining customers and attracting new users. Finally, Pyramid’s outlook on emerging models that will enable operators to make the most of their investments in deploying cloud-based services for the consumer market is presented. The report includes case studies of three operators: Telecom Italia Mobile (TIM), Orange Romania and Vodafone Portugal.
View the new Pyramid Preview video highlighting one of the three case studies examined in this report here.
“In the case of heavy data users, for instance enterprise customers, it would make sense for the operator to offer a cloud service for free or on a reduced/partially subsidized pricing plan to drive data traffic,” explains Pyramid Analyst Ewa Romaniuk-Calkowska, “but an average consumer, on the other hand, could be more willing to sign up for a paid service knowing that it won’t affect their data allowance.” “Data plans must be priced high enough to generate a profit for the operator, whatever the amount of data usage allowed, but not so high as to limit the number of end users who will purchase the service,” she adds.
How Mobile Operators in Europe Monetize Consumer Cloud Computing Services is part of Pyramid Research’s Telecom Insider Report Series and is priced at $595. Download an excerpt or purchase the report here. For more information, contact Jarka Justova (for those in EMEA or Asia-Pacific) or Lorena Marani (for those in Latin America or North America).
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