Friday, 27 April 2018

Sponsorship, content-specific tariffs drive emerging market mobile data use

By Mary Lennighan, Total Telecom
Thursday 25 July 13

Mobile operators need more 'humane way' of offering mobile data, Skyfire says; sponsored access is one possible approach for the future.

Bringing down the cost of smartphones will enable more people in emerging markets to access mobile data. However, simply putting an affordable device in customers' hands will not be enough; if operators are serious about encouraging usage of mobile data in low-ARPU areas they need to think carefully about their tariffs. Some operators have already started offering packages that give users a certain amount of Facebook access…

Bringing down the cost of smartphones will enable more people in emerging markets to access mobile data. However, simply putting an affordable device in customers' hands will not be enough; if operators are serious about encouraging usage of mobile data in low-ARPU areas they need to think carefully about their tariffs. Some operators have already started offering packages that give users a certain amount of Facebook access…

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