: European GPRS pricing remains highly complex, with an average price
for 10MB inclusive volume standing at EUR 12.80 (approximately USD
15.77) according to a new report from BroadGroup.
Inclusive MB pricing
is the most commonly used tariff structure by the 83 mobile operators
across 31 countries, whose prices are included in the survey. Fewer
than 20% restrict their GPRS service offering to usage based charges
The report found
evidence of a general correlation between pricing and per MB inclusive
packages across the tariffs and service providers covered in Europe.
Although prices in certain volume categories show examples of dramatic
divergences, average prices trended with a reasonable level of consistency
up to 50MB. Beyond this volume, pricing behaviour is much more erratic.
the report and tariff tables reveal a multiplicity of taxes, excess
charging tiers, roaming definitions, and pricing and billing increments
that are employed.
emerged, including the comparatively cheap GPRS pricing found in former
eastern European countries, and Accession States.
As GPRS services
experience a new life cycle, supported by EDGE deployment, user familiarity
with faster access to web based content will continue to diffuse.
The report notes that operators will need to ensure barriers to adoption
are proactively removed.
“If it is
accepted that customer perception of data is changing, and pricing
needs to be accessible, the complexity associated with GPRS pricing
must also change. Bundling with Wi-Fi or 3G imposes new constraints
on GPRS tariffs, which in turn suggests that current structures are
not sustainable if congruence in pricing is to be achieved,”
commented Philip Low of BroadGroup.
provides several hundred GPRS tariff schedules across 83 operators
in 31 European countries.