Report: European Mobile Operators Must Change Pricing to Spur Content

Authored by Mark Hefflinger on December 17, 2004 - 8:54am.

Paris -- According to a report by market research firm Analysys, European mobile operators must change their pricing strategies to "kick-start the lagging mobile content market" for services such as ringtones, logos, games, music and videos. The report found that the Western European mobile content market grew much more slowly last year than predicted, generating just $3.1 billion in revenue. "A key short-term priority is addressing the inadequacy of pricing structures," report author Alex Zadvorny said. "The prevailing approaches to pricing are far too complex and difficult for the customer to understand." The report recommended that European operators follow the lead of Japanese operators, or develop affordable flat-rate content packages similar to those in the satellite TV industry.
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