2015-12-16-奥纬咨询-Wireless_Value_Proposition_10页_596kb

WIRELESS VALUE PROPOSITION: Maintaining Differentiation in a Commoditising World

Industry Evolution

The mobile industry historically relied on complex pricing (e.g., usage counters, handset subsidies, walled gardens) to drive growth and differentiate, but this led to customer dissatisfaction and regulatory scrutiny. Simplification due to OTT competition, transparency needs, and handset decoupling resulted in homogenized plans focused on data and basic usage.

Current Challenges

• Commoditization: Simple, flat-rate plans leave little room for price differentiation, intensifying competition and compressing margins for incumbents.
• Operator Struggles: Premium carriers face difficulty justifying price premiums against aggressive "value" attackers (e.g., T-Mobile, Free).

Inspirations from Other Industries

Operators must rethink their value propositions, learning from sectors like consumer finance and travel:

1. Consumer Finance: Beyond APR, value propositions now focus on benefits (e.g., security, exclusivity) and end-to-end experiences.
2. Travel & Airlines: Monetize through tiered experiences, not just price. Delta focused on high-value travelers, offering perks and seamless service.
3. Entertainment (Disney): Expanding offerings, customizing experiences (e.g., hotels, fast passes), integrating technology (e.g., MagicBands), and creating an end-to-end journey.

Proposed Wireless Strategies

Operators should move beyond simple data plans and differentiate by:

1. Simplifying Communication into Experiences: Focus on security, peace of mind, and integrated services (e.g., handset insurance, cyber threat monitoring, technical support).
2. Prioritizing Network Access: Offer tiered service levels based on customer value (e.g., priority access for high-paying clients).
3. Enhancing Customer Experiences: Develop integrated propositions for connected devices (IoT), video streaming, wearable data access—offering unique ecosystems.

Future Value Proposition

The wireless industry must transition from a utility provider model to one that offers differentiated value and unique experiences, using backend monetization and specialized service tiers to restore price justification. The goal is to sustain profitability amid commoditization.