The Research On Mobile Data Services Pricing Strategies

With the fast development of mobile communication technology, the fiber transmission and 3G (3rd Generation) technology have gradually emerged and matured, even 4G (4th Generation) technology or more advanced applications are researched and tested. Global telecom operators all hold the new opportunities, and develop new services, in particular the data services. So the types of mobile data services are richer day by day.Facing various mobile data services, the operators' developing strategies and marketing strategies will be the key factors of competition strength. Among them, the most important are pricing strategies, which have decisive function. Moreover, if the pricing strategies is reasonable or not and fit the customers ' expectation or not, is a main factor that will affect use of mobile data services. Therefore, the research on the mobile data services pricing strategies is urgent.Based on the analysis of the foreign operators' successful mobile data service pricing strategies, also, according to Chinese actual situation, this paper discussed pricing strategies that suit Chinese data services. This paper proposed that, during the service developing period, the operators should overall consider the subdivision, the users' demand and the service characteristics, then promote various price packet service, realize business-group pricing from many angles, and turning to content charging. During the service mature period, it recommended a new program-DIY pricing program. In DIY pricing program, customers can choose many kinds of services independently, and then the operators offer some premium plan. Besides, this paper has set up DIY pricing model, illustrated the design plan, also investigated and analysis on feasibility and customers' receptivity.