Technology & Innovation

African innovation in mobile pricing

May 12, 2010

Global

May 12, 2010

Global
Our Editors

The Economist Intelligence Unit

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It is not just in developed data markets that more sophisticated tariffing schemes are being considered. In Africa, operators’ dependence on low-income users has given rise to real innovation in the area of so-called dynamic tariffing.

One mobile operator that has already introduced pricing based around this concept is Vodacom Tanzania. It has used technology to identify under-used parts of the network and then offer heavy discounts to its customers at off-peak times or in particular locations.

The original innovator was perhaps MTN of South Africa, which introduced such a mechanism for its ordinary mobile voice customers about two years ago. MTN Zone offers customers variable rates for on-net calls depending on the time of day and location. Through its service, customers can use their phones to check on the discount rates available at particular times. Those discounts can be so high during the early hours of the morning that price-sensitive customers are prepared to stay up to make calls.

MTN benefits largely by reducing network usage at busy times—essentially encouraging some of its higher-cost customers to change their behaviour. But MTN Zone also helps the operator to reduce customer churn and generate new revenue. Dynamic tariffing could have similar benefits for mobile broadband operators in more developed markets.

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