Product Management :: Product Marketing

25 April, 2007

Orange (at last) has a common sense data plan

After years of being in the mobile business, then finally Orange UK looks to have discovered a common sense pricing model for consumers to use the mobile internet.

Bear in mind that 96% mobile revenues comes from plain ol' voice and text, so growing the 'proper' data component is pretty important. To date, pricing has been on a per MB or an 'all you can eat' basis.

I have blogged previously on why 3's gargantuan X-series package was indicative of amateur marketing. Looks like Orange have found a customer-centric solution.... wow, what a concept!

So here's why Orange's announcement will make total sense to users and I would anticipate the other operators will follow suit:
  • Pay-as-you-go: Internet snacks – 40p for 15 mins with daily cap of £2 (or a daily £1 bundle).
  • Contract: Internet “snacks” – 30p for 15mins with daily cap of £1.50 (or a “bundle” priced at £1 per day or £5 monthly for evening/ weekends or £8 monthly “anytime”)

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