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Playing the Mobile Data Game

If the 'price is right,' operators could win in mobile data.

By Cassidy Shield, Head of Global Solutions Marketing for Content, Cloud, and Communications, Alcatel-Lucent

I am bullish on the mobile broadband opportunity and pro mobile data share plans as an innovative approach to data pricing.  With that said, the irony of mobile data sharing plans is that you're not really sharing anything. Sure, multiple devices can pull from the same data pool, but there's no exchange of data, no bartering, and essentially no value associated with each byte.

That's how the market is today, in these early days of data sharing, but "gameification" has the potential to transform how consumers interact with their data plans.  Imagine a family of four, in fact I often imagine my family of four all on the same data plan. My wife could negotiate with our daughter, saying, "I will trade you 10 megabytes of data for doing your chores." Maybe my daughter who is quite clever doesn't want to do her chores, so he makes a similar deal with her brother. Each family could set their own rules for chore bartering, but what is interesting is that when data is treated as a currency with real value associated with it, the possibilities open up.

It's not just chore-evading children who would find this model interesting, but also advertisers and third parties. Brands are exploring every possible means to build their mobile presence, but the key lies in figuring out how to connect with mobile users by giving them what they want -- connectivity.

Six Degrees of Mobile Data Plan Innovation: Loyalty-Based Plans

In this sixth installment of the Six Degrees of Mobile Data Plan Innovation blog series, Alcatel-Lucent’s Rich Crowe (@rhcrowe) examines loyalty-based mobile data plans. With loyalty-based plans, subscribers get rewards for keeping up active relationships with mobile network operators. Operators can use these plans as the basis for retaining subscribers, encouraging increased spending and data usage, or forming mutually profitable partnerships with retailers.

RAISE the bar

Airlines offer them. So do hotels, credit card companies and, yes, mobile network operators. “They” are loyalty programs that reward customers for making frequent purchases. Airlines, hotels and credit cards tend to stick to the script, offering free flights, nights and merchandise. Mobile network operators have no such script. Today, operators reward loyal customers with voice minutes, text messages, accessories, ringtones, discounted device upgrades or even dining, shopping, travel and spa services. As mobile network operators’ business models grow more data-centric, the creative use of mobile data will become essential to ensuring that their loyalty-based plans remain relevant.

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