Mobile phone subscribers want more options for mobile data plans

Mobile phone users are ready for new options in data pricing and on-device solutions that provide them with more ability to control and personalise their mobile service, according to a global study from Strategy Analytics. 

Survey research from the Wireless Operator Strategies service, "Consumers Interested in New Mobile Data Plan Options", reveals that 60% of mobile phone owners want to be able to customise their plans, while 50% are interested in the ability to directly purchase more data in real-time from their device.

Key findings include:

• 60% of mobile phone users are interested in customization of their service plan, with particularly high interest in China (74%).
• 50% express interest in a real-time, on-device option to monitor data use and purchase more data.
• In China, interest in plan options for unlimited social network access is high, at 62%.

Susan Welsh de Grimaldo, Director, Wireless Operator Strategies, said: "Mobile operators are focused on monetising their data traffic, and developing new pricing options based on a better understanding of consumer interests and segments is an essential element for driving new revenues."

Phil Kendall, Executive Director, Wireless Operator Strategies, said: "Our results show that the self-service dashboard, where users can check their data usage in real-time, is the best channel to upsell additional data bundles. It is a subtler way to get users on board as they look to balance data needs against avoiding excessive overage charges."

*Strategy Analytics surveyed over 500 mobile phone users in each of China, France, Germany, Spain, the UK and the US.