Posts Tagged ‘ tariffs ’

Test-Aankoop: SMS at maximum 6 eurocent

Last week, we reported how Belgium is one of the most expensive countries if you’re a heavy mobile user.  Consumer organisation Test-Aankoop has come to the same conclusion in a comparative study in Europe.  They want to see a maximum rate for SMS messages of 6 eurocent.

Earlier this summer, the European Commission has already put a limit on roaming tariffs.  A text message sent from a European country to home country Belgium, shouldn’t cost more than 13 eurocent.    A SMS from and to Belgium can cost between 10 and 15 eurocent with the standard rates.
If an international SMS can cost maximum 13 eurocent, then a national SMS shouldn’t cost 15 eurocent, reasons Test-Aankoop.    Taking into account the same margins as for international sms traffic, a national sms should cost maximum 6 eurocent.

Heavy mobile use is expensive in Belgium

Heavy mobile user?  Lots of calls and text messages?  Then you pay a lot in Belgium.  The limited user is better off.  That’s one of the conclusions of a study by OESO.

If you use your mobile phone intensely, then the price you pay in belgium is just as intense.  Only 6 countries are more expensive (Spain, Slovakia, Czech Republic, Mexico, Greece and the US).  You’re better off in Holland, Denmark or Sweden.

If you’re a limited mobile user, then the Belgian tariff is fairly average.  Again, Scandinavia scores best as users from Denmark, Sweden and Finland pay the cheapest bill.  Spain, Czech Republic and the US are the most expensive.

Source: Datanews

Some SMS facts & figures

Average amount of SMS messages sent per user per month: UK users send 29% more SMS in 2008, compared to 2007

200906-average-sms-per-month

Average price per SMS: 36% decrease in 2008, compared to 2007

200906-average-price-per-sms

(source: JournalDuNet)

Mobile in Belgium is expensive

Calling with the mobile phone is expensive in Belgium.  According to a study by the European Commission, the prices in our country are a lot higher than the European average.  Although prices have slightly dropped last year, the average GSM user in Belgium pays 26,26 euro per month.  In Europe that average is only at 19,49 euro.

Because of this, the Belgian consumer is less tented to buy a new mobile phone.  With a GSM penetration of 102%, Belgium is way below the European level of 119%.  Because of this, we lag behind for several mobile technologies and services.  The use of Mobile Internet, for example, is at a mere 3,5% in Belgium.

According to Viviane Reding, the solution lies in increasing the competition on the Belgian market.  She believes a 4th mobile operator would be a good idea.  And Telenet has already shown interest in that.

silhouet-mobile-phone

Mobile Marketing: GO GO GO !

The November issue of Inside magazine has an interesting editorial on Mobile Marketing.

Let’s have a look at a few highlights.

The context:

– The penetration of the Mobile Internet is low in Belgium due to :

  • high mobile data tariffs
  • old mobile devices in the market (see also our article about combined sales)

– False prejudices about the assumed lack of intrest from different target groups

Why is Mobile growing out as a real marketing tool?

– First effect on pricing with the arrival of iPhone and other smartphones with internet browser

  • In short term new data subscription with lower pricing

– Target group

  • 26,5% of the population are ready to give their GSM-number to advertisers vs different activities (bank, receive information, meet people or sport information,…)
  • 35% of target group between 15 and 24 years old is the most accepting

– “The acceptation rate of mobile marketing is much higher than specialised observers tend to think. At least sufficient to believe that this new medium has an enormous communication potential.”

Main conclusion:

– “It is obvious that agencies/advertisers now have all reason to rapidly integrate the mobile into their marketing plan.”

Read the full article in this month’s Inside magazine.

Call for cheaper SMS roaming

Viviane Reding, European Commissioner for Information Society and Media, continues attacking the high roaming tariffs. In 2007, she imposed a decrease in roaming fees for international phone calls. Now she also wants to see prices diminishing for international SMS messages and data transfer. Right now, these prices still vary widely because mobile operators charge each other differently to allow the use of their network. These costs are then charged to the end-user. Reding, talking at the 3GSM conference in Barcelona, urges operators to lower these networks charges. She also stimulated the use of fixed fees for data transfer so the Mobile Internet could get the same boost as the fixed Internet did when flat fees (cable, ADSL) were introduced there.

It didn’t take the operators long to come with a reply. Rob Conway, president of GSM Association, which groups more than 700 operators, said he agreed that the Mobile Internet should be stimulated with a more attractive tariff structure, but opposed regulation of mobile data services, saying it would limit innovation: “We don’t believe retail price regulation is beneficial in this context at all. We would resist through reasoned argument”.

Viviane Reding