From smartphones to mobile broadband dongles, embedded 3G modules and mifi units, the range of data-hungry products and services promoted in 2009, coupled with the availability of low-cost unlimited data plans, has created unprecedented strain on networks.
This puts the industry in a difficult position. Having spent considerable effort raising consumer awareness around data, many networks have hinted at the need to try and curb traffic by educating consumers about their data consumption. In particular the handful of ‘power-users’ that account for the vast majority of traffic.
Strategies for managing this problem range from the sensible, if not challenging, to the down-right absurd. Several operators have already come in for criticism after discretely rewriting the rule-book and restricting their unlimited data plans to the disadvantage of paying consumers. A good example is the additional charge now being placed on consumers who wish to tether their phones to a laptop to create a remote modem, even if they have an unlimited data plan. Cries of ‘double-dipping’ have rung loud.
Most likely, the year ahead will see the introduction of some innovative pricing models, such as tiered pricing with consumers charged in bands depending on their usage. We will also see policies to restrict file sharing and streaming media applications and technologies to offload non-core data traffic through WiFi networks.
