Rbt Analysis Paper

646 Words3 Pages
Simplify pricing Traditionally, subscribers purchase value-added services as part of a bundle or as a pay-per-event. RBT pricing does not follow these models, resulting in an adoption barrier. While varying by operator, RBT pricing generally consists of a subscription fee and/or content transaction charge - an unfamiliar approach to the average subscriber used to purchasing ringtones per download. In mature mobile markets, the subscription fee is usually $1 per month - the per-purchase content fee is normally about $2. One innovative operator offered a subscription waiver model where the subscription fee is waived if the subscriber purchases one new RBT per month. This operator claims it sells approximately two million pieces of content per month. Make it easy to find and use…show more content…
For example, one operator reported a promotion that brought 60,000 subscribers to the WAP deck to purchase content or register for the service. Given difficulties with assigning purchased content in the WAP interface, 89% of the new subscribers abandoned the process before final purchase. Even more troubling, a number of existing ring-back service subscribers cancelled their subscriptions during the same period, presumably because the promotion reminded them to go back and purchase more content, but they found the process too difficult. IVR presents a challenge in terms of content catalog size. The operator with the most successful IVR-driven service - with 8% subscriber penetration in eight months - limits the IVR catalog to nine categories with nine songs available in each. The full catalog is available via WAP. Discovery and usability are critical success factors to any mobile application. Because of the high degree of personalization that ring-back service allows, the purchase process should be integrated with the provisioning

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