Verizon Wireless, one of the leading U.S. mobile network providers, has brought back the promotional pricing for its More Everything shared data plans. The operator has introduced a 10 GB plan for US $80.00 per month (down from US $100.00 per month) and brought back a 15 GB plan for US $100.00 per month. This pricing does not include monthly access charges for connecting smartphones, tablets and other devices.
According to recent reports Verizon Wireless added 565,000 postpaid subscribers in the first quarter of 2015 (a 4.8 percent increase from the same time last year) but lost 188,000 prepaid users (in the first quarter of 2014 it gained 10,000 prepaid clients). Additionally, the company added 621,000 LTE smartphones to its customer’s base; however it lost 374,000 3G-compatible smartphone users, bringing overall smartphone growth down to 247,000 clients. Even though Verizon executives have said in the past that they accept the fact that some of their subscribers are leaving Verizon and that the company will not get involved in a price war to keep them, it seems like by bringing back a previously launched promotion that offers lower pricing, the operator is in fact trying to respond to other offers available on the market. Frequent promotional campaigns that indicate special pricing strategies attract new subscribers, so they are a good way of increasing the customer base, stabilizing an operator’s position on the market and bringing in additional revenue.
T-Mobile, one of Verizon’s competitors, introduces new promotional offers relatively often, not only to attract new customers but also to shake up the U.S. mobile market. Based on recent reports, T-Mobile’s aggressive campaigns had a positive impact on its customer growth in the first quarter of 2015. The operator added 1.8 million new customers and ended the quarter with 56.8 million customers. Even though other factors such as strong network, customer satisfaction and competitive pricing have an impact on operator’s position on the market, promotional offers serve as an additional opportunity for to market services and test their popularity against other offers currently available.
Tarifica is the global leader in monitoring and analyzing telecom pricing. Covering hundreds of operators in every region of the globe, Tarifica’s databases of mobile and fixed line data and voice tariffs are among the largest and most in-depth in the world. Tarifica is also a leading publisher of benchmark and other pricing reports, and its analysts are recognized authorities in the telecom industry, relied upon by operators and businesses worldwide for pricing insight and guidance. Click here to contact a Tarifica Analyst
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