It remains unclear whether value in the 5G era will remain focused primarily on speeds and feeds, or whether mobile value propositions will include differentiators common in the fixed networks part of the business, including service plans built on different speeds and usage allowances.
So far, AT&T has shown no inclination to do so in its 5G service, even as it works to take greater advantage of differentiated value propositions. “We have the opportunity to offer our customers differentiated service levels on our wireless network today,” said Jeffery McElfresh, AT&T Communications CEO.
“As the U.S. industry evolved from a kind of pay as you go or metered to an unlimited rate plan, the differentiation in how you compete in the market has shifted from maybe a rate plan structure on a per gig basis to other value and benefit,” said McElfresh.
In fact, it now appears that the intended differentiation in plans will hinge on different levels of access to HBO Max content, and not speed tiers as is common in the fixed networks business.
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