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Summary:

These are the companies, startups and giants alike, that are changing or could potentially change the mobile landscape in the most profound ways.

The-mobile-15-logo

Ting

CEO: Elliot Noss (CEO of Ting’s parent Tucows)

Number of employees: 170 (for Tucows)

The business:

Ting is a mobile virtual network operator (MVNO), meaning it is a carrier without a network. It resells Sprint’s voice and data services using its own unique pricing plans.

The backstory:

Ting, which used to be a web-hosting company, is one of the new generation of MVNOs to spring up over the last year, driven by the boom in new data services. It was the first virtual operator to take advantage of its partnership to the fullest, offering LTE and the latest-generation smartphones as soon as they were available.

The innovation:

On our innovation scorecard, Ting was tied with fellow MVNO Republic Wireless, though for completely different reasons. While Republic has innovated in technology (using Wi-Fi as the primary network for voice calling and data sessions), Ting’s innovations come in its approach to pricing. Ting is offering the closest thing the industry has to true metered voice and data.

Customers can sign up for different tiers of SMS, data and voice, but if they consume more than those allotments allow, Ting just shifts the customer up to the next highest tier with no penalty. Conversely if they send fewer text messages, talk less or consume less data than their tiers permit, Ting shifts their plans down to lower tiers, refunding consumers the difference in price. It may sound simple, but it’s the industry’s first attempt at creating pricing models that actually reflect the cost of supplying service. For instance Ting’s data plans cost more at the higher tiers than the big operators’ plans, but Ting’s voice and SMS services are far cheaper, which more accurately represents the true cost of delivering service on a wireless network.

The plan:

Noss admits that Ting’s approach to the mobile pricing still hasn’t achieved widespread acceptance, but attitudes toward unsubsidized phones and usage-based pricing are evolving in Ting’s favor. It plans to feed the growing minority of consumers fed up with the big carriers’ pricing models. The company declines to say how many customers it currently has.

Ting is also trying to dispel the notion that MVNOs are a form of second-class service provider, selling yesterday’s phones over yesterday’s networks. Through its partnership with Sprint, Ting already has access to one of the hottest smartphones in the market, the Samsung Galaxy S III, and it is now using Sprint’s newest network techology LTE. This fall it plans to launch the first bring-your-own-device program for CDMA handsets. The next step for Ting is to secure rights to the iPhone.

—KF

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  1. Tapit were Winners @ 2012 AIMIA for Best New Service in innovation – NFC

    http://www.mobileawards.com. au/MA2012/entry_details.asp? ID=10757&Category_ID=4852)

  2. Check out this slide deck titled “A Catalog of Mobile Device Innovations”

    http://www.slideshare.net/timhigg/catalog-of-mobile-device-innovations-92012

  3. Surya Narayanan Tuesday, September 18, 2012

    Sadly you have not looked at the emerging markets hard enough. You would have found very interesting examples including Safaricom’s m-pesa which is by the larger than Western Union Money Transfer. Please look to create a more inclusive list..

    1. It would have been good to consider the social impact of innovations. There are so many innovative mobile companies out there, but if they don’t make people’s lives better then do they really answer the “so what?” test. M-PESA is a great example of a mobile innovation that has changed millions of people’s lives and is helping to create a vibrant mobile ecosystem. Its influence can be seen in every mobile wallet/banking/payments initiative the world over.
      If you don’t know M-PESA, read this: http://mobithinking.com/country-guides-home/guide-mobile-web-kenya

  4. all of your links to the “Mobile 15″ are broken

    1. Thanks, this is fixed.

  5. Alcatel – Lucent and Nokia? You’ve got to be kidding me…Why not add RIM and MySpace too..

  6. With Windows 8 just around the corner its bizarre that Microsoft didn’t make the list.

  7. Have you ever heard of republic wireless?

  8. I did not realize GigiOm was this desperate for money

  9. Including Nokia and **not** Qualcomm renders your list laughable, and from the entire staff to boot ? No need reading any further and further questions the value of anything Gigaom.com?

    Jim M

  10. Great innovation! Glad to see Thinfilm on the short list!

  11. What an amazing story. I had the luck to meet all of the team yesterday, and today at #SEMICONEuropa http://twitter.com/SEMICONEuropa here in Dresden, Germany

  12. Amazing folks – currently in Dresden at http://Twitter.com/SEMICONEuropa – had the pleasure to talk to them, and learn more about this amazing product. Well deserved!!!

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