Analysis reckons that the European mobile content market (which it put as generating EUR2.3 billion in 2003) is lagging far behind where it should be, due largely to the complicated pricing structure of the content. “The prevailing approaches to pricing are far too complex and difficult for the customer to understand. In some cases a subscriber incurs three types of charge in order to access one piece of mobile content. Western European operators should either follow the Japanese operators’ approach or strive to develop affordable flat-rate content packages similar to those in the satellite TV industry.”
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