Pushing the right buttons – how can we develop the optimal pricing strategy?
Jürgen WarneckeKPN Mobile, Netherlands
Dirk HuismanSKIM Group, Netherlands
Sander NoormanSKIM Analytical, Netherlands
INTRODUCTION
The telecom market has been in turmoil for more than 10 years. The incumbents were confronted with increased competition and new competitors. New technologies,1new competitors and European legislation changed the rules of the game and at their home markets the established names were put in defence. The changing environment started in the mobile markets, but nowadays and even more in the future, the convergence of mobile telecom, traditional fixed...