Price optimization mobile telephony B2C (January 2013)


The client intends to adapt existing offerings and pricing structures in the areas of postpaid and prepaid mobile telephony to changing customer needs. The soon-to-launch products are to be tested and optimized.


Anovum interviewed Swiss telecommunications customers about their needs and their willingness to pay. In various projects different specialized survey and analysis systems were used: Van Westendorp, Gabor Granger, conjoint analysis and MaxDiff Scaling. In addition to willingness to pay for certain combinations, value / benefits of individual elements of the services (eg. data download speed, cost of phone calls, etc.) were also calculated.


The systematic combination of advanced methods of pricing research allowed Anovum to reliably determine willingness to pay for different packages in the target groups. The client used the results to optimize the design of their new offers and price plans. The results have already been implemented successfully in the market.