http://seekingalpha.com/article/1081191-why-phone-subsidies-are-here-to-stay-in-the-u-s'
Verizon the first to do "shared data plan." AT&T followed suit.
What if AT&T end subsidy and Verizon follow suit. Then Sprint too?
Customers will pay installment plans instead.
Example: $199 upfront then $20 a month for 24 months for the phone. As long as the phone service is $20 less each month, it is the same pricing as the subsidy model. The customer won't even notice the difference.
Subisdy: $199 upfront and $100 each month
No subdidy: $199 upfront and $20 each month + 80 each month
The future of smartphone subsidies has been a frequent topic of conversation on Wall Street over the past year or two. Analysts have speculated that wireless carriers are unhappy about the subsidy model, where they must incur large up-front costs in order to attract (and retain) subscribers. Analysts have been particularly concerned that carriers will eventually refuse to subsidize Apple's (AAPL) iPhone by $400 or more, as they currently do. Obviously, there would be a great benefit to Verizon (VZ), AT&T (T), and Sprint (S) if they could maintain the same subscriber fees while cutting subsidy costs. However, it is one thing to say that the phone companies would like to reduce subsidies, and another thing to say that they will actually do so.
The problem for telecom companies is that they face a "prisoner's dilemma" scenario in the smartphone market. In game theory, the prisoner's dilemma refers to a "game" where the players are better off cooperating, but each individual can do better by "defecting" (i.e. not cooperating).
Therefore if one or two wireless carriers reduce subsidies, the others have a strong incentive to maintain subsidies and promote them as a differentiating factor in order to gain market share. If all three reduced subsidies simultaneously, most subscribers would probably resign themselves to paying more for their smartphone upgrades. However, the carriers are not permitted to collude (e.g. by signing an agreement to change pricing simultaneously). As a result, each individual carrier knows it could benefit from maintaining subsidies while other carriers raise prices; alternatively, raising prices while other carriers maintain their subsidies would result in customer loss and eventual profit declines.
Verizon the first to do "shared data plan." AT&T followed suit.
What if AT&T end subsidy and Verizon follow suit. Then Sprint too?
Customers will pay installment plans instead.
Example: $199 upfront then $20 a month for 24 months for the phone. As long as the phone service is $20 less each month, it is the same pricing as the subsidy model. The customer won't even notice the difference.
Subisdy: $199 upfront and $100 each month
No subdidy: $199 upfront and $20 each month + 80 each month
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