Can We End Subsidies In The UK?
Some European operators have had mixed success in removing subsidies. Spain is an excellent example of this – Telefonica (our sister company) has removed subsidies and seen an increase in subscriber numbers, whereas Vodafone Spain had to reintroduce subsidies after losing customers.
This is a trend which is sweeping Europe.
Could it work in the UK? Would customers be willing to pay up-front for their handsets? Would customers rather take out a loan from their mobile network and pay for the handset separately? Would customers compare prices across networks and simply choose the one which is cheapest today rather than looking at the TCO?
I think moving to removing subsidies is great for consumers. It lowers the price they pay and means that they’re not beholden to an evil operator gouging them for two years. And, if at any point the customer wants the latest phone – they don’t have to go through a complicated upgrade procedure – just slap down the cash.
For the operator, I think it’s also good news. It forces them to concentrate on customer service. They don’t need to extend large loans to the customer, nor do they need to compete on up-front cost. The downside, of course, is that the monthly revenue generated by the customer could be lower.
Crucially, for both, it makes pricing totally transparent.