So many pricing options, so little time

The amount of innovation currently under way in the wireless industry is almost breathtaking to behold.
Just in the past month we got to witness the birth of a completely new user interface, introduced by what some have called the world’s most powerful brand (Google); we were treated to a landslide of class-action litigation over carriers’ texting practices; and we got to witness the official launch of a completely new service and network technology by one of the industry’s largest carriers (Sprint Nextel’s mobile WiMAX-based Xohm).
Throw in a presidential election and a financial meltdown with global implications and, for news hounds, it’s been interesting – to put it mildly.
My point is that there is a lot of stuff going on to talk about. But one thing that has certainly gotten lost in the shuffle is the ongoing innovation on the price tag in the wireless industry. Indeed, thanks to white-hot competition, today’s wireless consumers have an unbelievable, and frankly unwieldy, number of pricing options to choose from.
The aforementioned Xohm launch carried with it a pricing scenario that is relatively new to the wireless industry. Xohm customers in the recently launched Baltimore market get to pick from among a $10 day-pass option; a $35-per-month, fixed-access option; and a $45-per-month mobile option. On top of that, there’s a $60 bundle that includes both fixed and mobile. Interesting, no?
But Xohm isn’t the only one shaking things up.
Leap announced a new prepaid service that includes unlimited calling for $1 per day. That offering goes on top of Leap’s $40-per-month “Cricket Broadband” service, which allows users in its markets to access the Internet from their laptops at prices competitive with wired Internet services.
This recent pricing innovation comes on top of recent announcements for unlimited wireless at $100 (the big guys) and ad-supported service plans (Virgin Mobile USA and a handful of carriers abroad).
See what I mean? Pretty innovative.
I guess my point is that, come November when the market is flush with new touchscreen devices and everybody is freaking out about them, those of us in the wireless industry can take comfort in the fact that touchscreens are just the tip of the wireless-innovation iceberg.