A Case For Simpler Rate Plans For Mobile Phones In Pakistan
I came across this tariff sheet from PTA. Honestly it took me 30 minutes to figure it out. And I used to work for a phone company. I have written about the need for a simple rate plan before. Let me try to make a case for it again.
The bulletin is the result of hard work by some one at PTA. Good work but I do not know if such a complicated (12 rows x 24 columns) view will be really useful for the average Pakistani consumer. The footer alone - which explains all the mysterious terms such as off-net and LNO - can cause headache. Lets take a look at Zong rates - just for example. They have 4 packages with billing pulse varying from 1-second to 60-seconds. For the 8 Aanay package, the off-net rate is different for the first minute and second minute. I could go on and point a few things like this. Do we need all this complexity?
Consider a fictitious example: 1000 minutes on-net @Rs1.50/minute and 1000 off-net @Rs.2/minute and 1000 sms @Rs.0.50 per sms. Total = Rs. 40000. In other words, packages with buckets of minutes could make things simple.
For many users this much usage should be equivalent to an “unlimited” talk and text plan. In many countries calls on the same network are free in the evenings and weekends.
I must say that Warid has done a good job on this. Telenor has drifted in the opposite direction with the “widest” matrix of them all.
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It took me a while to wholly comprehend Telenor’s new package, before i did its post today. While, i believe i am a educated and familiar with call plans and stuff…
I would opine for simple packages, that are one rate plan for all calls…. for example, Ufone went on with a single Package (PKR 2.50 for all calls) for around 3 years. And this was a time when they scored around 10/11 million new customers. Mr. Mubashar Naqvi, CEO Ufone, once admitted that people like this simplicity in their package. So let me conclude here that simple plan is a workable thing.
But on other hands, we know that telcos all over the world have multiple plans, for example specific plan for cheap voice calls, data services or other for good SMS rates. However, here in Pakistan, the idea of mixing the whole bunch in a single plate is being implemented, which ultimately causes confusion.
Rest of the confusion is being created by the art directors, who supposedly write the copy and design ads in a way that it maximizes the chances of confusion.
I think this thing was quite common all around the world when the 2G boom hit. But now as the regulators have become quite educated so it has become extreamly difficult for the companies to creat confusion.. Looks like in Pakistan we are atleast on the way of simplification.
Was astonished to see your comments that it took you 30 minutes to understand a simple sheet like this.
I really am.
well there are many many many wrong entries in there, e.g; the call charges of Ufone standard prepay life package is quoted Rs. 2.50/30second on-net but in actual it is Rs. 1.125/ 30 sec on-net. Like wise offnet charges are also quoted wrongly.i strongly disagree with your statement that the guy who made it had done any effort at all.
http://www.ufone.com/ufonelife_tariff.aspx
Thanks and regards
Elmer: Mobilink wox in the wabbit season with their Vawo pages.
Duck: Suffrin Sucktash nothing wox whatsoever, only Ufone rocks with their VAS.
Bugs: Hate to interrupt but anyone noticed Telenor unlimited wata usage campaign?
Duck: Suffirin Sucka trash.
Bugs: Now look doc, I don’t wana fight here but you ought to give credit here for this corporate stint of theirs.
Elmer: I agree with Mr. Wabbit. They offer vevy good rates too.
Duck: Aaa bulls hat. I’ll show ya who’s vevy good you old geaser.
Elmer: This duck is getting on my neves..I’m telling ya.
Bugs: Shoot the duck.
Dear Aamir Attaa ,
It is right that Compnies come up with complex package plans and rates but they do have helplines so please think out of the box and the reason they have different packges with different rates are according to the customer usage. I mean most of the prepaid customers are interested in offers rather in packges so if Today ZONG or Telenor comes up with a new offer they will buy a new sim a start using it. Every Network is almost giving coverge in big cities so people dont bother to stay with one as we have now MNP in pakistan. So networks always come up with different packages rather complex packages but you can make it simpler by calling helplines. Believe me they will really help you out.
CHEERS
Something I really dislike about the PTA website is that if you visit them for the first time, you will be redirected to the front page. Try it: clean your cookies and history, or use a newly installed browser to visit the PTA link.
Mudaser — it took 30 minutes because I was comparing all rates for the purpose of analysis. Ordinary consumers will probably not bother with the full comparison.
Anyway, as you pointed out, that table is not even accurate. Flat rates, thats where it will go eventually.