According to the latest survey by the Ernst & Young's global telecommunications, "The fear of bill shock has been stopping people from consuming data on their mobile devices”. The report, called as The Mobile Maze, consumers surveyed are overwhelmed by new mobile internet services and increasingly complex mobile data price plans.
As per the report, " There is a fear of overspending that 38 per cent of consumers have stopped using "mobile web browsing", because they were either too worried about overspending or didn't understand the different pricing options. This fear is reflected in Indian usage pattern as well with 54 per cent people preferring unlimited plans with a fixed bill”.
Currently Vodafone India formally acknowledged that bill shock is the biggest reason for low 3G adoption. Although, Airtel, Vodafone and Idea Cellular these are the India's biggest operators surprisingly still they do not offer truly unlimited plans and only offer a bill cap on the data usage.
Tata Docomo , RCom, Aircel and MTS do offer several unlimited plans but unluckily such plans are limited to data card customers only.
As per leader of the Ernst & Young's global telecommunications, "The widespread lack of understanding of mobile tariffs has a dramatic impact on customers trying new mobile services. Clear and consistent communications from mobile operators to their customers would help change this and may also influence people to try new services sooner. If operators do not change the way they communicate, by increasing billing transparency, improving level of customer service and producing clearer marketing messages, they will fail to take advantage of the opportunities that exist”.
The report also highlighted, "31 per cent Indian consumers claimed to be better informed than their US and UK counterparts, the understanding of data tariffs is still very low in India".
Smartphone users most probably use data services, which is understandable but most of the people are not using their phones to the fullest thanks to the confusing data tariff. As per the report, "The main reason for the lack of adoption of services such as operator app store, mobile payment services, and other such services is the confusing tariff and lack of awareness.
This survey was carried out in June, covered 6,000 consumers across 12 countries where they found Smartphone’s offer the potential for new data services but regular usage of these services remains low.
Source : Themobileindian