Gartner Research

Market Trends: Value-Based Pricing Strategies Help CSPs Drive Brand Loyalty and Revenue Growth

Published: 21 March 2014

ID: G00260653

Analyst(s): Rishi Tejpal


Cost-based pricing strategies are less relevant for new digital services and run the risk of commoditizing traditional services. Communications service providers' pricing and strategy managers have to adopt value-based pricing strategies to maximize revenue and deliver competitive differentiation.

Table Of Contents


  • What Is Value-Based Pricing?
    • How Can CSPs Deliver "Value" Through Its Services?

Market Trend

  • CSPs Can Charge a Premium for Parental Control Services Based on Its Perceived Value by Customers
    • Strategic Imperative and Recommendation for CSPs
  • Bundling of OTT Services Helps CSPs Drive New Customer Acquisition, Data Usage and Upsell
    • Strategic Imperative and Recommendation for CSPs
  • Contextual Promotions Centered on Sports Incentivize Repeat Purchases and Offer Additional Perks
    • Strategic Imperative and Recommendation for CSPs
  • Regional Trend
    • Type of Services With Potential to Implement Value-Based Pricing Varies Widely

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