Yoigo, a mobile operator in Spain is also using DPI. Everyone’s at it now. But, rather than simply limiting traffic, they are offering users choices. As reported here , when users reach their monthly quota, they are offered the ability to extend their plans with top-ups. If they choose not to purchase additional credits, their download speed is restricted until the next billing period begins.
Apparently, this has already secured significant additional revenues for Yoigo and widespread customer acceptance of both limits and the potential to extend their plans. The investment required to implement the programme has already been recouped. This demonstrates that, if approached carefully, users will be perfectly tolerant of policies and plans to charge more for data access if they exceed their permitted quota.
The way in which this is presented appears to be critical: giving options is much better than simply imposing charges or cutting off access. Knowledge of what is happening empowers the user and yields better results for the service provider. It’s not just the ability of service providers to enforce such policies that will improve, it’s also their ability to make palatable offers to customers and to manage good relations that has to improve in parallel. A rigid, tops-down approach may alienate perfectly loyal customers; giving them choices helps sweeten the pill and, ultimately, makes everyone happier.
