Generally speaking, potentially-disruptive innovation in the mobile business happens when a smaller provider launches new assaults. That appears to be the case in the German mobile market, as Telefónica's O2 Germany business launches mobile Internet packages that allow users total access to VoIP services at no extra charge.
The operator is pushing two data plans in particluar: Internet-Pack-M and Internet-Pack-L. Pack M gives the subscriber a data limit of 200 MB per month for 10 euros. The larger plan, Internet Pack L, increases this limit to 5 GBytes for 25 euros a month. Neither of the plans actually cuts users off when they hit those limits, but connection speeds are reduced.
“We operate one of the most modern and most rapid mobile data networks in Europe and our customers are to experience it without limitations, no matter whether they surf, email, use instant messaging or make phone calls”, says Lutz Schüler, Managing Director Marketing & Sales, Telefónica O2 Germany. “By opening our mobile high-speed network for VoIP services, we set new standards in the area of the mobile internet.”
The issue in the U.S. market is probably when, not "if" some provider ultimately will decide to take that gamble as well. And it might not even be an upstart provider, though that likely makes the most sense. At some point, leading providers with their own termination facilities and backbone networks might well conclude that it makes sense to do so.
When AT&T launched its "Digital One Rate" plan, which eliminated the distinction between local and long distance calls, it revolutionized pricing industry wide.
Sprint Nextel and Clearwire would seem perennial candidates to launch a disruptive attack, in part because they have no landline voice revenues to cannibalize.
That was one reason AT&T thought Digital One Rate would work (before its acquisition by or merger with SBC Communications, AT&T had no significant local access customers, and none supported over owned facilities).
Right now the leading providers probably are right in concluding they are better off avoiding such disruption. Voice revenues still are too important to risk. But that will change with time. And then an O2-style move will make more sense.
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