What Will Consumers Do When Bandwidth Comes in Buckets?

AT&T's shift to aligning bandwidth consumption and retail pricing will be an important test of how well consumers actually understand how applications are related to bandwidth consumption, and whether price signals that work in virtually all other businesses also will work for mobile bandwidth consumption.

Lots of people think it will prove too challenging for the typial user. That might not be true if easy-to-use bandwidth dashboards are available. People will quickly figure out that video runs the meter hard while almost nothing else has to be thought about.

The other angle is that people are pretty good about figuring out that if "no additional cost" Wi-Fi hotspots can be used, or similar in-home or in-office bandwidth, they will do so, especially when there is a clear perceived value.

But there is really no way to know for sure until lots of users are on the new plans, and have time to adjust their behavior so they are intentional about bandwidth usage. It's really not that different from learning to be intentional about water, electricity, paper, gasoline, calories or just about anything else with real-world externalities.

The larger issue likely will develop as people start to use iPads and other tablet PCs, as well as netbooks, for the simple reason that people consume an order of magnitude more data on a fixed-line-connected PC than on a typical feature phone, or even a smartphone. But consumption patterns will change as the mix of connected devices changes.

Wireless offload to the fixed network will help quite a lot, and should be encouraged, as will easy-to-use and informative dashboards.