Pandora on Mobile Illustrates Service Provider Bandwidth Paradox

Pandora says it is introducing a 40-hour-per-month limit on free mobile listening for its users, something that Pandora says will "affect less than four percent" of its total monthly active listeners. The average listener spends approximately 20 hours listening to Pandora across all devices in any given month.

The direct issue for Pandora is licensing fees. The key issue for access providers is more complicated. By definition, "interesting and valuable apps" are the reason people want to use the Internet. So apps create the demand for Internet access services, especially broadband access.

But with the advent of video as the dominant media type affecting global Internet transmission requirements, access revenue and profit margin are an obvious key issue for access providers, who argue they are not being compensated properly for the value of their access and transmission facilities. 

It might be correct to say that access providers worry they will not be fairly compensated in the future. By most estimates, tier one access providers are making healthy profit margins on access services. Smaller providers have a much-bigger problem. 

The bigger issue really seems to be application revenue, particularly the issue of whether application providers, especially those providing lots of video, might in the future also pay some sort of "access fee." 

That would be a major switch from the traditional one-sided business model where retail end users paid for the full price for use of the network. In the proposed two-sided model, access providers would be paid  both by end users and third party business partners, as is the case in much of the media and content business (cable TV subscriptions, for example, where revenue comes largely from end user "access" with significant "program network carriage fees" and some "advertising" revenue as well). 

The paradox for an access provider is that Internet apps both create the business opportunity and represent a major cost driver. That obvious tension might not, by itself, be too big a challenge. The bigger problem really is that legacy revenues that underpin the business are going away. 

In that sense, it is not so much that Pandora or YouTube are breaking the business model, but rather than the shrinking voice and messaging businesses are forcing service providers to recover most of their costs from Internet access services. 

In that sense, it is not the "Internet apps" that are the problem. It is the declining revenue from other major sources. 

To be sure, some might say the additional problem is that the past value chain is being disrupted. In the past, the "access" was embedded in the "application" provided by a service provider. In other words, voice was the app the customer wanted, and the cost of network access was embedded in the retail cost of using voice.

These days, "voice" increasingly is a separate app from "access." But that might just be another way of saying the real problem for access providers is the legacy revenue disappearing, not the mismatch of value and revenue earned by participants in the Internet value chain. 

Entertainment video is helpful, but actual profit margins in video entertainment have fallen dramatically, by perhaps 50 percent over the last decade or so. 

Pandora says per-track royalty rates have increased more than 25 percent over the last three years, including nine percent in 2013 alone and are scheduled to increase an additional 16 percent over the next two years. So Pandora has to cover the costs. 

Pandora notes that users can listen for free for as many hours as desired on desktop and laptop computers; pay $0.99 for unlimited listening on mobiles for any month when usage exceeds the limit; , or subscribe to "Pandora One" for unlimited listening and no advertising.