Top-10 U.S. Telecom Sites Suggest

The May 2010 Hitwise report on site traffic has some interesting potential implications for communications service providers.

The top single site was Cricket, a firm historically focused on the wireline replacement market and using value pricing to replicate the unlimited free local calls element of fixed line service.

Verizon has three sites in the top 20, as well as holding spots two and three for traffic.

What is notable is that one of the three Verizon sites is the customer portal, indicating that people are becoming quite comfortable with using the portal for paying bills, asking questions and checking on usage and status information.

AT&T has two sites on the list, and the percentage of traffic for the four leading U.S. mobile carriers mobile sites is in line with their respective market shares.

T-Mobile USA also has two sites in the top 10, one of them its customer service portal, which likewise suggests user comfort with online support, as well as T-Mobile's possible success converting its customers away from paper billing to online-only billing.

Comcast's site in the top-10 also is a customer support portal. Back in the "old" days the top-10 sites were likely to be retail sales and transaction portals. These days, three out of 10 are relatively strictly customer support sites.

Wireline Substitution, Mobile Plans, Broadband

KPN seems to have found a way to take market share in the German wireless market: give customers unlimited calling for a flat fee, avoid phone subsidies or selling phones, and keep things simple. The growing number of wireless-only customers apparently is helping, as one obviously needs more minutes in the plan to cover the additional volume when all calls in and out are taken on the mobile.

For $108 a month, Base subscribers can make unlimited free calls anywhere in Germany. A comparable offer by Vodafone costs $144. The sister E-Plus brand KPN supports also has shifted to this "no frills" approach.

In the third quarter 2007 subscriptions wereup 16 percent year-over-year, to some 14.1 million. E-Plus operating profit also rose 79 percent over that period, with profit margins of 38 percent.

Of course, KPN will have to figure out how to translate that success into similar good fortune in the mobile broadband segment, where it might not be quite so easy to maintain robust margins of this sort. Still, KPN's approach to the market is an example of what a carrier can do in an environment where phones are unlocked.

As Verizon moves to "unlock" its CDMA network, and as the C block 700-MHz spectrum goes into operation, also with an "unlocked" approach to device use, one wonders how soon somebody will try this in the U.S. market as well. Cricket Communications, one might argue, already has been chasing the wireline replacement market, but without the unlocked phone component.