CellC has already made great strides in offering simplified products to customers (the reason why I cancelled my Vodacom contract last month and migrated to CellC in the first place), but I believe that things can be improved (simplified) even further. Consider this model:
Services/products are divided into categories based on their definition (i.e. voice, text, data, value-added) and different levels (or gradings or whatever you want to call it) of each category can be chosen to eventually suit the requirement of the individual customer and his/her needs. Take the following categorisation/grading model for instance (please excuse the periods, neither [tab] nor spacing works):
Voice: (minutes).....Text: (messages).....Data: (MB)
0.................................0..........................0
30..............................10........................100
50..............................20........................250
100............................50........................500
150...........................100.......................1'000
200...........................200.......................2'000
300.......................................................5'000
500......................................................10'000
800
Value-added:
CLIP <-- Everyone knows what this means
Itemised billing <-- Everyone knows what this means
Per-second billing <-- So regular rates are per minute, otherwise you can subscribe to this for per-second billing
BIS
HSPA+ access <-- Access to the HSPA+ network (otherwise GPRS/EDGE/3G)
LTE access <-- Access to the LTE network (otherwise GPRS/EDGE/3G)
WiFi access <-- Access to CellC WiFi hotspots in certain areas (ex. airports, gyms, shopping malls, hotels, etc.)
Each customer can then choose whatever combination suits them and have a completely customised (but modular, so not administratively nightmarish) contract that suits their precise needs.
Consider the following example prices as a way of explaining how phone subsidies could work (take note, the pricing structure is for purpose of example only and don't necessarily reflect my opinion of what the services should cost)
Voice: (minutes).....Text: (messages).....Data: (MB)
0 (R0).............................0 (R0).............0 (R0)
30 (R30)........................10 (R3)............100 (R15)
50 (R50)........................20 (R6)............250 (R20)
100 (R100).....................50 (R15)..........500 (R50)
150 (R150)....................100 (R30).........1'000 (R80)
200 (R200)....................200 (R50).........2'000 (R150)
300 (R300)..........................................5'000 (R250)
500 (R500).........................................10'000 (R400)
800 (R800)
Value-added:
CLIP (R10)
Itemised billing (R20)
Per-second billing (R10)
BIS (R60)
HSPA+ access (R15)
LTE access (R25)
WiFi access (R50)
So if I, for instance have a smartphone (HSPA+ compatible) and don't really SMS, make a couple of calls in the month, but mainly use data and would like a fast connection, I would choose the following structure:
Voice: 50 (R50)
Text: 0 (R0)
Data: 5'000 (R250)
Value-added: CLIP (R10), per-second billing (R10), HSPA+ access (R15)
My total would then be: R335/month
Someone else who texts and uses some data (IM's and social media), but doesn't really call or travel and doesn't need high-speed data, could possibly choose the following:
Voice: 30 (R30)
Text: 100 (R30)
Data: 500 (R50)
Value-added: CLIP (R10)
Their total would then be: R120/month
Someone who travels a lot and does business-stuff on an LTE-capable smartphone could choose the following:
Voice: 800 (R800)
Text: 0 (R0)
Data: 5'000 (R250)
Value-added: CLIP (R10), per-second billing (R10), LTE access (R25), WiFi access (R50)
Their total would then be: R1145/month
Now, phone subsidies could work based on monthly total brackets, so, for example:
R0-R100: No free phone
R101-R250: (up to) free basic phone (ex. Samsung Galaxy Pocket) or discount on (up to) mid-level phone (ex. Nokia Lumia 710)
R251-R500: (up to) free mid-level phone (ex. Blackberry 9380) or discount on (up to) advanced phone (ex. Galaxy SIII)
R500+: (up to) free advanced phone (ex. iPhone 5)
These packages could also work with tablets and can be scaled to provide any combo or any choice for any person without making it too complicated. You simply work out what your needs are for each category (voice, text, data, value-added) and then choose the option that comes closest to your needs. Then, when you've worked out your monthly total, you can choose which phone in that bracket you like most. Bare in mind that you can choose a more expensive phone, but then you'd need to pay extra for it (either cash or as an added amount to your monthly rate).
ALSO BARE IN MIND THAT THE PRICES I CHOSE ABOVE ARE COMPLETELY ARBITRARY AND IN NO WAY REFLECT WHAT I THINK YOU SHOULD BE PAYING FOR THOSE SERVICES. THEY WERE JUST CHOSEN FOR THE SAKE OF SETTING UP EXAMPLES.
What do you think?