Freeing up data

February 6, 2018 - Aleks

Zero rating began to gain traction in 2017, with the likes of Deutsche Telekom introducing a service called Stream On and Three UK launching its Go Binge tariff.

Martin Morgan, VP of Corporate Marketing at Openet, says operators see zero rating as a good way to drive subscribers to access content on their devices by catering to customer concerns about running out of credit.

“Service providers want people paying for content (via higher priced bundles, or as an add on),” says Morgan. “They don’t want customers having to worry about bill shock.”

Morgan says the above combined with clarification of net neutrality rules in Europe will hasten a “slide” in 2018 towards more data services becoming free to use.

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