Australia has recently been setting the standard for marketing innovation in mobile broadband and it's always worth keeping an eye on what they're doing down under. A recent development has been the launch of short-term dongle rental aimed at businesses.
The new Laptop Connect service from Telstra charges up to AUD10.95/day for 143MB (evidently based on 4GB/28 days). Charges fall depending on the duration of the rental: sub-AUD10 for anything over 5 days. Targeted segments include home-movers, business users attending events and holidaymakers.
As MBB penetration increases, subscriber growth will increasingly depend on finding niches. This looks like an attractive and high margin one, albeit a bit troublesome to manage. A lot will depend on distribution channels and ease of sign-up.
So, while their cricketers were being turned over at the Oval in the final Ashes test, they do at least have innovative MBB pricing as some compensation.
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10 Australian dollars comes out at about £5. For a visitor to Austrlia, that might not be bad if the altrnative is paid-for wifi in hot spots. Those are the only circumstances in which I could envisage using it.
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