Pricing Broadband services - India
An important factor in the successful selling of broadband services in India is the pricing point for broadband services. Let us attempt to derive a pricing point for broadband services in India.
Let us consider Broadband penetration in the United States. The lowest cost of broadband connectivity in the US is around US$ 20/month. Let us assume an average cost of broadband connectivity to be around US$ 30/month. 55% of the households have Internet connectivity. 45% of the 113100 households in the US have broadband connectivity. Let us assume that the 45% of the households that have broadband connectivity are also the top 45 percentile in the household income category. Using demographic data for household incomes from the Bureau of Census, the percentage expenditure for broadband connectivity of the household with the lowest income in the top 45 percentile of the households in the income category is less than 1% ( 0.8%). This means that of the households that can afford broadband connectivity in the US spend approx. 1% of their annual household income on broadband internet connectivity. From now, let us assume a thumb-rule that a household will on an average be willing to spend 1% of its income on broadband connectivity.
India is a large country with 200 Million households. The government’s target is 9 Million broadband households by 2007, up 40 times from the 0.25 Million subscribers in November 2004. Assuming the 1% thumb rule, and using the NCAER-UNDP survey (circa 2001) data for household incomes shown
1. It should be possible to reach the target of 9 Million broadband households by 2007 if broadband connectivity services are offered at around US$ 5 ( INR 250)/month.
2. Today, the lowest and typical cost for broadband connectivity in India offered by BSNL, a telecommunication company owned by the government, is INR 250
3. The typical cost for broadband service from other operators is INR 500 (US $ 10)/month
4. If the 1% thumb rule holds good, the next 10 million broadband subscribers will be added if the service is priced at US $4 (INR 175 –INR 200)/month.
Services providing data rates in excess of 256Kbps are referred to as “Broadband data services” in India. 1.5GB- 2GB is the typical download limit on all the service plans of most broadband service schemes