Blog

A collection of links, articles and stories.

Posts tagged phones
Subsidies, Carriers and Devices

Chris Zeigler of The Verge writes about nonsensical smartphone pricing, specifically touching on carriers as being the cause of these problems. I’d take it a step further: the problems are subsidies:

Seven months is not a reasonable life cycle for any durable product. You wouldn't buy a new TV, game console, Blu-ray player, refrigerator, or car every seven months. In fact, if a manufacturer discontinued and replaced your TV after seven months, you'd be pissed. But it's like an addiction: carriers and OEMs need the high they get from the fleeting sales bump after the release of an incrementally new model, a bump that quickly flatlines. Hilarious price adjustments ensue; a $199.99 phone falls to $149.99, $99.99, $49.99, and eventually free over the course of a single year.

Treating mobile devices like portable computers rather than “phones” cancels out a lot of the complexity surrounding their pricing. Computers are rarely subsidised — and we’re still happy to spend thousands up front for a new machine every few years.

The entire premise of my piece “The Cheapest Way To Buy An iPhone In The UK” is that buying a mobile phone outright — and unlocked — is more cost effective than taking a subsidised price from a carrier and paying through the nose monthly for the data plan:

If you do the maths, over 12 months I pay £620 for my phone and data plan, whereas a similar 12 month contract on Vodafone would cost £771.

This is still true today, but I think more people are realising it.

If a customer approached HTC directly and asked which phone they should buy, it’d likely be the most current flagship model. The same would go for Apple or Samsung — even if cheaper or older devices like the iPhone 4 are available. Current flagship models will have a longer lifespan and more features than older or cheaper devices.

Carriers are where the problems start: subsidising devices differently skews the value proposition. Carriers offer the same service to customers whether they buy a cheap device or an expensive device. Phone manufacturers will generally receive the same revenue whether the devices are bought directly or through a carrier.

I still feel that treating carriers like “dumb pipes” is the easiest way to visualise where money goes when you buy a new phone. Carriers will get their cash on a recurring monthly schedule, whereas hardware manufacturers will get their revenue in a single upfront purchase.

Skewing these business models will generally only increase complexity. I’d advise against it where possible: carrier lock-in, locked devices or extremely high monthly tariffs are more hassle than they’re worth.