The total number of broadband users on mobile phones across the world is forecast to rise a whopping 55 percent in 2010. This year, it is expected that the number will go up to nearly 438 million from the 282.5 million in 2009.

According to telecommunications research company Informa, there will be 2.1 billion mobile broadband users in another four years, i.e. by 2014. Over the same period of time, the mobile data traffic level on the networks of world’s carriers will rise an astonishing 22 times, from about 674 million gigabytes to 15 billion gigabytes. Operator revenue will go up nearly 12 percent a year – sans changes in pricing – through 2014.

Operators are now clearly trying to link the mobile broadband pricing to a mobile network’s cost. The much popular All-you-can-eat pricing plans in the mobile industry, it is feared will cut down profits or even not cover costs. Such flat-rate plans were introduced during the initial phase of mobileWeb when demand was manageable and profitable. However, with traffic fast booming, indicating the growing smartphones’ popularity, social networking as well as downloading of videos and music has made operators wary.

This will most likely result in higher prices as operators look for ways to turn mobile profitable. This is the industry’s biggest priority in the medium and long-term. An Informa Telecoms & Media analyst points out we are now at the early stage of figuring out a ‘profitable’ way forward like pricing plans with certain download limits.

Clearly, the industry does not see a single, flat rate as a sustainable business model.
The operators in European countries are planning to limit per user downloads. They claim that customers will have a greater choice like a premium plan specially drawn for business users. But the new industry motto clearly is: ‘you get what you will pay for’ instead of ‘all you can eat’ plans.