The complexity of mobile broadband pricing from European ISPs is hindering uptake of the service, it has been claimed.
According to consultancy firm BroadGroup Tariff Services, the range of mobile broadband deals is characterised by a confusing set of terms including excess charges and fair usage policies as well as taxes and differing definitions of roaming.
This could actually be driving away custom from consumers who might otherwise be attracted to the technology, BroadGroup claims.
To address the situation a change in the pricing format should be adopted, said Margrit Sessions, spokesperson for BroadGroup.
She explained: "If it is accepted that customer perception of data is changing, and pricing needs to be accessible, the complexity associated with mobile broadband pricing must also change."
The firm found that the most common pricing policy adopted in Europe is inclusive per megabyte models, with 95 per cent offering a 1GB or higher inclusive product.