From industry norms on full costing to ecologies: On pricing principles in telecom

Is pricing of ICT-intense offerings following classical paths of pricing, or are they losing ground? Is pricing in telecom based on costing, customer value or something else? Who participates in creating the offerings that meet the end customers? And how is revenue distributed among participating actors? In this article, the ecology concept, with collaboration among independent actors in creating offerings, is explored in an attempt to find a way of analysing the complex web of interaction and determine the connection of pricing to costing and customer value. Three cases are analysed to demonstrate the approach and to draw tentative conclusions regarding pricing in telecom.