B2C Product and Price Policy of Mobile Providers Insights from Qualitative Expert Interviews in the German and Swiss Market

This study examines the B2C product and price policy of mobile providers based on 14 expert interviews (13 in Germany and one in Switzerland) conducted in 2023. We interviewed employees of mobile network operators, service providers, consultancies, a research institute, and a price comparison portal to gain insights into pricing strategies, willingness to pay (WTP), and other aspects of mobile markets (e.g., 5G technology). As a result, the experts in the B2C sector see the main challenges for 5G (and future technologies) in the lack of market-ready use cases, restrictive regulatory framework conditions, and parallel/hybrid technologies. The findings are particularly relevant for mobile providers to set competitive prices and increase profitability. Product managers from other industries and economic or marketing scientists can also benefit from the research results on pricing and WTP, including the hypothetical bias (HB).