The impact of mobile on the travel industry will be at least as far-reaching as that of the PC and the Internet. The marketplace is wide open now. To win, companies will need to understand their customers' mobile usage trends, tailor their marketing, and even adapt their operating models accordingly.
Facing declining margins in voice and text, mobile operators must center plans around data and price them at optimal levels. While traditional approaches tend to set prices too low, a new BCG methodology results in more accurate pricing by identifying and factoring in how consumers really make purchasing decisions.