The traditional tariff approach to the costing of mobile telephone calls fails to take into account the full range of package options available to consumers over the life of the fixed basket. The method proposed in this paper samples profiles and then selects for pricing the appropriate package from each service provider. It assumes a rational consumer who has perfect knowledge but this assumption is more realistic than the alternative of the ill-informed laggard, particularly in telecommunications in the UK where unit cost information is readily available and where at points in time customers can transfer from one tariff to another free of charge.
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