The idea
Average cost per GB includes the whole network, so it overstates the cost of off-peak traffic and understates the cost of peak traffic. Use price to spread demand: night packs and off-peak bonuses sell capacity that would otherwise sit idle. This is called peak-load pricing. Remember that free data filling a site today forces you to buy capacity later.
Use it thoughtfully
- Use off-peak offers to sell spare capacity.
- Avoid free data where sites are already full.
- Plan for next year's capacity cost of today's free data.
An example
ILLUSTRATIVE EXAMPLE: A night pack gives extra data from midnight to 6 a.m. on quiet sites, while bonus data is withheld in congested evening areas.
A question to try
Where in your network would one more GB cost almost nothing, and where would it cost the most?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.