The idea
A monthly fee captures the value of access, while a low unit price encourages usage. Versions such as speed-capped unlimited, app-only or night-only packs are often the same network with deliberate limits. That is fine and can widen access, as long as the limits are clear before purchase.
Use it thoughtfully
- State every speed cap and app limit on the offer.
- Use versions to serve lower budgets.
- Review whether a cheap version cannibalises full packs.
An example
ILLUSTRATIVE EXAMPLE: A social-only pack lets budget users stay connected to messaging apps, with the app list printed on the purchase screen.
A question to try
Could a customer understand every limit of your cheapest version before they pay?
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.