Vodafone to launch fixed price download system

Mobile operator Vodafone has announced the launch of a new pricing model for content which will allow content providers to charge a fixed price for downloads, including data charges, with the cost of the data transfer being included in the content price.

This model, which will see Vodafone providing the data service for the download for free and then recouping its costs from the content provider, is a vital move towards building the popularity of mobile content, including games, in many parts of the world.

While some territories have widespread flat-rate schemes for data, or utilise a variety of data transfer bundling schemes, consumers in countries such as the UK have traditionally been faced with a possible data transfer bill as well as the actual payment for downloaded content.

Under the new scheme, Vodafone will zero-rate the download of content covered by the agreement, and will then take a revenue share from the content provider - who will build the price of the download into its pricing.

Confusion over pricing and concerns over data transfer rates are often cited by industry executives as key reasons for the slow uptake of mobile gaming among some demographics, with Vodafone's new initiative likely to be welcomed as a way of improving the cost transparency for consumers.