Why consumers will lose Vodafone's pricing war

Vodafone may have caved to consumers with its latest data charging plans, but the telco is set to have the last laugh with its long-term pricing ambitions.

Sunday’s backdown by Vodafone Australia on its mobile data charges is a small win for consumers, but it’s a war customers will almost certainly lose as telcos rebuild their margins to reflect how mobile data now dominates their businesses.

Vodafone’s struggle with introducing plan changes is one small part of the challenges the world's telcos have in funding the huge investments required to meet our voracious appetite for data.


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