I dunno about unlimited, but I certainly agree about the simplicity.

You have to consider the support costs for introducing such complex price plans. Millions of customers and thousands of call center reps will need to understand the details.

Say you charge a customer at a Champions league game double. Then if one tenth of them calls the call center when they get the bill, you'd still be losing money. And that's completley ignoring the customer perspective.

Good point. Everyone's talking about lowering prices in certain places, but raising prices is certainly a possibility too. And a stadium is a good example, because coverage is usually awful there, so I could see them raising prices to improve it. I still think simplicity (ie unlimited) trumps creativity!

Oh, absolutely. If, say, an operator decides to raise prices for those in the stadium for the Champions League final (not really a hypothetical case), mobile users would think this to be unfair.

Yup, context pricing for B2C can get "creative", though I would say the telecoms space is somewhat behind retail, aviation. B2B is rather challenging though.

Enjoy Dublin!

That's true, but they might be more sensitive when billing and location is involved. It'll come down to how the operators market it. If pricing really gets as "creative" as all the vendors here say it will in the future, they'll welcome cost savings any way they can get them.

I dunno..... One research done shows people to be comfortable with location-based stuff, what with the emergence of Qype, Four Square, etc. They (smartphone users at least) accept this.

Believe a lof of people will agree that basing mortgage rates on credit scoring is valid. But here's another example of real-time contextual pricing. Go to e-bookers.com or whatever to look at flights. Try it again, price has gone up. Fair?