TIM has launched Priority, a service targeted at Wi-Fi and 5G subscribers that offers guaranteed speeds and an improved experience. The service initially targeted Wi-Fi subscribers but will now be extended to the 5G mobile network from October, with venue deployments at the Circus Maximus, Monza and Imola, following trials at San Siro during the Olympics.
TIM’s Priority service is in line with similar launches by other mobile operators globally. Operators are aiming to move beyond competing on gigabyte bundles and headline speeds; instead, they are shifting towards a new model of creating digital fast lanes for their customers to improve the user experience in areas of network congestion. As highlighted in an analysis by GSMA Intelligence, experience-based tariffs are one of the newer monetisation approaches for operators. Fast lanes are also positioned as premium services that drive higher average revenues per user.
Airtel has launched a comparable priority offering in India, and similar fast lane propositions are emerging in markets worldwide. In Europe, the Digital Networks Act is an opportunity to update the current rules, so they allow the full potential of 5G services, enabling service innovation that meets customer demand.
Read the press release (Gruppo TIM)
