Operators want to ban the use of applications that do not use data 1

Operators want to ban the use of applications that do not use data

Major mobile phone operators in Brazil are planning to end the use of apps that do not consume data, known as “zero rating”. This strategy, which allows free access to services such as WhatsApp, YouTube and other social networks without deducting from the data allowance, has attracted many customers in recent years. However, the increase in data consumption with the expansion of 4G and the arrival of 5G has led operators to reconsider the continuity of this service.

In addition to the increase in data consumption, the discussion surrounding payment for network usage by large technology companies also contributes to this change in plans. Services such as Google, Meta (which owns Facebook), Netflix and Amazon consume a significant amount of data, and operators are looking for ways to optimize their earnings and invest in network capacity.

Misguided initiative

The president of Claro Brasil group, José Felix, classified the “zero rating” as a “misguided initiative”, but believes there is still time to review the company’s strategy. Vivo and Tim are also analyzing the suspension of this offer, as they need to guarantee the remuneration of investments in network infrastructure.

Operators want to ban the use of applications that do not use data 2

Photo: ZFimages/Reproduction

One possible approach would be to offer free access to applications through more expensive plans, in which the consumer would pay for this “free internet”. This change would make it possible to balance the costs for operators and ensure the financial sustainability of this offer.

However, customers and Internet users are already reacting negatively, especially to the end of free plans. Free access to popular applications is an attractive feature of prepaid plans, and the end of this could jeopardize user loyalty. Another alternative would be to establish partnerships with other companies, offering discounts or free accounts in exchange for payment for the use of the most popular applications.

There is still no confirmation on how exactly this change will be implemented, but it is an issue that will impact the mobile internet market in Brazil. Consumers are eagerly awaiting updates from operators and to find out how this will affect their access to applications without consuming their mobile data allowance.

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