Ralph de la Vega, CEO of AT&T Mobility and Consumer Markets, today came the closest he has so far in warning about some kind of use-based pricing. He spoke to attendees at a UBS conference in New York.
[ Stay up on tech news and reviews from your smartphone at infoworldmobile.com. | Get the best iPhone apps for pros with our business iPhone apps finder. | See which smartphone is right for you in our mobile "deathmatch" calculator. ]
"The first thing we need to do is educate customers about what represents a megabyte of data and...we're improving systems to give them real-time information about their data usage," he said. "Longer term, there's got to be some sort of pricing scheme that addresses the [heavy] users."
AT&T has found that only 3 percent of its smartphone users -- primarily iPhone owners -- are responsible for 40 percent of total data usage, largely for video and audio, de la Vega said. Educating that group about how much they are using could change that, as AT&T has found by informing wired Internet customers of such patterns.
"With landline capabilities, we used that concept and customers didn't know how much data they were using -- including parents who didn't know how their children were using [video and audio]," he said. "Once alerted, they reduced their consumption without anything other than being told that data was being used in an inordinate fashion."
De la Vega's comments on data use were previewed in a keynote he gave in October at the CTIA , but he went beyond those earlier comments today: "We are going to make sure incentives are in place to reduce or modify [data]uses so they don't crowd out others in the same cell sites."
Focus groups have been formed at AT&T to figure out how to proceed; AT&T is already setting up its systems to give smartphone users real-time data on their data patterns, he said.
"What's driving [high] usage are things like video or audio that plays around the clock," he added. "We have to get to those customers and get them to recognize they have to change their patterns, or there are things we will do to change those patterns."
He said he also felt that whatever AT&T does will conform with Net neutrality regulations already in place or under consideration by federal regulators, including the Federal Communications Commission.
Before taking questions, de la Vega also used a 20-minute address to defend AT&T's network, though he did not mention a series of TV ads used to rebut those from Verizon Wireless. Nor did he mention a lawsuit AT&T filed, then dropped, on the matter.
He noted a recent third-party study using driving tests showing AT&T's network outperforms Verizon's on throughput speeds. The study also found AT&T had only slightly more dropped calls than Verizon, with just two additional dropped calls per 1,000 than Verizon.