Telecoms: Italy

In a country where 85% of mobile subscribers are on pre-paid, it’s not so bizarre that fixed line operators are willing to push the same model for wireline residential customers.
That’s exactly what Fastweb is promoting with its new ‘Tuttoricaricabile’ (all rechargeable) offer. Through a single broadband ADSL connection, Fastweb is offering both Internet access and voice on a sole ‘pre-paid’ mode. No monthly fee, no minimum contract, just simple and pure pay-per-use with customers buying ‘recharges’ in 25 €, 50 € or 100 € (including a € 5 overhead) as needed.
According to Fastweb,

Tuttoricaricabile is intended for the new user segment of young couples, singles and anyone interested in fixed telephone and Internet services, who keep a close watch on their spending

This is a big change in Fastweb’s marketing strategy, that since its inception has always been focusing on the higher end of the consumer market winning the highest residential ARPU in Italy.