1..  Collect the pricing schedules of three leading cell phone service providers.

Identify all the pricing dimensions (e.g., airtime, subscription fees, free minutes, per second/6 seconds/minute billing, airtime and data rollover plans) and pricing levels for each dimension (i.e., the range offered by the players in the market).

Determine the usage profile for a particular target segment (e.g., a young executive who uses the phone mostly for personal calls, or a full-time student). Based on the usage profile, determine the lowest cost provider. Next, measure the pricing schedule preferences of your target segment (e.g., via conjoint analysis). Finally, advise the smallest of the three providers how to redesign its pricing schedule to make it more attractive to your target segment.