While the idea of mobile data roaming is not new, demand is clearly taking off, driven by the broadening rollout of 3G networks. Carriers are still experimenting with pricing, and many are leaning towards the same kind of package deals so popular with voice services: a bundle or “bucket” of usage for a fixed price rather than pricing by per Megabyte. Local demand may also play a role, with competition for users in major business and tourism centers driving down prices compared to rural regions.
Indeed, prices for data roaming have been falling in Europe and roaming data usage has been growing. However, notes Beccue, "Revenue growth for data roaming will be constrained by two factors: while usage grows, falling prices are partly offsetting revenue gains. And, at some point, penetration of the traveling population – or that part which might use data roaming – will have reached saturation".