Minutes of use

When we started Virgin Mobile, the entire mobile phone industry was obsessed with minutes of use. How many minutes did you talk on your phone each month?
The core infrastructure was set up to measure minutes, so they ran their businesses about minutes.
When texting became popular, and then other data usage, they measured those things.
But Wi-Fi has really changed the world. Most usage goes over Wi-Fi. Much less goes over the carrier network on mobile.
Meanwhile, minutes of use has gone up up up. It is to the point now that I think I’m using my phone for many hours per day. But they don’t measure that. And they don’t create products that make that better.
Perhaps they should measure what matters rather than what they can sell by the unit. 

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