Here's a cool interview with a strategy guy from Orange.
He talks about how opaque pricing was a strategy that only caused confusion in consumers, and price wars among rival carriers - leading to commoditization of core product the industry offered. He also claims Orange is going to shift focus to value creation, by finding out what consumers value most, and giving it to them. He hopes this will make consumers stick, by creating switching costs.
This may sound basic, but believe me, it is the beginnings of a revolution in the mobile industry - which has always, till now, focused on price competition and value extraction.