Internetco offers a wireless connection to the Internet in Edinburgh, Scotland. The wireless connection is achieved with a remote modem that sends and receives signals through a network of antennae located throughout the city. The network has already been established. The customer simply buys the remote modem from Internetco and then pays a monthly fee for the service. Internetco is attempting to decide what price to charge for the service.

What factors should Internetco consider in making the pricing decision?