Charging the same price to deliver mail anywhere in the UK,
from London to Lerwick, is a founding and fundamental principle of the Royal
Mail, but this has brought it under threat from more modern forms of
communication. It is just so much quicker, easier and cheaper to send an email
or a text message, and doing so is no longer the preserve of the young and
affluent.
Postal services have benefited in some ways, though, from
changes in society’s behaviour in the 21st century. The growth of
internet shopping has been a boon for parcel delivery services – and although this
sector is more competitive, Royal Mail’s universality gives it a crucial edge,
particularly at the lower end of the market.
And the company is looking to exploit this advantage in its
new pricing model, which sets a flat rate of £2.70 for all packages weighing
less than 750g; this means a 35p cut at the high end of this bracket, but a 70%
increase in the cost of posting a large but lightweight item.
The focus of media attention regarding these price changes
has inevitably been on the headline figures for first- and second-class stamp
prices (the latter is rising to 50p, five pence short of an inflation-linked regulatory
cap designed to protect those on the lowest incomes).
But the biggest impact will obviously be on small businesses,
which will still have little option but to rely on Royal Mail to serve their UK
customers. Many will see spiralling costs that will have to be passed on to their
customers, who will themselves be feeling the same squeeze.
And this is the risk that the Royal Mail is taking. As prices
rise, demand falls – the challenge is to find the optimal price level to
maximise revenue. That the regulator has given the company the freedom to
pursue this goal is a good thing, but such freedom must not be abused.
Research suggests that 75p for First Class is the tipping
point beyond which only a (shrinking) core of customers would continue to buy
stamps – and only because they have no alternative. But the acceleration of prices
over the last few years could be equally damaging.
There is also another, implicit flaw in the universality
model, which becomes more threatening to its survival, the higher its prices
rise. It is that by charging a delivery from one end of the country to the
other at the same rate as one being made across town, the former offers better
value for money than the latter.
Thus, short-distance customers are effectively subsidising
long-distance ones. As the stakes get higher, so do the gains that can be made
from finding alternative methods of communication where they are most readily
available – in urban areas – which in turn is where Royal Mail’s biggest
customers are and where its potential profits are easiest to come by.
And profits are a sore point for this company. In the last six
years, while postal volumes have declined by 25%, Royal Mail has lost around £1
billion. These are losses on a scale that price rises alone are not enough to
reverse – the company needs major reform to improve efficiency.
But all the while it must maintain its unique selling point,
highly valued by its customers and effectively responsible for its
continuing survival in the 21st century. The longer we want to
continue using it, the more we will have to pay for it.