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Key Smartphone Mobile Data Pricing Trends in Europe Product Image

Key Smartphone Mobile Data Pricing Trends in Europe

  • ID: 2347585
  • December 2012
  • Region: Europe
  • 130 Pages
  • Tariff Consultancy

FEATURED COMPANIES

  • Bouygues Telecom
  • H3G
  • Movistar
  • Sonaecom
  • Tele2
  • Telekom
  • MORE

The 130-page report entitled 'Key Smartphone Mobile Data Pricing Trends in Europe' provides analysis of Bundled Mobile Data Services with Smartphones for both Pre Pay and Post Pay services across 41 MNOs in 10 European countries.

Countries covered include: France, Germany, Ireland, Italy, Netherlands, Portugal, Spain, Sweden, Switzerland and the UK).

The report gives detailed information of of MNO Pre Pay & Post Pay services and average Post Pay bundled pricing in each country for 2010, 2011 and 2012 and highlights the main trends that will take place into 2013.

From research based on TCL's unique telecoms price tracker database there have been 3 distinct phases identified in the development of Mobile Data bundles with Smartphones which include:

- Phase 1 – In 2010 the MNO started to offer Mobile Data as typically as a Bolt On to the Smartphone, with a relatively low Mobile Data allowance offered;
- Phase 2 – Into 2011 the MNO introduced a range of Premium Smartphone packages which include Mobile Data, SMS and call minutes at a relatively high price point;
- Phase 3 – Into 2012 there has been the introduction of many more Smartphone packages with many price points as an integrated tariff offering with a reduction of average pricing.

Countries Covered:

- France
- Germany
- Ireland
- Italy
- Netherlands
- Portugal
- Spain
- Sweden
- Switzerland
- United Kingdom

FEATURED COMPANIES

  • Bouygues Telecom
  • H3G
  • Movistar
  • Sonaecom
  • Tele2
  • Telekom
  • MORE

A list of figures (91 in total) used in this report
Background
Methodology
Executive Summary

French Smartphone Mobile Data Pricing
French Pre Pay Smartphone mobile data user segment trends from 2010 to 2012
The changes in Pre Pay Smartphone mobile data plan pricing
The key Pre Pay Smartphone usage trends & pricing
French Post Pay Smartphone mobile data user segment trends from 2010 to 2012
French High Post Pay Smartphone mobile data plan pricing
French Medium Post Pay Smartphone mobile data plan pricing
French Low Cost Post Pay Smartphone mobile data plan pricing
French average Post Pay Smartphone mobile data plan pricing
The changes in French Smartphone mobile data plan pricing
The key new Smartphone mobile data products
The key Smartphone usage trends & pricing
Forecast French Smartphone mobile data trends – 2012 to 2013
French Pre Pay Smartphone mobile data plans - 2012 to 2013
French Post Pay Smartphone mobile data plans – 2012 to 2013
Key French Smartphone mobile usage trends & pricing – '12 to '13
Implications of the increase in Mobile Data volumes
User impact of the Smartphone pricing initiatives
Summary & Conclusions – Impact on French users of Smartphone pricing initiatives

German Smartphone Mobile Data pricing (Same chapter heading as France)

Irish Smartphone Mobile Data pricing (Same chapter heading as France)

Italian Smartphone Mobile Data pricing (Same chapter heading as France)

Netherlands Smartphone Mobile Data pricing (Same chapter heading as France)

Portuguese Smartphone Mobile Data pricing (Same chapter heading as France)

Spanish Smartphone Mobile Data pricing (Same chapter heading as France)

Swedish Smartphone Mobile Data pricing (Same chapter heading as France)

Swiss Smartphone Mobile Data pricing (Same chapter heading as France)

UK Smartphone Mobile Data pricing (Same chapter heading as France

Conclusion – The main Smartphone mobile data trends across the 10 countries Smartphone penetration levels
Mobile Data ARPU as a percentage of total mobile ARPU
Average Mobile Data revenue growth per Country
Average Smartphone Post Pay Mobile Data pricing
Average Smartphone Pre Pay Mobile Data pricing
The future of Smartphone Mobile Data bundles – 2012 to 2013
Conclusions – Smartphone Mobile Data service growth

A list of Figures used in this report - Key Smartphone Mobile Data pricing trends in Europe

Figure 1: A table showing the average Smartphone Mobile Data bundles
Figure 2: A chart showing the average Mobile Data price points per country
Figure 3: A table showing the number of High, Medium & Low Smartphone Mobile Data bundles
Figure 4: A pie chart showing the most common Mobile Data allowances
Figure 5: A chart showing the growth in Mobile Data allowances from 2010 to 201
Figure 6: A chart showing selected French Pre Pay Mobile Data pricing bundles
Figure 7: A chart showing French High Smartphone Mobile Data Bundles
Figure 8: A chart showing French Medium Smartphone Mobile Data Bundles
Figure 9: A chart showing the French Low Smartphone Mobile Data Bundles
Figure 10: A chart showing the French Average Smartphone Mobile Data Bundles
Figure 11: A table showing the changes in French Smartphone Mobile Data plans
Figure 12: A chart showing data usage per quarter from Bouygues Telecom
Figure 13: A chart showing the numbers of Smartphone Mobile Data bundles in France ‘10 to ‘1
Figure 14: A pie chart showing the percentage of Mobile Data bundles in France
Figure 15 - A chart showing selected German Pre Pay Smartphone Mobile Data bundles
Figure 16: A chart showing High Smartphone Mobile Data pricing
Figure 17: A chart showing Medium Smartphone Mobile Data pricing
Figure 18: A chart showing Low Smartphone mobile data pricing
Figure 19: A chart showing the Average Smartphone Mobile Data pricing
Figure 20: A chart showing the number of Smartphone Mobile Data bundles in Germany
Figure 21: A pie chart showing the percentages of Smartphone Mobile Data bundles in Germany
Figure 22 - A chart showing selected Irish Pre Pay Smartphone Mobile Data bundles
Figure 23: A chart showing High Smartphone Mobile Data pricing
Figure 24: A chart showing Medium Smartphone Mobile Data pricing
Figure 25: A chart showing Low Smartphone Mobile Data pricing
Figure 26: A chart showing the Average Smartphone Mobile Data pricing
Figure 27: A chart showing the number of Smartphone Mobile Data bundles in Ireland
Figure 28: A pie chart showing the percentages of Smartphone Mobile Data bundles in Ireland
Figure 29: A chart showing selected Italian Pre Pay mobile data pricing
Figure 30: A chart showing the High Smartphone Mobile Data pricing
Figure 31: A chart showing Medium Smartphone Mobile Data pricing
Figure 32: A chart showing Low Smartphone Mobile Data pricing
Figure 33: A chart showing average Smartphone Mobile Data pricing
Figure 34: A chart showing the numbers of Italian Smartphone Mobile Data bundles
Figure 35: A pie chart showing the percentage of Mobile Data bundles in Italy
Figure 36: A chart showing selected Pre Pay Smartphone pricing in the Netherlands
Figure 37: A chart showing High Smartphone Mobile Data pricing
Figure 38: A chart showing Medium Smartphone Mobile Data pricing
Figure 39: A chart showing the Low Smartphone Mobile Data pricing
Figure 40: A chart showing the average Smartphone Mobile Data pricing in the Netherlands
Figure 41: A chart showing the number of Mobile Data pricing bundles in the Netherlands
Figure 42: A pie chart showing the percentage of Smartphone Mobile Data bundles in the NL
Figure 43: A chart showing Pre Pay Mobile Data bundles in Portugal
Figure 44: A chart showing High Smartphone Mobile Data pricing
Figure 45: A chart showing Medium Smartphone Mobile Data pricing
Figure 46: A chart showing Low Smartphone Mobile Data pricing
Figure 47: A chart showing average Smartphone Mobile Data pricing
Figure 48: A chart showing selected non-Data revenue from Optimus and TMN
Figure 49: A chart showing the number of Smartphone Mobile Data bundles in Portugal
Figure 50: A pie chart showing the percentage of Mobile Data bundles in Portugal
Figure 51: A chart showing selected Pre Pay Smartphone Mobile Data pricing in Spain
Figure 52: A chart showing High Smartphone Mobile Data pricing
Figure 53: A chart showing Medium Smartphone Mobile Data pricing
Figure 54: A chart showing Low Smartphone Mobile Data pricing
Figure 55: A chart showing the average Smartphone Mobile Data pricing in Spain
Figure 56: A chart showing the numbers of Mobile Data bundles in Spain
Figure 57: A pie chart showing the percentage of Mobile Data bundles in Spain
Figure 58: A table showing the number of Pre Pay & Post Pay bundles by Spanish MNO
Figure 59 - A chart showing the percentage of Post Pay users using Vodafone integrated tariffs
Figure 60: A chart showing selected Pre Pay Smartphone Mobile Data pricing in Sweden
Figure 61: A chart showing High Smartphone Mobile Data pricing
Figure 62: A chart showing Medium Smartphone Mobile Data pricing
Figure 63: A chart showing Low Smartphone Mobile Data pricing
Figure 64: A chart showing the average Smartphone Mobile Data pricing in Sweden
Figure 65: A chart showing the numbers of Mobile Data bundles in Sweden
Figure 66: A pie chart showing the percentage of Mobile Data bundles in Sweden
Figure 67: A chart showing the growth in Swedish Mobile Data from 2009 to 2011 (in per cent)
Figure 68: A table showing data volumes per month in Sweden by type of Mobile Service
Figure 69: A chart showing selected Pre Pay Smartphone Mobile Data pricing in Switzerland
Figure 70: A chart showing High Smartphone Mobile Data pricing
Figure 71: A chart showing Medium Smartphone Mobile Data pricing
Figure 72: A chart showing Low Smartphone Mobile Data pricing
Figure 73: A chart showing the average Smartphone Mobile Data pricing in Switzerland
Figure 74: A table showing the change in Swisscom Pre Pay & Post Pay subscribers
Figure 75: A chart showing the numbers of Mobile Data bundles in Switzerland
Figure 76: A pie chart showing the percentage of Mobile Data bundles in Switzerland
Figure 77: A chart showing selected Pre Pay Smartphone pricing in the UK
Figure 78: A chart showing the High Smartphone Mobile Data pricing
Figure 79: A chart showing Medium Smartphone Mobile Data pricing
Figure 80: A chart showing Low Smartphone Mobile Data pricing
Figure 81: A chart showing average Smartphone Mobile Data pricing
Figure 82: A chart showing the growth of Vodafone network growth by device
Figure 83: A chart showing the numbers of Mobile Data bundles in the UK
Figure 84: A pie chart showing the percentage of Mobile Data bundles available in the UK
Figure 85: A chart showing ARPU trends from Everything Everywhere
Figure 86: A chart showing average Smartphone penetration levels (in per cent)
Figure 87: A chart showing the average Data ARPU as a percentage of total ARPU
Figure 88: A chart showing Mobile Data revenues as a percentage of total mobile revenues
Figure 89: A chart showing average Mobile Data revenue growth in per cent
Figure 90: A chart showing average Smartphone Mobile Data pricing
Figure 91: A chart showing average Smartphone Mobile Data Pre Pay pricing

FEATURED COMPANIES

  • Bouygues Telecom
  • H3G
  • Movistar
  • Sonaecom
  • Tele2
  • Telekom
  • MORE

The 1 GB or above monthly Mobile Data allowance now accounts for over half of Smartphone Post Pay contracts offered in 10 European markets from the TCL survey.

New Mobile Data allowances with the Smartphone are being used as a core bundled product in Europe, with monthly Smartphone Mobile Data allowances increasing over time as more integrated tariffs are introduced.

TCL (Tariff Consultancy Ltd) in the new report Key Smartphone Mobile Data Pricing Trends in Europe has identified a rapid increase in Mobile Data allowances which has become the standard offering. The 1 GB or above monthly Mobile Data allowance now accounts for over half of Smartphone Post Pay contracts offered in 10 European markets from the TCL survey.

The TCL report analyses Smartphone Mobile Data pricing of 41 MNOs across 10 key European markets (including France, Germany, Ireland, Italy, Netherlands, Portugal, Spain, Sweden, Switzerland and the UK) for both Pre Pay & Post Pay services, and examines the trends in pricing from 2010 to 2013.

Mobile Data allowances are being bundled with the Smartphone and are a relatively new service with MNOs now offering an “integrated” tariff with Mobile Data as the core component.

Mobile Data is being offered as a core service, with monthly data allowances offered from 1 GB up to 10 GB. The most common Data bundle is the 1 GB allowance, but in markets such as Ireland Mobile Data allowances as high as 5GB per month are provided as standard (for the iPhone).
Additionally MNOs continue to migrate their Pre Pay customers to Post Pay Smartphone bundles. There is also growth in the provision of 30 Day contracts – as in France – where web-based deals offer a minimum contract term with higher Data allowances since Free Mobile entered the French market.

From research based on TCL's unique telecoms price tracker database there have been 3 distinct phases identified in the development of Mobile Data bundles with Smartphones which include –

- Phase 1 – In 2010 the MNO started to offer Mobile Data as typically as a Bolt On to the Smartphone, with a relatively low Mobile Data allowance offered;
- Phase 2 – Into 2011 the MNO introduced a range of Premium Smartphone packages which include Mobile Data, SMS and call minutes at a relatively high price point;
- Phase 3 – Into 2012 there has been the introduction of many more Smartphone packages with many price points as an integrated tariff offering with a reduction of average pricing.

Average Post Pay Smartphone pricing has risen initially as MNOs focused on the Premium segment but then has reduced over time as more packages have been introduced.

Also there has been an introduction of “unlimited” Mobile Data packages into 2012. In Switzerland Swisscom now offer unlimited an Mobile Data allowance as standard, with the only price difference being for different access speeds – ranging from up to 1 Mbps, 7.2 Mbps, 21 Mbps and 100 Mbps.

And H3G in Ireland and the UK also offer an “All you can eat Data” tariff as standard.

Swisscom has described the implementation of its new tariff structure as a means of freeing its customers from “bill shock” and allows the user to access Mobile Data without fear of being charged a supplementary service. Additionally Swisscom claims that users equate quality with the download access speed that is available.

In essence most European MNOs are treating Mobile Data as a core package offer. To the core package of Mobile Data the MNO will then add a bundle of call minutes and SMS which are used as part of a premium offering. And some MNOs are now starting to include international calls and roaming bundles (for calls or Mobile Data in Europe) as part of their premium offer.

But the common feature is the provision of monthly Mobile Data allowances across a number of price points - with other bundled call services and SMS services added to create a high price point.

But the introduction of higher Mobile Data allowances by the European operator is set to pose a challenge for the MNO as it seeks to differentiate its bundled Smartphone service in the future – the presence of so-called “all you can eat Data” packages will make it difficult to increase pricing for bundles over time.

- Bouygues Telecom
- E-Plus
- Free Mobile
- H3G
- KPN
- Meteor
- Movistar
- Orange
- SFR
- Sonaecom
- Sunrise
- Swisscom
- Tele2
- Telecom Italia Mobile
- Telefonica O2
- Telekom
- Telenor
- Telia
- TMN
- Vodafone
- Wind
- Yoigo

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