Operators in emerging Asia–Pacific (EMAP) are struggling to monetise mobile data, despite growing adoption of smartphones and increased usage of data services. Competitive pressures in prepaid-heavy markets have pulled unit prices down. In addition, the launch of 4G services in many markets has not generated the expected increases in ARPU.
This report provides:
- guidance for regional operators in how they can adjust their mobile data pricing in relation to the quality of their mobile data network
- insights into over-the-top (OTT) partnerships and profitable ways to utilise app-based pricing
- recommendations regarding device bundling tactics in prepaid-heavy markets.
key Questions Answered in this Report
- How can operators adjust their mobile data pricing in relation to the quality of their mobile data network? How can tariff simplification, particularly on prepaid plans, help operators in their efforts to monetise data?
- Which OTT partnership strategies are available to operators for mobile data monetisation? What are the retention outcomes of OTT bundling and how can operators achieve profitability through app-based pricing?
- What role should operators play in smartphone and device bundling? How can operators address high-prepaid, low-income markets with device bundles, while also managing risk? Which programmes can help them increase their presence as smartphone channels?
Who Should Read this Report
- Operators in emerging Asia–Pacific, as well as those in other emerging markets with price pressures on mobile data prices.
- Strategy directors and managers that want to understand the challenges of mobile data monetisation in this region and the options available to them.
- Product managers and pricing teams that are handling OTT bundling and are involved designing app-based pricing.
- Operators’ device teams that wish to gain insights into how they can address prepaid-heavy markets with various bundling options, while managing the financial risks of default.