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Pricing Strategies for Data

  • ID: 4832732
  • Report
  • 73 Pages
  • Mobile Market Development Ltd (Wireless Profit)
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FEATURED COMPANIES

  • Deutsche Telekom
  • Elisa
  • Korea Telecom
  • SK Telecom
  • Swisscom
  • Verizon
  • MORE

Annual data usage continues to grow while MNO revenue growth stagnates. Data connectivity income has grown too slowly to offset falling voice revenue. Meanwhile, volumes grow exponentially, enabled by ever more generous (sometimes unlimited) allowances, driven by apps and services that feed revenue to OTT players.

In that context, this report reviews a range of consumer mobile, broadband and fixed wireless propositions from 20 MNOs – 18 of which have launched 5G in 2019.

Inspirations

  • Data volume growth with static revenues
  • Decreasing viability of pure connectivity as a sole revenue source
  • Rush of launches (40+) of 5G networks by August

Issues

  • Disintermediation reducing connectivity as a percentage of service revenues
  • Need for 5G capital investment prior to 4G payback for operators
  • Danger of relegation of connectivity to utility status as 5G deploys

Implications

  • MNOs risk becoming wholesale providers by default
  • Urgent need to collaborate with OTT/app providers
  • 5G offers opportunity for new business models for innovative MNOs innovators
Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Deutsche Telekom
  • Elisa
  • Korea Telecom
  • SK Telecom
  • Swisscom
  • Verizon
  • MORE

1 Overview
1.1 Key Infographic
1.2 Introduction
1.3 Three i3

2 Background and Content
2.1 Background to the Report
2.2 Report Content
2.3 Currency and Conversions
2.4 Further Questions and Feedback

3 The Case for Change

4 Tariff Innovation Examples
4.1 Introduction
4.2 Elisa Finland - Unlimited Tariffs Tiered by Speed
4.3 Sprint USA - Unlimited Tariffs and 5G Promotion
4.3.1 5G Phones Restricted to Top-level Unlimited Plan
4.3.2 Other Plans Incorporating 5G
4.3.3 Other Differentiating Tariff Elements
4.4 Verizon USA – 5G Tariffs for Home and Mobile
4.4.1 Unlimited Tariffs (Updated) 5G Premium
4.4.2 Verizon’s 5G MiFi Proposition
4.4.3 Verizon’s Fixed Wireless 5G Home Broadband Proposition
4.4.4 Other Device Services
4.5 Telstra Australia - Tariff Simplification and 5G
4.5.1 Postpay Plans to Reduce Customer Pain Points
4.5.2 Prepay Plans With Flexible Volumes and Validity Periods
4.6 M1 Singapore - Simplification and Consolidation
4.6.1 Postpay Tariff Rationalisation
4.6.2 M1 Prepay
4.7 Singtel Singapore – Ubiquity and Prepay Innovation
4.7.1 Postpay Segmentation Approach
4.7.2 Singtel Hybrid Option
4.7.3 Prepay Feature Innovation
4.8 Swisscom Switzerland – New Generation Tariffs
4.8.1 Shaping the B2C Market and Strengthening Differentiation
4.8.2 Swisscom Postpay Propositions with 5G Premium
4.8.3 The Swisscom Prepay Proposition
4.9 Sunrise Switzerland – Automatic 5G Subscription
4.10 EE UK – Maintaining a 5G Premium
4.10.1 Postpay Propositions
4.10.2 EE 5G Mobile Broadband
4.10.3 EE Hybrid
4.10.4 EE Prepay
4.11 Vodafone UK – Unlimited and 5G Tariffs
4.11.1 Unlimited Tariffs - 5G Ready
4.11.2 Standard Tariffs – Tiered 4G Data
4.11.3 Vodafone Mobile and Fibre Broadband
4.11.4 Tracking Services
4.12 Vodafone Italy – Unlimited 5G Data Tariffs at the Top
4.13 TIM Italy - Tiered Speeds and Data
4.13.1 Postpay Advance 5G Tariffs
4.14 Vodafone Romania – 5G and Unlimited Data
4.15 Vodafone Germany – Maintaining a 5G Premium
4.15.1 5G and Unlimited Data on High Value Tariff
4.15.2 5G Tariffs for Younger Customers
4.15.3 Vodafone Germany Mobile Broadband
4.16 Deutsche Telekom – Unlimited 5G Tariffs
4.16.1 Magenta Mobile Tariffs Upgraded to Include 5G
4.16.2 Mobile Broadband and 5G
4.17 Viva Bahrain – 5G Premium for Prepay and Postpay
4.18 Etisalat and du UAE – Automatic 5G
4.19 SK Telecom South Korea
4.19.1 5G Tariffs with Promotional Unlimited Data
4.19.2 5G Initial Impact
4.20 Korea Telecom South Korea
4.20.1 5G Tariffs With Unlimited Data and Unlimited Speeds
4.20.2 5G Initial Impact

5 Findings

6 Recommendations

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  • Deutsche Telekom
  • du UAE
  • EE UK
  • Elisa
  • Etisalat UAE
  • Hatch Gaming
  • Korea Telecom
  • M1 Singapore
  • Sintel
  • SK Telecom
  • Sprint
  • Sunrise
  • Swisscom
  • Telstra
  • TIM Italy
  • Verizon
  • Viva Bahrain
  • Vodafone Germany
  • Vodafone Italy
  • Vodafone Romania
  • Vodafone UK
Note: Product cover images may vary from those shown
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