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2021 Tariff Trend Report: Fourth MNOs Adopted Strategies

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  • October 2021
  • Region: Global
  • Tariff Consultancy
  • ID: 5527065

In this report the publisher analyses the strategies that are being deployed by MNOs that enter the market as a fourth MNO - in essence whether they are pursuing a disruptive challenger strategy or a follower strategy.

The publisher looks at the plans that are being introduced by the fourth MNO, and how they differentiate from other MNOs in the market and the types of strategy being deployed - and broadly whether the fourth MNO is a challenger or a follower in its mobile market. In summary the strategy of the fourth MNO evolves over time and becomes more akin to the established MNOs. The challenger role is increasingly being taken by the MNO sub brand, which offers a simple low-cost proposition. It will be interesting to see whether recently launched fourth MNOs in Singapore and Japan will continue with their distinctive challenger strategy. 

In the survey, the publisher first considers the plans offered by the fourth MNO, followed by a positioning of the fourth MNO compared with the other MNO plans and price levels. Finally, they provide the summary of the fourth MNO in each market and whether it fulfils a challenger or a follower role when compared with the other MNOs present.

Table of Contents

  1. Introduction - An overview of the fourth MNO Strategies
  2. 4th MNOs in the EMEA region
  3. 4th MNOs in the Americas region
  4. 4th MNOs in the Asia Pacific region 
  5. Conclusions
  6. Appendix 1 - A list of the MNOs included in this report
  7. Appendix 2 - The currencies & exchange rates used in this report (converted into USD $1)

List of figures
Figure 1 - A picture showing the Free Mobile League 1 football App sponsored by UberEats - France
Figure 2 - A chart showing the price plans available around the Euro €19.99 per month rate - France
Figure 3 - A table showing the Digi Mobile plans (in Hungarian) - Hungary
Figure 4 - A chart showing a comparison of MNO plans against the Digi Mobil Max plan in USD p/m
Figure 5 - A picture showing the Iliad Italy Giga 120 plan - Italy
Figure 6 - A chart showing a comparison of Iliad Italia’s 120 GB plan with other Italian MNOs
Figure 7 - A chart showing a comparison of the Polish MNO premium plans - Poland
Figure 8 - A chart showing the Telekom Romania Option Mobil Nelimitat plan with other MNOs -
Figure 9 - A chart showing 4ka’s positioning with the Slovakian MNOs based on premium plans
Figure 10 - A chart showing the Yoigo unlimited plans with other Spanish MNOs in USD per month
Figure 11 - A picture showing the Cell C Pre Pay Pinnacle plans - South Africa
Figure 12 - A chart showing the Cell C Pinnacle 10 GB Top Up plan with the other South African MNOs
Figure 13 - A chart showing the 3Flexible UL` plan compared with the other Swedish MNOs in USD p/m
Figure 14 - A chart showing the 3 UK Unlimited plan with other UK MNOs in USD per month
Figure 15 - A picture showing the Boost Mobile plans starting from USD $15 per month - USA
Figure 16 - A chart showing a comparison of Boost Mobile Go Unlimited plans with other US MNOs
Figure 17 - A picture showing the SmarTone 110 GB plan - Hong Kong
Figure 18 - A chart showing the SmarTone premium plan compared with other Hong Kong MNOs
Figure 19 - A chart showing the variable Rakuten UN-LIMIT VI variable plan - Japan
Figure 20 - A chart showing the Rakuten Mobile plan compared with other Japanese MNOs in USD p/m
Figure 21 - A graphic showing the ahamo sub-brand from NTT DoCoMo - Japan
Figure 22 - A graphic showing the LINEMO sub-brand from Softbank - Japan
Figure 23 - A graphic showing the Hero Unlimited King sub-brand - Malaysia
Figure 24 - A chart showing the U Mobile UL Hero GX68 plan with other Malaysian MNOs in USD p/m
Figure 25 - A picture showing the TPG Mobile 50 GB mobile data business plan - Singapore
Figure 26 - A chart showing TPG Mobile’s plan compared with other Singaporean MNOs in USD p/m
Figure 27 - A graphic showing the Singtel GoMo sub-brand proposition - Singapore
Figure 28 - A chart showing a comparison of Airtel Sri Lanka with other Sri Lankan MNOs in USD p/m
Figure 29 - A table showing the ranking for the 17 x 4th MNOs surveyed by price in USD per month 
Figure 30 - A table showing the list of the MNOs included this report
Figure 31 - A table showing the exchange rates used in tihs report


The analyst researches its reports typically within a three-month period. All of its reports are based on primary and secondary research including interviews with relevant companies/operators covered in the report. The analyst also draws on its extensive in-house database and its contacts in the field of telecommunications it has established since the company was launched in 2006.

The analyst has 26-years of experience in the field of telecoms pricing both mobile and fixed. They have a network of consultants as well as a multi-lingual research team, with languages spoken French, German, Polish and Spanish.