Pricing Strategies for Data
2019.09.02   |   73 pages   |   Revenue Continuity

Author:
Liam Mimnagh


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Key Infographic

 

Introduction

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.

 

Three i3

 

Companies: Elisa, Sprint, Verizon, Telstra, M1 Singapore, Sintel, Swisscom, Sunrise, EE UK, Vodafone UK, Vodafone Italy, TIM Italy, Vodafone Romania, Vodafone Germany, Deutsche Telekom, Viva Bahrain, du UAE, Etisalat UAE, SK Telecom, Korea Telecom, Hatch Gaming,

Countries: Finland, USA, Australia, Singapore, Switzerland, UK, Italy, Romania, Germany, Bahrain, UAE, South Korea,

Keywords: URLLC, eMBB, wearable, zero-rating, music data pass, Unlimited Watch, unlimited data, tiered data, 5G phones, 5G handsets, enhanced mobile broadband, mobile broadband, 5G premium, IoT, 5G tariffs, speed tariffs, AR, streaming, 5G pricing, prepay 5G, home broadband, Mi-Fi, LTE tariffs, connected car, Tariff Simplification, cloud gaming, 4G investment, postpay 5G, unlimited tariffs, cloud storage, Tablet plan, loyalty, Speed Add-on, T22 Strategy, fixed wireless, 5G data, tiered speeds, data roaming, Telstra 2022 Strategy, Entertainment data pass, video content, 5G Core Network, 5G services, gaming, hotspot, 5G applications, Tariff reduction, tariff consolidation, Hatch gaming, 5G investment, VR, Vodafone Passes, data pass, Ou too Bundle Data, latency pricing, Smart Watch, 5G-Add-on, gaming data pass, 5G, 5G differentiation, premium pricing, data pricing,

1

Overview

1

1.1

Key Infographic

1

1.2

Introduction

1

1.3

Three i3

1

2

Background and Content

2

2.1

Background to the Report

2

2.2

Report Content

2

2.3

Currency and Conversions

3

2.4

Further Questions and Feedback

3

3

The Case for Change

4

4

Tariff Innovation Examples

8

4.1

Introduction

8

4.2

Elisa Finland - Unlimited Tariffs Tiered by Speed

8

4.3

Sprint USA - Unlimited Tariffs and 5G Promotion

9

4.3.1

5G Phones Restricted to Top-level Unlimited Plan

9

4.3.2

Other Plans Incorporating 5G

11

4.3.3

Other Differentiating Tariff Elements

12

4.4

Verizon USA – 5G Tariffs for Home and Mobile

13

4.4.1

Unlimited Tariffs (Updated) 5G Premium

13

4.4.2

Verizon’s 5G MiFi Proposition

15

4.4.3

Verizon’s Fixed Wireless 5G Home Broadband Proposition

16

4.4.4

Other Device Services

17

4.5

Telstra Australia - Tariff Simplification and 5G

17

4.5.1

Postpay Plans to Reduce Customer Pain Points

17

4.5.2

Prepay Plans With Flexible Volumes and Validity Periods

20

4.6

M1 Singapore - Simplification and Consolidation

22

4.6.1

Postpay Tariff Rationalisation

22

4.6.2

M1 Prepay

24

4.7

Singtel Singapore – Ubiquity and Prepay Innovation

25

4.7.1

Postpay Segmentation Approach

25

4.7.2

Singtel Hybrid Option

27

4.7.3

Prepay Feature Innovation

27

4.8

Swisscom Switzerland – New Generation Tariffs

32

4.8.1

Shaping the B2C Market and Strengthening Differentiation

32

4.8.2

Swisscom Postpay Propositions with 5G Premium

34

4.8.3

The Swisscom Prepay Proposition

34

4.9

Sunrise Switzerland – Automatic 5G Subscription

35

4.10

EE UK – Maintaining a 5G Premium

37

4.10.1

Postpay Propositions

37

4.10.2

EE 5G Mobile Broadband

40

4.10.3

EE Hybrid

41

4.10.4

EE Prepay

41

4.11

Vodafone UK – Unlimited and 5G Tariffs

43

4.11.1

Unlimited Tariffs - 5G Ready

43

4.11.2

Standard Tariffs – Tiered 4G Data

44

4.11.3

Vodafone Mobile and Fibre Broadband

45

4.11.4

Tracking Services

46

4.12

Vodafone Italy – Unlimited 5G Data Tariffs at the Top

46

4.13

TIM Italy - Tiered Speeds and Data

48

4.13.1

Postpay Advance 5G Tariffs

48

4.14

Vodafone Romania – 5G and Unlimited Data

50

4.15

Vodafone Germany – Maintaining a 5G Premium

52

4.15.1

5G and Unlimited Data on High Value Tariff

52

4.15.2

5G Tariffs for Younger Customers

53

4.15.3

Vodafone Germany Mobile Broadband

53

4.16

Deutsche Telekom – Unlimited 5G Tariffs

55

4.16.1

Magenta Mobile Tariffs Upgraded to Include 5G

55

4.16.2

Mobile Broadband and 5G

56

4.17

Viva Bahrain – 5G Premium for Prepay and Postpay

57

4.18

Etisalat and du UAE – Automatic 5G

59

4.19

SK Telecom South Korea

60

4.19.1

5G Tariffs with Promotional Unlimited Data

60

4.19.2

5G Initial Impact

62

4.20

Korea Telecom South Korea

62

4.20.1

5G Tariffs With Unlimited Data and Unlimited Speeds

62

4.20.2

5G Initial Impact

66

5

Findings

68

6

Recommendations

72

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