SIM-only Policies & Initiatives for the Postpay Segment
2006.12.18   |   48 pages   |   Consumer Contract Segment

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SIM-only postpay connections today account for a small proportion of mobile operators' total postpay connections (typically ranging from 1% to 5%). This is significantly lower than prepay SIM-only connections which account for 20%-50% of all prepay connections in most European markets. The large disparity is due to the presence of heavy handset subsidies in most postpay markets which render SIM-only postpay propositions less attractive than they would otherwise be. However, MMD believes that the postpay SIM-only market segment will grow over time, driven initially by the reduction of handset subsidies and subsequently stimulated by operator initiatives to develop the market with more aggressive propositions and promotions. The current paper analyses this embryonic market segment and:

  • Reveals how the postpay SIM-only segment has the potential to grow to account for more than half of all postpay connections in subsidy free markets
  • Provides detailed SIM-only service proposition descriptions for 26 MNOs and MVNOs across 9 different markets (Australia, Belgium, France, Germany, Ireland, Italy, Netherlands, Switzerland and the UK)
  • Details the characteristics of the postpay SIM-only segment which make it a potentially lucrative segment with a low cost of acquisition
  • Describes how some service propositions have been designed in a negative manner which serves to curb demand for postpay SIM-only connections
  • Highlights how progressive operators who recognise the potential of this segment are implementing measures to increase the attractiveness of their SIM-only postpay offers
  • Details how improved visibility of SIM-only postpay offers is needed through on-line and retail channels in order to increase the addressable market

Keywords: SIM Only, Contract SIM Only, Postpay SIM-only, Contract SIM-only,

Table Of Contents
1 Overview 1
2 Introduction 2
3 Strategic Considerations 3
3.1 The Case for Proactive Market Development 3
3.2 Positive Positioning of Postpay SIM-only Offers 7
3.3 Why Postpay SIM-only will grow 7
3.4 Segmentation 8
3.4.1 The Low Cost Online Segment 8
3.4.2 The International SIM segment 8
3.4.3 The Family Segment 8
3.4.4 The Kids/Youth Segment 8
3.4.5 New Postpay SIM-only Segments 9
3.5 Channel Development 9
4 Australia 10
4.1 Telstra's Member Plans 10
4.1.1 Member Plan Proposition 10
4.2 Vodafone's CAP Plans 11
4.3 Virgin Mobile - Postpay 11
5 Belgium 13
6 France 15
6.1 Orange 15
6.2 Debitel "Ma Puce" Forfait Offer 16
6.3 SFR SIM-only Offers 17
6.4 Virgin Mobile 18
7 Germany 20
7.1 T-Mobile Germany 20
7.1.1 Postpay Plans Containing Inclusive Multimedia Services 21
7.2 Vodafone Germany 21
7.2.1 Enhanced Postpay Plans Bundling 3G Services 22
7.2.2 SuperFlat 23
7.3 O2 Germany 24
7.3.1 klarmobil 24
7.3.2 Tchibo 26
8 Ireland 28
8.1 Vodafone 28
8.2 O2 28
8.3 Meteor Postpay 29
9 Italy 30
10 Netherlands 31
10.1 KPN 31
10.1.1 KPN Mobiel SIM-only Tariff Plans 31
10.1.2 KPN's Hi Tariff Plans 32
10.2 Vodafone Netherlands 34
10.3 Orange Netherlands 35
11 Switzerland 37
11.1 Swisscom Mobile 37
11.2 Orange Switzerland 38
11.3 Sunrise 40
12 UK 41
12.1 Vodafone 41
12.2 O2 43
12.3 T-Mobile UK 44
12.4 Virgin Mobile 45
12.4.1 Enhancing the SIM-only Proposition With Promotional Incentives 47
12.4.2 A Free Extra SIM for a Friend or Family Member 47

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