Key Infographic

 

Introduction

Operators strive to meet ARPU and service revenue targets across their mobile and converged businesses through tariff innovation that stimulates data usage and monetises data demand - adding innovative services on top of connectivity such as security, cloud and OTT video, while introducing wider adjacent sector initiatives. Handset ownership schemes have proven to be effective at driving consumption alongside insurance and screen cover. Personalised offers, goodies and reward programmes have also proven effective in stimulating usage while limiting churn.

 

Three i3

 

Companies: Telefónica, O2, Movistar, Telenor, Elisa, DNA, Vodafone, Maxis, Netflix,

Countries: Germany, Spain, Norway, Finland, Malaysia,

Keywords: Blended ARPU, Rewards, Internet Passes, Value over Volume, Mobile Termination Rates, Partner Brands, Tariff Innovation, Family Tariffs, Upselling, Data Pool, Data ARPU, Mobile Data Usage, Device Ownership, SWAP, Smartphone Financing, Churn, Refurbished Phone - Good As New, Out of Bundle, Screen Replacement, Zero-rating, Early Upgrade, Unlimited Data Tariffs, Smartphone Rental, Security, Multi-Brand, Data Buckets, Convergent ARPU, Pay-TV, OTT, Speed Based Tariffs, Goodies, Content, Football Content, Service Revenue, Data Tariffs, Handset Financing, Zerolution360, Movistar+, Postpay Migration, Handset Insurance, MTR, OTT TV App, challenger, ID Theft, TV App, Fusión, Youth Tariffs, Handset Upgrade, Share Plan, Youth Orientated Tariffs, Cloud Storage, Prepay ARPU, Zerolution, Bundles, Data Boost, Handset Instalment programme, Convergent Offers, KPI, Personalised Offers, Convergence, Postpay ARPU, Handset Rental, MultiSIM, Smartphone Instalment programme,

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	3
2.3	Currency and Conversions	4
2.4	Further Questions and Feedback	4
3	Case Examples	5
3.1	Telefónica O2 Deutschland	5
3.1.1	Focus on Postpay	5
3.1.2	Postpay Proposition Approach – O2 Free Tariffs	6
3.1.2.1	New O2 TV Service	9
3.1.2.2	O2 Cloud	10
3.1.3	Prepay Proposition Approach – Free Tariffs	11
3.2	Telefónica Movistar Spain	12
3.2.1	Convergent Offerings and Content are Key	12
3.2.2	Convergent Offers	14
3.2.3	Standalone Postpay & Prepay Offers	16
3.2.4	Extending the Converged Customer Footprint	17
3.2.5	Other Upcoming Movistar Initiatives	17
3.3	Telenor Norway	18
3.3.1	Driving Value in Postpay	18
3.3.2	Postpay Tariffs	20
3.3.3	Youth-oriented Tariffs	22
3.3.4	Further upselling Initiatives	24
3.3.5	SWAP Handset Programme	24
3.4	Elisa Finland	27
3.4.1	Unlimited Data Tariffs Tiered by Speed	27
3.4.2	Elisa’s Prepay Bundles	30
3.5	DNA Finland	31
3.5.1	Unlimited Data Tariffs but with Fixed Contracts	31
3.6	Vodafone Spain	35
3.6.1	Competitive Pressures	35
3.6.2	2019 Turnaround Efforts – Speed-based Tariffs	37
3.6.3	Prepay Tariffs	40
3.7	Maxis Malaysia	41
3.7.1	Tackling Competitive Pressures	41
3.7.2	Encouraging Migration to Postpay	43
3.7.3	Standard Postpay - Family Orientated Tariffs	45
3.7.4	Device Ownership Options	46
3.7.5	Prepay Propositions	50
3.7.6	Measures to Stabilise Prepay ARPU	53
4	Findings	56
4.1	Review of Attempts to Sustain ARPU	56
4.2	Headline Conclusions	59
5	Recommendations	61