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 |