Tariff Innovation Case Studies
2013.09.05   |   35 pages   |   Consumer Mobile Tariffing & Service Propositions

Patrizia Balia

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Tariff structures are a critical component for operators and, depending on market conditions, target segment, objectives and implementation considerations tariff innovation can assist operators in stimulating usage of new and existing services, tapping into new revenue streams, increasing market share, improving customer mix and reducing churn.

Mobile operators around the world have been experimenting with new pricing models and shifting away from voice centric tariffs in favour of data centric tariffs. Such a shift is visible across mature and emerging markets as mobile operators seek new ways to monetise the exponential increases in mobile data usage and protect their revenues from the substitution effect caused by free OTT applications.

This report looks at key trends affecting tariffs structures and identifies innovative tariffs and pricing strategies across different mobile operators, customers segments and markets. In particular it includes the analysis and live case studies of flat rate tariffs, unmetered social media plans, mobile VoIP propositions and multi-device plans.

The report concludes with a set of practical recommendations aimed at assisting MNOs in deploying innovative tariff solutions in the new data-centric ecosystem.

Keywords: VoIP, Multi-Device, OTT Partnerships, voice centric tariffs, data centric tariffs, Flat Rate tariffs, Mobile VoIP, Tariff Innovation, pricing models,

Table of Contents
1 Overview 1
2 Introduction 2
2.1 Background to the Report 2
2.1.1 Key Mobile Tariff Trend 2
2.2 Report Content 3
2.3 Currency and Conversions 3
2.4 Further Questions and Feedback 4
3 Flat Rate Tariffs 5
3.1 Overview 5
3.2 NATEL Infinity by Swisscom 6
3.2.1 Background 6
3.2.2 Tariff Description & Service Level 6
3.2.3 Impact 8
3.2.4 Integrated IP Vision & Multiple Subscriptions 10
4 Social Media & OTT Partnership Plans 12
4.1 Unmetered Social Media Offerings 12
4.2 Prepaid Social Tariff by Optus in Australia 12
4.3 Virgin Mobile Chile Free WhatsApp 14
4.4 Movistar Mexico Free Social Media Apps 15
4.5 3 Hong Kong WhatsApp Roaming Pass 16
5 Mobile VoIP 18
5.1 Shift Towards M-VoIP Communications 18
5.2 Tariff Approaches in Response to M-VoIP Growth 18
5.3 TELUS Skype Plan 20
5.3.1 Tariffs and Credit Availability 21
5.3.2 Insight into ARPU and Voice Usage Trends 23
6 Multi-Device 25
6.1 Market Trends 25
6.2 Telia Mobil Dela Tariffs in Sweden 25
6.2.1 Background 25
6.2.2 Mobil Dela Tariff Description 26
6.2.3 Mobil Dela Promotion 27
6.2.4 Savings Appeal for Families 27
6.2.5 Impact 28
6.3 Multi Vivo Offering in Brazil 29
7 Key Findings & Recommendations 34
  Appendix - Feedback Questions 36

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