Over the last two years we have witnessed a boom in sales of data-capable wireless devices, such as smartphones and tablets and a strong trend towards the use of multiple devices to access data, anytime and anywhere, in a complementary and contextual manner.
The rise in multi-device ownership is placing pressure on MNOs to offer deals accommodating multiple devices under the same plan, removing the need to have a separate subscription for each device. Several leading operators, across different regions, have responded to these new market trends with the introduction of multi-device plans, targeting different customer segments.
Mobile Market Development's analysis of multi-device plans shows MNOs can benefit from the deployment of multi-device propositions as these can provide an incentive for customers to connect additional devices to the network (e.g. tablets, game consoles, e-book readers) potentially leading to increases in data ARPU and churn reductions. At the same time, the deployment of multi-device plans can be challenging, as operators face several issues related to different aspects of the service.
In this report we present a wide range of multi-device plans aimed at individuals and groups of customers across different markets including Belgium, Canada, Germany, Singapore and Spain. The report also includes analysis of the challenges faced by operators in setting up multi-device plans and a set of recommendations aimed at assisting MNOs with the deployment of successful multi-device propositions