Mobile Pricing Trends: International and SIM-only Packages

Mobile Pricing Trends: International and SIM-only Packages published by Mobile Market Development Ltd in June, 2009. This report consists of 28 PAGES and the price starts from US $ 3500.

Introduction

Abstract

As the market for mobile telephony has matured and become increasingly competitive and, as MNOs' understanding of customer needs has developed, the basis on which MNOs compete has changed. Historically, MNOs competed on a simple ' price versus brand stature' trade-off, where incumbents with well established brands tended to be at a price premium and new entrants competed on better value tariffs expressed through easily-understood elements such as large minute and text allowances. More recently, as these differentials have been competed away by incumbent pricing aligning with new entrant pricing, more agile MNOs have looked for new battlegrounds in the fight to acquire and retain high-value customers.

Two such areas - examined in depth in this report - are international tariffing (defined as placing calls to international destinations from the customer' s country of residence, distinct from roaming) and postpay SIM-only packages. Each of these can attract and improve retention of high value customers: both demand careful proposition design and a relatively high level of engagement from the customer (in terms of understanding of the benefits to them) for the MNO to benefit.

Table of Contents

1. OVERVIEW

2. INTRODUCTION

• 2.1. Background to the Report
• 2.2. Report Content
• 2.3. Currency and Conversions

3. INTERNATIONAL CALLING IN THE UK

• 3.1. UK International Calling: Fixed and Mobile Market Background
• 3.2. International Direct Dial Calling Propositions From UK Mobile Operators
  • 3.2.1. O2 International Calling Propositions
  • 3.2.2. T-Mobile International Calling Propositions
  • 3.2.3. Business Risks and Benefits of International Calling Propositions
• 3.3. ' Free Skype Forever' Proposition From 3
  • 3.3.1. Proposition Background And History
  • 3.3.2. New ' Free Skype Forever' Proposition
  • 3.3.3. 3' s Strategy

4. POSTPAY SIM-ONLY

• 4.1. Introduction
• 4.2. SIM-only
• 4.3. Irish Market Background
• 4.4. Prepay And SIM-only Postpay Packages By Operator
  • 4.4.1. O2 Ireland
  • 4.4.2. Vodafone Ireland
  • 4.4.3. Meteor
• 4.5. 3 Ireland
• 4.6. Financial Impacts Of SIM-only and Hybrid Propositions
  • 4.6.1. Monthly Gross Margin Estimates
  • 4.6.2. Customer Lifetime Value Estimates
  • 4.6.3. Conclusion
  • 4.6.4. Footnote: Modelling Assumptions

5. INTERNATIONAL AND SIM-ONLY IN OTHER COUNTRIES

• 5.1. International Calling In Spain
  • 5.1.1. Vodafone
  • 5.1.2. Movistar
  • 5.1.3. DialAbroad
  • 5.1.4. Commentary
• 5.2. SIM-only In France
  • 5.2.1. SFR
  • 5.2.2. Orange France

6. RECOMMENDATIONS

Related Reports