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Market Research Report

Unlimited Mobile Data Plans: Evaluating Impact and Developing Best Practice

Published by Analysys Mason Product code 587018
Published Content info 20 Slides
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Unlimited Mobile Data Plans: Evaluating Impact and Developing Best Practice
Published: December 4, 2017 Content info: 20 Slides
Description

"Operators need to plan for the end of the volume-based approach to mobile pricing."

Unlimited mobile data plans are making their comeback, with an acceleration of activity in 2017. This comeback brings renewed fears about the ability of mobile network operators (MNOs) to monetise potential rapid increases in traffic growth while controlling costs. More fundamentally, operators are concerned about losing the ability to structure mobile pricing around data usage and the longer-term effect this has on their pricing/business models.

This report answers the following questions.

  • What effect do unlimited mobile tariffs have on data traffic, and should an MNO consider the increased traffic a hindrance? What policies could an MNO use to contain this?
  • What are the different types of unlimited mobile data plans? Are they purely unlimited, speed-based rather than data-size-based offers? What are some common fair-usage policies (FUP) that are applied?
  • Where does an operator go after unlimited data plans? What are the options for upselling and how should their mobile tariffs be structured?
  • Can an MNO successfully compete against unlimited data plans without launching its own unlimited plans and if so how?

Operators mentioned in this report, include:

  • AT&T
  • Elisa
  • Play
  • Swisscom
  • T-Mobile

SHORT- AND LONG-TERM APPROACHES TO MOBILE PRICING IN
THE CONTEXT OF MOVES TOWARDS UNLIMITED DATA PLANS

SAMPLE PAGES

ABOUT THE AUTHORS:

Aris Xylouris (Analyst, Research) is the lead analyst of the Fixed Broadband Services programme and a key contributor to Analysys Mason's primary research for the Consumer Services research practice. His areas of specialisation include fixed broadband strategy, tbundling and pricing of multi-play and convergence services, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research, and manages Analysys Mason's Connected Consumer Survey and Consumer smartphone analytics series of research.

Stephen Sale (Research Director) oversees Analysys Mason's consumer research and is also the lead analyst for the Future Comms research programme. His primary areas of specialisation include next-generation communication services, over-the-top (OTT) player strategies and mobile pricing. He also has extensive experience in analysing operator strategies and forecasting fixed and mobile service markets. Before joining Analysys Mason in 2004, Stephen worked in the industry on areas that include VoIP, next-generation service architecture and broadband access. He has a degree in economics and an interdisciplinary MRes from the University of London.

Table of Contents

TABLE OF CONTENTS

  • EXECUTIVE SUMMARY
  • MOBILE MARKET DYNAMICS
  • CONSIDERATIONS FOR INTEGRATED PLAYERS
  • FUTURE PRICING TRENDS
  • APPENDIX
  • ABOUT THEAUTHORS AND ANALYSYS MASON
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