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2^ Edition of "Voice and MBB Services Tariff Plans Benchmarking Europe and US" Report. The report was carried out in order to evaluate and benchmark the trend and the “state of the art” for LTE tariff plan landscape for Data and Voice commercial offer. Markets in scope: 10 countries (US and W. Europe) Operators in scope: 38 MNOs Smartphones: 144 tariff plans Data: 165 tariff plans Enjoy the reading
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1 Tariff Plans Benchmarking – 1H2014
Voice and MBB Services
Tariff Plans Benchmarking
Europe and US
First Half 2014, 2nd Edition Data updated to July 2014
Arthur D. Little
Via Sardegna 40
00187 Rome, Italy www.adlittle.com
2 Tariff Plans Benchmarking – 1H2014
Contact:
Vincenzo Basile
Principal TIME practice
+39 06 688821
Arthur D.Little
As the world’s first consultancy, Arthur D. Little has been
at the forefront of innovation for more than 125 years. We
are acknowledged as a thought leader in linking strategy,
technology and innovation. Our consultants consistently
develop enduring next generation solutions to master our
clients' business complexity and to deliver sustainable
results suited to the economic reality of each of our
clients.
Arthur D. Little has offices in the most important business
cities around the world. We are proud to serve many of
the Fortune 500 companies globally, in addition to other
leading firms and public sector organizations.
For further information please visit www.adlittle.com
Copyright © Arthur D. Little 2012. All rights reserved.
Authors:
Vincenzo Basile
S. Equity Principal TIME practice
Daniele Spera
S. Manager TIME practice
Marco Torino
Business Analyst TIME practice
Jacopo Pertile
Research Analyst TIME practice
Contacts & Authors
3 Tariff Plans Benchmarking – 1H2014
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services: Europe and US
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
4 Tariff Plans Benchmarking – 1H2014
Arthur D. Little presents the 2nd Edition of MNOs tariff plan benchmarking study
Situation
Questions
Limitation of the
analysis
1 Overview – Context
The benchmark analysis was executed considering a set of comparable Voice and Data
tariff plans (Unlimited Voice/Sms, no device subsidies, consumer segment)
The scope of the analysis is only referred to some comparable countries (US and W.
Europe)
The analysis considers a snapshot at June’14, tracing trends back to Dec.’13
What is the current offer for 3G vs. LTE? Is there any specific trend?
Is there a premium price to pay for LTE?
Are there differentiated plans in terms of offered services?
Is there a common coherent price strategy between MNOs for each analyzed country?
Arthur D. Little carried out this 2nd Edition desk analysis study to evaluate and
benchmark the trend and the “state of the art” for LTE tariff plan landscape for Data and
Voice commercial offer
5 Tariff Plans Benchmarking – 1H2014
The turning key to mobile revenues is to understand what the modern customer needs
1 Data and speed as major customer needs
Global consumer preference
The telecom industry is facing strong challenges that directly impact profitability and put
revenue growth as a central element of the operator strategy
1) Report: The state of the global mobile consumer (2013) 2) Salesforce: 2014 Behavior mobile report 3) Flash Networks Report 2014 5) BofA Merrill Lynch
Global Wireless Matrix-Arthur D. Little Elaboration and estimates 4) CAGR 2011-2013 6) Mobility Report Ericsson, 2013
Latest &
Greatest (1)
Network
Quality (3)
84% of consumers
believe that
operators are
responsible for
streaming stalls
58% of respondents think
speed is a
deciding factor in
choosing an LTE
network
59% of respondents
indicate a desire to
upgrade to LTE in
the next 12 months
32$ bln loss of SMS revenue
in 2013
because of Instant
Messaging
Global Average Mobile User
592456
312Data
MB/month(6)
318317314Voice
min./month(5)
202322ARPU
€/month(5)
+38%
+1%
-5%
CAGR4 2011 2012 2013
89% of respondents say
they prefer to go
online through a
mobile device
3.3h per day spending
in average on
smartphone
This is
mobile(2)
6 Tariff Plans Benchmarking – 1H2014
Voice consumption decreasing trend is recovering in 2013, while ARPU continues to fall
except from Sweden
Source: BofA Merrill Lynch Global Wireless Matrix; Arthur D. Little Elaboration – Note: Ireland’s data not available, Netherlands is not in scope of the benchmarking
analysis
= CAGR 2010-2013
Voice min./month ARPU€/month
AUSTRIA
169 176 180 188
USA
934 929 912
807
FRANCE
+3,7% -3,5% +1,0%
129
+5,0%
240
GERMANY
136
229 233 222 233 233 212
DENMARK
127 130
209
+2,3%
UK
-0,4%
186
SWEDEN
261
194 187
242
200 +1,5% 241
155 156
SPAIN
162 154 154
241
NETHERLANDS
154 156 160 148 157 179
200
ITALY
+10,6% -2,4% +2,7%
2010 2011 2013 2012
36
-4,6%
-11,4% -10,2%
-12,0%
-1,2%
GERMANY
13 14 15 15
FRANCE
22 27
29
17
USA
15
24
17
AUSTRIA
19
25 21 22
31
40 36 38
DENMARK
-8,6%
-4,7% +5,9% -8,8%
UK
19 22
18 20
22 23 22
SWEDEN
23 24 24
19
SPAIN
24
-12,3%
NETHERLANDS
25
29 31 32
ITALY
13 16
18 19
2011 2013 2012 2010
…
1 Tariff Plans Benchmarking: Analyzed Countries
7 Tariff Plans Benchmarking – 1H2014
A global research identified social mobile app using by customers and their growth between
Q2 2013 and Q4 2014(1)
1 Top 10 App for Smartphone users
(1)Source: Global Web Index (2)Source: Mobility Report Ericsson 2013 (3)Source: Gartner
By the end of this year there will be 1,75 billion of smartphone in the world(3):
78% Android, 16% Apple’s iOS, and 3% Windows Phone
68%
8% 8%
Line
10%
8%
14%
3%
21%
18%
Skype
32% 33%
36%
29%
37% 36%
+
37%
35%
Youtube
59% 57%
69% Q4 2013 Q2 2013
1,9
1,7
1,3
1,0
0,8
0,6
0,5
0,3
2018
+30%
2017 2016 2015 2014 2013 2012 2011
Gb per
month
CAGR
+30%
Top 10 App usage of social app Average mobile data traffic per user per month(2)
8 Tariff Plans Benchmarking – 1H2014
Arthur D. Little uses a proven methodology to analyze the tariff landscape in order to
benchmark Data and Voice Tariff plans
We executed the benchmark analysis in 3 macro phases
Identify relevant
Markets and MNOs
Identify comparable
Tariff plans
Analysis of Tariff plans
1
2
3
• Markets in scope: 10 countries (US and W. Europe)
• Operators in scope: 38 MNOs
• Comparable tariff plans were select according to the following criteria:
Smartphones (unlimited voice / sms, no device included, offered GBs*, GB allowances
and other value added services): 144 tariff plans
Data (no dongle and offered GBs*, GB allowances and other value added services):
165 tariff plans
• Tariff plans were compared to identify both for Smartphone and Data selected plans:
− Analysis of 3G vs. LTE offer and premium price for LTE
− Analysis of other offered services
− Analysis of GB price consistency among MNOs for each country
1 Methodology – Overview
*Scope of the analysis include plans with data allowance > 500 MB per month
9 Tariff Plans Benchmarking – 1H2014
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services: Europe and US
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
10 Tariff Plans Benchmarking – 1H2014
EU MNOs competition seems still focused on prices whereas value added services remain
unexplored (e.g. “multi SIM” shared tariff plans)
2 Executive Summary
LTE introduction seems not to have generated in customers the perception of higher value service:
– average LTE plans prices are generally decreasing from Dec.’13 to Jun.’14 (Vodafone in Spain and Germany, Telia in Sweden, SFR in France)
– notwithstanding, some MNOs are going against the tide as they are shrinking data allowance and increasing prices (3 in UK and Sweden, T-Mobile in Sweden)
Innovative services offer is low; players increasingly try to seek and retain customers by leveraging competitive prices. No new services have been reported with respect to those traced in the previous Dec.’13 analysis:
– Shared data plans, which are still relatively rare in Europe (marketed by TeliaSonera, EE and UK O2)
– Refresh plan, get the latest phone whenever you want; the tariff splits the cost of a device and airtime into separate contracts (O2)
– "Natel infinity" plans, tariffs based only on speed and not data/voice volumes (Swisscom, Austrian operators)
– Entertainment contents (e.g. TV, Spotify)
– “Delight” offering to enhance value of their offering (e.g. Priority tickets, 5 Stars CRM Care, Discounts)
– MyTariff, enabling tariff customization according to customers need of Data, SMS, Voice and additional services (e.g. Claro)
Main considerations on LTE Offer ADL Benchmark
11 Tariff Plans Benchmarking – 1H2014
*Sources: OECD/Big Mac index (01/2014)
**Sources: ADL Analysis, Bank of America Merrill Linch
Sample: Austria, Denmark, France, Germany, Ireland, Italy, Netherland, Spain, Sweden, USA, UK
Top 2 players market share BigMac Index: price per country
Penetration Rate**
2 Tariff Plans Benchmarking: Analyzed Countries
Countries in the benchmark have been chosen for comparable macro economical and mobile markets indicators
65% 150% 3.8€
63% 123% 3,4€
140% 62% 3.7€
3.4€ 63% 105%
68% 110% 3.8€
74% 112% 3.4€
3.5€ 67% 114%
71% 150% 4.6€
64% 111% 3.7€
61% 150% 3.8€
12 Tariff Plans Benchmarking – 1H2014
2 Average GB Price - Country Comparison
DATA PLANS: the average price of LTE in comparable tariffs for each country and data
allowance segment has been positioned in the chart
Euro/
GB
Note:
Each flag is the result of the average price of the tariff or the single observation in case of just one tariff in the range (in this chart the segment >10 GB include plans only up to 30 GB)
Ireland not included in the analysis because tariffs not comparable (dongle included in the offer)
Avg GB
per
segment
<= 2 GB 2-5 GB 5-10 GB > 10 GB
R² = 0,8714
R² = 0,8745
0 €
2 €
4 €
6 €
8 €
10 €
12 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
13 Tariff Plans Benchmarking – 1H2014
2 Average GB Price - Country Comparison
Euro/
GB
SMARTPHONE PLANS: the average price of LTE in comparable tariffs for each country and
data allowance segment has been positioned in the chart
Note:
Each flag is the result of the average price of the tariff or the single observation in case of just one tariff in the range (in this chart the segment >10 GB include plans only up to 30 GB)
Avg GB
per
segment
R² = 0,8038
R² = 0,8321
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
<= 2 GB 2-5 GB 5-10 GB > 10 GB
14 Tariff Plans Benchmarking – 1H2014
Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart.
0% -25% -8% -11% -33% -1% -4% -17% NA NA NA -13% NA 0% +94% +6% -5% NA +16% -28%
+23% NA +13% -9% -19% -19% -12% -10% -25% -15% NA NA +17% 0% -12% +19% -1% -39% -22% +20%
0% NA -24% -2% -5% +3% -4% -1% -40% -34% NA NA +10% 0% -35% -1% 0% NA -7% +20%
-16% NA +25% NA NA NA -17% -1% +45% +57% -8% NA +15% NA +17% +2% NA NA +4% +32%
2 Average GB Price - Country Comparison
Percentage LTE GB price variation shows that not all countries follow the same price
arrangements for both data and smartphone plans
<= 2
GB
Plans
2-5 GB
Plans
5-10
GB
Plans
> 10
GB
Plans
% LTE Euro/GB Variation 2H13 - 1H14
15 Tariff Plans Benchmarking – 1H2014
2 Average GB Price - Country Comparison
Average GB Price per country and operator: Data Plans (1/2)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
7,50
5,00
3,00
7,50
4,00 Average
5,00
4,00
6,63
3,00
2,67
2,33
4,24
2,92 Average
3,00
2,86
1,50
3,00
2,18 Average
2,33
0,83
0,78
1,33
0,78 Average
12,51
12,51
8,13
10,94
9,38
11,46
10,00 Average
6,25
6,25
6,25
6,25
Average
3,75
1,88
2,81
Average
1,58
1,58
Average
5,83
8,99
12,99
11,22
11,11
5,83 Average
3,00
4,50
7,33
5,39
5,74
3,00 Average
4,12
4,58
4,35
Average
Average
7,34
12,85
7,35
10,10
Average
7,35
8,57
7,35
4,65
6,75
Average
6,12
5,88
5,07
5,53
Average
3,79
4,67
4,09
Average
7,99
7,99
Average
6,33
3,00
4,66
Average
2,48
2,48
Average
3,25
2,08
1,40
2,03
Average
16 Tariff Plans Benchmarking – 1H2014
2 Average GB Price - Country Comparison
Average GB Price per country and operator: Data Plans (2/2)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
4,00
4,00 Average
2,58
2,58
Average
1,99
1,50
1,30
1,64
1,50 Average
1,58
1,21
1,40
Average
10,75
10,75
Average
5,40
3,58
3,24
2,58
4,07
2,58 Average
4,06
2,16
3,11
Average
1,32
3,61
1,29
1,14
1,02
1,51
1,02 Average
7,24
7,24
Average
3,45
-
3,45 Average
2,50
2,00
2,50
2,00 Average
0,84
1,58
1,08
1,02
1,15
1,08 Average
12,10
10,89
11,00
9,17
10,79
Average
7,66
7,80
7,75
Average
9,20
4,24
4,20
5,88
Average
Average
13,27
13,27
9,25
11,26
13,27 Average
5,76
3,73
2,65
2,65
3,70
Average
2,67
1,73
2,20
Average
1,98
0,61
0,43
0,95
Average
17 Tariff Plans Benchmarking – 1H2014
Average
7,19
8,34
9,30
5,63
7,95
Average
4,95
5,70
5,20
Average
20,00
18,00
43,32
42,37
38,63
20,00 Average
9,00
14,39
11,70
Average
7,20
13,33
10,27
Average
6,67
6,67
Average
16,53
23,87
36,73
23,50
Average
12,85
13,77
12,49
13,07
Average
8,57
8,47
8,51
Average
5,68
5,84
5,78
Average
Average
9,33
7,26
6,66
10,00
8,22
6,66 Average
7,50
5,12
5,00
6,28
Average
6,98
3,75
5,90
Average
23,76
26,26
25,01
Average
16,33
13,75
15,04
Average
3,57
3,57
Average
Average
22,50
21,00
12,75
10,00
12,75
19,10 Average
2 Average GB Price - Country Comparison
Average GB Price per country and operator: Smartphone Plans (1/2)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
18 Tariff Plans Benchmarking – 1H2014
23,99
13,97
17,31
Average
9,35
5,33
5,33
4,80
6,20
Average
5,35
2,67
4,01
Average
2,00
1,27
2,00
1,64
Average
28,33
15,48
16,00
28,83
23,50
Average
7,99
9,75
9,75
9,16
Average
8,33
8,33
Average
Average
3,02
3,88
3,88
4,02
3,70
Average
6,32
7,22
7,22
6,19
6,74
Average
10,82
10,82
Average
27,04
16,24
16,24
16,24
18,94
Average
34,90
14,50
12,50
34,90
13,50 Average
12,97
9,75
8,75
12,97
9,25 Average
8,17
9,17
7,50
9,17
7,83 Average
Average
30,00
23,75
23,75
25,83
23,75 Average
Average
2,33
2,33
Average
Average
2 Average GB Price - Country Comparison
Average GB Price per country and operator: Smartphone Plans (2/2)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
19 Tariff Plans Benchmarking – 1H2014
LTE BENCHMARK: Data Plans pricing strategies (Price per GB vs country average)
2 Average GB Price - Main Companies Comparison
<= 2 GB
Plans
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
O2 Eplus Movistar O2 Three Three O2 Three Three Three TMobile TMobile EE TMobile
Three Group confirm greater coherence globally as price leader
-0,37
1,89
0,21
-0,47
0
-2,01
0 0
-2,08
1,48 0,12
1,04
-2,75
-1,48
0,73
-2,12
1,31 1,04
0,23 0 0,45 1,59
2,39 0,05
0
-0,78 -0,94 -1,70 -1,05
-1,58 -0,84
1,88
0,17 0,06
-0,35
0
-2,10 -2,10
0,45
-1,24
0
0
-1,67 -0,15
0,23
-1,68
0,94
-0,63 -0,47 -0,94
-0,20 -0,09
0,15
-0,29
-0,35 -0,46
0,09
3,30
-0,23
3,32
0,25 0,75
0,32 1,00
-0,22 -0,75 -0,54
0
-0,52
-0,13
-0,50 -0,37
0 0 0
-0,18
0 0,59
Dec’13
Jun’13
20 Tariff Plans Benchmarking – 1H2014
LTE BENCHMARK: Smartphone Plans pricing strategies (Price per GB vs country average)
2 Average GB Price - Main Companies Comparison
<= 2 GB
Plans
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
Three Group confirm greater coherence globally as price leader
11,07
2,87 4,89 4,70
-2,08 -7,50
1,25 3,45
-2,98
3,75
13,22
-21,43
-0,54
2,98
-20,63
4,84
-1,25
5,53
0
-1,29
0,59 1,35
-0,36
-4,68 -1,41
-2,32
-5,47
-1,38 -2,70
0,39
0
-0,42
3,07
0 0,50
-0,67
-3,48
-1,34
0
-0,55
0 0,79
0 0,05
-3,07
-0,25
-0,03
0
-0,84
0 0 0,37 0,32 0,03
Dec’13
Jun’13
-2,70 -6,74 -3,34
0
-2,70
-0,07
0,69
3,21 2,70
-0,76 -0,59
O2 Eplus Movistar O2 Three Three O2 Three Three Three TMobile TMobile EE TMobile
21 Tariff Plans Benchmarking – 1H2014
Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services: Europe and US
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country
22 Tariff Plans Benchmarking – 1H2014
3.0 Key
Key
The following slides show competitors positioning in terms of data allowance, tariff
price and price per GB
Observations:
Actual LTE Tariff
Actual 3G Tariff
Dec’13 Tariffs no
longer on the market Call Out
Analysis Elements:
Tariff Shifts
Additional Information
Note: to facilitate graphs reading, each operator’s color code have
been used for all the elements
In both «Plans distribution by Price and GB included” and “Plans
distribution by Price per GB and GB included” scatterplots there are
two trend lines (of current and Dec’13 analysis) :
• Both regressions curves are exponential in order to
ensure better data interpolation
• For each curve, R-squared is indicated
Understanding Country’s graphs analysis details
23 Tariff Plans Benchmarking – 1H2014
R² = 0,5662 R² = 0,4337
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 5 10 15 20 25 30
H3G Tim Vodafone Wind
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.1 Italy - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Focus on Premium and Customer base
retention/ increase based on:
4G/3G premium strategy (above market
average tariffs)
Same price, more GB for Telecom clients
Cross Selling by offering Voice SIM (with
5€ traffic)
Tim Vision contents: Sports and
Entertainment streaming (free for top tariff)
Cloud storage
Simple (2 tariffs and 1 summer limited
promotion) and Premium offer based on:
4G premium offers (above market average)
Summer Special promotion: for 3 months
3GB on LTE at just 19,9 € (while are
available 7 GB on 3G for the same price)
Entertainment products included ( such as
Vodafone calcio for 1 year)
Internet Services like Rete Sicura
(antivirus, malware and phishing, etc)
Price leadership strategy based on: More GB for price offers (above market
average tariffs) GB allowance also per day(1or 0,5 GB) 4G at no premium (1 € option per month
for LTE) Entertainment products: Grande Cinema 3
(2 movies’ tickets paying just 1) Abroad Data: navigation at same national
tariff (+ connection fee) in selected abroad countries (Sister companies’ countries)
Simple (2 tariffs and 1 summer limited
promotion) and competitive offers strategy
based on:
Summer Special promotion: 1GB at just 3
€ for 2 months (substituting “Internet no
stop” at 5 €)
Price: leadership offers in its data allowance
ranges
No additional services (No frills)
Plan Price
Market share (as % of customers, excluding MVNO)*
GB
No Dongle included
(no retention period)
65% 150% 3.8€
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix
TIM: Only LTE for top
portfolio tariff which is
currently 10GB/m instead
of 15GB (Dec’13)
Wind/ Vodafone:
Summer offers for limited
period (respectively 2/3
months)
21 € between Vodafone
LTE and H3G
(same GB allowance)
3ITA: Tre Dati Plus - 30 GB/m
(1GB/day) per 20 €/m (including
1 €/m for LTE) 3ITA: Super Internet monthly
option 3GB per 5 € (+1 € LTE)
3ITA: Web Senza Limiti - 15 GB/m (0,5
GB/day) per 15 €/m (including 1 €/m for
LTE)
3G LTE Dec’13 Jun’14
Italy market
«Only data» offers appear fairly static
Players divided in two main categories:
- Vodafone & TIM (Premium price providers)
- H3G & Wind (Price leaders)
‘12
34% 34%
‘13 ‘12
32% 31%
‘13 ‘12
10% 11%
‘13 ‘12
31% 34%
‘13
3ITA: Weblight – 3GB/m (
0,1GB/day) per 9 € (+1 € LTE)
Vodafone 4G
Vodafone Fly
Wind Mega
Unlimited
TIM 4G
Monthly
TIM Internet
Large 42.2
TIM Internet
start
24 Tariff Plans Benchmarking – 1H2014
R² = 0,6083
R² = 0,5751
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
0 5 10 15 20 25 30
H3G Tim Vodafone Wind
2 1
3
3
2 4
5
3 3
4
Tim Vodafone Wind H3G
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
Plans distribution by Price per GB and GB included Analyzed Plans
€/GB
GB
DATA PLANS: Price per GB analysis
3.1 Italy - Data Plans
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix Note(1): The number consider only LTE converted tariffs
LTE
3G
Tim & Vodafone :
LTE at premium price
Wind/ Vodafone
Summer Promo:
New tariffs for a limited
subscribable period/lenght
Eu
ro/G
B
3G
LTE
Dec’13
Jun’14
(1)
2H13 1H14- 4G 2,3 - 3G - 4G 2,3 2,33 - 3G - 4G - 3G - 4G 0,8 0,83 - 3G 0,8 0,78 - 4G 1,6 1,33 - 3G 0,8 0,78
Operator
Average
2H13 1H14- 4G 3,0 3,00 - 3G 2,5 - 4G - 3G 2,9 2,86 - 4G - 3G 1,5 1,50 - 4G - 3G - 4G 3,0 3,00 - 3G 2,3 2,18
Average
Operator2H13 1H14- 4G 5,0 5,00 - 3G 4,0 4,00 - 4G 6,63 - 3G - 4G - 3G 3,0 3,00 - 4G 2,7 2,67 - 3G 2,3 2,33 - 4G 3,4 4,24 - 3G 2,9 2,92
Average
Operator2H13 1H14- 4G 7,5 7,50 - 3G 5,0 5,00 - 4G - 3G - 4G - 3G 5,0 3,00 - 4G - 3G - 4G 7,5 7,50 - 3G 5,0 4,00
Average
Operator
65% 150% 3.8€
25 Tariff Plans Benchmarking – 1H2014
R² = 0,0412 R² = 0,1555
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8
Vodafone Tim H3G Wind
SMARTPHONE PLANS with Unlimited Voice and Device not Included: Strategy, prices and GB
included in the offers analysis
3.1 Italy - Smartphone Plans S
trate
gy o
utl
ine
• Premium price strategy with new plan
unlimited voice and SMS with 3 GB
included and additional services:
• Cubogiochi (2 Games per monht)
• Cloud: 10GB internet free storage (1
year)
• Minutes towards and from all Europe
and USA
Premium offers (12 month retention; 24/30
month with device + related costs) with:
Internet Services
– Rete Sicura (antivirus, malware, etc)
– Cloud: 50GB free storage space (1 year)
Customer Services
– Relax: Priority customer care service
– Relax Family: +20 € unlimited minutes
and 1GB to another Vodafone number
Abroad UE calls (3 € per day in Europe)
Value for price strategy (12 month retention ) based on: Family Program: 10 € discount on
additional prepaid with unlimited voice and 3GB
House : 3GB Webcube wifi (per3 € /m) Entertainment products Grande Cinema
3 (2 x 1movie cinema tickets) 3 Payback: Loyalty program points
collection Abroad Voice, SMS & Data promo
• No frills strategy for Unlimited voice offers
and no device provided (50€ fee if leaving
before 12 month)
• Cost Leadership for unlimited calls vs Wind
clients only (10€/m; not represented in the
chart because not comparable)
• 1000 minutes ,1000 sms and 1 GB abroad
at +10€ on basic unlimited postpaid tariff
Market share (as % of customers, excluding MVNO)*
No Device included Plans distribution by Price and GB included No Device included
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix Note: All the 3 ITA plans have been converted in 4G including in the base plan 1 euro extra for LTE Note1: Special offer reserved for Telecom clients (Dec’13 Benchmark) still on sale but not in the analysis
GB
Plan Price
20
Wind
Postpaid and Prepaid tariffs are samely priced, with 1
additional GB in case of contract
Tre:
Data allowance reduction for top portfolio
tariff from 20GB to 7Gb (+2 €/GB)
Vodafone:
• 1 GB not offered anymore with unlimited voice
minutes
• LTE upgrade option 10 €/m for + 2GB
Italy market
«Smartphone» tariffs dynamic landscape
Players divided in two main categories:
- Vodafone & TIM (Premium price providers)
- H3G & Wind (Price leaders)
3G LTE Dec’13 Jun’14
‘12
34% 34%
‘13 ‘12
32% 31%
‘13 ‘12
10% 11%
‘13 ‘12
31% 34%
‘13
65% 150% 3.8€
Wind offers at +10 €
abroad minutes/data
services
3ITA: Top unlimited Plus – 7 GB/m
LTE per 25 €/m
3ITA: All in one option- 30 months
locked – 2GB/M per 20€/m
(+1 € LTE)
3ITA: Top
unlimited –
1 GB/m LTE
per 15 €/m
Vodafone
Relax TIM Special
Wind All Inclusive
Vodafone
LTE upgrade
option
26 Tariff Plans Benchmarking – 1H2014
R² = 0,9775
R² = 0,5285
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 1 2 3 4 5 6 7 8
H3G Tim Vodafone Wind
1
3
1 1
2 1 1
3 3
Tim Vodafone Wind H3G
SMARTPHONE PLANS with Unlimited Voice and Device not Included: Price per GB analysis
3.1 Italy - Smartphone Plans
Plans distribution by Price per GB and GB included Analyzed Plans
LTE
3G
Eu
ro/G
B
Sample: 3 ITA, Vodafone, TIM, Wind *Source: Merrill Lynch Global Wireless Matrix Note: All the 3 ITA plans have been converted in 4G including in the base plan 1 euro extra for LTE Note1: Special offer reserved for Telecom clients (Dec’13 Benchmark) still on sale but not in the analysis
GB
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
€/GB
20
3G
LTE
Dec’13
Jun’14
2H13 1H14- 4G 17,0 - 3G 14,5 - 4G - 3G 30,8 22,50 - 4G - 3G 29,0 21,00 - 4G 12,75 - 3G 10,00 - 4G 17,0 12,75 - 3G 26,3 19,10
Average
Operator 2H13 1H14- 4G 16,33 - 3G - 4G 13,75 - 3G - 4G - 3G - 4G - 3G - 4G 15,04 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G 3,57 - 3G - 4G 3,57 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G 1,6 - 3G - 4G 1,6 - 3G
Average
Operator
65% 150% 3.8€
27 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.2 Uk - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Portfolio’s tariffs expansion towards higher
data allowance and more competitive
plans (compared to Dec’13)
Additional benefits:
EE Stream and download latest movies
without denting data
WiFi (London Underground & BT WiFi) with
a 3GB fair use policy
Discount for EE fiber customers (5£)
2 x1 Cinema Tickets / Pizza (1 day/ week)
Tariffs unchanged in the last 6 months with
short-term summer discount of 15% on all
tariffs
Main features:
3G offers for small allowances (up to 2 GB)
4G offers for medium allowances (up to 10
GB)
WiFi (London Underground & BT WiFi) with
a 750 MB fair use policy
Still price leadership strategy but with
tariff’s data allowance reduction (compared
to Dec’13)
Main features:
Price leadership
4G at no extra costs
No additional services (No frills)
Competitive offers strategy in the small allowances (both 3G & 4G offers) Main features: Premium for 4G in the 5GB allowance Roll traffic not used (up to 12 GB) to the
next month WiFi (O2 WiFi, London Underground) up to
10GB a month fair use policy Priority Tickets for music, comedy and
sports events
Sample: EE, O2, Vodafone, 3UK
*Source: Merrill Lynch Global Wireless Matrix
Note 1: No tablet Broadband SIM
Note: Exchange Rate Pound to Euro= 1,25
Market share (as % of customers, excluding MVNO)*
30 Days SIM Only
Tariffs
63% 123% 3,4€
GB
R² = 0,6692 R² = 0,7517
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 5 10 15 20 25
O2 EE 3 UK VodafonePlan Price
EE has currently:
• Increased its tariffs’ data allowance from 5 to 15GB and 8 to
25GB (without major prices adjustments)
• Included a new 1GB allowance tariff
H3G has currently:
• Reduced 1GB allowance tariff price
• Moved from 15GB allowance to a 10GB tariff
(without major prices adjustments)
Vodafone:
Same tariffs of Dec’13 with
15% special summer discount
until 6° August
UK market
2 dynamic players (EE and H3G)
2 static players (O2 and Vodafone)
3G LTE Dec’13 Jun’14
‘12
34%
‘13
33%
‘12
25% 25%
‘13 ‘12
12% 13%
‘13 ‘12
29% 30%
‘13
34%
28 Tariff Plans Benchmarking – 1H2014
1 2 2
4 3
2 2
4 4 4
3 UK EE O2 Vodafone
DATA PLANS: Price per GB analysis
3.2 Uk - Data Plans
Sample: EE, O2, Vodafone, 3UK
Note 1: No tablet Broadband SIM
Note: Exchange Rate Pound to Euro= 1,25
Plans distribution by Price per GB and GB included Analyzed Plans
LTE
3G
Eu
ro/G
B
GB
R² = 0,8888 R² = 0,9184
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 5 10 15 20 25
O2 EE 3 UK Vodafone
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
€/GB 3G
LTE
Dec’13
Jun’14
O2 & Vodafone :
Premium Price strategy
2H13 1H14- 4G 12,51 - 3G - 4G 12,51 - 3G 9,8 8,13 - 4G - 3G 10,4 10,94 - 4G 12,5 9,38 - 3G - 4G 12,5 11,46 - 3G 10,1 10,00
Operator
Average
2H13 1H14- 4G 5,7 6,25 - 3G - 4G 6,0 6,25 - 3G - 4G 6,0 6,25 - 3G - 4G 3,8 - 3G - 4G 5,5 6,25 - 3G
Operator
Average
2H13 1H14- 4G 3,9 - 3G - 4G - 3G - 4G 3,6 3,75 - 3G - 4G 1,88 - 3G - 4G 3,7 2,81 - 3G
Operator
Average
2H13 1H14- 4G 1,58 - 3G - 4G - 3G - 4G - 3G - 4G 1,3 - 3G - 4G 1,3 1,58 - 3G
Operator
Average
63% 123% 3,4€
29 Tariff Plans Benchmarking – 1H2014
R² = 0,7787 R² = 0,4902
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone EE O2 3 UK
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.2 Uk - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
LTE focused operator, in the past six
months has reduced the tariffs portfolio to a
single rate with unlimited minutes at a
competitive price . Additional benefits:
Stream and download movies without
denting data.
WiFi (London Underground & BT WiFi) with
a 3GB fair use policy
Discount for EE fiber customers (5£)
2 x1 Cinema Tickets / Pizza (1 day/ week)
Differentiation strategy based on :
4G value for money offers for medium-big allowances (up to 9 GB), with higher than a
Only 4G for unlimited minutes plans 750 MB WiFi (London Underground & BT) Entertainment: Sky Sports Mobile TV,
Spotify Premium or Netflix (6/12months)
Since the prices decrease of competitors, Vodafone has become the most expensive player in the analyzed segment
Price leadership strategy.
New offer unlimited voice and device not
included, 4GB at22,5 €/M per 12 months
The larger minute bundle offers 2.000
minute/month for €28,8 (including also All-
you-can-eat data, and
4G at no extra costs
Competitive offers strategy based on:
Prices reduction in the last six months
and more competitive options in terms of
data allowance
Roll traffic not used to the next month
WiFi (O2 WiFi, London Underground & BT
WiFi) up to 10GB a month fair use policy
Priority Tickets for music, comedy and
sports events
1 month early contract upgrade option
Market share (as % of customers, excluding MVNO)* Sample: EE, O2, Vodafone, 3UK
*Source: Merrill Lynch Global Wireless Matrix
Note: Exchange Rate Pound to Euro= 1,25
No Device included
12 months offers
GB
Plan Price
All You can eat data
3UK:
All you can eat data with 2.000 voice minute
+ 5.000 min vs 3UK clients (28,8 €/month)
EE:
Previous Tariffs rationalization in
only one with unlimited minutes
Vodadone & O2:
Eliminated tariffs with unlimited
minutes and 3G data roaming
O2:
Overall prices / Data allowance
decrease (compared to Dec’13)
3UK: New Offer 4GB and
Unlimited minutes (22,5 €/M
per 12 Months
3G LTE Dec’13 Jun’14
‘12
34%
‘13
33%
‘12
25% 25%
‘13 ‘12
12% 13%
‘13 ‘12
29% 30%
‘13
34%
63% 123% 3,4€
30 Tariff Plans Benchmarking – 1H2014
1 1
4 4 1 1
4 4
3 UK EE O2 Vodafone
R² = 0,9646 R² = 0,9533
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone EE O2 3 UK
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
3.2 Uk - Smartphone Plans
Plans distribution by Price per GB and GB included Analyzed Plans
Sample: EE, O2, Vodafone, 3UK
Note: Exchange Rate Pound to Euro= 1,25
LTE
3G
Eu
ro/G
B
GB
€/GB 3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 25,0 - 3G - 4G 31,0 23,76 - 3G 20,3 - 4G 26,26 - 3G 20,3 - 4G - 3G - 4G 28,0 25,01 - 3G 20,3
Average
Operator 2H13 1H14- 4G 9,5 7,19 - 3G - 4G 7,4 8,34 - 3G - 4G 9,30 - 3G 9,2 - 4G 5,63 - 3G - 4G 8,8 7,95 - 3G 9,2
Average
Operator 2H13 1H14- 4G 6,1 - 3G - 4G 5,4 4,95 - 3G - 4G 4,9 5,70 - 3G - 4G - 3G - 4G 5,3 5,20 - 3G
Average
Operator 2H13 1H14- 4G 3,6 - 3G - 4G - 3G - 4G 3,6 - 3G - 4G - 3G - 4G 3,6 - 3G
Average
Operator
63% 123% 3,4€
31 Tariff Plans Benchmarking – 1H2014
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Price leadership strategy.
24 month SIM Only offers shown
3G competitive offers, with tariffs lower
than average for small allowances (up to
5GB)
10 GB free cloud storage for top price plan
Entertainment: MTV Music powered by
Rhapsody
No additional services (No frills)
Competitive offers (prices decreased from
Dec’13 for special online discount):
24 month SIM Only offers shown
Special Contents: Napster and EA Games
(1 month free)
4G offers at market average within small
and medium allowances (up 10 GB)
Abroad data at same national price in
sister companies’ country
Premium offers strategy, despite slightly
prices decrease (online special discount of
10%) and Data allowance rationalization:
12 month SIM Only offers shown with
dongle
Bildplus digital contents
4G offers above market average
25 GB free cloud storage for all plans
Simple (4 tariffs) and Competitive offers
strategy based on:
24 month SIM Only offers shown
Special discount for students 10%, disabled
people 15% and youngs 15%
4G offers above market average within
small /medium allowances (up to 10 GB)
Additional GB for free in the first
months of subscription (+ 0,5 GB/+1,5
GB/+3 GB in the first 12 months)
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.3 Germany - Data Plans
Market share (as % of customers, excluding MVNO)*
Sample: T-Mobile, Vodafone, E-plus, O2
*Source: Merrill Lynch Global Wireless Matrix
12/24 Months contract
No Tablet included
140% 62% 3.7€
GB
R² = 0,75
R² = 0,8038
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone T-Mobile Eplus O2Plan Price
T-Mobile changed its portfolio:
Tariffs’ prices online discount of 10% and data
allowance decreased (compared to Dec’13)
O2:
Tariffs’ 10% discount for 13 of 24 months
O2:
New tariff with 10GB
allowance at 41 €//m
Germany market
2 dynamic players (T Mobile and O2)
2 static players (Vodafone and Eplus)
3G LTE Dec’13 Jun’14
‘12 ‘13
22%
‘12
17% 17%
‘13 ‘12
32% 34%
‘13 ‘12
30% 28%
‘13
22%
32 Tariff Plans Benchmarking – 1H2014
3 4
3 4
3
4
3
4
Eplus O2 T-Mobile Vodafone
DATA PLANS: Price per GB analysis
3.3 Germany - Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Plans distribution by Price per GB and GB included Analyzed Plans
LTE
3G
Eu
ro/G
B
GB
R² = 0,7004
R² = 0,6484
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone T-Mobile Eplus O2€/GB 3G
LTE
Dec’13
Jun’14
2H13 1H14- 4G - 3G 5,8 5,83 - 4G 15,0 8,99 - 3G - 4G 12,99 - 3G 13,0 - 4G 18,0 11,22 - 3G - 4G 16,5 11,11 - 3G 8,2 5,83
Operator
Average
2H13 1H14- 4G - 3G 3,0 3,00 - 4G 5,0 4,50 - 3G - 4G 7,3 7,33 - 3G - 4G 9,0 5,39 - 3G - 4G 7,1 5,74 - 3G 3,0 3,00
Operator
Average
2H13 1H14- 4G - 3G - 4G 4,7 4,12 - 3G - 4G 4,6 4,58 - 3G - 4G 4,5 - 3G - 4G 4,6 4,35 - 3G
Operator
Average
2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G 2,1 - 3G - 4G 2,1 - 3G
Average
Operator
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
140% 62% 3.7€
33 Tariff Plans Benchmarking – 1H2014
R² = 0,5097 R² = 0,6653
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
110 €
0 2 4 6 8 10 12 14
Vodafone T-Mobile O2 Eplus
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.3 Germany - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
3G competitive offer strategy.
Only 1 3G competitive offer with unlimited
voice, with 2 GB allowance
10 GB free cloud storage in the All In Plan
No additional services (No frills)
Simple (2 tariffs) and price leadership
offers strategy based on:
4G offers at lower than average price per
GB within small and medium allowances (2
and 5 GB)
Abroad data at same national price in
sister companies’ country and 300 to 500
MB abroad navigation
Competitive offers strategy based on:
4G competitive price covering small
medium allowances (up to 5 GB)
MultiSim/ Data Sharing with up to 2 other
devices
25 GB free cloud storage
Spotify free (for 3 months)
Voice abroad: 50 Minutes
Data abroad 4 free uses of the Travel &
Surf Week Pass 50 MB/80MB within 24
months for surfing in other EU countries
Premium offers strategy based on:
4G above market average price covering
small medium allowances (up to 5 GB)
250 voice minute from Europe
5-25 GB free cloud storage (50 GB for 15
GB allowance offer)
Latest 2 Months TV Highlights
Market share (as % of customers, excluding MVNO)*
Sample: T-Mobile, Vodafone, E-plus, O2
*Source: Merrill Lynch Global Wireless Matrix
No Device included
24 months offers
GB
Plan Price
E-plus owned
MVNO
• 27,5 € between T-Mobile LTE and
Base (same GB allowance)
• 32,5 € between T-Mobile LTE and
O2 LTE (same GB allowance)
• 27 € between T-Mobile
LTE and O2 LTE (same
GB allowance)
O2:
New premium offer with 10GB
abroad data roaming at 71,99 €//m
3G LTE Dec’13 Jun’14
Vodafone:
New premium offer with 15GB
abroad data roaming at 99,99 €//m
Vodafone:
All tariffs have been increased in terms of data
allowance of 50% keeping same prices
‘12 ‘13
22%
‘12
17% 17%
‘13 ‘12
32% 34%
‘13 ‘12
30% 28%
‘13
22%
140% 62% 3.7€
34 Tariff Plans Benchmarking – 1H2014
1
3 4 4
1
3
4 4
Eplus O2 T-Mobile Vodafone
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
3.3 Germany - Smartphone Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Plans distribution by Price per GB and GB included Analyzed Plans
LTE
3G
Eu
ro/G
B
GB
€/GB 3G
LTE
Dec’13
Jun’14
R² = 0,8562
R² = 0,9316
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16
Vodafone O2 T-Mobile Eplus
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G 20,0 20,00 - 4G 17,5 18,00 - 3G - 4G 50,0 43,32 - 3G - 4G 42,4 42,37 - 3G - 4G 38,9 38,63 - 3G 20,0 20,00
Average
Operator 2H13 1H14- 4G - 3G - 4G 9,0 9,00 - 3G - 4G 20,0 - 3G - 4G 14,4 14,39 - 3G - 4G 14,5 11,70 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G 7,20 - 3G - 4G 10,0 13,33 - 3G - 4G - 3G - 4G 10,0 10,27 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G 6,67 - 3G - 4G - 3G - 4G 6,67 - 3G
Average
Operator
140% 62% 3.7€
35 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.4 USA - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Simple (2 offers ) and 4G competitive offer
strategy. 1-month SIM Only offers shown 3 and 5 GB offers with pricing in line with
the market Not shown in the graph: Data share plans with increasing allowance
from 4 GB to 50 GB per month Different prices for additional device
according to device typology Specific offers for automotive and smart
locator devices
Competitive 4G offer strategy
Prepaid SIM Only offers shown
Prices in line with the market for medium
-larger bundles
1 GB offer with above average € /GB
Not shown in the graph: Data share plans with increasing
allowance (500 MB to 50 GB per month) Different prices for additional device
according to device typology
Competitive 4G offer strategy
1-month SIM Only offers shown
Price leadership in the small bundles up
to 2GB
Prices in line with the market for larger
bundles
Data traffic off the Sprint network
included (100 to 300 MB)
Competitive 4G offer strategy
1-month SIM Only offers shown
Prices in line with the market (data
bundles from 2,5 GB to 10,5 GB)
Web Guard (restriction for to adult-themed
web sites)
14%
Market share (as % of customers, excluding MVNO)* Sample: T-Mobile, Sprint, AT&T, Verizon
Note: Exchange Rate Dollar to Euro = 0,7345
*Source: Merrill Lynch Global Wireless Matrix
No Dongle included
3.4€
GB
R² = 0,8778 R² = 0,8735
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
0 5 10 15 20 25 30
Verizon Sprint T Mobile At&tPlan Price
63% 105%
Competitive 4G offer strategy
1-month SIM Only offers shown
Prices in line with the market (data
bundles from 2,5 GB to 10,5 GB)
Web Guard (restriction for to adult-themed
web sites)
USA market
Greater allowance with data bundles: 30 GB
Rational market (no dispersion)
Not dynamic in terms of changes in the tariffs portfolio
Sprint:
New premium tariff with
30GB LTE data
allowance
T-Mobile:
• New base tariff with 1 GB LTE data
allowance
• General prices decrease
(only <5GB data allowance range)
3G LTE Dec’13 Jun’14
‘12 ‘13
33%
‘12
30% 31%
‘13 ‘12
17% 16%
‘13 ‘12
10% 14%
‘13
33%
36 Tariff Plans Benchmarking – 1H2014
2
5 6
5 2
5
6
5
At&t Sprint T Mobile Verizon
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3.4 USA - Data Plans
Sample: T-Mobile, Sprint, AT&T, Verizon
Note: Exchange Rate Dollar to Euro = 0,7345
Eu
ro/G
B
LTE
3G
GB
R² = 0,7013
R² = 0,6731
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
0 5 10 15 20 25 30
At&t Verizon Sprint T Mobile€/GB
3.4€ 63% 105%
T-Mobile:
Only operator which have non-
progressive decreasing price/GB tariffs
to data allowance increase
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G - 4G 5,6 7,34 - 3G - 4G 13,0 12,85 - 3G - 4G 7,35 - 3G - 4G 10,5 10,10 - 3G
Operator
Average
2H13 1H14- 4G 7,4 7,35 - 3G - 4G 8,6 8,57 - 3G - 4G 7,4 7,35 - 3G - 4G 4,65 - 3G - 4G 7,7 6,75 - 3G
Operator
Average
2H13 1H14- 4G - 3G - 4G 6,2 6,12 - 3G - 4G 5,9 5,88 - 3G - 4G 5,07 - 3G - 4G 5,8 5,53 - 3G
Operator
Average
2H13 1H14- 4G - 3G - 4G 4,9 3,79 - 3G - 4G - 3G - 4G 4,67 - 3G - 4G 4,9 4,09 - 3G
Operator
Average
37 Tariff Plans Benchmarking – 1H2014
R² = 0,9214 R² = 0,942
0 €
50 €
100 €
150 €
200 €
250 €
0 10 20 30 40 50
At&t Verizon T Mobile
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.4 USA - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Competitive 4G offer strategy in line with
market prices.
Share plan offers are shown in the graph,
only data traffic related prices (device cost
excluded)
Early Termination Fee depends on device
(12/24 month retention period for
smartphones)
AT&T and Verizon have both reduced the
price for the small data allowance (under 2
GB) tariffs in the six months
Competitive 4G offer strategy in line with
market prices:
Share plan offers are shown in the graph,
only data traffic related prices (device cost
excluded)
Early Termination Fee depends on device,
if included (starting fee less an amount due
to the # of month completed as customer)
AT&T and Verizon have both reduced the
price for the small data allowance (under 2
GB) tariffs in the six months
All offers include the device in the price (not
comparable with other operators)
Share plan are offered for up to 10 device
Unlimited voice offer including device
(iphone 5s at 0$) and 5 GB per month is
offered at 110 $ per month (about 81 €)
Competitive 4G offer strategy with a brand new portfolio made of 4 tariffs (instead of 2): Share plan offers are shown in the graph,
only data traffic related prices (device cost excluded)
Monthly (no early termination fee) International roaming and minutes in 100
countries worldwide 10 $ per additional device (share plan) 70 $ for unlimited data on primary line
(+50$ for 2nd unlimited data, +30$ for 3rd unlimited data)
Market share (as % of customers, excluding MVNO)*
Sample: T-Mobile, Sprint, AT&T
Note: Exchange Rate Dollar to Euro = 0,7345
Note: Sprint haven’t been included in the analysis for consistency with the sample’s cutoff ratio and its only unlimited GB plans
*Source: Merrill Lynch Global Wireless Matrix
No Device included
GB
Plan Price
3.4€ 63% 105%
USA market
Rational market (no dispersion)
Unlimited data
T-Mobile:
Unlimited data offer for
individual plan
(no share)
AT&T & Verizon:
Price reduction in the last six months for low data allowance plans (
<2GB )
Same pricing strategy (overlapped in the graph) <30GB Data
allowance tariffs T-Mobile:
Portfolio expansion from 1 to
3 tariffs (excluding unlimited
data)compared to Dec’13
analysis
3G LTE Dec’13 Jun’14
‘12 ‘13
33%
‘12
30% 31%
‘13 ‘12
17% 16%
‘13 ‘12
10% 14%
‘13
33%
38 Tariff Plans Benchmarking – 1H2014
10
3
15
10
3
15
At&t T Mobile Verizon
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3.4 USA - Smartphone Plans
Sample: T-Mobile, Sprint, AT&T
Note: Sprint haven’t been included in the analysis for consistency with the sample’s cutoff ratio and its only unlimited GB plans
Note: Exchange Rate Dollar to Euro = 0,7345
LTE
3G
GB
€/GB
3.4€ 63% 105%
R² = 0,9124 R² = 0,9045
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
0 10 20 30 40 50
Verizon At&t T Mobile3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 26,9 16,53 - 3G - 4G - 3G - 4G 29,6 23,87 - 3G - 4G 36,73 - 3G - 4G 28,2 23,50 - 3G
Average
Operator 2H13 1H14- 4G 13,0 12,85 - 3G - 4G - 3G - 4G 13,0 13,77 - 3G - 4G 12,49 - 3G - 4G 14,6 13,07 - 3G
Average
Operator 2H13 1H14- 4G 8,6 8,57 - 3G - 4G - 3G - 4G 8,5 8,47 - 3G - 4G - 3G - 4G 8,6 8,51 - 3G
Average
Operator 2H13 1H14- 4G 8,6 8,57 - 3G - 4G - 3G - 4G 8,5 8,47 - 3G - 4G - 3G - 4G 8,6 8,51 - 3G
Average
Operator
39 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.5 France - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Price leadership strategy:
No retention SIM Only offers shown
4G at no additional price
Competitive price covering larger than market allowances (6 to 32 GB)
20 (entry offer) to 50 GB cloud storage
Additional services (Not included):
Bbox Tv Channels
Media Center to access to different multimedia
Mix services/prices competition strategy:
No retention SIM Only offers shown
4G at no additional price
Competitive offers in the small allowances (up to 3 GB)
SFR TV accessible thought an application
Wi-Fi all over the country
SFR monde: option to navigate and communicate worldwide (some services require payment)
Market share (as % of customers, excluding MVNO)*
Sample: Orange, BouyguesTelecom, SFR
*Source: Merrill Lynch Global Wireless Matrix
Premium offers strategy.
No retention SIM Only offers shown
Lower prices for 24/12 month retention clients
Cloud storage with a 4G offer
Marketing Communication based on network strategy
Orange Wi-Fi with unlimited access
No Dongle included
68% 110% 3.8€
GB
R² = 0,3538
R² = 0,8126
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35
bouyguestelecom Orange SFRPlan Price Orange: Premium price through service differentiation,
despite :
• Price reduction driven by data allowance
decrease for <5GB offer
• Price reduction although data allowance
increase >5 GB Offer
(compared to Dec’13)
Bouygues: Same SFR price, with 1
GB more in LTE
France market
Scattered market
Price competitive market
Market driven by the careful analysis of
competitors’ placement
SFR: Price reduction accompanied by data allowance
decrease <10GB offers (compared to Dec’13)
3G LTE Dec’13 Jun’14
‘12 ‘13
38%
‘12
17% 16%
‘13 ‘12
31% 30%
‘13
40%
‘ ‘ ‘ ‘ ‘
40 Tariff Plans Benchmarking – 1H2014
3 2
3
3
2
3
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3.5 France - Data Plans
LTE
3G
Sample: Orange, BouyguesTelecom, SFR
Eu
ro/G
B
GB
R² = 0,7821 R² = 0,8683
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
0 5 10 15 20 25 30
bouyguestelecom Orange SFR€/GB
68% 110% 3.8€
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G 16,9 - 4G 7,99 - 3G - 4G - 3G - 4G 7,99 - 3G 16,9
Average
Operator 2H13 1H14- 4G 7,4 6,33 - 3G - 4G 5,0 3,00 - 3G - 4G - 3G - 4G 6,2 4,66 - 3G
Operator
Average
2H13 1H14- 4G 5,7 - 3G - 4G 4,2 - 3G - 4G 2,5 2,48 - 3G - 4G 4,1 2,48 - 3G
Operator
Average
2H13 1H14- 4G 3,25 - 3G - 4G 2,08 - 3G - 4G 1,4 1,40 - 3G - 4G 1,4 2,03 - 3G
Operator
Average
41 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.5 France - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market share (as % of customers, excluding MVNO)* Sample: Orange, BouyguesTelecom, SFR
Source: Merrill Lynch Global Wireless Matrix
No Device included
GB
R² = 0,5277
R² = 0,7193
0 €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
0 2 4 6 8 10 12 14 16 18
Orange SFR bouyguestelecomPlan Price
Price leadership strategy: 12 months retention SIM Only offers shown Cheaper offers with competitive services 50 € Bonus in case of new client keeping old
number For top plans: HD TV (77 channels) Unlimited calls to 121 fixed and mobile
international destinations 3GB Internet from Europe Unlimited cloud
Both competitive offers and Premium services: 12 months retention SIM Only offers shown 10/100 GB cloud storage 1 Extra application between Napster, Icoyote,
Gameloft, SFRpresse, Canalplay SFR TV accesible thought an application Also included in Top plan: Unlimited calls to abroad fixed and mobile + 6h
voice, SMS and 1 GB from USA MultiSim: use the plan with multiple
users/devices
Both competitive offers and Premium services: • 12 months retention SIM Only offers shown Orange music with Deezer Premium 100 GB Cloud storage Football Ligue 1 games Cineday: 2 Cinema Tickets for one’s price Multi-SIM option: a SIM to surf on your tablet Included in the top offer: Towards international: unlimited calls to
landlines (100 countries) and mobile DOM,USA and Canada
From abroad: Unlimited calls to mobile in Europe, USA and Canada
68% 110% 3.8€
Orange:
Still premium price through service
differentiation, despite:
• Price decrease
• Data allowance increase
No more offers in 3G
SFR:
• General prices reduction for >3
GB offers
• Portfolio expansion towards
higher data allowance offers Orange:
Same GB offer but
differentiation in terms of
international services
France market
Scattered market
Free Mobile (10% market share reached in 2 years), is moving pressure
towards leading telecom operators with a 20 €/m for 3GB in 3G + 20 GB in
4G, unlimited calls, SMS and MMS per month
3G LTE Dec’13 Jun’14
‘12 ‘13
38%
‘12
17% 16%
‘13 ‘12
31% 30%
‘13
40%
‘ ‘ ‘ ‘ ‘
42 Tariff Plans Benchmarking – 1H2014
1
3 3
6 3 3
7
SMARTPHONE PLANS: Price per GB analysis
3.5 France - Smartphone Plans
Sample: Orange, BouyguesTelecom, SFR
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
LTE
3G
GB
R² = 0,3357
R² = 0,3069 2 €
4 €
6 €
8 €
10 €
12 €
14 €
2 4 6 8 10 12 14 16
Orange SFR bouyguestelecom€/GB
68% 110% 3.8€
3G
LTE
Dec’13
Jun’14
SFR:
5GB per 25,99 €/M
(RED Tariff without engagment)
SFR:
5GB per 32,99 €/M
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 15,5 - 3G 15,0 - 4G - 3G - 4G - 3G - 4G 15,5 - 3G 15,0
Average
Operator 2H13 1H14- 4G 10,2 9,33 - 3G 10,0 - 4G 9,3 7,26 - 3G 7,5 6,66 - 4G 10,0 10,00 - 3G - 4G 9,7 8,22 - 3G 8,3 6,66
Average
Operator 2H13 1H14- 4G 10,0 7,50 - 3G - 4G 11,7 5,12 - 3G - 4G 5,0 5,00 - 3G - 4G 9,6 6,28 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G 6,98 - 3G - 4G 3,7 3,75 - 3G - 4G 3,7 5,90 - 3G
Average
Operator
43 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.6 Austria - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market share (as % of customers, excluding MVNO)
Competitive offers in the small-medium allowance: No retention SIM Only offers shown Focus on 3G for the majority of the offers Competitive offers in the low-medium
allowance (1 GB and 6 GB) Price leadership in the large allowance
(unlimited bundle) 4G offered only to Top Plan (45 €/m; 100 GB)
with device included Included 3Mobile TV station (6 Channels) Cloud storage (2 months free) Special commercial partners discounts ( Car2go, Ars Electronica, ect)
Market leader. Strategy based on incremental data
offers in line with premium price
No retention SIM Only offers shown
All the offers with 4G
5/ 30/50 GB Cloud storage (according to data
plan)
Internet protection for Top Tariffs
EU Data Roaming: 30/100 MB according to data
plan
Market prices. Strategy based on incremental data
offers below market average (since A1 has
increased its prices):
No retention SIM Only offers shown
All the offers with 4G
Market’s highest data allowance offered
(40GB at 44,99 € per month)
Offers sold as unlimited data, with throttling at
threshold illustrated in the graph
Sample: T-Mobile, 3 Austria, A1
*Source: Merrill Lynch Global Wireless Matrix
No Dongle included
74% 112% 3.4€
GB
R² = 0,9677
R² = 0,9353
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35 40 45
T Mobile A1 3 AustriaPlan Price
A1
Only market operator which has strengthen its premium
price position by increasing tariffs:
• without impacting offered data allowance
•slightly upgrading cloud space and EU data roaming
Austria market
Very rational market (excluding 3AUT unlimited offer)
Speed (Mbps) as offers differentiator for all competitors
Static market in terms of prices and service differentiation 3AUT: Unlimited data
at 15 €/m
3G LTE Dec’13 Jun’14
‘12
39% 43%
‘13 ‘12
30% 31%
‘13 ‘12 ‘13
26% 25%
44 Tariff Plans Benchmarking – 1H2014
2
4 3
2
4
3
3 Austria A1 T Mobile
Analyzed Plans
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
3.6 Austria - Data Plans
Sample: T-Mobile, 3 Austria, A1
LTE
3G
GB
R² = 0,8887 R² = 0,7337
€ -
€ 0,5
€ 1,0
€ 1,5
€ 2,0
€ 2,5
€ 3,0
€ 3,5
€ 4,0
€ 4,5
0 5 10 15 20 25 30 35 40 45
A1 T Mobile 3 Austria€/GB 3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G - 4G - 3G 4,0 4,00 - 4G - 3G - 4G - 3G 4,0 4,00
Operator
Average
2H13 1H14- 4G 2,2 2,58 - 3G - 4G - 3G - 4G - 3G - 4G 2,2 2,58 - 3G
Operator
Average
2H13 1H14- 4G 1,7 1,99 - 3G - 4G - 3G 1,5 1,50 - 4G 1,3 1,30 - 3G - 4G 1,5 1,64 - 3G 1,5 1,50
Operator
Average
2H13 1H14- 4G 1,2 1,58 - 3G - 4G - 3G - 4G 1,2 1,21 - 3G - 4G 1,2 1,40 - 3G
Average
Operator
74% 112% 3.4€
45 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.6 Austria - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market share (as % of customers, excluding MVNO)
Device included
24 months retention
Sample: T-Mobile, 3 Austria, A1
*Source: Merrill Lynch Global Wireless Matrix
GB
R² = 0,463
R² = 0,5192
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
0,5 1,5 2,5 3,5 4,5 5,5 6,5
T Mobile A1 3 AustriaPlan Price
Market average prices: the only operator which has changed its prices’plans (from Dec’13) in order to stand out from Tmobile Premium smartphone included Speed (Mbps) as offers differentiator 3 Mobile Tv with 50 channels 2x1 cinema tickets Discounts on Car2Go, Upmove webshop, Magic
Mountain Ski travels, Falkeneister Hotels, etc
Premium price strategy based on incremental data offers all including 4G: Premium smartphone included Lower prices for landline services customers Young under 26 special prices for postpaid
plans including smartphones 5/50/100 GB cloud storage included according
to data plan 50/100 voice minute and 50/100 MB from EU
Price leadership strategy with incremental data
offers unchanged
Premium smartphone included
10 € premium for LTE and 200 additional
voice minutes from EU on Top plan
200/ 400 voice minutes from Europe included
3 Austria:
Slight prices increase (+4 € on each offer) to
differentiate from Tmobile
(the two players’ offer were overlying in Dec’13)
T-Mobile: additional 10
€/m for LTE and +200
minutes calls from EU
A1: premium price respect to all the competitors with 3G
(+10€ with 1 GB less) – valid for all the A1 offers
Austria market
Speed (Mbps) as offers differentiator for all competitors
Clear competitive roles among players
3G LTE Dec’13 Jun’14
‘12 ‘13
26%
‘12
39% 43%
‘13 ‘12
30% 31%
‘13
25%
74% 112% 3.4€
46 Tariff Plans Benchmarking – 1H2014
2
4 3
2
4
3
3 Austria A1 T Mobile
SMARTPHONE PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3.6 Austria - Smartphone Plans
Sample: T-Mobile, 3 Austria, A1
LTE
3G
GB
R² = 0,7928 R² = 0,8325
€5
€10
€15
€20
€25
€30
€35
0,5 1,5 2,5 3,5 4,5 5,5 6,5
A1 T Mobile 3 Austria€/GB
3 Austria: Slight price € /GB
increase
+2 € /GB
+1 € /GB +0,67 € /GB
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
2H13 1H14- 4G 34,9 34,90 - 3G - 4G - 3G 12,5 14,50 - 4G - 3G 12,5 12,50 - 4G 34,9 34,90 - 3G 12,5 13,50
Average
Operator 2H13 1H14- 4G 13,0 12,97 - 3G - 4G - 3G 8,8 9,75 - 4G - 3G 8,7 8,75 - 4G 13,0 12,97 - 3G 8,7 9,25
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G 7,5 8,17 - 4G 9,2 9,17 - 3G 7,5 7,50 - 4G 9,2 9,17 - 3G 7,5 7,83
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G
Average
Operator
74% 112% 3.4€
47 Tariff Plans Benchmarking – 1H2014
No frills single competitive tariff 6/12/18 months retention with dongle
included offers shown 15 GB per month at 17,27 €/m ( online
discount on previous offer of about 3 €) No additional services O2 Ireland only operator which does not
provide 4G yet Priority Moments contents (discounts and
promotions)
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.7 Ireland - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
No frills price leaders tariffs: 18 months retention with dongle
included for 4G offers shown 4G offered with larger bundles (20 and 30
GB) and new tariff with 6GB (no engagement)
Adressing customer to LTE: Still offering 3G tariff with 5GB available at an higher price than 4G 6GB
eircom WiFiHub service included No additional services
Competitive offers with 3G, Premium price for 4G:
12/18 months retention with dongle included for offers shown
Aligned with market prices for 3G (10GB , 20€/m)
Premium price for LTE vs other operators (+3€ than 3 Ireland)
Vodafone does not focus on small allowance (<10GB) bundles
Only player in the small bundles (<5GB) Competitive offers in larger bundles (>
10 GB) 18 months retention with dongle
included offers shown 3 Ireland has converted all the tariffs in
4G without adjusting the prices
Market share (as % of customers, excluding MVNO)*
3.5€ 67% 114%
Dongle included
GB
Plan Price
R² = 0,9494
R² = 0,8545
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 10 20 30 40 50 60
Meteor Vodafone O2 3 Ireland
Ireland market
Rational market (no dispersion)
Operators alignment towards same data
allowance offers (compared to Dec’13)
3 Ireland:
• focus on smaller bundles
• all offers convertedfrom 3G to
4G (compared to Dec’13)
Meteor:
Huge prices decrease impacted
all portfolio’s tarifs (compared to Dec‘13) O2: online special discount
of 3 € on previous offer
O2: New offer of 30GB at 30 €
(only online)
3G LTE Dec’13 Jun’14
Sample: Meteor, O2, Vodafone, 3 Ireland
* Source: Commission for the Regulation of Telecomunications
‘12 ‘13
19%
‘12
40% 38%
‘13 ‘12
10% 10%
‘13 ‘12
29% 27%
‘13
20%
48 Tariff Plans Benchmarking – 1H2014
1 2
1
4 3
2
4 4
2
3
3 Ireland Meteor O2 Vodafone
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3.7 Ireland - Data Plans
Sample: Meteor, O2, Vodafone, 3 Ireland
LTE
3G
GB
€/GB
3.5€ 67% 114%
R² = 0,9856
R² = 0,9615
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
9 €
0 10 20 30 40 50 60
Vodafone Meteor O2 3 Ireland3G
LTE
Dec’13
Jun’14
Meteor:
«5GB in 3G» offer has a +0,95 €
price per GB compared to « 6GB in 4G»
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G - 4G - 3G - 4G - 3G - 4G 7,24 - 3G 7,2 - 4G 7,24 - 3G 7,2
Operator
Average
2H13 1H14- 4G - 3G 3,5 3,45 - 4G - 3G - 4G - 3G - 4G - 3G - 4G - - 3G 3,5 3,45
Operator
Average
2H13 1H14- 4G 2,50 - 3G 2,0 - 4G - 3G 2,0 2,00 - 4G - 3G - 4G - 3G - 4G 2,50 - 3G 2,0 2,00
Operator
Average
2H13 1H14- 4G 1,1 0,84 - 3G - 4G 1,5 1,58 - 3G - 4G - 3G 1,4 1,08 - 4G 1,02 - 3G 1,0 - 4G 1,2 1,15 - 3G 1,1 1,08
Operator
Average
49 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.7 Ireland - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market share (as % of customers, excluding MVNO)*
No device included
No retention period
Sample: Meteor, O2, Vodafone, 3 Ireland
* Source: Commission for the Regulation of Telecomunications
GB
R² = 0,5227 R² = 0,5079
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16
Meteor Vodafone O2Plan Price
Competitive offers with 3G No retention SIM Only offers shown(30
days contract) 1 GB offer for 30/m + purchasable option
for 1 GB at 10€ Different special offers from time to time
(Double GB, Discounts, etc) Priority Moments service, for fashion,
movies, meals out discounts, cinema tickets and lot more different initiatives
Price leadership strategy:
No retention SIM Only offers shown(30 days contract)
4G offer associated with unlimited voice bundles
1 GB offer for 30/m + purchasable option to 15 GB at +5€
Cheaper offer in smaller bundles, while comparable price per GB in offer + option
No additional services provided
Premium price strategy: No retention SIM Only offers shown(30
days contract) 4G offer associated to unlimited voice 1 GB offer for 30/m + purchasable option
for +1 GB at 5€ Different special services as Spotify
Premium free for 3 months (postpaid offers)
With 12 month retention Vodafone offers 2GB and unlimited voice at 35€/m + 100 voice minute and 100 SMS worldwide
Price leadership strategy:
No retention SIM Only offers shown(30
days contract)
More GB at comparable price
1 plan (the only with >500MB) with
unlimited voice and all you can eat data at
~ 40€/m No additional services provided
3.5€ 67% 114%
Meteor: New special tariff of 15GB
at just +5 €/m than basic offer
3Ireland: Unlimited voice and
data at 39,75 €/m Ireland market
Very rational market with perfectly aligned prices
Vodafone: huge prices reduction (compared to
Dec’13)
• Base tariff -10 € (from 40 € to 30 €)
• Additional GB -5 € (from 10 € to 5 €)
O2: Charge for additional GB reduced
from 10 € to 5 € compared to Dec’13
(in line with Vodafone adjustment)
3G LTE Dec’13 Jun’14
‘12 ‘13
19%
‘12
40% 38%
‘13 ‘12
10% 10%
‘13 ‘12
29% 27%
‘13
20%
50 Tariff Plans Benchmarking – 1H2014
2 2 2
2 2 2
Meteor O2 Vodafone
SMARTPHONE PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3.7 Ireland - Smartphone Plans
Sample: Meteor, O2, Vodafone, 3 Ireland
LTE
3G
R² = 0,7936
R² = 0,9964
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 2 4 6 8 10 12 14 16
Meteor Vodafone O2
GB
€/GB
3.5€ 67% 114%
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 26,8 30,00 - 3G - 4G 32,5 23,75 - 3G - 4G - 3G 31,3 23,75 - 4G - 3G - 4G 29,6 25,83 - 3G 31,3 23,75
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G
Average
Operator 2H13 1H14- 4G 2,33 - 3G - 4G - 3G - 4G - 3G - 4G - 3G - 4G 2,33 - 3G
Average
Operator
51 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.8 Sweden - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
From premium price strategy to price
leader strategy aligned to average
No retention SIM Only offers shown (30
days contract)
Small-Medium data allowance plans
increased up to 40 GB (compared to 10 GB
of Dec’13)
Same price for 12/24month retention but
including 4G dongle
Value for Price Strategy:
3 months notice period SIM Only offers shown
Premium price for top tariff of 60GB
No additional services provided (at no surcharge)
Premium Price Strategy:
No retention SIM Only offers shown(30
days contract)
Telia’s services prices follower
Small-Medium allowance plans up to 12
GB
24 months retention in case of
modem/dongle at same price
Since Telia price reduction, Telenor is the
only telco who provides premium price tariffs
Value for Price Strategy: 3 months notice period SIM Only offers
shown Offers all size of bundles, from small to
large Price leader (more GB at the same
competitors price) except for 40GB and <3GB tariffs
Market share (as % of customers, excluding MVNO) Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate SEK to Euro = 0,1086
*Source: Merrill Lynch Global Wireless Matrix
No Dongle
71% 150% 4.6€
GB
Plan Price
R² = 0,487 R² = 0,7777
5 €
15 €
25 €
35 €
45 €
55 €
65 €
75 €
0 10 20 30 40 50 60
Tele2 Telia Telenor 3 Sweden
100
Telia: huge prices reduction (compared to Dec’13)
• Price per GB reduced for all ranges’ tariffs
• Data allowance increase
O2 & 3Sweeden: huge prices increase
• Price per GB increased
• Data allowance decreased
3Ireland: 100GB tariff reduced to
60GB data allowance at +10 €
3G LTE Dec’13 Jun’14
Sweden market
More rational market compared to Dec’13
All the operators compete on price except Telenor
‘12 ‘13
45%
‘12
26% 26%
‘13 ‘12
17% 17%
‘13 ‘12
11% 12%
‘13
46%
52 Tariff Plans Benchmarking – 1H2014
4
5
3 3 4
9
3 3
4
3 Sweden Tele2 Telenor Telia
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
3.8 Sweden - Data Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate SEK to Euro = 0,1086
LTE
3G
R² = 0,8397 R² = 0,8591
€0
€2
€4
€6
€8
€10
€12
0 10 20 30 40 50 60
3 Sweden Telenor Tele2 Telia
GB
€/GB
71% 150% 4.6€
3G
LTE
Dec’13
Jun’14
O2 & 3Sweeden: huge price per
GB increased
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G - 4G - 3G - 4G 5,5 - 3G - 4G 10,75 - 3G - 4G 5,5 10,75 - 3G
Operator
Average
2H13 1H14- 4G 3,7 - 3G - 4G 5,6 5,40 - 3G - 4G 5,6 3,58 - 3G - 4G 3,7 3,24 - 3G 2,58 - 4G 4,6 4,07 - 3G 2,58
Operator
Average
2H13 1H14- 4G - 3G - 4G 4,2 4,06 - 3G - 4G 5,0 2,16 - 3G - 4G - 3G - 4G 4,8 3,11 - 3G
Operator
Average
2H13 1H14- 4G 1,0 1,32 - 3G - 4G 3,7 3,61 - 3G - 4G 1,29 - 3G - 4G 0,7 1,14 - 3G 1,02 - 4G 1,3 1,51 - 3G 1,02
Operator
Average
53 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.8 Sweden - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market share (as % of customers, excluding MVNO) Sample: 3 Sweden, Telenor, Telia, Tele2
Exchange Rate SEK to Euro = 0,1086
*Source: Merrill Lynch Global Wireless Matrix
No Device included
GB
R² = 0,5774
R² = 0,886
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 5 10 15 20
3 Sweden Telia Telenor Tele2Plan Price
Premium Price Strategy:
24 months retention SIM Only offers
shown
Small-Medium allowance plans increased
up to 20 GB (compared to Dec’13)
Additional services:
Headphones
Spotify (3 months) for free
Storytel
Competitive Prices strategy:
No retention SIM Only offers shown (30 days contract)
Lower prices than the direct competitor Telia
Telia and Tele 2 continue to keep the same relative positioning in terms of offered data allowance
Premium Price strategy:
No retention SIM Only offers shown (30 days contract)
Higher price on all the covered allowance data plans (no 20GB tariff)
No customer retention or minimum engagement term
Flex family offers are provided with extra charge in terms of cost per GB (up to 8 device on the same subscription)
Price Leadership Strategy: 1 month notice period SIM Only offers
shown Premium price for 20GB data allowance
(It was the first operator offering unlimited voice and 20 GB/m Dec’13)
All unlimited voice in plans (10,000 voice minutes in Dec’13 analysis)
No additional services included
71% 150% 4.6€
Telia & Tele2: huge prices reduction (compared to Dec’13)
• Price per GB reduced for all ranges’ tariffs
• Data allowance increase
3Sweeden: huge prices increase
• Price per GB increased
• Data allowance decreased
Sweden market
More rational market compared to Dec’13
Full 4G Market
Telia: For all the summer
3GB instead of 2GB
3G LTE Dec’13 Jun’14
‘12 ‘13
45%
‘12
26% 26%
‘13 ‘12
17% 17%
‘13 ‘12
11% 12%
‘13
46%
54 Tariff Plans Benchmarking – 1H2014
4 5
4 4
4
5
4 4
3 Sweden Tele2 Telenor Telia
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
3.8 Sweden - Smartphone Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate SEK to Euro = 0,1086
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
€/GB LTE
3G
R² = 0,7311 R² = 0,9812
€0
€5
€10
€15
€20
€25
€30
0 5 10 15 20
3 Sweden Tele2 Telia Telenor
GB
71% 150% 4.6€
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 22,3 27,04 - 3G - 4G 16,24 - 3G - 4G 16,7 16,24 - 3G - 4G 11,1 16,24 - 3G - 4G 17,8 18,94 - 3G
Average
Operator 2H13 1H14- 4G 9,8 10,82 - 3G - 4G - 3G - 4G 11,2 - 3G - 4G - 3G - 4G 9,1 10,82 - 3G
Average
Operator 2H13 1H14- 4G 6,2 6,32 - 3G - 4G 7,22 - 3G - 4G 8,0 7,22 - 3G - 4G 3,3 6,19 - 3G - 4G 6,8 6,74 - 3G
Average
Operator 2H13 1H14- 4G 3,02 - 3G - 4G 3,88 - 3G - 4G 3,88 - 3G - 4G 3,6 4,02 - 3G - 4G 3,6 3,70 - 3G
Average
Operator
55 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.9 Spain - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Market leader
No retention SIM Only offers shown (30 days contract)
4G offered in all tariffs Competitive pricing with 1 GB/m offers
(slightly above competition) Premium price in 7,5 GB/m offered with a
daily data traffic allowance of 250 MB No additional services
Competitive prices tariffs:
12 month retention SIM Only offers shown (30 days contract)
4G offered in all not prepaid offers Small to large bundles offered (1 GB/m to
10 GB/m) No additional services
Competitive offers:
No retention SIM Only offers shown (30 days contract)
4G offered from 3GB bundles (+1GB at the same price of previous 2GB tariff of Dec’13)
No additional services
Simple no frill competitive tariff:
No retention SIM Only offers shown (30 days contract)
10,89 €/m for 1,2 GB/m (+200MB at the same price of previous 1GB tariff of Dec’13)
4G technology
No additional services
Market share (as % of customers, excluding MVNO)*
Sample: Orange, Movistar, Vodafone,Yoigo
*Source: Merrill Lynch Global Wireless Matrix
No Dongle
64% 111% 3.7€
GB
R² = 0,909
R² = 0,9032
5 €
15 €
25 €
35 €
45 €
55 €
65 €
0 2 4 6 8 10
Vodafone Movistar Orange YoigoPlan Price
Spanish market
All competitors provide 4G technology
No operator providing > 10 GB
3Movistar: 3G proprietary network +
Yoigo LTE network Orange: Same Dec’13 price but
with +2GB data allowance
Movistar : Prepaid offer
at 1GB
Vodafone: Same
offer (overlapped)
Vodafone: Same
offer (overlapped)
Yoigo: Same Dec’13 price
but with +200MB data
allowance
3G LTE Dec’13 Jun’14
‘12 ‘13
37%
‘12
29% 27%
‘13 ‘12
22% 24%
‘13 ‘12
7% 8%
‘13
39%
56 Tariff Plans Benchmarking – 1H2014
2 3
4
1
2
3
4
1
Movistar Orange Vodafone Yoigo
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included
Eu
ro/G
B
Analyzed Plans
€/GB
3.9 Spain - Data Plans
Sample: Orange, Movistar, Vodafone,Yoigo
LTE
3G
GB
R² = 0,7417 R² = 0,7242
€0
€2
€4
€6
€8
€10
€12
€14
0 2 4 6 8 10 12
Vodafone Movistar Orange Yoigo3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 12,1 12,10 - 3G - 4G 11,5 10,89 - 3G 10,9 - 4G 11,0 11,00 - 3G - 4G 10,9 9,17 - 3G - 4G 11,4 10,79 - 3G 10,9
Operator
Average
2H13 1H14- 4G - 3G - 4G 7,66 - 3G - 4G 7,8 7,80 - 3G - 4G - 3G - 4G 7,8 7,75 - 3G
Operator
Average
2H13 1H14- 4G 9,2 9,20 - 3G - 4G 4,2 4,24 - 3G - 4G 4,2 4,20 - 3G - 4G - 3G - 4G 5,9 5,88 - 3G
Operator
Average
2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G
Operator
Average
64% 111% 3.7€
57 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.9 Spain - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Premium price strategy and simple portfolio
No retention SIM Only offers shown (30 days contract)
Spotify premium discount
Competitive price strategy, especially due to latest tariff changes with higher allowance
No retention SIM Only offers shown (30 days contract)
30/60 GB Cloud storage (according to data plan)
3 months special access to Familiar +, Liga and Napster
Multisim service included in top tariff (fee for each line)
Competitive price strategy
12 months retention SIM Only offers shown
More GB offered at the same price of competitors (5GB at 39,95€ compared to 4GB of Yoigo and Vodafone)
Cloud 25GB + additional 500MB traffic include for device-cloud sharing
International unlimited calls to fixed lines
Competitive pricing no frills strategy
No retention SIM Only offers shown (30 days contract)
Price reduction to align to current market average
No additional services
Market share (as % of customers, excluding MVNO)* Sample: Orange, Movistar, Vodafone,Yoigo
Note: the monthly prices and consequently the GB prices include IVA (21%)
*Source: Merrill Lynch Global Wireless Matrix
No Device included
GB
Plan Price
R² = 0,908
R² = 0,6464
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
60 €
0,5 1,5 2,5 3,5 4,5 5,5
Vodafone Movistar Orange Yoigo
Yoigo: New tariff of 4 GB at 39€,
overlying Vodafone same price and
data allowance option
Vodafone:
All tariffs’ prices decrease accompanied
by data allowance increase
Yoigo & Orange:
prices reduction in the 2GB data allowance
offers ( of about -10 €)
3G LTE Dec’13 Jun’14
‘12 ‘13
37%
‘12
29% 27%
‘13 ‘12
22% 24%
‘13 ‘12
7% 8%
‘13
39%
64% 111% 3.7€
58 Tariff Plans Benchmarking – 1H2014
1
3 3 3 1
3 3 3
Movistar Orange Vodafone Yoigo
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
3.9 Spain - Smartphone Plans
Sample: Orange, Movistar, Vodafone,Yoigo
Note: the monthly prices and consequently the GB prices include IVA (21%)
LTE
3G
GB
Eu
ro/G
B
€/GB
R² = 0,9643
R² = 0,9527
€5
€15
€25
€35
€45
€55
0 1 2 3 4 5 6
Vodafone Movistar Orange Yoigo
3G
LTE
Dec’13
Jun’14
Orange : about -2 € Price/GB
compared to Yoigo and
Vodafone tariffs of 4GB
Yoigo & Vodafone
Same offer (overlapped)
2H13 1H14- 4G 28,2 28,33 - 3G - 4G 21,2 15,48 - 3G - 4G 33,7 16,00 - 3G - 4G 25,5 28,83 - 3G - 4G 23,50 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G 7,99 - 3G - 4G 15,0 9,75 - 3G - 4G 9,75 - 3G - 4G 15,0 9,16 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G 8,33 - 3G - 4G - 3G - 4G 8,33 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G - 4G - 3G
Average
Operator
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans
64% 111% 3.7€
59 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.10 Denmark - Data Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
Premium prices market leader
6 months retention SIM Only offers shown
Aligned with Telenor in the 1GB/m tariff Premium prices for other tariffs Missing form very large bundles market Play Music - 20 million. songs for free Hotspot - Wireless Internet for free over
700 locations in Denmark. Data Sharing - Get an extra SIM card
Competitive offer prices in small medium data bundles
6 months retention SIM Only offers shown
4G offered on all tariffs Discouraging premium prices on larger
bundles Lower prices for old customers Wimp Musik service
Competitive offers in small medium data bundles. Very Large bundle provided
No retention SIM Only offers shown (30 days contract)
100 GB/m and 500GB/m provided Spotify service included HBO free for 3/6/12 months according to
data plan Compared to Dec’13 the only portfolio change has been offering at the same previous 10GB tariff price, 20GB/m data allowance
Price leadership in all data bundles. Very Large bundle provided
No retention SIM Only offers shown (30 days contract)
200 GB/m provided at same Telia price but with twice Telia GB allowances
Multi sim service Compared to Dec’13 the portfolio changes
have been offering at the same previous 40GB tariff price, 50GB/m allowance and eliminate ulimited data option
Market share (as % of customers, excluding MVNO) Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
*Source: Merrill Lynch Global Wireless Matrix
No Dongle
GB
61% 150% 3.8€
Plan Price
R² = 0,8573
R² = 0,8251
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35 40 45 50
Telenor Telia TDC 3 Denmark
100 200 500
Denmark market
Market characterized by very large data bundles
Not dynamic in terms of price changes
Telia:
Same Dec’13 offer at 26,69 €
but with +10GB data allowance
3 Denmark: +100 GB/m
3Denmark: Unlimited Data LTE allowance for
54 (1.000 GB allowance) not for sale anymore
3Denmark: New Tariff of 5GB allowance at
13,27 € overlapping Telia same option
3Denmark:
Same Dec’13 offer at 33 € but with
+10GB data allowance
3G LTE Dec’13 Jun’14
‘12 ‘13
39%
‘12
24% 22%
‘13 ‘12
17% 18%
‘13 ‘12
10% 12%
‘13
41%
60 Tariff Plans Benchmarking – 1H2014
1
2 4 4 5
3
4 4
5
TDC Telenor Telia 3 Denmark
DATA PLANS: Price per GB analysis
Plans distribution by Price per GB and GB included Analyzed Plans
€/GB
3.10 Denmark - Data Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
LTE
3G
GB
Eu
ro/G
B
R² = 0,9808 R² = 0,974
€0
€2
€4
€6
€8
€10
€12
€14
0 10 20 30 40 50
Telia Telenor TDC 3 Denmark
61% 150% 3.8€
100 200 500
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G - 3G 13,3 13,27 - 4G 13,3 13,27 - 3G - 4G 6,6 - 3G - 4G 9,3 9,25 - 3G - 4G 9,7 11,26 - 3G 13,3 13,27
Operator
Average
2H13 1H14- 4G 5,8 5,76 - 3G - 4G 3,7 3,73 - 3G - 4G 2,65 - 3G - 4G 2,65 - 3G - 4G 4,7 3,70 - 3G
Operator
Average
2H13 1H14- 4G 2,7 2,67 - 3G - 4G - 3G - 4G 2,7 - 3G - 4G 1,7 1,73 - 3G - 4G 2,4 2,20 - 3G
Operator
Average
2H13 1H14- 4G - 3G - 4G 2,0 1,98 - 3G - 4G 0,3 0,61 - 3G - 4G 0,5 0,43 - 3G - 4G 0,9 0,95 - 3G
Operator
Average
61 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
included in the offers analysis
3.10 Denmark - Smartphone Plans
Plans distribution by Price and GB included
Str
ate
gy o
utl
ine
13% 26% 20% 41%
Market share (as % of customers, excluding MVNO)
No Device included
Monthly
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
*Source: Merrill Lynch Global Wireless Matrix
GB
R² = 0,3763 R² = 0,6274
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
0 2 4 6 8 10 12 14 16 18 20
Telenor Telia TDC 3 DenmarkPlan Price
Premium price market leader No retention SIM Only offers shown (30
days contract) Premium price in unlimited voice tariff
(same Telia price with 10 GB vs 100GB) Play Music - 20 million. songs for free TDC Mobile security service Hotspot - Wireless Internet for free over
700 locations in Denmark. Data Sharing - Get an extra SIM card Share plans are offered (surcharge apply)
Competitive offers price No retention SIM Only offers shown (30
days contract) Incremental competitive offers in
unlimited voice tariff (1/5/10/20 GB allowance offered)
4G offered on all tariffs Wimp Musik service (surcharge apply)
Competitive offer with unlimited voice. Very large data bundle provided No retention SIM Only offers shown (30
days contract) Overlapping Telenor strategy in 5 and 20
GB/m (same price) 100 GB/m only provider (3 Denmark
doesn’t offer anymore that data allowance) Roam like home , mobile insurance and
HBO free for12 months with top tariffs Spotify service included Share plans are offered (surcharge apply)
Price leadership in all data bundles. Very large bundle provided
No retention SIM Only offers shown (30 days contract)
New 20 GB/m offer as Telia and Telenor substituting previous 100GB/m offer
No additional service Overlapping Telenor strategy in 5 and 10
GB/m (same price)
61% 150% 3.8€
100
Denmark market
Market characterized by very large data bundles TDC from 1 to 2 tariffs:
• 5GB allowance at 46,77 €
• 10GB allowance at 53,47 € (considering that in
Dec’13 only 2GB offered at the same price)
3 Denmark major changes:
• New tariff of 2GB/m at same price of previous 1 GB
• 100GB/m allowance reduced at 20GB/M at same price
(overlapping Telia and Telenor consolidated tariffs
‘12 ‘13
39%
‘12
24% 22%
‘13 ‘12
17% 18%
‘13 ‘12
10% 12%
‘13
41%
62 Tariff Plans Benchmarking – 1H2014
2 3 3
5 2
3 3
5
TDC Telenor Telia 3 Denmark
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
Plans distribution by Price per GB and GB included
€/GB
3.10 Denmark - Smartphone Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
Analyzed Plans
LTE
3G
GB
Eu
ro/G
B
R² = 0,9659 R² = 0,9523
€0
€5
€10
€15
€20
€25
€30
0 10 20 30 40 50 60 70 80 90 100
Telia Telenor TDC 3 Denmark
61% 150% 3.8€
3G
LTE
Dec’13
Jun’14
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans 2-5 GB Plans 2H13 1H14
- 4G 26,8 - 3G - 4G 24,0 23,99 - 3G - 4G - 3G - 4G 21,3 13,97 - 3G - 4G 24,0 17,31 - 3G
Average
Operator 2H13 1H14- 4G 9,35 - 3G - 4G 5,3 5,33 - 3G - 4G 5,3 5,33 - 3G - 4G 4,8 4,80 - 3G - 4G 5,2 6,20 - 3G
Average
Operator 2H13 1H14- 4G 5,35 - 3G - 4G 4,0 - 3G - 4G - 3G - 4G 2,7 2,67 - 3G - 4G 3,3 4,01 - 3G
Average
Operator 2H13 1H14- 4G - 3G - 4G 2,0 2,00 - 3G - 4G 1,3 1,27 - 3G - 4G 0,4 2,00 - 3G - 4G 1,2 1,64 - 3G
Average
Operator
64 Tariff Plans Benchmarking – 1H2014
0% -8% -33% -4% NA NA NA +94% -5% +16%
+23% +13% -19% -12% -25% NA +17% -12% -1% -22%
0% -24% -5% -4% -40% NA +10% -35% 0% -7%
-16% +25% NA -17% +45% -8% +15% +17% NA +4%
-25% -11% -1% -17% NA -13% 0% +6% NA -28%
NA -9% -19% -10% -15% NA 0% +19% -39% +20%
NA -2% +3% -1% -34% NA 0% -1% NA +20%
NA NA NA -1% +57% NA NA +2% NA +32%
Average GB Price - Country Comparison
Percentage LTE GB price variation shows that not all countries follow the same price
arrangements for both data and smartphone plans
% LTE Euro/GB Variation Dec’13-Jun’14
<= 2
GB
Plans
2-5 GB
Plans
5-10
GB
Plans
> 10
GB
Plans
Data Plan Smartphone Plan
% LTE Euro/GB Variation 2H13 - 1H14
65 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
1 Italy - Data Plans
Sample: 3 ITA, Vodafone, TIM, Wind
*Note: Price per GB is calculated on 3G price when a fee is applied for LTE
Company Offer Name Prepaid/ Postpaid Price per month (€)
GB
include
d
Price
per
GB
(€)*
Device Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Tre Dati Plus
Postpaid
19 (+ 1 euro for LTE) 30 0,63
Dongle (23 Months
contract) ;Wifi (24
Months contract)
Tablet (30 Months
contract)
20,17/100MB
Tethering
All Estero Come A Casa
Selected abroad
countries navigation
(same national price) 3G/4G Monthly Web Senza Limiti 14 (+ 1 euro for LTE) 15 0,93
Dongle with 30
Months contract 20,33/100MB
Web Light 9 (+ 1 euro for LTE) 3 3
Tablet (30 Months
contract) Wifi (24
Months contract)
90,74/500MB
Super Internet (monthly
option) 5 (+ 1 euro for LTE 3 1,67 No Recharge None Note:on top of other plans
Internet Start
Postpaid
10 (+ 5 euro for LTE) 2 5,00
Free/Addit. Fee
based on Tablet
Model
(30 Months
minimum contract)
Throttling at
32 Kbps
Tethering
Voip
Cloud
Doubled GB if Telecom’s
Client
3G/4G Monthly Internet Large 42.2 20 (+ 5 euro for LTE) 5 4,00 Doubled GB if Telecom’s
Client
4G monthly 30 10 3,00
Tim Vision Contents:
Sports and Entertainment
Doubled GB if Telecom’s
Client
Internet Summer Pass
Postpaid
3 1 3,00
No
Throttling at
32 Kbps No
Only for All Inclusive
Clients
3G
Only 2
Months
Internet Big 9 3 3,00 Price: 5 euros per All
Inclusive clients Monthly
Mega Unlimited 15 10 1,50
Tablet from only € 8
per month with
contract
Price: 15 euros per All
Inclusive clients
Giga Summer Tablet & PC
Postpaid
19,9 3 6,63
No
Restart the
month with 2
euros/ Throtting
at 64 Kbps
Tethering
Voip Vodafone Rete Sicura
3G/4G
Only 3
Months
4G 35 15 2,33 Monthly
Fly 20 7 2,86 3G
65% 150% 3.8€
66 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
1 Italy - Smartphone Plans
Sample: 3 ITA, Vodafone, TIM, Wind
Note: Price per GB is calculated on 3G price when a fee is applied for the network upgrade
Company Offer Name Prepaid/
Postpaid
Price per
month (€)
GB
included
Price per
GB (€)* Device Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Tim Special Postpaid 49 3 16,33 No Throttlingat 32
Kbps
Tethering
Voip
Cloud 10
GB
-Cubogiochi (2 games
per month
-250 minutes towards
UE/USA
-500 minutes and
texts in EU/USA
-500MB overseas
3G/4G
Monthly
Top Unlimited
Postpaid
15 1 15,00 No
10€ per GB Tethering
Voip
On top promotion:
-Family Option:
Prepaid «All In One»
at 10€/m
-Tablet special promo
-3GB Wifi at 3€/m
3G/4G 12 Months
Top Unlimited Plus 25 7 3,57 No
ALL-IN ONE. Prepaid 20 2 10,00 No None 3G
30 Months
(+10€/m
Unlocked)
Contract: Relax Postpaid
45 (+10
euros for
LTE and
+2GB)
2 + 2 22,50
No
(Smartphone with
surcharge)
5€ per GB
Tethering
VoIP
Cloud 50GB
-Smart Passport (3
euros of calls per day
in all europe)
-Relax Family
-Vodafone Rete
Sicura (3 Months)
3G/4G 12 months
Monthly: All Inclusive
Unlimited Postpaid 29 2 14,50
No
(Smartphone with
surcharge)
Throttling at 32
Kbps NA
None
3G
12 Months
(50€ fee if
leaving
before 12
month)
Contract: All Inclusive
Unlimited Premium Postpaid 39 2 19,50
1000 minutes abroad
1Gb abroad
All Inclusive Prepaid 19 1 19 None Monthly
65% 150% 3.8€
67 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
2 Uk - Data Plans
Sample: EE, O2, Vodafone, 3UK
Note: Exchange Rate GBP to Euro = 1,25
Company Offer Name Prepaid/
Postpaid
Price per
month (€) GB included
Price per
GB (€)* Device Included
Extra Threshold
(Data Not
Included)
Network Services Also Includes: Network Period
Month Mobile
Broadband SIM Only
Postpaid
12,51 1 12,51
No Recharge
- Thetering
- VoIp
- WiFi
- 2 x 1 Cinema
Tickets + Pizza
- Stream and
download
movies without
consuming
allowance
- EE Home
Discount
3G/4G Monthly
Month Mobile
Broadband SIM Only 18,76 3 6,25
Month Mobile
Broadband SIM Only 25,01 15 1,67
Month Mobile
Broadband SIM Only 37,52 25 1,50
3G Monthly Plan
Postpaid
12,51 1 12,51
No Recharge
- Tethering
- Roll what
you haven't
used into the
next month
- WiFi
None
3G/4G
Monthly
3G Monthly Plan 16,26 2 8,13 3G
4G Monthly Plan 18,76 3 6,25
3G/4G
4G Monthly Plan 31,27 5 6,25
Internet Only 4G
Monthly
Postpaid
37,52 10 3,75
No
£6 for 250MB or
(to be signed
through customer
care service:
500MB for £3,
1GB for £6 or 2GB
for £10.)
- Thetering
- VoIip
- WiFi (750M)
None
3G/4G
Monthly
Internet Only 3G
Monthly 12,51 1 12,51
3G Internet Only 3G
Monthly 18,76 2 9,38
Internet Only 4G
Monthly 25,01 4 6,25 3G/4G
SIM Only Broadband
Monthly
Postpaid
18,76 10 1,88
No Recharge - Tethering
- VoIP None 3G/4G Monthly
SIM Only Broadband
Monthly 9,38 1 9,38
63% 123% 3,4€
68 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
2 Uk - Smartphone Plan
Company Offer Name Prepaid/ Postpaid Price per
month (€)
GB
included
Price per
GB (€)* Device Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
EE 12 Month SIM
only Postpaid 28,75 4 7,19 No Recharge
- Thetering
- VoIp
- WiFi
- Visual
Voicemail
- 2 for 1 Cinema
Tickets + Pizza
- Stream and
download movies
without consuming
allowance
- EE Home
Discount
3G/4G 12 Months
4g Unlimited 12
Months
Postpaid
23,76 1 23,76
No Recharge
- Tethering
- Roll what
you haven't
used into
the next
month
-WiFi
None 3G/4G 12 Months
4g Unlimited 12
Months 25,01 3 8,34
4g Unlimited 12
Months 31,27 6 5,21
4g Unlimited 12
Months 37,52 8 4,69
Red
Postpaid
32,52 3 10,84
No Recharge
- Thetering
- VoIp
- WiFi
(750mb)
-Choice one:
Netflix
Spotify
Sky Sport
-5 Stars CRM Care
3G/4G 12 Months
Red L 38,77 5 7,75
Red XL 51,27 9 5,70
Starter 26,26 1 26,26 - 5 Stars CRM Care
All You Can Eat
4GB Postpaid
22,51 4 5,63
No NA - Thetering
- VoIp All you can eat minutes 3G 12 Months
All You Can Eat
Data 28,76 Unlimited NA
Sample: EE, O2, Vodafone, 3UK
Note: Exchange Rate GBP to Euro = 1,25
63% 123% 3,4€
69 Tariff Plans Benchmarking – 1H2014
DATA PLANS: : Analyzed plan detail
3 Germany - Data Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Company Offer Name Prepaid/ Postpaid
Price
per
month
GB included Price per GB in
Euro
Device
Included
Extra Threshold
(Data Not Included) Network Services Also Includes: Network Period
Datenflat S
Postpaid
13,46 1 13,46
Dongle Throttling
64 Kbits
-VoIP
-Cloud 25GB
-Bildplus digital
contents 3G/4G 12 Months Datenflat M 17,96 2 8,98 -Tethering
-VoIP
- Cloud 25GB Datenflat L 26,96 5 5,39
MobileInternet Flat 7,2
light
Postpaid
12,99 1 12,99
No Recharge -Tethering
-VoIP
+ 0,5 GB in the first 12
months
3G/4G 24 Months
MobileInternet Flat
21,6 light 21,99 3 7,33
+1,5 GB in the first 12
months
MobileInternet Flat
42,2 light 30,99 6 5,17
+3 GB in the first 12
months
MobileInternet Flat 50
light 39,99 10 4,00
+5 GB in the first 12
months
Internet Flat L Plus
Postpaid
5 0,75 6,67
No Throttling 56 kbits NA
None
3G 24 Months Internet Flat XL Plus 10 2 5,00
Internet Flat XXL Plus 15 5 3,00 -Cloud 10GB
O2 Go + Surf Flat M
Postpaid
8,99 1 8,99
No Recharge -Tethering
-VoIp
Special Contents:
Napster + EA Games
(1° mont free, than
monthly fee)
Abroad navigation at
same national price in
sister companies’
country
3G/4G 24 Months
O2 Go + Surf Flat L 22,49 5 4,50
O2 Go + Surf Flat XL 31,49 7,5 4,20
O2 Go + Surf Flat XXL 40,49 10 4,05
140% 62% 3.7€
70 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
3 Germany - Smartphone Plans
Sample: T-Mobile, Vodafone, E-plus, O2
Company Offer Name Prepaid/ Postpaid Price per
month(€) GB included
Price per GB in
Euro
Device
Included
Extra
Threshold
(Data Not
Included)
Network
Services Also Includes: Network
Datenflat M
Postpaid
35,97 0,75 47,96
No Throttling at
64 Kbps
-Tethering
-Cloud 25GB
-Spotify
(3 months)
3G/4G 24 Months
Datenflat L 50,37 1 50,37
-Tethering
-VoIP
Cloud 25GB
-Spotify
(3 months)
- 4 utilization x 50MB abroad
Datenflat XL 57,57 2 28,79
-Cloud 25GB
- 4 utilization x 50MB abroad
-Multisim
-50 Minutes voice abroad
- Spotify (3 months)
Datenflat XXL 71,97 5 14,39
-Cloud 25GB
- 8 utilization x 80MB abroad
- Multisim
-100 Minutes voice abroad
- Spotify (3 months)
Red S
Postpaid
39,99 0,75 53,32
No
9,99 euros
per 1 GB
19,99 euros
per 5GB
-Tethering
-VoIP
-Cloud 5GB (50 GB for 99€ offer)
-Latest 2 Months TV Highlights
3G/4G 24 Months
Vodafone Red M 49,99 1,5 33,33 -Cloud 25GB (50 GB for 99€ offer)
-Latest 2 Months TV Highlights
Vodafone Red L 79,99 6 13,33 -Cloud 50GB (50 GB for 99€ offer)
-250 minutes, texts, MB abroad
-Latest 2 Months TV Highlights Vodafone Red
Premium 99,99 15 6,67
BASE All In Plus Postpaid 40 2 20,00 No
Throttling at
42 Kbps
NA
-Cloud 10GB
-MTV Rhapsody Music Unlimited 3G
24 Months
L
Postpaid
35,99 2 17,50 No
Throttling at
32 Kbps -Tethering
-1 Multicard
-300MB abroad
navigation
Special
Contents:
Napster + EA
Games (1°
mont free,
than monthly
fee)
3G/4G 24 Months XL 44,99 5 9,00 No
-1 Multicard
-500MB abroad
navigation
Premium 71,99 10 7,2 No
-1 Multicard
-500MB abroad
navigation
140% 62% 3.7€
71 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
4 USA - Data Plans
Company Offer Name Prepaid/ Postpaid
Price
per
month
GB included Price per GB in
Euro
Device
Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Prepaid Plan Tablet 1
Prepaid
14,69 1 14,69
No Recharge -Thetering -Sharing plan with other
devices
3G/4G
Monthly
Prepaid Plan Tablet 2 22,04 2 11,02
Prepaid Plan Tablet 3 29,38 4 7,35
Prepaid Plan Tablet 4 36,73 5 7,35
Prepaid Plan Tablet 5 58,76 10 5,88
Data Connect 2 Postpaid
22,04 3 7,35 No 10$ per GB
-Thetering
- WiFi
None
3G/4G Monthly
Data Connect 3 36,73 5 7,35
Tablet Broadband 6
Postpaid
58,75 12 4,90 No
5¢/add'l
MB
-Thetering
- WiFi
-300MB off the
company's netowrk
- Sprint Tv Channels
3G/4G Monthly
Tablet Broadband 1 14,68 2 7,34 No -100MB off the
company's netowrk
-100MB off the
company's netowrk Tablet Broadband 4 25,70 3 8,57 No
Tablet Broadband 5 36,72 6 6,12 No -300MB off the
company's netowrk
- Sprint Tv Channels Wireless Broadband 1 80,79 30 2,69 no
Individual Plan
Postpaid
7,35 1 7,35 No
64 Kbit
reduced NA - Web Guard 3G/4G Monthly
Individual Plan 14,69 3 4,90 No
Individual Plan 22,04 5 4,41 No
Individual Plan 36,73 7 5,25 No
Individual Plan 44,07 9 4,90 No
Individual Plan 51,42 11 4,67 No
Sample: T-Mobile, Sprint, AT&T, Verizon
Note: Exchange Rate Dollar to Euro = 0,7345
3.4€ 63% 105%
72 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Analyzed plan detail (1/2)
4 USA - Smartphone Plans
Company Offer Name Prepaid/
Postpaid
Price per
month (€)
GB
included
Price per GB in
Euro
Device
Included
Extra Threshold
(Data Not Included)
Network
Services Also Includes: Network Period
Share Everything Plans* Postpaid
29,38 1 29,38
No
( for this
price)
$15 per GB -Tethering
-Cloud (25GB)
Sharing Plan
Top Up Costs for
devices:
• each Connected
Device $5.00/mo.
• each tablet,
$10.00/mo.
• each Modem
$20.00/mo.
• each basic phone
$30.00/mo.
• each smartphone
$40.00/mo.
3G/4G
Early
Termination
Fee depends
on device
36,73 2 18,36
44,07 3 14,69
51,42 4 12,85
58,76 6 9,79
66,11 8 8,26
73,45 10 7,35
80,80 12 6,73
88,14 14 6,30
95,49 16 5,97
102,83 18 5,71
110,18 20 5,51
165,26 30 5,51
220,35 40 5,51
275,44 50 5,51
Sample: T-Mobile, Sprint, AT&T
Note: Exchange Rate Dollar to Euro = 0,7345
*Note: The prices consider just the pure price without considering the device (the price doesn’t increase adding more lines but having more devices for free)
3.4€ 63% 105%
73 Tariff Plans Benchmarking – 1H2014
4 USA - Smartphone Plan
Company Offer Name Prepaid/ Postpaid Price per
month (€) GB included
Price per GB in
Euro
Device
Included
Extra
Threshold
(Data Not
Included)
Network Services Also Includes: Network Period
* Share Plans Postpaid
18,36 1,00 18,36
No
( for this
price)
$15 per GB
- Thetering
- WiFi
Sharing Plan ( Up to ten
devices per plan)
Top Up Costs for devices:
• each tablet, camera,
game device $10.00/mo.
• each Smart Locator,
Automotive $10.00/mo.
• each Wireless Home
Phone $20.00/mo.
• each Internet device
$20.00/mo.
• each basic phone
$20.00/mo.
• each smartphone
$40.00/mo.
3G/4G
Early
Termination
Fee depends
on device
29,38 2,00 14,69
51,42 4,00 12,85
58,76 6,00 9,79
73,45 10,00 7,35
95,49 15,00 6,37
110,18 20,00 5,51
165,26 30,00 5,51
220,35 40,00 5,51
275,44 50,00 5,51
**
Individual 1
Postpaid
36,73 1 36,73
No
64 Kbit
reduced International
roaming and
minues in 100
countries
worldwide
Sharing Plan:
• Get 2 Lines for 80$
• Get 3 Lines for 90$
• Get 4 Lines for 100$
• Get 5 Lines for 110$
- Unlimited music streaming
on services like Pandora,
iHeartRadio, etc
3G/4G
Monthly
(no early
termination
fee)
Individual 2 44,07 3 14,69
Individual 3 51,42 5 10,28
Individual Unlimited
Plan 50,92 Unlimited Na Na
--Share Plan
-Unlimited music streaming
on services like Pandora,
iHeartRadio, etc
-Subscription to Rhapsody
unRadio
Sample: T-Mobile, Sprint, AT&T
Note: Exchange Rate Dollar to Euro = 0,7345
*Note: The prices consider just the pure price without considering the device (the price doesn’t increase adding more
lines but having more devices for free)
** Note: T Mobile has also an unlimited GB plan not included
SMARTPHONE PLANS with Unlimited Voice and Device not included: Analyzed plan detail (2/2)
3.4€ 63% 105%
74 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
5 France - Data Plans
Company Offer Name Prepaid/ Postpaid Price per
month
GB
included
Price
per GB in
Euro
Device Included
Extra
Threshold
(Data Not
Included)
Network Services Also Includes: Network Period
Package 1 Postpaid 18,99 3 6,33
No Throttling at
128kbits
-Cloud -Wifi
-Tethering
500MB abroad navigation
( 7 days per year) 3G/4G
Monthly
(no minimum
term period) Package 2 Postpaid 38,99 12 3,25
3GB abroad navigation
( 7 days per year)
1 Without
engagement
Postpaid
7,99 1 7,99
Dongle
(with 12 months
engagement)
Recharge
-Tethering
-Voip
-Wifi
- Tv SFR
- SFR Monde
- Special abroad EU
tariff option
3G/4G
Monthly
(no minimum
term period)
5 Without
engagement 14,99 5 3,00
12 Without
engagement 24,99 12 2,08
Série Limitée Bbox
Nomad 6Go
Postpaid
14,9 6 2,48
No Throttling at
128kbits
-Tethering
-Cloud None 3G/4G
Monthly
(no minimum
term period)
Série Limitée Bbox
Nomad 16Go 24,9 16 1,56
Série Limitée Bbox
Nomad 32Go 39,9 32 1,25
Sample: Orange, BouyguesTelecom, SFR
68% 110% 3.8€
75 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
5 France - Smartphone Plans
Sample: Orange, BouyguesTelecom, SFR
Company Offer Name Prepaid/
Postpaid
Price per
month
GB
included
Price
per GB in
Euro
Device
Included
Extra
Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Origami Play 3 Go
Postpaid
27,99 3 9,33 No No
--Cloud 100GB
-Wifi
-Multisim
-Ligue 1 2014-2015 matches streaming
-Orange Cineday
-15 days data roaming in Europe and overseas
-Orange music with Deezer Premium
4G/3G 12 Months
Origami Play 7 Go 34,99 7 5,00 No No
Origami Jet 69,99 7 10,00 No No
-Ligue 1 2014-2015 matches streaming
-Orange Cineday
-International unlimited calls to fixed
-Unlimited calls to mobile in Europe and USA
-Orange music with Deezer Premium +
RED 3go
Postpaid
19,99 3 6,66 No No -Tethering
-Voip
-Wifi
-Cloud
Unlimited calls To North America, the DOM (excluding
Mayotte) and fixed 52 destinations 3G
Monthly
RED 5go 25,99 5 5,20 No No
-Unlimited calls to North America, the DOM (excluding
Mayotte) and fixed 52 destinations
-1 GB in Europe and overseas
-Youtube ultimited videos
4G/3G
3go 29,99 3 10,00 No No -Cloud 10GB None
12 Months
5go 32,99 5 6,60 No No
-Cloud 100Gb
-Tethering
-Voip
-Wifi
-Multisim
Unlimited SMS overaseas
-Package’s data roaming in EU and oversears
- SFR TV and special contents (Napster, Icoyote, ect)
8go 40,99 8 5,12 No No
Unlimited calls to North America, the DOM (excluding
Mayotte) and fixed 100 destinations
-Package’s data roaming in EU and oversears
- SFR TV and special contents (Napster, Icoyote, ect)
12go 69,99 12 5,83 No No
Unlimited callsto North America, the DOM (excluding
Mayotte, China and fixed 100 destinations
-Package’s data roaming in EU and oversears
- SFR TV and special contents (Napster, Icoyote, ect)
16go 129,99 16 8,12 No No
Unlimited calls to and from North America, the DOM
(excluding Mayotte, China and fixed 100 destinations
-Package’s data roaming in EU and 1GB in USA
- SFR TV and special contents (Napster, Icoyote, ect)
Sensation 3
Postpaid
29,99 3 10,00 No No
-Tethering
-Cloud 50Gb
-3Gb monthly in
Europe
-77 HD TV Channels
-50 euros bonus in case you keep the old number
- Unlimited calls from Europe and overseas (35 days per
year)
4G/3G 12 Months Sensation 8 39,99 8 5,00 No No -Tethering
-Wifi
-Unlimited cloud
-3Gb monthly in
Europe
-- Unlimited calls from Europe and overseas (35 days per
year)
Unliimited phone calls towards fixed 121 destinations and
ulimited mobile worldwide
-77 HD TV channels
-50 euros bonus in case you keep the old number
Sensation 16 59,99 16 3,75 No No
68% 110% 3.8€
76 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
6 Austria - Data Plans
Sample: T-Mobile, 3 Austria, A1
Company Offer Name Prepaid/
Postpaid
Price per
month
GB
included Price per GB in Euro
Device
Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Hui Sim 3 Postpaid 4 1 4,00 No
Throttling at
64kbit Speed
-Cloud 2 months
free
--TV 3 Mobile (6 Channels)
-Offers and discounts (car2go,
Ars Electronica)
3G
Monthly
(no
minimum
term)
Hui Sim 6 Postpaid 9 6 1,50 No
Hui Sim 10 Postpaid 15 Unlimited NA NA NA
A1 Mobil Start Postpaid 12,9 5 2,58 No
1GB per 5,9
euros
-Cloud 5GB
- Tethering -Online bonus: 1x fee paid for
online orders.
4G/3G
Monthly
(no
minimum
term)
A1 Mobil-Internet S Postpaid 19,9 10 1,99 No -Cloud 5GB
- Tethering
A1 Mobil-Internet M Postpaid 29,9 20 1,50 No
-Cloud 30GB
-30MB Europe
navigation
- Tethering -Internet protection
-Online bonus: 1x fee paid for
online orders.
A1 Mobil-Internet L Postpaid 49,9 30 1,66 No
-Cloud 50GB
-100MB Europe
navigation
- Tethering
Stick Net S Postpaid 12,99 10 1,30 No
Throttling at
64kbit Speed -Tethering None 4G/3G
Monthly
(without
Dongle)
Stick Net M Postpaid 25,99 20 1,30 No
Stick Net L Postpaid 44,99 40 1,12 No
74% 112% 3.4€
77 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
6 Austria - Smartphone Plans
Sample: T-Mobile, 3 Austria, A1
Company Offer Name Prepaid/
Postpaid
Price per
month
GB
included Price per GB in Euro
Device
Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Hallo L Plus Postpaid 29 2 14,50
Premium
Smartphone
(Iphone 5C, 5s,
Galaxy S4 with
advance
payment)
Throttling at
64kbits
-Tethering
TV 3 Mobile (50 Channels)
Additional 3 Gbl for Under 27
2 months free caller ID, then 1 €
per month.
Spotify Premium (6 Months)
Online bonus: 1x fee paid for
online orders
Services such as 3TreueBonus,
3Box, 3Kundenzone etc.
3G
24 Months Hallo XL Plus Postpaid 39 4 9,75 -Tethering 3G
Hallo XXL Plus Postpaid 49 6 8,17 -Tethering 3G
A1 Go S Postpaid 34,9 1 34,90 Premium
Smartphone
(Iphone 5C, 5s,
Galaxy S4
basic models
without
advance
payment)
1GB per 5,9
euros
-Cloud 5GB Online bonus: 1x fee paid for
online orders. 4G/3G
24 Months A1 Go M Postpaid 44,9 3 14,97 -Cloud 50GB
-50 Minutes and 50MB from
Europe
Online bonus: 1x fee paid for
online orders
4G/3G
A1 Go L Postpaid 54,9 5 10,98 -Cloud 100GB
-100 Minutes and 100MB from
Europe
Online bonus: 1x fee paid for
online orders.
4G/3G
SMART NET
UNLIMITED S Postpaid 24,99 2 12,50 Premium
Smartphone
(Iphone 5C, 5s,
Galaxy S4
basic models
with advance
payment)
Throttling at
64kbits
None
None
3G
24 Months
SMART NET
UNLIMITED M Postpaid 34,99 4 8,75 None 3G
SMART NET
UNLIMITED L Postpaid 44,99 6 7,50 None
200 minutes monthly calls from
Europe 3G
SMART NET
UNLIMITED XL Postpaid 54,99 6 9,17 None
400 minutes monthly calls from
Europe 4G/3G
74% 112% 3.4€
78 Tariff Plans Benchmarking – 1H2014
Company Offer Name Prepaid/
Postpaid
Price per
month (€) GB included
Price per
GB (€) Device Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Light
Postpaid
7,99 1 7,99 Dongle just for 19
euros
5.08c per MB -Tethering
- VoIP None 4G/3G
18 months
( with 12 months the
dongle is not complitely
free)
Discover 12,99 2 6,50 Dongle just for 9
euros
Active 21,99 15 1,47 Dongle
Pro 34,99 60 0,58 Dongle
Simply 4G
Postpaid
24,99 15 1,67
Dongle 2c per MB -Tethering
-Voip None
4G/3G 18 Months
(with 12 months prices
increase)
Vodafone Mobile
Broadband 29,99 20 1,50
Vodafone Mobile
Broadband 19,99 10 2,00 3G
Mobile Broadband
6/12/18 months
Postpaid
17,27 15 1,15
Dongle 2.03c per MB -Tethering
-Voip None 3G
6 Months/ 12 Months/
18 Months Mobile Broadband
6/12/18 months 30 30 1
Bill Pay plan 1
Postpaid
17,27 5 3,45 Dongle 2c per MB
-Tethering
-Wifi
-Voip
None 3G
12 Months/ 18 Months
(with 12 months prices
increase)
Bill Pay plan 4G 14,99 6 2,50 None
2c per MB None 4G/3G
Monthly
Bill Pay plan 4G 18,74 20 0,94 Dongle for 29 /
Hotspot for free 18 months
Bill Pay plan 4G 22,49 30 0,75 Dongle for 29 euros
DATA PLANS: Analyzed plan detail
7 Ireland - Data Plans
Sample: Meteor, O2, Vodafone, 3 Ireland
3.5€ 67% 114%
79 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS: Analyzed plan detail
7 Ireland - Smartphone Plans
Sample: Meteor, O2, Vodafone, 3 Ireland
Company Offer Name Prepaid/
Postpaid
Price per month
(€) GB included
Price
per GB
(€)
Device
Included
Extra Threshold
(Data Not
Included)
Network
Services Also Includes: Network Period
Red 30 Days Prepaid
30 ( + 5 euros for
an additional GB
with 12 months)
1 30,00 No
Recharge:
10,15 euros for
1GB or 10 GB for
20,32 euros
-Tethering
-Voip None 4G/3G Monthly
O2 Open Sim Postpaid 30( + 5 euros for
an additional GB) 1 30,00 No
Additional usage
is . €5.08 per
1GB
-Tethering
-Voip None 3G Monthly
Bill Pay Sim Postpaid
30
(+ 5 euros for 15
GB with 12
months)
1 30,00 No
Internet: 70c
/day
-Tethering
-Wifi
-Voip
None 4G/3G Monthly
Ultimate Flex Max Postpaid 39,75 Unlimited 39,75 No NA -Tethering
- VoIP None
3G
Monthly
3.5€ 67% 114%
80 Tariff Plans Benchmarking – 1H2014
Company Offer Name Prepaid/
Postpaid
Price per
month (€)*
GB
included
Price per
GB (€)* Device Included
Extra Threshold (Data Not
Included) Network Services Also Includes: Network Period
Broadband 4G
Postpaid
10,75 1 10,75
No Recharge -Tethering None
4G/3G
Monthly
Broadband 4G 16,18 5 3,24
Broadband 4G 21,61 15 1,44
Broadband 4G 43,33 40 1,08
Broadband 4G 54,19 60 0,90
Broadband 3G 12,92 5 2,58
3G Broadband 3G 18,35 15 1,22
Broadband 3G 40,07 40 1,00
Broadband 3G 50,93 60 0,85
Telia Mobilt Bredband 3 GB
Postpaid
10,75 3 3,58
No Recharge
- Tethering None 4G/3G Monthly
Telia Mobilt Bredband 10 GB 21,61 10 2,16
Telia Mobilt Bredband 20 GB 32,47 20 1,62
Telia Mobilt Bredband 40 GB 37,90 40 0,95
Mobile Broadband Small
Postpaid
21,61 15 1,44 No
Recharge -VoIP
- Tethering None 4G/3G Monthly Mobile Broadband Medium 37,90 30 1,26 No
Mobile Broadband Large 75,91 60 1,27 No
Surf Small
Postpaid
21,61 4 5,40 No
Throttling at 32 Kbit
- Tethering None 4G/3G Monthly Surf Medium 32,47 8 4,06 No
Surf Large 43,33 12 3,61 No
DATA PLANS: Analyzed plan detail
8 Sweden - Data Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate SEK to Euro = 0,1118
71% 150% 4.6€
81 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Analyzed plan detail
8 Sweden - Smartphone Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: the 3 Sweden offers with 10.000 minutes per month have been included as unlimited voice plans
Note: Exchange Rate SEK to Euro = 0,1118
Company Offer Name Prepaid/
Postpaid
Price per month
(€)*
GB
included
Price per
GB (€)* Device Included
Extra Threshold (Data Not
Included) Network Services Also Includes: Network Period
3 Total 20 Postpaid 70,48 20 3,52 No
Recharge None None 4G/3G
Monthly
3 Total 20 Postpaid 32,47 2 16,24 No
3 Total 7 Postpaid 43,33 7 6,19 No
3 Total 12 Postpaid 54,19 12 4,52 No
Telia Mobil Komplett Postpaid 32,47 2 16,24
Yes with 24
Months
engagement
and advanced
fee
Recharge
- Tethering
- Spotify 12
Months free
- Headphones
for free
- Storytel for
free
4G/3G
24 Months
Telia Mobil Komplett Postpaid 43,33 6 7,22
Telia Mobil Komplett Postpaid 54,19 12 4,52
Telia Mobil Komplett Postpaid 65,05 20 3,25
Volym 1 Postpaid 27,04 1 27,04 No
Recharge -VoIP
- Tethering None 4G/3G Monthly
Volym 3 Postpaid 32,47 3 10,82 No
Volym 6 Postpaid 37,90 6 6,32 No
Volym 12 Postpaid 43,33 12 3,61 No
Volym 20 Postpaid 48,76 20 2,44 No
Mobil S Postpaid 32,47 2 16,24 No
Throttling at 32 Kbits None None 4G/3G Monthly
Mobil M Postpaid 43,33 6 7,22 No
Mobil L Postpaid 54,19 12 4,52 No
Mobil XL Postpaid 65,05 20 3,25 No
71% 150% 4.6€
82 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
9 Spain - Data Plans
Company Offer Name Prepaid/
Postpaid
Price per
month GB included
Price per GB in
Euro
Device
Included
Extra
Threshold
(Data Not
Included)
Network Services Also Includes: Network Period
Movistar Extra Prepaid 12,10 1 12,10 No
Throttling at
128bits
-Tethering
- VoIP
None 3G/4G Monthly
Diaria Internet Prepaid 68,70 7,5 9,16 No None 3G/4G Daily
Internet Movil 1
(Internet Tablet) Postpaid 11 1 11,00 No
Throttling at
32kbit Speed -Tethering
None
3G/4G 12 Months
Internet Movil 2
(Internet Tablet) Postpaid 24 2,5 9,60 No None
Internet Movil 5
(Internet Tablet) Postpaid 30 5 6,00 No
Throttling at
64kbit Speed
-Tethering
-Voip
None
Internet Movil 10
(Internet Tablet) Postpaid 42 10 4,20 No None
Internet Movil Postpaid 10,89 1 10,89 No
Throttling at
128bits -Tethering
None 3G
Monthly Internet Movil 2 Postpaid 22,99 3 7,66 No None
3G/4G
Internet Movil 10 Postpaid 42,35 10 4,24 No None
La De Cero Postpaid 10,89 1,2 9,17 No Throttling at
128Kbits None None 3G/4G Monthly
Sample: Orange, Movistar, Vodafone,Yoigo
64% 111% 3.7€
83 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Analyzed plan detail
9 Spain - Smartphone Plans
Company Offer Name Prepaid/ Postpaid
Price
per
month
GB included Price per GB in
Euro
Device
Included
Extra
Threshold
(Data Not
Included)
Network Services Also Includes: Network Period
Movistar Total Postpaid 42,5 1,5 28,33 No
Throttling at
64Kbits or
Extra On Top
of 1 GB for 12
euros
-Tethering
- VoIP -Spotify Premium discount 4G/3G Monthly
Red M Postpaid 32 2 16,00 No
Throttling at
64Kbits
-Tethering
-Cloud 10Gb
3 months free access to
Familiar+, Liga, Napster
Sharing Plan with additional
lines (fee for each line)
4G/3G Monthly Red L Postpaid 39 4 9,75 No
-Tethering
-Cloud 30Gb
-Voip
Red XL Postpaid 50 6 8,33 No
-Tethering
-Cloud 60Gb
-Voip
Ballena
Postpaid
39,95 5 7,99
No
Throttling at
32Kbits or
100Mb per 1
euro
-Tethering
-Cloud 25Gb +
additional 500MB
device-cloud
sharing
None 4G/3G 12 Months
Delfin 30,95 2 15,48
La Infinita 600Mb
Postpaid
25 0,6 41,67
No Throttling at
128Kbits
-Tethering
-VoIP No 4G/3G Monthly La infinita 2GB 32 2 16,00
La Infinita 4GB 39 4 9,75
Sample: Orange, Movistar, Vodafone,Yoigo
Note: the monthly prices and consequently the GB prices include IVA (21%)
64% 111% 3.7€
84 Tariff Plans Benchmarking – 1H2014
DATA PLANS: Analyzed plan detail
10 Denmark - Data Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
Company Offer Name Prepaid/ Postpaid Price per month (€)* GB
included
Price per
GB (€)* Device Included Extra Threshold (Data Not Included) Network Services Also Includes: Network Period
4 Life Light
Postpaid
13,27 5 2,65 No
Throttling at 120 Kbit
- Tethering
None
4G/3G Monthly 4 Life Full 26,67 20 1,33 No
HBO (6 monhts
free)
Spotify 4 Life Premium 40,07 100 0,40 No
4 Life Premium Plus Postpaid 53,47 500 0,11 No
Mobile Broadband S
NEW CLIENT
Postpaid
13,27 1 13,27 No
Throttling at
64Kbit
- Tethering Wimp Musik 4G/3G 6 Months
Mobile Broadband M
NEW CLIENT 18,63 5 3,73 No
Mobile Broadband L
NEW CLIENT 32,03 15 2,14 No
Mobile Broadband XL
NEW CLIENT 45,43 25 1,82 No
Mobile Broadband 1GB
Postpaid
13,27 1 13,27 No
Throttling at
64Kbit
- Tethering
None
3G
6 Months Mobile Broadband 3 GB 17,29 3 5,76 No 4G/3G
Mobile Broadband 10
GB 26,67 10 2,67 No TDC Music Playlist 4G/3G
På farten
Postpaid
9,25 1 9,25 No
Recharge
- Tethering
Three Like Home:
Same tariff in
sister companies’
countries
4G/3G 6 Months
På farten 13,27 5 2,65 No
På farten 17,29 10 1,73 No
I hjemmet 33,37 50 0,67 No
I hjemmet 40,07 200 0,20 No NA
61% 150% 3.8€
85 Tariff Plans Benchmarking – 1H2014
SMARTPHONE PLANS with Unlimited Voice and Device not included: Analyzed plan detail
10 Denmark - Smartphone Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate Krone to Euro = 0,1340
Company Offer Name Prepaid/
Postpaid
Price per month
(€)*
GB
included
Pce per
GB (€)*
Device
Included
Extra Threshold (Data Not
Included) Network Services Also Includes: Network Perios
4 Everything Premium Postpaid 53,47 100 0,53 No
Throttling at
120 Kbit
- Tethering Spotify or HBO
4G/3G Monthly 4 Everything Light Postpaid 40,07 20 2,00 No
- Tethering
Spotify or HBO
(12Months)
4 Sure Premium Postpaid 26,67 5 5,33 No
- Tethering None
FRI 1 Postpaid 23,99 1 23,99 No
Throttling at 64Kbit
- Tethering
None 4G/3G Monthly FRI 5 Postpaid 26,67 5 5,33 No
FRI 20 Postpaid 40,07 20 2,00 No Wimp
Fri 5
Postpaid
46,77 5 9,35 No Throttling at 64Kbit
- Tethering
+5GB allowance
for 6 months
TDC Play Musik
TDC Mobile
Security
4G/3G Monthly Fri 10 53,47 10 5,35
4g LTE Unlimited Calls
Postpaid
17,29 1 17,29
No Recharge
- Tethering
Three Like Home:
Same tariff in
sister companies’
countries
4G/3G Monthly
4g LTE Unlimited Calls 21,31 2 10,65 4g LTE Unlimited Calls 23,99 5 4,80 4g LTE Unlimited Calls 26,67 10 2,67 4g LTE Unlimited Calls 40,07 20 2,00
61% 150% 3.8€
86 Tariff Plans Benchmarking – 1H2014
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