13 emma- mobile broadband services today, and tomorrow

8/7/2019 13 emma- mobile broadband services today, and tomorrow

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Mobile Broadband Services Today, And

Tomorrow

Presented by: Emma Mohr-McClune

Date: September, 2010

Washington DC / Paris


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Current Analysis Who We Are

Established since 1997We work with over 200 Operators and

Equipment Vendors globally

At the event today

companies differentiate and win against

competition with continuous, in-depth, real-

time, tactical competitive intelligence, analysis

and advice.A world-wide team of expert analysts

New services include;

Emma Mohr-McCluneResearch Director, Consumer Services

Europe

2 Current Analysis Inc. All rights reserved.

Global Network Tracker Telecom Equipment Buyer

Designed for CTO and Procurement Teams

Side-By-Side vendor and solution

comparisons

2

Ted Howard-JonesBusiness Development Manager


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How are MBB services shaping up?

17 European markets

60 network operators

570 consumer services


24,000 metrics

Updated quarterly

3


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Lets dispel some myths

Unlimited data provision is on the way out Far from dead, unlimited services are on the increase

Most prevalent in Europes most mature, progressive MBB markets,

MBB land-grab over: Pricing stabilizing

Short-term promotion pressure continues

Tablet plans exacerbate1-month rolling contract trend


e re rea y or o MBB marketing has barely evolved over last 9 months

Still access-driven

Operators failing to segment portfolios, small businesses woefully

under-provisioned

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MBB Unlimited Services, On The Rise

Highest penetration of Unlimited services in Europes most matureMBB markets:

Portugal, Austria, France, Switzerland, Sweden, Germany

80

100

120

140

62%NONE

5 Current Analysis Inc. All rights reserved. 5

0

20

40

Q3 2009 Q4 2009 Q1 2010 Q2 2010

Number of MBBServices

Number of operators

marketing 'unlimited'propositions

30%


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Has the industry misunderstood the desire for unlimited plans?

Never Pay More

Spend Cap GuaranteeProtection Against Bill Shock



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Postpaid pricing benchmarks fall in Q2

354045

Price Trends on GB-specific postpaid Plans, Q4 2009 Q2 2010

05

10152025

Q4 2009

Q1 2010

Q2 2010


Most radical price dip in entry-level market over Q2 2010 period


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Biggest Trend in MBB: A New, Non-Contract Proposition

1-month rolling contracts (other names out there)

- ,

Q4

2009

2markets

5products

Q1 5markets

18roducts


Q22010

8markets

44products

50% iPad ortablet plans


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Ready for QoS?

MBB Q2 2010 Monitored over 1,000 services

Consumer

No prioritisation onany level

Off-peak discount

Small Business


Faster downlinkpremium service

9


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Treatment of applications

Blanket ban on undesirable applications

Written into Ts and Cs of all plans, regardless of plan size

,



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Services for small businesses?

European operators failing to provide small

businesses with a differentiated proposition

Over 90% SB portfolios are consumer portfolio duplicates

Identical (consumer-centric) positioning/ marketing messages

>10% offer group tariffs or bucket plans

Precious little value-add or bundled differentiation in this market Best practice markets? None

Best practice providers? 3Austria, Orange Poland, O2 Germany


= A chronically under-provisioned market

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Whats got to happen?

from NETWORK-centric to CUSTOMER-centricmarketing approach

Single speedshout

Differentiatedspeeds

Hard ceilings,unlimitedusage and

DifferentiatedPriority, Time of

Day


FUPs

Network as akey

differentiator

Differentiatedapp usage

profiles, real-time notification


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Recommendations

Restrict no-contract propositions to entry level

Seek leadership in the small business market

Move away from network-centric marketing


Th k Y


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For more information, please contact

Thank You

-

[email protected]

www.currentanalysis.com

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Phone +1 703 404 9200

Toll free 877 787 8947Fax +1 703 404 9300

Paris, FranceBureaux de Svres - 2, rue Troyon

92316 Sevres Cedex, FrancePhone +33 (0) 1 41 14 83 15

13 emma- mobile broadband services today, and tomorrow

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