Public industry analysis

Subscribe to our public industry analyses – and get them before published here

19 December 2016

New! Unlimited pushes data usage to new heights

The mobile data usage continued to grow in 2016, but the growth rates varied much. Singapore, Japan, Hong Kong and Hungary grew the slowest whereas Lithuania, Turkey, Austria and Korea grew the fastest.

In Lithuania, Austria and Korea, premium unlimited plans were introduced and the effect on data usage has been similar to what our previous analyses identified for Finland and Latvia.

The data usage top list is dominated by operators that offer unlimited: The world leader had an average usage per SIM of 9.9 GB per month.

26 September 2016

Upsell and loyalty strategies of operators: Using public Wi-Fi as customer magnet

Wi-Fi as customer magnetIn this analysis – our fifth on the subject – we show how telcos, cellcos and cablecos in mature markets in Europe, America and APAC use public Wi-Fi to attract and retain customers – and to upsell.

We also update you on Wi-Fi usage and deployment. You might be surprised to see that the wide adoption of 4G LTE and an increasing use of mobile data meant more Wi-Fi, not less.

29 June 2016

USA, Latvia and Finland combine: High mobile data usage with fast growth

Revenue vs MBoU tefficient simplified 2015

Which country had the highest mobile data usage in 2015? The fastest usage growth? The lowest and highest revenue per Megabyte? How does it affect usage? How are data-only and 4G LTE adoption rates affecting usage?

Which operator leads the world?

Find the answers to these mobile data usage and monetisation questions in tefficient’s 13th public analysis on the topic.

28 January 2016

Wi-Fi – the last piece of the customer retention puzzle?


Why should an operator complement their customers’ experience of mobile data with Wi-Fi?

To improve customer loyalty?

This analysis – covering 22 mobile operators in 7 markets (Belgium, Canada, Switzerland, Taiwan, Japan, Netherlands, Sweden) – makes an attempt to once and for all conclude if Wi-Fi is the last piece of the customer retention puzzle.

21 January 2016

5 GB per any SIM and month no longer a utopia – if price is right

Which operator is in the top when it comes to mobile data usage?

Which country charges the most for mobile data?

Find the answers to these and other important mobile data usage and monetisation questions in tefficient’s 12th public analysis on the topic.

24 June 2015

Mobile data usage: Price and bucket size matter


Mobile data usage continues to grow: +58% for the markets in this analysis.

In some high usage markets like the US and Singapore, we however see signs of saturation with growth of just about 20%. But it’s not a general trend: In other high usage markets – Finland, Estonia, Denmark, Japan and Ireland – the mobile data usage grew 60 to 80%.

In the two low usage countries Germany and the Netherlands a Mbyte effectively costs 11-14 times more than in the European countries with the lowest effective Mbyte price.

11 June 2015

Increase loyalty. Increase revenue. Reduce SAC/SRC. Is the combo possible?

Decoupled, non-binding, unsubsidised: A game changer?

Decoupled Non-binding Unsubsidised

Our analysis shows that mature market mobile operators on average use 15-20% of service revenue on subscriber acquisition and subscriber retention cost (SAC/SRC). In most cases without growing.

Consequently, we examine the success of the operators who – in order to reduce SAC/SRC and improve margin – are challenging the mature market norm with binding contracts with coupled, subsidised, equipment.

22 December 2014

“Peak data” in sight?Peak data

For the first time – in our 10th public analysis on the development of mobile data usage –we see clear signs of saturation.

Unlimited squeeze-out. Smartphone penetration levelling out. 4G is mainstream. Public Wi-Fi disrupts.

Are we approaching “peak data”?

8 December 2014

Wi-Fi dollar

How operators use Wi-Fi to strengthen existing business

Wi-Fi has become a tool in the operator toolbox. In this analysis – our third on the subject – we show how telcos, cellcos and cablecos use Wi-Fi to strengthen existing business.

Time is right for operators to include Wi-Fi into a combined connectivity experience for customers – a carrier-grade experience.

8 September 2014

early upgrade plans analysis 5 2014Early upgrade plans: Sweet now. Turns sour?

Is a recurring upgrade promise – often without any fee – a good idea? Take-up has been great, but it’s only now the pioneering operators need to start delivering on this promise.

19 June 2014

Mobile data usage 2013 KPI styleMobile data usage: Global top list

For the first time, we have combined regulator reported data with operator reported data from around the world allowing comparisons between markets as well as in markets. We also present a new number 1 on the country top list.

19 May 2014

subbrands FRImpact of operator sub-brands on MVNO businesses

What happened to the MVNO businesses when Orange, SFR and Bouygues launched their sub-brands Sosh, Red and B&YOU in preparation for the announced launch of Free mobile.

21 March 2014

salesmen 100x80The art of balancing SAC and SRC

This is our fourth analysis on subscriber acquisition cost (SAC) and subscriber retention cost (SRC). It shows that much has happened in 2013: Average unit SAC and SRC have decreased significantly. How come – and what has it led to?

Some of our older analyses are still available:

Why more operators should care about alternative smartphone OSs   30 January 2014

Mobile data usage: The global top list   18 December 2013

How 4G LTE became mainstream (for some)   15 November 2013

Invest – and conquer?  8 October 2013

How six months contracts changed mobile in Belgium and Denmark   13 September 2013

Why the smartphone growth is over (for smartphones as we got to know them)   23 August 2013

From four to three operators: The quick fix of a broken market?   12 August 2013

Quad-play: A competitive necessity?   5 July 2013

Mobile data demand saturated? Forget it.   16 June 2013

Top MBoU operators worldwide   10 June 2013

Top LTE operators worldwide   31 May 2013

Top FTTH/B operators worldwide   24 May 2013

Operator Wi-Fi booms   14 April 2013

Why operators should refrain from handset sales   27 March 2013

SRC increases to 98% of SAC – do the positive effects continue after 100%?   11 March 2013

Why mass marketing is inefficient when launching LTE   4 March 2013

Time for Korea and Estonia to harvest   12 February 2013

Measure, compare and improve competitiveness within telecoms