This is tefficient’s 19th public analysis of the development and drivers of mobile data.
Mobile data usage is still growing in all of the countries covered by this analysis. But the growth rates are very different and so are the usage levels. Unlimited moves the needle. Finland tops the charts in usage – but it’s India that leads the growth league.
Data-only is a very important driver of usage. Austria is now the clear world leader in fixed-line substitution.
In Korea, the share of data traffic on 4G has now effectively reached 100% with a 4G penetration of 80%. The country is ready for 5G.
A prerequisite for continued data usage growth is that the total revenue per gigabyte is low. This is not the case in Greece, Canada and Belgium. The total revenue per gigabyte there is roughly 20 times higher than in Finland and more than 35 times higher than in India.
In this analysis we again use the Christmas tree visualisation to identify the countries where the more-for-more initiatives of operators buck the general more-for-less trend.
Fresh milk and mobile data seem to share the same bacteria problem. Even if treated carefully, it eventually goes sour. To protect consumers from a possibly unpleasant experience, dairy producers put a best before date on milk cartons. Mobile operators go further – they revoke unused mobile data before those gigabytes have become a health hazard.
But consumers have started to question if unused data really is unhealthy and deserve a similar down-the-drain treatment as sour milk. Clever mobile operators realised that they can offer rollover data. One of the pioneers globally is New Zealand’s 2degrees. In this video they ask what is happening to all that leftover data.
The research insights are based on a survey of 14000 Android and iOS smartphone users between 15 and 65 in fourteen countries: Argentina, Brazil, China, Egypt, Finland, France, Germany, Indonesia, Ireland, Japan, Mexico, South Korea, the UK and the US.
To prepare this consumer research, we worked with Ericsson ConsumerLab to analyse and benchmark the mobile data strategies of operators globally. When we had the research results, we jointly reviewed them.
Building and interactively presenting a comprehensive before/after analysis of international mobile propositions and their effects on customer intake, customer loyalty, revenue growth and data usage.
Emphasis on how to maximise the effect of e.g. unlimited data, zero-rated services, group & family plans and time-based offers in post- and prepaid propositions. Mapping the propositions to customers segments with a reward-for-wanted-behaviour logic balancing between general availability and segment exclusivity. Continue reading Analysis and recommendations on mobile proposition refresh→
This is tefficient’s 17th public analysis of the development and drivers of mobile data.
Mobile data usage is still growing in all of the countries covered by this analysis. The growth rates are very different and so are the usage levels. Finland tops the charts in usage – but not in growth.
Data-only is a clear driver of usage. Austria emerges as the fixed-line substitution leader. In Korea, the share of data traffic on 4G has now effectively reached 100%. In mature markets, the 4G upside on data usage is mainly a thing of the past. Continue reading “More for less” tips the balance→
Mobile operators are abandoning the previously predominant model to subsidize handsets and to, in return, lock customers in on long contracts with elevated service fees.
The death of the model should be mourned by no one since end-users have been given choice and flexibility through a multitude of non-binding, cheaper and flexible service options with generous – or even unlimited – allowances. Operators have seen customer churn decrease as end-users hold onto their handsets longer. As a direct consequence, EBITDA margins have increased.
Also the 2017 version of Nexterday North was a true ‘anti-seminar’ with futuristic and insightful speakers in a great, sometimes quirky, mix. May Comptel‘s spirit thrive also now that it is a part of Nokia.
This year, tefficient held a keynote presentation focused on bundles and the effect on churn.