Tefficient conducted a series of one-to-one interviews with operator executives from various global markets to gain insights into their perspectives on mobile data monetisation and service bundling models, with a focus on current and future trends.
The interviews delved into topics such as the sufficiency of current bucket and unlimited tiered mobile data propositions, the pricing of 5G, the success of speed tiering, and how content bundling can help operators. Experiences from hard bundling, soft bundling (with choice), add-on sales and content aggregation were discussed. Additionally, the interviews explored how operators can design their propositions in a QoE and slicing future where tiering is not limited to volume, speed, and content.
With the growing reliance on internet connectivity, telecom operators have an important role to play in protecting their customers from cyber threats such as fraud and malware. However, as internet usage can also expose users to risks such as the spread of malicious content, identity hijacking, and online slander, it is crucial for telecom operators to provide comprehensive cyber security services and solutions.
The service portfolio and the methods for offering these services can vary greatly between operators. Some are better than others in packaging and upselling cyber security.
Example from AT&T
To gain a comprehensive understanding of the cyber security offerings in 14 different markets, Tefficient conducted a thorough analysis of all of the cyber security offerings from all telecom operators in those markets. The analysis categorised the offerings according to:
Gaming is a multi-billion dollar business – but operators have not really aimed to monetise it. Until now. Cloud gaming relies on a network’s ability to deliver a stable throughput and a low and stable latency. Gaming devices no longer need to have muscles; the rendering happens in powerful cloud servers. With cloud gaming, operators have the possibility to be relevant for gamers; operators can use network features to control and improve the gaming experience. Perhaps operators can even sell cloud gaming with differentiated experience tiers?
Ericsson ConsumerLab published its latest report today.
The 5G Pacesetters report is the public outcome of a very ambitious project to design and analyse an index that measures both the 5G market performance and the consumer perception of 73 operators across 22 markets globally. Each 5G operator was analysed based on 105 criteria across 16 categories – from customer satisfaction to 5G offering, rollout and marketing efforts. It’s the first time a 5G index takes consumer satisfaction and consumers’ 5G leadership expectation into account.
Which cloud gaming and immersive video propositions are leading operators offering their 5G customers? How have operators gone about it; partnering with global brands, integrating a white label product – or even building it on their own?
KT celebrating 40k GameBox customers one month after launch
What about exclusivity? Can anyone buy or is it just for connectivity customers? Even for 5G customers only? Or have operators made the cloud gaming/immersive video service inclusive? If so, on an all plans or just on the more premium plans?
In this project we summarised and categorised all propositions in leading 5G markets globally and could spot some global trends.
Which are the equipment sales models in mobile and how have they developed over time? Can best practices be spotted when comparing equipment sales and profitability for a large number of mature market operators globally?
Using facts: What outputs are different equipment sales models such as subsidy, instalment, leasing, rental and BYOD generating – and how is an early upgrade promise affecting?
In this project we identified and documented a few operator best practices across different models in different markets.
How have operators introduced fixed-mobile convergent plans in Europe’s most advanced markets France, Spain, Portugal, Belgium, Switzerland, the Netherlands – and in emerging FMC markets like the UK and Sweden? How – and how quickly – did competition react?
Using facts: What is the take-up of these FMC plans? How have the FMC introductions affected mobile and fixed market share, customer churn, acquisition & retention cost, demand for fibre and TV – and revenue and margin?
How do you avoid making FMC a discount-centric thing? How have the best FMC propositions been put together and how have they been marketed? Is there a way to leverage content and exclusivity?
There are two types of operators when it comes to 5G: Those who act and those who wait.
Management of the latter type are often quoted saying that it’s within B2B that 5G will make a difference. It seems to be an excuse for not taking any action on B2C – or even for not taking any 5G action at all.
Nowhere else in the world will you find as many 5G users as in South Korea. Nowhere else will you find as many 5G base stations up and running. If there ever was a race to 5G, the Korean government and industry won it.
Seeing is believing: After having dug up, read and compiled all reporting and data on Korea’s mobile business there was no other way forward than to seeing it for ourselves and interview people involved in creating Korea’s ‘5G wonder’.
We spent eight busy days (11-18 July) in Seoul to finish a comprehensive 106-page analysis – full of graphs and photos – with recommendations for European operators.
Conducting and transcribing 22 interviews with 23 senior executives from telecom operators, handset and chip manufacturers, start-ups, academia and think tanks on the potential of 5G for consumers.
These interviews were, alongside focus groups, used as input to design Ericsson ConsumerLab’s consumer research ultimately covering 22 countries and over 35000 smartphone owners globally.
The interviews form an integral part of the 5G consumer potential report as issued by Ericsson ConsumerLab in May 2019. All interviewees are named in the report. Thank you for your kindness!
