Smartphone Plans Go Data-Centric: New Ways to Differentiate and Monetize

Current Analysis Provides the Latest Update on Innovative European Carrier Data Trends

Sterling, VA, USA, July 31, 2012 – Current Analysis, the market leader in real-time, tactical competitive intelligence for the telecommunications and information technology markets, just released the Q2 2012 update on the evolution of smartphone plans. For several quarters, European carriers have been innovating on the ‘classic bundle’ integrated tariff concept, with an increasingly data-centric focus. Although this trend is still in evidence, the market’s focus is shifting towards policy-driven plan innovation, as well as speed-based marketing for the small screen, particularly in connection with LTE plans.

“As mobile data steadily emerges as the cornerstone component of new smartphone contract offerings, innovation becomes a key differentiator for providers” stated Jerry Caron, Senior Vice President, Analysis at Current Analysis.  “We are continually tracking these rapid changes in the market and how it affects carriers, including the commoditization of mobile data, the effect of LTE smartphone plans, and the drivers, trends, and implications of the mobile data melting pot.”

In this advisory report, Emma Mohr-McClune, Service Director, Consumer Services – Global, analyzes the latest on smartphone plan models, emerging differentiators, and new marketing tactics. The report outlines the five primary European smartphone plan models that are now serving as alternatives to the classic integrated bundle model, with a focus on zero-rated content, application or usage-specific packages and speed-based innovation. The advisory also highlights examples of market plays from key providers such as Vodafone, TDC, T-Mobile, Telenor, Movistar Spain, Scarlet, Telefonica, A1, and Swisscom.

According to Ms. Mohr-McClune, over-reliance on the classic integrated bundle model could leave carriers vulnerable to changing consumer requirements, driven in the main by the emergence of IP Comms apps and other OTT value-added services. “All European carriers need to take a good hard look at their mobile data portfolios to assess how well their current stock of plans will appeal to a consumer base of changing usage requirements,” commented Ms. Mohr-McClune. “One of the biggest fallacies of the classic bundle structure is that it assumes heavy mobile voice users will also be heavy mobile data and messaging users.”

To learn how to access this advisory report, “Smartphone Plans Go Data-Centric: New Ways to Differentiate and Monetize” and other related analysis, please contact us here.

Media Contact:

Amee Singh
Sr. Director, Marketing Communications
pr@currentanalysis.com 

About Current Analysis

Current Analysis (http://www.currentanalysis.com) has been helping leading telecommunications, information technology and business software companies improve their competitive intelligence, differentiate themselves in the market, and win more business. Current Analysis is the only provider of continuous, in-depth tactical competitive intelligence, analysis, and advice. For more than 15 years, sales teams, product managers, marketing professionals, and executives have relied on Current Analysis as a trusted partner to improve their ability to anticipate and quickly take action on market opportunities and competitive threats. The company serves more than 35,000 professionals at over 1,600 global enterprises.

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Current Analysis has been helping leading telecommunications, information technology and business software companies improve their competitive intelligence, differentiate themselves in the market, and win more business since 1997. As the only provider of real-time, in-depth tactical competitive intelligence, analysis, sales teams, product managers, marketing professionals, and executives rely on Current Analysis to anticipate and quickly take action on market opportunities and competitive threats.

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For several quarters, European carriers have been innovating on the ‘classic bundle’ integrated tariff concept, with an increasingly data-centric focus. Although this trend is still in evidence, the market’s focus is shifting towards policy-driven plan innovation, as well as speed-based marketing for the small screen, particularly in connection with LTE plans.
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“As mobile data steadily emerges as the cornerstone component of new smartphone contract offerings, innovation becomes a key differentiator for providers
Jerry Caron, Senior Vice President, Analysis at Current Analysis.