13 emma- mobile broadband services today, and tomorrow
TRANSCRIPT
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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
3 Current Analysis Inc. All rights reserved.
24,000 metrics
Updated quarterly
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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
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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
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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
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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
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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
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Faster downlinkpremium service
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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
11 Current Analysis Inc. All rights reserved.
= 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
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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
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Th k Y
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For more information, please contact
Thank You
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www.currentanalysis.com
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