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The Unlimited mobile data plans: evaluating impact and developing best practice

The Unlimited mobile data plans: evaluating impact and developing best practice

The number of unlimited mobile data plans is on the rise worldwide, raising concerns for mobile network operators (MNOs) but also providing opportunities. All MNOs will need to consider unlimited mobile data plans. This report assesses the various ways in which MNOs will be able to compete.


Mobile market dynamics
Considerations for integrated players
Future pricing trends
Appendix
About the authors and Analysys Mason

List of figures
Figure 1: Short- and long-term approaches to mobile pricing in the context of moves towards unlimited data plans
Figure 2: Timeline of selected unlimited mobile data plan launches
Figure 3: Current approaches to unlimited mobile data tariff pricing and examples of operators that are deploying these approaches
Figure 4: Percentage point market share change per year after the launch (t=0) of unlimited mobile data tariffs, before and after other operators in their respective markets launched unlimited plans of their own, by operator
Figure 5: Main approaches to mobile pricing in the context of unlimited data plans
Figure 6: Selected postpaid speed-based tariffs, Finland, 2Q 2017
Figure 7: Mobile subscriber net additions, Finland, 2007–2016
Figure 8: Price of sample postpaid tariffs as a percentage overall postpaid ARPU 2Q 2017
Figure 9: Unlimited call, SMS and data plans, restrictions and traffic management policies, by operator, USA, 2Q 2017
Figure 10: Cellular data traffic per handset SIM, selected countries, 2007–2016
Figure 11: Areas of consideration for integrated operators when responding to moves towards unlimited plans
Figure 12: Minimum price per data allowance in SIM-only postpaid tariffs in the Netherlands, by operator, 2Q 2017
Figure 13: Mobile connections growth in the Netherlands, by operator, 2Q 2016–2Q 2017
Figure 14: Service and features beyond core services that are added to Swisscom's converged bundles
Figure 15: AT&T's unlimited call, SMS, and data allowance plans
Figure 16: Potential content-based tariff structures
Figure 17: Illustration of quad-play tariff rebalancing between fixed and mobile prices
Figure 18: List of known launches of unlimited LTE plans at 3Q 2017

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