According to a research by Analysysmason in ten major Western European mobile markets comprising 36 operators... "just over one in five operators (22%) offer at least one truly unlimited mobile data plan, either for handset data or mobile broadband, to target heavy mobile data users. Most heavy users have to settle for capped or throttled unlimited services, which were the most generous plans on offer from two thirds of the operators covered in our research."
"This research analysed the correlation between mobile data subscription pricing and mobile operator key performance indicators (KPIs) such as subscriber and revenue growth. We allocated the 36 operators within our ten Western European countries to the following categories, according to the business models used."
"Truly unlimited: Operators that offer consumers at least one handset data and/or mobile broadband tariff with unlimited data consumption at maximum available speeds within the monthly subscription fee."
"Capped or throttled unlimited: Operators without any truly unlimited mobile data plans, which feature at least one tariff offering unlimited data, albeit at reduced speeds once a specified usage limit has been reached, within the subscription."
"Openly advertised data allowance: Operators that only offer tariffs with a specified amount of data included within the subscription."
Key Highlights
"From a heavy data user’s perspective, truly unlimited plans are the most attractive because they offer ‘all you can eat’ access to mobile data at maximum speeds for a set monthly price, provided the price is perceived as reasonable."
"Some operators, such as Hutchison 3G UK (3) in the UK, have gained market share by offering truly unlimited handset data. For example, 3’s ‘Ultimate Internet’ and ‘One’ plans bundle voice, texts and data, starting from GBP13 (EUR15.43) a month for a two-year contract, including an entry-level smartphone."
"Capped or throttled unlimited services were the most generous plans on offer from two thirds of the operators covered in our research."
"Capped or throttled unlimited data services are the most commonly used business model, because they represent a sensible compromise between the other two."
