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About Update #9 (July 2008)

This update follows on from the December 2007 update of mobile promotional offers and brings the database to over 1,300 entries, capturing promotional offers implemented by mobile operators during 2008 so far:

• This update has found increasing evidence of mobile operators encouraging customers to subscribe to plans offering mobile Internet access. Data allocations are increasingly being integrated with standard voice and text calling plans, especially in the postpaid segment. Some operators promote special handset packages offering inclusive voice, SMS and mobile Internet at competitive monthly fees
• Operators continue to be engaged in encouraging trial and stimulating consumption of mobile content particularly in the area of Mobile Internet, Music, TV as well as sports content. The European football championships in June 2008 was met with many free trials and subscriptions to mobile TV services in some cases for the remainder of 2008
• The Summer season ensures that mobile operators promote a range of roaming packages particularly in continental Europe. Prepay packages continue to focus on top-up rewards and attractive handset promotions offering discounts and value added incentives such as free audio speakers, music concert and cinema tickets
• A large emphasis is also being placed on mobile broadband packages across the board. While postpaid mobile broadband packages dominate in most markets, some operators are beginning to promote prepaid mobile broadband subscriptions. Convergence promotions remain popular in many markets with operators taking steps to encourage prepay customers to subscribe to converged (home phone and DSL) services
• Operators continue to encourage group (discounted) on-net calling between friends and family members both in the postpay and prepay segments. A considerable promotional effort has been made by operators to migrate customers to new tariff plans offering unlimited on-net and landline calling. Referral programs rewarding existing customers for recommending new customers that join the network remain prominent across a select number of mobile operators as do triple play initiatives