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About Update #15 (September 2011)

The database contains over 2,300 examples of promotional offers and incentives implemented by over 100 Mobile Network Operators in over 40 different markets over the past 5 years. This update follows the October 2010 update with over 200 promotions that highlight the promotional trends that continue to be practiced by mobile operators internationally.

• Most mobile operators are focused on promoting smartphone handsets as well as smartphone plans. Operators are redesigning their tariff plans and top-up initiatives in order to promote and encourage smartphone adoption and mobile internet usage. Specific handset purchases (often non iPhone) are often tied with attractive data propositions. Operators have also begun making provisions for customers who need to use mobile internet while roaming, although this perhaps coincides with our data collection at the height of the summer season.
• Emerging markets continue to offer innovative call plans aimed at stimulating and in some cases reactivating customer activity. These operators continue to promote on-net activity with popular tactics such as friends and family group calling initiatives.
• International calling continues to play a strong role in developed and emerging markets. Developed markets offer customers the option to choose an international tariff from a range of often mainly prepay tariff options. Emerging markets also promote international calling either as part of a group friends and family initiative or tied to a festive or religious event.
• Initiatives promoting mobile broadband and mobile broadband data usage continue to be prominent. Operators in Germany and Austria are among the first to begin promoting LTE home and mobile broadband propositions.