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Mobile Broadband: Addressing Retention Challenges

Continuing pressure on voice revenues from regulators and competitors eroding prices, including those in previously high-margin areas such as roaming and call termination, has encouraged mobile operators to focus on mobile broadband as a means to address shortfalls in both ARPU and EBITDA.

Even in the most saturated markets with mobile penetration levels over 130%, mobile broadband has been able to deliver growth in the numbers of profitable subscribers. But has this focus on acquisition and short-term profitability resulted in dangerous inattention to the issue of retention? In some markets, mobile broadband capability has been oversold resulting in a backlash of user opinion, with mobile broadband suffering from being relegated to being perceived as merely an extension of a fixed broadband subscription. This is problematic anyway, but poor market perception may hinder MNO efforts to gain a return on the major infrastructure investments required for the planned deployment of 4G (e.g. LTE) technologies.

This report examines a number of mobile broadband markets to analyse the critical success factors in developing a sustainable and viable (profitable) revenue stream and explores the vital issue of customer retention, concluding with concrete recommendations for MNOs wishing to maximise the benefits they derive from this area.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Currency and Conversions
2
3
The Mobile Broadband Market
4
3.1
Broadband Penetration, Price and Availability
4
3.2
Mobile Broadband Development
6
4
Sample Mobile Broadband Propositions
9
4.1
Austria
9
4.1.1
Mobilkom (A1)
10
4.1.2
Summary - Austria
14
4.2
France
15
4.2.1
SFR
15
4.2.2
Orange France
18
4.2.3
Summary - France
20
4.3
Hungary
20
4.3.1
Vodafone Hungary
21
4.3.2
Summary - Hungary
24
4.4
Singapore
24
4.4.1
M1
25
4.4.2
StarHub
29
4.4.3
Summary - Singapore
31
4.5
UK
32
4.5.1
3
34
4.5.2
Other UK Mobile Operators
37
4.5.3
BT
38
4.5.4
Summary - UK
39
5
Analysis
40
5.1
Introduction
40
5.2
Mobile Broadband Market Success Factors
41
5.3
Mobile Broadband Consumer Segmentation
42
5.4
Mobile Broadband Proposition KPIs
43
5.4.1
Prepay vs. Postpay
43
5.4.2
Bundling & Retention
44
5.5
Mobile Broadband Profitability
45
5.5.1
Pricing of Propositions
45
5.5.2
Customer Relationships, Management and Retention
45
6
Conclusions & Recommendations
47
6.1
Conclusions
47
6.2
Recommendations
49