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SIM-only Policies & Initiatives for the Prepay Segment

For many mobile operators SIM-only connections account for as much as 50% of all connections. The number is much higher for many MVNOs. In this report we examine SIM-only initiatives for the prepay segment from over forty operators in ten different markets (Australia, Belgium, France, Germany, Ireland, Italy, Netherlands, Portugal, Switzerland and UK). We analyse differences in prepay SIM-only policies across the different operators and markets and highlight the key trends in terms of product offers, channel availability and target segments. In particular we highlight:

• The market context and competition factors which contribute to the development of a strong "SIM-only" market.
• The average cost of SIM-only connection packs and the associated airtime credits.
• The most/least expensive SIM-only propositions.
• How SIM-only propositions vary by channel.
• The segments targeted by those offering SIM-only connections.
• Other segments that remain to be targeted.
• Important contextual data including the cost of competing entry level handset connection packs, service validity periods and other product differentiation features within and across markets.
• Why operator strategies giving preferential treatment/benefits to handset connections over SIM-only customers may be misguided.
• How over-aggressive promotion of SIM-only offers can deliver increased customer churn and/or spin.
• How operators have learned to phase in the delivery of airtime credit bonuses offered with new SIM-only connections, making them conditional upon greater customer spend commitments, in a bid to increase activity levels and the customer lifetime value of the SIM-only segment.
• Why number porting should be encouraged when marketing SIM-only connections.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents

1
Overview
1
2
Introduction
2
3
Prepay SIM Offer Benchmarks
4
4
Differentiation between SIM-only & Handset Offers
7
5
SIM-only Offers by Channel
10
6
The Low-cost Online Segment
11
7
Other Target Segments
15
7.1
International SIM Options
15
7.2
Family SIMs
18
7.3
Kid/Youth Segments
18
7.4
Number Sensitive Segments
19
7.5
Other Untargeted Segments
19
7.5.1
Short Term Foreign Visitors
19
7.5.2
The Second SIM Segment
20
7.5.3
I Want my Anonymity
20
8
Country Analysis Overview
21
9
Australia
22
9.1
Optus MyTime
22
9.2
Telstra Pre-Paid Plus
23
9.3
Vodafone Red SIM
24
9.4
Virgin Mobile
25
10
Belgium
29
10.1
e-SIM by BASE
29
10.2
Simyo
30
10.3
Simply By Mobistar
30
10.4
UglyDuck
31
11
France
33
11.1
Debitel Ma Puce
33
11.2
Bouygues Telecom Carte Nomade
33
11.3
Orange Mobicarte
33
11.4
Virgin Mobile
34
12
Germany
35
12.1
O2 Loop
35
12.2
T-Mobile Xtra
35
12.3
Vodafone CallYa
36
12.4
Simyo
38
13
Ireland
39
13.1
O2
39
13.1.1
International SIM Option
40
13.2
Meteor
41
13.2.1
International Prepay Plan
42
13.3
Vodafone
43
14
Italy
45
14.1
TIMCard
45
14.2
Wind SIM-only Segmented Offers
45
15
Netherlands
48
15.1
KPN Mobile
48
15.2
Orange
49
15.3
Vodafone Z11
50
15.4
Simyo
51
15.5
Tele 2
51
15.6
Lycamobile
52
16
Portugal
54
16.1
TMN
54
16.2
Uzo Online Offer
54
16.3
Optimus
55
16.4
Rede4 Online Offer
55
16.5
Vodafone
56
17
Switzerland
58
17.1
Orange PrePay Unlimited
58
17.2
Orangeclick.ch
58
17.3
Swisscom Mobile
59
17.4
TDC Sunrise
61
17.5
CoopMobile Switzerland
62
17.6
Yallo Switzerland
63
18
UK
65
18.1
O2
65
18.2
Orange
66
18.3
T-Mobile
67
18.4
Virgin Mobile
67
18.5
Vodafone
68
18.6
Easy Mobile
69
18.7
Tesco Mobile
70