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SIM-only Policies & Initiatives for the Postpay Segment

SIM-only postpay connections today account for a small proportion of mobile operators' total postpay connections (typically ranging from 1% to 5%). This is significantly lower than prepay SIM-only connections which account for 20%-50% of all prepay connections in most European markets. The large disparity is due to the presence of heavy handset subsidies in most postpay markets which render SIM-only postpay propositions less attractive than they would otherwise be. However, MMD believes that the postpay SIM-only market segment will grow over time, driven initially by the reduction of handset subsidies and subsequently stimulated by operator initiatives to develop the market with more aggressive propositions and promotions. The current paper analyses this embryonic market segment and:

• Reveals how the postpay SIM-only segment has the potential to grow to account for more than half of all postpay connections in subsidy free markets
• Provides detailed SIM-only service proposition descriptions for 26 MNOs and MVNOs across 9 different markets (Australia, Belgium, France, Germany, Ireland, Italy, Netherlands, Switzerland and the UK)
• Details the characteristics of the postpay SIM-only segment which make it a potentially lucrative segment with a low cost of acquisition
• Describes how some service propositions have been designed in a negative manner which serves to curb demand for postpay SIM-only connections
• Highlights how progressive operators who recognise the potential of this segment are implementing measures to increase the attractiveness of their SIM-only postpay offers
• Details how improved visibility of SIM-only postpay offers is needed through on-line and retail channels in order to increase the addressable market

Price: EUR 2,500.00 / GBP 2,000.00

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Table Of Contents
1
Overview
1
2
Introduction
2
3
Strategic Considerations
3
3.1
The Case for Proactive Market Development
3
3.2
Positive Positioning of Postpay SIM-only Offers
7
3.3
Why Postpay SIM-only will grow
7
3.4
Segmentation
8
3.4.1
The Low Cost Online Segment
8
3.4.2
The International SIM segment
8
3.4.3
The Family Segment
8
3.4.4
The Kids/Youth Segment
8
3.4.5
New Postpay SIM-only Segments
9
3.5
Channel Development
9
4
Australia
10
4.1
Telstra's Member Plans
10
4.1.1
Member Plan Proposition
10
4.2
Vodafone's CAP Plans
11
4.3
Virgin Mobile - Postpay
11
5
Belgium
13
6
France
15
6.1
Orange
15
6.2
Debitel "Ma Puce" Forfait Offer
16
6.3
SFR SIM-only Offers
17
6.4
Virgin Mobile
18
7
Germany
20
7.1
T-Mobile Germany
20
7.1.1
Postpay Plans Containing Inclusive Multimedia Services
21
7.2
Vodafone Germany
21
7.2.1
Enhanced Postpay Plans Bundling 3G Services
22
7.2.2
SuperFlat
23
7.3
O2 Germany
24
7.3.1
klarmobil
24
7.3.2
Tchibo
26
8
Ireland
28
8.1
Vodafone
28
8.2
O2
28
8.3
Meteor Postpay
29
9
Italy
30
10
Netherlands
31
10.1
KPN
31
10.1.1
KPN Mobiel SIM-only Tariff Plans
31
10.1.2
KPN's Hi Tariff Plans
32
10.2
Vodafone Netherlands
34
10.3
Orange Netherlands
35
11
Switzerland
37
11.1
Swisscom Mobile
37
11.2
Orange Switzerland
38
11.3
Sunrise
40
12
UK
41
12.1
Vodafone
41
12.2
O2
43
12.3
T-Mobile UK
44
12.4
Virgin Mobile
45
12.4.1
Enhancing the SIM-only Proposition With Promotional Incentives
47
12.4.2
A Free Extra SIM for a Friend or Family Member
47