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This reports follows two previous pricing strategy reports by Ovum ("Innovative Broadband Pricing Strategies" and "Innovative Tariff Strategies for Mobile Broadband"). It examines how some tariff strategies have evolved and the reasons for success or failure.


  • Zero-rated content is on the rise in all markets. Content is a differentiator to the mobile service and is helping increase data usage, attract first-time mobile data users, increase subscription market share, and increase data revenue. But content as a differentiator is not the main reason customers choose a mobile service provider. Other factors include price and network reach and reliability.
  • Mobile video remains challenging to monetize. It was difficult to find a standout success story in the public domain, as paying for video is not something customers want to do when they can get so much video for free or via cheap OTT services. At best, mobile video services are an incremental revenue opportunity for operators or offered as part of a wider value-added services platform.
  • Shared data plans are on the rise. There are many different flavors of shared data plans, but these are now prevalent across the globe.

Features and Benefits

  • Analyzes how mobile tariff strategies have evolved through global examples of mobile tariffs.
  • Evaluates the success or failure of mobile tariff strategies, using KPIs when available.

Key questions answered

  • How have mobile tariff strategies evolved?
  • What are the reasons for the success and failure of mobile tariff strategies?

Table of contents


  • Introduction
  • Download 1: Innovative Broadband Pricing Strategies: 2017

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