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Operator broadband price plans and their inclusions – fixed, mobile, and multiplay – provide valuable insights into global pricing strategy. This report compares pricing plan data over time, collected on a selective basis, for 20 tier-1 countries, including the latest data from 2017.


  • As mobile operators increase network capacity, they are also increasing data allowances. In 1Q17, plans offering 10–50GB accounted for 25% of total plans, compared with 15% in 4Q14. We expect that 5G will be the real catalyst for much larger data sizes, requiring a rethink around pricing innovation.
  • For the first time, Ovum looked at which mobile, fixed, and multiplay plans included telco VAS and OTT services. The most popular bundled telco VAS service for fixed broadband was cloud storage, while video topped for mobile broadband. As expected, music services were the favorite OTT service offered for mobile broadband.
  • As operators pursue gigabit fixed services to differentiate, appeal to high-end users, and maintain the specter of technology leadership, we find that download speed tiers being marketed have doubled in the past two and a half years, but not prices.

Features and Benefits

  • Analyzes mobile and fixed broadband plans over time and highlights regional variations.
  • Provides mobile and fixed broadband pricing strategy recommendations to operators.

Key questions answered

  • Are mobile data prices and allowances rising or falling globally? What type of VAS are operators bundling in along with connectivity?
  • Are fixed broadband prices and speeds rising or falling globally? What type of OTT services are operators bundling in along with connectivity?
  • What best practices should operators adopt in terms of broadband pricing strategy?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Price, data, and speed trends

  • Mobile data allowances continue to increase
  • Mobile data prices fall as competition bites in ultracompetitive markets
  • Fixed broadband prices reflect higher speed tiers offered and higher proportion of triple plays
  • Fixed broadband plans feature download speeds that double, but upload speed increases are neglected

Telco VAS and OTT

  • Cloud storage/email most frequently wrapped around fixed broadband plans, while video is favorite VAS for mobile
  • Almost a quarter of mobile broadband plans include OTT, but fixed broadband trails, although that is on cusp of change
  • Wi-Fi access remains a key part of the bundle


  • Fewer mobile operators charge for excess data usage


  • Multiplay plans on the rise, but single play maintains relevance


  • Methodology
  • Further reading
  • Authors

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