E-Plus Germany mobile data impact analysis — showing way forward for challenger operators?
Up until late 2009 E-Plus had been following a low cost challenger strategy primarily targeting customers with no or very light mobile data needs. But late last year, when it became apparent that fast mobile data is not a niche offering any longer but is becoming an essential need of the mass consumer base in Germany and in other developed telecoms markets, they swiftly declared a new, “voice+data” strategy.
Our independent analysis puts E-Plus’s new mobile data strategy to the test. We carried out the analysis by synthesizing externally available information on E-Plus and industry intelligence gained during our operator consulting engagements into a comprehensive bottom-up operator business model.
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The state of 4G pricing, mobile data usage, spectrum usage, network capacity utilization and fixed-to-mobile broadband substitution. After its comeback in 2016, in 2017 unlimited mobile data goes viral and spreads to 22 countries. And while in competitive markets such as France and Denmark consumers can buy 100 or unlimited gigabytes for less than €30, in tight mobile oligopoly markets such as Portugal, Greece and Hungary €30 hardly buys any gigabytes. Europe’s mobile data divide widens further: 200x more gigabytes for €30 in smartphone plans, 600x more gigabytes in mobile broadband plans, 200x difference in median gigabyte prices, 40x difference in mobile data usage per capita and spectrum usage.
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