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.