DATA-SHARING SERVICES AND MULTI-DEVICE SHARING TARIFFS: OPPORTUNITY ASSESSMENT AND OPERATOR CASE STUDIES

Operators need to better address the demand for multi-device connectivity.
A number of operators have introduced multi-device sharing plans and data-sharing services in their postpaid services offerings. Operators in Hong Kong and the USA were among the first to launch tariffs that use airtime sharing, particularly data sharing, with additional devices under the same bill, as their central marketing proposition. Data-sharing plans benefit subscribers by giving them flexibility around how much of the allowance they consume on each device, and give operators an effective method of addressing multi-device ownership.
This Viewpoint provides:
a market opportunities assessment for data-sharing plans based on an analysis of multi-device ownership and adoption levels of shared/family plans, connected tablets and unified service provision (based on the results of our Connected Consumer Survey 2013)
recommendations for operators, including ways in which operators can address increasing levels of multi-device ownership and drive data usage
an examination of operators’ shared data and multi-device sharing plans in selected case studies
analysis and comparison of selected tariffs according to the following criteria:
service name
shared data allowance
lowest monthly access charge
maximum number of devices
monthly line rental per device
voice and messaging allowance.
We define the tariffs studied in this Viewpoint as follows:
Multi-device sharing plans: Tariffs that allow voice, messaging or data to be shared among several devices under one bill. The ability to share is used as a central marketing proposition for the tariff.
Data-sharing services: A variety of operators offer subscribers the option to extend their single-device tariff offering to a tariff that allows the monthly data allowance to be shared with one or more additional devices. This option can be available either free or at an additional monthly charge.
Multi-device shared data plans: The same as multi-device sharing plans, but only the monthly data allowance can be shared. The ability to share is used as a central marketing proposition for the tariff.
GEOGRAPHICAL COVERAGE

This Viewpoint covers operators in the following regions:
Developed Asia–Pacific

North America

Western Europe.
COMPANY COVERAGE

This Viewpoint includes case studies on the following operators:
AT&T
CSL (1010)
Everything Everywhere (EE)
PCCW Mobile

Orange
Portugal Telecom
SFR
SmarTone

TeliaSonera
Telefonica
Verizon Wireless.