Tuesday, June 19, 2012

OVUM: Shared Data Plans are "here to stay"; Require Management Tools

Nicole McCormick (pictured), Senior Analyst - Telco Strategy, Ovum covers the recent adaption of shared data plans by major MNOs.

"After a significant amount of discussion and hype, “bucket plans” are beginning to gain traction around the world. Bucket plans are a tariff structure where a monthly data allowance is shared between all of a user’s connected devices"

"Telefonica, Canadian operator Rogers Wireless, Hong Kong operator CSL [here], and Norway’s Telenor are just some of the growing number of operators that offer data bucket plans. These plans are typically aimed at the “connected person” who owns a smartphone, laptop, and tablet".

Related posts:
  • Verizon Wireless Adds Shared Data Plans (1-10GB) - here
  • [Gartner]: "CSPs should adopt these multidevice plans- here 
See also "Shared Mobile Data Plans Savings Opportunities at A Cost" (here) for more examples: Bell Mobility[Canada], Orange Mobistar and Proximus [Belgium], Vodafone and Telstra [Australia],Orange Austria and Vodafone Ireland.
Source: CSL/one2free 
Back to Ovum - "Bucket plans provide operators with significant cost savings as they do not have to acquire and manage two separate subscriptions for a single customer. A combined account also makes it far easier for operators to find out what a customer is using their device for and when. This information makes upsell opportunities clearer and easier to implement, and enables the possibility of providing the data to third-party applications and advertisers .. Unified plans increase customer stickiness, which results in lower churn".
"Operators will also have to ensure that bucket plan users are provided with adequate data monitoring tools to prevent excess usage charges if big-screen devices unknowingly consume a high proportion of the bucket. These should also provide a mechanism that enables customers to upgrade to a larger plan if required" (see also "Infonetics: Shared Data Plans - an Opportunity with OSS Needs" - here).
See "Data buckets arrive to cater for the “connected person” - here.

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