Home > Market Research > Handsets & Devices > Converged Devices Perspective / Vol. 1, Issue 4, April Edition

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Market Briefing
Published: April 2008
Pages: For full details, please email keithw@cmsinfo.com
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Research from: Pyramid Research
Sector: Handsets & Devices

iPhone Plans of AT&T, O2 and SFR point to optimal pricing ratio for Internet access.

In 2007, Apple’s introduction of the iPhone in France, Germany, the UK and the US led both mobile operators licensed by Apple as well as competitors to revamp their mobile data marketing strategies. A direct consequence was the introduction of bundles of unlimited Internet access and voice. In those first four markets to feature “official” iPhone operators, five service providers launched some type of mobile voice and Internet bundles. All Apple partners introduced packages that include unlimited Internet access, while SFR, a contender in France, launched a bundle granting access to selected websites.
We believe there is a clear correlation between a bundle’s rate of adoption and the discount it provides on the equivalent stand-alone services. In our view, the new bundles that get the price right for the consumer are positioning Internet access as a mainstream mobile service and will boost operators’ revenues.

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