Abstract
Customers attach more value to smartphones and some over-the-top services such
as Netflix and Spotify than they do to network speed and latency.
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LTE entry prices are on average twice as high in Europe as in other regions of
the world. In Asia and the USA, LTE operators have better aligned LTE prices
with those for 3G services and are using tiered pricing models that combine 3G
and 4G technology across all tiers in order to promote LTE take-up. Sales
figures published by NTT DOCOMO suggest that 3G-level pricing and
LTE-compatible devices are the strongest drivers of LTE adoption.
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This Viewpoint provides:
- 4G forecasts for Western Europe by device type
- a comparative analysis of LTE handset packages in developed Asia -
Pacific, Europe and the USA
- an assessment of LTE pricing strategies in Europe
- an overview of best-practice LTE pricing from Japan and the USA, including
case studies of NTT DOCOMO and Verizon Wireless.
Figure 1: 4G connections by type, Western Europe, 2011 - 2016
[Source: Analysys Mason, 2012]1,2
1 Does not include M2M.
2 Mobile broadband is defined as PC, laptop, netbook or tablet connections via a USB modem or datacard. The definition excludes handset access or use of the handset as a modem.
Note: Key data/information in this graph is hidden, while in the report is not.
