Unlimited data plans will put an end to the traditional more-for-more strategy

Traditionally, operators have offered more data, SMS messages or voice services for more money (a ‘more-for-more’ strategy). However, consumers are increasingly opting for unlimited data plans, so operators must either increase their prices or upsell customers to more-expensive plans if they are to grow their revenue. As such, operators are having to reinvent the more-for-more strategy for the unlimited data plan era by replacing more data with more-nuanced data services, pay TV, music, gaming, insurance or other perks.

Analysys Mason’s Beyond unlimited data plans: case studies and analysis provides details of the unlimited data strategies of six operators and Upselling unlimited data plans: strategies for operators offers strategic insights. In this article, we summarise our findings pertaining to unlimited data plans.