Upselling unlimited data plans: strategies for operators

Operators have traditionally sold more data, SMS messages or voice services to drive ARPU growth. However, the continued interest in, and demand for, unlimited data plans means that this strategy is no longer sustainable. As such, operators are now exploring how to use data-related features and telecoms- and non-telecoms-related value-added services to encourage consumers to purchase premium plans.

This report provides:

• an analysis of the strategies that operators are implementing to drive ARPU from consumers on unlimited data plans
• data from Analysys Mason's consumer survey related to how consumers on unlimited data plans would respond to price rises (of 5% and 10%)
• data from Analysys Mason's consumer survey related to which value-added services consumers on unlimited data plans currently have and which they would pay extra for
• recommendations for how operators can increase ARPU from consumers that take unlimited data plans.