2022 Tariff Trend Report: The Key Trends in the Italian Mobile Market - Report finds changes in entry-level pricing since the launch of Iliad in 2018
In this report published in June 2022, according to the Italian telecoms regulator AGCOM, as of the end of 2021, there were 106.2 million human (non-M2M) SIM cards in Italy, representing a 143 per cent mobile penetration rate, the market had grown by 2.2 million non-M2M SIMs during the year. Some 88.7 per cent of SIMs are Pre-Pay, the majority of current MNO SIMs are on an auto-pay mechanism (whereby a debit card or credit card is used for payment every 30 days).
A number of mobile sub-brands are active in Italy and were launched in 2018 in response to the launch of the fourth MNO Iliad Mobile at the end of May 2018. Sub-brands have raised their pricing and are focused on offering discounted rates to attract their direct rivals (such as Iliad or other MVNOs). In general entry-rates have increased from a low base since the introduction of Iliad, but MNO & MVNO rates at Euro €9 to Euro €10 per month offer large mobile data allowances, typically of 100 GB or above.
There is consolidation rumoured in the Italian market. Currently there are five MNOs (TIM, WindTre, Vodafone, Iliad and Fastweb). There are also a range of MVNOs available including Postemobile (reporting 4.9 million SIMs & fixed line accesses in total for 2021). Iliad and Apax have sought to acquire Vodafone Italy, which has not agreed to the merger bid but Vodafone has stated that it is still looking to play a role in consolidation.
Coverage - Products and Services plus their pricing offered by the following providers:
A number of mobile sub-brands are active in Italy and were launched in 2018 in response to the launch of the fourth MNO Iliad Mobile at the end of May 2018. Sub-brands have raised their pricing and are focused on offering discounted rates to attract their direct rivals (such as Iliad or other MVNOs). In general entry-rates have increased from a low base since the introduction of Iliad, but MNO & MVNO rates at Euro €9 to Euro €10 per month offer large mobile data allowances, typically of 100 GB or above.
There is consolidation rumoured in the Italian market. Currently there are five MNOs (TIM, WindTre, Vodafone, Iliad and Fastweb). There are also a range of MVNOs available including Postemobile (reporting 4.9 million SIMs & fixed line accesses in total for 2021). Iliad and Apax have sought to acquire Vodafone Italy, which has not agreed to the merger bid but Vodafone has stated that it is still looking to play a role in consolidation.
Coverage - Products and Services plus their pricing offered by the following providers:
- CoopVoce (MVNO)
- Fastweb
- Ho mobile
- Iliad Mobile
- Kena Mobile
- Postemobile
- TIM
- Tiscali
- Very Mobile
- Vodafone
- Wind
Introduction
Italian MNO Analysis
TIM – Changes in the Italian mobile market
The use of TIM sub-brands
Vodafone – Changes in the Italian mobile market
The use of Vodafone sub-brands
Wind/Tre – Changes in the Italian mobile market
The use of Wind/Tre sub-brands
Iliad Mobile – Changes in the Italian mobile market
The use of sub-brands
Italian MVNOs
Conclusions – The key trends in the Italian mobile market
Italian MNO Analysis
TIM – Changes in the Italian mobile market
The use of TIM sub-brands
Vodafone – Changes in the Italian mobile market
The use of Vodafone sub-brands
Wind/Tre – Changes in the Italian mobile market
The use of Wind/Tre sub-brands
Iliad Mobile – Changes in the Italian mobile market
The use of sub-brands
Italian MVNOs
Conclusions – The key trends in the Italian mobile market
LIST OF FIGURES
Figure 1 – A Pie Chart & table showing the Italian Mobile subscriber market share as of the end of 2018 in per cent
Figure 2 – A Pie Chart & table showing the Italian Mobile subscriber market share as of the end of 2021 in per cent
Figure 3 – A picture showing the Fastweb Mobile offer (May 2022)
Figure 4 – A picture showing the TIM Limited Edition Online plan (January 2019)
Figure 5 – A picture showing the TIM without limits plan (January 2019)
Figure 6 – A graphic showing the TIM Mobile Magnifica Mobile plan (May 2022)
Figure 7 – A graphic showing the TIM Party loyalty scheme (May 2022)
Figure 8 – A picture showing the TIM Fibre broadband “PREMIUM FIBRA” service (May 2022)
Figure 9 – A picture showing the Kena Mobile launch (2018)
Figure 10 – A picture showing a promotion for Kena Mobile (January 2019)
Figure 11 – A picture showing the Vodafone Simple+ plan (January 2019)
Figure 12 – A picture showing the Vodafone Family Plan - Fibre broadband with mobile data SIM
Figure 13 – A picture showing the Ho Mobile sub brand (June 2020)
Figure 14 – A picture showing the Wind all inclusive unlimited plan (as of January 2019)
Figure 15 – A picture showing an advertisement for the Wind All Inclusive Limited Edition
Figure 16 – A picture showing the 1 Gbps fibre broadband product from infostrada (January 2019)
Figure 17 – A picture showing the WindTre Fibre broadband and Mobile service (May 2022)
Figure 18 – A graphic showing the Very Mobile introductory bonus payment (May 2022)
Figure 19 – A picture showing the Iliad Mobile plan at launch (2018)
Figure 20 – A graphic showing the discounted fibre offer of Iliad Italy (May 2022)
Figure 21 – A picture showing the Postemobile promotion with 300 GB of mobile data (May 2022)
Figure 22 – An advertisement showing the Postemobile CREAMI EXTRA WOW 50 plan (May 2022)
Figure 23 – A picture showing the Coopvoce Evo 100 mobile plan (May 2022)
Figure 24 – A picture showing the Tiscali Mobile Smart 70 plan (May 2022)
Figure 25 – A table showing Italian mobile pricing (in Euro per month) by MNO by Mobile Data allowance (in GB) as of 2019
Figure 26 – A table showing Italian mobile pricing (in Euro per month) by MNO by Mobile Data allowance (in GB) as of 2022
Figure 27 – A table showing a list of the Italian MNOs and MVNOs included in the Report
Figure 1 – A Pie Chart & table showing the Italian Mobile subscriber market share as of the end of 2018 in per cent
Figure 2 – A Pie Chart & table showing the Italian Mobile subscriber market share as of the end of 2021 in per cent
Figure 3 – A picture showing the Fastweb Mobile offer (May 2022)
Figure 4 – A picture showing the TIM Limited Edition Online plan (January 2019)
Figure 5 – A picture showing the TIM without limits plan (January 2019)
Figure 6 – A graphic showing the TIM Mobile Magnifica Mobile plan (May 2022)
Figure 7 – A graphic showing the TIM Party loyalty scheme (May 2022)
Figure 8 – A picture showing the TIM Fibre broadband “PREMIUM FIBRA” service (May 2022)
Figure 9 – A picture showing the Kena Mobile launch (2018)
Figure 10 – A picture showing a promotion for Kena Mobile (January 2019)
Figure 11 – A picture showing the Vodafone Simple+ plan (January 2019)
Figure 12 – A picture showing the Vodafone Family Plan - Fibre broadband with mobile data SIM
Figure 13 – A picture showing the Ho Mobile sub brand (June 2020)
Figure 14 – A picture showing the Wind all inclusive unlimited plan (as of January 2019)
Figure 15 – A picture showing an advertisement for the Wind All Inclusive Limited Edition
Figure 16 – A picture showing the 1 Gbps fibre broadband product from infostrada (January 2019)
Figure 17 – A picture showing the WindTre Fibre broadband and Mobile service (May 2022)
Figure 18 – A graphic showing the Very Mobile introductory bonus payment (May 2022)
Figure 19 – A picture showing the Iliad Mobile plan at launch (2018)
Figure 20 – A graphic showing the discounted fibre offer of Iliad Italy (May 2022)
Figure 21 – A picture showing the Postemobile promotion with 300 GB of mobile data (May 2022)
Figure 22 – An advertisement showing the Postemobile CREAMI EXTRA WOW 50 plan (May 2022)
Figure 23 – A picture showing the Coopvoce Evo 100 mobile plan (May 2022)
Figure 24 – A picture showing the Tiscali Mobile Smart 70 plan (May 2022)
Figure 25 – A table showing Italian mobile pricing (in Euro per month) by MNO by Mobile Data allowance (in GB) as of 2019
Figure 26 – A table showing Italian mobile pricing (in Euro per month) by MNO by Mobile Data allowance (in GB) as of 2022
Figure 27 – A table showing a list of the Italian MNOs and MVNOs included in the Report
