Supply-Side Strategies: from LTE to 5G: Using QoS and Customisation to Leverage New Opportunities
At a time when 5G is starting to be tested in real-life situations, especially in Asia and the United States, this report looks at the latest developments in LTE products, on the eve of 5G rollouts, along with the different scenarios for monetising 5G.
This report delivers a detailed snapshot of the latest developments in LTE products, notably since the previous report on this topic.
It analyses operators’ different supply-side strategies and identifies recent trends and details what new applications 5G technologies will enable, and how they will impact the value chain.
This report delivers a detailed snapshot of the latest developments in LTE products, notably since the previous report on this topic.
It analyses operators’ different supply-side strategies and identifies recent trends and details what new applications 5G technologies will enable, and how they will impact the value chain.
1. EXECUTIVE SUMMARY
1.1. Key findings
1.2. Recommendations
2. CHANGES IN LTE PRICING SCHEMES
2.1. Data allowance still a tiering criteria for plans
2.2. High data allowance and unlimited plans developing
2.2.1. Product benchmark
2.2.2. Case studies
2.3. Speed-based pricing on the rise
2.3.1. Technological progress enabling a steady increase in speed
2.3.2. Speed-based tiering
2.3.3. Plans tiered by speed and data allowance
2.3.4. Plans tiered by connection speed and content
2.4. Content strategies that incorporate quality of service
2.4.1. Product benchmark
2.4.2. Paid content as part of multi-screen strategies
2.4.3. Premium content strategy available chiefly to content-owning operators
2.4.4. OTT strategies
2.4.5. Discriminating between types of content and zero-rating
3. 5G SUPPLY-SIDE SCENARIOS
3.1. 5G’s technological contributions
3.1.1. 5G as enabler of the digitisation of society and the economy as a whole
3.1.2. 5G technological building blocks
3.1.3. Merits of network slicing and virtualisation
3.2. 5G use cases
3.2.1. Three use-case scenarios for 5G
3.2.2. 4G+ and purely 5G uses
3.2.3. Specific features of 5G products: customisation and quality of service
3.3. 5G monetisation scenarios
3.3.1. Scenario 1: ‘4G++ unlimited range’
3.3.2. Scenario 2: ‘Immersive Interactive Reality’
3.3.3. Scenario 3: ‘Remote surgery’
3.3.4. Scenario 4: ‘Patient monitoring’
3.3.5. Scenario 5: ‘The autonomous car’
3.3.6. Scenario 6: Smart lighting
1.1. Key findings
1.2. Recommendations
2. CHANGES IN LTE PRICING SCHEMES
2.1. Data allowance still a tiering criteria for plans
2.2. High data allowance and unlimited plans developing
2.2.1. Product benchmark
2.2.2. Case studies
2.3. Speed-based pricing on the rise
2.3.1. Technological progress enabling a steady increase in speed
2.3.2. Speed-based tiering
2.3.3. Plans tiered by speed and data allowance
2.3.4. Plans tiered by connection speed and content
2.4. Content strategies that incorporate quality of service
2.4.1. Product benchmark
2.4.2. Paid content as part of multi-screen strategies
2.4.3. Premium content strategy available chiefly to content-owning operators
2.4.4. OTT strategies
2.4.5. Discriminating between types of content and zero-rating
3. 5G SUPPLY-SIDE SCENARIOS
3.1. 5G’s technological contributions
3.1.1. 5G as enabler of the digitisation of society and the economy as a whole
3.1.2. 5G technological building blocks
3.1.3. Merits of network slicing and virtualisation
3.2. 5G use cases
3.2.1. Three use-case scenarios for 5G
3.2.2. 4G+ and purely 5G uses
3.2.3. Specific features of 5G products: customisation and quality of service
3.3. 5G monetisation scenarios
3.3.1. Scenario 1: ‘4G++ unlimited range’
3.3.2. Scenario 2: ‘Immersive Interactive Reality’
3.3.3. Scenario 3: ‘Remote surgery’
3.3.4. Scenario 4: ‘Patient monitoring’
3.3.5. Scenario 5: ‘The autonomous car’
3.3.6. Scenario 6: Smart lighting
TABLES
Table 1: Pricing parameters for mobile data plans
Table 2: AT&T shared plans
Table 3: Older unlimited plans
Table 4: Recently introduced unlimited plans (advertised as “unlimited” – with a cap of over 30 Gb a month)
Table 5: Operators’ data allowances
Table 6: Elisa’s product line
Table 7: Elisa’s operating and financial revenue
Table 8: US operators’ plans
Table 9: Verizon’s “unlimited” plan
Table 10: T-Mobile’s product line in Germany
Table 11: Swisscom’s InOne Mobile product line
Table 12: A1’s product line in Austria in 2018
Table 13: A1’s product line in Austria in 2017
Table 14: T-Mobile’s My Mobile product line in Austria in 2018
Table 15: Telia’s product line in Finland in 2018
Table 16: Vodafone Germany SIM-only plans in 2017, with a two-year commitment
Table 17: Vodafone Germany SIM-only plans in 2018, with a two-year commitment
Table 18: AT&T product line in 2018, tiered by data allowance, browsing and content
Table 19: Verizon’s “unlimited” plan
Table 20: Mobile content strategies
Table 21: Benchmark of mobile operators promoting premium content
Table 22: Vodafone Spain’s product line
Table 23: LG U+ plan
Table 1: Pricing parameters for mobile data plans
Table 2: AT&T shared plans
Table 3: Older unlimited plans
Table 4: Recently introduced unlimited plans (advertised as “unlimited” – with a cap of over 30 Gb a month)
Table 5: Operators’ data allowances
Table 6: Elisa’s product line
Table 7: Elisa’s operating and financial revenue
Table 8: US operators’ plans
Table 9: Verizon’s “unlimited” plan
Table 10: T-Mobile’s product line in Germany
Table 11: Swisscom’s InOne Mobile product line
Table 12: A1’s product line in Austria in 2018
Table 13: A1’s product line in Austria in 2017
Table 14: T-Mobile’s My Mobile product line in Austria in 2018
Table 15: Telia’s product line in Finland in 2018
Table 16: Vodafone Germany SIM-only plans in 2017, with a two-year commitment
Table 17: Vodafone Germany SIM-only plans in 2018, with a two-year commitment
Table 18: AT&T product line in 2018, tiered by data allowance, browsing and content
Table 19: Verizon’s “unlimited” plan
Table 20: Mobile content strategies
Table 21: Benchmark of mobile operators promoting premium content
Table 22: Vodafone Spain’s product line
Table 23: LG U+ plan
FIGURES
Figure 1: Smartphone users’ average data consumption
Figure 2: Operators that have increased the data allowances
Figure 3: Breakdown of mobile subscriptions by data allowance, mid-2017
Figure 4: Real data consumption vs. data caps
Figure 5: Launch cycle for unlimited plans (advertised as “unlimited” – with a cap of over 30 Gb a month)
Figure 6: Bitrates supplied by operators that advertise speed as a key criterion
Figure 7: NTT DoCoMo’s progression towards Gigabit LTE
Figure 8: Mobile operators’ content strategies
Figure 9: Network Slicing
Figure 10: 5G technological building blocks
Figure 11: Three 5G use scenarios
Figure 12: Applications enabled and improved by 5G
Figure 13: Example of the tactile Internet
Figure 14: New 5G uses by type of market
Figure 15: Opportunities for change along the value chain
Figure 16: Network slicing and product personalisation
Figure 17: Six 5G monetisation scenarios
Figure 18: Value chain for the ‘4G++ unlimited range’ scenario
Figure 19: How the ‘4G++ unlimited range’ scenario is positioned with respect to 5G constituent parts
Figure 20: A sporting event that incorporates virtual reality
Figure 21: How the ‘Immersive Interactive Reality’ scenario is positioned with respect to 5G’s constituent parts
Figure 22: Two possible value chains for the ‘Immersive Interactive Reality’ scenario
Figure 23: Remote surgery
Figure 24: Robot-assisted remote surgery scenario (5G PPP)
Figure 25: How the ‘Remote surgery’ scenario is positioned with respect to 5G’s constituent parts
Figure 26: The eHealth value chain and player positioning with respect to 5G
Figure 27: Remote patient management
Figure 28: How the ‘Patient monitoring’ scenario is positioned with respect to 5G’s constituent parts
Figure 29: The many sensors in a connected car
Figure 30: Two types of information transmission in cars
Figure 31: From the connected to the autonomous car
Figure 32: How the ‘Autonomous car’ scenario is positioned with respect to 5G’s constituent parts
Figure 33: Central players in the automotive industry value chain
Figure 34: Smart street lighting
Figure 35: How the ‘Smart lighting’ scenario is positioned with respect to 5G’s constituent parts
Figure 36: Smart street lighting value chain
Figure 1: Smartphone users’ average data consumption
Figure 2: Operators that have increased the data allowances
Figure 3: Breakdown of mobile subscriptions by data allowance, mid-2017
Figure 4: Real data consumption vs. data caps
Figure 5: Launch cycle for unlimited plans (advertised as “unlimited” – with a cap of over 30 Gb a month)
Figure 6: Bitrates supplied by operators that advertise speed as a key criterion
Figure 7: NTT DoCoMo’s progression towards Gigabit LTE
Figure 8: Mobile operators’ content strategies
Figure 9: Network Slicing
Figure 10: 5G technological building blocks
Figure 11: Three 5G use scenarios
Figure 12: Applications enabled and improved by 5G
Figure 13: Example of the tactile Internet
Figure 14: New 5G uses by type of market
Figure 15: Opportunities for change along the value chain
Figure 16: Network slicing and product personalisation
Figure 17: Six 5G monetisation scenarios
Figure 18: Value chain for the ‘4G++ unlimited range’ scenario
Figure 19: How the ‘4G++ unlimited range’ scenario is positioned with respect to 5G constituent parts
Figure 20: A sporting event that incorporates virtual reality
Figure 21: How the ‘Immersive Interactive Reality’ scenario is positioned with respect to 5G’s constituent parts
Figure 22: Two possible value chains for the ‘Immersive Interactive Reality’ scenario
Figure 23: Remote surgery
Figure 24: Robot-assisted remote surgery scenario (5G PPP)
Figure 25: How the ‘Remote surgery’ scenario is positioned with respect to 5G’s constituent parts
Figure 26: The eHealth value chain and player positioning with respect to 5G
Figure 27: Remote patient management
Figure 28: How the ‘Patient monitoring’ scenario is positioned with respect to 5G’s constituent parts
Figure 29: The many sensors in a connected car
Figure 30: Two types of information transmission in cars
Figure 31: From the connected to the autonomous car
Figure 32: How the ‘Autonomous car’ scenario is positioned with respect to 5G’s constituent parts
Figure 33: Central players in the automotive industry value chain
Figure 34: Smart street lighting
Figure 35: How the ‘Smart lighting’ scenario is positioned with respect to 5G’s constituent parts
Figure 36: Smart street lighting value chain
