App-specific bundles offer operators the promise of alternative pricing structures for mobile data

02 February 2017 | Research

"Operators are tailoring offers to cater to a diverse range of communication habits while encouraging customers to purchase upper-tier services."

Operators across the world are packaging usage of OTT communication and social network apps, such as Facebook Messenger, LINE, WeChat and WhatsApp Messenger, with prepaid and postpaid plans as well as offering them as mobile data add-ons. These packages enable operators to differentiate their services, appeal to valuable target segments and generate new revenue. This comment assesses the status of these offerings and the different types of products that are available.