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Operators can enhance unlimited mobile data plans to reduce the declining rate of traffic growth

Stephen Wilson Principal Analyst, Research

"Enhancing unlimited mobile data plans could boost cellular data traffic growth rates even in the most advanced mobile markets."

All three South Korean mobile network operators (MNOs) enhanced their unlimited mobile data plans during 2018. Previously, the operators had marketed unlimited data plans, but while these offers had generous allowances, the speed was limited if subscribers consumed more data than the allotted quota for a day or the whole month. The operators launched fully unlimited data plans in 2018 and enhanced the characteristics of their unlimited offers by increasing full speed quotas and increasing speeds when the quota was exhausted. This comment analyses the impact on cellular data traffic of the enhancements to unlimited mobile data plans and assesses the implications for other operators worldwide.