Finland has been among the leading countries in Europe in terms of the growth of its mobile broadband market. As a result, it has been one of the first to face the issues of dealing with increasing bandwidth demand and eroding margins. This case study examines the approach taken by Finnish mobile operators DNA and Elisa to deal with these challenges. In particular, it focuses on the following two issues.
- The challenges of unlimited pricing plans: including the difficulties in addressing users with low ARPU but high bandwidth usage rates, and the potential threat that such users pose to network profitability. In particular, this case study examines how the MNOs can move away from their current unlimited plans.
- Speed and traffic prioritisation as a means of service differentiation: this allows the operators to pursue a highly segmented approach to mobile broadband, and will be critical to long-term subscriber profitability.