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Telecoms operators’ zero-rating and service-based pricing strategies: case studies and analysis

Rémy Pascal Senior Analyst, Research
Inigo Barker Analyst
Stephen Sale Research Director, Consumer Services

"Zero-rated bundles will be welcomed by subscribers, but operators should move carefully in order to create upsell opportunities."

This report analyses the zero-rated and service-based pricing offers that have been launched by mobile operators around the world. It is based on a selection of case studies that offer a comparison between the different approaches taken by leading operators.

This report answers the following questions.

  • What are the zero-rating and service-based pricing activities of telecoms operators worldwide?
  • What are the different approaches taken by operators to offering zero-rating and service-based pricing in terms of service type, partnerships, data allowances and eligibility?
  • Why are operators implementing zero-rating and service-based pricing?
  • How have these offers contributed to operators’ performance?

The following companies are featured in case studies.

  • Globe (Philippines)
  • Indosat (Indonesia)
  • Optus (Australia)
  • SKT (South Korea)
  • Telekom Deutschland (Germany)
 
  • Telkomsel (Indonesia)
  • Turkcell (Turkey)
  • U Mobile (Malaysia)
  • Vodafone (pan-Europe)