MNOs in high-income countries will prioritise gradual price rises over customer acquisition to grow revenue

Mobile revenue in high-income markets will grow by just 0.6% per year between 2024 and 2029. Mobile network operators in these markets will need to grow revenue either by increasing customer numbers or by raising prices for existing customers. They will struggle to do both. The most common operator strategy is likely to be increasing prices, getting existing customers to upgrade to high-value plans and accepting limited-to-no growth in customer numbers.