GB Price Benchmark_June2014

1Tariff Plans Benchmarking – 1H2014
Voice and MBB Services
Tariff Plans Benchmarking
Europe and US
First Half 2014, 2nd Edition
Data updated to July 2014
Arthur D. Little
Via Sardegna 40
00187 Rome
www.adlittle.com

Contact:
Vincenzo Basile
Principal TIME practice
+39 06 688821
basile.vincenzo@adlittle.com
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Authors:
Vincenzo Basile
S. Equity Principal TIME practice
Daniele Spera
S. Manager TIME practice
Marco Torino
Business Analyst TIME practice
Jacopo Pertile
Research Analyst TIME practice
Contacts & Authors

Agenda
Tariff Plans Benchmarking for Voice and Mobile Broadband Services: Europe and US
1 Context & Methodology
2 Executive Summary
3 Tariff Benchmarking per Country

Arthur D. Little presents the 2nd Edition of MNOs tariff plan benchmarking study
Situation
Questions
Limitation of the
analysis
1 Overview – Context
 The benchmark analysis was executed considering a set of comparable Voice and Data
tariff plans (Unlimited Voice/Sms, no device subsidies, consumer segment)
 The scope of the analysis is only referred to some comparable countries (US and W.
Europe)
 The analysis considers a snapshot at June’14, tracing trends back to Dec.’13
 What is the current offer for 3G vs. LTE? Is there any specific trend?
 Is there a premium price to pay for LTE?
 Are there differentiated plans in terms of offered services?
 Is there a common coherent price strategy between MNOs for each analyzed country?
 Arthur D. Little carried out this 2nd Edition desk analysis study to evaluate and
benchmark the trend and the “state of the art” for LTE tariff plan landscape for Data and
Voice commercial offer

The turning key to mobile revenues is to understand what the modern customer needs
1 Data and speed as major customer needs
Global consumer preference
The telecom industry is facing strong challenges that directly impact profitability and put
revenue growth as a central element of the operator strategy
1) Report: The state of the global mobile consumer (2013) 2) Salesforce: 2014 Behavior mobile report 3) Flash Networks Report 2014 5) BofA Merrill Lynch
Global Wireless Matrix-Arthur D. Little Elaboration and estimates 4) CAGR 2011-2013 6) Mobility Report Ericsson, 2013
Latest &
Greatest (1)
Network
Quality (3)
84%
of consumers
believe that
operators are
responsible for
streaming stalls
58%
of respondents think
speed is a
deciding factor in
choosing an LTE
network
59%
of respondents
indicate a desire to
upgrade to LTE in
the next 12 months
32$ bln
loss of SMS revenue
in 2013
because of Instant
Messaging
Global Average Mobile User
592456
312Data
MB/month(6)
318317314Voice
min./month(5)
202322ARPU
€/month(5)
+38%
+1%
-5%
CAGR42011 2012 2013
89%
of respondents say
they prefer to go
online through a
mobile device
3.3h
per day spending
in average on
smartphone
This is
mobile(2)

Voice consumption decreasing trend is recovering in 2013, while ARPU continues to fall
except from Sweden
Source: BofA Merrill Lynch Global Wireless Matrix; Arthur D. Little Elaboration – Note: Ireland’s data not available, Netherlands is not in scope of the benchmarking
analysis
= CAGR 2010-2013
Voice min./month ARPU€/month
AUSTRIA
169176180188
USA
934929912
807
FRANCE
+3,7%-3,5% +1,0%
129
+5,0%
240
GERMANY
136
229233222 233 233212
DENMARK
127 130
209
+2,3%
UK
-0,4%
186
SWEDEN
261
194 187
242
200
+1,5% 241
155156
SPAIN
162154154
241
NETHERLANDS
154156160148 157
179
200
ITALY
+10,6% -2,4%
+2,7%
2010 2011 20132012
36
-4,6%
-11,4%
-10,2%
-12,0%
-1,2%
GERMANY
13141515
FRANCE
22
27
29
17
USA
15
24
17
AUSTRIA
19
25
21 22
31
40
3638
DENMARK
-8,6%
-4,7%+5,9%-8,8%
UK
19
22
18
20
22 2322
SWEDEN
232424
19
SPAIN
24
-12,3%
NETHERLANDS
25
29
3132
ITALY
13
16
1819
2011 201320122010
…
1 Tariff Plans Benchmarking: Analyzed Countries

A global research identified social mobile app using by customers and their growth between
Q2 2013 and Q4 2014(1)
1 Top 10 App for Smartphone users
(1)Source: Global Web Index (2)Source: Mobility Report Ericsson 2013 (3)Source: Gartner
By the end of this year there will be 1,75 billion of smartphone in the world(3):
78% Android, 16% Apple’s iOS, and 3% Windows Phone
68%
8%8%
Line
10%
8%
WeChat
14%
3%
Instagram
21%
18%
Skype
32%33%
WhatsApp
36%
29%
37%36%
Google
+
37%
35%
Youtube
59%
57%
69% Q4 2013Q2 2013
1,9
1,7
1,3
1,0
0,8
0,6
0,5
0,3
2018
+30%
2017201620152014201320122011
Gb per
month
CAGR
+30%
Top 10 App usage of social app Average mobile data traffic per user per month(2)

Arthur D. Little uses a proven methodology to analyze the tariff landscape in order to
benchmark Data and Voice Tariff plans
We executed the benchmark analysis in 3 macro phases
Identify relevant
Markets and MNOs
Identify comparable
Tariff plans
Analysis of Tariff plans
1
2
3
• Markets in scope: 10 countries (US and W. Europe)
• Operators in scope: 38 MNOs
• Comparable tariff plans were select according to the following criteria:
 Smartphones (unlimited voice / sms, no device included, offered GBs*, GB allowances
and other value added services): 144 tariff plans
 Data (no dongle and offered GBs*, GB allowances and other value added services):
165 tariff plans
• Tariff plans were compared to identify both for Smartphone and Data selected plans:
− Analysis of 3G vs. LTE offer and premium price for LTE
− Analysis of other offered services
− Analysis of GB price consistency among MNOs for each country
1 Methodology – Overview
*Scope of the analysis include plans with data allowance > 500 MB per month

Agenda
2 Executive Summary

Services as “multi SIM” or “value added contents” remain EU mainstream unexplored, as MNOs
seem more price-war oriented
2 Executive Summary
 LTE introduction seems not to have generated in customers the perception of higher value services:
– average LTE plans prices are generally decreasing from Dec.’13 to Jun.’14 (Vodafone in Spain and Germany, Telia in
Sweden, SFR in France)
– notwithstanding, some MNOs are going against the tide as they are shrinking data allowance and increasing prices (3 in
UK and Sweden, T-Mobile in Sweden)
 Innovative services offer is low; players increasingly try to seek and retain customers by leveraging competitive prices. No new
services have been reported with respect to those traced in the previous Dec.’13 analysis:
– Shared data plans, which are still relatively rare in Europe (marketed by TeliaSonera, EE and UK O2)
– Refresh plan, get the latest phone whenever you want; the tariff splits the cost of a device and airtime into separate contracts
(O2)
– "Natel infinity" plans, tariffs based only on speed and not data/voice volumes (Swisscom, Austrian operators)
– Entertainment contents (e.g. TV, Spotify)
– “Delight” offering to enhance value of their offering (e.g. Priority tickets, 5 Stars CRM Care, Discounts)
– MyTariff, enabling tariff customization according to customers need of Data, SMS, Voice and additional services (e.g. Claro)
Main considerations on LTE Offer ADL Benchmark

*Sources: OECD/Big Mac index (01/2014)
**Sources: ADL Analysis, Bank of America Merrill Linch
Sample: Austria, Denmark, France, Germany, Ireland, Italy, Netherland, Spain, Sweden, USA, UK
Top 2 players market share BigMac Index: price per country
Penetration Rate**
2 Tariff Plans Benchmarking: Analyzed Countries
Countries in the benchmark have been chosen for comparable macro economical and mobile
markets indicators
65% 150%
3.8€
63% 123%3,4€
140%62%
3.7€
3.4€
63% 105%
68% 110%3.8€
74% 112%
3.4€
3.5€
67% 114%
71% 150%
4.6€
64%
111%3.7€
61% 150%
3.8€

2 Average GB Price - Country Comparison
DATA PLANS: the average price of LTE in comparable tariffs for each country and data
allowance segment has been positioned in the chart
Euro/
GB
Note:
 Each flag is the result of the average price of the tariff or the single observation in case of just one tariff in the range (in this chart the segment >10 GB include plans only up to 30 GB)
 Ireland not included in the analysis because tariffs not comparable (dongle included in the offer)
Avg GB
per
segment
<= 2 GB 2-5 GB 5-10 GB > 10 GB
R² = 0,8714
R² = 0,8745
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
20 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Euro/
GB
SMARTPHONE PLANS: the average price of LTE in comparable tariffs for each country and
data allowance segment has been positioned in the chart
Note:
 Each flag is the result of the average price of the tariff or the single observation in case of just one tariff in the range (in this chart the segment >10 GB include plans only up to 30 GB)
Avg GB
per
segment
R² = 0,8038
R² = 0,8321
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
<= 2 GB 2-5 GB 5-10 GB > 10 GB

Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart. Data Smart.
0% -25% -8% -11% -33% -1% -4% -17% NA NA NA -13% NA 0% +94% +6% -5% NA +16% -28%
+23% NA +13% -9% -19% -19% -12% -10% -25% -15% NA NA +17% 0% -12% +19% -1% -39% -22% +20%
0% NA -24% -2% -5% +3% -4% -1% -40% -34% NA NA +10% 0% -35% -1% 0% NA -7% +20%
-16% NA +25% NA NA NA -17% -1% +45% +57% -8% NA +15% NA +17% +2% NA NA +4% +32%
Percentage LTE GB price variation shows that not all countries follow the same price
arrangements for both data and smartphone plans
<= 2
GB
Plans
2-5 GB
Plans
5-10
GB
Plans
> 10
GB
Plans
% LTE Euro/GB Variation 2H13 - 1H14

Average GB Price per country and operator: Data Plans (1/2)
Euro/GB <= 2 GB Plans 2-5 GB Plans 5-10 GB Plans > 10 GB Plans
7,50
5,00
3,00
7,50
4,00
Average
5,00
4,00
6,63
3,00
2,67
2,33
4,24
2,92
Average
3,00
2,86
1,50
3,00
2,18
Average
2,33
0,83
0,78
1,33
0,78
Average
12,51
12,51
8,13
10,94
9,38
11,46
10,00
Average
6,25
6,25
6,25
6,25
Average
3,75
1,88
2,81
Average
1,58
1,58
Average
5,83
8,99
12,99
11,22
11,11
5,83
Average
3,00
4,50
7,33
5,39
5,74
3,00
Average
4,12
4,58
4,35
Average Average
7,34
12,85
7,35
10,10
Average
7,35
8,57
7,35
4,65
6,75
Average
6,12
5,88
5,07
5,53
Average
3,79
4,67
4,09
Average
7,99
7,99
Average
6,33
3,00
4,66
Average
2,48
2,48
Average
3,25
2,08
1,40
2,03
Average

Average GB Price per country and operator: Data Plans (2/2)
4,00
4,00
Average
2,58
2,58
Average
1,99
1,50
1,30
1,64
1,50
Average
1,58
1,21
1,40
Average
10,75
10,75
Average
5,40
3,58
3,24
2,58
4,07
2,58
Average
4,06
2,16
3,11
Average
1,32
3,61
1,29
1,14
1,02
1,51
1,02
Average
7,24
7,24
Average
3,45
-
3,45
Average
2,50
2,00
2,50
2,00
Average
0,84
1,58
1,08
1,02
1,15
1,08
Average
12,10
10,89
11,00
9,17
10,79
Average
7,66
7,80
7,75
Average
9,20
4,24
4,20
5,88
Average Average
13,27
13,27
9,25
11,26
13,27
Average
5,76
3,73
2,65
2,65
3,70
Average
2,67
1,73
2,20
Average
1,98
0,61
0,43
0,95
Average

Average
7,19
8,34
9,30
5,63
7,95
Average
4,95
5,70
5,20
Average
20,00
18,00
43,32
42,37
38,63
20,00
Average
9,00
14,39
11,70
Average
7,20
13,33
10,27
Average
6,67
6,67
Average
16,53
23,87
36,73
23,50
Average
12,85
13,77
12,49
13,07
Average
8,57
8,47
8,51
Average
5,68
5,84
5,78
Average
Average
9,33
7,26
6,66
10,00
8,22
6,66
Average
7,50
5,12
5,00
6,28
Average
6,98
3,75
5,90
Average
23,76
26,26
25,01
Average
16,33
13,75
15,04
Average
3,57
3,57
Average Average
22,50
21,00
12,75
10,00
12,75
19,10
Average
Average GB Price per country and operator: Smartphone Plans (1/2)

23,99
13,97
17,31
Average
9,35
5,33
5,33
4,80
6,20
Average
5,35
2,67
4,01
Average
2,00
1,27
2,00
1,64
Average
28,33
15,48
16,00
28,83
23,50
Average
7,99
9,75
9,75
9,16
Average
8,33
8,33
Average Average
3,02
3,88
3,88
4,02
3,70
Average
6,32
7,22
7,22
6,19
6,74
Average
10,82
10,82
Average
27,04
16,24
16,24
16,24
18,94
Average
34,90
14,50
12,50
34,90
13,50
Average
12,97
9,75
8,75
12,97
9,25
Average
8,17
9,17
7,50
9,17
7,83
Average Average
30,00
23,75
23,75
25,83
23,75
Average Average
2,33
2,33
AverageAverage
Average GB Price per country and operator: Smartphone Plans (2/2)

LTE BENCHMARK: Data Plans pricing strategies (Price per GB vs country average)
2 Average GB Price - Main Companies Comparison
<= 2 GB
Plans
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
O2 Eplus Movistar O2Three Three O2 Three Three Three TMobile TMobile EE TMobile
Three Group confirm greater coherence globally as price leader
-0,37
1,89
0,21
-0,47
0
-2,01
0 0
-2,08
1,48
0,12
1,04
-2,75
-1,48
0,73
-2,12
1,31 1,04
0,23 0 0,45
1,59
2,39
0,05
0
-0,78 -0,94
-1,70-1,05
-1,58 -0,84
1,88
0,17 0,06
-0,35
0
-2,10
-2,10
0,45
-1,24
0
0
-1,67
-0,15
0,23
-1,68
0,94
-0,63 -0,47
-0,94
-0,20 -0,09
0,15
-0,29
-0,35 -0,46
0,09
3,30
-0,23
3,32
0,25 0,75
0,32 1,00
-0,22 -0,75 -0,54
0
-0,52
-0,13
-0,50 -0,37
0 0 0
-0,18
0 0,59
Dec’13
Jun’13

LTE BENCHMARK: Smartphone Plans pricing strategies (Price per GB vs country average)
2 Average GB Price - Main Companies Comparison
<= 2 GB
Plans
2-5 GB
Plans
5-10 GB
Plans
> 10 GB
Plans
Three Group confirm greater coherence globally as price leader
11,07
2,87 4,894,70
-2,08
-7,50
1,25 3,45
-2,98
3,75
13,22
-21,43
-0,54
2,98
-20,63
4,84
-1,25
5,53
0
-1,29
0,59 1,35
-0,36
-4,68
-1,41
-2,32
-5,47
-1,38
-2,70
0,39
0
-0,42
3,07
0 0,50
-0,67
-3,48
-1,34
0
-0,55
0
0,79
0 0,05
-3,07
-0,25
-0,03
0
-0,84
0 00,37 0,32
0,03
Dec’13
Jun’13
-2,70 -6,74
-3,34
0
-2,70
-0,07
0,69
3,212,70
-0,76 -0,59
O2 Eplus Movistar O2Three Three O2 Three Three Three TMobile TMobile EE TMobile

Agenda
2 Executive Summary

3.0 Key
Key
 The following slides show competitors positioning in terms of data allowance, tariff
price and price per GB
Observations:
Actual LTE Tariff
Actual 3G Tariff
Dec’13 Tariffs no
longer on the market Call Out
Analysis Elements:
Tariff Shifts
Additional Information
Note: to facilitate graphs reading, each operator’s color code have
been used for all the elements
 In both «Plans distribution by Price and GB included” and “Plans
distribution by Price per GB and GB included” scatterplots there are
two trend lines (of current and Dec’13 analysis) :
• Both regressions curves are exponential in order to
ensure better data interpolation
• For each curve, R-squared is indicated
Understanding Country’s graphs analysis details

R² = 0,5662
R² = 0,4337
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 5 10 15 20 25 30
H3G Tim Vodafone Wind
DATA PLANS: Strategy, prices and GB included in the offers analysis
3.1 Italy - Data Plans
Plans distribution by Price and GB included
Strategyoutline
Focus on Premium and Customer base
retention/ increase based on:
 4G/3G premium strategy (above market
average tariffs)
 Same price, more GB for Telecom clients
 Cross Selling by offering Voice SIM (with
5€ traffic)
 Tim Vision contents: Sports and
Entertainment streaming (free for top tariff)
 Cloud storage
Simple (2 tariffs and 1 summer limited
promotion) and Premium offer based on:
 4G premium offers (above market average)
 Summer Special promotion: for 3 months
3GB on LTE at just 19,9 € (while are
available 7 GB on 3G for the same price)
 Entertainment products included ( such as
Vodafone calcio for 1 year)
 Internet Services like Rete Sicura
(antivirus, malware and phishing, etc)
Price leadership strategy based on:
 More GB for price offers (above market
average tariffs)
 GB allowance also per day(1or 0,5 GB)
 4G at no premium (1 € option per month
for LTE)
 Entertainment products: Grande Cinema 3
(2 movies’ tickets paying just 1)
 Abroad Data: navigation at same national
tariff (+ connection fee) in selected abroad
countries (Sister companies’ countries)
Simple (2 tariffs and 1 summer limited
promotion) and competitive offers strategy
based on:
 Summer Special promotion: 1GB at just 3
€ for 2 months (substituting “Internet no
stop” at 5 €)
 Price: leadership offers in its data allowance
ranges
 No additional services (No frills)
Plan Price
Market share (as % of customers,
excluding MVNO)*
GB
No Dongle included
(no retention period)
65% 150%
3.8€
Sample: 3 ITA, Vodafone, TIM, Wind
*Source: Merrill Lynch Global Wireless Matrix
TIM: Only LTE for top
portfolio tariff which is
currently 10GB/m instead
of 15GB (Dec’13)
Wind/ Vodafone:
Summer offers for limited
period (respectively 2/3
months)
21 € between Vodafone
LTE and H3G
(same GB allowance)
3ITA: Tre Dati Plus - 30 GB/m
(1GB/day) per 20 €/m (including
1 €/m for LTE)3ITA: Super Internet monthly
option 3GB per 5 € (+1 € LTE)
3ITA: Web Senza Limiti - 15 GB/m (0,5
GB/day) per 15 €/m (including 1 €/m for
LTE)
3GLTEDec’13Jun’14
Italy market
 «Only data» offers appear fairly static
 Players divided in two main categories:
- Vodafone & TIM (Premium price providers)
- H3G & Wind (Price leaders)
‘12
34% 34%
‘13 ‘12
32% 31%
‘13 ‘12
10% 11%
‘13 ‘12
31% 34%
‘13
3ITA: Weblight – 3GB/m (
0,1GB/day) per 9 € (+1 € LTE)
Vodafone 4G
Vodafone Fly
Wind Mega
Unlimited
TIM 4G
Monthly
TIM Internet
Large 42.2
TIM Internet
start

R² = 0,6083
R² = 0,5751
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
0 5 10 15 20 25 30
2
1
3
3
2 4
5
3 3
4
Tim Vodafone Wind H3G
<= 2 GB Plans 5-10 GB Plans > 10 GB Plans2-5 GB Plans
Plans distribution by Price per GB and GB included Analyzed Plans
€/GB
GB
DATA PLANS: Price per GB analysis
3.1 Italy - Data Plans
Note(1): The number consider only LTE converted tariffs
LTE
3G
Tim & Vodafone :
LTE at premium price
Wind/ Vodafone
Summer Promo:
New tariffs for a limited
subscribable period/lenght
Euro/GB
3G
LTE
Dec’13
Jun’14
(1)
2H13 1H14
- 4G 2,3
- 3G
- 4G 2,3 2,33
- 3G
- 4G
- 3G
- 4G 0,8 0,83
- 3G 0,8 0,78
- 4G 1,6 1,33
- 3G 0,8 0,78
Operator
Average
2H13 1H14
- 4G 3,0 3,00
- 3G 2,5
- 4G
- 3G 2,9 2,86
- 4G
- 3G 1,5 1,50
- 4G
- 3G
- 4G 3,0 3,00
- 3G 2,3 2,18
Average
Operator2H13 1H14
- 4G 5,0 5,00
- 3G 4,0 4,00
- 4G 6,63
- 3G
- 4G
- 3G 3,0 3,00
- 4G 2,7 2,67
- 3G 2,3 2,33
- 4G 3,4 4,24
- 3G 2,9 2,92
Average
Operator2H13 1H14
- 4G 7,5 7,50
- 3G 5,0 5,00
- 4G
- 3G
- 4G
- 3G 5,0 3,00
- 4G
- 3G
- 4G 7,5 7,50
- 3G 5,0 4,00
Average
Operator
65% 150%
3.8€

R² = 0,0412
R² = 0,1555
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 1 2 3 4 5 6 7 8
Vodafone Tim H3G Wind
SMARTPHONE PLANS with Unlimited Voice and Device not Included: Strategy, prices and GB
included in the offers analysis
3.1 Italy - Smartphone PlansStrategyoutline
• Premium price strategy with new plan
unlimited voice and SMS with 3 GB
included and additional services:
• Cubogiochi (2 Games per monht)
• Cloud: 10GB internet free storage (1
year)
• Minutes towards and from all Europe
and USA
Premium offers (12 month retention; 24/30
month with device + related costs) with:
 Internet Services
– Rete Sicura (antivirus, malware, etc)
– Cloud: 50GB free storage space (1 year)
 Customer Services
– Relax: Priority customer care service
– Relax Family: +20 € unlimited minutes
and 1GB to another Vodafone number
 Abroad UE calls (3 € per day in Europe)
Value for price strategy (12 month retention )
based on:
 Family Program: 10 € discount on
additional prepaid with unlimited voice
and 3GB
 House : 3GB Webcube wifi (per3 € /m)
 Entertainment products Grande Cinema
3 (2 x 1movie cinema tickets)
 3 Payback: Loyalty program points
collection
 Abroad Voice, SMS & Data promo
• No frills strategy for Unlimited voice offers
and no device provided (50€ fee if leaving
before 12 month)
• Cost Leadership for unlimited calls vs Wind
clients only (10€/m; not represented in the
chart because not comparable)
• 1000 minutes ,1000 sms and 1 GB abroad
at +10€ on basic unlimited postpaid tariff
excluding MVNO)*
No Device includedPlans distribution by Price and GB included No Device included
Note: All the 3 ITA plans have been converted in 4G including in the base plan 1 euro extra for LTE
Note1: Special offer reserved for Telecom clients (Dec’13 Benchmark) still on sale but not in the analysis
GB
Plan Price
20
Wind
Postpaid and Prepaid tariffs are samely priced, with 1
additional GB in case of contract
Tre:
Data allowance reduction for top portfolio
tariff from 20GB to 7Gb (+2 €/GB)
Vodafone:
• 1 GB not offered anymore with unlimited voice
minutes
• LTE upgrade option 10 €/m for + 2GB
Italy market
 «Smartphone» tariffs dynamic landscape
 Players divided in two main categories:
- Vodafone & TIM (Premium price providers)
- H3G & Wind (Price leaders)
‘12
34% 34%
‘13 ‘12
32% 31%
‘13 ‘12
10% 11%
‘13 ‘12
31% 34%
‘13
65% 150%
3.8€
Wind offers at +10 €
abroad minutes/data
services
3ITA: Top unlimited Plus – 7 GB/m
LTE per 25 €/m
3ITA: All in one option- 30 months
locked – 2GB/M per 20€/m
(+1 € LTE)
3ITA: Top
unlimited –
1 GB/m LTE
per 15 €/m
Vodafone
Relax
TIM Special
Wind All Inclusive
Vodafone
LTE upgrade
option

R² = 0,9775
R² = 0,5285
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 1 2 3 4 5 6 7 8
1
3
11
2
1 1
3 3
Tim Vodafone Wind H3G
SMARTPHONE PLANS with Unlimited Voice and Device not Included: Price per GB analysis
3.1 Italy - Smartphone Plans
LTE
3G
Euro/GB
Note: All the 3 ITA plans have been converted in 4G including in the base plan 1 euro extra for LTE
Note1: Special offer reserved for Telecom clients (Dec’13 Benchmark) still on sale but not in the analysis
GB
€/GB
20
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 17,0
- 3G 14,5
- 4G
- 3G 30,8 22,50
- 4G
- 3G 29,0 21,00
- 4G 12,75
- 3G 10,00
- 4G 17,0 12,75
- 3G 26,3 19,10
Average
Operator 2H13 1H14
- 4G 16,33
- 3G
- 4G 13,75
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 15,04
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 3,57
- 3G
- 4G 3,57
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 1,6
- 3G
- 4G 1,6
- 3G
Average
Operator
65% 150%
3.8€

3.2 Uk - Data Plans
Strategyoutline
Portfolio’s tariffs expansion towards higher
data allowance and more competitive
plans (compared to Dec’13)
Additional benefits:
 EE Stream and download latest movies
without denting data
 WiFi (London Underground & BT WiFi) with
a 3GB fair use policy
 Discount for EE fiber customers (5£)
 2 x1 Cinema Tickets / Pizza (1 day/ week)
Tariffs unchanged in the last 6 months with
short-term summer discount of 15% on all
tariffs
Main features:
 3G offers for small allowances (up to 2 GB)
 4G offers for medium allowances (up to 10
GB)
a 750 MB fair use policy
Still price leadership strategy but with
tariff’s data allowance reduction (compared
to Dec’13)
Main features:
 Price leadership
 4G at no extra costs
Competitive offers strategy in the small
allowances (both 3G & 4G offers)
Main features:
 Premium for 4G in the 5GB allowance
 Roll traffic not used (up to 12 GB) to the
next month
 WiFi (O2 WiFi, London Underground) up to
10GB a month fair use policy
 Priority Tickets for music, comedy and
sports events
Sample: EE, O2, Vodafone, 3UK
Note 1: No tablet Broadband SIM
Note: Exchange Rate Pound to Euro= 1,25
excluding MVNO)*
30 Days SIM Only
Tariffs
63% 123%3,4€
GB
R² = 0,6692
R² = 0,7517
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 5 10 15 20 25
O2 EE 3 UK VodafonePlan Price
EE has currently:
• Increased its tariffs’ data allowance from 5 to 15GB and 8 to
25GB (without major prices adjustments)
• Included a new 1GB allowance tariff
H3G has currently:
• Reduced 1GB allowance tariff price
• Moved from 15GB allowance to a 10GB tariff
(without major prices adjustments)
Vodafone:
Same tariffs of Dec’13 with
15% special summer discount
until 6° August
UK market
 2 dynamic players (EE and H3G)
 2 static players (O2 and Vodafone)
‘12
34%
‘13
33%
‘12
25% 25%
‘13 ‘12
12% 13%
‘13 ‘12
29% 30%
‘13
34%

1
22
4
3
2
2
4 4 4
3 UK EE O2 Vodafone
3.2 Uk - Data Plans
Note 1: No tablet Broadband SIM
LTE
3G
Euro/GB
GB
R² = 0,8888
R² = 0,9184
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 5 10 15 20 25
O2 EE 3 UK Vodafone
€/GB
3G
LTE
Dec’13
Jun’14
O2 & Vodafone :
Premium Price strategy
2H13 1H14
- 4G 12,51
- 3G
- 4G 12,51
- 3G 9,8 8,13
- 4G
- 3G 10,4 10,94
- 4G 12,5 9,38
- 3G
- 4G 12,5 11,46
- 3G 10,1 10,00
Operator
Average
2H13 1H14
- 4G 5,7 6,25
- 3G
- 4G 6,0 6,25
- 3G
- 4G 6,0 6,25
- 3G
- 4G 3,8
- 3G
- 4G 5,5 6,25
- 3G
Operator
Average
2H13 1H14
- 4G 3,9
- 3G
- 4G
- 3G
- 4G 3,6 3,75
- 3G
- 4G 1,88
- 3G
- 4G 3,7 2,81
- 3G
Operator
Average
2H13 1H14
- 4G 1,58
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 1,3
- 3G
- 4G 1,3 1,58
- 3G
Operator
Average
63% 123%3,4€

R² = 0,7787
R² = 0,4902
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone EE O2 3 UK
SMARTPHONE PLANS with Unlimited Voice and Device not included: Strategy, prices and GB
3.2 Uk - Smartphone Plans
Strategyoutline
LTE focused operator, in the past six
months has reduced the tariffs portfolio to a
single rate with unlimited minutes at a
competitive price . Additional benefits:
 Stream and download movies without
denting data.
a 3GB fair use policy
 Discount for EE fiber customers (5£)
 2 x1 Cinema Tickets / Pizza (1 day/ week)
Differentiation strategy based on :
 4G value for money offers for medium-big
allowances (up to 9 GB), with higher than a
 Only 4G for unlimited minutes plans
 750 MB WiFi (London Underground & BT)
 Entertainment: Sky Sports Mobile TV,
Spotify Premium or Netflix (6/12months)
Since the prices decrease of competitors,
Vodafone has become the most expensive
player in the analyzed segment
Price leadership strategy.
 New offer unlimited voice and device not
included, 4GB at22,5 €/M per 12 months
 The larger minute bundle offers 2.000
minute/month for €28,8 (including also All-
you-can-eat data, and
 4G at no extra costs
Competitive offers strategy based on:
 Prices reduction in the last six months
 and more competitive options in terms of
data allowance
 Roll traffic not used to the next month
 WiFi (O2 WiFi, London Underground & BT
WiFi) up to 10GB a month fair use policy
 Priority Tickets for music, comedy and
sports events
 1 month early contract upgrade option
excluding MVNO)*Sample: EE, O2, Vodafone, 3UK
 No Device included
 12 months offers
GB
Plan Price
All You can
eat data
3UK:
All you can eat data with 2.000 voice minute
+ 5.000 min vs 3UK clients (28,8 €/month)
EE:
Previous Tariffs rationalization in
only one with unlimited minutes
Vodadone & O2:
Eliminated tariffs with unlimited
minutes and 3G data roaming
O2:
Overall prices / Data allowance
decrease (compared to Dec’13)
3UK: New Offer 4GB and
Unlimited minutes (22,5 €/M
per 12 Months
‘12
34%
‘13
33%
‘12
25% 25%
‘13 ‘12
12% 13%
‘13 ‘12
29% 30%
‘13
34%
63% 123%3,4€

1 1
4 4
1 1
4 4
3 UK EE O2 Vodafone
R² = 0,9646
R² = 0,9533
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone EE O2 3 UK
SMARTPHONE PLANS with Unlimited Voice and Device not included: Price per GB analysis
3.2 Uk - Smartphone Plans
LTE
3G
Euro/GB
GB
€/GB
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 25,0
- 3G
- 4G 31,0 23,76
- 3G 20,3
- 4G 26,26
- 3G 20,3
- 4G
- 3G
- 4G 28,0 25,01
- 3G 20,3
Average
Operator 2H13 1H14
- 4G 9,5 7,19
- 3G
- 4G 7,4 8,34
- 3G
- 4G 9,30
- 3G 9,2
- 4G 5,63
- 3G
- 4G 8,8 7,95
- 3G 9,2
Average
Operator 2H13 1H14
- 4G 6,1
- 3G
- 4G 5,4 4,95
- 3G
- 4G 4,9 5,70
- 3G
- 4G
- 3G
- 4G 5,3 5,20
- 3G
Average
Operator 2H13 1H14
- 4G 3,6
- 3G
- 4G
- 3G
- 4G 3,6
- 3G
- 4G
- 3G
- 4G 3,6
- 3G
Average
Operator
63% 123%3,4€

Strategyoutline
Price leadership strategy.
 24 month SIM Only offers shown
 3G competitive offers, with tariffs lower
than average for small allowances (up to
5GB)
 10 GB free cloud storage for top price plan
 Entertainment: MTV Music powered by
Rhapsody
Competitive offers (prices decreased from
Dec’13 for special online discount):
 Special Contents: Napster and EA Games
(1 month free)
 4G offers at market average within small
and medium allowances (up 10 GB)
 Abroad data at same national price in
sister companies’ country
Premium offers strategy, despite slightly
prices decrease (online special discount of
10%) and Data allowance rationalization:
 12 month SIM Only offers shown with
dongle
 Bildplus digital contents
 4G offers above market average
 25 GB free cloud storage for all plans
Simple (4 tariffs) and Competitive offers
strategy based on:
 Special discount for students 10%, disabled
people 15% and youngs 15%
 4G offers above market average within
small /medium allowances (up to 10 GB)
 Additional GB for free in the first
months of subscription (+ 0,5 GB/+1,5
GB/+3 GB in the first 12 months)
3.3 Germany - Data Plans
excluding MVNO)*
Sample: T-Mobile, Vodafone, E-plus, O2
12/24 Months contract
No Tablet included
140%62%
3.7€
GB
R² = 0,75
R² = 0,8038
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone T-Mobile Eplus O2Plan Price
T-Mobile changed its portfolio:
Tariffs’ prices online discount of 10% and data
allowance decreased (compared to Dec’13)
O2:
Tariffs’ 10% discount for 13 of 24 months
O2:
New tariff with 10GB
allowance at 41 €//m
Germany market
 2 dynamic players (T Mobile and O2)
 2 static players (Vodafone and Eplus)
‘12 ‘13
22%
‘12
17% 17%
‘13 ‘12
32% 34%
‘13 ‘12
30% 28%
‘13
22%

3
4
3
4
3
4
3
4
Eplus O2 T-Mobile Vodafone
3.3 Germany - Data Plans
LTE
3G
Euro/GB
GB
R² = 0,7004
R² = 0,6484
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
0 1 2 3 4 5 6 7 8 9 10
Vodafone T-Mobile Eplus O2€/GB
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G
- 3G 5,8 5,83
- 4G 15,0 8,99
- 3G
- 4G 12,99
- 3G 13,0
- 4G 18,0 11,22
- 3G
- 4G 16,5 11,11
- 3G 8,2 5,83
Operator
Average
2H13 1H14
- 4G
- 3G 3,0 3,00
- 4G 5,0 4,50
- 3G
- 4G 7,3 7,33
- 3G
- 4G 9,0 5,39
- 3G
- 4G 7,1 5,74
- 3G 3,0 3,00
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 4,7 4,12
- 3G
- 4G 4,6 4,58
- 3G
- 4G 4,5
- 3G
- 4G 4,6 4,35
- 3G
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 2,1
- 3G
- 4G 2,1
- 3G
Average
Operator
140%62%
3.7€

R² = 0,5097 R² = 0,6653
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
100 €
110 €
0 2 4 6 8 10 12 14
Vodafone T-Mobile O2 Eplus
3.3 Germany - Smartphone Plans
Strategyoutline
3G competitive offer strategy.
 Only 1 3G competitive offer with unlimited
voice, with 2 GB allowance
 10 GB free cloud storage in the All In Plan
Simple (2 tariffs) and price leadership
offers strategy based on:
 4G offers at lower than average price per
GB within small and medium allowances (2
and 5 GB)
 Abroad data at same national price in
sister companies’ country and 300 to 500
MB abroad navigation
Competitive offers strategy based on:
 4G competitive price covering small
medium allowances (up to 5 GB)
 MultiSim/ Data Sharing with up to 2 other
devices
 25 GB free cloud storage
 Spotify free (for 3 months)
 Voice abroad: 50 Minutes
 Data abroad 4 free uses of the Travel &
Surf Week Pass 50 MB/80MB within 24
months for surfing in other EU countries
Premium offers strategy based on:
 4G above market average price covering
small medium allowances (up to 5 GB)
 250 voice minute from Europe
 5-25 GB free cloud storage (50 GB for 15
GB allowance offer)
 Latest 2 Months TV Highlights
excluding MVNO)*
 24 months offers
GB
Plan Price
E-plus owned
MVNO
• 27,5 € between T-Mobile LTE and
Base (same GB allowance)
• 32,5 € between T-Mobile LTE and
O2 LTE (same GB allowance)
• 27 € between T-Mobile
LTE and O2 LTE (same
GB allowance)
O2:
New premium offer with 10GB
abroad data roaming at 71,99 €//m
Vodafone:
New premium offer with 15GB
abroad data roaming at 99,99 €//m
Vodafone:
All tariffs have been increased in terms of data
allowance of 50% keeping same prices
‘12 ‘13
22%
‘12
17% 17%
‘13 ‘12
32% 34%
‘13 ‘12
30% 28%
‘13
22%
140%62%
3.7€

1
3
4 4
1
3
4 4
Eplus O2 T-Mobile Vodafone
3.3 Germany - Smartphone Plans
LTE
3G
Euro/GB
GB
€/GB
3G
LTE
Dec’13
Jun’14
R² = 0,8562
R² = 0,9316
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16
Vodafone O2 T-Mobile Eplus
2H13 1H14
- 4G
- 3G 20,0 20,00
- 4G 17,5 18,00
- 3G
- 4G 50,0 43,32
- 3G
- 4G 42,4 42,37
- 3G
- 4G 38,9 38,63
- 3G 20,0 20,00
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G 9,0 9,00
- 3G
- 4G 20,0
- 3G
- 4G 14,4 14,39
- 3G
- 4G 14,5 11,70
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G 7,20
- 3G
- 4G 10,0 13,33
- 3G
- 4G
- 3G
- 4G 10,0 10,27
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G 6,67
- 3G
- 4G
- 3G
- 4G 6,67
- 3G
Average
Operator
140%62%
3.7€

3.4 USA - Data Plans
Strategyoutline
Simple (2 offers ) and 4G competitive offer
strategy.
 1-month SIM Only offers shown
 3 and 5 GB offers with pricing in line with
the market
Not shown in the graph:
 Data share plans with increasing allowance
from 4 GB to 50 GB per month
 Different prices for additional device
according to device typology
 Specific offers for automotive and smart
locator devices
Competitive 4G offer strategy
 Prepaid SIM Only offers shown
 Prices in line with the market for medium
-larger bundles
 1 GB offer with above average € /GB
Not shown in the graph:
 Data share plans with increasing
allowance (500 MB to 50 GB per month)
 Different prices for additional device
according to device typology
 Price leadership in the small bundles up
to 2GB
 Prices in line with the market for larger
bundles
 Data traffic off the Sprint network
included (100 to 300 MB)
 Prices in line with the market (data
bundles from 2,5 GB to 10,5 GB)
 Web Guard (restriction for to adult-themed
web sites)
14%
excluding MVNO)*Sample: T-Mobile, Sprint, AT&T, Verizon
Note: Exchange Rate Dollar to Euro = 0,7345
No Dongle included
3.4€
GB
R² = 0,8778
R² = 0,8735
0 €
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
90 €
0 5 10 15 20 25 30
Verizon Sprint T Mobile At&tPlan Price
63% 105%
 Prices in line with the market (data
bundles from 2,5 GB to 10,5 GB)
 Web Guard (restriction for to adult-themed
web sites)
USA market
 Greater allowance with data bundles: 30 GB
 Rational market (no dispersion)
 Not dynamic in terms of changes in the tariffs portfolio
Sprint:
New premium tariff with
30GB LTE data
allowance
T-Mobile:
• New base tariff with 1 GB LTE data
allowance
• General prices decrease
(only <5GB data allowance range)
‘12 ‘13
33%
‘12
30% 31%
‘13 ‘12
17% 16%
‘13 ‘12
10% 14%
‘13
33%

2
5
6
52
5
6
5
At&t Sprint T Mobile Verizon
3.4 USA - Data Plans
Sample: T-Mobile, Sprint, AT&T, Verizon
Euro/GB
LTE
3G
GB
R² = 0,7013
R² = 0,6731
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
0 5 10 15 20 25 30
At&t Verizon Sprint T Mobile€/GB
3.4€
63% 105%
T-Mobile:
Only operator which have non-
progressive decreasing price/GB tariffs
to data allowance increase
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G
- 3G
- 4G 5,6 7,34
- 3G
- 4G 13,0 12,85
- 3G
- 4G 7,35
- 3G
- 4G 10,5 10,10
- 3G
Operator
Average
2H13 1H14
- 4G 7,4 7,35
- 3G
- 4G 8,6 8,57
- 3G
- 4G 7,4 7,35
- 3G
- 4G 4,65
- 3G
- 4G 7,7 6,75
- 3G
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 6,2 6,12
- 3G
- 4G 5,9 5,88
- 3G
- 4G 5,07
- 3G
- 4G 5,8 5,53
- 3G
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 4,9 3,79
- 3G
- 4G
- 3G
- 4G 4,67
- 3G
- 4G 4,9 4,09
- 3G
Operator
Average

R² = 0,9214
R² = 0,942
0 €
50 €
100 €
150 €
200 €
250 €
0 10 20 30 40 50
At&t Verizon T Mobile
3.4 USA - Smartphone Plans
Strategyoutline
Competitive 4G offer strategy in line with
market prices.
 Share plan offers are shown in the graph,
only data traffic related prices (device cost
excluded)
 Early Termination Fee depends on device
(12/24 month retention period for
smartphones)
AT&T and Verizon have both reduced the
price for the small data allowance (under 2
GB) tariffs in the six months
Competitive 4G offer strategy in line with
market prices:
excluded)
 Early Termination Fee depends on device,
if included (starting fee less an amount due
to the # of month completed as customer)
AT&T and Verizon have both reduced the
price for the small data allowance (under 2
GB) tariffs in the six months
All offers include the device in the price (not
comparable with other operators)
 Share plan are offered for up to 10 device
 Unlimited voice offer including device
(iphone 5s at 0$) and 5 GB per month is
offered at 110 $ per month (about 81 €)
Competitive 4G offer strategy with a brand
new portfolio made of 4 tariffs (instead of 2):
excluded)
 Monthly (no early termination fee)
 International roaming and minutes in 100
countries worldwide
 10 $ per additional device (share plan)
 70 $ for unlimited data on primary line
(+50$ for 2nd
unlimited data, +30$ for 3rd
unlimited data)
excluding MVNO)*
Sample: T-Mobile, Sprint, AT&T
Note: Sprint haven’t been included in the analysis for consistency with the sample’s cutoff ratio and its only unlimited GB plans
GB
Plan Price
3.4€
63% 105%
USA market
Unlimited
data
T-Mobile:
Unlimited data offer for
individual plan
(no share)
AT&T & Verizon:
 Price reduction in the last six months for low data allowance plans (
<2GB )
 Same pricing strategy (overlapped in the graph) <30GB Data
allowance tariffsT-Mobile:
Portfolio expansion from 1 to
3 tariffs (excluding unlimited
data)compared to Dec’13
analysis
‘12 ‘13
33%
‘12
30% 31%
‘13 ‘12
17% 16%
‘13 ‘12
10% 14%
‘13
33%

10
3
15
10
3
15
At&t T Mobile Verizon
Plans distribution by Price per GB and GB included
Euro/GB
Analyzed Plans
3.4 USA - Smartphone Plans
Sample: T-Mobile, Sprint, AT&T
Note: Sprint haven’t been included in the analysis for consistency with the sample’s cutoff ratio and its only unlimited GB plans
LTE
3G
GB
€/GB
3.4€
63% 105%
R² = 0,9124
R² = 0,9045
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
0 10 20 30 40 50
Verizon At&t T Mobile
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 26,9 16,53
- 3G
- 4G
- 3G
- 4G 29,6 23,87
- 3G
- 4G 36,73
- 3G
- 4G 28,2 23,50
- 3G
Average
Operator 2H13 1H14
- 4G 13,0 12,85
- 3G
- 4G
- 3G
- 4G 13,0 13,77
- 3G
- 4G 12,49
- 3G
- 4G 14,6 13,07
- 3G
Average
Operator 2H13 1H14
- 4G 8,6 8,57
- 3G
- 4G
- 3G
- 4G 8,5 8,47
- 3G
- 4G
- 3G
- 4G 8,6 8,51
- 3G
Average
Operator 2H13 1H14
- 4G 8,6 8,57
- 3G
- 4G
- 3G
- 4G 8,5 8,47
- 3G
- 4G
- 3G
- 4G 8,6 8,51
- 3G
Average
Operator

3.5 France - Data Plans
Strategyoutline
Price leadership strategy:
 No retention SIM Only offers shown
 4G at no additional price
 Competitive price covering larger than market
allowances (6 to 32 GB)
 20 (entry offer) to 50 GB cloud storage
Additional services (Not included):
 Bbox Tv Channels
 Media Center to access to different multimedia
Mix services/prices competition strategy:
 4G at no additional price
 Competitive offers in the small allowances (up
to 3 GB)
 SFR TV accessible thought an application
 Wi-Fi all over the country
 SFR monde: option to navigate and
communicate worldwide (some services require
payment)
excluding MVNO)*
Sample: Orange, BouyguesTelecom, SFR
Premium offers strategy.
 Lower prices for 24/12 month retention clients
 Cloud storage with a 4G offer
 Marketing Communication based on network
strategy
 Orange Wi-Fi with unlimited access
No Dongle included
68% 110%3.8€
GB
R² = 0,3538
R² = 0,8126
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35
bouyguestelecom Orange SFRPlan Price
Orange:
Premium price through service differentiation,
despite :
• Price reduction driven by data allowance
decrease for <5GB offer
• Price reduction although data allowance
increase >5 GB Offer
(compared to Dec’13)
Bouygues: Same SFR price, with 1
GB more in LTE
France market
 Scattered market
 Price competitive market
 Market driven by the careful analysis of
competitors’ placement
SFR:
Price reduction accompanied by data allowance
decrease <10GB offers (compared to Dec’13)
‘12 ‘13
38%
‘12
17% 16%
‘13 ‘12
31% 30%
‘13
40%
‘ ‘ ‘ ‘ ‘

3
2
3
3
2
3
3.5 France - Data Plans
LTE
3G
Euro/GB
GB
R² = 0,7821
R² = 0,8683
0 €
2 €
4 €
6 €
8 €
10 €
12 €
14 €
16 €
18 €
0 5 10 15 20 25 30
bouyguestelecom Orange SFR€/GB
68% 110%3.8€
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G
- 3G 16,9
- 4G 7,99
- 3G
- 4G
- 3G
- 4G 7,99
- 3G 16,9
Average
Operator 2H13 1H14
- 4G 7,4 6,33
- 3G
- 4G 5,0 3,00
- 3G
- 4G
- 3G
- 4G 6,2 4,66
- 3G
Operator
Average
2H13 1H14
- 4G 5,7
- 3G
- 4G 4,2
- 3G
- 4G 2,5 2,48
- 3G
- 4G 4,1 2,48
- 3G
Operator
Average
2H13 1H14
- 4G 3,25
- 3G
- 4G 2,08
- 3G
- 4G 1,4 1,40
- 3G
- 4G 1,4 2,03
- 3G
Operator
Average

3.5 France - Smartphone Plans
Strategyoutline
excluding MVNO)*Sample: Orange, BouyguesTelecom, SFR
Source: Merrill Lynch Global Wireless Matrix
No Device included
GB
R² = 0,5277
R² = 0,7193
0 €
20 €
40 €
60 €
80 €
100 €
120 €
140 €
0 2 4 6 8 10 12 14 16 18
Orange SFR bouyguestelecomPlan Price
 12 months retention SIM Only offers shown
 Cheaper offers with competitive services
 50 € Bonus in case of new client keeping old
number
For top plans:
 HD TV (77 channels)
 Unlimited calls to 121 fixed and mobile
international destinations
 3GB Internet from Europe
 Unlimited cloud
Both competitive offers and Premium services:
 12 months retention SIM Only offers shown
 10/100 GB cloud storage
 1 Extra application between Napster, Icoyote,
Gameloft, SFRpresse, Canalplay
 SFR TV accesible thought an application
Also included in Top plan:
 Unlimited calls to abroad fixed and mobile + 6h
voice, SMS and 1 GB from USA
 MultiSim: use the plan with multiple
users/devices
Both competitive offers and Premium services:
• 12 months retention SIM Only offers shown
 Orange music with Deezer Premium
 100 GB Cloud storage
 Football Ligue 1 games
 Cineday: 2 Cinema Tickets for one’s price
 Multi-SIM option: a SIM to surf on your tablet
Included in the top offer:
 Towards international: unlimited calls to
landlines (100 countries) and mobile DOM,USA
and Canada
 From abroad: Unlimited calls to mobile in
Europe, USA and Canada
68% 110%3.8€
Orange:
Still premium price through service
differentiation, despite:
• Price decrease
• Data allowance increase
No more offers in 3G
SFR:
• General prices reduction for >3
GB offers
• Portfolio expansion towards
higher data allowance offers
Orange:
Same GB offer but
differentiation in terms of
international services
France market
 Scattered market
 Free Mobile (10% market share reached in 2 years), is moving pressure
towards leading telecom operators with a 20 €/m for 3GB in 3G + 20 GB in
4G, unlimited calls, SMS and MMS per month
‘12 ‘13
38%
‘12
17% 16%
‘13 ‘12
31% 30%
‘13
40%
‘ ‘ ‘ ‘ ‘

1
3 3
6
3 3
7
SMARTPHONE PLANS: Price per GB analysis
3.5 France - Smartphone Plans
Euro/GB
Analyzed Plans
LTE
3G
GB
R² = 0,3357
R² = 0,3069
2 €
4 €
6 €
8 €
10 €
12 €
14 €
2 4 6 8 10 12 14 16
Orange SFR bouyguestelecom€/GB
68% 110%3.8€
3G
LTE
Dec’13
Jun’14
SFR:
5GB per 25,99 €/M
(RED Tariff without engagment)
SFR:
5GB per 32,99 €/M
2H13 1H14
- 4G 15,5
- 3G 15,0
- 4G
- 3G
- 4G
- 3G
- 4G 15,5
- 3G 15,0
Average
Operator 2H13 1H14
- 4G 10,2 9,33
- 3G 10,0
- 4G 9,3 7,26
- 3G 7,5 6,66
- 4G 10,0 10,00
- 3G
- 4G 9,7 8,22
- 3G 8,3 6,66
Average
Operator 2H13 1H14
- 4G 10,0 7,50
- 3G
- 4G 11,7 5,12
- 3G
- 4G 5,0 5,00
- 3G
- 4G 9,6 6,28
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G 6,98
- 3G
- 4G 3,7 3,75
- 3G
- 4G 3,7 5,90
- 3G
Average
Operator

3.6 Austria - Data Plans
Strategyoutline
excluding MVNO)
Competitive offers in the small-medium allowance:
 Focus on 3G for the majority of the offers
 Competitive offers in the low-medium
allowance (1 GB and 6 GB)
 Price leadership in the large allowance
(unlimited bundle)
 4G offered only to Top Plan (45 €/m; 100 GB)
with device included
 Included 3Mobile TV station (6 Channels)
 Cloud storage (2 months free)
 Special commercial partners discounts
 ( Car2go, Ars Electronica, ect)
Market leader. Strategy based on incremental data
offers in line with premium price
 All the offers with 4G
 5/ 30/50 GB Cloud storage (according to data
plan)
 Internet protection for Top Tariffs
 EU Data Roaming: 30/100 MB according to data
plan
Market prices. Strategy based on incremental data
offers below market average (since A1 has
increased its prices):
 All the offers with 4G
 Market’s highest data allowance offered
(40GB at 44,99 € per month)
 Offers sold as unlimited data, with throttling at
threshold illustrated in the graph
Sample: T-Mobile, 3 Austria, A1
No Dongle included
74% 112%
3.4€
GB
R² = 0,9677
R² = 0,9353
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35 40 45
T Mobile A1 3 AustriaPlan Price
A1
Only market operator which has strengthen its premium
price position by increasing tariffs:
• without impacting offered data allowance
•slightly upgrading cloud space and EU data roaming
Austria market
 Very rational market (excluding 3AUT unlimited offer)
 Speed (Mbps) as offers differentiator for all competitors
 Static market in terms of prices and service differentiation
3AUT: Unlimited data
at 15 €/m
‘12
39% 43%
‘13 ‘12
30% 31%
‘13‘12 ‘13
26%25%

2
4
3
2
4
3
3 Austria A1 T Mobile
Analyzed Plans
Euro/GB3.6 Austria - Data Plans
LTE
3G
GB
R² = 0,8887
R² = 0,7337
€ -
€ 0,5
€ 1,0
€ 1,5
€ 2,0
€ 2,5
€ 3,0
€ 3,5
€ 4,0
€ 4,5
0 5 10 15 20 25 30 35 40 45
A1 T Mobile 3 Austria€/GB
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G
- 3G
- 4G
- 3G 4,0 4,00
- 4G
- 3G
- 4G
- 3G 4,0 4,00
Operator
Average
2H13 1H14
- 4G 2,2 2,58
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 2,2 2,58
- 3G
Operator
Average
2H13 1H14
- 4G 1,7 1,99
- 3G
- 4G
- 3G 1,5 1,50
- 4G 1,3 1,30
- 3G
- 4G 1,5 1,64
- 3G 1,5 1,50
Operator
Average
2H13 1H14
- 4G 1,2 1,58
- 3G
- 4G
- 3G
- 4G 1,2 1,21
- 3G
- 4G 1,2 1,40
- 3G
Average
Operator
74% 112%
3.4€

3.6 Austria - Smartphone Plans
Strategyoutline
excluding MVNO)
 Device included
 24 months retention
GB
R² = 0,463
R² = 0,5192
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
0,5 1,5 2,5 3,5 4,5 5,5 6,5
T Mobile A1 3 AustriaPlan Price
Market average prices: the only operator which
has changed its prices’plans (from Dec’13) in order
to stand out from Tmobile
 Premium smartphone included
 Speed (Mbps) as offers differentiator
 3 Mobile Tv with 50 channels
 2x1 cinema tickets
 Discounts on Car2Go, Upmove webshop, Magic
Mountain Ski travels, Falkeneister Hotels, etc
Premium price strategy based on incremental
data offers all including 4G:
 Lower prices for landline services customers
 Young under 26 special prices for postpaid
plans including smartphones
 5/50/100 GB cloud storage included according
to data plan
 50/100 voice minute and 50/100 MB from EU
Price leadership strategy with incremental data
offers unchanged
 10 € premium for LTE and 200 additional
voice minutes from EU on Top plan
 200/ 400 voice minutes from Europe included
3 Austria:
Slight prices increase (+4 € on each offer) to
differentiate from Tmobile
(the two players’ offer were overlying in Dec’13)
T-Mobile: additional 10
€/m for LTE and +200
minutes calls from EU
A1: premium price respect to all the competitors with 3G
(+10€ with 1 GB less) – valid for all the A1 offers
Austria market
 Speed (Mbps) as offers differentiator for all competitors
 Clear competitive roles among players
‘12 ‘13
26%
‘12
39% 43%
‘13 ‘12
30% 31%
‘13
25%
74% 112%
3.4€

2
4
3
2
4
3
3 Austria A1 T Mobile
Euro/GB
Analyzed Plans
3.6 Austria - Smartphone Plans
LTE
3G
GB
R² = 0,7928
R² = 0,8325
€5
€10
€15
€20
€25
€30
€35
0,5 1,5 2,5 3,5 4,5 5,5 6,5
A1 T Mobile 3 Austria€/GB
3 Austria: Slight price € /GB
increase
+2 € /GB
+1 € /GB +0,67 € /GB
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 34,9 34,90
- 3G
- 4G
- 3G 12,5 14,50
- 4G
- 3G 12,5 12,50
- 4G 34,9 34,90
- 3G 12,5 13,50
Average
Operator 2H13 1H14
- 4G 13,0 12,97
- 3G
- 4G
- 3G 8,8 9,75
- 4G
- 3G 8,7 8,75
- 4G 13,0 12,97
- 3G 8,7 9,25
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G 7,5 8,17
- 4G 9,2 9,17
- 3G 7,5 7,50
- 4G 9,2 9,17
- 3G 7,5 7,83
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
Average
Operator
74% 112%
3.4€

No frills single competitive tariff
 6/12/18 months retention with dongle
included offers shown
 15 GB per month at 17,27 €/m ( online
discount on previous offer of about 3 €)
 No additional services
 O2 Ireland only operator which does not
provide 4G yet
 Priority Moments contents (discounts and
promotions)
3.7 Ireland - Data Plans
Strategyoutline
No frills price leaders tariffs:
 18 months retention with dongle
included for 4G offers shown
 4G offered with larger bundles (20 and 30
GB) and new tariff with 6GB (no
engagement)
 Adressing customer to LTE: Still offering
3G tariff with 5GB available at an higher
price than 4G 6GB
 eircom WiFiHub service included
Competitive offers with 3G, Premium price
for 4G:
 12/18 months retention with dongle
included for offers shown
 Aligned with market prices for 3G (10GB ,
20€/m)
 Premium price for LTE vs other operators
(+3€ than 3 Ireland)
 Vodafone does not focus on small
allowance (<10GB) bundles
Only player in the small bundles (<5GB)
 Competitive offers in larger bundles (>
10 GB)
 18 months retention with dongle
included offers shown
 3 Ireland has converted all the tariffs in
4G without adjusting the prices
excluding MVNO)*
3.5€
67% 114%
Dongle included
GB
Plan Price
R² = 0,9494
R² = 0,8545
5 €
10 €
15 €
20 €
25 €
30 €
35 €
0 10 20 30 40 50 60
Meteor Vodafone O2 3 Ireland
Ireland market
 Operators alignment towards same data
allowance offers (compared to Dec’13)
3 Ireland:
• focus on smaller bundles
• all offers convertedfrom 3G to
4G (compared to Dec’13)
Meteor:
Huge prices decrease impacted
all portfolio’s tarifs (compared to Dec‘13)O2: online special discount
of 3 € on previous offer
O2: New offer of 30GB at 30 €
(only online)
Sample: Meteor, O2, Vodafone, 3 Ireland
* Source: Commission for the Regulation of Telecomunications
‘12 ‘13
19%
‘12
40% 38%
‘13 ‘12
10% 10%
‘13 ‘12
29% 27%
‘13
20%

1
2
1
4
3
2
4 4
2
3
3 Ireland Meteor O2 Vodafone
Euro/GB
Analyzed Plans
3.7 Ireland - Data Plans
LTE
3G
GB
€/GB
3.5€
67% 114%
R² = 0,9856
R² = 0,9615
0 €
1 €
2 €
3 €
4 €
5 €
6 €
7 €
8 €
9 €
0 10 20 30 40 50 60
Vodafone Meteor O2 3 Ireland
3G
LTE
Dec’13
Jun’14
Meteor:
«5GB in 3G» offer has a +0,95 €
price per GB compared to « 6GB in 4G»
2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 7,24
- 3G 7,2
- 4G 7,24
- 3G 7,2
Operator
Average
2H13 1H14
- 4G
- 3G 3,5 3,45
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G -
- 3G 3,5 3,45
Operator
Average
2H13 1H14
- 4G 2,50
- 3G 2,0
- 4G
- 3G 2,0 2,00
- 4G
- 3G
- 4G
- 3G
- 4G 2,50
- 3G 2,0 2,00
Operator
Average
2H13 1H14
- 4G 1,1 0,84
- 3G
- 4G 1,5 1,58
- 3G
- 4G
- 3G 1,4 1,08
- 4G 1,02
- 3G 1,0
- 4G 1,2 1,15
- 3G 1,1 1,08
Operator
Average

3.7 Ireland - Smartphone Plans
Strategyoutline
excluding MVNO)*
 No device included
 No retention period
* Source: Commission for the Regulation of Telecomunications
GB
R² = 0,5227
R² = 0,5079
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 2 4 6 8 10 12 14 16
Meteor Vodafone O2Plan Price
Competitive offers with 3G
 No retention SIM Only offers shown(30
days contract)
 1 GB offer for 30/m + purchasable option
for 1 GB at 10€
 Different special offers from time to time
(Double GB, Discounts, etc)
 Priority Moments service, for fashion,
movies, meals out discounts, cinema
tickets and lot more different initiatives
days contract)
 4G offer associated with unlimited voice
bundles
to 15 GB at +5€
 Cheaper offer in smaller bundles, while
comparable price per GB in offer + option
 No additional services provided
Premium price strategy:
days contract)
 4G offer associated to unlimited voice
for +1 GB at 5€
 Different special services as Spotify
Premium free for 3 months (postpaid
offers)
 With 12 month retention Vodafone offers
2GB and unlimited voice at 35€/m + 100
voice minute and 100 SMS worldwide
days contract)
 More GB at comparable price
 1 plan (the only with >500MB) with
unlimited voice and all you can eat data at
~ 40€/m
 No additional services provided
3.5€
67% 114%
Meteor: New special tariff of 15GB
at just +5 €/m than basic offer
3Ireland: Unlimited voice and
data at 39,75 €/m
Ireland market
 Very rational market with perfectly aligned prices
Vodafone: huge prices reduction (compared to
Dec’13)
• Base tariff -10 € (from 40 € to 30 €)
• Additional GB -5 € (from 10 € to 5 €)
O2: Charge for additional GB reduced
from 10 € to 5 € compared to Dec’13
(in line with Vodafone adjustment)
‘12 ‘13
19%
‘12
40% 38%
‘13 ‘12
10% 10%
‘13 ‘12
29% 27%
‘13
20%

22 2
2 2 2
Meteor O2 Vodafone
Euro/GB
Analyzed Plans
3.7 Ireland - Smartphone Plans
LTE
3G
R² = 0,7936
R² = 0,9964
0 €
5 €
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
0 2 4 6 8 10 12 14 16
Meteor Vodafone O2
GB
€/GB
3.5€
67% 114%
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 26,8 30,00
- 3G
- 4G 32,5 23,75
- 3G
- 4G
- 3G 31,3 23,75
- 4G
- 3G
- 4G 29,6 25,83
- 3G 31,3 23,75
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
Average
Operator 2H13 1H14
- 4G 2,33
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G 2,33
- 3G
Average
Operator

3.8 Sweden - Data Plans
Strategyoutline
From premium price strategy to price
leader strategy aligned to average
No retention SIM Only offers shown (30
days contract)
 Small-Medium data allowance plans
increased up to 40 GB (compared to 10 GB
of Dec’13)
 Same price for 12/24month retention but
including 4G dongle
Value for Price Strategy:
 3 months notice period SIM Only offers
shown
 Premium price for top tariff of 60GB
 No additional services provided (at no
surcharge)
Premium Price Strategy:
days contract)
 Telia’s services prices follower
 Small-Medium allowance plans up to 12
GB
 24 months retention in case of
modem/dongle at same price
Since Telia price reduction, Telenor is the
only telco who provides premium price tariffs
Value for Price Strategy:
 3 months notice period SIM Only offers
shown
 Offers all size of bundles, from small to
large
 Price leader (more GB at the same
competitors price) except for 40GB and
<3GB tariffs
excluding MVNO)Sample: 3 Sweden, Telenor, Telia, Tele2
Note: Exchange Rate SEK to Euro = 0,1086
 No Dongle
71% 150%
4.6€
GB
Plan Price
R² = 0,487
R² = 0,7777
5 €
15 €
25 €
35 €
45 €
55 €
65 €
75 €
0 10 20 30 40 50 60
Tele2 Telia Telenor 3 Sweden
100
Telia: huge prices reduction (compared to Dec’13)
• Price per GB reduced for all ranges’ tariffs
O2 & 3Sweeden: huge prices increase
• Price per GB increased
• Data allowance decreased
3Ireland: 100GB tariff reduced to
60GB data allowance at +10 €
Sweden market
 More rational market compared to Dec’13
 All the operators compete on price except Telenor
‘12 ‘13
45%
‘12
26% 26%
‘13 ‘12
17% 17%
‘13 ‘12
11% 12%
‘13
46%

4
5
3 3
4
9
3 3
4
3 Sweden Tele2 Telenor Telia
Euro/GB
Analyzed Plans
3.8 Sweden - Data Plans
Sample: 3 Sweden, Telenor, Telia, Tele2
LTE
3G
R² = 0,8397
R² = 0,8591
€0
€2
€4
€6
€8
€10
€12
0 10 20 30 40 50 60
3 Sweden Telenor Tele2 Telia
GB
€/GB
71% 150%
4.6€
3G
LTE
Dec’13
Jun’14
O2 & 3Sweeden: huge price per
GB increased
2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G 5,5
- 3G
- 4G 10,75
- 3G
- 4G 5,5 10,75
- 3G
Operator
Average
2H13 1H14
- 4G 3,7
- 3G
- 4G 5,6 5,40
- 3G
- 4G 5,6 3,58
- 3G
- 4G 3,7 3,24
- 3G 2,58
- 4G 4,6 4,07
- 3G 2,58
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 4,2 4,06
- 3G
- 4G 5,0 2,16
- 3G
- 4G
- 3G
- 4G 4,8 3,11
- 3G
Operator
Average
2H13 1H14
- 4G 1,0 1,32
- 3G
- 4G 3,7 3,61
- 3G
- 4G 1,29
- 3G
- 4G 0,7 1,14
- 3G 1,02
- 4G 1,3 1,51
- 3G 1,02
Operator
Average

3.8 Sweden - Smartphone Plans
Strategyoutline
excluding MVNO)Sample: 3 Sweden, Telenor, Telia, Tele2
Exchange Rate SEK to Euro = 0,1086
No Device included
GB
R² = 0,5774
R² = 0,886
10 €
20 €
30 €
40 €
50 €
60 €
70 €
80 €
0 5 10 15 20
3 Sweden Telia Telenor Tele2Plan Price
Premium Price Strategy:
 24 months retention SIM Only offers
shown
 Small-Medium allowance plans increased
up to 20 GB (compared to Dec’13)
Additional services:
 Headphones
 Spotify (3 months) for free
 Storytel
Competitive Prices strategy:
 No retention SIM Only offers shown (30
days contract)
 Lower prices than the direct competitor
Telia
Telia and Tele 2 continue to keep the same
relative positioning in terms of offered data
allowance
Premium Price strategy:
days contract)
 Higher price on all the covered allowance
data plans (no 20GB tariff)
 No customer retention or minimum
engagement term
 Flex family offers are provided with extra
charge in terms of cost per GB (up to 8
device on the same subscription)
Price Leadership Strategy:
 1 month notice period SIM Only offers
shown
 Premium price for 20GB data allowance
(It was the first operator offering unlimited
voice and 20 GB/m Dec’13)
 All unlimited voice in plans (10,000 voice
minutes in Dec’13 analysis)
 No additional services included
71% 150%
4.6€
Telia & Tele2: huge prices reduction (compared to Dec’13)
• Price per GB reduced for all ranges’ tariffs
3Sweeden: huge prices increase
• Price per GB increased
• Data allowance decreased
Sweden market
 More rational market compared to Dec’13
 Full 4G Market
Telia: For all the summer
3GB instead of 2GB
‘12 ‘13
45%
‘12
26% 26%
‘13 ‘12
17% 17%
‘13 ‘12
11% 12%
‘13
46%

4
5
4 4
4
5
4 4
3 Sweden Tele2 Telenor Telia
3.8 Sweden - Smartphone Plans
Euro/GB
Analyzed Plans
€/GB LTE
3G
R² = 0,7311
R² = 0,9812
€0
€5
€10
€15
€20
€25
€30
0 5 10 15 20
3 Sweden Tele2 Telia Telenor
GB
71% 150%
4.6€
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 22,3 27,04
- 3G
- 4G 16,24
- 3G
- 4G 16,7 16,24
- 3G
- 4G 11,1 16,24
- 3G
- 4G 17,8 18,94
- 3G
Average
Operator 2H13 1H14
- 4G 9,8 10,82
- 3G
- 4G
- 3G
- 4G 11,2
- 3G
- 4G
- 3G
- 4G 9,1 10,82
- 3G
Average
Operator 2H13 1H14
- 4G 6,2 6,32
- 3G
- 4G 7,22
- 3G
- 4G 8,0 7,22
- 3G
- 4G 3,3 6,19
- 3G
- 4G 6,8 6,74
- 3G
Average
Operator 2H13 1H14
- 4G 3,02
- 3G
- 4G 3,88
- 3G
- 4G 3,88
- 3G
- 4G 3,6 4,02
- 3G
- 4G 3,6 3,70
- 3G
Average
Operator

3.9 Spain - Data Plans
Strategyoutline
Market leader
days contract)
 4G offered in all tariffs
 Competitive pricing with 1 GB/m offers
(slightly above competition)
 Premium price in 7,5 GB/m offered with a
daily data traffic allowance of 250 MB
Competitive prices tariffs:
 12 month retention SIM Only offers
shown (30 days contract)
 4G offered in all not prepaid offers
 Small to large bundles offered (1 GB/m to
10 GB/m)
Competitive offers:
days contract)
 4G offered from 3GB bundles (+1GB at the
same price of previous 2GB tariff of
Dec’13)
Simple no frill competitive tariff:
days contract)
 10,89 €/m for 1,2 GB/m (+200MB at the
same price of previous 1GB tariff of
Dec’13)
 4G technology
excluding MVNO)*
Sample: Orange, Movistar, Vodafone,Yoigo
No Dongle
64%
111%3.7€
GB
R² = 0,909
R² = 0,9032
5 €
15 €
25 €
35 €
45 €
55 €
65 €
0 2 4 6 8 10
Vodafone Movistar Orange YoigoPlan Price
Spanish market
 All competitors provide 4G technology
 No operator providing > 10 GB
3Movistar: 3G proprietary network +
Yoigo LTE network
Orange: Same Dec’13 price but
with +2GB data allowance
Movistar : Prepaid offer
at 1GB
Vodafone: Same
offer (overlapped)
Vodafone: Same
offer (overlapped)
Yoigo: Same Dec’13 price
but with +200MB data
allowance
‘12 ‘13
37%
‘12
29% 27%
‘13 ‘12
22% 24%
‘13 ‘12
7% 8%
‘13
39%

2
3
4
1
2
3
4
1
Movistar Orange Vodafone Yoigo
Euro/GB
Analyzed Plans
€/GB
3.9 Spain - Data Plans
LTE
3G
GB
R² = 0,7417
R² = 0,7242
€0
€2
€4
€6
€8
€10
€12
€14
0 2 4 6 8 10 12
Vodafone Movistar Orange Yoigo
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 12,1 12,10
- 3G
- 4G 11,5 10,89
- 3G 10,9
- 4G 11,0 11,00
- 3G
- 4G 10,9 9,17
- 3G
- 4G 11,4 10,79
- 3G 10,9
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 7,66
- 3G
- 4G 7,8 7,80
- 3G
- 4G
- 3G
- 4G 7,8 7,75
- 3G
Operator
Average
2H13 1H14
- 4G 9,2 9,20
- 3G
- 4G 4,2 4,24
- 3G
- 4G 4,2 4,20
- 3G
- 4G
- 3G
- 4G 5,9 5,88
- 3G
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
Operator
Average
64%
111%3.7€

3.9 Spain - Smartphone Plans
Strategyoutline
Premium price strategy and simple
portfolio
days contract)
 Spotify premium discount
Competitive price strategy, especially due to
latest tariff changes with higher allowance
days contract)
 30/60 GB Cloud storage (according to data
plan)
 3 months special access to Familiar +, Liga
and Napster
 Multisim service included in top tariff (fee
for each line)
Competitive price strategy
shown
 More GB offered at the same price of
competitors (5GB at 39,95€ compared to
4GB of Yoigo and Vodafone)
 Cloud 25GB + additional 500MB traffic
include for device-cloud sharing
 International unlimited calls to fixed lines
Competitive pricing no frills strategy
days contract)
 Price reduction to align to current market
average
excluding MVNO)*Sample: Orange, Movistar, Vodafone,Yoigo
Note: the monthly prices and consequently the GB prices include IVA (21%)
No Device included
GB
Plan Price
R² = 0,908
R² = 0,6464
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
60 €
0,5 1,5 2,5 3,5 4,5 5,5
Yoigo: New tariff of 4 GB at 39€,
overlying Vodafone same price and
data allowance option
Vodafone:
All tariffs’ prices decrease accompanied
by data allowance increase
Yoigo & Orange:
prices reduction in the 2GB data allowance
offers ( of about -10 €)
‘12 ‘13
37%
‘12
29% 27%
‘13 ‘12
22% 24%
‘13 ‘12
7% 8%
‘13
39%
64%
111%3.7€

1
3 3 31
3 3 3
Movistar Orange Vodafone Yoigo
3.9 Spain - Smartphone Plans
Note: the monthly prices and consequently the GB prices include IVA (21%)
LTE
3G
GB
Euro/GB
€/GB
R² = 0,9643
R² = 0,9527
€5
€15
€25
€35
€45
€55
0 1 2 3 4 5 6
3G
LTE
Dec’13
Jun’14
Orange : about -2 € Price/GB
compared to Yoigo and
Vodafone tariffs of 4GB
Yoigo & Vodafone
Same offer (overlapped)
2H13 1H14
- 4G 28,2 28,33
- 3G
- 4G 21,2 15,48
- 3G
- 4G 33,7 16,00
- 3G
- 4G 25,5 28,83
- 3G
- 4G 23,50
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G 7,99
- 3G
- 4G 15,0 9,75
- 3G
- 4G 9,75
- 3G
- 4G 15,0 9,16
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G 8,33
- 3G
- 4G
- 3G
- 4G 8,33
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
- 4G
- 3G
Average
Operator
64%
111%3.7€

3.10 Denmark - Data Plans
Strategyoutline
Premium prices market leader
shown
 Aligned with Telenor in the 1GB/m tariff
 Premium prices for other tariffs
 Missing form very large bundles market
 Play Music - 20 million. songs for free
 Hotspot - Wireless Internet for free over
700 locations in Denmark.
 Data Sharing - Get an extra SIM card
Competitive offer prices in small medium
data bundles
shown
 4G offered on all tariffs
 Discouraging premium prices on larger
bundles
 Lower prices for old customers
 Wimp Musik service
Competitive offers in small medium data
bundles. Very Large bundle provided
days contract)
 100 GB/m and 500GB/m provided
 Spotify service included
 HBO free for 3/6/12 months according to
data plan
Compared to Dec’13 the only portfolio change
has been offering at the same previous 10GB
tariff price, 20GB/m data allowance
Price leadership in all data bundles. Very
Large bundle provided
days contract)
 200 GB/m provided at same Telia price
but with twice Telia GB allowances
 Multi sim service
 Compared to Dec’13 the portfolio changes
have been offering at the same previous
40GB tariff price, 50GB/m allowance and
eliminate ulimited data option
excluding MVNO)
Note: Exchange Rate Krone to Euro = 0,1340
No Dongle
GB
61% 150%
3.8€
Plan Price
R² = 0,8573
R² = 0,8251
0 €
10 €
20 €
30 €
40 €
50 €
60 €
0 5 10 15 20 25 30 35 40 45 50
Telenor Telia TDC 3 Denmark
100 200 500
Denmark market
 Market characterized by very large data bundles
 Not dynamic in terms of price changes
Telia:
Same Dec’13 offer at 26,69 €
but with +10GB data allowance
3 Denmark: +100 GB/m
3Denmark: Unlimited Data LTE allowance for
54 (1.000 GB allowance) not for sale anymore
3Denmark: New Tariff of 5GB allowance at
13,27 € overlapping Telia same option
3Denmark:
Same Dec’13 offer at 33 € but with
+10GB data allowance
‘12 ‘13
39%
‘12
24% 22%
‘13 ‘12
17% 18%
‘13 ‘12
10% 12%
‘13
41%

1
2 4 4
5
3
4 4
5
TDC Telenor Telia 3 Denmark
€/GB
3.10 Denmark - Data Plans
LTE
3G
GB
Euro/GB
R² = 0,9808
R² = 0,974
€0
€2
€4
€6
€8
€10
€12
€14
0 10 20 30 40 50
Telia Telenor TDC 3 Denmark
61% 150%
3.8€
100 200 500
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G
- 3G 13,3 13,27
- 4G 13,3 13,27
- 3G
- 4G 6,6
- 3G
- 4G 9,3 9,25
- 3G
- 4G 9,7 11,26
- 3G 13,3 13,27
Operator
Average
2H13 1H14
- 4G 5,8 5,76
- 3G
- 4G 3,7 3,73
- 3G
- 4G 2,65
- 3G
- 4G 2,65
- 3G
- 4G 4,7 3,70
- 3G
Operator
Average
2H13 1H14
- 4G 2,7 2,67
- 3G
- 4G
- 3G
- 4G 2,7
- 3G
- 4G 1,7 1,73
- 3G
- 4G 2,4 2,20
- 3G
Operator
Average
2H13 1H14
- 4G
- 3G
- 4G 2,0 1,98
- 3G
- 4G 0,3 0,61
- 3G
- 4G 0,5 0,43
- 3G
- 4G 0,9 0,95
- 3G
Operator
Average

3.10 Denmark - Smartphone Plans
Strategyoutline
13%26% 20%41%
excluding MVNO)
 Monthly
GB
R² = 0,3763
R² = 0,6274
10 €
15 €
20 €
25 €
30 €
35 €
40 €
45 €
50 €
55 €
0 2 4 6 8 10 12 14 16 18 20
Telenor Telia TDC 3 DenmarkPlan Price
Premium price market leader
days contract)
 Premium price in unlimited voice tariff
(same Telia price with 10 GB vs 100GB)
 Play Music - 20 million. songs for free
 TDC Mobile security service
 Hotspot - Wireless Internet for free over
700 locations in Denmark.
 Data Sharing - Get an extra SIM card
 Share plans are offered (surcharge apply)
Competitive offers price
days contract)
 Incremental competitive offers in
unlimited voice tariff (1/5/10/20 GB
allowance offered)
 4G offered on all tariffs
 Wimp Musik service (surcharge apply)
Competitive offer with unlimited voice.
Very large data bundle provided
days contract)
 Overlapping Telenor strategy in 5 and 20
GB/m (same price)
 100 GB/m only provider (3 Denmark
doesn’t offer anymore that data allowance)
 Roam like home , mobile insurance and
HBO free for12 months with top tariffs
 Spotify service included
 Share plans are offered (surcharge apply)
Price leadership in all data bundles. Very
large bundle provided
days contract)
 New 20 GB/m offer as Telia and Telenor
substituting previous 100GB/m offer
 No additional service
 Overlapping Telenor strategy in 5 and 10
GB/m (same price)
61% 150%
3.8€
100
Denmark market
 Market characterized by very large data bundlesTDC from 1 to 2 tariffs:
• 5GB allowance at 46,77 €
• 10GB allowance at 53,47 € (considering that in
Dec’13 only 2GB offered at the same price)
3 Denmark major changes:
• New tariff of 2GB/m at same price of previous 1 GB
• 100GB/m allowance reduced at 20GB/M at same price
(overlapping Telia and Telenor consolidated tariffs
‘12 ‘13
39%
‘12
24% 22%
‘13 ‘12
17% 18%
‘13 ‘12
10% 12%
‘13
41%

2
3 3
52
3 3
5
TDC Telenor Telia 3 Denmark
€/GB
3.10 Denmark - Smartphone Plans
Analyzed Plans
LTE
3G
GB
Euro/GB
R² = 0,9659
R² = 0,9523
€0
€5
€10
€15
€20
€25
€30
0 10 20 30 40 50 60 70 80 90 100
Telia Telenor TDC 3 Denmark
61% 150%
3.8€
3G
LTE
Dec’13
Jun’14
2H13 1H14
- 4G 26,8
- 3G
- 4G 24,0 23,99
- 3G
- 4G
- 3G
- 4G 21,3 13,97
- 3G
- 4G 24,0 17,31
- 3G
Average
Operator 2H13 1H14
- 4G 9,35
- 3G
- 4G 5,3 5,33
- 3G
- 4G 5,3 5,33
- 3G
- 4G 4,8 4,80
- 3G
- 4G 5,2 6,20
- 3G
Average
Operator 2H13 1H14
- 4G 5,35
- 3G
- 4G 4,0
- 3G
- 4G
- 3G
- 4G 2,7 2,67
- 3G
- 4G 3,3 4,01
- 3G
Average
Operator 2H13 1H14
- 4G
- 3G
- 4G 2,0 2,00
- 3G
- 4G 1,3 1,27
- 3G
- 4G 0,4 2,00
- 3G
- 4G 1,2 1,64
- 3G
Average
Operator

GB Price Benchmark_June2014

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