This IDC Market Perspective examines pricing trends in the European telecom services market. It evaluates various tariff plans and service approaches in terms of their benefits for customers and their advantages and drawbacks for operators. It presents trends for mobile data, voice, and add-on services, with a focus on mobile operators’ approach to differentiating their 5G service offerings.
"Mastering the pricing play through a product's life cycle is a strategic business function, requiring innovative marketing. Due to the COVID-19 pandemic, work and home life have begun to blend for many customers. With this in mind, European telecom service providers will offer 5G-ready devices and service bundles driven by new tech capabilities that enable customers to stay atop their workloads, access education, or entertain themselves, anywhere and anytime." — Senior Research Analyst Dusanka Radonicic, Telecommunications and Networking, IDC Europe