COMPETITIVE INTELLIGENCE TRACKER 3.0 TELCO

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1 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION SOLUTIONS COMPETITIVE INTELLIGENCE TRACKER 3. TELCO SAMPLE MARKET OVERVIEW FOR TYPICAL NATIONAL EU MARKET

2 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES

3 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES

4 CIT REPORT: DEVICE HARDWARE CHANGES HANDSETS HAVE BECOME MUCH LARGER HANDSETS HAVE BECOME MUCH LARGER Handset display size has almost doubled in last 3 years, having 5 and 5.5 screen sizes dominant in 217. Average Handset Display Size Number of Handsets per Display Size ,3 4,39 4,51 4,62 4,73 4,79 4,81 4,9 3,79 3,57 3,35 3,5 2,55 2,58 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q < > Operators Retailers 4

5 CIT REPORT: DEVICE HARDWARE CHANGES LEGACY HANDSETS ARE STILL IN THE GAME AND 4G DEVICES ARE BECOMING DOMINANT LEGACY HANDSETS ARE STILL IN THE GAME AND 4G DEVICES ARE BECOMING DOMINANT 4G has become defacto standard for new handsets puracheses Legacy handsets are still in the game having >1 offers in last several years Number of Handsets by Network Type Number of handsets by Handset Type G 3G 4G Smartphone Legacy

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7 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES

8 CIT REPORT: DEVICE OFFERS DEVICE PORTFOLIO SIZE HAS INCREASED IN 217 DEVICE PORTFOLIO SIZE HAS INCREASED IN 217 Although there is fewer mobile operators on local market, absolute number of offered devices and tariffs has increased in 217. Number of Voice Mobile Tariffs & Devices Number of Data Mobile Tariffs & Devices Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q3-217 Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q3-217 Number of Mobile Operators Number of Devices Number of Voice mobile tariffs Number of Mobile Operators Number of Devices Number of Data mobile tariffs 8

9 CIT REPORT: DEVICE OFFERS HANDSET PORTFOLIO IN OPERATOR S OFFER HAS SIGNIFIANTLY CHANGED IN LAST 2 YEARS HANDSET PORTFOLIO IN OPERATOR S OFFER HAS SIGNIFIANTLY CHANGED IN LAST 2 YEARS Lenovo, Apple and Nokia have gained popularity in operator s offers in 216, while other manufacturers have significantly smaller portfolio, especially Samsung. While Apple is still most expensive brand, and Blackberry traditionally in premium segment, several small players like YotaPhone, Blackphone and Meizu have positioned themselves in premium segment. Samsung s, Sony s and HTC s devices are positioned around 7 EUR of average TCO. Number of New Devices by Manufacturer Lenovo Samsung Huawei Apple LG HTC HP Alcatel Sony MaxCom Nokia

10 CIT REPORT: DEVICE OFFERS APPLE IS LEADER IN PREMIUM SEGMENT AND 5 KEY PLAYERS ARE HOLDING MORE THAN HALF OF TCO SHARE APPLE IS LEADER IN PREMIUM SEGMENT AND 5 KEY PLAYERS ARE HOLDING MORE THAN HALF OF TCO SHARE Apple, Samsung, LG, HTC and Sony still hold more than a half of TCO share in 217 and have the most handsets per brand. Apple has completely dominated premium segment with all devices having higher than 7 EUR TCO while other manufacturers have diversified their portfolio around range from 4 to 1 EUR. 1

11 CIT REPORT: DEVICE OFFERS VODAFONE IS THE LEADER IN NEW HANDSET INTRODUCTION VODAFONE IS THE LEADER IN NEW HANDSET INTRODUCTION While all operators have shrinked their handset portfolio since 215, Vodafone is still absolute leader in introduction of new handsets. Both MVNO operators have focused only on several necessary handsets with prepaid offers. Number of New Handsets by Operator Vodafone OTE O2 Beeboo NRG

12 CIT REPORT: DEVICE OFFERS VODAFONE HAS THE MOST EXPENSIVE HANDSET OFFERS ON MARKET VODAFONE HAS THE MOST EXPENSIVE HANDSET OFFERS ON MARKET Vodafone has the most expensive offers on market. O2 has offers that are ranked between competing operators. OTE has the least expensive handset offers on market and therefore the highest sales potential. 12

13 CIT REPORT: DEVICE OFFERS RETAILERS HAVE SIGNIFICANTLY LARGER HANDSET PORTFOLIO THAN OPERATORS RETAILERS HAVE SIGNIFICANTLY LARGER HANDSET PORTFOLIO THAN OPERATORS Mediamarket Saturn SM Techno Wallmart Target OTE Vodafone O2 13

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15 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES

16 CIT REPORT: MOBILE VOICE TARIFFS RESURRECITON OF MOBILE TARIFFS PORTFOLIO RESURRECITON OF MOBILE TARIFFS PORTFOLIO Although several operators have disappeared from market, trend of shrinkage of portfolio size of prepaid and postpaid mobile tariffs in 216 has been reversed in 217 having almost the same number of tariffs like in 215. Majority of changes happened to postpaid voice tariffs while prepaid and data tariffs were almost unchanged. Average Number of Mobile Tariffs per Operator Total Number of Mobile Tariffs Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q3-217 Number of Operators Total Mobile Tariffs Voice Data Prepaid Postpaid Total Mobile Tariffs Voice Data Prepaid Postpaid 16

17 CIT REPORT: MOBILE VOICE TARIFFS VOICE TARIFF MONTHLY FEES HAVE INCREASED PRICES WHILE DATA TARIFFS HAVE BECOME CHEAPER VOICE TARIFF MONTHLY FEES HAVE INCREASED PRICES WHILE DATA TARIFFS HAVE BECOME CHEAPER Most operators have slowly increased average voice tariffs monthly fees in last couple of years, except O2 which had price aggressive strategy. After trend of increasing monthly fees in data tariffs in 216, they have been significantly lowered in 217. Average Voice Tariffs Monthly fee Average Data Tariffs Monthly fee ,9 24,3 25,4 9,6 9,7 1, 18,7 12,5 11,7 2,2 19,9 2,7 14,9 14, 14, ,2 21,4 14,3 12,7 16,9 16,1 21,9 22,4 2,7 9,7 12,3 7,8 5 5 Vodafone OTE O2 Beeboo NRG Vodafone OTE O2 Beeboo

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19 CIT REPORT: MOBILE VOICE TARIFFS LOWER DATA PRICES AND LARGER BUNDLES DATA BUNDLES AND TRAFFIC HAS BECOME MORE AFFORDABLE Data traffic has become drastically cheaper in both 216 and 217. All operators have increased data bundles almost 4 times in last 2 years. Average Monthly fee/data bundle in Voice Tariffs Average MB in Voice Tariffs ,9 7, ,5 5,3 6,1 4,4 4,4 3,8 3,2 2,6 2,7 3,3 1,7 1,4 1,8 1, ,1 1, Vodafone OTE O2 Beeboo NRG Average Vodafone OTE O2 Beeboo NRG 19

20 CIT REPORT: MOBILE VOICE TARIFFS DATA BUNDLES AND TRAFFIC HAS BECOME MORE AFFORDABLE DATA BUNDLES AND TRAFFIC HAS BECOME MORE AFFORDABLE While almost all operators have lowered bundled MB prices, only Beebob reised already high prices. Out of bundle data prices have been lowered by all operators except Beebop. Average MB price (postpaid & prepaid) Average Out-of-bundle MB price,3,25,28,25,35,3,31,33,2,15,1,5,16,12,5,5,5,1,1,1,2,17,17,7,7,7,13,13,2,16,1,25,2,15,1,5,18,12,4,4,4,1,1,1,16,16,16,15,14,23,19,12, Vodafone OTE O2 Beeboo Freezone NRG Average, Vodafone OTE O2 Beeboo NRG Average

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22 CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES 22

23 CIT REPORT: FIXED TARIFFS FIXED TARIFFS HAVE BECOME MOSTLY TAILORED FOR BUSINESS USERS FIXED TARIFFS HAVE BECOME MOSTLY TAILORED FOR BUSINESS USERS Fixed tariffs had slight decline in numbers in 216. Business fixed tariffs have gained significant share over past two years consisting of >7% of all fixed tariffs on market. Total Number of Fixed Tariffs Fixed Tariffs: Segment shares % 9% 8% 7% 6% % % 3% 2% 1% Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q % Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q3-217 Number of Operators Total Fixed Tariffs Internet Telephony Residential Business Business Residential 23

24 CIT REPORT: FIXED TARIFFS DATA TARIFFS ARE DOMINATING FIXED TARIFFS MARKET DATA TARIFFS ARE DOMINATING FIXED TARIFFS MARKET Data fixed tariffs make over 3/4 of total fixed tariffs on market. While almost all operators have very high share of data fixed tariffs, only Beebob has highe share of voice fixed tariffs. Fixed Tariffs: Voice vs Data Share 1% 9% 8% 7% 6% 5% 4% 3% 2% 1% % Total Vodafone OTE O2 Beeboo NRG Data Voice 24

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26 CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES 26

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28 CIT REPORT: ADD-ONS A1 HAS EXTENDED PORTFOLIO OF DATA ADD-ON SERVICES A1 HAS EXTENDED PORTFOLIO OF DATA ADD-ON SERVICES A1 has focused it s additional services portfolio around data services, primary offering additional bandwidth and megabytes, according to general telco trends in EU. Classical additional services like Voice and SMS are in decline (mostly due flat-rate bundling) while international calls add-ons portfolio has been extended in Y A1 add-ons Add-on: Data bandwidth Add-on: Data Quantity Add-on: International calls Add-on: SMS Quantity Add-on: Voice Quantity Add-on: Voice, SMS, Data Quantity Add-on: Roaming - Data Quantity Add-on: Roaming - Voice Quantity Add-on: Roaming - Voice, SMS Quantity Add-on: Roaming - Voice, SMS, Data Quantity

29 CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES 29

30 CIT REPORT: PROMOTIONS NUMBER OF PROMOTIONS HAS ALMOST DOUBLED IN LAST 2 YEARS NUMBER OF PROMOTIONS HAS ALMOST DOUBLED IN LAST 2 YEARS O2 and A1 have been especially active in promotion acitivities in last 2 years. Average Number of Promotions per Operator Number of Promotions by Operator Q1-215 Q2-215 Q3-215 Q4-215 Q1-216 Q2-216 Q3-216 Q4-216 Q1-217 Q2-217 Q Total OTE O2 A1 Beeboo NRG

31 CIT REPORT: PROMOTIONS PRIZE WINNING GAMES AND DISCOUNTS ARE MOSTLY USED PROMOTION TOOLS PRIZE WINNING GAMES AND DISCOUNTS ARE MOSTLY USED PROMOTION TOOLS Prize winning game offers have almost doubled since 215 making them default choice for attracting customers. Discounts on tariffs and hardware are second most used tool in attracting customers. Promotion Categories Prize winning game Discount on tariff/package Discount on HW Online purchase benefit Service promotion TV service free of charge Bonus units/quantities Promotional tariffs Gift with HW purchase

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33 CONTENTS: DEVICE HARDWARE CHANGES DEVICE OFFERS TARIFFS MOBILE VOICE TARIFFS MOBILE DATA TARIFFS FIXED VOICE TARIFFS FIXED DATA TARIFFS ADD-ONS PROMOTIONS BUNDLES 33

34 CIT REPORT: BUNDLES FIXED SERVICES ARE DOMINATING BUNDLES MARKET FIXED SERVICES ARE DOMINATING BUNDLES MARKET Although it is a trend to bundle mobile and fixed services, great majority of bundles includes fixed telephony only. Out of all fixed bundle combinations, fixed telephony + Data + TV bundles consist of more than half of market offers ,3 7,8 7,3 Telephony in Bundles Fixed Telephony + Data + TV 52% Fixed Telephony + Data 13% Fixed Telephony + TV 6% Mobile Telephony + Other 11% ,5 12, 12,5 1,5 11,5 7, Other fixed 6% Fixed & Mobile Telephony + Other 13% Only Fixed Telephony Both Fixed and Mobile Only Mobile Telephony

35 CIT REPORT: BUNDLES FIXED SERVICES ARE DOMINATING BUNDLES MARKET FIXED SERVICES ARE DOMINATING BUNDLES MARKET Almost all operators offer fixed telephony with data bundles and majority if offering TV services as well. Unexpectedly, mobile telephony is in majority of cases not bundled. Component % in Bundles by Operator 1% 1% 1% 1% 96% 82% 81% 72% 93% 83% 5% 93% 9% 46% 55% 87% 82% 69% 95% 31% 24% Fixed Telephony Mobile Telephony Data TV Vodafone OTE O2 Beeboo NRG Total 35

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37 CIT 3. TELCO: KNOW ALMOST EVERYTHING ABOUT YOUR COMPETITION Thank You DON T HESITATE TO CONTACT US lado.basic@onspot-research.com TEL: naum.bidzovski@onspot-research.com TEL: