Gartner Research

Market Trends: CSPs Update Strategies for Mobile Device Subsidy

Published: 01 August 2013

ID: G00250496

Analyst(s): Margaret Schoener, Hugues J. De La Vergne

Summary

A changing competitive landscape and mounting costs are prompting communications service providers to revise their subsidization of mobile phones and media tablets. To support new approaches, their chief marketing officers and product planners must use more advanced customer segmentation techniques.

Table Of Contents

Introduction

Market Trend

  • Mobile Device Subsidization — A Concept in Evolution
  • Market Structure Trend
    • Emerging Market CSPs Offer Device Subsidies to Attract High-Value Mobile Customers
    • Mature Market CSPs Disrupt the Device Subsidy/Contract-Term Value Equation
    • Device Subsidies Will Continue and Possibly Expand For Highly-Valued Mobile Data Users

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