Gartner Research

Market Trends: Mobile Data-Only Users Are Rising Beyond the Early Adopters in Emerging Markets

Published: 24 June 2016

ID: G00273847

Analyst(s): Neha Gupta


Mobile data-only connections are on the rise in emerging markets, and the competition among CSPs is intensifying. CSP product managers need to understand user preferences, create compelling tariff plans and enter opportunistic partnerships with OTT players and device vendors to increase data usage.

Table Of Contents


Market Trend

  • Mobile Data-Only Adoption Varies by Household Income and Age
    • A Big Wave of Adoption for Laptops With Mobile Data-Only Will Come From Low- and Middle-Income Users in Emerging Markets
    • Laptop and Tablet Mobile Data-Only Service Adoption Varies Dramatically Across Age
    • Data Pricing Plans Will Evolve to Incorporate Dynamic Pricing Models to Cater to Different User Segments
  • Over-the-Top Is Not Just a Mature Market Trend
    • Use of OTT Services for Mobile Data-Only Users Is Growing in Importance
    • Laptop Users in Emerging Markets Share Personal Information More Readily Online in Exchange of Discounts
    • More CSPs Will Enter or Enhance Their Existing OTT Partnership to Offer More Pricing Options to Mobile Data-Only Users

Contrarian View

  • If the Availability of Free Public Wi-Fi or the Phone-Tethering Service Increases, These Trends Change

Vendors to Watch

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