Today Telefónica revealed its pricing plans for the iPhone 3G, tomorrow available in Spain in over 1.500 Telefónica stores and in 15 other countries. Telefónica is distributing the Apple iPhone in 12 Latin American countries and the Czech Republic. This builds on earlier exclusive, multi-year agreements signed between the two companies in the UK and Ireland, bringing the total number of territories in which Telefónica will sell the iconic device to 16, a combined addressable market of more than 500 million people – making Telefónica one of the leading global distributors of this revolutionary device.
Since the iPhone was launched by O2 in the UK, sales have exceeded all expectations and have greatly fuelled net customer additions, particularly high-end contract customers. Furthermore, the average monthly revenue of an iPhone customer is reported 30% higher than that of a regular contract customer, while the iPhone has generated the highest level of customer satisfaction of any terminal on the market.
Data from comScore M:Metrics confirms that the iPhone (and its associated mandatory data plan) is compelling consumers to consume mobile content by a considerable factor. The table below shows Benchmark Indices between 203 (two times more likely to send photos or videos than the market average) and 1208 (twelve times more likely to listen to music on their device than the market average) for the iPhone versus the market average. Even against smartphones, the rates of mobile content consumption are considerably higher. (please check m:metrics for full details on this survey)
Telefónica is aiming at its more than 23 million mobile customers in Spain, as well as customers of other Spanish mobile operators who switch to Movistar. Basically anyone can get an iPhone (even for FREE in some cases), as long as you are an existing customer or want to become a customer of Telefónica, there are price plans for existing and new customers, individuals and companies. You can consult all current priceplans and offers at iPhone 3G Telefónica Movistar website (http://www.iphone.movistar.es/).
Combined with a voiceplan, the most significant data traffic packages are Tarifa Plana iPhone at 15 euro for 200Mb/month and Tarifa Plana iPhone Plus at 25 euro for 1Gb/month. When a customer exceeds this limit, Telefónica will slow down the user’s connecting speed, which I think is a smarter solution then starting to charge higher without the user’s knowledge. I’m not sure yet about the other options for heavy data consumers like me exceeding this limit, I suppose I’ll have to find it out when my consumption gets there…
But that’s it, I’m sold! I would have bought an iPhone 3G today but I will need to wait untill I’m back in the country next week. With my average monthly bills of around 400 euros (and many times higher) I’m the perfect new client for Telefónica I need to make sure though I get a good data roaming plan with all the travelling ahead the coming months.
What I’m looking forward is to start using the many available iPhone applications, now available through the iPhone App Store; in mobile it’s all about the channeling and the distribution of course!
I can only hope that in the end I will pay less for more data consumption on a better device then Telefónica’s competitors I will keep you posted how that goes!
Enabling Next Generation Mobile Products & Services
Rudy De Waele is CEO & co-founder of Nyota Media - the world's first growth agency for innovative African entrepreneurs, start-ups and international companies that use technology to improve the lives of Africans.
He is a Mobile Strategist, Business Angel and Appreneur with over 18 years of experience in Internet technology, specialising in mobile innovation and start ups since 1999.
Rudy has curated ground-breaking presentations in Mobile Trends 2020 (2010), Mobile Trends 2020 Africa (2011), and most recently Mobile Opportunities in Africa - Engaging the next Billion (2012).
He has consulted for Telefonica, Vodafone, MTN, Orange, Telcel, Millicom, Samsung, Nokia, BlackBerry, IBM, Intel, Microsoft, Admob (acquired by Google), Louis Vuitton, Philippe Starck, Young & Rubicam, Cheil Worldwide.
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