KillBiller Irish Mobile Network Report - impact of iD Mobile Ireland

iD Mobile, the new mobile network from Carphone Warehouse, are on the way to deliver some much-needed competition into the Irish mobile market. 

KillBiller were given early access to iD mobile price plans in advance of launch to perform analysis and understand what the impact for Irish mobile subscribers will be.

We've comprehensively analysed the competitiveness the Irish mobile network industry, and assessed the impact of the new entrant, iD.

How much would iD mobile cost you?

Pricing details for iD Mobile, and all other operators, based on your exact mobile usage are now available on the KillBiller iPhone and Android apps: 

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The aim of the analysis was to identify the competitiveness of the iD mobile offering against every mobile plan currently available. 

A dataset of over 15,000 anonymised mobile users was used in order to perform the analysis, this includes information about the number of calls and messages used per month, as well as amount of data used. In the process, over 7.9 billion individual cost calculations were made.  

Over 350 mobile phone plans were evaluated from mobile operators including ThreeMeteoreMobilePostmobileTesco mobileVodafone, and of course iD

Report Highlights

  • Overall, the average spend on iD mobile will be just €20.81 per month - This is approximately €166 euro per year cheaper than the average monthly bill pay spend (according to Comreg)
  • iD are trying to have plans to fit everyone - not just a few highlighted deals. 
  • iD will be the most competitively priced 4G operator when they launch, followed by Three Mobile.
  • Tesco Mobile are the cheapest overall operator in the Irish Market when 3G plans are included, and will remain so after the iD launch.

How did KillBiller do this analysis?

Details of the analysis methodology and techniques can be found in the full report, however, at a high level the steps in the analysis were:

  1. Cleanse and prepare data on 15,000 users to remove inaccurate or incorrect usage logs (note: all data is completely anonymous, this anonymisation was performed before storage). 
  2. Calculate how much each user would spend on each of the 350+ prepay and billpay plans. KillBiller uses the exact same engine that powers our mobile application. See "How it works" for more.
  3. Compare pricing against all networks and see how often each network comes up as either:
    • The cheapest plan for a user
    • A 'competitive' plan for a user - where competitive means that it is within 25% of the cheapest plan for that user. e.g. if a user finds their cheapest overall plan at €20 per month, any plan that comes in the price bracket of €20 - €25 per month is deemed 'competitive' for that user.

With this data analysis, KillBiller has built up a picture of the competitiveness of the mobile operators in Ireland and what impact iD will have on the overall competitive landscape. The analysis is based on real usage information, and is taken from a completely independent point of view.

The full report contains further information on the data set, the plans analysed, and the steps taken.

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Plan Analysis

KillBiller evaluated how often each network comes up as the cheapest plan for a user, and how ofter each network comes up as a 'competitive' plan for a user. 4G plans will be evaluated in isolation, followed by both 3G and 4G plans. 

4G Plan Analysis

The graph below contains the number of times a 4G plan will be the cheapest  option for a subscriber in the KillBiller dataset. Note that this figure only includes plans that are advertised as coming bundled with 4G data connections.

iD are cheapest option for 76.2% of 4G subscribers.

The closest competition is Three who have the cheapest 4G plan for 14.3% of subscribers. The introduction of the iD network tariffs will significantly increase competition in the market of 4G plans, with three out of four smartphone users looking for a 4G plan finding their cheapest plan on iD.

Percentage of times a network will have the best priced 4G plan for a users in the KillBiller dataset

Percentage of times a network will have the best priced 4G plan for a users in the KillBiller dataset

When all 'competitive' 4G plans are analysed (where competitive means that a plan is within 25% of the cost of the cheapest possible plan for that user), the results again illustrate that iD will be more competitive that the other 4G plans. iD will have a competitive plan offering for 93.2% of subscribers. Three, Meteor and eMobile are all similarly competitive, having competitive plans for between 30% and 40% of subscribers looking for a 4G plan.

Vodafone fares worse from this analysis, with a range of premium priced plans competing for market share.

Percentage of times a network will have a competitive 4G plan for users in the KillBiller dataset

Percentage of times a network will have a competitive 4G plan for users in the KillBiller dataset

3G and 4G Plan Analysis

When analysing both 3G and 4G plans, a number of other operators can be included, namely Tesco mobile and Postmobile. Additionally, all plans from the other operators were included (some operators charge a premium for 4G access and therefore have a number of 3G only plans).

31.5% of subscribers in the KillBiller dataset will find an iD plan as the cheapest overall option (3G or 4G) for them. Tesco Mobile are the cheapest most frequently as they are the cheapest option for 42.4% of subscribers. 

Percentage of times a network will have the cheapest 3G or 4G plan for users in the KillBiller dataset

Percentage of times a network will have the cheapest 3G or 4G plan for users in the KillBiller dataset

When examined in terms of competitive plans, once again, Tesco and iD have plans that are most often competitive with 80.4% and 76.6% of mobile subscribers respectively. Meteor have the third most competitive plan selection,  with PostMobile (the new market entrant from An Post), Three and eMobile all having similar levels of competitiveness. 

Percentage of times a network will have a competitive 3G or 4G plan for users in the KillBiller dataset

Percentage of times a network will have a competitive 3G or 4G plan for users in the KillBiller dataset

Customer spend on iD

If every user in the KillBiller dataset had to select an iD plan, the average price paid will be €20.81 per month (not including handset prices which will vary depending on the handset). 

The cost distribution of the iD plans is outlined in the graph below. The relatively smooth distribution of the graph indicates that iD plans won't target a specific niche, but rather will be suitable for a broad range of people.

At €20.81 per month, the average price paid is approximately €166 cheaper per annum than the billpay monthly Average Revenue Per User (ARPU) according to the latest Irish Communications Regulator figures

Cost distribution for iD plans against users in the KillBiller dataset

Cost distribution for iD plans against users in the KillBiller dataset

Summary

Overall, the introduction of more competition in the Irish market is welcome, particularly as this past year has seen two of the biggest operators in Ireland becoming one (with Three buying O2). 

iD plans will be quite competitively priced upon launch which is positive news for Irish Mobile subscribers. Their competitiveness is particularly strong for 4G plans which is likely to be the preferred network for many new smartphone subscriptions. 

The full report can be downloaded here.

The iD tariff pricing can be viewed in the free KillBiller app for both iPhone and Android:


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