Telefónica Ireland’s 48 MVNO launches Tu Me-focused tariff

19 April 2013

Speakers loud and otherwise. by Les Chatfield, Licences under Creative Commons Attribution

Speakers loud and otherwise. by Les Chatfield, Licenced under Creative Commons Attribution



<i>Telefonicawatch Report #75</i> <b>Extract</b>


Telefónica Ireland’s 48 launches Tu Me focused tariff

48, Telefónica Ireland’s mobile virtual network operator (MVNO) brand that is only available to customers aged between 18 and 22, launched a new tariff called “The Mitch”, which heavily leverages Telefónica’s Tu Me over-the-top (OTT) application.

Priced at EUR15-per-month, the tariff offers 15GB of data (compared with 3GB for the top-priced EUR20-per-month plan), plus just 50 voice minutes and 100 SMS messages. The proposition suggests that, instead of the inclusive calls and messages allowance, customers use the Tu Me app for unlimited calls, picture, and SMS messages. The limitation, of course, is that calls and messages are only inclusive to other Tu Me users, and other calls will come out of customers’ inclusive allowances.

Narrow customer base enables bold experimenting

The offering represents an interesting strategy on the part of 48, and one that is currently only made possible by the strict limitation on customers’ ages.

With the launch of Tu Me (and the more sophisticated Tu Go app), Telefónica has clearly recognised the threat from third-party OTT players; and recent changes to tariff structures around its European markets (see separate reports) underline its recognition that the days of incremental voice minutes as a core source of revenue are numbered.

However, voice minutes do currently represent a significant revenue stream, and the company must play a careful balancing act of developing its customer base of OTT app users, while avoiding premature cannibalisation of traditional voice usage with customers further down the adoption curve still willing to pay for it.

The 48 MVNO seems ideally suited to this purpose — the young customer base is characterised by being budget-conscious, early-adopting, and social media-adept, making them core targets for the Tu Me app. The limitation on customer ages means that older, heavier spending customers cannot substitute their existing, more expensive tariff packages for free Tu Me services.

The company will clearly be hoping that the lure of a very generous data allowance and cheap calls will help rapidly build the Tu Me installed base, while combating the threat of OTT players by building a customer relationship that enables the operator to keep mobile use within its ecosystem. It will then have opportunities to migrate customers to more evolved (and expensive) tariffs once they pass outside 48‘s age range.

[Further reference: The Mitch -- 48, April 2013]


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<b>Contents</b>


Telefonicawatch Report #75 contents

4 Telefónica Group

4 Acquisitions and disposals
4 Telefónica mulling further disposals across Group
4 As debt reduction urgency eases, Group able to consider streamlining
5 Awards and accreditations
6 Telefónica to untangle itself from associates?
6 Legal
6 Telefónica challenge to EC tax decision falters
7 Financial
7 Telefónica repurchases EUR844m in bonds
8 Canadian government fund financing Telefónica
8 Telefónica continues to leverage vendor relationships to raise funds
9 Telefónica Deutschland considers own bond issue
10 Operations
10 Latinoamérica HQ move delayed, division to be re-named
10 New name in pipeline to reflect broader presence
11 People
11 People movement highlights

12 Telefónica Digital

12 Amérigo
12 Telefónica and Kibo Ventures invest in Visualnet
13 Global Video Platform
13 Telefónica selects Mariner for video monitoring
13 Ericsson Mediaroom acquisition could see expansion to mobile
15 Mobile advertising
15 Telefónica Digital targets mobile advertising in LatAm
15 Telefónica I+D
15 Telefónica I+D demos successful FlexiGrid integration
16 OTT
16 TU Me to be pre-loaded on phones in LatAm
16 Telefónica boosts R&D spend, but nature changing

17 Telefónica Global Resources

17 Networks
17 Alcatel-Lucent predicts urban wholesale networks
17 Partners
18 Suppliers
18 TOA Technologies wins workforce management deal

19 Telefónica Latinoamérica

19 Regional developments
19 Telefónica may extend América Móvil sharing agreement
20 Brazil
20 Vivo ties with University of São Paulo on eHealth
21 Vivo partners Sascar for Brazilian fleet management
21 Telefónica to shut down MMDS services
22 Costa Rica
22 Costa Rica considers further spectrum sales
23 Mexico
23 Mexico strengthens telecoms regulation
23 Peru
24 Telefónica selects Ceragon for network backhaul
24 Uruguay
24 Movistar wins 4G spectrum

26 Telefónica Europe

26 Czech Republic
26 ČTÚ revises 4G auction terms
26 New auction terms limit risk of excessive bidding
27 Additional spectrum and compulsory roaming deals support new player
27 Focus on public benefit stressed, but substantial fees still expected
27 Telefónica “disappointed” but pursuing network development despite delays
28 O2 launches “Free” tariffs, begins shift from subsidies
28 New price war underway
29 Shifting tariff structures move away from subsidies and towards data
29 Telefónica and Tesco to launch MVNO
30 Germany
30 G&D supports O2 Wallet service
30 Telefónica ties with Star Communications
31 Windows Phone apps store adds BlueVia payments
31 Telefónica lags rivals in joyn launch
32 Innovation by committee continues to struggle
32 Telefónica favouring speed of working alone
33 Ireland
33 Telefónica becomes AdWords partner
33 48 launches Tu Me-focused tariff
34 Narrow customer base enables bold experimenting
36 Spain
36 Telefónica España restructures management
36 Gilpérez reinforces control of reinvigorated Spanish business
36 Telefónica Digital given executive position
37 Orange and Vodafone agree rival fibre deal
37 Defensive move as Telefónica asserts itself
38 Rival plans backed by regulatory pressure, but incumbent has clear run
39 CMT to ease regulation on promotions
39 CNC accuses CMT of “inconsistent” regulation
40 Banco Sabadell trials NFC payments with Telefónica
40 Telefónica selects OnMobile for Emoción revamp
40 Telefónica launches Spotify Premium
41 Relationship expansion in Europe on legacy services
41 joyn
41 joyn handsets launched in Spain
42 United Kingdom
42 O2 launches Refresh to break handset-contract link
42 Airtime plans reflect benefits of long-term commitment
42 Phone Plan kept separate, and costs made clear
43 Two cost elements to be kept separate
43 Move reflects market trends, and Telefónica strategy
44 Telefónica signs underground deal with Virgin
44 Deal could broaden appeal of Tu Go
45 O2 launches “Joined Up Customer”
46 NAO to review 4G auction as Ofcom publishes bid details
48 O2 Health launches Health at Home
49 Weve partners invest “tens of millions of pounds”
49 O2 launches O2 Train Travel app

50 Associates and investments

50 China Unicom
50 China Unicom revenue jumps 19.0% in FY12
50 Table 1. China Unicom, financial highlights, FY12
52 Telecom Italia
52 TI in talks on Hutchison stake acquisition
53 TI network sale talks continue

54 Index


<b>Index</b>


Telefonicawatch Report #75 index

A

ABC, 38
Alcatel-Lucent, 17, 18
América Móvil, 5, 6, 19, 22, 23, 24, 39
- Claro, 19, 22, 23, 24
Analysys Mason, 46
Anatel, 21
Antel, 24
Apple, 32, 40, 42
- iOS, 16, 21, 26, 44, 49, 52
- iPhone, 42
AT&T, 5
AxisMed, 20, 48

B

Banca IMI, 7
Banco Bilbao Vizcaya Argentaria, 7
Barclays, 7, 53
- Barclays Bank, 53
Blackstone, 4, 5
Bluewater, 45
BSkyB, 48
BT Group, 13, 17, 18

C

CaixaBank, 40
Capita, 42
Cassa Depositi e Prestiti, 52, 53
CBS, 12
CCOO, 37
Ceragon Networks, 24
CFC (Mexico), 23
China Mobile, 50
Citigroup, 7
CMT (Spain), 38, 39
CNC (Spain), 38, 39
Cofetel (Mexico), 23
Comcast, 5
CSL, 50
CTU (Czech Republic), 26, 27, 28

D

Deutsche Telekom, 5, 31, 32
- T-Mobile, 28, 43
- – Czech Republic, 28
– – USA, 43
DirecTV, 23

E

Eircom, 5
Ericsson, 8, 13, 21
European Union, 6
- European Commission, 6, 38, 39, 49
- European Court of Justice, 6
Export Development Canada (EDC), 8

F

Facebook, 31, 44, 49
Fitch, Inc., 9
France Télécom
- Orange, 31, 37, 38, 41
- – Spain, 37, 41

G

Gartner Group, 31
Gemalto, 40
Giesecke & Devrient, 30
Google, 31, 33, 40, 49
- AdWords, 33
- Android, 16, 21, 26, 32, 44, 49, 52
GSM Association (GSMA), 31, 32, 41
- joyn, 31, 32, 41
- Mobile World Congress, 17, 18, 31, 40

H

High Tech Computer Corp. (HTC), 41, 42
Hospital Italiano, 20
Huawei, 16
Hutchison Whampoa, 5, 6, 50, 52, 53
- H3G
- – Three Ireland, 5
– – Three Italia, 52

I

ICE (Costa Rica), 22
Infonetics, 32
Innox, 23
Intesa Sanpaolo, 53
Iusacell, 19

J

Jazztel, 19, 37, 38
Joyn, 31, 32, 41

K

Kibo Ventures, 12

L

LAN, 45
Land Lease, 28
LG, 41
London Underground, 44

M

Mariner, 13
Marks and Spencer, 48
MasterCard, 30, 40
McKinsey & Co, 11
Mediaset, 36
Mediobanca, 53
Microsoft, 13, 21, 31
- Mediaroom, 13, 21
- Windows Phone, 26, 31, 44
- Windows Phone 7, 44
- Xbox, 13
Millicom, 22
Morgan Stanley, 53
Morrisons, 49
Mozilla, 41
- Firefox, 41
- Firefox OS, 41
MusicQubed, 45
MVNOs, 29, 33, 34

N

National Audit Office (UK), 46
National Health Service (UK), 48
NBC, 12
News Corp.
- BSkyB, 48
NII Holdings, Inc., 23
Nike, 49
Nokia, 15, 41, 51, 53
- Lumia, 51
Nokia Siemens Networks, 15, 53

O

OECD, 23
Ofcom (UK), 46
- DMS (formerly MitCo), 53
- MitCo, 53
OnMobile, 40, 41
Orascom
- Wind Telecomunicazioni SpA, 53
Osiptel, 23

P

Polkomtel, 17
PPR S.A. (Pinault-Printemps-Redoute)
- FNAC, 39
Prisa, 36
- Digital+
Canal+, 36

R

Regions
- APAC
- – China, 6, 8, 50, 51
– – Hong Kong, 50, 51, 52
- EMEA
- – Czech Republic, 5, 6, 26, 27, 28, 29, 40, 43
– – Europe, 6, 8, 13, 26, 28, 29, 30, 34, 37, 38, 39, 40, 41, 43, 49
– – France, 21
– – Germany, 9, 30, 31, 32, 40, 43
– – Ireland, 4, 5, 6, 29, 33
– – Italy, 6, 52, 53
– – Norway, 31
– – Poland, 30
– – Russia, 30
– – Slovakia, 40
– – Spain, 6, 8, 9, 10, 13, 19, 20, 21, 28, 31, 32, 36, 37, 38, 39, 40, 41, 43, 52
– – Turkey, 30
– – UK, 16, 17, 19, 20, 29, 40, 42, 44, 45, 46, 48, 49, 53
- Latin America, 4, 6, 8, 10, 11, 15, 16, 19, 20, 22, 24, 36, 39, 40
- – Argentina, 11, 15, 19
– – Brazil, 10, 11, 13, 15, 19, 20, 21, 22, 36, 48, 52, 53
– – Central America, 4, 5
– – Chile, 13, 19, 24
– – Colombia, 4, 6, 11
– – Costa Rica, 4, 22
– – El Salvador, 4
– – Guatemala, 4
– – Mexico, 11, 15, 19, 22, 23, 24
– – Nicaragua, 4
– – Panama, 4, 24
– – Peru, 23, 24
– – Uruguay, 24
– – Venezuela, 24
- North America
- – Canada, 8
Research In Motion, 8
- BlackBerry, 8, 31, 40, 42, 44, 49
Royal Borough of Kensington & Chelsea, 44

S

Sabadell, 40
Salesforce, 52
Samsung, 41, 42
- Galaxy, 42
Sant Joan de Deu, 48
Sascar, 21
Siemens, 15, 53
SK Telecom, 32
SmarTone Telecommunications, 50
Sony, 12, 41, 42
Spotify, 44
Star Communications, 40

T

Technologies
- 2.5G, 21
- 2G, 50, 53
- 3G, 19, 22, 24, 50, 51, 53
- – 3.5G, 51
- 4G
- – LTE, 17, 19, 20, 21, 22, 24, 26, 27, 42, 45, 46, 50, 51, 53
- Bluetooth, 48
- Broadband, 22, 23, 26, 38, 39, 48, 50, 52
- Cloud computing, 52
- eHealth, 20, 48
- GSM, 31, 41, 50, 53
- HSPA+, 51
- IP, 13, 21, 24, 41
- IPTV, 13, 21
- M2M, 21
- MMDS, 21
- NFC, 30, 40, 49
- R&D, 16
- Rich Communications Suite, 31, 32
- SIM, 30, 40
- SMS, 15, 28, 29, 33, 38, 43
- TV, 13, 21, 23, 53
- WCDMA, 22, 51
- WLAN
- – WiFi, 44, 45
Telco SpA, 52
Teleco, 22
Telecom Italia, 6, 52, 53
- Bernabe, Franco, 52
- Patuano, Marco, 53
- Telecom Italia Mobile, 53
- TIM Brasil, 52, 53
Telefónica Group, 4, 6, 7, 8, 9, 10, 16, 17, 18, 19, 22, 24, 27, 31, 51, 52
- Associates and investments
- – China Unicom, 6, 50, 51
– – Telecom Italia, 6, 52, 53
- Atento, 4
- Digital, 11, 12, 13, 15, 16, 20, 21, 30, 31, 32, 36, 39, 40, 41, 48, 49
- – Amérigo, 12
– – BlueVia, 31
– – Direct-To-Bill, 31
– – Health, 48
– – joyn, 31, 32, 41
– – M2M, 21
– – Mobile commerce, 45, 49
– – O2 Media, 33
– – OTT, 13, 16, 32, 33, 34, 41
– – Project Oscar, 49
– – Telefónica I+D, 15, 16
– – Tu, 16, 32, 33, 34, 41, 44
– – Tuenti, 39
– – Tu Go, 16, 32, 34, 41, 44
– – Tu Me, 16, 32, 33, 34, 41
– – Visualnet, 12
– – Wayra, 41
– – Weve, 49
- Directors
- – Linares, Julio, 52
- Europe
- – Czech Republic, 4, 5, 11, 26, 27, 28, 29
– – Germany, 4, 5, 29, 30, 31, 38
– – Ireland, 4, 5, 33
– – O2, 4, 5, 17, 26, 28, 29, 30, 33, 40, 42, 43, 44, 45, 46, 48, 49
– – O2 Media, 33
– – Slovakia, 5
– – Spain, 29, 36, 37, 38, 39, 40, 41, 48
– – Telefónica Deutschland, 9
– – UK, 17, 29, 40, 42, 44, 45, 46, 48, 49
- Executives
- – Abella, Fernando, 36
– – Alierta, César, 22
– – Álvarez-Pallete Lopez, José María, 19, 36
– – Anglada, Salvador, 36
– – Blanco, Enrique, 18
– – Booker, Gary, 44
– – Brown, Alan, 33
– – Calderón, Miguel, 23
– – Carbajo, Cayetano, 24
– – Carvajal, Pablode, 36
– – Chaer, Marcio, 11, 15
– – Della Piazza, Roberto, 21
– – Dentzel, Zaryn, 39
– – Dowd, Ben, 45
– – Dunne, Ronan, 49
– – Empey, Rachel, 9
– – Erdmann, Robert, 31
– – Fernandez-Palacios, Juan, 15
– – Fernández Valbuena, Santiago, 10, 22
– – Figuero, Jesus, 36
– – Flanders, Nikki, 48
– – Fremuth, Jindrich, 11
– – Gayo, Emilio, 36
– – Geyr, Felix, 29
– – Gilpérez López, Luis Miguel, 36
– – Gnoza, Wolfgang, 36
– – Goulu, Juan, 15
– – Gregory, Shaun, 15
– – Gutierrez Manzanares, Javier, 24
– – Herrera, Fernando, 36
– – Homobono, Jose, 36
Le Brocq, James, 49
– – Mackle, Feilim, 42
– – Malvido, Luis Antonio, 27
– – Martin, Luis, 11
– – Mata, Joaquin, 36
– – Pérez-Cossío, Leandro, 16
– – Valente, Antonio Carlos, 22
– – Velo, Luis, 13
– – Vilá, Ángel, 9
- Ex-executives
- – Carrascal, Enrique, 36
- Global Resources, 17
- – Cornerstone Telecommunications Infrastructure, 19
- Latinoamérica, 6, 10, 19, 22, 36, 41
- – Argentina, 20
– – Brazil, 10, 13, 19, 20, 21, 22
– – Mexico, 23, 24
– – Peru, 23, 24
– – Vivo, 11, 13, 15, 20, 21, 36
- Products and services
- – Emoción, 40, 41
– – Fusión, 37, 38
– – Global Video Platform, 13, 21
– – Health at Home, 48
– – Imagenio, 13
– – Joined Up, 45
– – mobile payments, 31
– – mobile ticketing, 49
– – mpass, 30
– – My O2, 26
– – O2 Blue, 29
– – O2 Health, 48
– – O2 Money, 45, 49
– – O2 Neon, 28, 29
– – O2 o, 45
– – O2 Refresh, 29, 42, 43
– – O2 Unify, 45
– – O2 Wallet, 30, 49
– – pay-TV, 21, 23, 36
– – Priority Moments, 45
– – Sonora, 40
– – Türk Telekom Mobile, 30
– – Visual Voicemail, 44
- Telco SpA, 52
- Telefónica Emisiones, 7
- Wayra, 41
Telemar
- Oi, 53
Telenor, 31
Televisa, 23
TeliaSonera, 39
- Yoigo (Xfera), 39
Tesco, 29
- Tesco Mobile, 29
Tigo, 22
TOA Technologies, 18
Tuenti, 39

U

University of Sao Paulo, 30
UOL, 21
Ursec (Uruguay), 24

V

Verizon Communications, 5
- Verizon Wireless, 5
Viettel, 22
Virgin Group, 44
- Virgin Media, 44
Virgin Media, 44
Visa, Inc., 40
- Visa Europe, 40
Vodafone Group, 5, 17, 19, 28, 29, 31, 37, 38, 41, 42, 44, 46, 49, 53
- Czech Republic, 28
- Ireland, 5
- Spain, 37, 41
- UK, 42, 44, 46, 49

W

Westminster City Council, 44
WhatsApp, 41
Wirecard, 30

Z

ZON Multimedia, 13
ZTE, 1


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