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Key Mobile Operator Strategies in Denmark: Focusing on Broadband, Flexibility, and ARPU

This report analyzes the strategic approaches of major mobile operators in Denmark, emphasizing mobile broadband and customer-centric plans. Trends include budget-friendly options starting from 69 Kr, the implementation of customized service plans, and the promotion of free 3-to-3 calls. Key players like TDC aim to enhance coverage with advanced technologies, targeting LTE and 3G expansions to reach 99% of the population with 150 Mbps. The engagement in competitive customer service strategies and innovative pricing models showcases the operators' commitment to adapting to consumer needs.

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Key Mobile Operator Strategies in Denmark: Focusing on Broadband, Flexibility, and ARPU

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  1. 2012.11.15 Mobile Operator Strategy in Denmark CHENXI xiche@kth.se

  2. Operator Key Strategies 3 Denmark: Mobile Broadband + Budget Highest ARPU Flexibility in Add-on Service Planet 3: Free to Entertainment/News/Game Budget Plan: • Starting from 69Kr: Need to pay for SMS and Data, Free 3 to 3 Call • Multiple Range + Customized Plan • Mobile Broadband: • Promotion on Mobile Broadband • Decent 3G network • Dedicated Data: 69 Kr (1GB): 3G and LTE • Swedish commuter TDC: Company Profile Landline/Fixed broadband/Mobile/TV Most Subscription Service Offer TDC Home+Mobil : Free Weekend Call, Customer Service, 1 Hours Mobile Telefoni og mobil: 5 Phone Bundle Customer Segment and Price Plan TDC: residential premium and business High Subscription Fee + Additional Service - • Leverage with TDC to TDC free mobile call • EU Travel with fare in Denmark • Multi SIM Price Plan Share • TDC Shop and Customer Care Telemore/M1: budget Plan 99Kr=3 Hour (Denmark)+ 500 M + Free SMS Onfone: one simple package 3 Call+Data Plan, 2 Dedicated Data Plan, Real Free Calls

  3. Operator Key Strategies 3 Denmark: Focus more on 3G Network Maximum DL data rate of 42Mbps Cautious with Investment Slow LTE Implementation and low Coverage Spectrum Limited: 2600 M: 2X10MHz+20MHz TDC: Infrastructure and Spectrum World Class Infrastructure • Best Coverage • Target 99% of the population with 150Mbps LTE + 70% of the population with 42Mbps 3G in coming years • Pico/Femto cell, Wifi offloading, VoLTE Heavy Investment In Spectrum 2600 M: 2X20MHz 800M: 2X20MHz Others Customer Relation 300M DKK investment in the coming years No Network Sharing Plan Network Operation are partially joint with 3 Sweden

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