November 11, 2007

iPhone finally hits the UK and Germany

UK: After months of speculation and hype, Apple's iPhone has finally hits the UK and German stores. Ovum has discussed its various features and possible impact on the device market at length elsewhere. However, what does it mean for its operator partners, O2 UK and T-Mobile Germany?

O2 currently leads the UK in terms of connections and in terms of ARPU, and has reported the highest non-voice ARPU for several consecutive quarters. As such, it is a good fit for a device such as the iPhone that focuses so heavily on messaging and Internet services.

O2 is offering the iPhone with an unlimited mobile data tariff, and Ovum would argue that this is a great way for it to raise awareness of mobile data tariffs among its customers. Even if they do not buy an iPhone, the buzz surrounding it may arouse their interest in the mobile Internet. However, we think the strongest benefit for O2 is that the iPhone acts as a key differentiator in a market that has recently seen fierce competition on acquisition and retention.


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