Significant price declines in mobile subscriptions have emerged in a slowing market, particularly in Europe and France, due to intense competition among telecom operators. The average cost of mobile plans has dropped substantially, with a 38% reduction year-on-year for plans featuring 10GB. This competitive landscape, influenced by Free’s market entry in 2012, has prompted operators to attract rivals’ subscribers amid stagnant growth. As commitment-free plans rise, operators are diversifying services to adapt to market dynamics.
Significant Price Drops in a Competitive Environment
The notable decline in mobile subscription prices since the start of the year can be attributed to a market facing a slowdown. According to an industry analyst, ‘the only avenue for operators to drive growth is by enticing subscribers away from their competitors.’
This trend is particularly evident in Europe, and more specifically in France, where mobile phone subscription rates remain exceptionally low. The ongoing ‘price war’ among operators in this saturated market has led to continued price reductions.
Online offerings are expanding rapidly, showcasing mobile plans with increasingly lower prices and greater data allowances. As highlighted by the monthly report from the online price comparison platform Ariase, the average cost of a mobile plan featuring 10GB now stands at just 10.68 euros, marking a substantial 38% decrease year-on-year. Additionally, fixed and internet subscription prices have also seen a drop of nearly 13% over the same period, averaging 28.51 euros monthly.
According to Romain Bonenfant, the general director of the French Telecommunications Federation (FFT), ‘overall prices in Europe are still very competitive’ when compared to other regions, especially the United States. France, in particular, benefits from lower rates for both fixed and mobile services.
The major French telecom operators—Orange, Bouygues Telecom, SFR, and Free—along with their respective low-cost subsidiaries Sosh, B&You, and Red by SFR, consistently match and subsequently lower their prices. Sylvain Chevallier, a telecom expert and partner at Bearing Point, notes, ‘we are indeed experiencing an intense phase of price competition, particularly since the summer.’
This competitive landscape has been influenced by Free’s entrance into the market in 2012, which came seven years after SFR, Orange, and Bouygues Telecom were found guilty of illegal collusion.
Market Dynamics and Subscriber Behavior
The steep price reductions this year are largely reflective of a market that is experiencing a slowdown. The latest quarterly report from the Regulatory Authority for Electronic Communications and Posts (Arcep), published in early October, reveals that mobile subscriptions grew from 75.5 million to 76.5 million over the past year. Conversely, fixed subscriptions only saw a 1% increase, which Sylvain Chevallier describes as a ‘negligible’ rise compared to previous years.
Arcep’s findings indicate that the slowdown in mobile plan growth has been present since the fourth quarter of 2022. In a stagnant market, ‘operators must attract subscribers from their rivals to generate growth’, thus prompting further price reductions. This trend is supported by the industry’s structure.
Romain Bonenfant explains, ‘the telecommunications sector operates on a fixed-cost basis.’Once a network is established, acquiring additional customers incurs minimal extra expense.
Customers now enjoy more freedom to switch operators, with the Arcep report noting that the proportion of commitment-free plans has risen to 79% in the second quarter of 2024, up three percentage points from the previous year.
However, the ongoing battle to lower prices does not affect all operators equally. While three out of four major operators reported gains in mobile subscribers during the third quarter, SFR experienced another decline in their subscriber base.
In response to the unpredictable market dynamics, operators are diversifying their services, with a keen focus on emerging technologies. For instance, Orange recently announced the launch of a new artificial intelligence solution for businesses.Analyst Sylvain Chevallier suggests that while prices may not drop significantly, this trend could persist for an extended period.