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Page 1
mmC GROUP Strategy Consultants
– Multiple SIM Ownership in Emerging Markets
Multiple SIM Ownership in Emerging Markets:Drivers and Best Strategy
Presentation at the 4th Mobile Pricing Symposium
22 July 2009Cambridge, UK
For further information please contact:Carlos Valdecantos (+34 696 940 221, cva@group-mmc.com)
 
Page 2
mmC GROUP Strategy Consultants
– Multiple SIM Ownership in Emerging Markets
Agenda
What drives multiple SIM ownership?
•
 
Operator factors•
 
Ecosystem factors•
 
Market factors•
 
Society factors
How to address multiple SIM ownership?
 
Page 3
mmC GROUP Strategy Consultants
– Multiple SIM Ownership in Emerging Markets
Rotating the SIMs
The typical modes of multi-SIM usage fall into four cases, the choice of whichdepends on preferences, perceived cost of inconvenience and lifestyle.
Several HandsetsMulti-SIM Handset
MULTIPLE SIM OWNERSHIP > TYPICAL MODES OF USAGE
1.
 
Does not require to switchcards manually.2.
 
Subscriber can keep SIM-locked phones – one for eachoperator.3.
 
Practical limit is 2 – rarely dopeople walk around with 3handsets.1.
 
Convenience of only carryingaround only one handset.2.
 
Cannot receive urgent/emergency calls on SIMsoutside handset.3.
 
Handset must be unlocked.4.
 
Messy card-swappingprocedure.1.
 
Convenience of carrying onlyone handset2.
 
Cards are always on (withlimitations)3.
 
Handset usually moreexpensive and not that easyto find (not enough variety).
NOT EXHAUSTIVE 
Second Device
1.
 
In some cases it is very difficult to remove theSIM card.2.
 
Some devides as netbooks use predominantlythe data connection.3.
 
While the SIM is inserted in a netbook, itcannot receive mobile calls, so using theprimary SIM may mean missed calls.
Car phoneFashionphoneNetbookTypical modes of multi-SIM usage
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