Study on the International Roaming (SMS & Data) Market in ASEAN Final report

Date:

8th January 2011

Prepared by:

© 2010. Synovate Ltd. All rights reserved. The concepts and ideas submitted to you herein are the intellectual property of Synovate Ltd. They are strictly of confidential nature and are submitted to you under the understanding that they are to be considered by you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including communication to any third party without Synovate’s express prior consent and/or payment of related professional services fees in full.

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Contents
Section A: Study Background 3 Section B: Study Findings 1. ASEAN overview 2. Country-level findings 2.1. Brunei 2.2. Cambodia 2.3. Malaysia 2.4. Singapore 3. Pricing analysis across ASEAN 4. Recommendations 5. Learning from the EU roaming initiative 20 34 48 62 76 87 90 10

Section C: Appendices Appendix 1. Status of 3G network roll-out across ASEAN Appendix 2. Retail offerings for data roaming Appendix 3. Additional pricing analysis for data roaming 97 99 104

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Project Background

Project background and objectives
Task appreciation
 The growth of mobile data usage in Asia has been driven by the advent of 3G and 3.5G services, as well as the increasing prevalence of smart phones in the market place. The increasing importance of data as a emerging growth segment for mobile operators has also been evidenced by the introduction of bundled data roaming pricing plans by regional mobile alliances such as Bridge Alliance and Conexus Mobile Alliance. For example, the Bridge Alliance has recently launched Bridge DataRoam, a capped usage subscription plan which offers a flat-rate pricing structure for data roaming, aimed at delivering greater cost savings and pricing transparency for member users  However, the issue of ‘bill-shock’ is still a key deterrent to data roaming usage. Users may not always be aware of the level of data consumption, and are sometimes caught by hefty phone bills at the end of the month. For example, email and other background applications may trigger large volumes of data downloads without the user’s knowledge  In some cases, high roaming charges may also be due to the pricing structure of the home and visiting operators. For example, the visiting operator may charge the home operator a higher wholesale tariff than what they charge at a retail level to their own customers, while adding to that is the extra mark-up by the home operator on top of these wholesale charges

Study objectives
 This is a Phase 2 study following the completion of Phase 1 in November 2009 on international roaming (voice) market in ASEAN  The study seeks to better understand the international roaming market for SMS and data in ASEAN, in order to formulate appropriate policies or regulatory interventions to better control data roaming prices. The results of the study should therefore address the following objectives: To ascertain the size of the international roaming market for SMS and mobile data in ASEAN To assess roaming charges across ASEAN countries, in particular, how roaming charges are established between operators in ASEAN; the tariff components of the roaming services; the roaming tariffs charged between ASEAN countries To provide recommendations on possible steps to increase transparency in roaming tariffs, and to lower roaming charges where they are excessive

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Scope of engagement
INDUSTRY SEGMENTS International mobile data roaming services  Short Message Services (SMS)  Mobile data (including MMS, GPRS, push email, and mobile broad band services) GEOGRAPHICAL COVERAGE   Brunei Darussalam Cambodia   Philippines Malaysia ASSUMPTIONS  IDA to assist in data collection by sending the questionnaire developed by the consultant to the regulators in the respective countries, as well as coordinating with the regulators to obtain required data points  The pricing analysis in this study will be mainly based on data provided on the questionnaire submitted by each ASEAN country  While checks shall be made by Synovate to ensure the credibility of the data received, the accuracy of the study analysis is subject to the quality of data submitted by the respective countries

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Indonesia Lao PDR Myanmar

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Singapore Thailand Vietnam

INDUSTRY PLAYERS Mobile operators and Mobile Virtual Network Operators (MVNOs)* in the 10 ASEAN countries
*Coverage of MVNOs will be subject to the presence of sizeable MVNO players in the country

ANALYSIS TIME FRAME Current analysis period 2009 – 2010 (based on latest information available)

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Information sources
QUESTIONNAIRES SUBMITTED BY ASEAN OPERATORS Data analysis  The collection of data for the study analysis was mainly facilitated through the administration of a questionnaire (designed by Synovate) to the respective ASEAN countries  As a significant portion of the pricing analysis will be based on the ASEAN network operators’ roaming data – the operators’ cooperation in the provision of such data was deemed to be critical to the success of this project. The questionnaire dissemination and subsequent follow-up was done via the respective regulatory agencies of each country  Only four countries submitted the questionnaire, namely, Brunei Darussalam, Cambodia, Malaysia, and Singapore. Countries which did not submit the questionnaire were Indonesia, Philippines, Thailand, and Vietnam. While, Laos and Myanmar submitted some data, the information was incomplete and was therefore not used in the analysis  Thus, Synovate shall present to the best of our abilities, our analysis and recommendations, based on the available information obtained from the submitted questionnaires Other notes  For consistency purpose, the currency used in this study will be the US Dollar (USD). The USD values presented in this study were converted from the local currencies by the participants who submitted the questionnaires  Pricing information reflected in this report was mostly derived from averaging the data submitted by participating network operators in each country. As such, there may be some degree of variance from the actual market rates, as a result of approximation or averaging during the data analysis process  As majority of the data points obtained from the questionnaire were deemed to be sensitive and therefore only available through the countries’ network operators – the accuracy of data analysis will be subject to the quality of information submitted by the respective countries  All data received shall only be used for the purpose of this study

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g. expressed as a percentage over local retail price © Synovate 2010 7 .Terminology used in this report Outbound roaming  Roaming from the perspective of the home country  E.g. Singapore subscriber roaming in Malaysia – Singapore subscriber is the inbound roamer in Malaysia Inter-operator tariff (IOT)  Wholesale price charged by visiting operator to home country operator (USD per SMS or USD per megabyte) Retail margins Pricing disparity  Difference between roaming retail price and IOT  Difference between roaming retail price and local retail price (for SMS / mobile data). Singapore subscriber roaming in Malaysia – Malaysia is the outbound roaming destination for Singapore subscribers Inbound roaming  Roaming from the perspective of the visiting country  E.

Subscriber in Country A visits Country B (Outbound Country) Country A SMS back home Country A subscriber Country A subscriber Country B Retail charge of roaming SMS paid by Country A subscriber (For SMS sent from Country B to A) Country B Retail charge of local SMS paid by Country B subscriber (For SMS sent from Country B to A) Country B subscriber = Roaming pricing disparity © Synovate 2010 8 .g.Analysis of pricing disparities How do we determine if roaming retail prices are ‘high’ or ‘low’? Roaming retail price .Cost of domestic mobile substitutes = Price disparity 1 Roaming SMS pricing disparity E.

Subscriber in Country A visits Country B (Outbound Country) Country B Roaming mobile data usage in Country B Country A subscriber Retail charge of roaming mobile data paid by Country A subscriber (For usage in Country B) Country A Local mobile data usage in Country A Country A subscriber Retail charge of local mobile data paid by Country A subscriber (For usage in Country A) = Roaming pricing disparity © Synovate 2010 9 .g.Analysis of pricing disparities (cont’d) How do we determine if roaming retail prices are ‘high’ or ‘low’? Roaming retail price .Cost of domestic usage = Price disparity 2 Roaming mobile data pricing disparity E.

ASEAN Overview .

mobile data roaming is still relatively nascent within ASEAN. especially with the proliferation of mobile broadband technologies. to spur greater data usage beyond the domestic front  However. * Wireless Intelligence. However. where contributions of data over total mobile APRU have been increasing by an average of 10% respectively from 2004 .2008  Competition for mobile data revenues is also increasingly focused within the international roaming space. ^AdMob © Synovate 2010 11 . from unlimited to tiered data roaming plans. Network operators are currently experimenting with new retail charging models. Consumers or leisure roamers tend to switch to cheaper options such as local SIM cards or the internet to avoid high data roaming charges Indonesia Malaysia Philippines Singapore Thailand Vietnam Source: GSM World. Asia Pacific is expected to see the largest investment in mobile broadband technologies such as HSPA and HSPA+. with predicted capital expenditure of up to USD 34 billion by 2010  The proliferation of 3G networks across ASEAN has also boosted data consumption by enabling higher capacity and speeds of data transmission (refer to Appendix 1 for details)  The shifting emphasis from voice to data is especially evident in developed markets such as Singapore.Profile of current market landscape across ASEAN Mobile data consumption has been growing significantly in Asia. the market is still largely perceived to be a premium service and is currently limited to mostly corporate users Key market statistics Estimated number of HSPA connections by 2010: 342 million connections worldwide* Key observations  Mobile data usage has seen significant growth in Asia over the past few years. with varying degrees of service adoption and market maturity across the ASEAN countries 20% Other North regions America 48 mn 58 mn Europe 120 mn Asia Pacific 116 mn Smartphone penetration rate in South East Asia (Q4 2009): Percentage penetration in each country^ 78% 66% 56% 44% 33%  Mobile data roaming is still perceived to be a premium service and is mostly limited to corporate users. as a result of rising mobile broadband penetration and smart phone adoption  According to GSMA.

with Malaysia and Singapore accounting for 97.907.907. Malaysia. Singapore and Malaysia account for close to 98 per cent of the overall SMS and mobile data revenues in ASEAN Key mobile statistics across ASEAN countries (2009) Data not provided Data not provided Data not provided Key observations  The market for SMS and mobile data services in ASEAN is currently estimated to be 1. Synovate analysis © Synovate 2010 12 .Profile of current market landscape across ASEAN Mobile voice remains the main source of service revenue for most countries.551. Cambodia.9%* of the overall market * Based on the total revenue contributions of Brunei. and Singapore Data not provided Data not provided • Mobile voice: 94% • Mobile data & SMS: 6% • Mobile voice: 80% • Mobile data & SMS: 20% • Mobile voice: 14% • Mobile data & SMS: 86% Total mobile revenues • Mobile voice: 66% • Mobile data & SMS: 34% Mobile Revenues (USD mn) Voice : 6.7 Mobile data & SMS : 1.5%* of total mobile revenues  Expenditure on SMS and mobile data is generally varied across ASEAN countries.6 mn* which accounts for 22.6 Data not provided Legend Mobile Revenues (USD mn) Voice Mobile data & SMS Note on above diagram: The mobile revenue figures for each country have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators.

Overview of SMS and mobile data developments SMS has been the main driver of mobile usage – however. SMS has been the main driver of mobile usage (currently.0%) Outbound roaming SMS 7. mobile data and SMS services jointly contribute to over 80% of total mobile revenues)  Mobile data service is fast gaining popularity. compared to other ASEAN countries. Although the mobile data market is still relatively nascent. mobile data service has been fast gaining popularity due to the high cost of fixed-line broadband services. MIS Asia. due to its relatively small base of mobile subscribers (Brunei has a total of approximately 0. Brunei currently ranks first amongst Southeast Asian countries in terms of having one of the highest number of web page views per user on the mobile phone .0% Outbound roaming mobile data 1.0% (of 86. A mobile user in Brunei may browse as many as 957 web pages on average each month Mobile data & SMS 86.0%) Mobile voice 14.0% Total mobile revenues Outbound roaming revenues (within ASEAN) Note on above diagram: The mobile revenue figures have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators Source: Brunei Times. which has led to users switching to mobile data^ as a cheaper alternative for internet access. especially with the increasing availability of 3G-enabled phones Notes: * Brunei’s mobile revenues appear to be low. Synovate surveys with ASEAN mobile network operators © Synovate 2010 13 . as well as increasing availability of 3G-enabled phones Revenue contribution of mobile data & SMS services USD (2009)* USD (2009) Key observations on mobile data & SMS developments  SMS dominates data usage.4 million mobile users as of 2009. of which prepaid and postpaid subscribers account for approximately 85% and 15% of the total base respectively ^ According to an article by Brunei Times and MIS Asia. usage has been increasing in recent years. One key driver is the high monthly cost of fixed-line broadband services (up to $300 per month) in Brunei.5% (of 86.

SMS is a relatively mature service offering across Asia. press articles. Synovate interviews © Synovate 2010 Barriers to roaming SMS and mobile data usage SMS  Relative high cost of roaming SMS to local prepaid SMS. E. The cost for mobile data roaming is considerably higher than that of local charges. Widespread roll-out of 3G systems to enhance mobile broadband usage through faster transmission speeds and bandwidth capacity  More competitive retail charging models. Charges for SMS are based on per instance and are therefore easily tracked by the end user Data  Increasing ubiquity of smart phones.Drivers and barriers for data roaming Mobile data roaming has been boosted by the increasing penetration of smart phones. However. especially those with a large prepaid base. A number of countries within Asia. as well as the introduction of more competitive retail pricing models. Rapidly rising phone adoption as a result of falling phone prices and the growing penetration of devices such as Blackberry and iPhone (sales of iPhones in Asia Pacific saw a 500% yearover-year increase in 2009)  Upgrading of mobile networks. versus SGD 0. which increases the risks of ‘bill shock’ 14 .60 for a roaming SMS Data  Prohibitive cost of data roaming. overall usage is still deterred by the high cost of roaming and the potential risk of ‘bill shock’ Drivers for usage within ASEAN SMS  Service familiarity. with aggressive marketing push by regional mobile alliances such as Conexus and Bridge Alliance Source: ABI Research.03) per SMS with a local prepaid card.00 (SGD 0.g. Increasing shift towards unlimited / tiered pricing plans. A Singapore mobile user roaming in the Philippines may pay as low as PHP 1. and is generally perceived to be a cheaper option then voice or mobile data roaming  Growing service accessibility. Roaming may cost about 15 to 50 times the price of local data usage  Poor visibility over data roaming usage and expenditure. has started to roll out prepaid SMS roaming services (some operators also offer free incoming roaming SMS)  Cost visibility. the growing proliferation of 3G networks. Limited measures for the real-time tracking / capping of roaming data usage and expenditure.

mobile alliances have started to offer flat rate mobile data pricing plans. This. users do not have the flexibility to vary their roaming spent according to different usage volumes  In recent years. MMS is usually converted to charges at per KB / MB. per SMS and per KB)  Specific fees are available for services such as MMS Roaming offerings  SMS and mobile data services are often charged by per instance of usage.Retail price trends for data roaming Retail charging models and pricing tend to vary significantly between domestic and roaming usage . which charges a fixed fee for a capped or unlimited usage volume (cap may be measured in MB or GB).g. coupled with the lack of roaming price caps. Unlike most domestic plans. where usage is capped at a fixed fee  While such flat rate packages provide some degree of cost savings and pricing transparency. Excess usage beyond the cap is usually charged by per instance of usage (e. Furthermore.g. can easily result in ‘bill shocks’ Implications Source: Press articles. Synovate interviews and analysis © Synovate 2010 15 . they are limited to selected countries / networks. depending on size of MMS)  Users who are familiar with bundled domestic plans may find it difficult to estimate their data expenditures by per instance usage  While SMS roaming expenditures may be more easily tracked on a per usage basis. most users may not be aware of their data consumption for various mobile data services.mobile users tend to have less flexibility and control over data roaming usage and expenditures Comparison of domestic and roaming retail models Domestic offerings  SMS and mobile data services are usually bundled with other services and charged at a monthly fee  Most operators offer plan-based pricing. any excess usage beyond the cap is usually charged by per instance of usage  There are no specific fees are catered for services such as MMS (e.

For example: SingTel Bridge DataRoam charges USD 1. Bharti Airtel (India) 3. weekly or monthly usage. Globe Telecom (Philippines) Bridge DataRoam  Bridge Alliance launched its flat rate data roaming plans in November 2007.0 USD 60. Singapore Telecommunications (Singapore) 9. with options for daily. Optus (Australia) 8. However.0 USD 30. Advanced Info Service (Thailand) 2. The plan is an add-on subscription to the subscribers’ local mobile data plan Plans Up to 5 MB Up to 15 MB Up to 40 MB Daily USD 10. Hong Kong CSL (Hong Kong) 4. CTM (Macau) 5. Taiwan Mobile (Taiwan) 11.5-2 per MB ( ~SGD 2. SK Telecom (South Korea)  Flat rate pricing is only applicable to roaming within members’ networks. SingTel web site © Synovate 2010 16 .1-2. Any usage above the cap is charged on the prevailing rates of the respective member operators Comparison of alliance pricing with member operators’ pricing  Prices offered by the alliance are cheaper than that of members’ individual offering. Maxis Communications (Malaysia) 7.0 Weekly USD 12. Telkomsel (Indonesia)  Usage limit is on an accumulative basis within the time frame of each plan. the issue of pricing transparency is still not completely addressed as excess usage above the cap may still be charged at the prevailing operator rates Examples of mobile alliances in Asia Overview of alliance members 1.Retail offerings for data roaming Roaming retail charges have become more affordable and ‘predictable’ with the launch of flat rate data plans from alliances such as Bridge Alliance and Conexus.0 6.8) SingTel retail roaming prices SGD 10-30 per MB Benefits of alliance ~ 80% potential savings Source: Bridge Alliance website. Mobile users of alliance members are able to enjoy a single roaming rate to other member networks (as specified by each plan / usage option) 10.5 Monthly USD 15.

Hutchinson web site © Synovate 2010 17 . Bharat Sanchar Nigam Limited (India) 2. KT (South Korea) 6. However.Vinaphone (Vietnam) Comparison with individual providers pricing  Prices offered by the alliance are cheaper than that of members’ individual offering.True Move (Thailand) 11. Smart Communications (Philippines) 9. Indosat (Indonesia) 5.Retail offerings for data roaming (cont’d) Roaming retail charges have become more affordable and ‘predictable’ with the launch of flat rate data plans from alliances such as Bridge Alliance and Conexus. As such. Mahanagar Telephone Nigam Limited (India) 7. whereas Starhub (Singapore) offers SGD 15 (~USD 11) per day Source: Conexus Mobile Alliance website. there is no true ‘unified’ rate that is applied across the alliance  For example. A specific plan for Blackberry users was later rolled out in 2009  Unlike Bridge DataRoam. the ‘flat rate’ charges under the Conexus plan are specific to each member operator. Hutchison Telecommunications International Limited (Hong Kong) 4. FarEasTone (Taiwan) 3. the issue of pricing transparency is still not completely addressed as excess usage above the cap may still be charged at the prevailing operator rates Examples of mobile alliances in Asia Barriers to roaming SMS and mobile data usage Overview of alliance members 1. Hutchinson (Hong Kong) offers a ‘flat’ rate of HK 138 (~USD 18) to its mobile users. NTT Docomo (Japan) 8. Starhub web site. For example: Starhub Conexus charges SGD 15 per day (unlimited) Starhub retail roaming prices SGD 10-30 per MB Benefits of alliance Cost savings with capped usage Mobile data roaming offerings  Conexus introduced its data roaming plan in April 2008. StarHub (Singapore) 10. Charges were based on a pay-per-day flat rate plan.

as well as how to switch off such connections while roaming Users are notified (e.SMS alerts on roaming charges of visiting country are not often provided ? Varies across countries      X X X  Information explaining potential drivers of roaming charges for different services (e. MMS).Alerts on usage are often only available through indirect channels (e. However. rather than direct channels (e.g.g. users are notified via email when they exceed a certain financial / volume of roaming limit. it was observed that some operators do not have information on data roaming charges on their web sites  When queried.g. SMS) . is typically not provided Source: Web sites and service hotlines of selected operators across ASEAN 18 . via SMS or email) when mobile data volume has reached a certain volume / financial limit Roamers are able to track usage and cost incurred Availability of information highlighting drivers of roaming data charges (e. as well as highlight basic risks to note (e. or on additional tariffs. the customer service person will usually explain how mobile data roaming charges are incurred. Users are also able to track their personal usage and expenditure through the providers’ websites or customer service hotlines  However. and the level of comprehensiveness is usually dependent on the initiative and knowledge of the end user: . roaming charges are published on the operators’ websites and are available through the operators’ customer service hotlines. how to switch off automatic downloads when accessing emails)  For most operators.g. information on roaming charges tend to be ‘passively’ provided.Transparency on data roaming prices Extent of pricing transparency for mobile data roaming is still at the baseline level across ASEAN – information provision is often passive and the onus is usually on the end user to find out the applicable roaming usage charges and cost drivers Metrics for evaluating pricing transparency Availability of roaming data charges (price per MB / KB) for various visited countries on home operator’s website Availability of roaming SMS charges (price per SMS) for various visited countries on home operator’s website Roaming charges were available through customer service Users are informed of the risk of automatic and uncontrolled data roaming connection and download. how much data may be transmitted for certain services such as MMS) Users are informed of data roaming charges in visited country via SMS free of charge Users are able to receive additional tariff information via SMS free of charge © Synovate 2010 Increasing access to information on roaming usage charges Available in ASEAN? Analysis of pricing transparency metrics  Generally.g. email).g.

operators with a large domestic market or are more dependent on voice revenues.Inter-operator relations on roaming arrangements Inter-operator cost components form a significant portion of wholesale roaming cost. Operators with inferior network coverage. and the strategic importance of roaming to the operator’s mobile business Cost components for SMS and mobile data roaming A significant portion of wholesale cost for SMS and data roaming is attributed to inter-operator charges 1 Inter-operator tariffs: Wholesale fee charged by the visited network operator to the home network operators for allowing the roaming customer to send SMS or use data services Inter-operator cost components:  Interconnect costs – Connectivity charges paid by home network operator to visited network operator. Although roaming volume is usually the key driver for IOT variances. IOT accounts for the largest source of wholesale cost disparities. The operator with larger roaming volumes would often be able to negotiate for lower IOT rates. quality of network infrastructure. In such cases. Such players may make use of lower IOTs to improve on their competitive offering to visiting operators  Strategic importance of roaming. Typically. Components for data and SMS roaming are GPRS Roaming Exchange (GRX) and Short Message Service Centre (SMCS) respectively  TAP (Transferred Account Procedure) – Mechanism enabling operators to exchange roaming billing data  Data clearing  Wholesale billing 3 Other cost components (home operator):  Network equipment  Software update and configuration Key determinants on inter-operator tariffs (IOT) Drivers of IOT  Volume of outbound roaming traffic. may choose to set high IOTs (regardless of their relative roaming traffic). of which variances may stem from the balance of roaming traffic between networks. Volume commitments through alliance memberships or preferred partnerships may also translate to more favorable IOT rates  Quality of local network infrastructure. tend to attract lower volumes of inbound roamers as a result of poorer user experience. operators may not see the need to offer competitive IOT charges as roaming is not perceived to be an important market for them 2  Retail billing and invoicing  Marketing Source: Synovate interviews and analysis © Synovate 2010 19 . wholesale pricing discounts are bilaterally determined by the balance of roaming volumes between two countries. speed or capacity.

Brunei Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

compared to other ASEAN countries. as well as increasing availability of 3G-enabled phones Revenue contribution of mobile data & SMS services USD (2009)* USD (2009) Key observations on mobile data & SMS developments  SMS dominates data usage. which has led to users switching to mobile data^ as a cheaper alternative for internet access. SMS has been the main driver of mobile usage (currently. mobile data and SMS services jointly contribute to over 80% of total mobile revenues)  Mobile data service is fast gaining popularity.4 million mobile users as of 2009.0% Total mobile revenues Outbound roaming revenues (within ASEAN) Note on above diagram: The mobile revenue figures have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators Source: Brunei Times. MIS Asia. One key driver is the high monthly cost of fixed-line broadband services (up to $300 per month) in Brunei. usage has been increasing in recent years.0% Outbound roaming mobile data 1. especially with the increasing availability of 3G-enabled phones Notes: * Brunei’s mobile revenues appear to be low.0% (of 86. Although the mobile data market is still relatively nascent. Synovate surveys with ASEAN mobile network operators © Synovate 2010 21 .0%) Mobile voice 14. due to its relatively small base of mobile subscribers (Brunei has a total of approximately 0. A mobile user in Brunei may browse as many as 957 web pages on average each month Mobile data & SMS 86.Overview of SMS and mobile data developments SMS has been the main driver of mobile usage – however.5% (of 86. of which prepaid and postpaid subscribers account for approximately 85% and 15% of the total base respectively ^ According to an article by Brunei Times and MIS Asia.0%) Outbound roaming SMS 7. Brunei currently ranks first amongst Southeast Asian countries in terms of having one of the highest number of web page views per user on the mobile phone . mobile data service has been fast gaining popularity due to the high cost of fixed-line broadband services.

Overview of SMS and mobile data developments Pricing models for SMS and mobile data roaming are mainly on a per-instance usage basis. • Charging intervals also vary within the same roaming destination. which may vary by intervals ranging from 1 kilobyte to 1 megabyte (for different roaming destinations • Charging intervals also vary within the same roaming destination. Pricing intervals for mobile data seem to vary significantly with different network operators within the same roaming destination Mobile operators B-Mobile Charging models for roaming SMS • Charges per SMS Charging models for roaming mobile data • Charges per instance of usage. Brunei’s mobile data roaming rates seem to vary significantly with various network operators within the same destination . depending on the network operator which the roamer logs on to DSTCom • Charges per SMS • Charges per instance of usage. Operator websites © Synovate 2010 22 . Brunei has yet to participate in such roaming arrangements  In addition. depending on the network operator which the roamer logs on to Source: Synovate surveys with ASEAN mobile network operators. which may vary by intervals ranging from 1 kilobyte to 1 megabyte (for different roaming destinations Key observations on pricing trends  Pricing models for SMS and mobile data roaming are mainly on a per-instance usage basis  While a growing number of network operators across ASEAN has started to provide flat rate or unlimited regional mobile data offerings via mobile alliances or roaming partnerships.

Brunei Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

05 0.30 $0. Pricing disparity: Estimated by taking the difference between the average retail charge of roaming SMS and the average retail charge of local SMS Source: Synovate surveys with ASEAN mobile network operators.00 Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 0.60 $0.34 0. For Indonesia.11 0.10 0.36 0.39 0. Average retail charge of local SMS: Prices are derived by averaging the minimum and maximum local rates charged to subscribers when sending SMS to overseas locations 3.Analysis of SMS roaming charges Pricing disparity between local and roaming SMS charges is especially significant in destinations such as Indonesia.50 0.22 0.40 $0.59 $0.47 0.80 Outbound Roaming Destinations Difference between roaming & local charges 800% 700% $0.10 $0. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the roaming subscribers of selected mobile network operators 2. Synovate analysis © Synovate 2010 24 .20 $0.22 0.62 600% 500% 400% 300% 200% 100% 0% Average retail charge of local SMS Average retail charge of roaming SMS Pricing disparity between roaming and local SMS charges Notes: 1.70 0.15 0.78 $0.45 0. the high price disparity may be partially attributed to its relatively low local SMS retail rates Pricing comparisons between roaming SMS retail charges & domestic SMS retail charges (Brunei roamer travelling to ASEAN destinations) USD per SMS $0.10 0.09 0. Laos and Malaysia.

33 Outbound roaming destinations 0.19 0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.70 $0. Laos’ pricing disparity seems to be mainly attributed to its wholesale tariff.24 0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.35 0.60 $0.30 $0.45 0.22 0.23 0. In particular.00 Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 0. which is the highest amongst ASEAN countries Pricing comparisons between roaming SMS retail charges & wholesale charges (Brunei roamer travelling to ASEAN destinations) USD per SMS $0.25 0.25 0.37 0.20 $0.90 $0.25 0.50 $0. Average wholesale tariff of roaming SMS across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.Analysis of SMS roaming charges Wholesale tariffs appear to be rather varied across roaming destinations.11 0.15 Average wholesale tariff of local SMS Average retail margin of roaming SMS Average wholesale tariff of roaming SMS across ASEAN Notes: 1.80 $0. Synovate analysis © Synovate 2010 25 .10 $0.1 0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.23 0.40 $0.28 0.

25 0.28 0.25 0.23 0. Average retail margin of roaming SMS across ASEAN: Based on the average of retail margins charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.37 0.23 0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.80 $0.19 0. Synovate analysis © Synovate 2010 26 .40 $0.45 Outbound roaming destinations 0.90 $0.Analysis of SMS roaming charges Retail margins seem to be fairly consistent across most destinations – with the exception of Laos. which seems to have especially high retail mark-up Pricing analysis of roaming SMS retail margins (Brunei roamer travelling to ASEAN destinations) USD per SMS $0.20 $0.11 $0.30 $0.15 Average retail margin of roaming SMS Average wholesale tariff of local SMS Average retail margin across ASEAN Notes: 1. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.25 0.10 0.22 0.50 $0.70 $0.24 0.00 Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 0.33 0.35 0.60 $0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4.10 0.

SMS roaming charges High wholesale tariffs seem to be the main driver of price disparities between roaming and local SMS charges for most destinations Analysis of pricing disparities for roaming SMS (Brunei roamer travelling to ASEAN destinations) Percentage 700% 600% 532% 521% Outbound roaming destinations 697% High pricing disparities 500% 400% 300% 327% 300% 200% 100% 180% 161% 60% 63% 100% 31% 69% 70% 30% 42% 58% 41% 59% 49% 51% 40% 60% 40% 38% 0% Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 27 .Summary of findings .

70 $0.928 $0.34 $0.30 $0.SMS Comparison of roaming volumes versus roaming retail charges (Brunei roamer travelling to ASEAN destinations) Number of messages 6.000.10 58.000 $0.480 417.80 $0.62 $0.59 3.086 125.000 4. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators © Synovate 2010 28 .000 1.000.39 $0.000.00 SMS roaming volumes Average retail charge of roaming SMS Notes: 1.000.000 5.40 $0.78 $0.000.47 $0.90 $0.894.45 2.Roaming volume versus pricing analysis .60 $0.741 0 Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 558.50 $0.514 198 $0.553 $0.000 Outbound roaming destinations USD per SMS 5.809 $0.20 391.36 $0.000.000 1.

averaging at about 14. While the pricing disparities across most destinations tend to fall around the range of 8.2 0.Analysis of mobile data roaming charges Pricing disparities for mobile data roaming charges appear to be especially significant in Brunei.2 0. Synovate analysis © Synovate 2010 29 .2 0.4 $10 12. partly due to the very low local data charges. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3.5 $15 13. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2.2 8000% 11.2 0.0 0.000 per cent Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Brunei roamer travelling to ASEAN destinations) USD per megabyte $25 Note: Data on Laos was not provided Outbound Roaming Destinations Difference between roaming & local charges 16000% 14000% $20 12000% 22. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators (data on Laos was not provided in the questionnaire submitted by Brunei).2 2000% 0% Average retail charge of local mobile data in Brunei Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data Notes: 1.2 14.000 per cent.2 $0 Cambodia Indonesia Malaysia Philippines Singapore Thailand Vietnam 0. Thailand’s disparity was exceptionally high.6 6000% 4000% $5 10000% 15.8 15.2 0.

Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators (data on Laos was not provided in the questionnaire submitted by Brunei).3 Vietnam Average wholesale tariff of mobile data Average retail margin of roaming mobile data Average wholesale tariff of roaming mobile data across ASEAN Notes: 1.5 $0 Cambodia Indonesia Malaysia Philippines Singapore Thailand 8.9 0.3 5.2 11.Analysis of mobile data roaming charges Wholesale tariffs appear to be widely varied across destinations – with countries such as Indonesia and Philippines displaying especially high rates Pricing comparisons between roaming mobile data retail charges & wholesale charges (Brunei roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound roaming destinations Average retail rate of local data in Brunei = $0.0 $5 12.3 8.2 $15 15. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3. Synovate analysis © Synovate 2010 30 .9 7.3 2.3 2.2 5. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.2 10.20 per megabyte $20 0.2 $10 15.

2 $15 5.0 12.3 8.2 Singapore Thailand 2.Analysis of mobile data roaming charges Similarly.3 Malaysia Philippines 0.9 Vietnam Average retail margin of roaming mobile data Average wholesale tariff of mobile data Average retail margin of roaming mobile data across ASEAN Notes: 1.3 11. retail margins also reflect a diverse range. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.2 2.20 per megabyte $20 7.2 $0 Cambodia Indonesia 10. with the mark-up for Thailand being exceptionally high Pricing analysis of roaming mobile data retail margins (Brunei roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound roaming destinations Average retail rate of local data in Brunei = $0.3 0. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4. Synovate analysis © Synovate 2010 31 .3 $5 5. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators (data on Laos was not provided in the questionnaire submitted by Brunei).9 15.2 15. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3.5 $10 8.

Synovate analysis © Synovate 2010 32 . resulting in its especially significant pricing disparity Analysis of pricing disparities for roaming data (Brunei roamer travelling to ASEAN destinations) Percentage Outbound roaming destinations Note: Graph is not drawn to scale due to the wide range of percentages 16000% 14000% 12000% 10413% 10045% 14881% 10000% 8000% 6000% 4000% 2000% 8836% 9362% 8311% 7259% 39% 61% 3% 97% 65% 35% 1% 99% 20% 80% 68% 32% 21% 79% 0% Cambodia Indonesia Malaysia Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Cambodia Indonesia Malaysia Philippines Singapore Thailand Vietnam        Source: Synovate surveys with ASEAN mobile network operators (data on Laos was not provided in the questionnaire submitted by Brunei).Summary of findings . where the retail margin was observed to be unusually high. The exception is Thailand.data roaming charges Pricing disparities between roaming and local mobile data charges are mainly caused by relatively high wholesale tariffs occurred across most destinations.

0 $14.000 2.00 441 0 No data provided Thailand Vietnam $0.4 2.data Comparison of roaming volumes versus roaming retail charges (Brunei roamer travelling to ASEAN destinations) Megabytes Outbound roaming destinations USD per Mb 6.6 626 0 No data provided Indonesia Lao PDR Malaysia 191 Philippines Singapore $5.000 5.00 Cambodia Roaming data volumes Retail charge of roaming mobile data Notes: 1.2 $13.703 $11.00 $12.5 4.2 $10.8 3.00 $20.000 $22.Roaming volume versus pricing analysis .000 0 No data 0 provided $15. Synovate analysis © Synovate 2010 33 . Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.000 1.00 $15.00 $15.000 $25.327 5.

Cambodia Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

8% (of 4.Overview of SMS and mobile data developments Mobile revenues in Cambodia are dominated by voice services as most phones do not support texting in the local Khmer language.0%) 4.0% Total mobile revenues Outbound roaming revenues (within ASEAN) Note on above diagram: The mobile revenue figures have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators Source: Business Monitor International.2% (of 4. even though network operators have started to implement HSDPA networks  Local mobile data usage is expected to increase with the emergence of aggressive pricing plans. These plans may be tiered by various usage volumes (i. Paul Budde Communications. Ministry of Post and Telecommunications. Data services currently account for a marginal portion of mobile revenues: – SMS usage is still relatively low as one of the key barriers has been the inability to text in the local Khmer language. weekly. or unlimited) and may be priced as low as USD 1 per day USD (2009) USD (2009) Outbound roaming mobile data 0. monthly. as most mobile phones do not support this feature – Mobile data consumption has also been relatively limited due to the low take-up of 3G subscriptions. daily. However. Operators have started to offer more cost-effective bundled price plans to boost local mobile data usage.e. Synovate interviews with operators © Synovate 2010 35 .0% Mobile data & SMS Mobile voice 96.0%) Outbound roaming SMS 0. local mobile data usage is expected to increase with the emergence of aggressive pricing plans Revenue contribution of mobile data & SMS services Key observations on mobile data & SMS developments  Voice services still account for the bulk of mobile revenues.

Operator websites © Synovate 2010 36 . while Hello Axiata has been one of the few players to offer an unlimited data roaming plan to its subscribers. Robi Axiata (Bangladesh) M Fone (CamShin) • Charges per SMS • Charges per instance of usage. with significant variances in terms of charging intervals Mobile operators Mobitel (CamGSM) Charging models for roaming SMS • Charges per SMS Charging models for roaming mobile data • Charges per 1 kilobyte Key observations on pricing trends  Pricing models for roaming SMS have remained relatively unchanged over the past few years  Pricing models for mobile data roaming seem to be disparate across Cambodian operators. Dialog Axiata (Sri Lanka). such as Celcom (Malaysia). which may vary by intervals ranging from 1 kilobyte to 1 megabyte (for different roaming destinations) • Charges per 1 megabyte • Discounted rates for subscribers who roam with either Viettel Vietnam or Viettel Laos within Indo-China MetFone (Viettel) • Charges per SMS Hello Axiata • Charges per SMS • Charges per 1 kilobyte • Unlimited data roaming at a daily fixed fee with selected network operators under the Axiata group* Smart Moblie (Latelz) • Charges per SMS • Charges per 25 kilobytes Source: Synovate surveys with ASEAN mobile network operators. this offering is confined to its affiliated operator networks under the Axiata Group Notes: *Unlimited data roaming at a daily fixed fee is available for subscribers who roam on affiliated operator networks under the Axiata Group. For example. Indonesia XL Axiata (Indonesia).Overview of SMS and mobile data developments Mobile data roaming services are mostly charged by per instance of usage – however. pricing models are highly disparate across network operators. M1 (Singapore). charging intervals may vary by as much as 1 kilobyte to 1 megabyte (for the same roaming destination)  The concept of flat rate or unlimited data roaming is still relatively nascent in the market. For example.

Cambodia Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

30 $0.00 Brunei Indonesia Lao PDR 0.Analysis of SMS roaming charges Pricing disparity between local and roaming SMS rates generally ranges between 100 to 200 per cent.40 $0.11 0.10 0.05 0.15 300% 0. Average retail charge of local SMS: Prices are derived by averaging the minimum and maximum local rates charged to subscribers when sending SMS to overseas locations 3.22 0.32 200% 100% 0% Malaysia Philippines Singapore Thailand Vietnam Average retail charge of local SMS Average retail charge of roaming SMS Pricing disparity between roaming and local SMS charges Notes: 1.76 0.39 0.50 $0.15 0.65 700% 600% 0.20 0.41 0.22 0.70 $0. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the roaming subscribers of selected mobile network operators 2. Pricing disparity: Estimated by taking the difference between the average retail charge of roaming SMS and the average retail charge of local SMS Source: Synovate surveys with ASEAN mobile network operators.80 Outbound Roaming Destinations Difference between roaming & local charges 800% $0.57 500% 400% $0. Synovate analysis © Synovate 2010 38 .10 $0.60 0. with the exception of Laos and Malaysia.40 0.20 $0.10 0. where the price differential may be as high as 500 to over 600 per cent Pricing comparisons between roaming SMS retail charges & domestic SMS retail charges (Cambodian roamer travelling to ASEAN destinations) USD per SMS $0.

20 0.28 0.09 0.15 0. Pricing comparisons between roaming SMS retail charges & wholesale charges (Cambodian roamer travelling to ASEAN destinations) USD per SMS $0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.45 0.24 0.13 $0.60 $0.25 0.35 0.80 $0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4. Average wholesale tariff of roaming SMS across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.30 $0.Analysis of SMS roaming charges In addition to having the most significant pricing disparities. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.37 0.00 Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 0.17 0.31 Outbound roaming destinations Average wholesale tariff of local SMS Average retail margin of roaming SMS Average wholesale tariff of roaming SMS across ASEAN Notes: 1. Laos was also observed to have the highest wholesale tariffs for roaming SMS amongst ASEAN countries….10 0. Synovate analysis © Synovate 2010 39 .11 $0.15 0.40 0.50 0.70 $0.22 $0.28 $0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.15 0.

35 0. Average retail margin of roaming SMS across ASEAN: Based on the average of retail margins charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.11 $0.15 0.13 0.28 0.31 0.30 $0.00 Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam 0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.45 $0.24 0.15 0. retail margins charged to subscribers who roam in Laos are also amongst the highest. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.15 0.40 $0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4.10 $0.interestingly.28 0.Analysis of SMS roaming charges ….22 0.09 Average retail margin of roaming SMS Average wholesale tariff of local SMS Average retail margin across ASEAN Notes: 1.60 0.50 $0.80 $0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.17 0.37 Outbound roaming destinations 0. compared to other destinations Pricing analysis of roaming SMS retail margins (Cambodian roamer travelling to ASEAN destinations) USD per SMS $0.20 0.25 0.70 $0. Synovate analysis © Synovate 2010 40 .

Synovate analysis © Synovate 2010 41 . wholesale tariffs account for the bulk of roaming retail charges and may be attributed as one of the key drivers for Cambodia’s significant pricing disparities Analysis of pricing disparities for roaming SMS (Cambodian roamer travelling to ASEAN destinations) Percentage 700% 600% 500% 676% Outbound roaming destinations High pricing disparities 500% 400% 300% 200% 100% 31% 173% 75% 25% 73% 272% 264% 193% 114% 69% 44% 56% 57% 43% 38% 63% 33% 68% 24% 76% 51% 49% 0% Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators.SMS roaming charges Generally.Summary of findings .

Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.303 15.442 $0.80 $0.000 $0.823 $0.39 58.000 626 0 Brunei Indonesia Lao PDR $0.10 $0.000 75.40 $0.277 10.000 125.57 $0.113 $0.152 $0.70 $0.32 56.76 Outbound roaming destinations USD per SMS 140.40 54.SMS Comparison of roaming volumes versus roaming retail charges (Cambodian roamer travelling to ASEAN destinations) Number of messages 150.00 Malaysia Philippines Singapore Thailand Vietnam SMS roaming volumes Average retail charge of roaming SMS Notes: 1.50 $0.20 30.41 50.000 100.65 $0.Roaming volume versus pricing analysis .693 $0.000 25.20 $0. Synovate analysis © Synovate 2010 42 .60 $0.30 $0.

1 20000% 16.1 Singapore 0. Roaming retail charges are also highly varied across destinations.1 Thailand 0.1 $0 3.1 Lao PDR 0. resulting in a wide spread of pricing disparities.1 Philippines 0. Synovate analysis © Synovate 2010 43 . partly due to the very low local data charges. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3.000 per cent Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Cambodian roamer travelling to ASEAN destinations) USD per megabyte $30 Outbound Roaming Destinations Highest roaming volumes but retail charge is relatively high Difference between roaming & local charges 30000% 25000% 24.000 per cent to over 20.1 Malaysia 0.7 5000% $25 $20 $15 $10 10.1 0. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.0 17.9 14.2 $5 0. ranging from 2.1 0% Vietnam Brunei Average retail charge of local mobile data in Cambodia Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data Notes: 1.1 Indonesia 0.4 15000% 10000% 9.Analysis of mobile data roaming charges Pricing disparities for mobile data roaming charges are especially pronounced in Cambodia.1 22.

0 2. Synovate analysis © Synovate 2010 44 .8 $0 Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Average wholesale tariff of mobile data Average retail margin of roaming mobile data Average wholesale tariff of roaming mobile data across ASEAN Notes: 1.Analysis of mobile data roaming charges Wholesale tariffs are highly varied across roaming destinations.0 Brunei 7.3 10.9 11. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.6 14. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.0 2. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3.4 7.2 2.1 $5 1.10 per megabyte $20 9.6 6.3 7.2 14.7 9.7 $15 7. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4.8 $10 3. with the highest and lowest average tariff rates differing by over 600 per cent Pricing comparisons between roaming mobile data retail charges & wholesale charges (Cambodian roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound roaming destinations Average retail rate of local data in Cambodia = $0.

Synovate analysis © Synovate 2010 45 .0 Brunei 3. which seems to be the most expensive in terms of both wholesale and retail margin charges Pricing analysis of roaming mobile data retail margins (Cambodian roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound roaming destinations High IOT –high retail mark-up Average retail rate of local data in Cambodia = $0.2 9. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.3 10.0 2. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.Analysis of mobile data roaming charges Destinations with high wholesale tariffs also appear to have significant retail margins – especially for Thailand.8 Malaysia Philippines 2.1 Indonesia Lao PDR 7.7 $15 14.1 1.6 7.4 7. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4.7 $0 2.9 $10 7.3 9.6 Singapore Thailand 6.2 $5 11.10 per megabyte $20 14. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.8 Vietnam Average retail margin of roaming mobile data Average wholesale tariff of mobile data Average retail margin of roaming mobile data across ASEAN Notes: 1.

coupled with high wholesale tariffs. Synovate analysis © Synovate 2010 46 . have attributed to the significant price differences between local and roaming charges Analysis of pricing disparities for roaming data (Cambodian roamer travelling to ASEAN destinations Percentage 25000% 21916% Outbound roaming destinations Note: Graph is not drawn to scale due to the wide range of percentages 23964% 20000% 17820% 16284% 15000% 10140% 13980% 10000% 9628% 5000% 2972% 33% 67% 30% 70% 35% 65% 39% 61% 20% 80% 26% 74% 39% 61% 42% 58% 0% Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators.data roaming charges Low local mobile data rates.Summary of findings .

00 Brunei Roaming data volumes Retail charge of roaming mobile data Notes: 1.00 $25.92 14.data Comparison of roaming volumes versus roaming retail charges (Cambodian roamer travelling to ASEAN destinations) Megabytes Outbound roaming destinations USD per Mb 1. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.73 $10.00 261 $20.00 Philippines Singapore Thailand Vietnam $5.000 24.02 17.00 22.06 800 600 400 10.00 565 16.033 1.08 200 98 26 Indonesia Lao PDR Malaysia 7 $0.200 1.00 $15. Synovate analysis © Synovate 2010 47 .07 No data0 provided $30.24 200 0 3.38 9.Roaming volume versus pricing analysis .

Malaysia Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

While SMS remains as one of the key driver of data revenues. almost triple the 7% growth seen for overall data revenue over the same period ^ According to Pyramid Research.2%) Outbound roaming SMS 0.e. In 2009.Overview of SMS and mobile data developments Malaysia ranks as one of the top users of mobile services in Asia. as of end September 2009.7% of total mobile revenue. up from 28. network operators are looking to boost data consumption with numerous attractive promotions Revenue contribution of mobile data & SMS services Key observations on mobile data & SMS developments  SMS dominates data usage.2% Outbound roaming mobile data 0. The contribution of mobile data to total mobile revenues has been rising vis-à-vis that of SMS*. based on the SMS traffic sent during the Christmas and New Year period in 2008. SMS comprised about 78% of data revenues. Maxis. the country ranks third in the Asia with over 1bn messages sent. while 22% was accounted by mobile internet services  Mobile data services are fast gaining traction. Similarly. mobile data is estimated to account for 45% of total mobile revenues by 2014 Mobile data & SMS 20. mobile data revenue contributed 31.5% in the corresponding period last year.8% (of 20. DiGi said it had seen a 19% y-o-y growth in revenue from advanced data services (non-SMS) as of 3Q2009. Malaysian Communications & Multimedia Commission 49 . most data roaming offerings are still based on a per instance usage. Demand for mobile data is expected to grow over the next five years^ .8% Total mobile revenues Outbound roaming revenues (within ASEAN) Note on above diagram: The mobile revenue figures have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators © Synovate 2010 Source: Business Monitor International. However.2%) Mobile voice 79. For example. Network operators (i. and Digi) have started offering flat rate data roaming to selected countries.4% (of 20. largely due to the country’s high service adoption and network operators’ increasing technological advancements. Malaysia has one of the highest usage of SMS within Asia Pacific. with flat rate pricing being provided on a promotional basis Notes: * According to Maxis. Celcom.especially with the increasing take-up of mobile broadband services as network operators upgrade and expand their 3G networks  Competition heats up in data roaming segment.

to capped or unlimited roaming plans. as evidenced by the recent roll-out of ‘flat rate’ and ‘unlimited’ price promotions Mobile operators Charging models for roaming SMS Charging models for roaming mobile data Key observations on pricing trends  Pricing models for roaming SMS (mainly on a per instance usage basis) have remained relatively unchanged over the past few years  For mobile data roaming. India & Thailand) and RM0. and are mostly offered on a promotional basis (with selected countries / roaming partners) Maxis • Charges per SMS • Charges per 10 kilobytes • Capped roaming plan available under Bridge Alliance network and selected network operators • Differentiated data roaming pricing for Blackberry users (who enjoy discounted GPRS rates) Celcom • Charges per SMS • Charges per 20 kilobytes • Unlimited data roaming at a daily fixed fee with selected ASEAN network operators (promotional basis only#) DiGi • Charges per SMS • Flat rate charges (per SMS) across several locations^ • Charges per 10 kilobytes • Capped daily data roaming rate across several countries (selected locations within Asia and Australia enjoy cheaper rates*) Notes: # Celcom subscribers are able to enjoy unlimited data roaming at a daily fee of RM 38 (per day) with selected network operators within Asia Pacific. prices have become increasingly competitive as operators start to shift from per instance of usage pricing (charges per MB). Pricing is only available on a promotional basis (till the end of 2010) *DiGi subscribers are able to enjoy unlimited data roaming at a daily fee of RM 36 (per day) with selected network operators within six countries in Asia and Australia.20 per SMS (Indonesia. Singapore. Philippines. China.50 per SMS (other countries) Source: Synovate surveys with ASEAN mobile network operators © Synovate 2010 50 . Bangladesh.  However.RM0. capped or unlimited data roaming price plans are still fairly new in the market. Nepal.Overview of SMS and mobile data developments Malaysian operators have become increasingly aggressive in marketing their mobile data roaming services. Pricing is only available on a promotional basis ^ Digi subscribers are able to enjoy two tiers of flat rates for roaming SMS .

Malaysia Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

00 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam 0.09 0.10 $0.37 300% 200% 100% 0. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the roaming subscribers of selected mobile network operators 2.50 $0. Pricing disparity: Estimated by taking the difference between the average retail charge of roaming SMS and the average retail charge of local SMS Source: Synovate surveys with ASEAN mobile network operators.36 0% Average retail charge of local SMS Average retail charge of roaming SMS Pricing disparity between roaming and local SMS charges Notes: 1.40 $0.05 0.80 Outbound Roaming Destinations Difference between roaming & local charges 800% 700% 600% 500% $0.15 0.Analysis of SMS roaming charges Pricing disparity between local and roaming SMS rates averages at around 250 per cent.41 0. Average retail charge of local SMS: Prices are derived by averaging the minimum and maximum local rates charged to subscribers when sending SMS to overseas locations 3. with Indonesia and Laos showing the highest price differential Pricing comparisons between roaming SMS retail charges & domestic SMS retail charges (Malaysian roamer travelling to ASEAN destinations) USD per SMS $0.34 0.20 $0.22 0.10 0.15 0.22 0.40 0.39 0. Synovate analysis © Synovate 2010 52 .30 $0.60 $0.52 400% 0.70 $0.11 0.40 0.

25 0.39 0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4.15 0.22 0.20 0.13 $0.13 $0.20 0.08 0. Synovate analysis © Synovate 2010 53 .17 0.Analysis of SMS roaming charges Retail pricing seems to be mainly driven by wholesale tariffs – which account for more than 50 per cent of average retail rates for most roaming destinations Pricing comparisons between roaming SMS retail charges & wholesale charges (Malaysian roamer travelling to ASEAN destinations) USD per SMS $0.27 0.26 0.18 Outbound roaming destinations Average wholesale tariff of local SMS Average retail margin of roaming SMS Average wholesale tariff of roaming SMS across ASEAN Notes: 1.19 0.30 $0.50 0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3. Average wholesale tariff of roaming SMS across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.60 $0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.15 0.10 $0.29 $0.40 0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.13 0.00 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam 0.

00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam 0. Synovate analysis © Synovate 2010 54 .22 0.50 $0.60 $0.13 $0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.15 0.2 0.13 Low IOT –high retail mark-up Low IOT –high retail mark-up Outbound roaming destinations 0.18 0. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4. Destinations with relatively low wholesale tariffs seem to have especially high retail mark-ups Pricing analysis of roaming SMS retail margins (Malaysian roamer travelling to ASEAN destinations) USD per SMS $0.19 0.10 0.08 Average retail margin of roaming SMS Average wholesale tariff of local SMS Average retail margin across ASEAN Notes: 1.13 0.15 0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.29 0. roaming retail mark-ups account for about 40 per cent of retail charges.20 $0.39 0.Analysis of SMS roaming charges On average.26 0. Average retail margin of roaming SMS across ASEAN: Based on the average of retail margins charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.30 $0.40 $0.17 0.25 0.27 0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.

Summary of findings . the disparity may be partially attributed to the relative low retail rates of local SMS Analysis of pricing disparities for roaming SMS (Malaysian roamer travelling to ASEAN destinations) Percentage 600% 500% 431% Outbound roaming destinations 569% Highest pricing disparity 400% 333% 300% 200% 100% 31% 173% 264% 148% 69% 75% 43% 25% 78% 38% 63% 33% 68% 76% 51% 49% 24% 44% 56% 57% 53% 0% Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators.SMS roaming charges Roaming charges are significantly higher than that of local SMS retail charges – pricing disparities are mainly driven by relatively high wholesale tariffs for most roaming destinations . Synovate analysis © Synovate 2010 55 . For Indonesia.

40 $0. Synovate analysis © Synovate 2010 56 .52 5.000.00 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam $0.39 $0.000 $0.000.60 $0.000.000 10.Roaming volume versus pricing analysis .600 SMS roaming volumes Average retail charge of roaming SMS Notes: 1. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.700 $0.000 0 1.000.741.000 $0.915.36 Outbound roaming destinations USD per SMS $0.400 20.500 1.37 $0.000 25.089.000 $0.600 $0.727.956.SMS Comparison of roaming volumes versus roaming retail charges (Malaysian roamer travelling to ASEAN destinations) Number of messages 30.50 $0.34 $0.400 160.938.000.41 15.000 21.500 715.40 $0.30 $0.40 15.20 5.000.10 1.

5 1.5 $0 Brunei 1.5 1.5 1. with differences averaging at over 800 per cent Pricing comparisons between roaming mobile data retail charges & home country mobile data retail charges (Malaysian roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound Roaming Destinations Difference between roaming & local charges 1400% 1200% $20 20.3 $10 12. Synovate analysis © Synovate 2010 57 .4 1000% 800% 13. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.3 600% 400% $5 1.5 18.5 200% 0% Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam Average retail charge of local mobile data in Malaysia Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data Notes: 1.3 12.Analysis of mobile data roaming charges Pricing disparity between local and roaming mobile data charges is considerably high. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3.5 1.5 1.3 18.5 1.4 $15 12.3 12.

most retail charges seem to be driven by wholesale tariffs. which contribute to almost 70 per cent of retail prices.2 11.50 per megabyte $20 $15 $10 $5 11.4 4.Analysis of mobile data roaming charges With the exception of Thailand.4 8. due to significant retail mark-up 7.7 Outbound roaming destinations Average retail rate of local data in Malaysia = $1.6 1.8 10. wholesale tariffs are significantly higher than Malaysia’s retail rate for local data Pricing comparisons between roaming mobile data retail charges & wholesale charges (Malaysian roamer travelling to ASEAN destinations) USD per megabyte $25 High roaming volumes but retail charge is relatively high.1 3. Generally.5 $0 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam Average wholesale tariff of mobile data Average retail margin of roaming mobile data Average wholesale tariff of roaming mobile data across ASEAN Notes: 1. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3.2 9. Synovate analysis © Synovate 2010 58 .2 7. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.1 8.2 3.9 10.2 2.3 9.9 10. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.

Analysis of mobile data roaming charges Roaming retail mark-ups also seem to be especially high for destinations such as Laos and Thailand.8 $5 7.2 4.2 1.1 10.9 9.6 10.6 $15 Average retail margin of roaming mobile data Average retail margin of roaming mobile data across ASEAN Average wholesale tariff of mobile data Notes: 1. whereby margins may be 400 to 600 per cent higher than the retail rates of local mobile data Pricing analysis of roaming mobile data retail margins (Malaysian roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound roaming destinations Average retail rate of local data in Malaysia = $1. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.7 Vietnam 7. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4.9 11.1 3. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 59 .50 per megabyte $20 8. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.2 11.2 2.3 $10 9.4 3.4 $0 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand 8.2 10.

Synovate analysis © Synovate 2010 60 .Summary of findings .data roaming charges With the exception of Thailand. high wholesale tariffs seem to be the main driver of significant pricing disparities between roaming and local mobile data charges for most destinations Analysis of pricing disparities for roaming data (Malaysian roamer travelling to ASEAN destinations) Percentage Outbound roaming destinations 1230% 1200% 1000% 800% 600% 400% 200% 1097% 1097% 764% 698% 698% 698% 698% 39% 61% 80% 20% 36% 64% 44% 56% 77% 23% 26% 74% 56% 44% 86% 14% 0% Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators.

Synovate analysis © Synovate 2010 61 .31 258.373 Roaming data volumes Retail charge of roaming mobile data Notes: 1.921 $0.48 $10.29 $13.00 600.782 0 5.43 $12.00 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam $18.000 400.00 $20.Roaming volume versus pricing analysis .190 570 18.000 $12.529 $12.000 100.085 89.29 $12. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.000 500.000 700.000 200.00 $20.00 16.000 $25.29 173.811 $5.00 16.000 300.29 $15.data Comparison of roaming volumes versus roaming retail charges (Malaysian roamer travelling to ASEAN destinations) Megabytes Outbound roaming destinations USD per Mb 800.43 $18.

Singapore Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

The segment is highly competitive. Infocomm Development Authority of Singapore 63 .  Widespread 3G usage: 3G currently account for over 50% of total mobile subscriptions. The total volume of SMS sent in 2009 was 2. with network operators offering bundled services at highly discounted prices.0%) Mobile voice 66. such as 3GPP Long Term Evolution (LTE) and Evolved High-Speed Packet Access (HSPA+). with download speeds as high as up to 21Mbps Mobile data & SMS 34. which represented an over 140% increase from 840 mn messages in 2005.5% (of 34. However. thereby boosting mobile data usage  Growing importance of non-voice revenue: Mobile data usage is expected to increase significantly.025 mn messages. is expected to fuel further 3G take-up. up to 25% or more of Average Revenue Per User (ARPU). who have already started offering bundled mobile data plans (mainly local usage)  Shift towards high-speed mobile broadband: Network operators are currently offering mobile broadband services. current usage is still mainly focused on domestic consumption.7% (of 34.0% Outbound roaming mobile data 2. with roaming services contributing to a marginal portion of total mobile revenues Revenue contribution of mobile data & SMS services Key observations on mobile data & SMS developments  Prevalent SMS usage: SMS has been one of the key drivers for non-voice mobile revenues. in terms of advancement of network infrastructure and level of service adoption. the usage is mainly driven by domestic consumption (roaming revenues contribute to only about 5% of the total mobile SMS and data market) Source: Business Monitor International. Investments in next generation technologies.Overview of SMS and mobile data developments Singapore’s mobile data and SMS market is relatively mature compared to that of other ASEAN countries. Competition in this segment has been heating up amongst network operators.0%) Outbound roaming SMS 2.0% Total mobile revenues Outbound roaming revenues (within ASEAN) Note on above diagram: The mobile revenue figures have been excluded due to data sensitivity Source: Synovate surveys with ASEAN mobile network operators © Synovate 2010  Largely domestically-oriented: Although mobile data & SMS services account for a fairly significant portion of the total mobile revenues.

prices for mobile data roaming have become increasingly competitive as operators start to shift from per instance of usage pricing (charges per MB). to flat rate data roaming pricing  However. as well as to members within the Vodafone alliance network) • Differentiated flat rate data roaming is also available for Blackberry (BlackBerry® Unlimited Data Roaming) Source: Synovate surveys with ASEAN mobile network operators. flat rate data roaming plans are currently limited to selected countries / roaming partners within the respective operators’ alliance networks  Savings can reach up to 90% when using allianceaffiliated flat rate charges (compared to the operators’ standard roaming rates)* Starhub • Charges per SMS • Charges per kilobyte • Flat rate data roaming for capped usage (applicable when subscribers roam to members of the Conexus Alliance network) M1 • Charges per SMS • Charges per 10 kilobytes • Flat rate data roaming for capped usage (applicable to selected mobile networks and destinations. the charges rate for a 40MB cap plan is SGD 96 (or SGD 2. SingTel subscribers roaming in Malaysia will be charged SGD 22 per MB under standard rates. However.Overview of SMS and mobile data developments While pricing models for roaming SMS have remained relatively unchanged over the past few years – operators are becoming increasingly competitive in the area of mobile data roaming with the emergence of flat rate data plans Mobile operators SingTel Charging models for roaming SMS • Charges per SMS Charging models for roaming mobile data • Charges per 10 kilobytes • Flat rate data roaming for capped usage (applicable when subscribers roam to members of the Bridge Alliance network) Key observations on pricing trends  Pricing models for roaming SMS have remained relatively unchanged over the past few years  In contrast. operator websites © Synovate 2010 Notes: * For example.40 per MB) 64 . if they were to subscribe to the Bridge Alliance Data Roaming plan.

Singapore Overview of mobile data and SMS traffic and trends Pricing benchmarking and analysis .

the high price disparity may be partially attributed to its relatively low local SMS retail rates Pricing comparisons between roaming SMS retail charges & domestic SMS retail charges (Singapore roamer travelling to ASEAN destinations) USD per SMS $0.48 0.10 0. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the roaming subscribers of selected mobile network operators 2.09 0.10 0. Indonesia and Laos. For Indonesia.44 0.44 0% Lao PDR Malaysia Philippines Thailand Vietnam Average retail charge of local SMS Average retail charge of roaming SMS Pricing disparity between roaming and local SMS charges Notes: 1.Analysis of SMS roaming charges Pricing disparity between local and roaming SMS charges is especially significant in destinations such as Cambodia. Average retail charge of local SMS: Prices are derived by averaging the minimum and maximum local rates charged to subscribers when sending SMS to overseas locations 3.05 0.64 0.15 0.60 $0.10 $0.80 Outbound Roaming Destinations Difference between roaming & local charges 800% $0.20 $0.30 $0.70 $0. Synovate analysis © Synovate 2010 66 .56 0. Pricing disparity: Estimated by taking the difference between the average retail charge of roaming SMS and the average retail charge of local SMS Source: Synovate surveys with ASEAN mobile network operators.22 0.44 0.22 0.00 Brunei Cambodia Indonesia 0.52 0.50 $0.40 $0.15 300% 200% 100% 0.48 700% 600% 500% 400% 0.

11 0.30 $0.40 $0.60 0. wholesale tariffs are also highly varied across destinations.50 $0.16 0.10 $0.Analysis of SMS roaming charges Generally.36 0.20 0. the average wholesale tariff across roaming destinations is almost double the retail rate of local SMS.29 $0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam 0. with the highest and lowest rates differing by as much as over 300 per cent Pricing comparisons between roaming SMS retail charges & wholesale charges (Singapore roamer travelling to ASEAN destinations) USD per SMS $0.36 0.19 0.33 Average wholesale tariff of local SMS Average retail margin of roaming SMS Average wholesale tariff of roaming SMS across ASEAN Notes: 1. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4.36 Outbound roaming destinations 0.24 0.23 0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5.46 0.20 0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2. Average wholesale tariff of roaming SMS across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators. In addition.12 0.08 0.70 $0.18 $0.33 0. Synovate analysis © Synovate 2010 67 .

19 0. Average retail margin: Based on the difference between the average retail charge of roaming SMS and the average wholesale tariff 5. with the highest and lowest markups varying by over 300 per cent. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming SMS 4.2 0.08 0. Average retail margin of roaming SMS across ASEAN: Based on the average of retail margins charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.29 $0.10 $0.30 $0.46 0.36 Low IOT –high retail mark-up Low IOT –high retail mark-up Outbound roaming destinations 0.16 0. destinations with relatively low wholesale tariffs also seem to have especially high retail mark-ups Pricing analysis of roaming SMS retail margins (Singapore roamer travelling to ASEAN destinations) USD per SMS $0.33 $0. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators 3.70 $0. In particular.36 Average retail margin of roaming SMS Average wholesale tariff of local SMS Average retail margin across ASEAN Notes: 1. retail margins also reflect a relatively wide spread across roaming destinations.36 0. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.Analysis of SMS roaming charges Similarly.23 $0.40 0.33 0.20 0.50 0.24 0. Synovate analysis © Synovate 2010 68 .00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam 0.11 0.60 $0.18 0.12 0.

Synovate analysis © Synovate 2010 69 . the disparity may be partially attributed to the relative low retail rates of local SMS Analysis of pricing disparities for roaming SMS (Singapore roamer travelling to ASEAN destinations) Percentage 800% 718% Outbound roaming destinations Highest pricing disparities 700% 600% 522% 554% 500% 405% 400% 300% 220% 248% 200% 100% 0% Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam 40% 60% 59% 75% 41% 25% 28% 72% 25% 75% 96% 45% 55% 98% 18% 82% 69% 31% Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators.SMS roaming charges Roaming charges are significantly higher than that of local SMS retail charges – pricing disparities are mainly driven by a combination of high wholesale tariffs and retail mark-ups.Summary of findings . For Indonesia.

70 $0.240.000 Philippines Thailand Vietnam SMS roaming volumes Average retail charge of roaming SMS Notes: 1.000.52 $0.970.000 0 Brunei Cambodia Indonesia Lao PDR Malaysia 453.000 $0.000 $0.000.000 $0.000 10.000.60 $0.000 2.939.64 $0.SMS Comparison of roaming volumes versus roaming retail charges (Singapore roamer travelling to ASEAN destinations) Number of messages 30.48 15.50 $0.44 $0.000 426.20 1.40 $0.000 $0. Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.000 69.44 $0.000 Outbound roaming destinations USD per SMS 27.000.10 $0.000.44 9.30 6.00 5.48 $0.000 $0.000 25.000 $0.56 20. Synovate analysis © Synovate 2010 70 .000.651.Roaming volume versus pricing analysis .644.

1 6. Synovate analysis © Synovate 2010 71 .6 15.7 150% 6. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2.1 18.7 16. the average pricing disparity across roaming destinations is about 250 per cent Pricing comparisons between roaming mobile data retail charges & home country mobile data retail charges (Singapore roamer travelling to ASEAN destinations) USD per megabyte $20 $18 $16 $14 $12 $10 $8 $6 $4 $2 $0 Brunei Cambodia Indonesia 6.Analysis of mobile data roaming charges Roaming charges for mobile data are significantly more expensive than that of the home country charges – in general.2 15.1 6.1 6.6 13.1 6.1 100% 50% 0% Lao PDR Malaysia Philippines Thailand Vietnam Average retail charge of local mobile data in Singapore Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data Notes: 1.2 13.1 6.2 Outbound Roaming Destinations Highest volume for Singapore data roaming Difference between roaming & local charges 250% 200% 15.1 6.7 16. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.

wholesale tariffs may be twice as costly as local data rates Pricing comparisons between roaming mobile data retail charges & wholesale charges (Singapore roamer travelling to ASEAN destinations) USD per megabyte $20 $18 $16 $14 $12 $10 $8 $6 $4 13.4 9. Synovate analysis © Synovate 2010 72 .2 6. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4.Analysis of mobile data roaming charges Generally. For some destinations. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5.1 6. the wholesale tariffs across roaming destinations are either equivalent or more expensive than the retail rate of local mobile data.9 10. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.8 5.2 10.4 1. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.1 $2 $0 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam Average wholesale tariff of mobile data Average retail margin of roaming mobile data Average wholesale tariff of roaming mobile data across ASEAN Notes: 1. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3.3 3.4 14.3 10.1 2.10 per megabyte 5.1 Outbound roaming destinations Average retail rate of local data in Singapore = $6.5 12.3 7.7 8.

10 per megabyte 6.4 2.1 6. Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators 3.4 5.3 1. countries with relatively low wholesale tariffs tend to have the highest retail mark-ups Pricing analysis of roaming mobile data retail margins (Singapore roamer travelling to ASEAN destinations) USD per megabyte $20 $18 $16 $14 $12 $10 13.9 8. Synovate analysis © Synovate 2010 73 .2 10. the retail mark-ups are more than double of wholesale tariffs.3 $8 $6 $4 $2 $0 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines 12.8 5.1 9.Analysis of mobile data roaming charges For some roaming destinations. Average wholesale tariff of roaming data across ASEAN: Based on the average of wholesale tariffs charged across all ASEAN roaming destinations Source: Synovate surveys with ASEAN mobile network operators.7 Average retail margin of roaming mobile data Average wholesale tariff of mobile data Average retail margin across ASEAN Notes: 1.3 3.1 10. Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data 4.2 Low IOT –high retail mark-up Outbound roaming destinations Average retail rate of local data in Singapore = $6. Wholesale tariff: Refers to the inter-operator tariff (IOTs) charged by the visiting operator to the home operator 2.5 14.1 Thailand Vietnam 7. Average retail margin: Based on the difference between the retail charge of roaming data and the average wholesale tariff 5. In addition.4 10.

data roaming charges Roaming charges are significantly higher than that of local data retail charges – pricing disparities are mainly driven by high wholesale tariffs Analysis of pricing disparities for roaming data (Singapore roamer travelling to ASEAN destinations) Percentage 200% 175% 155% 197% 164% 155% 164% 155% Outbound roaming destinations 150% 125% 100% 85% 76% 66% 60% 34% 15% 40% 35% 65% 67% 54% 46% 33% 24% 121% 121% 93% 75% 50% 25% 0% 7% Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam Disparity between local and roaming retail charges (%) Contribution of retail margin over roaming retail price Contribution of wholesale tariff over roaming retail price Destinations Margin >50% IOT >50% Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam         Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 74 .Summary of findings .

56 $13.90 $16.00 $4.19 $13.850 $16.24 $16.68 629.00 $6.00 $16.000 400.870 $18. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.530 82.930 1.000 700.680 $2.data Comparison of roaming volumes versus roaming retail charges (Singapore roamer travelling to ASEAN destinations) Megabytes Outbound roaming destinations USD per Mb 800.00 $0.56 $15.000 600. Synovate analysis © Synovate 2010 75 .00 $12.Roaming volume versus pricing analysis .000 313.00 Roaming data volumes Retail charge of roaming mobile data Notes: 1.00 70.000 9.770 300.00 $10.000 500.00 $8.19 $15.00 $18.000 100.620 252.00 $14.000 200.68 $20.180 0 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Thailand Vietnam 9.

Pricing analysis across ASEAN .

20 $0.80 $0. Synovate analysis © Synovate 2010 77 .40 Average retail charge of roaming SMS: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators.30 $0.40 $0. with Laos being the most expensive destination for most roamers Comparison of average retail price per roaming SMS across ASEAN countries USD per SMS $0.00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Highest average retail prices Inbound Roaming Subscribers: Average Retail Price (USD): Brunei $0.60 $0.50 $0.70 $0.50 Malaysia $0.10 $0.50 Cambodia $0.46 Singapore $0.Benchmarking of roaming retail prices – SMS Retail charges for SMS roaming are generally varied across ASEAN.

45 $0. Generally.40 Highest average wholesale prices $0.35 $0.Benchmarking of roaming wholesale rates – SMS Wholesale charges for roaming SMS appear to be fairly homogenous across most destinations.25 Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (SMS) charged by selected visiting operators to the country’s home operators Source: Synovate surveys with ASEAN mobile network operators.27 Singapore $0.00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Lowest average wholesale prices Inbound Roaming Subscribers: Average Wholesale Price (USD): Brunei $0.30 $0.20 $0. wholesale charges imposed by Laos seem to be significantly higher than that of other countries Comparison of average wholesale price per roaming SMS across ASEAN countries USD per SMS $0.27 Cambodia $0.50 $0.25 $0.15 $0.05 $0. Synovate analysis © Synovate 2010 78 .27 Malaysia $0.10 $0.

15 $0. There appears to be no clear correlation between wholesale charges and retail margins Comparison of average retail margin per roaming SMS across ASEAN countries USD per SMS $0.30 $0.19 Singapore $0.25 $0.23 Cambodia $0.Benchmarking of roaming retail margins – SMS Retail margins seem to be highly varied within each roaming destination.10 $0.15 Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 79 .22 Malaysia $0.35 $0.20 $0.40 $0.00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Destinations with low wholesale charges appear to have relatively high retail margins Inbound Roaming Subscribers: Average retail margin (USD): Brunei $0.05 $0.

For Indonesia. the high disparity may be partially attributed to its relatively low local SMS retail rates Comparison of pricing disparity between roaming SMS retail charges & domestic SMS retail charges Percentage 800% 700% 600% 500% 400% 300% 200% 100% 0% Brunei Cambodia Indonesia Lao PDR Brunei Indonesia Margin IOT Margin Margin Disparities more pronounced in these locations Disparities are rather low. Synovate analysis © Synovate 2010 80 . due to the relative high cost of local SMS Malaysia Cambodia Philippines Singapore Thailand Malaysia Vietnam Outbound Roaming Destinations Inbound Roaming Subscribers: Outbound Inbound Brunei Cambodia Malaysia Singapore LEGEND: NA IOT IOT IOT IOT NA IOT Margin Brunei Cambodia Singapore Philippines IOT IOT IOT IOT Singapore IOT IOT IOT NA Lao PDR IOT Margin IOT IOT Malaysia IOT IOT NA IOT Thailand IOT IOT IOT IOT Vietnam Margin Margin Margin Margin IOT accounts for more than 50% of roaming retail price Retail margin accounts for more than 50% of roaming retail price Source: Synovate surveys with ASEAN mobile network operators. with the highest pricing disparity occurring in Laos and Indonesia.Pricing disparities and possible drivers – SMS Pricing disparities average between 100 percent to 600 percent.

00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Inbound Roaming Subscribers: Average Retail Price (USD): Brunei $14.Benchmarking of roaming retail prices – Data Retail charges for mobile data roaming appear to be highly disparate across ASEAN – with retail rates for Brunei (as a roaming destination) reflecting the widest spread Comparison of average retail price per megabyte of roaming mobile data across ASEAN countries USD per megabyte $25.27 Cambodia $14.00 $5.00 $15.39 Malaysia $14.01 Singapore $20.29 Average retail charge of roaming mobile data: Prices are derived by averaging the minimum and maximum roaming rates charged to the subscribers of selected mobile network operators Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 81 .00 $10.00 Most varied price range $20.00 $0.

Generally.Benchmarking of roaming wholesale rates – Data Wholesale rates of mobile data roaming are widely varied across and within destinations.00 $12.00 $10.00 $2.00 $0.64 Singapore $10.76 Cambodia $9.00 $14.00 Brunei Cambodia Indonesia Lao PDR Most varied price range Highest average wholesale prices Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Inbound Roaming Subscribers: Average Wholesale Price (USD): Brunei $9.00 $6.00 $4.06 Malaysia $9. Synovate analysis © Synovate 2010 82 .00 $8.76 Average wholesale tariff: Prices are derived by averaging the minimum and maximum roaming IOTs (data) charged by selected visiting operators to the country’s home operators Source: Synovate surveys with ASEAN mobile network operators. Laos and Philippines seem to be charging the highest wholesale rates Comparison of average wholesale price per megabyte of roaming mobile data across ASEAN countries USD per megabyte $16.

20 Cambodia $5.Benchmarking of roaming retail margins – Data Retail margins appear to be highly disparate – both within and across roaming destinations Comparison of average retail margin per megabyte of roaming mobile data across ASEAN countries USD per megabyte $16.00 Brunei Cambodia Indonesia Lao PDR Malaysia Philippines Singapore Thailand Vietnam Outbound Roaming Destinations Most varied margin range Inbound Roaming Subscribers: Average retail margin (USD): Brunei $5.21 Retail margin: Refers to the difference between the retail charge and wholesale charge of the roaming data Source: Synovate surveys with ASEAN mobile network operators.05 Singapore $5.97 Malaysia $5.00 $10.00 $4.00 $12. Synovate analysis © Synovate 2010 83 .00 $2.00 $14.00 $6.00 $0.00 $8.

Pricing disparities and possible drivers – Data Pricing disparity is seen to be the highest amongst outbound subscribers of Brunei and Cambodia Comparison of pricing disparity between roaming mobile data retail charges & domestic mobile data retail charges Percentage 25000% 17500% 10000% 2500% 1500% 1000% 500% 0% Outbound Roaming Destinations Wide range of disparities Note: Graph is not drawn to scale due to the wide range of percentages Brunei Cambodia Indonesia Lao PDR Brunei Malaysia Cambodia Philippines Singapore Thailand Malaysia Vietnam Inbound Roaming Subscribers: Outbound Inbound Brunei Cambodia Malaysia Singapore LEGEND: IOT IOT Margin IOT NA IOT IOT Brunei Cambodia Singapore Philippines IOT IOT IOT IOT Singapore IOT IOT IOT NA Indonesia IOT IOT IOT Margin Lao PDR Margin IOT IOT IOT Malaysia IOT IOT NA IOT Thailand Margin IOT Margin IOT Vietnam IOT IOT IOT IOT IOT accounts for more than 50% of roaming retail price Retail margin accounts for more than 50% of roaming retail price Source: Synovate surveys with ASEAN mobile network operators. Synovate analysis © Synovate 2010 84 .

particularly for mobile data Overview of pricing disparities Implications  Opportunity for SMS wholesale tariffs to be further regulated across ASEAN  Opportunity to introduce some form of retail price caps. the price differential seems to be especially evident for mobile data. wholesale tariffs appear to be relatively homogenous across visiting countries. but charged at per text message for roaming • Pricing disparities seem to be especially high for Indonesia and Laos (as roaming destinations). which have much higher outbound volumes Source: Synovate analysis © Synovate 2010 Implications  Imperative to address the current prices of SMS and mobile data roaming services across ASEAN. it was observed that countries sometimes charge relatively high retail margins even for destinations where wholesale tariffs were supposedly low • Within each roaming destination. Whereas for Laos. For example.e. the disparities may be as high as over 20.000% • Mobile data is typically offered as a bundled package for local mobile plans – as such. the highest tariff is about $0. For Indonesia. so to as prevent operators from imposing unusually high retail margins (especially when wholesale charges are low) Assessment of SMS pricing disparities 85 . However. compared to $12-$20 per megabyte for roaming. the disparities may be attributed to Laos charging one of the highest wholesale tariffs within ASEAN • While pricing disparities may be largely attributed to wholesale tariffs (i.46.for example. This also applies to SMS.Summary of pricing analysis Pricing disparities are deemed to be significant for both SMS and mobile data roaming services. These disparities may be largely attributed to relatively high wholesale tariffs charged across ASEAN countries • The pricing disparity between roaming and local charges appears to be significant for both SMS and mobile data services • However. there seems to be little correlation between roaming volumes and wholesale tariffs . tend to have similar or even higher rates than countries such as Singapore and Malaysia. For countries where local mobile data charges are significantly low (such as Cambodia and Brunei). which is often offered as part of a bundled plan for local usage. For example. countries with relatively low outbound SMS volumes such as Cambodia and Laos. wholesale tariffs comprise more than 50% of roaming retail rates for most countries). whereas the lowest rate is about $0. the range of wholesale tariffs seem to be more varied across roaming destinations. the cost per megabyte for local usage is often much lower than that of roaming (which is often charged at a per instance usage). a Malaysian subscriber may pay $1.50 per megabyte for local data usage. the disparities were especially pronounced in view of its relatively low local SMS retail rates (compared to other ASEAN countries).11 • Furthermore.

Similar to the observation for SMS. particularly for mobile data where most mark-ups were observed to be substantially higher than local data rates • There are two distinctive groups of pricing disparities for mobile data: Implications  Opportunity for mobile data wholesale tariffs to be further regulated across ASEAN  Potential for some extent of standardization of wholesale tariffs. most countries tend to impose relatively high retail margins. wholesale prices do not seem to be directly affected by roaming volumes. The lowest and highest tariffs may vary as much as $2 (lowest) to $14 (highest). so to as prevent operators from imposing unusually high retail margins Assessment of mobile data pricing disparities – Brunei and Cambodia: Disparities range from over 2. For example.000% to over 20. For example.200% • Pricing disparities seem to be largely driven by wholesale tariffs.21) • Although pricing disparities are mostly attributed to wholesale tariffs. a Singapore network operator may pay $6-$14 per megabyte for wholesale tariff (while the average retail rate of local mobile data is $6. so as to ensure rates are more ‘equitable’ across ASEAN countries  Opportunity to introduce some form of retail price caps. which may be equivalent or even more substantial than their respective local retail rates Source: Synovate analysis © Synovate 2010 86 .10) – Malaysia and Singapore: Disparities range from over 100% to over 1.75) is higher than Malaysia’s tariff to Brunei ($.Summary of pricing analysis (cont’d) Roaming retail margins also play a key contributing factor. where one megabyte may be priced for as low as $0. although the net roaming volumes between Malaysia and Brunei is significantly skewed towards Malaysia – Brunei’s average tariff to Malaysia ($10.10) • Wholesale tariffs appear to be highly disparate across roaming destinations. which are often higher than the countries’ local mobile data rates.000% (this extreme range is largely due to the countries’ very low local data rates.

Recommendations .

this development is mostly limited to selected ASEAN countries and leading network operators RECOMMENDED ACTION • As the cause of most pricing disparities seems to be attributed to high wholesale tariffs. Action should be focused on the possible reduction of wholesale tariffs. especially for mobile data services • While roaming charges have become more affordable and ‘predictable’ with the launch of flat rate data plans from mobile alliances. The approach for intervention needs to take into consideration each country’s SMS and mobile data market maturity.e. unlike the EU. as well as roaming traffic across ASEAN • Furthermore. ASEAN does not have a common currency. complete price standardization is not advised (for both wholesale and retail charges).Recommendations Regulatory intervention may be required at the ASEAN level to facilitate the necessary cross-border coordination for addressing roaming pricing disparities CONSIDERATIONS • Roaming rates are significantly high compared to local charges. so as to ensure that roaming retail rates are more ‘equitable’. depending on the profile of operator’s customer base (i. the operators’ exposure to any fluctuations in exchange rates will be increased if tariffs were to be tagged to a single rate Regulation of SMS and mobile data roaming rates Regulatory action should be tailored to the country’s mobile industry development • Wide disparities in the mobile data roaming markets across ASEAN are likely to result in ‘winners’ and ‘losers’ in the event of any standardization of roaming retail tariffs:  Countries with nascent data roaming markets may find it difficult to cover the cost of network infrastructure and service investments. some regulatory intervention may be required at the ASEAN level to facilitate cross-border pricing coordination. As such. percentage of corporate users versus leisure users) Source: Synovate analysis © Synovate 2010 88 . local regulation may be needed to monitor retail margins imposed by network operators. as well as to ensure more harmonized wholesale rates across countries • At the country level. especially if roaming volumes are low  Lower prices may not also necessarily translate to a substantial increase in roaming volumes. compared to local retail prices • While some degree of price reduction and harmonization is required across ASEAN.

Also. most network operators do not have capped usage plans or bill caps. which may result in instances of ‘bill shock’ • Most network operators only indicate basic pricing information. but do not otherwise provide any further explanation as to how charges are being computed • Roamers often do not have the means of tracking their data consumption. along with sufficient details to explain how charges are being computed  Potential upgrade of billing systems to ensure network operators are able to track and send updates to their customers on realtime expenditures Need to improve pricing transparencies © Synovate 2010 89 . As such. For example. so as to minimize risks of ‘consumer bill shock’ CONSIDERATIONS • Pricing transparency remains an issue as mobile users are often not aware of their data consumption and are therefore unable to effectively track their roaming expenditures • Most roaming pricing models still operate on the basis of per instance usage. users are not typically notified on their mobile data usages RECOMMENDED ACTION • Potential areas for improving pricing transparency:  Introduce bill caps (roamers to be alerted by their home network operator once their usage reaches a certain limit)  Provide roamers free access (via SMS or customer hotline) to information such as service charges or on personalized data usage / expenditures  Information on roaming charges are to be published on the network operators’ web sites.Recommendations Additional measures need to be taken to improve on pricing transparency. mobile users may find it difficult to estimate data consumption when roaming.

Learning from the EU Roaming Initiative .

the cost structure for providing roaming services did not justify the high retail prices charged in the market. Wholesale and retail price margins both constantly exceeded around the range of 800%  Moreover. market forces and regulatory efforts at the national level have failed to achieve significant reductions in roaming prices.Overview of EU roaming legislation The EU roaming regulation was extended in 2009 to address the ‘excessive’ charges of SMS and mobile data roaming. as well as the wholesale pricing of mobile data roaming services. The legislation was adopted on April 2009  The amendments extended the scope of the regulation to cover wholesale and retail pricing of SMS roaming services. As such. measures were also introduced to improve the transparency of retail roaming prices to prevent ‘bill shock’  Before the legislation. there is a tendency for users to curtail their data roaming usage to prevent incidents of ‘bill shock’ Source: European Commission © Synovate 2010 91 . In addition. Limited competition between operators in the region and the lack of coordination at the national level has inhibited efforts to reduce prices of SMS and data roaming services  The lack of pricing transparency. specifically for mobile data roaming. as well as the lack of pricing transparency on tariff charges Background of EU roaming initiative  In 2008. the European Commission proposed to extend the 2007 regulation of international roaming services to cover both SMS and data roaming. was identified as a key issue as customers are not often aware of the tariffs charged to them when roaming abroad.

so that prices can be set to provide sufficient margins for the operators Retail charges Source: European Commission © Synovate 2010 92 . The price cap will include all inter-operator costs incurred by the visited network operator to provide the service. The EuroSMS tariff would be applicable to all new and existing roaming customers who have not opted for an alternative roaming tariff from 1 July 2009  Furthermore.EU roaming legislation – SMS roaming Legislation aims to improve the affordability of SMS roaming by setting maximal price limits for both wholesale and retail charges EU’s approach to dispelling ‘excessive’ roaming charges 1 Capping roaming tariffs (Eurotariff) for data Terms of EU roaming legislation for SMS  Visited network operators are required to charge a fixed wholesale rate as stipulated by the regulation  At the retail level. home networks operators were required to inform its customers about the EuroSMS-tariff individually by 30 June. However. The tariff will consider the costs incurred by operators to retail their services. incoming SMS messages will not be chargeable to the roaming customer  For customers who purchase packages that comprise voice and non-voice roaming services. but entail higher rates than that of the Euro-SMS-tariff for roaming within the EU. such as data clearing and interconnect costs Requiring mobile operators to offer roaming SMS services at a specified price known as the Euro-SMS tariff. the regulation does not restrict the combination of a Euro-SMS-tariff with any other retail tariff  Operators may also offer price bundles that typically involve attractive roaming rates for countries outside of the EU. 2009. customers should be able to switch to the EuroSMS-tariff with minimum notice and without any additional charges Wholesale charges Setting a maximum average wholesale charge per SMS sent from a visited network.

from 1 March 2010 to 30 June 2010  An automatic limit of € 50 per billing period will be applied from 1 July 2010 for customers who have not selected a limit in the time provided  Along with notifications at 80% and 100% usage levels.Procedures to continue using data services . operators will provide customers with information on the following: . as well as to minimize the risks of ‘bill shock’ by creating limits for billing amounts EU’s approach to dispelling ‘excessive’ roaming charges 1 Capping roaming tariffs (Eurotariff) for data Setting a maximum limit on the wholesale price charged per MB of data transmitted. The wholesale charge cap will be further reduced on a yearly basis till 2011 Terms of EU roaming legislation for data  To help customers avoid receiving roaming bills that are higher than expected.g. the operator will cease to provide and charge for data roaming services. unless a roaming customer requests to continue the use of those services Wholesale charges 2 Creating a limit on how much a customer can be billed for data roaming consumption Wholesale charges Requiring operators to set a limit on how much a roaming customer can be billed per period for data roaming services. if the customer does not wish to continue the service after the usage cap has been exceeded  When 100% of the limit is reached. they will be allowed to select a personalized limit on the amount they can be billed for data consumption.Handling of downloaded data. flat-rate-pricing offers of € X/month). Roamers will then be instructed on how to continue using data services while roaming  Separate price caps are not required for customers who subscribe to time-based pricing arrangements (e. which effectively cap their charges 93 Source: European Commission © Synovate 2010 .EU roaming legislation – Data roaming Legislation aims to improve the affordability of data roaming by setting maximal price limits for wholesale charges. Roaming customers will be notified in advance of the corresponding data volume stipulated by the limit Limit notification Providing roamers better control by notifying them when they reach 80% and 100% of their limit.The cost of additional data consumed .

g.A free hotline from which a customer can obtain personalized information on SMS and data roaming usage Terms of EU roaming legislation for data Measuring volume of data usage  Customers may not understand how much data is transmitted for certain services.Service-specific maximum charges .g.Ways to avoid uncontrolled data usage Providing Limit Additional notification  Data transmission should only be allowed Information upon consent from the roamer  Information should be delivered whenever a roamer connects for the first time to a foreign network through SMS. software applications.g. For example. via email or a pop-up window on the computer  Customers can choose to opt-out of receiving such information  Access to information such as: . data retransmission. per 10 KB). which means shorter sessions may be charged higher than expected  Disparity between expected and actual usage due to unintended data consumption (e. Hence. Domestic data services are often charged within a bundle at a monthly fee. MMS. for streaming services. and may therefore find it difficult to assess the cost of usage. via email or a pop-up window on the computer Source: European Commission © Synovate 2010 . customers may not be aware of the number of data sessions incurred  Data usage may be rounded up in blocks (e. maintenance downloads) Predictability of usage cost  Customers may have difficulties tracking their data usage when abroad. customers may not be able to estimate their volume usage or the charges at per KB when roaming Providing basic  Information should be delivered whenever a information roamer connects for the first time to a foreign network through SMS.Size and data usage levels of different roaming services (e.EU roaming legislation – pricing transparency Measures for data roaming were also put in place to address the issue where the lack of customer knowledge and difficulties in usage tracking may contribute to ‘bill shock’ Measures to regulate pricing transparency 1 Creating a limit on how much a customer can be billed for data roaming consumption  Access to information such as: . email) 94 .

04 € 0.50 Source: European Commission © Synovate 2010 95 .80 € 0. 2010 1 July.285 (2008Q1) € 0. 2009 1 July.04 € 0. 2009 1 July.Euro-tariff charges Wholesale charges for data services are subject to further reductions in the subsequent years Before 1 July.11 (to send) € 0 (to receive) Wholesale charges data (€ per MB) € 2 (2008Q1) €1 € 0.04 € 0.11 (to send) € 0 (to receive) € 0. 2011 Wholesale charges SMS (€ per SMS) Retail charges SMS (€ per SMS) € 0.16 (2008Q1) € 0.11 (to send) € 0 (to receive) € 0.

Additional pricing analysis for data roaming .Appendices 1. Retail offerings for data roaming 3. Status of 3G network roll-out across ASEAN 2.

Additional pricing analysis for data roaming . Status of 3G network roll-out across ASEAN 2. Retail offerings for data roaming 3.Appendices 1.

Status of 3G roll-out across ASEAN .08 May-08 Dec-08 Additional information Apr-07 Dec-06 Nov-06 Mar-08 3G services currently available 3G services currently available In Deployment In Deployment Planned Dec-09 Oct-09 Dec-09 3G services currently available 3G services currently available 3G services currently available 98 .as of June 2010 Country Singapore Operator SingTel Starhub M1 Maxis Malaysia Celcom DiGi Smart Philippines Globe Sun Brunei B-Mobile DSTcom AIS Thailand DTAC Truemove Telkomsel Indonesia Indosat Excelcomindo Cambodia Laos MobiTel (Cellcard) TMIC (hello) Lao Telecommunications Tigo Viettel Vietnam Vinaphone Mobifone Source: GSMA © Synovate 2010 HSDPA Status In Service In Service In Service In Service In Service In Service In Service In Service In Service In Service In Service In Service In Trial In Trial In Service In Service In Service In Service Launch Date May-07 Aug-07 Dec-06 Sep-06 Jun-06 Mar-09 Jan-07 May-06 May-08 Mar .Appendix 1.

Status of 3G network roll-out across ASEAN 2. Additional pricing analysis for data roaming . Retail offerings for data roaming 3.Appendices 1.

25 GB to unlimited usage are offered for a fixed fee (~ IDR 200.5GB  Price per MB: ~ BND10 – unlimited SMS are offered with each SMS sent within ASEAN to unlimited data usage at a BND30 services such as MMS. at a fixed monthly fee (~ IDR 50.00 per KB for excess usage  Price per MB: ~IDR 80.05 per refundable deposit or corporate  Bundled packages: Free SMS (sent to different operator guarantee is required to 20MB to unlimited data usage networks) activate the service is offered with monthly bundled packages (~ USD 9 – USD 69).55 for  Service-based pricing: 1.000). Excess charges are charged for every 100 KB  Bundled packages: 50 to 200 SMS are offered with services such as voice.000 to IDR 150.Appendix 2.1 per 100 KB USD 20 network) and ~ USD 0.60  Service-based pricing: ~USD  Price per MB: ~ USD 15 – per SMS (sent within operator’s  International roaming: A fully 0.as of June 2010 Retail charging models SMS Country Domestic pricing models Brunei Roaming pricing models Domestic pricing models Roaming pricing models  Bundled packages: 100 to  Price per SMS: ~ BND 0.000 to IDR 1. voice monthly fee of BND 30 – BND and data.000 – IDR 160. mystery shopping with operators’ customer service officers © Synovate 2010 100 . at a fixed monthly fee 60. Usage of data is charged at IDR 1.2 per MB  Bundled packages: 1.500.5GB to unlimited usage of data is offered with monthly bundled packages (~ BND 35 – BND165) Cambodia  Price per SMS: ~ USD 0.03  Price per SMS: ~ USD 0.000)  Price per SMS: ~ IDR 4.000  International roaming: No activation fees but a deposit is required Mobile data Indonesia Source: Selected operators’ websites across ASEAN. Retail offerings for data roaming . Excess charges are priced (~ BND 35 – BND 165) at ~ BND 0.200  International roaming: No activation fees but a deposit is required  Service-based pricing: Monthly packages with 1.

000). This is offered with refundable deposit of ~ MYR services such as voice and 300 is required to activate MMS.000 – LAK 750.500. SMS and voice at a fixed monthly fee (MYR88 – MYR375). at a fixed monthly fee roaming service (~MYR 20 – MYR 500)  Service-based pricing: Volumes between 1 GB to 5GB can be purchased for MYR 5 – MYR 22. A deposit of ~ LAK3.700 – LAK 5.500 – LAK 8.10 is charged per  International Roaming: A SMS.000 – LAK 750.500  International roaming: A deposit of ~LAK3. Excess usage is charged at ~ LAK1 per KB Roaming pricing models  Service based pricing: ~LAK 1. at a fixed monthly fee (~ LAK 250.000 is charged per 15 KB  International roaming:. mystery shopping with operators’ customer service officers © Synovate 2010 101 .Appendix 2.500.000 is required to activate roaming service Domestic pricing models  Bundled packages: 10MB – 200MB of data is offered with monthly bundled packages (~ LAK 250.000)  Service-based pricing: ~LAK 250 per SMS is charged for SMS sent to other networks Malaysia Roaming pricing models  Price per SMS: ~ LAK 3.05 – MYR 0.as of June 2010 (cont’d) Retail charging models SMS Country Domestic pricing models Lao PDR  Bundled packages: SMS is offered with services such as voice and data.000 is required to activate roaming service  Price per MB: ~MYR22 – MYR82 Mobile data  Bundled packages: ~ MYR  Price per SMS: ~MYR 2 0. Unlimited data plans are priced between MYR 58 – MYR 149  Bundled packages: 500MB to 5GB of free data is offered with services such as MMS. Excess charges are capped at MYR 250  International Roaming: A refundable deposit of ~MYR 300 is required to activate roaming service Source: Selected operators’ websites across ASEAN. Retail offerings for data roaming .

as of June 2010 (cont’d) Retail charging models SMS Mobile data Roaming pricing models  Price per SMS: ~PHP 25  International Roaming: No additional fees are required for service activation Domestic pricing models  Service-based pricing: Unlimited volume charged at a fixed daily.200)  Bundled packages: Free 20 hours of data usage are offered with services such as MMS.000) Singapore  Bundled packages: 50 to unlimited SMS are offered with services such as voice and data at a fixed monthly fee (~ SGD 15 – SGD 205)  Service-based pricing: SGD 5  Price per MB: ~SGD 10 – – SGD 118 per month for SGD 30 10MB to unlimited usage  International Roaming: A  Bundled packages: 1GB to one-time registration fee and unlimited amount of data is monthly subscription of ~SGD offered with services such as 5 – SGD 10 SMS and voice at a fixed monthly fee (~ SGD 30 – SGD 205). mystery shopping with operators’ customer service officers © Synovate 2010 102 . Caps of ~SGD 40 may be levied on excess data usage Source: Selected operators’ websites across ASEAN. Retail offerings for data roaming .60  International Roaming: A one. weekly or monthly fee (~ PHP 50 – PHP1.time registration fee (~SGD20) and monthly subscription of ~SGD 5 – SGD 10 Roaming pricing models  Price per MB: ~PHP 370 – PHP 850  International Roaming: No additional fees are required for service activation Country Domestic pricing models Philippines  Bundled packages: 75 – 1200 SMS are offered with services such as voice and data at a fixed monthly fee (~ PHP 500 – PHP 10. SMS and voice. at a fixed monthly fee (~PHP 450 – PHP 5.499)  Price per SMS: ~SGD 0.Appendix 2.

Appendix 2. Retail offerings for data roaming - as of June 2010 (cont’d)
Retail charging models
SMS Mobile data Roaming pricing models Domestic pricing models Roaming pricing models

Country
Domestic pricing models Thailand  Bundled packages: Unlimited  Price per SMS: ~THB 12 SMS are offered with services  International roaming: No such as voice. This is charged registration fee at a fixed monthly fee of ~THB 299  Service-based pricing: THB 1 to THB 5 per SMS  Service-based pricing: Data  Price per MB: ~THB 100 to plans are offered in hourly, THB 590 daily and monthly packages  International roaming: No from ~ THB 20 to THB 1,800. registration fee Price per MB varies from THB 0.18 per MB to THB 1.7 per MB  Bundled packages: 500MB – 1GB is offered with services such as MMS, SMS and voice charged at a fixed monthly fee of ~THB 399 – THB 699

Vietnam

 Bundled packages: 50 – 350  Price per SMS: ~VND 7,600 to  Service-based pricing: ~ VND  Price per MB: ~VND 150,000 SMS are offered with services VND 8,500 0.25 – VND 5 is charged per to VND 230,000 such as voice at a fixed KB. In a separate scheme, ~ monthly fee (VND 156,000 – VND 450 – VND 900 is VND 585,000) charged per minute of connection  Service-based pricing: ~ VND 100 –350 per SMS  Bundled packages: Up to 300MB is bundled with services such as voice at a fixed monthly fee (~ VND 156,000 – VND 585,000)

Source: Selected operators’ websites across ASEAN; mystery shopping with operators’ customer service officers
© Synovate 2010

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Appendices
1. Status of 3G network roll-out across ASEAN 2. Retail offerings for data roaming 3. Additional pricing analysis for data roaming

Analysis of pricing disparities for data roaming
How do we determine if roaming retail prices are ‘high’ or ‘low’?
The following diagram provides another perspective for assessing pricing disparity. Here, the reference point for ‘domestic usage’ is the retail rate of local mobile data in the outbound country. In the earlier pricing analysis (as illustrated in slide 9), the reference point for ‘domestic usage’ is the retail rate of local mobile data in the home country. The purpose of using the context of the outbound destination is to assess the significance of roaming charges, relative to that of possible domestic substitutes. The next few slides will showcase the respective country-level analysis. Roaming retail price - Cost of domestic usage = Price disparity Roaming mobile data pricing disparity E.g. Subscriber in Country A visits Country B (Outbound Country) Country B
Roaming mobile data usage in Country B
Country A subscriber

Retail charge of roaming mobile data paid by Country A subscriber (For usage in Country B)

Country B
Local mobile data usage in Country B
Country B subscriber

Retail charge of local mobile data paid by Country B subscriber (For usage in Country B)

=
Roaming pricing disparity

© Synovate 2010

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2 1. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2.0 0. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3.1 $5 0.8 15.1 $0 Cambodia Indonesia Malaysia Philippines Singapore Thailand Vietnam 0.5 11.4 14000% 12000% 10000% 14.4 $10 12.6 6.5 $15 13. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators (data on Laos was not provided in the questionnaire submitted by Brunei).4 0.Analysis of mobile data roaming charges Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Brunei roamer travelling to ASEAN destinations) USD per megabyte $25 Note: Data on Laos was not provided Outbound Roaming Destinations Difference between roaming & local charges 18000% 16000% $20 22.3 2000% 0% Average retail charge of local mobile data in the outbound destination Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data in Brunei Notes: 1. Synovate analysis © Synovate 2010 106 .2 8000% 6000% 4000% 15.1 0.

9 14.1 Lao PDR 1. Synovate analysis © Synovate 2010 107 .4 Indonesia 0.1 9.1 6. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.2 $5 0.5 0.1 12000% 10000% 16.1 0.3 Vietnam 2000% 22.7 24.Analysis of mobile data roaming charges Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Cambodian roamer travelling to ASEAN destinations) USD per megabyte $30 Outbound Roaming Destinations Difference between roaming & local charges 18000% 16000% $25 14000% $20 $15 $10 10.4 Philippines Singapore 0.0 17.2 $0 3.1 Thailand 0.4 8000% 6000% 4000% 0% Malaysia Brunei Average retail charge of local mobile data in the outbound destination Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data in Cambodia Notes: 1.

Analysis of mobile data roaming charges Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Malaysian roamer travelling to ASEAN destinations) USD per megabyte $25 Outbound Roaming Destinations Difference between roaming & local charges 16000% 14000% $20 20.2 $0 Brunei Cambodia Indonesia Lao PDR Philippines Singapore Thailand Vietnam 0. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.3 6000% 4000% 0% Average retail charge of local mobile data in the outbound destination Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data in Malaysia Notes: 1.1 0. Synovate analysis © Synovate 2010 108 .3 12.3 12.1 0.5 18.1 0.4 0. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2.3 13.4 $15 12.4 0. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3.4 12000% 10000% 8000% $10 12.1 $5 2000% 0.3 6.3 18.

4 Philippines 0.2 1.1 Thailand 0.3 Vietnam 2000% 0% Average retail charge of local mobile data in the outbound destination Pricing disparity between roaming and local mobile data changes Retail charge of roaming mobile data in Singapore Notes: 1.Analysis of mobile data roaming charges Pricing comparisons between roaming mobile data retail charges & domestic mobile data retail charges (Singapore roamer travelling to ASEAN destinations) USD per megabyte $20 $18 $16 $14 $12 $10 $8 $6 $4 $2 $0 Brunei Cambodia Indonesia 18.7 12000% 13.6 13.4 0.7 16.1 Lao PDR Malaysia 0. Synovate analysis © Synovate 2010 109 .2 15.2 0. Pricing disparity: Estimated by taking the difference between the maximum retail charge of roaming data and the average retail charge of local data Source: Synovate surveys with ASEAN mobile network operators.6 10000% 8000% 6000% 4000% 15.2 Outbound Roaming Destinations Difference between roaming & local charges 18000% 16000% 14000% 15.1 0.7 16.5 0. Average retail charge of local mobile data: Prices are derived by averaging the minimum and maximum local rates charged to the subscribers of selected mobile network operators 3. Average retail charge of roaming mobile data: Prices are derived from the prevailing roaming rates charged to the roaming subscribers of selected mobile network operators 2.

Our curiosity is all yours. © Synovate 2010 110 .