Table of contents Executive summary Introduction: Mobile data opportunity and challenges Section 1: Mobile broadband as a catalyst of growth Overview of business drivers for mobile broadband Mobile data as a driver of revenue growth Service convergence strategies Evolution of WiFi positioning in the mobile market Emergence of big data-driven monetization strategies Section 2: Key models for mobile data monetization Network-centric models User-centric models WiFi-centric models Section 3: Mobile data monetization approaches and selected strategies of leading mobile operators Case study: China Telecom Case study: Telefónica Case study: ATandT Case study: British Telecom Case study: América Móvil Section 4: WiFi monetization approaches Current and emerging WiFi monetization models Case study: Google Case study: Boingo Section 5: Key findings and recommendations Key findings Recommendations Appendices Companies mentioned About Pyramid Research Contact information

List of Tables Exhibit 1: Mobile data revenue - global (2016-2020) Exhibit 2: Challenges to data monetization Exhibit 3: Business drivers for mobile broadband Exhibit 4: Video as a percent of mobile data traffic Exhibit 5: Mobile data revenue uplift- select operators Exhibit 6: Multi-play focus - selected operators Exhibit 7: WiFi services' monetization avenues Exhibit 8: Carrier-grade vs. Best effort hotspots Exhibit 9: Leveraging big data in mobile broadband Exhibit 10: Network-centric monetization models - mobile broadband Exhibit 11: Elements of user-centric monetization - mobile broadband Exhibit 12: Trends in mobile data sales strategies Exhibit 13: Selected WiFi-focused players by model Exhibit 14: China Telecom mobile broadband strategies by business driver Exhibit 15: China Telecom monetization strategies - mobile broadband Exhibit 16: China Telecom mobile data performance - selected KPIs Exhibit 17: Telefónica mobile data revenue growth Exhibit 18: Telefónica strategies by business driver Exhibit 19: Prepaid data monetization 'roadmap' example Exhibit 20: TEF data as % of mobile services, FY2015 Exhibit 21: Sample TEF data upsell programs Exhibit 22: ATandT mobile broadband strategies by business driver Exhibit 23: ATandT mobile share value plan elements Exhibit 24: ATandT 2015 performance - selected KPIs Exhibit 25: Mobile revenue share - UK, YE 2015 Exhibit 26: BT-EE strategies by business driver Exhibit 27: Sample mobile data offers - EE Exhibit 28: EE's mobile data pricing structure Exhibit 29 Cross-selling market potential - BT consumer services Exhibit 30: AMX capex investments - 2011 to 2015 Exhibit 31: AMX mobile broadband strategies by business driver Exhibit 32: Claro data monetization offers - LATAM Exhibit 33: América Móvil revenue by business - 2015 Exhibit 34: Multi-play services growth - 2015-2020 Exhibit 35: Monetization opportunities by WiFi service model Exhibit 36: Project Fi vs. Standard mobile services Exhibit 37: Boingo's hotspot footprint - YE 2015 Exhibit 38: Boingo's revenue streams- YE 2015 List Of Figures Exhibit 1: Mobile data revenue - global (2016-2020) Exhibit 2: Challenges to data monetization Exhibit 3: Business drivers for mobile broadband Exhibit 4: Video as a percent of mobile data traffic Exhibit 5: Mobile data revenue uplift- select operators Exhibit 6: Multi-play focus - selected operators Exhibit 7: WiFi services' monetization avenues Exhibit 8: Carrier-grade vs. Best effort hotspots Exhibit 9: Leveraging big data in mobile broadband Exhibit 10: Network-centric monetization models - mobile broadband Exhibit 11: Elements of user-centric monetization - mobile broadband Exhibit 12: Trends in mobile data sales strategies Exhibit 13: Selected WiFi-focused players by model Exhibit 14: China Telecom mobile broadband strategies by business driver Exhibit 15: China Telecom monetization strategies - mobile broadband Exhibit 16: China Telecom mobile data performance - selected KPIs Exhibit 17: Telefónica mobile data revenue growth Exhibit 18: Telefónica strategies by business driver Exhibit 19: Prepaid data monetization 'roadmap' example Exhibit 20: TEF data as % of mobile services, FY2015 Exhibit 21: Sample TEF data upsell programs Exhibit 22: ATandT mobile broadband strategies by business driver Exhibit 23: ATandT mobile share value plan elements Exhibit 24: ATandT 2015 performance - selected KPIs Exhibit 25: Mobile revenue share - UK, YE 2015 Exhibit 26: BT-EE strategies by business driver Exhibit 27: Sample mobile data offers - EE Exhibit 28: EE's mobile data pricing structure Exhibit 29 Cross-selling market potential - BT consumer services Exhibit 30: AMX capex investments - 2011 to 2015 Exhibit 31: AMX mobile broadband strategies by business driver Exhibit 32: Claro data monetization offers - LATAM Exhibit 33: América Móvil revenue by business - 2015 Exhibit 34: Multi-play services growth - 2015-2020 Exhibit 35: Monetization opportunities by WiFi service model Exhibit 36: Project Fi vs. Standard mobile services Exhibit 37: Boingo's hotspot footprint - YE 2015 Exhibit 38: Boingo's revenue streams- YE 2015