Is Italy's Mobile Market Heating Up?

Italian telecoms are actively increasing their discounts to attract new customers with persuasive new promotions. Telecom Italia (TIM) has expanded the availability of its two plans designed to attract customers from rivals. Both plans come with large amounts of 4G data (100GB and 150GB), unlimited calls and SMS for EUR 7.99 (US $8.45) per month. Lyca Mobile has also joined the fray with its new “Port In” plan, which offers 200GB of 4G data plus unlimited calls and SMS, for EUR 8.99 (US $9.51) per month. Both companies’ plans are available for customers who port their numbers over from Iliad, Fastweb, PosteMobile, and a range of other MVNOs. It is difficult to say definitively whether the Italian mobile market is becoming more competitive based on just these two recent offers. These promotions from TIM and Lyca Mobile could just be part of the normal promotional lifecycle. However, it’s worth noting that both TIM and Lyca Mobile have introduced plans specifically aimed at enticing customers to switch from other providers. This could be an indication that these companies are feeling pressure to stand out in an increasingly crowded marketplace. While it remains to be seen if these new offers lead to a full-blown price war, it’s possible more offers like these could be introduced in the coming months, as Italian operators struggle for market share and attempt to retain customers in the face of growing competition.  Tarifica is a global SaaS company and a market leader in the real-time collection, analysis and delivery of telecom plan and pricing data worldwide. Through a mix of AI, modeling and market expertise, Tarifica tracks hundreds of thousands of plan and pricing data points daily. No other company tracks more. Tarifica's mission is to continuously convert data into the dynamic intelligence that fuels opportunities for its clients, the world's leading operators, regulators and consultants. Learn more about Tarifica at www.tarifica.com