In an ideal world, consumers could book one data plan for all their mobile devices, from smartphones to USB modems, laptops, gaming consoles and tablets. Recently, a handful of European operators have started to work towards that ideal, experimenting with early multi-SIM propositions and promotions for mobile data shared across two different devices, or even two different users.

In this advisory report, we will look at three early examples. All three demonstrate a variation on the service model: the device-specific, short-term promotion (Movistar Spain’s iPad promotion for existing customers); the standard service, as an extension of a mobile data portfolio (Vodafone Italy Sempre Tutto); and the bolt-on option model (3PartnerCard from 3Austria). With such positioning flexibility, multi-SIM clearly offers plenty of potential for service differentiation. Perhaps multi-SIM’s most interesting potential, however, is in the role it could be made to play in offsetting ‘unlimited data’ competitive aggression.

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