Prepaid Business is Shifting

According to NPD's Mobile Phone Track, 33 percent of phones bought are for no contract plans. And though much of that demand is driven by cost-conscious consumers, a new segment seems to be growing, namely purchases by consumers who simply do not want service contracts, though they otherwise could afford a post-paid plan. 


You might argue there now is a growing "pay as you go" segment, in addition to the traditional prepaid customers. 


Most larger mobile service providers are not especially fond of prepaid retail plans, for the simple reason that postpaid average revenue per user is higher. On the other hand, many mobile service providers who have targeted cost-conscious customers, and most mobile virtual network operators, tend to rely on prepaid packaging.


The latest wrinkle is a growing willingness on the part of service providers to consider ways of reducing handset subsidies. One way to accomplish that objective is to sell phones at full retail, without contract. 

And if that sounds like the "prepaid" model, it is. In fact, some believe a growing number of consumers are going to opt for "bringing their own phones" and buying service without need of a contract. 

But it is complicated. Carriers might not like paying handset subsidies, but they do like the churn-reducing contracts. Carriers might prefer the higher operating income from lower subsidies, but they also like the greater predictability of contract revenue.

In fact, AT&T Mobility and Consumer Markets President CEO Ralph de la Vega has said the growth opportunity in this country is in postpaid data, not in prepaid voice. AT&T's revenue growth of over $1.2 billion in 2010 for example, was more than twice the revenue growth for the entire U.S. prepaid industry. 

But consumer demand for prepaid continues to grow. In the U.S. wireless market, mobile service providers appear to have lost subscribers from contract-based plans for the first time in the first quarter of 2012.

That doesn't mean demand for mobile service is declining, only that demand is shifting towards prepaid plans.

The seven largest U.S. phone companies, representing more than 95 percent of the market, lost a combined 52,000 subscribers from contract-based plans in the January to March period, according to a tally by the Associated Press.

According to The NPD Group, prepaid now is a major reason even smart phones are gaining traction.

Top U.S. Smartphone Manufacturers	Q1'12
Apple	29%
Samsung	24%
HTC	15%
Motorola	10%
LG	7%
RIM Blackberry	5%

The rise of the pre-paid market contributed to Samsung’s growth in the first quarter of 2012. Android devices accounted for 79 percent of the prepaid smartphone market in the first quarter of 2012, for example.


NPD analysts have compared the end user cost of a a Virgin Mobile prepaid account and a similar contract-based offering from parent Sprint. The no contract solution shows a consumer cost saving starting in the 11^th month, NPD argues. 

NPD data also shows a steady growth in prepaid plan purchases, with a drop in indivisual postpaid plans.