BT keeping ahead of the competitors in the UK broadband market with smart tariffs

BT’s size and entrenched leadership position mean that every broadband provider has BT in their target sights. Nicking a little market share from BT must seem like the obvious and straightforward thing to do.

After all, BT is large, is committed to battle on many fronts and is constrained by regulatory obligations. And, besides, the British public loves a plucky underdog. Move over BT!, so you might think.
Not so fast! According to Quantum-Web market monitoring services, in the last couple of years, BT has defied conventional expectations and is now itself the one who is nicking market share from its competitors (figure 1) . And, what’s more, again defying conventional expectations about market share growth, BT’s ARPU has been rising over the same period (figure 2).
How come? Of course, BT’s marketing / advertising muscle plays a role. So too its astute tactics around BT Sport but most importantly smart strategic tariff policy has been decisive. The two charts below show the main UK telecoms and media operators KPIs.

PR, UK market1

The tariffs are for residential customers and expressed in Euro excluding VAT.


Quantum Web’s extensive portfolio of analysis also includes detailed information for both wireless and wireline broadband tariffs of 541 major operators in 138 countries.

The tariffs are analysed according to the following parameters:
• Download and upload speed
• Recurring and non recurring costs
• Throttling or overage details
• Type of device
• Bundling characteristics

There is a comparison of broadband pricing strategies for each operator in the tariffs monitoring service on the basis of the following perspectives:
• Fixed broadband tariffs by speed
• Fixed broadband tariffs analysis by access technology
• Fixed broadband tariffs analysis for stand-alone vs. bundled services
• Wireless broadband tariffs analysis of 2G, 3G and 4G
• Wireless broadband tariffs analysis of 2G, 3G and 4G cost per GB