THE MOBILE CARRIER LANDSCAPE: How AT&T, Verizon, T-Mobile, and Sprint are overcoming slow user growth amid a fierce price war

bii big four carrier revenue

This is a preview of a research report from Business Insider Intelligence, Business Insider's premium research service. To learn more about Business Insider Intelligence, click here.

It hasn't been smooth sailing for telecoms in recent years. Native voice and messaging services, which once accounted for the vast majority of telecoms' subscriber revenue, are struggling to compete with over-the-top (OTT) apps, like Facebook Messenger, WhatsApp, and Viber — and they're losing.

A fierce and ongoing price war among the Big Four carriers is only compounding the pressure telecoms are facing. The consequent resurgence of unlimited data plans is straining carriers' networks, and revenues are suffering.

Nevertheless, telecoms are now better positioned than ever to play a bigger role in their subscribers' lives. Consumers spend more than half of their digital time on smartphones, compared with a third on PCs. This shift has effectively placed telecoms at the front door of consumers' digital experience.

In a new report from Business Insider Intelligence, we examine where the wireless industry stands as a result of the price war and uptick in data demand from consumers. We also look at how technological advancements and the adoption of new product lines could incentivize the next wave of revenue growth for telecoms. Finally, we explore potential barriers to carriers' growth, and examine which of the Big Four carriers are poised to lead the pack.

Here are some of the key takeaways from the report:

Native voice and messaging services, which once accounted for the vast majority of telecoms' subscriber revenue, are struggling to compete with over-the-top apps.
A fierce ongoing price war among the Big Four is only compounding the pressure telecoms are facing.
Still, consumers' growing dependence on smartphones and data means telecoms are now better positioned than ever to play a bigger role in their subscribers' lives.
As digital continues to reshape the wireless industry, telecoms are preparing for the next wave of disruption, including connected cars, augmented reality, and 5G.
Despite a plethora of opportunities, several existing and emerging threats could impede telecoms' growth and expansion efforts.

In full, the report:

Describes how the US wireless carrier is shaping up.
Explores the effect of the fierce pricing wars taking place, and the methods carriers are using to retain their subscribers.
Highlights the new technology carriers are using to drive growth and revenue.
Looks at the potential barriers that could limit carriers' growth and examines who's best positioned to come out on top.

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