The current global trend towards tariff reduction highlights the importance of generating and promoting data usage through LTE’s enhanced customer experience. Introducing value-added services can also be a functional way for mobile operators to promote broadband usage; when successfully perceived by customers as a differentiation factor, it can be a rewarding way to enhance the value proposition and support sustainable growth. To better monetize their LTE investments, telecom operators should leverage pricing models that further stimulate data consumption, such as data volume tiered pricing, speed-based differential pricing or bundling of OTT services.