Spotlight on price increases: UK mobile market in Q3 2025

Service revenues were flat this quarter, pointing to strong underlying performance in spite of the drag from changing in-contract price increases and subscriber decline.

Traffic growth has picked up to 15% over the past couple of quarters, suggesting that at least some of the recent sharp slowdown was somewhat one-off in nature.

The outlook for revenue growth is positive, particularly thanks to BT/EE leading the way on ramping in-contract price increases, but there are also inherent risks in such moves.

Q2 results were something of a mixed bag. Headline growth was solid thanks to 1&1 onboarding, and whilst underlying trends in Germany for both revenue and EBITDA were still firmly negative, the former stabilised and the latter improved.

Tightening of EBITDA guidance in Europe is welcome, implying a flat headline performance and an underlying EBITDA decline of no more than 4%, with the potential for better, we believe.

VodafoneThree synergies and cloud reselling should take over the growth mantle when the 1&1 boost fades, facilitating some limited capacity for dividend growth.

BT’s financial performance in Q2 was much the same as the previous quarter, despite growing pressure on consumer and wholesale broadband from altnets and competitive responses to them.
 

We see this pressure easing in time, due to roll-out slowdowns and the inevitable consolidation of the altnet industry into a wholesale model, but there may be some tricky quarters ahead.
 

Current full year guidance looks nonetheless very achievable and sustained growth thereafter looks likely, with earlier rather than later consolidation good for BT as well as the altnets themselves.

VMO2’s fixed business faced significant pressure in Q3, with ARPU declining by 1% in spite of an in-contract price-increase boost, and there is evidence of competitive intensity worsening since then.

The completion of Telefónica’s strategic review provides some clarity on VMO2’s priorities, with ownership changes at VMO2 and a NetCo sale unlikely.

Uncertainty around timing of altnet M&A and other opportunities for VMO2 is creating a lull in its growth profile, but there is reason to believe that clarity on at least some fronts will emerge fairly soon.

In-contract price increases have been the worst of all worlds—reputationally damaging for telecoms operators but contributing (temporary) revenue growth of just half the rate of inflation. We expect the revenue boost from in-contract price increases of 5% last year to become a 2% drag from Q2 2024.

Cost inflation is, however, cumulative with an acceleration in the gulf between costs and revenues forecast from here. We expect muted financial guidance for 2024/25 from BT Consumer and Vodafone UK over the coming weeks.

Rising new-customer pricing is a necessity if margins are not to be significantly squeezed, but competitive intensity and scale economics continue to thwart such efforts, with no real resolution in sight.