The Italian mobile market added 0.5 million lines in the 12 months to end of September 2019, reaching a total of 101.4 million thanks mainly to a 3.3 million surge in M2M lines, which offset a 2.7 million fall in traditional human SIMs, according to the latest report from regulator Agcom corresponding to Q3 2019. Just under 70 percent of human SIMs used data traffic, up from 50 percent in 2015, with the average data consumed rising over 60 percent year on year to 6.3 GB a month in the third quarter.
Wind Tre continued to lead the market of human SIMs at the end of September with a 30.7 percent share, down 2.5 percent year on year, mainly due to the 5.6 percent market share reached by new entrant Iliad since it launched at the end of May 2018. TIM remained second with 27.4 percent, down 0.6 percent year on year, while Vodafone fell by 0.9 percent to 25.1 percent of the market. PosteMobile increased its share by 0.5 percent year on year but still fell behind Iliad at 5.3 percent, with Italy’s remaining MVNOs accounting for 5.9 percent of the market, up 0.5 percent.
Counting M2M lines, TIM remained market leader with a 30.0 percent share, down 0.9 percent on year, followed by Vodafone and Wind Tre, with 28.8 percent and 28.1 percent of the market, down 0.5 percent and 1.3 percent respectively, Iliad with 4.4 percent and PosteMobile with 4.2 percent.
