We know that penetration rates over 100% really means that individuals have multiple SIM cards. Most ARPU reports have not accounted for this though and we have actually seen a lower ARPU number in reports.

Wireless Intelligence has done a study trying to estimate the real ARPU. It shows the following:

- Revenue per real user is increasing in North America. Up from 60 to 64 USD since 2006. This is based on a real penetration around 71% compared to the reported 92% in Q309

- Revenue per real users is declining in Western Europe. It is down to 33 EUR from 34.2 EUR. This is based on a real penetration of 87% as opposed to reported 128%

Interesting to see an increase in the US during the recession. Seems like we are near saturation in Europe. Carriers will have to fast-track introduction of new services to charge for, maybe look over the mobile broandband offering and up the quality in the networks to stay competitive. What do you think?