6 March 2026

Europe’s device proposition reality: The gap between what customers want and what telcos offer

Mobile tariffs are under pressure, device sales are shifting away from telco channels, and sustainability targets are tightening. Many telcos are now facing a growing gap between customer expectations and traditional device offers. 


This white paper shows how to close that gap with circular-by-design device propositions that integrate financing, protection, trade-in, and early upgrade into one coherent promise – powered by the smart use of device residual value.

In this report, you’ll learn:

• Where today’s device proposition gap lies and why traditional telco offers no longer match customer expectations
• How residual value can be used to lower monthly costs, enable upgrades, and improve device returns
• Which device lifecycle services customers value most in longer ownership cycles
• Real-world lessons from WindTre and Sunrise on building integrated, circular device propositions
• The capabilities and steps telcos need to move from standalone add-ons to scalable, 
segment-led offers

Complete the form below to download your copy and explore how circular, integrated device propositions can become a powerful lever for growth, loyalty, and sustainability.