Example experiment 1: Which mobile plan will you sign up to? Report on the discrete choice experiment. This is an example experiment. We asked Reddit users what mobile plan they would use be inclined to buy. DRAFT

IMPORTANCE BY ATTRIBUTE RELATIVE VALUE BY LEVEL Relative importance by attribute and value by level DRAFT IMPORTANCE BY ATTRIBUTE RELATIVE VALUE BY LEVEL Source: Example discrete choice experiment on Conjoint.ly (October 2016, n = 45) 2

International minutes included Marginal willingness to pay for features relative to baseline concept DRAFT Data included International minutes included SMS included Baseline concept 500MB 0 min 300 messages Source: Example discrete choice experiment on Conjoint.ly (October 2016, n = 45) 3

International minutes included Market share simulation DRAFT Name Price Data included International minutes included SMS included Telstra $70 per month 1GB 0 min Unlimited text Lebara $30 per month 10GB 300 min Optus $50 per month 90 min Source: Example discrete choice experiment on Conjoint.ly (October 2016, n = 45) 4

International minutes included Top ten product concepts by customer preference DRAFT Price Data included International minutes included SMS included Score Rank $30 per month Unlimited 300 min Unlimited text 49 1 0 min 47 2 90 min 46 3 10GB 37 4 300 messages 36 5 35 6 34 7 8 33 9 $50 per month 32 10 Note: Refer to the Excel profitability model for list of concepts ranked by profitability for the company Source: Example discrete choice experiment on Conjoint.ly (October 2016, n = 45) 5