China Mobile quietly lowered the price of its 4G service at the end of 2017 in response to China Unicom’s ‘King Card’, and the continued development of its collaboration with OTT players that is fuelling the expansion of its 4G customer base. With all three Chinese operators now having similar 4G tariff portfolios, network coverage and content bundling will become the major differentiators in 2018, though the operators will need to pay close attention to user segment preferences for “optimized” versus open tariffs, and interest in operator-branded content.