Telecom Italia is exploring premium-priced mobile services for guaranteed fast connectivity during major events, CEO Pietro Labriola revealed Wednesday. The company provided enhanced 5G coverage at the Milano Cortina Winter Olympics, where over 60,000 attendees shared real-time videos and photos at the opening ceremony.

Italy's mobile market remains fiercely competitive, with operators offering 100-gigabyte monthly plans for under 10 euros ($11.78). This price war has eroded sector margins, pushing carriers to seek new revenue streams. Labriola argued that volume-driven growth is insufficient in this environment and that operators must find alternative ways to monetize network investments.

While TIM currently offers enhanced event connectivity for free, the CEO suggested customers might soon pay a premium for this service. Labriola drew parallels to stadium pricing for food and beverages, questioning why ultra-fast connectivity shouldn't command similar premiums. The company has not disclosed potential pricing levels or implementation timelines. Labriola also emphasized that industry consolidation is crucial for improving pricing efficiency, particularly as rival operators Iliad and Wind Tre reportedly explore a merger that would reduce Italy's mobile network operators from four to three.