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Home > Communications > Wireless > Components/Equipment
Mobile Phones and Network Providers - UK
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- Issues in the Market
- Key themes
- Definition
- Market in Brief
- Increasingly saturated market
- Consumers want value
- Technology moves on
- Competition increasing for all
- Many consumers remain conservative towards manufacturer and operator efforts to drive the market
- Internal Market Environment
- Key points
- We’re all mobile these days
- Figure 1: Mobile phone ownership, 2003-07
- Figure 2: Outbound call minutes, by fixed and mobile line, 2002-06
- Mass ownership brings troubling consequences for networks
- Figure 3: Who pays mobile phone bill, 2005 and 2007
- Are networks really suffering?
- Figure 4: Real cost of mobile voice and SMS per month(1), 2002-06
- Figure 5: Average monthly expenditure, by fixed and pay-as-you-go, 2003-07
- But a mature market does present networks with challenges
- Triple play
- Figure 6: Summary of multi-service operators offering mobile and other services, 2007
- Increasing network loyalty
- Networks want to focus on handset manufacturing
- Established handset makers are moving into new markets, too
- Competitive Context
- Key points
- Social networking
- Fashion handsets
- Advertiser-funded networks
- Fixed line
- The lure of the iPod
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size
- Key points
- Mobile subscriber numbers continue to rise…
- Figure 7: Mobile phone subscribers, 2002-07
- ...boosting mobile revenues
- Figure 8: Total mobile phone revenues, 2002-07
- Handset sales also record strong growth
- Figure 9: UK retail sales of mobile phone handsets (including contract), by volume and value, 2002-07
- Market Value Forecasts
- We predict the development in the mobile market on basis of the following assumptions:
- Figure 10: Monthly fixed contracts, average annual % change, 2003-07
- Consumer groups used in analysis
- Figure 11: Monthly fixed contracts, average annual % change, 2003-07 applied to consumer groups
- Average annual expenditure of consumer groups
- Figure 12: Number of subscribers within consumer groups, average monthly expenditure, 2007
- Three scenarios
- Static scenario
- Figure 12: Static scenario - forecast of subscribers, value sales and monthly expenditure by consumer groups, 2007-11
- Figure 13: Static scenario, Past market’s growth rates per annum and forecast value sales
- Stable scenario
- Figure 14: Stable scenario - forecast of subscribers, value sales and monthly expenditure by consumer groups, 2007-11
- Figure 15: Stable scenario, past market’s growth rates per annum and forecast value sales
- Growth scenario
- Figure 16: Growth scenario - forecast of subscribers, value sales and monthly expenditure by consumer groups, 2007-11
- Figure 17: Growth scenario, Past market’s growth rates per annum and forecast value sales
- Market Segmentation
- Key points
- Prepay remains main market for new handset sales...
- Figure 18: UK retail sales of mobile phones, by volume and type of package, 2004-06
- Contract is increasing its share of the subscriber market...
- Figure 19: Total network subscribers, by type of agreement, 2004-06
- As is the profile of the MVNO sector…
- Figure 20: Total network subscribers, by type of operator, 2004-06
- 3G sector begins to show growth
- Figure 21: Total network subscribers, 3G v other, 2004-06
- Market Share
- Key points
- Handset market
- Sony Ericsson outperforms all others
- Figure 22: Estimated mobile phone handset brand share, by volume, 2002-06
- Major brands win out against new upstarts
- Operator market
- Fragmented market with O2 and MVNOs gaining share
- Figure 23: Total network subscribers, by network operators, 2002-06
- Shift between prepay and contract presents a more complicated picture
- Figure 24: Mobile phone subscribers, by network operator and payment type, 2004 and 2006
- MVNOs - what future do they have in the market?
- 3G - 3 facing increased competition
- Figure 25: Estimated share of 3G subscriptions, 2004 and 2006
- Companies and Products
- Handset manufacturers
- LG
- Motorola
- Nokia
- Samsung
- Sony Ericsson
- Network Operators
- 3
- O2
- Orange
- T-Mobile
- MVNOs
- Tesco Mobile
- Virgin Mobile
- Brand Communication and Promotion
- Key points
- Network expenditure rises while investment on handsets stalls
- Figure 42: Main monitored media advertising expenditure on mobile phone handsets and advertising as a percentage of sales, 2002-07
- Figure 43: Main monitored media advertising expenditure on mobile phone networks and advertising as a percentage of sales, 2002-07
- Investment by manufacturers is concentrated in the hands of a few companies
- Figure 44: Total main monitored media advertising expenditure on handsets, by manufacturer/other company, 2004 and 2006
- Big four invest in their fight for market share
- Figure 45: Total main monitored media advertising expenditure on networks, by operator/other company, 2004 and 2006
- Use of low-cost mass media is popular with handset manufacturers...
- Figure 46: Main monitored media advertising spend on mobile downloads, by channel, 2003-07
- ...with television remaining popular with network operators
- Figure 47: Main monitored media advertising spend on mobile downloads, by channel, 2003-07
- Advertising strategies
- Operators - looking to maximise opportunities in a crowded market
- Manufacturers - heavily focused on the promotion of specific models
- Channels to Market
- Key points
- Independents lose out as new channels strengthen share
- Figure 48: Retail volume sales of mobile phone handsets, by outlet type, 2002-06
- Support and integrated approach vital
- Network operators tighten grip on specialist sector of the market
- Figure 49: Principal specialist retailers of mobile phones, by number of outlets, 2002-06
- Consumer - Purchasing
- Key points
- Traditional retail outlets remain main purchase channel
- Figure 50: How last mobile phone was purchased/upgraded, 2007
- MP3/Radio proving popular as a feature
- Figure 51: Which of the following mobile phones do intend to buy or currently own?, June 2007
- Consumer - Mobile Handset Usage
- Key points
- Text services and camera features proving most popular
- Figure 52: Features have and features used on mobile phones, 2007
- Basic phone functions are the most used every day
- Figure 53: Which of the following do you do with your mobile phone? And how often do you do it? June 2007
- The Consumer - Mobile Network Decision-making and Usage
- Key points
- Price, price and price again
- Figure 54: Important factors when choosing mobile phone network, 2007
- Healthy network market exists although some operators perform better than others in customer retention
- Figure 55: Please indicate your service provider and plan type. Please can you also indicate if you have ever been with another service provider and switched, June 2007
- Appendix
- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Consumer - Additional Data
- Figure 57: Features have and features used on mobile phones, 2003-07
- Figure 58: Important factors when choosing mobile phone network, 2003-07
- Attitude cluster analysis
- Figure 59: Consumer typologies, by gender, age, region, socio-economic group, household income, media usage, presence of children, supermarket usage and TV reception, June 2007
- Attitude clusters and cross-tabs
- Figure 60: Consumer typologies, by attitudes towards mobile phones, June 2007
- Figure 61: Consumer typologies, by interest in features, June 2007
- Figure 62: Consumer typologies, by network operator and target group, June 2007
- Figure 63: Consumer typologies, by interest in features and number of features used, June 2007
- Figure 64: Monthly fixed contracts, average annual % change, 2003-07
- Figure 65: Numbers of features on a mobile handset used
- Figure 66: Breakdown of payg and fixed contract mobile users, 2007
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