- Issues in the Market
- Polarisation of usage
- Retail segmentation
- The role of the Internet
- Complexity and transparency
- Key themes
- Definitions
- Telephone equipment
- Mobile phone packages
- Technology definitions
- Abbreviations
- Market in Brief
- Historical trends
- Channels of distribution
- Market leaders
- Figure 1: Where last mobile phone purchased, February 2007
- Consumer behaviour
- The future
- Industry Insight
- Key Points
- The market
- Future growth
- It is still a deal-driven market
- The network operators
- The new mobile phone consumer
- The next generation mobile phone store
- The multi-channel challenge
- Fashion & technology
- Convergence
- The impact of convergence
- European Consumer Context
- Fixed-line telephones
- Figure 2: Types of telephone owned - Germany, Spain, France and GB, 2006
- Mobile phone ownership
- Figure 3: Trends in ownership of mobile phones - Germany, Spain, France and GB, 2002-06
- Mobile phone features
- Features available
- Figure 4: Have features - Germany, Spain, France and GB, 2006
- Features used
- Figure 5: Use features - Germany, Spain, France and GB, 2006
- Percentage using features available
- Figure 6: Percentage using features available - Germany, Spain, France and GB, 2006
- Internal Market Environment
- Number of connections
- Figure 7: Total telecommunications connections, 2001-05
- Figure 8: Breakdown of telecommunications connections, by type, 2001-05
- Rely on mobile only?
- Figure 9: Main method of making and receiving calls among UK adults, 2004 and 2005
- Fixed-line telephones
- Figure 10: Types of telephone and fax machine owned, 2002-06
- Mobile phone ownership
- Figure 11: Trends in ownership of mobile phones, 2000-06
- Multiple ownership of mobile phones
- Figure 12: People in the household owning a mobile phone, 2002-06
- Type of mobile phone contract
- Figure 13: Type of mobile phone contract used, 2002-06
- How long with current mobile network
- Figure 14: How long with current mobile network, 2002-06
- Rising ownership of mobiles among children
- Figure 15: Youth ownership of mobile phones, 2005 and 2006
- Figure 16: Youth, ownership of mobile phones, who pays and type of contract, 2005 and 2006
- Mobile phone features
- Features available
- Figure 17: Have features, 2004-06
- Features used
- Figure 18: Features used, 2004-06
- Percentage using features available
- Figure 19: Percentage using features available, 2004-06
- Commoditisation
- The social role of mobiles
- 3G drives content?
- Convergence
- A highly competed market
- Manufacturers moving in?
- Health issues
- Free calls/texts
- Complexity
- Broader Market Environment
- Population trends
- Growing population
- Figure 20: UK: Population trends, 2002-07
- Immigration impact
- But ageing too
- Figure 21: UK: Population trends by age band, 2002-12
- Household sizes getting smaller
- Figure 22: UK: Percentage change of household size, 1996-2006
- Population implications
- Strong consumer confidence
- Figure 23: PDI and consumer expenditure, at current and constant 2002 prices, 2002-12
- But a more cautious consumer will emerge
- Figure 24: PDI and consumer spend growth rates, at current and constant prices, 2002-07 and 2007-12
- Market in Context
- Consumer spending
- Figure 25: UK: Consumer spending on communications, 2002-06
- Figure 26: UK: Consumer price index (selected goods) and share of communications of all consumer spending, 2002-06
- Figure 27: UK: Average weekly expenditure on telecoms of households, 2003/04-2005/06
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Retail Sector Sales and Forecast
- Key points
- Future
- Past
- Outlook
- Figure 28: UK: Retailers’ sales, 2002-12
- Figure 29: UK: Other specialist retailers’ sales as share of all retailers sales, 2002-12
- Past trends
- Figure 30: UK: Retail sales of telecommunications equipment, 2002-06
- Figure 31: UK: Retail sales of mobile telephones, number of enterprises, 2001-05
- Market Size and Forecast
- Key points
- The mobile phone market
- Figure 32: Mobile phone subscribers 2001-05 and UK retail sales of handsets, by volume, 2002-06
- Figure 33: Index of UK sales of mobile phone handsets, by volume and value (current prices), 2002-06
- Figure 34: Market size and forecast for mobile phone handsets, at current and constant 2007 prices, 2002-12
- Factors incorporated in the forecast
- Figure 35: UK: Fixed line subscribers, 2001-05
- Figure 36: Sales of fixed line telephones and answering machines, by volume and value, 2003-06
- Figure 37: UK sales of telephones and answering machines, by type, volume and value, 2005
- Where and How They Buy Mobile Phones
- Key findings
- Where people buy mobile phones
- Orange retains pole position
- CPW up and Vodafone down
- Other winners and losers
- Gifting is a big market
- Figure 38: Outlet where last mobile phone purchased, January 2006 and February 2007
- Who buys where
- Specialists
- No pronounced gender bias
- The young like T-Mobile, O2 and other specialists
- Figure 39: Mobile phone specialists where last mobile phone purchased, by age, February 2007
- Less affluent socio-economic bias at T-Mobile
- Figure 40: Mobile phone specialists where last mobile phone purchased, by socio-economic group, February 2007
- Figure 41: Mobile phone specialists where last mobile phone purchased, by gender, age and socio-economic group, February 2007
- Pre-/no family lifestage is the most important
- Figure 42: Mobile phone specialists where last mobile phone purchased, by lifestage, February 2007
- O2 has a very clearly defined audience
- Figure 43: Bought last mobile phone from O2, by special group, February 2007
- Figure 44: Mobile phone specialist where last mobile phone purchased, by lifestage and Special Groups, February 2007
- Non-specialists
- Mobiles are a popular gift for women, teenagers and older people
- Figure 45: Mobile phone received as a gift, by gender, age and socio-economic group, February 2007
- Supermarkets have fairly broad appeal
- Figure 46: Bought last mobile phone from supermarket, by gender, socio-economic group and lifestage, February 2007
- But other retail outlets are biased to the young, families and urban prosperous
- Figure 47: Bought last mobile phone from other retail outlet, by age, lifestage and ACORN category, February 2007
- Who on earth doesn’t have a mobile?
- Figure 48: Those that do not have a mobile phone, by age, socio-economic group and commercial TV viewing, February 2007
- Figure 49: Non-specialists where last mobile phone purchased and those not having a mobile phone, by gender, age, lifestage, ACORN category and commercial TV viewing, February 2007
- Channel used for last mobile phone purchased
- Figure 50: Channel used for last mobile phone purchased, February 2007
- Who buys from which channel
- Figure 51: Channel used for last mobile phone purchased, by age, February 2007
- Figure 52: Channel used for last mobile phone purchased, by gender, age, lifestage and Special Groups, February 2007
- Figure 53: Channel used for last mobile phone purchased, by socio-economic group and working status, February 2007
- Figure 54: Channel used for last mobile phone purchased, by socio-economic group and working status, February 2007
- Figure 55: Channel used for last mobile phone purchased, by outlet used, February 2007
- Where and How They Buy Mobile Phones - Detailed Consumer Demographics
- Figure 56: Mobile phone specialist where last mobile phone purchased, by presence of children, working status, region, ACORN categories, technology usage, Internet usage, newspaper readership, commercial TV viewing and supermarket used, February 2007
- Figure 57: Non-specialists where last mobile phone purchased and those not having a mobile phone, by presence of children, Special Groups, working status, region, technology usage, Internet usage, newspaper readership and supermarket used, February 2007
- Figure 58: Channel used for last mobile phone purchased, by presence of children, region, ACORN categories, technology usage, Internet usage, newspaper readership and supermarket used, February 2007
- Channels of Distribution
- Fixed line equipment
- Figure 92: Distribution of fixed line telecommunications equipment (phones, fax, answering machines), by channel, 2003-06(e)
- Figure 93: Distribution of fixed line telecommunications equipment (phones, fax, answering machines), by channel, by value, 2003-06(e)
- Mobile handsets
- Figure 94: Distribution of mobile handset sales, by channel, 2000, 2002 and 2004-06(e)
- Figure 95: Distribution of mobile handsets, by channel, by volume, 2000, 2002, 2004-06
- Retail Competitor Analysis
- Figure 96: UK: Leading telecommunications specialists, 2006
- Channel used for last mobile phone purchased
- Evaluation
- Figure 97: Telecommunication specialists, evaluation, 2006/07
- Retail Advertising and Promotion
- UK advertising expenditure
- Specialist mobile phone stores
- Figure 98: Main media advertising spend, by leading specialist mobile phone stores, 2002-06
- Figure 99: Share of main media advertising spend by leading specialist mobile phone stores by retailer, 2006
- Figure 100: Share of main media advertising spend, by specialist mobile phone stores by media, 2006
- Figure 101: Media advertising spend by leading specialist mobile phone stores by media, 2006
- Non-specialists
- Figure 102: Main media advertising spend, by leading non-specialist stores on advertising mobile phones, 2002-06
- Figure 103: Main media advertising spend by leading non-specialist stores on advertising mobile phone, 2006
- Figure 104: Media advertising spend by leading non-specialist stores on advertising mobile phone by media, 2006
- Mobile phone manufacturers
- Figure 105: Main media advertising spend by leading manufacturers on advertising mobile phones, 2002-06
- Figure 106: Main media advertising spend, by leading manufacturers on advertising mobile phones, 2006
- Retailer Profiles
- 3
- Strategic evaluation
- Background
- Financial performance
- Figure 117: 3: UK revenue split by type of customer, 2006
- Store portfolio
- Figure 118: 3: Interior
- Retail offering
- Market positioning
- Brands
- Product offer
- Pricing
- e-commerce & home shopping
- Advertising
- The Carphone Warehouse
- Strategic evaluation
- Network operators - friend or foe?
- Diversification - a good move, but insignificant so far
- Background
- Financial performance
- Figure 119: The Carphone Warehouse: Group turnover, 2001/02-2006/07
- Figure 120: The Carphone Warehouse: Retail turnover, 2002/03-2006/07
- Figure 121: The Carphone Warehouse: Distribution turnover, 2006
- Figure 122: The Carphone Warehouse: Total group turnover by region, 2006
- Store portfolio
- Figure 123: The Carphone Warehouse: Interior
- Figure 124: The Carphone Warehouse: Outlet data, 2002-07
- Figure 125: The Carphone Warehouse: Outlet data, April 2007
- Figure 126: The Carphone Warehouse: Store development, 2002-07
- Retail offering
- Market positioning
- Product offer
- Brands
- Pricing
- e-commerce & home shopping
- Advertising
- Orange UK
- Strategic evaluation
- Background
- Orange quickly establishes itself in the market
- Changes of ownership
- Financial performance
- Figure 127: Orange Retail Ltd: Group financial performance, 2001-05
- Store portfolio
- Figure 128: Orange Retail Ltd: Outlet data, 2001-05
- Retail offering
- Market positioning
- Product offer
- Operational issues
- Advertising & marketing
- e-commerce & home shopping
- Phones 4U
- Strategic evaluation
- See what you can do without O2
- A young image
- Reliant on network operators
- Background
- Financial performance
- Figure 129: Phones 4U: Financial performance, 2001-06
- Store portfolio
- Figure 130: Phones 4U: Interior
- Retail offering
- Market positioning
- Brands
- Product offer
- Pricing
- e-commerce & home shopping
- Advertising
- Telefonica O2 Europe
- Strategic evaluation
- Background
- O2 begins life as part of BT
- European operations
- Mobile Virtual Networks
- Telefonica acquires O2
- Financial performance
- Figure 131: O2 Plc: Mobile telecommunications turnover, country breakdown, 2003-05
- Figure 132: O2 Plc: Revenue split by segment & country, 2003-05
- Figure 133: O2 (Retail): Group financial performance, 2002-05
- Store portfolio
- Figure 134: O2 (Retail): UK outlet data, 2002-06
- Retail offering
- Market positioning
- Product offer
- Operational issues
- Advertising & marketing
- e-commerce & home shopping
- T-Mobile UK
- Strategic evaluation
- Background
- Financial performance
- Figure 135: T-Mobile UK: Turnover, 2003-06
- Store portfolio
- Figure 136: T-Mobile UK: Store portfolio, 2002-06
- Retail offering
- Market positioning
- Brands
- Product offer
- Pricing
- e-commerce & home shopping
- Advertising
- Virgin Mobile
- Strategic evaluation
- Background
- Financial performance and store portfolio
- Stores
- Vodafone Group
- Strategic evaluation
- Background
- First mover advantage
- Retail expansion
- Mannesmann acquisition
- Financial performance
- Figure 137: Vodafone Distribution Limited (retail outlets): Group financial performance, 2001-05
- Major European operations
- The global and European context
- Figure 138: Vodafone Plc: Selected financial data from major European markets, 2006
- Figure 139: Vodafone Plc: Average monthly ARPU, 2006
- Vodafone Italy
- Vodafone Spain
- Vodafone Germany
- Store portfolio
- Figure 140: Vodafone Distribution Limited (retail outlets): Outlet data, 2001-06
- Vodafone Connectivity Centres
- MVNO deal with Asda
- Retail offering
- Market positioning
- Product offer
- Operational issues
- Advertising & marketing
- e-commerce & home shopping
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