Table of Contents
Introduction and Abbreviations
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- Relevant reports
- Definitions
- Consumer research
- Lifestage and Special Groups
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Going beyond a quick fix
- One step further – emergency use
- Boosting the contract at home
Executive Summary
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- A healthy appetite for mobile telephony
- Soaring subscription levels
- Contract phones are fighting the tide
- Nokia losing ground in widening market
- 3 drives revolution in network provision
- Texting is social and cultural phenomenon
- A faster future
Market Drivers
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- Consumers prioritise in a climate of caution
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- Figure 1: PDI and consumer expenditure, at constant prices, 1999-2008
- ARPU is up and down
- Changing lifestyles
- Consumers on the move…
- …and those that stay at home
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- Figure 2: GB ownership of mobile phones, 2000-04
- Wireless services
- Telecommunications needs for different age groups
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- Figure 3: Trends and projections in UK population, by age group, 1999-2008
- The pull of youth culture
- Spending power
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- Figure 4: Those agreeing mobile phone is indispensable, by age and Mintel’s Special Groups, January 2005
- The new phones
- Switching networks
- Child protection
- Mobile communication?
Market Size and Trends
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- Service subscribers
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- Figure 5: Mobile phone subscribers, 1995-2005
- Figure 6: Mobile phone subscribers, 1995-2005
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- Figure 7: UK expenditure on major brown goods, 1999-2004
- The big 3G launch(es)
- A pay-as-you-go Christmas
- 3G making inroads with contract plan subscribers
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- Figure 8: UK retail sales of mobile phone handsets, by volume and value, 2000-05
Market Segmentation
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- Pre-pay voice calls showing signs of decline
- Contract sales are steady
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- Figure 9: UK retail sales of mobile phones, by volume and type of package, 2002-04
- Figure 10: Total network subscribers, by type of agreement, 2002-04
The Supply Structure
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- Handset manufacturers
- More space for new players?
- Bigger players retain durability
- Own-brand
- Brand shares
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- Figure 11: Estimated mobile phone handset brand share, by volume, 2002 and 2004
- Brands and profiles
- Nokia
- Siemens
- Samsung
- Sony Ericsson
- Motorola
- LG
- Service providers
- Welcoming new subscribers
- A widening market
- Brand shares
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- Figure 12: Network operator subscriber shares, 2004
- Figure 13: Total network subscribers, by network operators, 2002 and 2004
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- Figure 14: Mobile phone subscribers, by network operator and payment type, 2002 and 2004
- Brands and profiles
- Orange
- Vodafone
- mmO2
- T-Mobile
- 3
Advertising and Promotion
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- Overview
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- Figure 15: Main monitored media advertising expenditure on the mobile phone handsets, and advertising as a percentage of sales, 2000-04
- Networks are prepared to take the plunge
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- Figure 16: Total main monitored media advertising expenditure on the mobile phones market, by sector, 2002 and 2004
- Handset manufacturers – 3G excitement
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- Figure 17: Total main monitored media advertising expenditure on the mobile phones market, by sector, 2002 and 2004
- Service providers – calls for loyalty?
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- Figure 18: Top five advertisers – residential mobile communications services/network, 2002 and 2004
Distribution
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- Consumers need service
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- Figure 19: Retail volume sales of mobile phone handsets, by outlet type, 2000-04
- Further consolidation?
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- Figure 20: Principal specialist retailers of mobile phones, by number of outlets, 2002 and 2004
The Consumer
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- Mobile phone ownership
- Necessities, not luxuries
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- Figure 21: Number of people in household owning a mobile phone, 2001-04
- Mobility for the masses
- Retired are still fighting shy
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- Figure 22: Mobile phone ownership, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2004
- Number of mobiles in the home
- Presence of children
- Mobile owners are getting younger?
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- Figure 23: Mobile phone ownership – 7-14s, by gender, age, socio-economic group and region, 2004
- Type of phone/plan
- Pre-pay popularity still pre-eminent
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- Figure 24: Type of mobile phone, 2004
- The bill
- Spending low for pre-pay
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- Figure 25: Total monthly bill, 2004
- Youth – who pays the bill?
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- Figure 26: Who pays mobile phone bill? – 7-14s, 2004
- The service
- How long with current provider
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- Figure 27: Length of time connected to current network, 2001-04
- Service providers
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- Figure 28: Service provider and type of plan, January 2005
- Service providers and service plans: a typical contract customer
- Network distribution
- Attitudes towards communication
- Voice calls are most effective
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- Figure 29: Attitudes towards communication and mobile phones, January 2005
- Attitudes towards the bill
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- Figure 30: Usage habits and bill paying, January 2005
- Features and handsets
- Replacement motivation
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- Figure 31: Reasons for purchasing a new mobile phone, January 2005
- Making use of what they have
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- Figure 32: Features on mobile phone, 2001-04
The Consumer - Detailed Demographics
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- Number of mobile phones
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- Figure 33: Number of people in household owning a mobile phone, by gender, age, socio-economic group, working status and region, 2004
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- Figure 34: Number of people in household owning a mobile phone, by presence of children, marital status, household size, lifestage and Mintel’s Special Groups, 2004
- Type of plan and service provider
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- Figure 35: Type of plan and service providers, by gender, age, socio-economic group, region, working status, supermarkets shopped, ACORN classifications and commercial TV viewing, January 2005
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- Figure 36: Type of plan and service providers, by marital status, presence of children, Mintel’s Special Groups, media usage, detailed lifestage and household size, January 2005
The Consumer – Assessing Loyalty & Enthusiasm
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- Plans and providers
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- Figure 37: Cross-usage of plans and providers, by plans and providers, January 2005
- Texters like T-Mobile
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- Figure 38: Service plan used, by attitudes towards communication, January 2005
- The customs of contract customers
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- Figure 39: Service providers and types of plans used, by attitudes towards phone usage and costs, January 2005
- Buying a new phone
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- Figure 40: Service providers used, by reasons for buying a new phone, January 2005
- Consumer typologies – attitudes towards communication
- Three distinct types of mobile user
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- Figure 41: Consumer mobile phone typologies, January 2005
- Social Texters
- Personal Touch
- Emergency Users
- Cross-analysis – consumer typologies and attitudes
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- Figure 42: Consumer typologies, by attitudes towards communication, January 2005
- What kind of talk?
- The phenomenon of texting
- Fondness for the written word
- Mobile phones and privacy
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- Figure 43: Consumer typologies, by attitudes towards phone usage and costs, January 2005
- Calling habits and the relationship to the plan
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- Figure 44: Consumer typologies, by service providers and type of plan used, January 2005
The Consumer – Assessing Loyalty and Enthusiasm – Detailed Demographics
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- Consumer typologies
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- Figure 45: Consumer typologies, by gender, age, region and marital status, January 2005
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- Figure 46: Consumer typologies, by socio-economic group, working status, household tenure and ACORN classification, January 2005
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- Figure 47: Consumer typologies, by presence of children, Mintel’s Special Groups, media usage, detailed lifestage, supermarkets shopped and commercial TV viewing, January 2005
The Future
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- 3G ownership set to grow
- Pricing
- What future for the networks?
- Expanding the subscriber base
- A high-speed corporate future
- Evolving consumer habits
- New product development
Forecast
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- Price deflation to ensure strong growth
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- Figure 48: Forecast of the UK retail market for mobile phones, 2005-10
- NPD will increase appeal across the nation:
- i) New forms of communication and interaction
- ii) Additional features and function
- iii) Phones of fashion
- Obstacles to growth: Technology and the ageing population
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- Figure 49: Indexed growth of the UK retail market for mobile phones, by volume and value, 2000-10
- Factors incorporated in the forecast
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