Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Recession, what recession?
- Handset functionality and age schism at 45+
Fast Forward Trends
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- Trend 1: The Next Media Revolution?
- What is it?
- What’s it about?
- What does it mean?
- Trend 2: The Power of One
- What is it?
- What’s it about?
- What does it mean?
Market in Brief
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- Subscription levels grow
- Testing times for the Industry
- Credit crunch yet to impact on consumer mobile habits
- Highly fragmented market
- SMS continues to grow, but so does 3G
- Operators drive mobile internet
Internal Market Environment
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- Key points
- Mobile most popular digital device
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- Figure 1: Digital items personally used, June 2008
- Cost of ownership continues to fall
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- Figure 2: Average cost per voice minute, 2003-07
- Using handsets and the mobile web to grab share
- Advanced functionality available to the mass market
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- Figure 3: Device usage summary, July-October 2008
- Touch screens as a strategy
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- Figure 4: Features wanted on next handset
- The majority still mainly call and text
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- Figure 5: Features mobile users have versus features used on a handset
- Driving web adoption with content
Broader Market Environment
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- Key points
- Broadband adoption
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- Figure 6: UK broadband penetration, 2004-08
- Falling PDI
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- Figure 7: Total personal disposable income and consumer expenditure, 2003-13
- An ageing population
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- Figure 8: Trends in the age structure of the UK population, by gender, 2003-13
Competitive Context
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- Key points
- Busier, more complicated lives favour the mobile phone
- Communicating via the web
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- Figure 9: Selected activities undertaken on the internet in the last three months, 2003-08
- Switching off older consumers
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- Figure 10: Attitudes towards the rate of new technology becoming available on the market and the increasing role of technology in consumers’ lives, by age, June 2008
Who’s Innovating?
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- Smart revolution
- LG taking the fashionista approach
- The mobile wallet
- Vodafone gets its own iPhone
- Liquid lens technology comes of age
Market Size and Forecast
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- Key points
- Handset sales and mobile phone subscribers
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- Figure 12: UK retail sales of mobile phone handsets (including contract), by volume and value, 2003-08
- Total revenues increasingly pressurized
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- Figure 13: Total mobile phone revenue (including handsets and networks), 2003-08
- Factors used in the forecast
Segment Performance
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- Key points
- Falling data charges
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- Figure 14: Estimated mobile retail revenues by service, 2003-08
- Faster, more reliable access
- Mobile social networking
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- Figure 15: Where consumers access social networks, March 2008
Market Share
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- Key points
- Nokia continues to dominate the handset market and market direction
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- Figure 16: Estimated mobile phone handset brand share, by volume, 2005-08
- Motorola suffers from poor sales record
- Sony Ericsson faces serious issues
- Deepening focus on price
- O2 leads overall network market share
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- Figure 17: Total network subscribers, by network operators, 2003-08
- Orange looks to rebuild market share
- Networks: Pay as you go versus contract
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- Figure 18: Mobile phone subscribers, by network operator and payment type, 2006-08
- Figure 19: Total network subscribers, by type of agreement, 2004-08
- O2 and Vodafone go head to head on 3G
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- Figure 20: Estimated share of 3G subscriptions, 2003-08
Companies and Products
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- Key points
- Handset manufacturers
- LG
- Motorola
- Nokia
- Samsung
- Sony Ericsson
- Network operators
- 3
- O2
- Orange
- T-Mobile
- MVNOs
- Tesco Mobile
- Virgin Mobile (Virgin Media)
- Asda Mobile and Ikea
Distribution
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- Key points
- Huge rise in network operator stores
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- Figure 21: Retail volume sales of mobile phone handsets, by outlet type, 2003-2007
- Figure 22: Principal specialist retailers of mobile phones, by number of outlets, 2003-08
- Cutting out other retailers?
- Supermarkets making themselves increasingly felt
Brand Elements
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- Brand map
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- Figure 23: Attitudes and usage of mobile handset brands, October 2008
- Nokia
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Nokia brand, October 2008
- Apple
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Apple brand, October 2008
- LG
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the LG brand, October 2008
- Motorola
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Motorola brand, October 2008
- Sony Ericsson
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Sony Ericsson brand, October 2008
- Brand qualities of mobile handset brands
- Nokia balances affordability with excitement best of all brands
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- Figure 29: Personalities of various mobile handset brands, October 2008
- Experience of mobile handset brands
- Nokia is the most used
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- Figure 30: Consumer usage of various mobile handset brands, October 2008
- Brand intentions for mobile handset brands
- Nokia has the most loyal users
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- Figure 31: Consideration of various mobile handset brands, October 2008
- Brand momentum for mobile handset brands
- Apple gaining most ground, but for how long?
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- Figure 32: Momentum of various mobile handset brands, October 2008
- Brand satisfaction for mobile handset brands
- Apple most excellent brand satisfaction
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- Figure 33: Motivation for choosing various mobile handset brands, October 2008
- Brand commitment to mobile handset brands
- Nokia has greatest retention
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- Figure 34: Commitment to various mobile handset brands, October 2008
- Round up
Brand Communication and Promotion
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- Key points
- Overall Ad spend declines in 2008
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- Figure 35: Advertising spend in the mobile handsets and networks industry, Jan 06-Oct 08
- Advertising by media type
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- Figure 36: Advertising spend in the mobile handsets and networks sector, by media type, Q4 2006-Q3 2008
- Using informal channels to market the brand
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- Figure 37: How consumers find out about new technology, June 2008
- Developing mobile marketing
Contract Versus PAYG
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- Key points
- PAYG edges contract in terms of volume
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- Figure 38: Type of handset contract, October 2008
- What is causing this bias in favour of PAYG?
Impact of the Credit Crunch
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- Key points
- Negative feelings about the economic environment…
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- Figure 39: What best describes the general economic environment by mobile handset brand, October 2008
- …but low impact on mobile purchasing behaviour at present
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- Figure 40: Impact of current economic situation on next mobile handset purchase, October 2008
- Plans to cut back on current usage?
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- Figure 41: Plans to cut back on mobile phone usage given current economic environment, October 2008
Handset Users by Brand
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- Key points
- Nokia loses out at younger end of the market
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- Figure 42: Brand of handset owned (includes pay as you go and contract) by gender, age and socio economic group, October 2008
- Why is Sony Ericsson so popular with youth?
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- Figure 43: Brand of handset owned (includes pay as you go and contract) by facilities on mobile used, October 2008
- Will there be such a thing as handset loyalty?
Features Used on a Handset
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- Key points
- What are the most popular functions used?
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- Figure 44: Features currently have and use on mobile handset, October 2008
- Additional functions – used by all consumer groups in similar proportions
- Children: Major Influencers on Using Additional Handset Functionality
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- Figure 45: top five features currently have and use on mobile handset, by number of people in household, October 2008
- Decline in usage for over-45s
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- Figure 46: Top five features currently have and use on mobile handset, by age, October 2008
Which Features Do Mobile Users Want Next?
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- Key points
- Practical considerations come first
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- Figure 47: Features wanted on next handset, October 2008
- What don’t consumers use on their current mobile?
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- Figure 48: Features currently have but don’t use on mobile handset, October 2008
Appendix: Handset Users by Brand – Contract Versus PAYG
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- Figure 49: Consumers currently in a mobile contract, by model of handset
- Figure 50: Consumers using a PAYG phone, by model of handset
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Appendix: Features Used On A Handset
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- Figure 51: Features currently have and use on mobile handset
- Figure 52: Features currently have and use on mobile handset (continued)
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- Figure 53: Features currently have and use on mobile handset (continued)
- Figure 54: Features currently have and use on mobile handset (continued)
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Appendix: Features Currently Have, But Not Used
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- Figure 55: Features currently have but don’t use on mobile handset
- Figure 56: Features currently have but don’t use on mobile handset (continued)
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- Figure 57: Features currently have but don’t use on mobile handset (continued)
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Appendix: Which Features Do Mobile Users Want Next?
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- Figure 58: Features wanted on next handset
- Figure 59: Features wanted on next handset (continued)
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- Figure 60: Features wanted on next handset (continued)
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Appendix: Impact of the Credit Crunch on Mobile Usage
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- Figure 61: Plans to cut back on mobile phone usage given current economic environment
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Appendix: Impact of the Credit Crunch on Buying Next Mobile Phone
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- Figure 62: Impact of current economic situation on next mobile handset purchase
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