Table of Contents
Issues in the Market
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- Definition
- Abbreviations
Future Opportunities
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- 24-7 access to a screen
- A map for your shopping trip
- A handset that monitors how you feel
Market in Brief
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- Polarisation in handset demand
- Challenges in a saturated market
- Shift in marketing and retail strategies
- What consumers look for from a handset and network
Internal Market Environment
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- Key points
- Mobile ownership goes from strength to strength
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- Figure 1: Trends in mobile handset ownership, 2003-09
- Figure 2: Average mobile cost per voice minute, 2003-08
- Phones get increasingly smart
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- Figure 3: Smartphone usage, October 2008-November 2009
- Handset usage: Still focused on the basics
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- Figure 4: Features mobile users have versus features used on a handset, 2009
- The mobile web still in its infancy
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- Figure 5: Sites visited in the last three months using a mobile phone, July 2009-October 2009
- Males and the young most likely to go online with their mobiles
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- Figure 6: Those browsing any site on a mobile phone in the last three months, by gender and age, October 2009
- Figure 7: Smartphone ownership, by gender and age, November 2009
- Mobile phones usurping other devices on the move
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- Figure 8: Items taken on out-of-home leisure activities, August 2009
Broader Market Environment
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- Key points
- Stagnating personal disposable incomes
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- Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2004-14
- An ageing population
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- Figure 10: Trends in the age structure of the UK population, by gender, 2004-14
- UK more broadband-enabled than ever
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- Figure 11: Penetration of broadband internet at home, by demographics, October 2009
- Figure 12: Tech competency groups, by number of activities done regularly using the internet, October 2009
Competitive Context
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- Key points
- Consumers happy to wait for the latest innovations
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- Figure 13: Attitudes towards new technology products, October 2009
- Mobiles aren’t a one-stop entertainment platform, yet
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- Figure 14: Methods used to watch films, October 2009
- Reservations towards mobile banking
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- Figure 15: Attitudes towards mobile banking, June 2009
- PC-based social networking access more popular
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- Figure 16: Where people access social networking sites, September 2009
Who’s Innovating?
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- Key points
- Google joins the mobile handset race
- Mobile goes HD
- Xbox Live goes mobile
- Nokia makes a push into mobile TV
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Saturated market conditions reduce subscriber growth
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- Figure 17: UK mobile phone subscriptions, 2003-09
- Total mobile revenues decline by £0.6 billion…
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- Figure 18: Total mobile retail revenues, 2004-14
- …driven by falling values of SMS and voice
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- Figure 19: Estimated mobile retail revenues, by service, 2004-09
- Smartphones will impact on voice and text revenue…
- …but also grow data revenues
- Revenues by network operator
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- Figure 20: Mobile retail revenues by leading network, 2004-09
Network Market Share
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- Key points
- T-Mobile and Orange set to dominate the market
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- Figure 21: leading networks by total number of subscriptions, 2006-09
- What next for mobile network 3?
- Contract growth boosted by SIM-only deals
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- Figure 22: Leading networks, by subscriptions and payment type, 2006-09
Companies and Products
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- Mobile networks
- O2 UK
- Orange
- T Mobile
- Virgin Mobile
- Vodafone
- Handset manufacturers
- LG Electronics
- Motorola Limited
- Nokia
- Samsung
- Sony Ericsson
Channels to Market
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- Key points
- Retailers feel the iPhone factor
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- Figure 23: Leading specialist retailers and mobile network provider stores, by number of outlets, 2003-09
- Focusing on more advanced handsets
- Best Buy still to make its presence felt
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- Figure 24: Method internet respondents used when it came to buying their latest main mobile, December 2008
- Increased pressure from supermarkets
Brand Communication and Promotion
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- Key points
- Handset manufacturers dwarf network spend
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- Figure 25: Adspend by top 20 mobile handset manufacturers and network operators, January 2006-October 2009
- Growth in spend of the smartphone specialists
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- Figure 26: Adspend by smartphone specialists, January 2006 to October 2009
- Focusing on emotional benefits
- Focusing on added value
- Greater use of social media
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- Figure 27: Types of sites on which online ads are most likely to be paid attention to, by age, August 2009
Brand Elements
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- Key points
- Brand map
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- Figure 28: Attitudes towards and usage of mobile phone service provider brands, December 2009
- Brand qualities of mobile phone service provider brands
- Reliability and ease most important
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- Figure 29: Personalities of various mobile phone service provider brands, December 2009
- Experience of mobile phone service provider brands
- ‘New’ network 3 has room to grow
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- Figure 30: Consumer usage of various mobile phone service provider brands, December 2009
- Brand consideration for mobile phone service provider brands
- Most customers, most considered
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- Figure 31: Consideration of various mobile phone service provider brands, December 2009
- Brand satisfaction for mobile phone service provider brands
- Tesco up top for customer experience, 3 the least magic number
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- Figure 32: Satisfaction with various mobile phone service provider brands, December 2009
- Brand commitment to mobile phone service provider brands
- O2 has most loyal customers
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- Figure 33: Commitment to various mobile phone service provider brands, December 2009
- Brand intentions for mobile phone service provider brands
- O2 has best retention, 3 causes biggest upset
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- Figure 34: Future usage intentions for various mobile phone service provider brands, December 2009
- Brand recommendation for mobile phone service provider brands
- O2 most recommended, Vodafone and T-Mobile just average
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- Figure 35: Recommendation of various mobile phone service provider brands, December 2009
- O2
- What the consumer thinks
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- Figure 36: Attitudes towards the O2 brand, December 2009
- Orange
- What the consumer thinks
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- Figure 37: Attitudes towards the Orange brand, December 2009
- 3
- What the consumer thinks
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- Figure 38: Attitudes towards the 3 brand, December 2009
- Lebara Mobile
- What the consumer thinks
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- Figure 39: Attitudes towards the Lebara Mobile brand, December 2009
- Tesco Mobile
- What the consumer thinks
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- Figure 40: Attitudes towards the Tesco Mobile brand, December 2009
Contract vs. Pay As You Go
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- Key points
- Greater interest in SIM-only plans
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- Figure 41: Types of mobile phone deals used, November 2009
- Polarisation of the market
- What next for the pay as you go market?
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- Figure 42: Types of mobile phone deals used, by age, November 2009
- How did respondents get their previous handsets?
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- Figure 43: How contract mobile phone users acquired their latest handset, November 2009
- Figure 44: How pay as you go mobile phone users acquired their latest handset, November 2009
Handset Users by Brand
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- Key points
- Nokia still the most used handset brand
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- Figure 45: Handset usage, by brand, November 2009
- Impact of range on overall handset usage
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- Figure 46: Availability of pay monthly phones, by brand and price, December 2009
- Figure 47: Availability of pay as you go phones, by brand and price, December 2009
- Over-55s most likely to opt for a Nokia
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- Figure 48: Handset usage by brand, by gender and age, November 2009
What do Buyers Look for in a New Handset?
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- Key points
- Hardware versus software requirements
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- Figure 49: Most important characteristics looked for in a new mobile handset, November 2009
- Differences by gender and age
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- Figure 50: Importance of design, brand and quality of integrated camera, by gender and age, November 2009
- Software versus physical characteristics
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- Figure 51: Most important factors (netted) in deciding to buy a mobile handset, by demographics, November 2009
- What consumers look for in a new handset, by brand owned
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- Figure 52: Most important factors in deciding to buy a mobile handset, by brand of current handset, November 2009
Factors Influencing Choice of Mobile Network
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- Key points
- Consumers want great customer service on cheap deals
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- Figure 53: Most important factors in choosing a mobile network, November 2009
- Women want clear information, men want 3G coverage
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- Figure 54: Most important factors in choosing a mobile network, by gender, November 2009
- Older respondents most likely to want to pay the least
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- Figure 55: Most important factors in choosing a mobile network, by age, November 2009
Usage of Mobile Applications
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- Key points
- Heavy media speculation, but low numbers of users
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- Figure 56: Usage of mobile applications, November 2009
- Few would consider downloading, even with the right handset
- Younger males the most likely to download apps
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- Figure 57: Usage of mobile applications, by gender and age, November 2009
- Usage of mobile apps by network provider
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- Figure 58: Personal mobile phone network provider, by most popular statements on paid mobile services to mobile owners, November 2009
Appendix – Contract vs. Pay As You Go
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- Figure 59: Current mobile phone deal, by demographics, November 2009
- Figure 60: Previous mobile phone deal, by demographics, November 2009
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- Figure 61: Current handset with contract how obtained, by demographics, November 2009
- Figure 62: Current handset with PAYG phone how obtained, by demographics, November 2009
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Appendix – Handset Users by Brand
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- Figure 63: Brand of current handset, by demographics, November 2009
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Appendix – What do Buyers Look for in a New Handset?
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- Figure 64: Most popular factors in deciding to buy mobile handset, by demographics, November 2009
- Figure 65: Next most popular factors in deciding to buy mobile handset, by demographics, November 2009
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- Figure 66: Other factors in deciding to buy mobile handset, by demographics, November 2009
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Appendix – Factors Influencing Choice of Mobile Network
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- Figure 67: Most popular factors in choosing mobile network, by demographics, November 2009
- Figure 68: Next most popular factors in choosing mobile network, by demographics, November 2009
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Appendix – Usage of Mobile Applications
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- Figure 69: Most popular statements on paid-for mobile services, by demographics, November 2009
- Figure 70: Next most popular statements on paid-for mobile services, by demographics, November 2009
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