Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Future Opportunities
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- Exploit the need to stay connected?
- How to attract more female mobile phone shoppers online?
- Can “smartphones” offer “life-hacking” opportunities?
Market in Brief
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- Network stores continue to dominate the mobile phone retail market
- What is worrying mobile phone retailers?
- 3G finally starting to take off?
- New stores for new products
- Flat-rate pricing accelerating the decline of fixed line
Internal Market Environment
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- Key points
- Gap between mobile and fixed-line revenues broadens
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- Figure 1: UK: Fixed access and call revenues and mobile revenues, 2002-07
- 3G connections rising
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- Figure 2: UK: Number of active 3G mobile connections per 100 inhabitants, 2002-07
- Contract v. pay-as-you-go
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- Figure 3: GB: Type of mobile phone contract used, 2004, 2006 & 2008
Broader Market Environment
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- Key points
- PDI
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- Figure 4: PDI: Total personal disposable income, 2003-13
- Waning consumer confidence
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- Figure 5: UK: Nationwide Consumer Confidence Index, May 2004-Jan 2009
- An ageing population
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- Figure 6: Trends in the age structure of the UK population, by gender, 2003-13
Who’s Innovating?
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- Key points
- Carphone re-invents the mobile phone store
- More live handsets in store?
- Social networking on the move
- Cash-back is king
- Free phones come to pay-as-you-go
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Multiple phone subscriptions
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- Figure 7: Mobile phone subscribers, 2003-08
- Market size and forecast
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- Figure 8: UK retail sales of mobile phone handsets (including contract), by volume and value, 2003-13
- Factors used in the forecast
Sector Sales and Forecasts
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- Key points
- Economic outlook
- Retail prospects
- Actions speak louder than words?
- Mobile phone specialists
- ONS retail sales data
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- Figure 9: UK: Miscellaneous specialist retailers’ sales, 2004-13
Retail Competitor Analysis
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- Key points
- Leading mobile phone retailers
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- Figure 10: Leading mobile phone retailers, 2008
- Network stores – O2
- Network stores – the others
- Carphone Warehouse
- Phones 4U
- Tesco and the other supermarkets
- Their growth is based on:
- Virgin Mobile affected by Woolworths and Zavvi closures
- Evaluation
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- Figure 11: Leading mobile phone retailers, 2008
Brand Elements
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- Brand map
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- Figure 12: Attitudes and usage of telecoms retail brands, October 2007
- The Carphone Warehouse
- What the consumer thinks
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- Figure 13: Attitudes towards the Carphone Warehouse brand of retail stores, January 2009
- Phones 4U
- What the consumer thinks
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- Figure 14: Attitudes towards the Phones 4U brand of retail stores, January 2009
- Vodafone stores
- What the consumer thinks
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- Figure 15: Attitudes towards the Vodafone brand of retail stores, January 2009
- Orange stores
- What the consumer thinks
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- Figure 16: Attitudes towards the Orange brand of retail stores, January 2009
- O2 stores
- What the consumer thinks
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- Figure 17: Attitudes towards O2 brand of retail stores, January 2009
- Experience of telecoms retail brands
- Argos is most popular
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- Figure 18: Consumer usage of various telecoms retail brands, January 2009
- Brand intentions for telecoms retail brands
- 3 Store has the lowest brand consideration
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- Figure 19: Consideration of various telecoms retail brands, January 2009
- Brand satisfaction for telecoms retail brands
- O2 has most excellent satisfaction
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- Figure 20: Satisfaction with various telecoms retail brands, January 2009
- Round-up
Brand Communication and Promotion
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- Key points
- Networks dominate adspend in the sector
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- Figure 21: Top 25 advertising spenders in the mobile network and handset sector, 2006-08
- T-Mobile trying to claw back market share
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- Figure 22: Total network subscribers, by network operators, 2003-08
- Handset makers will need to up the ante
- And an even busier market set for 2009
- Music a continuing focus of 2008
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- Figure 23: Total advertising spend in the mobile network and handset sector, by media type, 2006-08
Where do Consumers Buy Mobile Phones?
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- Key points
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- Figure 24: Stores where internet respondents purchased their latest main mobile from, December 2008
- Networks dominate distribution
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- Figure 25: Stores where internet respondents purchased their latest main mobile from, December 2008
- Independents and supermarkets stronger in-store than online
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- Figure 26: Stores where internet respondents purchased their latest main mobile from, December 2008
- Women show greater preference for shopping in store
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- Figure 27: Comparison between those buying their latest main mobile via online and offline channels, December 2008
- Younger consumers buying phones online
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- Figure 28: Comparison between those buying their latest main mobile via online and offline channels, by detailed demographics, December 2008
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- Figure 29: Comparison between those buying their latest main mobile via online and offline channels, by detailed demographics, December 2008
- Customers of 3 nearly twice as likely to have bought online
- E-commerce already an important channel
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- Figure 30: Method internet respondents used when it came to buying their latest main mobile, December 2008
Motivations for Shopping at a Particular Retailer (Online and In Store)
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- Key points
- Topline responses
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- Figure 31: Motivations for using a particular website or shop to buy latest main mobile handset, December 2008
- 20-34s more price-sensitive when it comes to the package
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- Figure 32: “Offered the cheapest deal for the package I wanted”, by age group, December 2008
- The handset’s the thing!
Mobile Phone Usage Habits
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- Key points
- Used a lot, but not the advanced features
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- Figure 33: Mobile phone usage habits, December 2008
- Men are from Mars, women are from Venus
- 3G exposes the generation gap
- In store versus online
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- Figure 34: Consumers’ mobile phone usage habits, by in store/online, December 2008
The Carphone Warehouse
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- Strategic evaluation
- History
- Carphone and Best Buy
- Financial performance
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- Figure 35: The Carphone Warehouse: Group financial performance, 2003/04–2007/08
- Business segments
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- Figure 36: The Carphone Warehouse: Distribution division turnover, 2003/04–2007/08
- Retail (including Online)
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- Figure 37: The Carphone Warehouse: Retail turnover, 2003/04–2007/08
- Turnover by country
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- Figure 38: The Carphone Warehouse: Group turnover by region, 2003/04–2007/08
- Store portfolio
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- Figure 39: The Carphone Warehouse: Outlet data, 2004-08
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- Figure 40: The Carphone Warehouse: Company-owned and franchised outlet data, 2004–08
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- Figure 41: The Carphone Warehouse: Sales per m2 in company-owned stores, 2004-08
- Retail offering
- Market positioning
- Brands
- Product offer
- Pricing
- Advertising and marketing
- e-commerce and home shopping
Hutchison 3G
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- Strategic evaluation
- Financial performance
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- Figure 42: 3 Group: Financial performance, 2004-08
- Retail offering
- Market positioning
- Brands
France Telecom (Orange)
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- Strategic evaluation
- History
- Financial performance
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- Figure 43: France Telecom: Financial performance, 2003–2007
- Personal Communication Services
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- Figure 44: France Telecom: Personal Communication Services, Turnover by Country, 2004-07
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- Figure 45: France Telecom: Market share and Customer Numbers within its European markets, 2007
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- Figure 46: France Telecom: Home Communication Services revenue, 2004-07
- Q3 2008
- Store portfolio
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- Figure 47: France Telecom: France and UK outlet data 2003-07
- Figure 48: France Telecom: Outlet data outside UK and France, December 2007
- Retail offering
- Market positioning
- Packages
- Brands
- e-commerce
Nokia
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- Strategic evaluation
- A radically changed market
- The next wave?
- History
- Financial performance
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- Figure 49: Nokia Corporation: Group financial performance, 2003-08
- Financial performance by business segment
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- Figure 50: Nokia Corporation: Financial performance, by business segment, 2003-07
- Mobile devices
- Developing regions post fastest growth
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- Figure 51: Nokia Corporation: Nokia Mobile Devices, volume, by geographic area, growth 2004-08 and share by region in total 2008
- Figure 52: Nokia Corporation: Nokia Mobile Devices, volume by geographic area, 2003-08
- Store portfolio
- Flagship stores
- Branded stores
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- Figure 53: Nokia Corporation: Nokia-branded stores in selected European countries, March 2009
- Retail offering
- Market positioning
- Product offer
- Services
- Brands
- Advertising and marketing
- e-commerce
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- Figure 54: Nokia Corporation: Nokia transactional websites in Europe, January 2009
Phones 4U
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- Strategic evaluation
- Working on image
- Differentiating in a crowded market
- Volatile relations
- History
- Financial performance
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- Figure 55: Phones 4U: Group financial performance, 2003-07
- Store portfolio
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- Figure 56: Phones 4U: Outlet data, 2003-07
- Retail offering
- Market positioning
- Product offer
- Pricing
- Advertising and marketing
- e-commerce and home shopping
Telefonica/Telefonica Europe (O2)
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- History
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- Figure 57: Telefónica, SA: Financial performance, 2004-08
- Telefónica Spain
- Telefónica Europe
- Telefónica O2 UK
- Store portfolio
- Retail offering
- Market positioning
- Product offer
- Brands
- e-commerce
T-Mobile
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- History
- Financial performance
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- Figure 58: Deutsche Telekom AG: Mobile Communication Europe, Financial performance, 2006/08
- Figure 59: Deutsche Telekom AG: Mobile Communication Europe: Revenue by country/region, 2004-08
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- Figure 60: Deutsche Telekom AG: Mobile Communications Europe, Customer Development, 2005-08
- Store portfolio
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- Figure 61: T-Mobile: Outlet data, 2008
- Germany
- Czech Republic
- UK
- Austria
- Retail offering
- Market positioning
- Product offer
- e-commerce
Virgin Mobile
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- Strategic evaluation
- Losing identity
- History
- Financial performance
- Store portfolio
- Retail offering
- Product offer
- Advertising and marketing
- e-commerce
Vodafone
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- Strategic evaluation
- History
- Financial performance
- Vodafone Group
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- Figure 62: Vodafone Group: Group financial performance, 2003/04-2007/08
- Revenue by country
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- Figure 63: Vodafone Group: European revenue by country, 2003/04–2007/08
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- Figure 64: Vodafone Group: Number of customers by country, 2003/04–2007/08
- Vodafone Distribution (retail outlets)
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- Figure 65: Vodafone Distribution Limited (Retail outlets): Financial performance, 2003-07
- Store portfolio
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- Figure 66: Vodafone Group: Outlet data, 2004/05–2007/08
- Figure 67: Vodafone Distribution Limited (Retail outlets): Outlet data, 2003-07
- Retail offering
- Market positioning
- Brands
Appendix – Where Do Consumers Buy Their Mobile Phone?
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- Figure 68: Outlets (online and offline) internet respondents purchased their latest main mobile from, by detailed demographics, December 2008
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- Figure 69: Outlets (online and offline) internet respondents purchased their latest main mobile from, by detailed demographics, December 2008
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- Figure 70: Comparison between those buying their latest main mobile via online and offline channels, by detailed demographics, December 2008
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- Figure 71: Comparison between those buying their latest main mobile from a network store, independent specialist and supermarkets, by detailed demographics, December 2008
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- Figure 72: Method internet respondents used when it came to buying their latest main mobile, by detailed demographics, December 2008
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Appendix – Motivations for Shopping at a Particular Retailer (Online and In Store)
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- Figure 73: Motivations for using a particular website or shop to buy latest main mobile handset, by detailed demographics, December 2008
- Figure 74: Motivations for using a particular website or shop to buy latest main mobile handset, by detailed demographics, December 2008
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- Figure 75: Motivations for using a particular website or shop to buy latest main mobile handset, by detailed demographics, December 2008
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Appendix – Mobile Phone Usage Habits
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- Figure 76: Mobile phone usage habits, by detailed demographics, December 2008
- Figure 77: Mobile phone usage habits, by detailed demographics, December 2008
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- Figure 78: Mobile phone usage habits, by detailed demographics, December 2008
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