Table of Contents
Executive Summary
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- The market
- Mobile phones
- Forecast
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- Figure 1: Mobile phone spending, 2006-16
- Companies, brands and innovation
- Leading retailers
- The consumer
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- Figure 2: Profile of mobile phone shop customers, December 2011
- Figure 3: Profile of online and in-store shoppers, December 2011
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- Figure 4: Nature of latest phone acquisition, December 2011
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- Figure 5: How next phone will be chosen, December 2011
- What we think
Issues in the Market
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- So what’s the future for the mobile phone?
- What are the implications for mobile phone retailers?
- And the networks aren’t helping either
- Convergence – when is a mobile phone not a mobile phone?
- So what can mobile phone retailers do about convergence?
- What is the future for the mobile phone shop?
Future Opportunities
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- Experience is all
- Why Buy
Who’s Innovating
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- Wireless World - Broadening the range
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- Figure 6: Carphone Warehouse, Wireless World, November 2011
- Free Wi-Fi
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- Figure 7: Everything Everywhere, December 2011
- Helping the blind
- Mobile cash
The Market – Sector Size and Forecast
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- Key points
- Subscriptions
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- Figure 8: Mobile phone subscriptions, 2004-10
- Subscription revenue and handset sales
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- Figure 9: Mobile phones, revenue and Handset sales, 2005-10
- Retail sales
- Forecast
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- Figure 10: Mobile phone spending, 2006-16
- Figure 11: Mobile voice revenue, 2006-16
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- Figure 12: Mobile data revenue, 2006-16
The Market – Economic and Demographic Background
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- Key points
- The economy
- Health warning
- Economic outlook
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- Figure 13: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
- Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Implications for retail sales
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- Figure 15: Average wages growth, vs inflation, 2008-11
- The ageing population
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- Figure 16: Trends in the age structure of the UK population, 2006-16
- Broadband access
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- Figure 17: Broadband penetration by age, 2004 and 2010
The Market – Mobile Phones
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- Key findings
- Key statistics
- Contract vs pre-pay
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- Figure 18: Mobile phone subscriptions: Contract vs pre-pay, 2005-10
- Revenues
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- Figure 19: Average revenue per mobile connection, 2005-10
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- Figure 20: Cost per call, Mobile vs fixed line, 2005-10
- Smartphones
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- Figure 21: Proportion of mobile phone owners with a Smartphone, 2008-11
- The tablet
- The market – network providers
The Market – Mobile Phone Retailers
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- Key points
- Accounting
- Retail sales data
- Sector sales and outlets
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- Figure 22: PC and telecoms retailers, 2006-11(est)
- Outlets and enterprises
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- Figure 23: Telecoms retailers outlets, 2008 and 2009
- Market size
The Consumer – How Consumers Use Their Smartphone
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- Internet access
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- Figure 24: Means of Internet access, December 2011
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- Figure 25: Means of accessing the internet by age and affluence, December 2011
- What do consumers use the Internet for when accessed through a smartphone?
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- Figure 26: Websites visited on smartphone, December 2011
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- Figure 27: Frequency of sites accessed by smartphone, 2011
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- Figure 28: Usage of internet sites by age, December 2011
The Consumer – Networks and Types of Contract
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- Key points
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- Figure 29: Network provider, December 2011
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- Figure 30: Profile of network operator customers, December 2011
- Type of contract
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- Figure 31: Type of contract, December 2011
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- Figure 32: Network provider, by type of contract, December 2011
The Consumer – How Latest Mobile Phone Obtained
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- Key points
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- Figure 33: How latest mobile phone obtained, December 2011
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- Figure 34: Profile of mobile phone shop customers, December 2011
- Online vs in-store
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- Figure 35: Profile of online and in-store shoppers, December 2011
The Consumer – Contracts and Reasons For Renewals
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- Key points
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- Figure 36: Nature of latest phone acquisition, December 2011
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- Figure 37: Profile of customers by last purchase, December2011
- Obtained in-store
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- Figure 38: Nature of current contract, by how latest mobile phone obtained, December 2011
- Obtained online
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- Figure 39: Nature of current contract, by how latest mobile phone obtained, December 2011
- Arranged over the phone
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- Figure 40: Nature of current contract, by how latest mobile phone obtained, December 2011
- Reasons for renewals
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- Figure 41: Why contract was switched, December 2011
The Consumer – Buying a Phone, The Decision Making Process
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- Key points
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- Figure 42: Process of buying mobile phone, December 2011
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- Figure 43: Profile of customers by how they decided to buy latest phone, December 2011
- Decision making by store bought from
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- Figure 44: Process of buying mobile phone, by how latest mobile phone obtained in most popular stores, December 2011
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- Figure 45: Process of buying mobile phone, by how latest mobile phone obtained in next most popular stores, December 2011
- Consumers and their next renewal
- Where do you go for advice?
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- Figure 46: Sources of advice before buying a mobile phone, December 2011
- The next renewal – in-store or online?
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- Figure 47: How next phone will be chosen, December 2011
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- Figure 48: Process of buying mobile phone, by how next phone will be chosen, December 2011
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- Figure 49: Where latest mobile phone obtained, by how next phone will be chosen, December 2011
The Retailers – Online
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- A note on sales
- The retailers – online
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- Figure 50: Main Telecoms websites: Traffic, October 2011
The Retailers – Leading Retailers and Market Shares
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- Figure 52: Mobile phone retailers: market shares, 2010 (est)
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Network Operator Outlets
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- Figure 53: The network operators, 2010
- O2
- Strategic evaluation
- Background
- Performance
- Outlets
- Financials
- Consumer profile
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- Figure 54: O2 shoppers in the last 12 months, socio-demographic profile, December 2011
- Figure 55: O2 shoppers in the last 12 months: Regional profile, December 2011
- Retail offering
- E-commerce
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- Figure 56: O2: Profile of online visitors, Aug-Oct 2011
- Vodafone
- Strategic evaluation
- Background
- Performance
- Outlets
- Financials
- Consumer profile
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- Figure 57: Vodafone shoppers in the last 12 months: Socio-demographic profile, December 2011
- Figure 58: Vodafone shoppers in the last 12 months, Regional profile, December 2011
- Retail offering
- E-commerce
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- Figure 59: Vodafone: Profile of online visitors, Aug-Oct 2011
- 3
- Strategic evaluation
- Background
- Performance
- Outlets
- Financials
- Consumer profile
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- Figure 60: 3 shoppers in the last 12 months, Socio-demographic profile, December 2011
- Figure 61: 3 shoppers in the last 12 months, Regional profile, December 2011
- Retail offering
- E-commerce
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- Figure 62: 3: Profile of online visitors, Aug-Oct 2011
- Virgin Mobile
- Strategic evaluation
- Background
- Performance
- Retail offering
- E-commerce
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- Figure 63: Virgin Mobile: Profile of online visitors, Aug-Oct 2011
- Everything Everywhere
- Strategic evaluation
- Background
- Performance
- Outlets
- Financials
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- Figure 64: Orange UK: Retail trading performance
- Consumer profile – T-Mobile
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- Figure 65: T-mobile shoppers in the last 12 months, December 2011
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- Figure 66: T-mobile shoppers in the last 12 months, Regional profile, December 2011
- Consumer profile – Orange
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- Figure 67: Orange shoppers in the last 12 months, Socio-demographic profile, December 2011
- Figure 68: Orange shoppers in the last 12 months, Regional profile, December 2011
- Retail offering
- E-commerce
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- Figure 69: T-mobile: Profile of online visitors, Aug-Oct 2011
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- Figure 70: Orange: Profile of online visitors, Aug-Oct 2011
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Carphone Warehouse
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- Strategic evaluation
- Background
- Structure
- The big box venture
- Company performance
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- Figure 71: Best Buy Europe: Group financial performance, 2006/07-2010/11
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- Figure 72: Best Buy Europe: Outlet data, 2006-10
- Store formats
- Consumer profile
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- Figure 73: Carphone Warehouse shoppers in the last 12 months: Socio demographic profile, December 2011
- Figure 74: Carphone Warehouse shoppers in the last 12 months: Regional profile, December 2011
- Retail offering
- E-commerce and home shopping
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- Figure 75: Carphone Warehouse: Profile of online visitors, August-October 2011
Phones 4U Ltd
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- Strategic evaluation
- Background
- Company performance
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- Figure 76: Phones 4U Ltd: Group financial performance, 2006-10
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- Figure 77: Phones 4U Ltd: Outlet data, 2006-11
- Retail offering
- E-commerce and home shopping
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- Figure 78: Phones 4U: Socio-demographic profiles of website visitors, October 2011
Appendix – Sector Size and Forecast
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- Figure 79: Value sales for mobile phone revenues 2006-16
- Figure 80: Value sales for mobile voice + rental, bundled calls, SMS and data, 2006-16
- Figure 81: Value sales for mobile data (internet access + out of bundle), 2006-16
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Appendix – How Consumers Use Their Smartphone
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- Figure 82: Internet access over the last 12 months, by demographics, December 2011
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Appendix – The Consumer – Networks and Types Contracts
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- Figure 83: Network provider, by demographics, December 2011
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- Figure 84: Type of contract, by demographics, December 2011
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Appendix – The Consumer – How Latest Mobile Phone Obtained
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- Figure 85: How latest mobile phone obtained in most popular stores, by demographics, December 2011
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- Figure 86: How latest mobile phone obtained in next most popular stores, by demographics, December 2011
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- Figure 87: How latest mobile phone obtained in online store, by demographics, December 2011
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Appendix – The Consumer – Contracts and Reasons for Renewals
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- Figure 88: How latest mobile phone obtained, by demographics, December 2011
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- Figure 89: Why contract was switched, by demographics, December 2011
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Appendix – The Consumer – Buying a Phone, The Decision Making Process
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- Figure 90: Most popular process of buying mobile phone, by demographics, December 2011
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- Figure 91: Next most popular process of buying mobile phone, by demographics, December 2011
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