Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast retail value of mobile network connection sales, 2009-19
- Market factors
- Penetration of mobile devices grows
- EE and Vodafone explore quad-play content
- BT in exclusive talks to acquire EE
- Companies, brands and innovation
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- Figure 2: Consumer mobile network providers, November 2014
- The consumer
- Connection type
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- Figure 3: Consumer connection types, November 2014
- Contract length and connection cost
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- Figure 4: Contract length, November 2014
- Figure 5: Consumer mobile connection monthly spend, November 2014
- Motivations for choosing network provider
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- Figure 6: Reason that consumers chose their network provider, November 2014
- Figure 7: Ranking in importance of factors that led consumers to choose their mobile network provider, November 2014
- Opinions toward mobile wallets
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- Figure 8: Mobile user interest in mobile wallets, November 2014
- Figure 9: Reasons consumers are interested in mobile wallets, by interest in mobile wallets, November 2014
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- Figure 10: Reasons that consumers opposed to mobile wallets have no interest in the service, November 2014
- What we think
Issues and Insights
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- Is there a market for triple-play mobile offerings?
- The facts
- The implications
- Average revenue per user (ARPU) is consistently falling
- The facts
- The implications
Trend Application
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- Trend: Help Me Help Myself
- Trend: Prove It
Market Drivers
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- Key points
- More devices exist to drink down mobile data
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- Figure 11: Device ownership, November 2009-October 2014
- Government pushing faster elimination of ‘not spots’
- EE and Vodafone explore quad-play content
- BT in exclusive talks to acquire EE
- Contract restructuring becomes industry standard
Who’s Innovating?
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- Key points
- Telefonica UK’s trusted network program is a sensibly named alternative
- EE moves into triple-play
- O2 embrace Puls watch to align with music heritage
Market Size and Forecast
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- Key points
- Steady market will suffer no major fluctuations.
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- Figure 12: Value of retail mobile network connections revenue, 2009-19
- Figure 13: Volume of mobile network connections, 2009-19
- Forecasts
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- Figure 14: Forecast retail value of mobile network connection revenue, 2009-19
- Figure 15: Forecast volume of mobile networks connections, 2009-19
Market Segmentation
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- Key points
- Post-paid continues to account for majority of connections
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- Figure 16: Total mobile connections by pre-paid and post-paid, 2008-13
- Figure 17: Operator pre-paid/post-paid customer split, 2013/2014
- Outgoing call minutes show a slight increase
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- Figure 18: Outgoing call minutes by pre-paid and post-paid mobile connections, 2008-13
- Shift to post-paid keeps average revenue steady
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- Figure 19: Average mobile revenue per user, 2008-13
- Mobile operator revenue overwhelmingly voice-related
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- Figure 20: Mobile service retail telecoms revenue, 2008-13
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- Figure 21: Internet-connected messages and SMS messages, 2007-14
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- Figure 22: Share of mobile revenue by service, 2008-13
Companies and Products
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- Telefónica UK Limited (O2)
- Company history
- Financials and future strategy
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- Figure 23: Telefonica UK key financial data, 2011-13
- Figure 24: Telefonica UK product accesses, 2011-13
- Figure 25: Telefonica UK’s key user data, 2011-13
- Vodafone Group Plc
- Company history
- Financials and future strategy
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- Figure 26: Vodafone UK key financial data, 2012-14
- Everything Everywhere Limited
- Company history
- Financials and future strategy
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- Figure 27: EE key financial data, 2012-13
- Hutchison 3G UK Limited (Three)
- Company history
- Financials and future strategy
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- Figure 28: Three UK key financial data, 2012-13
- Figure 29: Three ARPU, 2013
- Figure 30: Three mobile customers, 2012-13
- Brand communication and promotion
- Top ten account for almost entire market’s adspend
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- Figure 31: Top ten advertisers of mobile network connections, 2010-13
- Figure 32: Big Four adspend, by category, 2013
- Post-paid takes majority of industry spend
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- Figure 33: Total mobile network connection adspend by category, 2010-13
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, November 2014
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by brand, November 2014
- Brand personality
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- Figure 36: Brand personality – Macro image, November 2014
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- Figure 37: Brand personality – Micro image, November 2014
- Brand experience
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- Figure 38: Brand usage, November 2014
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- Figure 39: Satisfaction with selected brands, November 2014
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- Figure 40: Consideration of selected brands, November 2014
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- Figure 41: Consumer perceptions of selected brand performance, November 2014
- Brand recommendation
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- Figure 42: Recommendation of selected brands, November 2014
The Consumer – Network Operator and Type of Contract
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- Key points
- Consumers still identify with T-Mobile and Orange
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- Figure 43: Consumer mobile network providers, November 2014
- O2, EE lack distinct appeal to age
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- Figure 44: Use of “Big Four” providers by age, November 2014
- Over six in ten are on contract
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- Figure 45: Consumer connection types, November 2014
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- Figure 46: Contract type by age, November 2014
- Pay-as-you-go and contract customers favour networks similarly
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- Figure 47: Connection type, by mobile network providers, November 2014
- Contract customers more loyal to the format
The Consumer – Contract Length and Connection Cost
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- Key points
- Over half of contracts still for two years
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- Figure 48: Contract length, November 2014
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- Figure 49: Contract customer contract length, by age, November 2014
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- Figure 50: Contract length by mobile network provider, November 2015
- Virgin’s use of mobile as a bundle booster is apparent
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- Figure 51: Contract length by select mobile virtual network provider, November 2015
- Average pay-as-you-go spend four times lower than contract
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- Figure 52: Consumer mobile connection monthly spend, November 2014
- Younger consumers still spend more on pay-as-you-go, up to a point
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- Figure 53: Pay-as-you-go monthly spend, by age, November 2014
- Spend by provider
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- Figure 54: Contract spend, by mobile network provider, November 2014
The Consumer – Motivations for Choosing Network Provider
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- Key points
- Cost most popular but not most important factor
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- Figure 55: Reason that consumers chose their network provider, November 2014
- Inertia the most commonly selected reason for network choice
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- Figure 56: Ranking in importance of factors that led consumers to choose their mobile network provider, November 2014
- Differences in motivation by age
- Differences by provider
- “Generosity” most commonly associated with low value
The Consumer – Opinions towards Mobile Wallets
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- Key points
- Majority have no interest in mobile wallets
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- Figure 57: Mobile user interest in mobile wallets, November 2014
- New EE customers differ to legacy T-Mobile/Orange
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- Figure 58: Proportion of mobile provider customers interested in mobile wallets, November 2014
- Convenience of paying with phone most appealing feature to those unsure
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- Figure 59: Reasons consumers are interested in mobile wallets, by interest in mobile wallets, November 2014
- Domestic operators generate trust?
- Opposition focused on fraud
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- Figure 60: Reasons that consumers opposed to mobile wallets have no interest in the service, November 2014
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