Table of Contents
Executive Summary
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- Mobile network providers’ market continues to show relative stability
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- Figure 1: Forecast value of retail mobile network connections in the UK, 2010-20
- Big Four lose market share to virtual network operators
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- Figure 2: Consumers’ mobile network provider, December 2015
- Two thirds of UK consumers are on contract
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- Figure 3: Connection type, December 2015
- Consumers shifting to shorter contracts
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- Figure 4: Contract length, December 2015
- Contract customers significantly more profitable than PAYG users
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- Figure 5: Monthly spend, by connection type, December 2015
- Quad-play deals the most sought after by consumers
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- Figure 6: Interest in using and payment preferences for additional services, December 2015
- More data the biggest motivator to switch
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- Figure 7: Factors that would encourage consumers to switch provider, December 2015
- What we think
Issues and Insights
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- How big a threat are quad-play deals?
- The facts
- The implications
- The importance of attracting PAYG customers
- The facts
- The implications
The Market – What You Need to Know
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- Mobile network providers’ market continues to show relative stability
- Mobile connections continue to grow in the UK
- BT’s acquisition of EE speeds up consolidation of quad-play market
- Adoption of smart devices drives appetite for mobile connections
- Mobile viewing boosts demand for greater data allowances
- Fast-growing Internet of Things speeds up 5G developments
Market Size, Segmentation and Forecast
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- Mobile network providers’ market continues to show relative stability
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- Figure 8: Forecast value of retail mobile network connections in the UK, 2010-20
- Figure 9: Forecast value of retail mobile network connections in the UK, 2010-20
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- Figure 10: Average monthly revenue per user, by contract type, 2010-14
- Mobile bundles drive change in revenues breakdown
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- Figure 11: Mobile retail revenue, by service (£ billions), 2010-14
- Mobile connections continue to grow in the UK
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- Figure 12: Forecast volume of mobile network connections in the UK, 2010-20
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- Figure 13: Forecast volume of mobile network connections in the UK, 2010-20
Market Drivers
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- BT’s acquisition of EE speeds up consolidation of quad-play market
- Adoption of smart devices drives appetite for mobile connections
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- Figure 14: Ownership of smartphones and tablets, January 2013-December 2015
- Mobile viewing boosts demand for greater data allowances
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- Figure 15: Attitudes towards mobile viewing, July 2015
- Fast-growing Internet of Things speeds up 5G developments
Key Players – What You Need to Know
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- Innovation a common lack among the Big Four
- EE and O2 looking into network-level ad blocking
- Vodafone brings next-generation calls to the UK with Call+
- Apple and Samsung rumoured to be working on e-SIM standards
- Anywhere SIM lets you choose to not choose
- EE and O2 focus on connectivity
Brand Research
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- Brand map
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- Figure 16: Attitudes towards and usage of selected brands, October 2015
- Key brand metrics
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- Figure 17: Key metrics for selected brands, October 2015
- Brand attitudes: Big Four lack association with innovation
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- Figure 18: Attitudes, by brand, October 2015
- Brand personality: Vodafone perceived as worn-out
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- Figure 19: Brand personality – Macro image, October 2015
- EE’s upbeat image competes with O2’s more traditional connotations
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- Figure 20: Brand personality – Micro image, October 2015
- Brand analysis
- O2’s traditional image fails to appeal to older generations
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- Figure 21: User profile of O2, October 2015
- EE’s upbeat image has wide appeal
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- Figure 22: User profile of EE, October 2015
- Young consumers drive Three’s uptake and reputation
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- Figure 23: User profile of Three, October 2015
- Vodafone at risk due to ‘outdated’ brand image
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- Figure 24: User profile of Vodafone, October 2015
Launch Activity and Innovation
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- EE and O2 looking into network-level ad blocking
- Vodafone brings next-generation calls to the UK with Call+
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- Figure 25: Vodafone Call+ app interface
- Apple and Samsung rumoured to be working on e-SIM standards
- Anywhere SIM lets you choose to not choose
- EE and O2 focus on connectivity
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- Figure 26: EE’s 4GEE Capture Cam, November 2015
The Consumer – What You Need to Know
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- Big Four lose market share to virtual network operators
- Two thirds of UK consumers are on contract
- Consumers shifting to shorter contracts
- Contract customers significantly more profitable than PAYG users
- Quad-play deals the most sought after by consumers
- More data the biggest motivator to switch
Network Operator and Type of Connection
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- Big Four lose market share to virtual network operators
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- Figure 27: Consumers’ mobile network provider, December 2015
- Two thirds of UK consumers are on contract
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- Figure 28: Connection type, December 2015
- Industry positioning impacts customer base
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- Figure 29: Connection type, by consumers’ mobile network providers, December 2015
Contract Length
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- Consumers shifting to shorter contracts
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- Figure 30: Contract length, December 2015
- Smartphones attract parents and 16-44s to two-year contracts
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- Figure 31: Connection type, by contract length, December 2015
Connection Cost
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- Contract customers significantly more profitable than PAYG users
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- Figure 32: Monthly spend, by connection type, December 2015
- Can PAYG customers be shifted to contract?
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- Figure 33: Additional products and services paid in monthly bill, December 2015
- The Big Four attract the most profitable customers
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- Figure 34: Monthly contract spend, by consumers’ mobile network providers, December 2015
Payment Preferences for Additional Services
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- Quad-play deals the most sought after by consumers
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- Figure 35: Interest in using and payment preferences for additional services, December 2015
- The potential of the non-quad-play counter-offer
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- Figure 36: Payment preferences for quad-play services, by payment preferences for additional services (Nets), December 2015
Incentives to Switch Provider
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- More data the biggest motivator to switch
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- Figure 37: Factors that would encourage consumers to switch provider, December 2015
- Most UK consumers are loyal to their provider
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- Figure 38: Repertoire of factors that would encourage consumers to switch provider, December 2015
- Young consumers are easier to influence
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- Figure 39: Factors that would encourage consumers to switch provider, by age, December 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Market size and forecast
- Fan chart forecast
- Value
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- Figure 40: Best- and worst-case forecast for the value of the UK mobile network providers’ market, 2015-20
- Volume
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- Figure 41: Best- and worst-case forecast for the volume of the UK mobile network providers’ market, 2015-20
- Brand research
- Brand map
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