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Mobile Phones Market Report 2010
Key Note Publications Ltd, May 2010, Pages: 109
This Market Report examines the performance of the UK mobile phones market. The market has always been a dynamic one, but the changes under way in recent years have been even more dramatic than usual. For example, Apple introduced the iPhone in 2007, which was immediately viewed as a ‘style leader’, and a challenge is now being mounted by other ‘smartphone’ brands using applications (‘apps’) that effectively turn them into mini computers. Companies such as Microsoft and Google are also being drawn into the market, intensifying the competition.
The latest mobile phone models are purpose built to immediately access apps such as satellite navigation (satnav), music sharing and social networking websites (e.g. Facebook, Twitter). These functions are becoming as important in choosing a phone as its style, size or hardware functions.
Consumer research conducted exclusively for this report (see Chapter 6 — Buying Behaviour) illustrates how mobile phones have become lifestyle essentials, with more than three-quarters of the adults profiled in 2009 claiming to use them regularly (at least once a week) for voice calling, and two-thirds using them regularly for texting. Attitude research showed that more than two-thirds of all adults regard their mobiles as being lifestyle ‘essentials’ for security (e.g. walking home late) and for keeping in touch with friends, while more than half of the adults profiled saw them as essential for communicating with their partners.
Mobile phone retail revenue reached £15.4bn in 2008, representing a 2.7% increase compared with 2007, and a 29.4% rise on the 2004 figure. However, revenue is no longer growing as fast as it once did, partly due to the recession and market saturation, but also because of the intense competition between a growing number of networks (led by O2, Vodafone and Orange) and handset brands (led by Nokia, Samsung and Apple). Of these major players, only Vodafone has a UK parent company.
In the short-term future, advertising on mobile phones — which already funds thousands of free apps — is likely to become a major medium, in a similar way to Internet advertising. This will lead to a situation where the industry will be jointly funded by consumers, business users and advertising.
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