2010 North American Consumer Mobile Communications Outlook

The North American mobile communications market reached 88.3 percent penetration in 2009, with more than 300 million mobile connections. Mobile operators continue to generate high mobile data revenues and the proliferation of broadband capable personal and productivity devices is the prime reason for the recent surge in adoption of mobile data services. Messaging services also continue to be used increasingly, and the messaging channel is also being used for a wider range of communication, entertainment, informational and commerce services.

Research Overview
This Frost & Sullivan research service titled 2010 North American Consumer Mobile Communications Outlook provides market trends, market forecasts, and predictions for 2010 and beyond. In this research, Frost & Sullivan's expert analysts thoroughly examine the following trends: mobile service uptake and usage, mobile data services trends, and premium mobile content service consumption trends.

This analysis is available through our Mobile & Wireless Growth Partnership Services program. With continuous access to intelligence and resources from all seven perspectives of the Complex Business Universe, the Growth Partnership Services program ensures that you and your Growth Team™ are able to maintain a 360 Degree Perspective of the market. This comprehensive, objective information allows your company to mitigate risk, identify new opportunities, and drive effective strategies for growth.

Market Overview

Operators Continue to Rely on Mobile Data Services and Smart Pricing to Drive Value in the North American Mobile Communication Markets

With penetration rates of more than 88 percent for the entire region, the mobile market in North America can now officially be termed saturated. Mobile operators aspiring for better business outcomes are maximizing revenues from existing subscribers by offering innovative premium data services that run over next-generation wireless networks and devices. Mobile operators are also looking to offer additional ‘connections’ to existing subscribers – mainly wireless broadband Internet and other connected services – to augment revenues. The emergence of a broad range of connected devices is expected to push penetration of mobile services to more than 100 percent.

"The mobile phone is today the most important communications device and subscribers continue to rely on wireless services for their communication, entertainment and information requirements on-the-go," notes the analyst of this research service. "Besides voice, text-messaging has evolved as an important medium for communication, primarily because it can be used in a wide range of scenarios, is ubiquitous, and extremely cost-effective especially when used as part of a data plan." Other important and popular data services include mobile Internet, premium mobile content, and others. The impact of smart phones in driving data usage on the mobile networks is proven beyond doubt. Over 60 percent of North American mobile subscribers regularly use text messaging, and a majority of these are sent as part of a dedicated or a bundled data plan.

The biggest challenge is to ensure a satisfactory, pleasant and useful consumer experience and deliver maximum value to them. Even though the North American mobile operators are known for their zealousness in protecting the consumer experience, managing the end-user experience is not always possible since an increasing amount of traffic is going off-deck. This rapid explosion of content creates several operational impediments as well. Mobile operators are forced to expand their content catalogs and yet are not able to increase the data plan rates to justify this expansion. At a certain ‘tipping point’, it may become unfeasible to continue doing this without exploring other sources of revenues such as mobile advertising. In addition, bringing new devices to market at a rapid pace is not an easy task. Long product development cycles further complicate the matter. The big question is – how to increase ARPUs without getting caught up in a race to blindly add new services, devices, or network technologies. Operators also need to look into the value they bring to the Smartphone app store ecosystem and could again be turning into connectivity providers that mainly provide access to third-party or ‘over the top’ services.

While it is important to always seek new technologies, the question whether network technologies drive content or the promise of delivering next-generation content drives investments in networks will always remain. Mobile operators need to look at multiple strategic factors including cost and service pricing, content lineup, quality of service, and customer care, to compete successfully in this space. "Mobile operators could classify mobile content into various tiers, and match these to their customer demographics to determine the optimum mix they should have on their decks," says the analyst. "Apple’s iPhone, Android devices and the new generation of Blackberry devices are some examples of the possible impact compelling devices can have on subscriber uptake and service usage."

Market Sectors

Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Prepaid and postpaid mobile
- SMS and MMS
- Mobile Internet
- Technologies

The following technologies are covered in this research:
- 3G, 4G
- Next-generation devices
- Mobile advertising and mobile marketing
- Mobile banking and mobile payments

- 1. NORTH AMERICAN CONSUMER MOBILE COMMUNICATIONS OUTLOOK -

- Introduction and 2009 Market Overview
- - 2009 Overview -

- 2010 Market Outlook
- - Continued Growth of Mobile Broadband
- - Slowing Subscriber Additions
- - Growth of Mobile Messaging - SMS and MMS
- - Mobile Financial Services - Mobile Banking and Mobile Payments
- - Premium Mobile Content and Services - Off-deck and On-deck

2. U.S. CONSUMER MOBILE COMMUNICATIONS OUTLOOK -

- Introduction and 2009 Market Overview
- - 2009 Overview

- 2010 Market Outlook
- - Slowing Subscriber Additions
- - Increasing Coverage and Penetration of Mobile Broadband
- - Mobile Data Usage Trends
- - Mobile Messaging and Premium Mobile Content
- - Mobile Financial Services - Mobile Banking and Mobile Payments

3. CANADIAN CONSUMER MOBILE COMMUNICATIONS OUTLOOK -

- Introduction and 2009 Market Overview
- - 2009 Overview

- 2010 Market Outlook
- - Mobile Subscribers Outlook
- - Increasing Coverage and Penetration of Mobile Broadband
- - Continued Strong Performance of Mobile Data Services

List of Figures
- Chapter 1
- - Consumer Mobile Communications Market: Mobile Subscriber Forecasts (North America), 2008-2015
- - Consumer Mobile Communications Market: Postpaid and Prepaid Subscriber Forecasts (North America), 2008-2015
- - Consumer Mobile Communications Market: Revenue Forecasts for Mobile Service and Mobile Data (North America), 2008-2015
- - Consumer Mobile Communications Market: 3G Subscribers (North America), 2008-2015
- - Consumer Mobile Communications Market: LTE Subscribers (North America), 2008-2015
- - Consumer Mobile Communications Market: SMS and MMS Volumes (North America), 2008-2015
- - Consumer Mobile Communications Market: Mobile Banking Users (North America), 2008-2015
- - Consumer Mobile Communications Market: Percent of Revenues by Off-deck and On-deck (North America), 2008-2015

- Chapter 2
- - Consumer Mobile Communications Market: Mobile Subscriber Forecasts (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Postpaid and Prepaid Subscriber Forecasts (U.S.), 2008-2015
- - Consumer Mobile Communications Market: 3G Subscribers (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Revenue Forecasts for Mobile Service and Mobile Data (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Total Traffic from Mobile Video Streaming, Mobile Audio Streaming, and Mobile Internet Access (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Smartphone Traffic from Mobile Video Streaming, Mobile Audio Streaming, and Mobile Internet Access (U.S.), 2008-2015
- - Consumer Mobile Communications Market: SMS and MMS Volumes (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Revenue Forecasts for On-deck Premium Mobile Content (U.S.), 2008-2015
- - Consumer Mobile Communications Market: Mobile Banking Users (U.S.), 2008-2015
- - Consumer Mobile Communications Market: M-commerce Revenue Forecasts for Physical Goods (U.S.), 2008-2015

- Chapter 3
- - Consumer Mobile Communications Market: Mobile Subscriber Forecasts (Canada), 2008-2015
- - Consumer Mobile Communications Market: 3G Subscribers (Canada), 2008-2015
- - Consumer Mobile Communications Market: Revenue Forecasts for Mobile Service and Mobile Data (Canada), 2008-2015
- - Consumer Mobile Communications Market: SMS and MMS Volumes (Canada), 2008-2015
- - Consumer Mobile Communications Market: SMS Subscribers and Penetration (Canada), 2008-2015

Order Online - visit http://www.researchandmarkets.com/reports/1582661

Order by Fax - using the order form below

Order By Post - print the order form below and send to

Research and Markets,
Guinness Centre,
Taylors Lane,
Dublin 8,
Ireland.