mercredi 11 janvier 2006
Synthesis
Over the
years, Great-Britain has become Europe’s new pole of innovation in mobile
activities. There are five main network operators, but new competition is
growing. The arrival of MVNO’s on the market forces the providers to rethink
their strategy.
MVNO’s
almost only have to hire telephone lines to become established; this is why
they represent a threat to Vodafone, O2, T-Mobile and Three. In reaction,
T-mobile has decided to bargain with these new competitors to make up for the
dropping market share.
Spawning
consumers’ appetite for 3G technology is harder than one would have initially
thought. Consumers don’t seem impatient to adopt this technology yet, despite
for example the massive success of camera-embedded mobile phones. As a matter of
fact, this success hides the fact that operators tried to trivialize this kind
of product to justify the establishment of 3G networks. 2.5G is rather used as a temporary technology as it is more
adapted to today’s consumers’ demand and operators’ costs.
Aware of the new markets’ trends, operators tend to adapt their strategies, for example by offering a “mixed-service”: mobile and fixed line telephony services. To deal with their competitors, providers try to keep their customers, but also to entice their competitors’ clientele. Moreover, customer and after-sales services have increasingly become determining, and both the operators and the retailers have discerned this alteration. Telephone operators made the mobile phone a fashion accessory via intense marketing, targeting mostly the younger generation.
jeudi 5 janvier 2006
Websites
This chart sums up the best websites we have used during our study.
mercredi 4 janvier 2006
Creating Killer Applications in 3G
The UMTS or 3G environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result will be the largest and most complex communications system that man has designed. If you want a challenge then this is the industry to be in. Services for UMTS (Universal Mobile Telecommunication System) or 3G (3rd Generation mobile networks) is a book about the near future, where UMTS allows mobile phones and other devices for communication, entertainment, personalised services, utility and fun to be used in new ways.
Creating_Killer_Applications_in_3G.doc
http://www.amazon.fr/exec/obidos/ASIN/0471485500/ref=si_2_14/171-9488326-2724247
Making Money from 3G Services
UMTS
as a technology allows for exciting new applications of some of the best ideas
of services in the fixed telecoms, cellular/mobile telecoms, and internet
environments, with many revolutionary new possibilities which simply do not
exist in the current media and communications vehicles.The current worldwide
interest in UMTS/3G is driven partly by the iminent roll-out of the new
infrastructure during 2002/3.
Making_Money_from_3G_Services.doc
http://www.amazon.fr/exec/obidos/ASIN/0470847751/ref=si_1_4/171-9488326-2724247
Chart best sources
This chart sums up the most relevant articles we have found during our research.
3G marketing : communities and strategic partnerships
3G and its related
modern services opportunity is a new game for mobile operators and presents
challenges that the modern marketing staffs at mobile operators are not
experienced in. No comprehensive book currently exists on how to market the new
mobile services. As 3G networks come on line, and with ever increasing
competitive pressures, a comprehensive marketing book focusing on mobile
services is needed.
3_G_marketing.doc
http://www.amazon.co.uk/exec/obidos/ASIN/0470851007/ref=si_1_1/026-8863675-6408407
mardi 3 janvier 2006
Summary of the eleven best sources
Summary of the eleven best
sources
28 dec - Dosmetic
Telecommunications Market Assessment 2005
Since 2003, the
annual growth of the UK mobile phone market has been pretty slow, from £28.27
billion in 2003/2004 to £29.88 billion in 2005. It seems businesses are now
ready to switch from fixed lines to mobile communication, like ordinary people.
Vodafone, Orange and O2 are leaders on the England’s mobile market.
26 dec - O2 study forecast
According to
this study, the mobile industry contributes to around 2.2% of UK’s GDP, and
this ratio is expected to rise to 2.5% by 2008, and up to 3% by 2013 (from £22
billion in 2003 to an expected £49.1 billion in 2013). This industry provides
the British economy with 197,000 jobs in 2003 and should need 43,700 more jobs
by 2008, and some 12,200 more by 2013. Productivity in this sector is very
high, three times the national level, with an expected high growth for the
years to come (reaching 7.5% per year).
21 dec - Evolution to 3G
2G was not
enough to cope with the consumers’ new needs. Operators invested in “2.5G”
because the expenses to develop 3G were too important, and because their former
investments to establish 2G have not all paid off. Only 23 networks worldwide
operate on 3G technology. This new technology will enable the operators
differentiate themselves by providing services and offering content using these
new fast data transfers.
15 dec - O2 Ranks
Highest in Customer Satisfaction among Network-Owned Mobile
Phone Retailers
According to a
survey interrogating consumers, O2 is the operator that provides the highest
satisfaction level, T-Mobile, Orange and Vodafone are below, with about the
same satisfaction level. Concerning the independent phones retailers, Phones4u
is pointed out as the best, The Link comes second and The Carphone Warehouse
last of the three (the evaluation factors being the staff, the offerings and
promotions, and the store).
9 dec - Britain leads European
mobile innovation
It seems that
the epicenter of innovation in mobile activities has moved from continental
Europe (mostly Scandinavian countries) to the UK, with the offering of virtual
content like games, gambling, e-mailing… More than 200 wireless start-ups
operate in the UK, with a combined turnover of £2 billion. The internationalization
enabled mostly Vodafone, but also O2 and Orange to operate in other countries.
7 dec - 3 UK Bottoms on Customer Satisfaction Survey
39 million UK
adults own a mobile phone, and spend on average $36.40 per month for it. Given
the UK population, the market is almost saturated, and the competition is now
about the churners rather than the new subscribers according to this report.
The main challenge for the network operators is now retain their own customers,
and to try to attract others from rival networks. That’s why customer service
is very important, and most operators understood the situation and invested on
this service, excepted 3, which has a high dissatisfaction rate.
5 dec - UK, 15 Mobile Service Providers by Christmas
2006
Network operators
have underestimated the threat of MVNO’s (mobile virtual network operators).
Indeed, such companies can be set up in a matter of weeks without any important
financial investments and so with little minimal takings to survive. That’s why
many companies are willing to invest in this sector. For example, T-Mobile will
let its network to MVNO’s. UK retail chains like ASDA or Tesco are some
examples of would be MVNO’s.
4 dec - UK Mobile Consumer Trends
Even if many
investments have been made in order to provide consumers with the 3G network,
we can notice that people are not interested yet in the new services proposed
by the operators. 15 million mobile lines are suscribed for business motives,
instead of personal use. The growth of the number of lines is overestimated,
because the high replacement rate of handsets comes with a new SIM card, and it
takes time for the operators to update their suscribers’ base. The good sales
of camera embedded mobile phones does not imply customers’ desire for sending
photos via MMS (Multimedia Message Service), with a medium growth for this
service. They are the results of operators’ strategy to encourage consumers to
use 3G, and here to swamp the mobile market with such handsets. Video usage is
still very limited, and the downloading of video/music is much below the
operators’ expectations, leading to a poor investment return.
4 dec - Top 50 Companies in the UK Mobile Market
O2 published a
report showing that UK is one of the leading countries in the mobile sector.
They selected 50 British firms related to this industry, which represent £1
billion of combined revenues. This report highlights the dynamism of these UK
firms, and the fact that mobile phones are a very exportable commodity, because
it is estimated that 2 billion people own a mobile phone, and they want to
replace it when it’s obsolete.
4 dec - Competition in the UK Telecommunications
Marketplace
The UK
government passed the “Communication Act” in July. What was previously a
licence based system has now become a “general conditions of entitlement”
regime. This represents a major deregulatory step, which in turn encourages a
more competitive environment for telecommunications. Advertising made mobile
become a fashion accessory, and customers want the latest model.
24 dec - Mobile Phones UK Industry
UK mobile phone
market is maturing, and still growing. The industry receives its revenues from
connection fees, monthly line-rental charges, call rates, and interconnection
fees. New consumer tastes, phones with new features, deregulation in the
operators’ market fuel the growth, which is unlikely to slow down with the
mobile phones UK Telecom’s market increasingly integrating. Indeed, nowadays, a
phone can be used as a camera, MP3 player, gaming platform… Cellular operators
have a smaller customer base than fixed operators, and cannot offer the same
rates because of their higher costs, but they are leaders in innovation and
their technology is evolving faster. We will eventually face a convergence
between fixed line and mobile phones operators, with some companies already
offering a range of mixed services. Advertising made mobile become a fashion
accessory, and customers want the latest model. Competition toughened UK mobile
operators, enabling them to penetrate foreign markets. UK mobile phones market
relies partly on foreign inward investments, which were lured in with tax
breaks and direct subsidies. The mobile phones UK market revenues will increase
not only through new customers but also from the absorption of fixed-line
revenues as consumers migrate to cellular networks.
the_mobile_market_in_England_1.doc
The brain map
This scheme represent the different type of key words we have used during our study in order to find information about the mobile market in England.
lundi 2 janvier 2006
Social networks and choice of mobile phone operator
The aim of
this paper is to estimate the importance of (induced) network effects in the
use of mobile telephones and the impact of the structure of social networks on
a consumer’s adoption decision. This is done using social network data obtained from
a survey of second year undergraduate students at the University of Nottingham
Business School. We find that students strongly coordinate their choice of
mobile phone operators, but do this only for
operators which charge a price difference between on- and off-net calls.
Coordination is strongest within groups of students who frequently interact
with each other, but weaker with students from outside their group.
Furthermore, the students did not coordinate their choice of mobile handsets –
there rather is a tendency to choose a different handset than the one used by
their friends.
Social_networks_and_choice_of_mobile_phone_operator.pdf
http://www.nottingham.ac.uk/%7Elizecon/RePEc/pdf/networks.pdf
mercredi 28 décembre 2005
Dosmetic Telecommunications Market Assessment 2005
The UK domestic
telecommunications market in terms of market revenue was valued at £28.27bn in
2003/2004 and we expect its value to have increased to £29.88bn in the year
ending March 2005. Annual market growth is relatively slow in this mature
market, with rising subscriber numbers in areas such as cellular and broadband
being offset by declining prices across the industry and the shift away from
fixed-line usage by some consumers.
This report looks at three main sectors: the fixed-line market; the cellular or
mobile market; and other operator revenue (essentially, broadband and Internet
and corporate data services). Mobile revenue has been the fastest growth sector
of the market since 2001, along with areas of the market related to data rather
than voice transfer, especially Internet traffic, with broadband connections
growing rapidly.
Residential consumers and, to a lesser degree, businesses are switching their
telecommunications needs away from fixed lines and towards mobile and data
traffic, with the switch being led by a comparatively small group of
high-spending individuals and businesses.
Dosmetic_Telecommunications_Market_Assessment_2005_.doc
http://www.researchandmarkets.com/reportinfo.asp?report_id=312142
