About this market
study
This report looks at the European market for non-voice mobile
services, tracking current penetration and adoption of various
mobile services and looking at consumer attitudes towards
future adoption. The report also highlights key individual
European markets, and investigates use and attitudes among
different demographic groups, helping you to identify and
target the right market segment for your mobile data services.
The study focuses on the following key aspects of non-voice
mobile services:
- current uptake
- likelihood of uptake by current non-users in the near
future
- profile of those potential users
- the price potential users are willing to pay to use some
of these services
- most preferred point of purchase for consumers
The State of Non-Voice Mobile Services in 2006.
Worldwide, after numerous setbacks and delays, 3G finally
seems to be ‘coming of age’ and the resultant
fast new networks offer ample scope for new services and lower
operating costs. The number of 3G subscribers is gradually
growing, though the new technology still has a long way to
go before it achieves mass market penetration (probably another
two or three years) in most European markets.
Despite the industry talk about advanced new data services
and the full realization of the ‘wireless Internet’,
only one non-voice service can be truly described as a mass
market success so far and that service is SMS. However, in
recent years, other mobile services have started generating
increasingly significant levels of revenue and we see 2006
as the tipping point where other non-voice services, other
than SMS, start to gain real significance in operator’s
service revenues. A handful of operators around the world
have already started reporting revenues from mobile Internet
access charges rivaling SMS revenues, and with new 3G services
starting to penetrate the market, 2006 looks likely to be
the year non-voice services really ‘arrive’.
Voice and SMS are still the only globally accepted ‘killer’
applications, generating multi-billion Dollar revenues for
mobile operators around the globe. But other non-voice services,
such as ringtones, games and access revenues are now making
a substantial impact on operator revenues, as increasing numbers
of mobile consumers begin to see the mobile handset as more
than just a communications utility.
As more people accept the mobile phone as a camera and a
games console, a restaurant finder and a pocket TV, an e-mail
interface and a personal organizer, so non-voice revenues
will continue to grow, and we believe that the mobile community
faces a very exciting future over the next 5 or 6 years.
The following 13 mobile applications and services were analyzed
during this study:
- SMS
- MMS
- Ringtones, logos and wallpapers
- Portals
- Mobile TV
- Video Calling
- Mobile E-mail
- Mobile Instant Messaging (Mobile IM)
- Mobile Music
- Mobile Games
- Adult Content on Mobile
- Location based Services
- Mobile Advertisements
Countries Surveyed
The following 10 European countries were surveyed for the
purpose of this study
- Denmark
- France
- Germany
- Italy
- Netherlands
- Poland
- Russia
- Spain
- Sweden
- United Kingdom (UK)
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