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Mobile Phone Retailing - UK - January 2012

“The mobile phone sector must change. Technology is moving on and the distinction between a mobile phone and other digital products is becoming more and more blurred. A mobile phone now has so many functions that it can no longer be viewed in isolation and it is just one of many products that people use to communicate with each other. That means that there is less and less need for a specialist phone shop the future lies with retailers who understand that they are selling communication products.”

– Richard Perks, Director of Retail Research

Some questions answered in the report include;

  • So what’s the future for the mobile phone?
  • What are the implications for mobile phone retailers?
  • Convergence – when is a mobile phone not a mobile phone?
  • So what can mobile phone retailers do about convergence?
  • What is the future for the mobile phone shop?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Mobile phones
                • Forecast
                  • Figure 1: Mobile phone spending, 2006-16
                • Companies, brands and innovation
                  • Leading retailers
                    • The consumer
                      • Figure 2: Profile of mobile phone shop customers, December 2011
                      • Figure 3: Profile of online and in-store shoppers, December 2011
                      • Figure 4: Nature of latest phone acquisition, December 2011
                      • Figure 5: How next phone will be chosen, December 2011
                    • What we think
                    • Issues in the Market

                        • So what’s the future for the mobile phone?
                          • What are the implications for mobile phone retailers?
                            • And the networks aren’t helping either
                              • Convergence – when is a mobile phone not a mobile phone?
                                • So what can mobile phone retailers do about convergence?
                                  • What is the future for the mobile phone shop?
                                  • Future Opportunities

                                    • Experience is all
                                      • Why Buy
                                      • Who’s Innovating

                                        • Wireless World - Broadening the range
                                          • Figure 6: Carphone Warehouse, Wireless World, November 2011
                                        • Free Wi-Fi
                                          • Figure 7: Everything Everywhere, December 2011
                                        • Helping the blind
                                          • Mobile cash
                                          • The Market – Sector Size and Forecast

                                            • Key points
                                              • Subscriptions
                                                • Figure 8: Mobile phone subscriptions, 2004-10
                                              • Subscription revenue and handset sales
                                                • Figure 9: Mobile phones, revenue and Handset sales, 2005-10
                                              • Retail sales
                                                • Forecast
                                                    • Figure 10: Mobile phone spending, 2006-16
                                                    • Figure 11: Mobile voice revenue, 2006-16
                                                    • Figure 12: Mobile data revenue, 2006-16
                                                • The Market – Economic and Demographic Background

                                                  • Key points
                                                    • The economy
                                                      • Health warning
                                                        • Economic outlook
                                                            • Figure 13: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                            • Figure 14: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                                          • Implications for retail sales
                                                            • Figure 15: Average wages growth, vs inflation, 2008-11
                                                          • The ageing population
                                                            • Figure 16: Trends in the age structure of the UK population, 2006-16
                                                          • Broadband access
                                                            • Figure 17: Broadband penetration by age, 2004 and 2010
                                                        • The Market – Mobile Phones

                                                          • Key findings
                                                            • Key statistics
                                                              • Contract vs pre-pay
                                                                • Figure 18: Mobile phone subscriptions: Contract vs pre-pay, 2005-10
                                                              • Revenues
                                                                • Figure 19: Average revenue per mobile connection, 2005-10
                                                                • Figure 20: Cost per call, Mobile vs fixed line, 2005-10
                                                              • Smartphones
                                                                • Figure 21: Proportion of mobile phone owners with a Smartphone, 2008-11
                                                              • The tablet
                                                                • The market – network providers
                                                                • The Market – Mobile Phone Retailers

                                                                  • Key points
                                                                    • Accounting
                                                                      • Retail sales data
                                                                        • Sector sales and outlets
                                                                          • Figure 22: PC and telecoms retailers, 2006-11(est)
                                                                        • Outlets and enterprises
                                                                          • Figure 23: Telecoms retailers outlets, 2008 and 2009
                                                                        • Market size
                                                                        • The Consumer – How Consumers Use Their Smartphone

                                                                            • Internet access
                                                                                • Figure 24: Means of Internet access, December 2011
                                                                                • Figure 25: Means of accessing the internet by age and affluence, December 2011
                                                                              • What do consumers use the Internet for when accessed through a smartphone?
                                                                                  • Figure 26: Websites visited on smartphone, December 2011
                                                                                  • Figure 27: Frequency of sites accessed by smartphone, 2011
                                                                                  • Figure 28: Usage of internet sites by age, December 2011
                                                                              • The Consumer – Networks and Types of Contract

                                                                                • Key points
                                                                                    • Figure 29: Network provider, December 2011
                                                                                    • Figure 30: Profile of network operator customers, December 2011
                                                                                  • Type of contract
                                                                                    • Figure 31: Type of contract, December 2011
                                                                                    • Figure 32: Network provider, by type of contract, December 2011
                                                                                • The Consumer – How Latest Mobile Phone Obtained

                                                                                  • Key points
                                                                                      • Figure 33: How latest mobile phone obtained, December 2011
                                                                                      • Figure 34: Profile of mobile phone shop customers, December 2011
                                                                                    • Online vs in-store
                                                                                      • Figure 35: Profile of online and in-store shoppers, December 2011
                                                                                  • The Consumer – Contracts and Reasons For Renewals

                                                                                    • Key points
                                                                                        • Figure 36: Nature of latest phone acquisition, December 2011
                                                                                        • Figure 37: Profile of customers by last purchase, December2011
                                                                                      • Obtained in-store
                                                                                          • Figure 38: Nature of current contract, by how latest mobile phone obtained, December 2011
                                                                                        • Obtained online
                                                                                            • Figure 39: Nature of current contract, by how latest mobile phone obtained, December 2011
                                                                                          • Arranged over the phone
                                                                                              • Figure 40: Nature of current contract, by how latest mobile phone obtained, December 2011
                                                                                            • Reasons for renewals
                                                                                                • Figure 41: Why contract was switched, December 2011
                                                                                            • The Consumer – Buying a Phone, The Decision Making Process

                                                                                              • Key points
                                                                                                  • Figure 42: Process of buying mobile phone, December 2011
                                                                                                  • Figure 43: Profile of customers by how they decided to buy latest phone, December 2011
                                                                                                • Decision making by store bought from
                                                                                                    • Figure 44: Process of buying mobile phone, by how latest mobile phone obtained in most popular stores, December 2011
                                                                                                    • Figure 45: Process of buying mobile phone, by how latest mobile phone obtained in next most popular stores, December 2011
                                                                                                  • Consumers and their next renewal
                                                                                                    • Where do you go for advice?
                                                                                                        • Figure 46: Sources of advice before buying a mobile phone, December 2011
                                                                                                      • The next renewal – in-store or online?
                                                                                                          • Figure 47: How next phone will be chosen, December 2011
                                                                                                          • Figure 48: Process of buying mobile phone, by how next phone will be chosen, December 2011
                                                                                                          • Figure 49: Where latest mobile phone obtained, by how next phone will be chosen, December 2011
                                                                                                      • The Retailers – Online

                                                                                                        • A note on sales
                                                                                                          • The retailers – online
                                                                                                            • Figure 50: Main Telecoms websites: Traffic, October 2011
                                                                                                        • The Retailers – Leading Retailers and Market Shares

                                                                                                              • Figure 52: Mobile phone retailers: market shares, 2010 (est)
                                                                                                          • Network Operator Outlets

                                                                                                              • Figure 53: The network operators, 2010
                                                                                                            • O2
                                                                                                              • Strategic evaluation
                                                                                                                • Background
                                                                                                                  • Performance
                                                                                                                    • Outlets
                                                                                                                      • Financials
                                                                                                                        • Consumer profile
                                                                                                                          • Figure 54: O2 shoppers in the last 12 months, socio-demographic profile, December 2011
                                                                                                                          • Figure 55: O2 shoppers in the last 12 months: Regional profile, December 2011
                                                                                                                        • Retail offering
                                                                                                                          • E-commerce
                                                                                                                            • Figure 56: O2: Profile of online visitors, Aug-Oct 2011
                                                                                                                          • Vodafone
                                                                                                                            • Strategic evaluation
                                                                                                                              • Background
                                                                                                                                • Performance
                                                                                                                                  • Outlets
                                                                                                                                    • Financials
                                                                                                                                      • Consumer profile
                                                                                                                                        • Figure 57: Vodafone shoppers in the last 12 months: Socio-demographic profile, December 2011
                                                                                                                                        • Figure 58: Vodafone shoppers in the last 12 months, Regional profile, December 2011
                                                                                                                                      • Retail offering
                                                                                                                                        • E-commerce
                                                                                                                                          • Figure 59: Vodafone: Profile of online visitors, Aug-Oct 2011
                                                                                                                                        • 3
                                                                                                                                          • Strategic evaluation
                                                                                                                                            • Background
                                                                                                                                              • Performance
                                                                                                                                                • Outlets
                                                                                                                                                  • Financials
                                                                                                                                                    • Consumer profile
                                                                                                                                                      • Figure 60: 3 shoppers in the last 12 months, Socio-demographic profile, December 2011
                                                                                                                                                      • Figure 61: 3 shoppers in the last 12 months, Regional profile, December 2011
                                                                                                                                                    • Retail offering
                                                                                                                                                      • E-commerce
                                                                                                                                                        • Figure 62: 3: Profile of online visitors, Aug-Oct 2011
                                                                                                                                                      • Virgin Mobile
                                                                                                                                                        • Strategic evaluation
                                                                                                                                                          • Background
                                                                                                                                                            • Performance
                                                                                                                                                              • Retail offering
                                                                                                                                                                • E-commerce
                                                                                                                                                                  • Figure 63: Virgin Mobile: Profile of online visitors, Aug-Oct 2011
                                                                                                                                                                • Everything Everywhere
                                                                                                                                                                  • Strategic evaluation
                                                                                                                                                                    • Background
                                                                                                                                                                      • Performance
                                                                                                                                                                        • Outlets
                                                                                                                                                                          • Financials
                                                                                                                                                                            • Figure 64: Orange UK: Retail trading performance
                                                                                                                                                                          • Consumer profile – T-Mobile
                                                                                                                                                                            • Figure 65: T-mobile shoppers in the last 12 months, December 2011
                                                                                                                                                                            • Figure 66: T-mobile shoppers in the last 12 months, Regional profile, December 2011
                                                                                                                                                                          • Consumer profile – Orange
                                                                                                                                                                            • Figure 67: Orange shoppers in the last 12 months, Socio-demographic profile, December 2011
                                                                                                                                                                            • Figure 68: Orange shoppers in the last 12 months, Regional profile, December 2011
                                                                                                                                                                          • Retail offering
                                                                                                                                                                            • E-commerce
                                                                                                                                                                              • Figure 69: T-mobile: Profile of online visitors, Aug-Oct 2011
                                                                                                                                                                              • Figure 70: Orange: Profile of online visitors, Aug-Oct 2011
                                                                                                                                                                          • Carphone Warehouse

                                                                                                                                                                              • Strategic evaluation
                                                                                                                                                                                • Background
                                                                                                                                                                                  • Structure
                                                                                                                                                                                    • The big box venture
                                                                                                                                                                                      • Company performance
                                                                                                                                                                                        • Figure 71: Best Buy Europe: Group financial performance, 2006/07-2010/11
                                                                                                                                                                                        • Figure 72: Best Buy Europe: Outlet data, 2006-10
                                                                                                                                                                                      • Store formats
                                                                                                                                                                                        • Consumer profile
                                                                                                                                                                                          • Figure 73: Carphone Warehouse shoppers in the last 12 months: Socio demographic profile, December 2011
                                                                                                                                                                                          • Figure 74: Carphone Warehouse shoppers in the last 12 months: Regional profile, December 2011
                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                          • E-commerce and home shopping
                                                                                                                                                                                            • Figure 75: Carphone Warehouse: Profile of online visitors, August-October 2011
                                                                                                                                                                                        • Phones 4U Ltd

                                                                                                                                                                                            • Strategic evaluation
                                                                                                                                                                                              • Background
                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                  • Figure 76: Phones 4U Ltd: Group financial performance, 2006-10
                                                                                                                                                                                                  • Figure 77: Phones 4U Ltd: Outlet data, 2006-11
                                                                                                                                                                                                • Retail offering
                                                                                                                                                                                                  • E-commerce and home shopping
                                                                                                                                                                                                    • Figure 78: Phones 4U: Socio-demographic profiles of website visitors, October 2011
                                                                                                                                                                                                • Appendix – Sector Size and Forecast

                                                                                                                                                                                                    • Figure 79: Value sales for mobile phone revenues 2006-16
                                                                                                                                                                                                    • Figure 80: Value sales for mobile voice + rental, bundled calls, SMS and data, 2006-16
                                                                                                                                                                                                    • Figure 81: Value sales for mobile data (internet access + out of bundle), 2006-16
                                                                                                                                                                                                • Appendix – How Consumers Use Their Smartphone

                                                                                                                                                                                                    • Figure 82: Internet access over the last 12 months, by demographics, December 2011
                                                                                                                                                                                                • Appendix – The Consumer – Networks and Types Contracts

                                                                                                                                                                                                    • Figure 83: Network provider, by demographics, December 2011
                                                                                                                                                                                                    • Figure 84: Type of contract, by demographics, December 2011
                                                                                                                                                                                                • Appendix – The Consumer – How Latest Mobile Phone Obtained

                                                                                                                                                                                                    • Figure 85: How latest mobile phone obtained in most popular stores, by demographics, December 2011
                                                                                                                                                                                                    • Figure 86: How latest mobile phone obtained in next most popular stores, by demographics, December 2011
                                                                                                                                                                                                    • Figure 87: How latest mobile phone obtained in online store, by demographics, December 2011
                                                                                                                                                                                                • Appendix – The Consumer – Contracts and Reasons for Renewals

                                                                                                                                                                                                    • Figure 88: How latest mobile phone obtained, by demographics, December 2011
                                                                                                                                                                                                    • Figure 89: Why contract was switched, by demographics, December 2011
                                                                                                                                                                                                • Appendix – The Consumer – Buying a Phone, The Decision Making Process

                                                                                                                                                                                                    • Figure 90: Most popular process of buying mobile phone, by demographics, December 2011
                                                                                                                                                                                                    • Figure 91: Next most popular process of buying mobile phone, by demographics, December 2011

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Currys
                                                                                                                                                                                                • Dial-a-Phone Ltd
                                                                                                                                                                                                • France Telecom SA
                                                                                                                                                                                                • Hutchison Whampoa Limited
                                                                                                                                                                                                • mmO2 plc
                                                                                                                                                                                                • Orange plc (UK)
                                                                                                                                                                                                • Phones 4U Ltd
                                                                                                                                                                                                • Samsung Electronics (UK) Ltd
                                                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                                                • The Carphone Warehouse Ltd
                                                                                                                                                                                                • TiVo Inc
                                                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                                                • Virgin Mobile
                                                                                                                                                                                                • Vodafone Group Plc (UK)

                                                                                                                                                                                                Mobile Phone Retailing - UK - January 2012

                                                                                                                                                                                                £1,750.00 (Excl.Tax)