Mobile Phones and Networks - Re-igniting The Replacement Cycle - UK - January 2010
- Mintel’s research shows that contracts are still the main way people are getting a new mobile handset. But will the rising popularity of SIM only deals mean this will always be the case?
- Older respondents are most likely to opt for basic, pay as you go handsets (68% of over 55’s). What strategies could retailers take to make more expensive smartphone contracts appeal to this group?
- Respondents are focussed more on mobile design (47%) over more technical aspects, such as mobile operating system (8%). Will this create challenges in selling smartphones to the mass-market?
- Despite increased media attention towards mobile applications, very few respondents have paid to download them (5%). What barriers are there to more advanced mobile usage such as this?
- Mintel’s research shows that total mobile retail revenues to have declined by an estimated £0.6bn in 2009. What is the cause, and how important will smartphones be in driving revenues in the future?
- In terms of choosing a mobile network, respondents are most interested in quality of customer service (33%) and price (30%). But how important are value added extra’s, such as 2 for 1 cinema tickets?
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