Report

October 2002

Segmenting Europe's Mobile Consumers

Paul Jackson 		Everyone you know has a mobile phone -- and they're happy with existing services. New services are touted as the next wave of much-needed growth -- but telecom firms can only target 20% of consumers until 2005.
by Paul Jackson with Jaap Favier, Ioanna Stagia

CONSUMER LANDSCAPE
  • The mobile phone market in Europe is close to saturation, and few consumers plan to replace their existing phone.
  • Only 24% of users are willing to pay for more functionality.
  • Mobile operators frantically try to sell new mobile services.
ANALYSIS
  • Two mobile segments -- 21% of Europeans -- will buy GPRS functionality in the coming years.
  • Phone operators and manufacturers need to reposition to successfully target the two segments.
WHAT IT MEANS
  • Modular handsets will pave the way for mass adoption.
  • Easy device connectivity will drive MMS.
 
Figures & Data
  • Figure 1.  Mobile Phone Usage In Europe
  • Figure 2.  Mobile Applications' Usage In Europe
  • Figure 3.  The Framework Of Mobile Services
  • Figure 4.  Segmenting Europe's Mobile Consumers
  • Figure 5.  The Anatomy Of A Fun Fanatic
  • Figure 6.  The Anatomy Of A Wireless Worker
  • Figure 7.  Tracking GPRS Mobile Technology Adoption By Consumers
   
RELATED MATERIAL 
  • Methodology
  • Related Research
 
ENDNOTES

 

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Analyst: Paul Jackson
Document Type: Report
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