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Achieving Increased Profitability in Saturated Markets

Mobile telephony in Europe is now a saturated and highly competitive market, where growth is minimal, many users already hold more than one subscription and tariff levels are in decline. In addition to the competitive pressure on profits, the EU is applying downward pressure on roaming and interconnection charges, which is further squeezing margins. Some operators are now no longer profitable. Short term actions such as cutting or deferring expenditure or reducing headcount, in addition to normal good housekeeping practices such as debtor and creditor control will provide some improvement. However if operators are to improve their competitive position and their margins in the longer term, they must have a clear understanding of the fundamental factors that affect their profitability, particularly those that are peculiar to the industry, so that they can take appropriate action.

This report identifies key factors that affect the profitability of mobile operators, assesses the options available to operators, and recommends actions that will help increase their profitability.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency and Conversions
3
3
MARKET SHARE, REVENUE AND PROFITABILITY
4
3.1
Introduction
4
3.2
Country Comparisons
4
3.2.1
Belgium
4
3.2.2
France
5
3.2.3
Germany
6
3.2.4
Spain
6
3.2.5
The UK
7
3.3
All Countries - Analysis
8
4
IMPROVING PROFITS AND MARKET SHARE
9
4.1
Introduction
9
4.2
Branding and Brand Strategy
9
4.2.1
Single Brands
10
4.2.2
Multiple Brands
10
4.2.3
Brand Value
12
4.3
Convergence and Bundling of Services
13
4.4
Acquisition
14
5
OPTIMISING EXPENDITURE
15
5.1
Introduction
15
5.2
Network Technology and Spectrum
15
5.3
Femtocells and WiFi
17
5.4
Sharing
17
5.4.1
Sharing with Other Operators
17
5.4.2
Networks in Neighbouring Countries
18
5.5
Buying
19
5.6
Network Outsourcing and Staffing
20
6
CONCLUSIONS
21
6.1
Introduction
21
6.2
Market Share and Profitability
21
6.3
Strategic Options & Branding
21
6.4
Capital and Operating Costs
22
7
RECOMMENDATIONS
24