2006-2007 Western European Mobile Data Market

Publication Date	January 2007
Publisher	BuddeComm
Product Type	Report
Pages	123
ISBN Number	not applicable
Product Code	BUD00104

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Summary

Executive Summary

This European market report covers developments in the region's rapidly expanding mobile data market. In 2007 the development of mobile technologies and the rapid increase in the number of content providers will provide enormous potential for the profitability of Europe's mobile operators, which have suffered from falling ARPU in recent years as a result of competition from MVNOs and regulatory pressure on roaming and interconnection tariffs. Operators nevertheless face a number of challenges - while gaming, video and music portals are concepts which have been transferred into the mobile arena, and subscribers have become more aware of the capabilities of 3G and other services, they are also wary of the high costs of data transfer. The most successful data service remains SMS, while only about 14% of subscribers use MMS/picture messaging, and only 10% of mobile users across Europe who have access to mobile Internet make use of it. In areas such as mobile TV, successful trials have not yet translated into general consumer acceptance. Nevertheless, newly launched concepts such as 3's X-Series and TeliaSonera's cap on mobile Internet have brought mobile broadband closer to the business model of fixed-line broadband. The report presents the latest statistics for mobile data services such as SMS, MMS, and i-Mode, assesses the adoption of emerging technologies such as HSDPA and evaluates mobile TV technologies and business models. An overview of operators, national markets and trends provides the necessary background to an assessment of how this important market will progress to the end of the decade. The report includes the following markets, among others:

Austria

Austria has a full complement of advanced mobile data applications, including HSDPA-capable data cards from T-Mobile, mobilkom, Connect/One and H3G, which expected to have 95% geographic coverage by the end of 2007. Mobilkom Austria also completed a live HSUPA demonstration in November 2006. Mobile TV is offered by T-Mobile. Although a small market, operators in Austria have the financial backing of Europe's major players.

Finland

Finland has one of the world's most progressive mobile markets, and has been the launching pad for a number of innovative services. In 2006 Elisa launched the Nordic region's first commercial HSDPA network and carried out the world's first W-CDMA/HSDPA data call using a commercial network operating in the 900MHz band, which provides coverage up to four times greater than the 2GHz band used for 3G services. Finland was also at the forefront in EDGE deployment as well as Flash-OFDM based mobile broadband wireless technology providing coverage in remote areas. The country has also progressed well with Unlicensed Mobile Access (UMA), converging wireless broadband Internet with mobile services. It is expected to operate one of the most extensive DVB-H mobile TV services in Europe following the award of the fourth digital broadcasting network licence to Digita, a Finnish developer of data communication networks and network infrastructure. The network had reached a third of the population by the beginning of 2007. As analogue TV transmission end in 2007 DVB-H deployment will become an extension of DVB-T, using the freed 470MHz - 850MHz UHF band which potentially allows up to 55 TV channels for mobile television.

Germany

Germany's mobile operators hoped to take advantage of the 2006 World Cup to trigger a new phase of innovation in mobile data use, but consumer use fell short of expectations. Debitel introduced a mobile TV service based on the DMB standard during the year, while E-Plus, O2, T-Mobile and Vodafone have tested the DVB-H standard, though E-Plus later pulled out of further involvement. T-Mobile and Vodafone have advanced plans for national launched of mobile TV in 2007, having capitalised on their experiences in other European markets.

Italy

HSDPA has been a considerable success in Italy, with TIM having boosted its HSDPA service to 3.6Mb/s in October 2006, reaching 48% of the population by early 2007 from more than 3,500 sites. 3 Italia made HSDPA available in most major cities by August 2006, and aimed to deliver up to 14Mb/s within a few years. I-Mode is available from Wind, while the Vodafone live! portal had about five million subscribers by the end of 2006. Mobile TV also shows promise in 2007. Although only about one phone in 30 in the Italian mobile market is equipped with DVB-H technology, the number is growing rapidly. 3 Italia launched unveiled its mobile-TV service LaTre in February 2006, comprising more than 20 channels, and launched a commercial DVB-H service in June 2006 in partnership with broadcasters RAI, Mediaset and Sky Italia.

Spain

Mobile providers in Spain have invested huge sums in building networks to support HSDPA, promising speeds of up to 14.4Mb/s in coming years from the maximum 3.6Mb/s achievable in early 2007. Given that some 85% of Spain's broadband subscribers only receive 1Mb/s, HSDPA has an impressive advantage despite the higher access charge. Telefnica Mviles had upgraded its entire network with HSDPA technology by the end of 2005 and planned to have 13,000 enabled base stations in operation by 2008, by which time an anticipated 40% of customers would have UMTS handsets. Vodafone launched Spain's first commercially available HSDPA-enabled mobile handset in November 2006, while Orange also offers HSDPA with single rate tariff PCMCIA cards. BlackBerry and i-Mode are also available, while the three mobile operators planned a co-operative bid for rights to broadcast digital TV via DVB-H, presenting a common front to push Spain in the forefront of DVB-H technology and usage in Europe.

Sweden

H3's HSDPA network covered more than 90% of Sweden's population at launch in November 2006, among the most extensive in Europe. Telenor and Telia Mobile also provide HSCSD technology, while TeliaSonera has developed an EDGE network covering 90% of the country. Mobile TV trials have been undertaken by TeliaSonera (Surf Port), while Tele2 launched a free television station for 3G mobiles. The country's sophisticated technology infrastructure and the wide reach of the main operators, covering the Baltic and Nordic regions, offer considerable opportunities beyond the limited domestic market.

The UK

The UK was a pioneer in mobile TV, with tests during 2005 and 2006 using a range of different standards, including DVB-H, DAB-IP and MediaFlo. Orange was the first provider to offer mobile TV - 'Orange TV' - though the popularity of the mobile TV concept is yet to be proven. BT launched its BT Movio mobile TV service on a wholesale basis in September 2006, selling Movio to mobile operators as their own-branded product. Virgin Mobile was the first mobile operator to utilise the service, from October 2006, offering a range of TV and DAB radio channels. Operators such as 02 and Vodafone have reported positive results following the first phase of mobile TV trials, though this is unlikely to be reflected in consumer acceptance commercially until operators adopt a fixed charge business model for usage. Nevertheless, the potential UK market for mobile data is huge, given the market size and the readiness of consumers to adopt pricing structures such as those offered by H3's X-Series.

Content

1. Overview Of Western Europe's Mobile Data Market
- 1.1 Overview
- 1.2 Revenue forecasts
- 1.3 Developing 4G
- 1.4 Short Message Service (SMS)
- 1.5 Multimedia Messaging Services (MMS)
- 1.6 Wireless Application Protocol (WAP)
- 1.7 General Packet Radio Service (GPRS)
- 1.8 Enhanced Data for GSM evolution (EDGE)
- 1.9 High Speed Circuit Switched Data (HSCSD)
- 1.10 High Speed Downlink Packet Access (HSDPA)
  - 1.10.1 Trials and deployments
  - 1.10.2 Technical findings
- 1.11 High Speed Uplink Packet Access (HSUPA)
- 1.12 3G LTE
- 1.13 Push-to-Talk (PTT)
- 1.14 Mobile TV
  - 1.14.1 Standards
  - 1.14.2 Delivery networks
  - 1.14.3 Trials
  - 1.14.4 Evaluating the market
  - 1.14.5 Regulatory issues
  - 1.14.6 Mobile Digital TV (MDTV)
- 1.15 i-Mode in Europe
- 1.16 BlackBerry
- 1.17 OpenHand
- 1.18 Mobile gaming
- 1.19 Mobile music
- 1.20 Location-based services (LBS)
- 1.21 Mobile portals
  - 1.21.1 Vodafone live!
2. Austria
- 2.1 Overview of Austria's mobile data services
  - 2.1.1 Short Message Service (SMS)
  - 2.1.2 Multimedia Messaging Service (MMS)
  - 2.1.3 Wireless Application Protocol (WAP)
  - 2.1.4 General Packet Radio Service (GPRS)
  - 2.1.5 Push-to-Talk (PTT)
  - 2.1.6 Enhanced data for GSM Evolution (EDGE)
  - 2.1.7 High Speed Downlink Packet Access (HSDPA)
  - 2.1.8 High-Speed Circuit-Switched Data (HSCSD)
  - 2.1.9 Mobile TV
  - 2.1.10 BlackBerry
- 2.2 Mobile content and applications
  - 2.2.1 M-commerce
  - 2.2.2 Mobile Internet
3. Belgium
- 3.1 Overview of Belgium's mobile data services
  - 3.1.1 Short Message Service (SMS)
  - 3.1.2 SMS over fixed networks
  - 3.1.3 Multimedia Messaging Service (MMS)
  - 3.1.4 Wireless Application Protocol (WAP)
  - 3.1.5 General Packet Radio Service (GPRS)
  - 3.1.6 Enhanced Data for GSM Evolution (EDGE)
  - 3.1.7 High Speed Downlink Packet Access (HSDPA)
  - 3.1.8 i-Mode
  - 3.1.9 BlackBerry
  - 3.1.10 Mobile TV
- 3.2 Mobile content and applications
  - 3.2.1 Location-Based Services (LBS)
4. Denmark
- 4.1 Overview of Denmark's mobile data services
  - 4.1.1 Short Message Service (SMS)
  - 4.1.2 Multimedia Messaging Service (MMS)
  - 4.1.3 Wireless Application Protocol (WAP)
  - 4.1.4 General Packet Radio Service (GPRS)
  - 4.1.5 High-Speed Downlink Packet Access (HSDPA)
  - 4.1.6 Unlicensed Mobile Access (UMA)
  - 4.1.7 BlackBerry
  - 4.1.8 Mobile TV
  - 4.1.9 TErrestrial Trunked Radio (TETRA)
5. Finland
- 5.1 Overview of Finland's mobile data services
  - 5.1.1 Short Message Service (SMS)
  - 5.1.2 Multimedia Messaging Services (MMS)
  - 5.1.3 Wireless Application Protocol (WAP)
  - 5.1.4 General Packet Radio Service (GPRS)
  - 5.1.5 High Speed Downlink Packet Access (HSDPA)
  - 5.1.6 Enhanced Data for GSM Evolution (EDGE)
  - 5.1.7 Orthogonal Frequency Division Multiplex Access (OFDMA)
  - 5.1.8 Unlicensed Mobile Access (UMA)
- 5.2 Mobile content and applications
  - 5.2.1 Location based services
  - 5.2.2 Mobile TV
6. France
- 6.1 Overview of France's mobile data services
  - 6.1.1 Short Message Service (SMS)
  - 6.1.2 Multimedia Messaging Service (MMS)
  - 6.1.3 Wireless Application Protocol (WAP)
  - 6.1.4 General Packet Radio Service (GPRS)
  - 6.1.5 High Speed Downlink Packet Access (HSDPA)
  - 6.1.6 BlackBerry
  - 6.1.7 Enhanced Data for GSM evolution (EDGE)
  - 6.1.8 i-Mode
  - 6.1.9 Vodafone live!
  - 6.1.10 Mobile TV
- 6.2 Mobile content and applications
  - 6.2.1 Location-Based Services
7. Germany
- 7.1 Overview of Germany's mobile data services
  - 7.1.1 Short Message Service (SMS)
  - 7.1.2 Multimedia Messaging Services (MMS)
  - 7.1.3 Wireless Application Protocol (WAP)
  - 7.1.4 General Packet Radio Services (GPRS)
  - 7.1.5 High Speed Downlink Packet Access (HSDPA)
  - 7.1.6 Video over mobile
  - 7.1.7 i-Mode
  - 7.1.8 BlackBerry
  - 7.1.9 Vodafone live!
  - 7.1.10 Mobile TV
8. Iceland
- 8.1 Overview of Iceland's mobile data services
  - 8.1.1 Short Messaging Service (SMS)
  - 8.1.2 Multimedia Messaging Service (MMS)
  - 8.1.3 Wireless Application Protocol (WAP)
  - 8.1.4 General Packet Radio Service (GPRS)
  - 8.1.5 BlackBerry
9. Ireland
- 9.1 Overview of Ireland's mobile data services
  - 9.1.1 Short Message Service (SMS)
  - 9.1.2 Multimedia Messaging Service (MMS)
  - 9.1.3 Wireless Application Protocol (WAP)
  - 9.1.4 General Packet Radio Service (GPRS)
  - 9.1.5 High-Speed Circuit-Switched Data (HSCSD)
  - 9.1.6 Enhanced Data for GSM Evolution (EDGE)
  - 9.1.7 High Speed Downlink Packet Access (HSDPA)
  - 9.1.8 i-Mode
  - 9.1.9 BlackBerry
- 9.2 Mobile content and applications
  - 9.2.1 Mobile TV
10. Italy
- 10.1 Overview of Italy's mobile data services
  - 10.1.1 Short Messaging Service (SMS)
  - 10.1.2 Multimedia Messaging Services (MMS)
  - 10.1.3 Mobile banking
  - 10.1.4 Wireless Application Protocol (WAP)
  - 10.1.5 General Packet Radio Service (GPRS)
  - 10.1.6 High Speed Downlink Packet Access (HSDPA)
  - 10.1.7 i-Mode
  - 10.1.8 Vodafone live!
  - 10.1.9 Mobile TV
  - 10.1.10 Mobile positioning
  - 10.1.11 WiBro
- 10.2 Mobile content and applications
  - 10.2.1 Location-Based Services (LBS)
11. Luxembourg
- 11.1 Overview of Luxembourg's mobile data services
  - 11.1.1 BlackBerry
  - 11.1.2 Mobile TV
12. Malta
- 12.1 Overview of Malta's mobile data services
  - 12.1.1 Short Message Service (SMS)
  - 12.1.2 Multimedia Messaging Service (MMS)
  - 12.1.3 General Packet Radio Service (GPRS)
  - 12.1.4 Enhanced Data for GSM evolution (EDGE)
  - 12.1.5 Mobile Internet
  - 12.1.6 Mobile TV
13. Netherlands
- 13.1 Overview of the Netherlands' mobile data services
  - 13.1.1 Short Message Service (SMS)
  - 13.1.2 Multimedia Messaging Services (MMS)
  - 13.1.3 Wireless Application Protocol (WAP)
  - 13.1.4 General Packet Radio Services (GPRS)
  - 13.1.5 High-Speed Downlink Packet Access (HSDPA)
  - 13.1.6 BlackBerry
  - 13.1.7 i-Mode
- 13.2 Mobile content and applications
  - 13.2.1 Location-Based Services (LBS)
  - 13.2.2 Mobile TV
14. Norway
- 14.1 Overview of Norway's mobile data services
  - 14.1.1 Short Message Service (SMS)
  - 14.1.2 Multimedia Messaging Service (MMS)
  - 14.1.3 Wireless Application Protocol (WAP)
  - 14.1.4 General Packet Radio Service (GPRS)
  - 14.1.5 Enhanced data for GSM evolution (EDGE)
  - 14.1.6 Mobile TV
- 14.2 Mobile content and applications
  - 14.2.1 Location-Based Services (LBS)
  - 14.2.2 M-commerce
15. Portugal
- 15.1 Overview of Portugal's mobile data services
  - 15.1.1 Short Message Service (SMS)
  - 15.1.2 Multimedia Messaging Service (MMS)
  - 15.1.3 Wireless Application Protocol (WAP)
  - 15.1.4 General Packet Radio Service (GPRS)
  - 15.1.5 High Speed Downlink Packet Access (HSDPA)
  - 15.1.6 Push-to-Talk
  - 15.1.7 Mobile TV
- 15.2 Mobile content and applications
  - 15.2.1 Location based services (LBS)
16. Spain
- 16.1 Overview of Spain's mobile data services
  - 16.1.1 Short Message Service (SMS)
  - 16.1.2 Multimedia Messaging Service (MMS)
  - 16.1.3 Music share
  - 16.1.4 Mobile email
  - 16.1.5 Wireless Application Protocol (WAP)
  - 16.1.6 General Packet Radio Service (GPRS)
  - 16.1.7 Push-to-Talk (PTT)
  - 16.1.8 High Speed Downlink Packet Access (HSDPA)
  - 16.1.9 BlackBerry
  - 16.1.10 i-Mode
  - 16.1.11 Mobile TV
17. Sweden
- 17.1 Overview of Sweden's mobile data services
  - 17.1.1 Short Message Service (SMS)
  - 17.1.2 Multimedia Messaging Service (MMS)
  - 17.1.3 Wireless Application Protocol (WAP)
  - 17.1.4 General Packet Radio Service (GPRS)
  - 17.1.5 High Speed Downlink Packet Access (HSDPA)
  - 17.1.6 High-Speed Circuit-Switched Data (HSCSD)
  - 17.1.7 Enhanced Data for GSM evolution (EDGE)
  - 17.1.8 BlackBerry
  - 17.1.9 Push-to-Talk (PTT)
  - 17.1.10 Mobile TV
- 17.2 Mobile content and applications
  - 17.2.1 Location-Based Services (LBS)
18. Switzerland
- 18.1 Overview of Switzerland's mobile data services
  - 18.1.1 Short Message Service (SMS)
  - 18.1.2 Analogue SMS
  - 18.1.3 Multimedia Messaging Service (MMS)
  - 18.1.4 Wireless Application Protocol (WAP)
  - 18.1.5 General Packet Radio Service (GPRS)
  - 18.1.6 High Speed Downlink Packet Access (HSDPA)
  - 18.1.7 High-Speed Circuit Switched Data (HSCSD)
  - 18.1.8 Enhanced Data for GSM Evolution (EDGE)
  - 18.1.9 BlackBerry
  - 18.1.10 Mobile TV
- 18.2 Mobile applications
  - 18.2.1 Location-Based Services (LBS)
  - 18.2.2 Mobile ticketing
19. United Kingdom
- 19.1 Overview of the UK's mobile data services
  - 19.1.1 Consumer use of multimedia services
  - 19.1.2 Short Message Service (SMS)
  - 19.1.3 Multimedia Messaging Service (MMS)
  - 19.1.4 Wireless Application Protocol (WAP)
  - 19.1.5 General Packet Radio Services (GPRS)
  - 19.1.6 High-Speed Circuit Switched Data (HSCSD)
  - 19.1.7 High Speed Downlink Packet Access (HSDPA)
  - 19.1.8 i-Mode
  - 19.1.9 BlackBerry
  - 19.1.10 Enhanced Data for GSM evolution (EDGE)
  - 19.1.11 Vodafone live!
- 19.2 Mobile content and applications
  - 19.2.1 Mobile TV
  - 19.2.2 Wholesale mobile TV
20. Glossary Of Abbreviations
List Of Exhibits
- Exhibit 1 - Sample First Wave MMS launches in Europe
- Exhibit 2 - Sample European HSCSD networks - 2006
- Exhibit 3 - Mobile TV trials in Europe - 2006
- Exhibit 4 - i-Mode networks in selected European markets - 2006
- Exhibit 5 - Examples of BlackBerry availability in Europe - 2006
- Exhibit 6 - Operators GPRS and GPRS - WiFi launch dates in France
- Exhibit 7 - Sample MMS launches in Germany
List Of Tables
- Table 1 - Data revenue as % of total mobile revenues - Q2 2006
- Table 2 - ARPU by country - Q2 2006
- Table 3 - Mobile SMS messaging revenue and forecasts - 2004 - 2008
- Table 4 - Camera-enabled shipments - 2002 - 2006
- Table 5 - Vodafone live! customers - 2002 - 2006
- Table 6 - Data services revenue as % of total in Austria - 1999 - 2005
- Table 7 - mobilkom austria SMS sent - 2004 - 2005
- Table 8 - mobilkom austria data: proportion of revenue - 2004 - 2006
- Table 9 - SMS sent, all operators in Austria - 2004 - 2005
- Table 10 - Proximus SMS messages / subscriber / month and annual change - 2005 - 2006
- Table 11 - Premium SMS market overview in Belgium
- Table 12 - Traffic sent, by technology in Denmark - H2 2005
- Table 13 - Total SMS sent in Denmark - 2003 - 2005
- Table 14 - Service provider % of SMS messages sent in Denmark - 2004 - 2005
- Table 15 - Features of Premium SMS market in Denmark
- Table 16 - Premium SMS market overview in Denmark - 2005
- Table 17 - Total MMS sent in Denmark - 2003 - 2005
- Table 18 - Service provider percentage of MMS messages sent in Denmark - 2004 - 2005
- Table 19 - GPRS/UMTS uploads/download share by operator in Denmark - 2004 - 2005
- Table 20 - GPRS subscribers in Denmark - 2002 - 2005
- Table 21 - SMS messages sent and market value in Finland - 1999 - 2006
- Table 22 - TeliaSonera SMS messages sent in Finland - 2002 - 2005
- Table 23 - Features of Premium SMS market in Finland
- Table 24 - Premium SMS market overview in Finland - 2005
- Table 25 - MMS messages sent in Finland - 2005 - 2006
- Table 26 - Subscriber monthly consumption of applications & annual change in France - June 2006
- Table 27 - SMS traffic volume (national) in France - 2004 - 2006
- Table 28 - SMS messages / month / user in France - 2004 - 2006
- Table 29 - SMS and MMS traffic volume change in France - 2005 - 2006
- Table 30 - Premium SMS market overview in France - 2005
- Table 31 - Mobile multimedia base and growth in France - 2004 - 2006
- Table 32 - Annual SMS traffic in Germany - 1998 - 2004
- Table 33 - Subscriber monthly consumption of applications in Germany - June 2006
- Table 34 - Annual MMS traffic in Germany - 2002 - 2004
- Table 35 - E-Plus i-Mode subscribers - 2002 - 2005
- Table 36 - Vodafone live! customers - 2002 - 2006
- Table 37 - Total SMS traffic in Iceland - 2000 - 2005
- Table 38 - Mobile voice traffic SMS traffic in Iceland - 2000 - 2005
- Table 39 - SMS messages sent in Ireland - 2000 - 2006
- Table 40 - MMS messages sent in Ireland - 2005 - 2006
- Table 41 - Regular SMS users and annual change in Italy - 2000 - 2005
- Table 42 - Vodafone data as proportion of revenue - 2005 - 2006
- Table 43 - Vodafone live! customers (Italy) - 2002 - 2006
- Table 44 - SMS messages in Malta - 2005 - 2006
- Table 45 - MMS messages in Malta - 2005 - 2006
- Table 46 - KPN's i-Mode subscribers - 2002 - 2005
- Table 47 - Annual SMS sent in Norway - 1999 - 2005
- Table 48 - Premium SMS market overview in Norway
- Table 49 - NetCom SMS messages - 2002 - 2005
- Table 50 - Telenor SMS / MMS messages - 2003 - 2005
- Table 51 - Premium SMS market overview in Norway - 2005
- Table 52 - Annual MMS sent and annual change in Norway - 2004 - 2005
- Table 53 - SMS, quarterly and annual changes in Portugal - 2004 - 2006
- Table 54 - WAP traffic in Portugal - 2002 - 2003
- Table 55 - WAP revenue in Spain - 2005 - 2006
- Table 56 - GPRS revenue in Spain - 2005 - 2006
- Table 57 - Mobile data services - active GSM and UMTS subscribers in Sweden - 2002 - 2005
- Table 58 - Annual and monthly SMS volumes in Sweden - 1999 - 2005
- Table 59 - Telia Mobile SMS sent - 2002 - 2005
- Table 60 - Mobile data traffic volume (Gb) & average use / month (Mb) in Sweden - 2003 - 2005
- Table 61 - Premium SMS market and portals launch dates overview in Sweden - 2005
- Table 62 - Premium SMS market overview in Sweden - 2003 - 2005
- Table 63 - Swisscom Mobile annual and monthly SMS traffic - 1999 - 2005
- Table 64 - SMS and premium SMS traffic in Switzerland - 1998 - 2004
- Table 65 - MMS and premium MMS traffic in Switzerland - 2003 - 2004
- Table 66 - WAP accesses and data traffic in Switzerland - 2003 - 2004
- Table 67 - Mobile retail revenue by operator - calls and charges in the UK - 2005 - 2006
- Table 68 - Mobile call volume by operator in the UK - 2005 - 2006
- Table 69 - Total and average text messages sent in the UK - 1999 - 2006
- Table 70 - Mobile retail revenue by operator - SMS and MMS in the UK - 2005 - 2006
- Table 71 - Average text messages sent daily in the UK - 2003 - 2006
- Table 72 - UK mobile subscriber consumption of applications - Q4 2005
- Table 73 - Subscriber monthly consumption of applications and annual change in the UK - June 2006
- Table 74 - Average SMS revenues in the UK - 2001 - 2005
- Table 75 - Volume of SMS and MMS by operator in the UK - 2005 - 2006
- Table 76 - Average monthly MMS use in the UK - 2003 - 2005
- Table 77 - Total and average mobile Internet page impressions in the UK - 2002 - 2005
- Table 78 - WAP page impressions per month in the UK - 2002 - 2005
- Table 79 - Vodafone live! Customers - 2005 - 2006