Mobile voice revenue is set to decline by –20% between 2009 and 2015 in Europe, and messaging revenue will be flat over this period. As a result, European MNOs will look to non-messaging data services (both mobile broadband and handset-based data services) for revenue growth.
We forecast that spending on handset non-messaging data – or mobile content and applications (MCA) – will grow from EUR12 billion in 2009 to EUR25 billion in 2015 in Europe. Browsing and data access will account for most of the growth in the MCA market, thanks to the wide availability of large, inexpensive data bundles, increasing data capacity and speeds, and the improved smartphone browsing experience. Spending on this type of service will increase from EUR6 billion in 2009 to EUR14 billion in 2015. Within consumer applications, games, video, music and gambling services will generate growth as spending on handset personalisation declines.
This report provides a five-year forecast of revenue and adoption rates for four categories of MCA service, and eight service types within the consumer applications category (see Figure 1). Forecasts are provided for seven countries in Western Europe (France, Germany, Italy, the Netherlands, Spain, Sweden and the UK) and six countries in Central and Eastern Europe (Czech Republic, Hungary, Poland, Russia, Turkey and Ukraine), as well as for those two regions and Europe as a whole.
Figure 1: Classification of mobile services [Source: Analysys Mason, 2010]
Mobile content and applications in Europe: forecasts and analysis 2010–2015 answers your key questions:
- What is the scale of the market opportunity represented by mobile data services?
- What is the relative importance of alternative services for revenue generation, now and in the future?
- What are the requirements for competing effectively in the emerging market for mobile data services?
- What are the key high-level trends in this market?