美國行動電話服務市場

Abstract

At a projected $150 billion in 2007, the mobile phone service industry is one of the largest sectors in the U.S. economy, characterized by intense competition and ever-changing consumer preferences. Service providers are at a pivotal strategic juncture, striving to differentiate brands in the face of commoditization and slowing subscriber growth.

This report clearly identifies the principal external factors affecting the mobile phone services market. Mintel' s exclusive consumer research shows the attitudes, needs and behavior of your customers.

Topics explored include:

• Consumer segments generating the most new subscribers
• How brands are differentiating themselves in television advertising
• Additional data services that appeal most to consumers
• Reasons why consumers change carriers, and which consumers are the least likely to change

For the purposes of this report, a mobile phone service provider is defined as a company that provides the radio frequencies and access necessary to conduct voice and data communications.

Table of Contents

• Scope and Themes
• What you need to know
• Data for this report
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• The biggest gains in penetration are in lower-income and middle-aged subscribers
• Data revenues maintain ARPUs and lay the groundwork for future differentiation
• Data sales to drive industry as voice sales decline
• Verizon poised to overtake AT&T as service revenue leader
• Subscriber bases of major providers show similar demographic compositions but a definite skew
• Brand market tries to differentiate but speaks to the same audience
• Income, age, and race/ethnicity determine cell phone usage habits
• More customers happy than not
• Service providers face new challenges in shifting industry dynamics
• Market Drivers
• Subscriber growth led by middle-aged and lower-income subscribers
  • Figure 1: Growth of U.S. mobile subscribers, 2001-07
  • Figure 2: Estimated share of new subscribers, by household income, 2005-07
  • Figure 3: Estimated share of new subscribers, by age, 2005-07
  • Figure 4: Estimated share of new subscribers, by race/ethnicity, 2005-07
• Voice revenues face commoditization
  • Figure 5: U.S. mobile subscriber base and voice revenues per subscriber, 2002-07
• Data saves the day
  • Figure 6: Mobile data revenues as a percentage of total service revenues for top service providers, 2006-07
  • Figure 7: Usage of mobile data services, August 2007
• Low income subs drive prepaid
  • Figure 8: Cell phone ownership and types of service plans, by household income, May 2006-Jun 2007
  • Figure 9: Prepaid subscriptions and monthly churn rates at the Top Five mobile service providers, 2005-06
• Market Size and Trends
  • Figure 10: Total U.S. sales of mobile phone services, at current and constant prices, 2002-07
  • Figure 11: Average revenue per mobile subscriber, by segment, 2002-07
• Market Segmentation
• Overview
  • Figure 12: Sales of mobile phone services, segmented by type, 2005 and 2007
• Mobile voice services
  • Figure 13: Sales of mobile voice services, at current and constant prices, 2002-07
• Mobile data services
  • Figure 14: Sales of mobile data services, at current and constant prices, 2002-07
• Supply Structure
• Companies and brands
  • Figure 15: Service revenues of mobile service providers in the U.S., 2004 and 2006
  • Figure 16: Graph: Service revenues of mobile service providers in the U.S., 2006
• Subscriber statistics
  • Figure 17: Subscriber statistics for major mobile service providers, 2006
• Surveyed subscriber shares
  • Figure 18: Service providers subscribed to, by year, 2003, 2005, & 2007
• Subscriber shares by demographic
  • Figure 19: Graph: Service provider subscriber indicator, by age, May 2006-June 2007
  • Figure 20: Graph: Service provider subscriber indicator, by household income, May 2006-June 2007
  • Figure 21: Graph: Service provider subscriber indicator, by race/ethnicity, May 2006-June 2007
  • Figure 22: Graph: Service provider subscriber indicator, by geographic region, May 2006-June 2007
• Service provider profiles
• AT&T (Cingular)
• Unique offerings
• Verizon
• Unique offerings
• Sprint PCS (Nextel)
• Unique offerings
• T-Mobile (Deutsche Telekom)
• Unique offerings
• Alltel
• Unique offerings
• Mobile Virtual Network Operators (MVNOs)
• Advertising and Promotion
• Overview
  • Figure 23: Media expenditures of mobile service providers, 2004-06
• Cingular (AT&T)
  • Figure 24: Xtreme Clip: AT&T Unity Plan (January 2007)
  • Figure 25: Xtreme Clip: AT&T Unity Plan (September 2006)
• Verizon
  • Figure 26: Xtreme Clip: Verizon Family Share Plan (April 2007)
  • Figure 27: Xtreme Clip: Verizon In-Network (January 2007)
  • Figure 28: Xtreme Clip: Verizon In-Network (July 2007)
• Sprint (Nextel)
  • Figure 29: Xtreme Clip: Sprint (April 2007)
  • Figure 30: Xtreme Clip: Sprint (July 2007)
• T-Mobile
  • Figure 31: Xtreme Clip: T-Mobile myFaves (January 2007)
  • Figure 32: Xtreme Clip: T-Mobile NBA stars (April 2007)
  • Figure 33: Xtreme Clip: T-Mobile Jimmy' s HotSpot (June 2007)
  • Figure 34: Xtreme Clip: T-Mobile Family Plan (July 2007)
  • Figure 35: Xtreme Clip: T-Mobile Death March (December 2006)
• Alltel
  • Figure 36: Xtreme Clip: Alltel Nerds (February 2007)
  • Figure 37: Xtreme Clip: Alltel Family Choice (January 2007)
• Prepaid plans
  • Figure 38: Media expenditures of prepaid mobile service brands, 2004-06
• Go Phone (AT&T/Cingular)
  • Figure 39: Xtreme Clip: AT&T Go Phone (July 2007)
• Boost (Sprint)
  • Figure 40: Xtreme Clip: Boost (October 2006)
• Virgin Mobile
  • Figure 41: Xtreme Clip: Virgin Mobile (November 2006)
  • Figure 42: Xtreme Clip: Virgin Mobile (July 2007)
• Net10 (Tracfone)
  • Figure 43: Xtreme Clip: Net10 (May 2007)
• Retail Distribution
• Introduction
• Carrier retail stores
  • Figure 44: Media expenditures of retail stores owned by mobile service providers, 2004-06
• Electronics stores
  • Figure 45: Top ten consumer electroincs retailers*, 2005-06
• Internet sales
• InPhonic (Wirefly.com)
• Cell Phone Ownership and Types of Service Plans
• Summary of penetration and average spending
• Penetration
  • Figure 46: Cell phone ownership, by year, 2001, 2003, 2005 & 2007
  • Figure 47: Cell phone ownership and types of service plans, May 2006-June 2007
  • Figure 48: Cell phone ownership and types of service plans, by age, May 2006-June 2007
  • Figure 49: Cell phone ownership and types of service plans, by household income, May 2006-June 2007
  • Figure 50: Cell phone ownership and types of service plans, by number of persons in the household, May 2006-June 2007
  • Figure 51: Cell phone ownership and types of service plans, by age and marital status, May 2006-June 2007
• Average spend per month on cellular/wireless phone bill
  • Figure 52: Average amount paid on last cellular/wireless phone bill, by age, May 2006-Jun 2007
  • Figure 53: Average amount paid on last cellular/wireless phone bill, by household income, May 2006-Jun 2007
  • Figure 54: Average amount paid on last cellular/wireless phone bill, by type of plan, May 2006-Jun 2007
• Cell Phone Features Used
• Summary
• Availability and usage of features
  • Figure 55: Usage of cell phone features, May 2006-Jun 2007
  • Figure 56: Usage of cell phone features, by age, May 2006-June 2007
  • Figure 57: Usage of cell phone features, by household income, May 2006-Jun 2007
  • Figure 58: Usage of mobile data services, August 2007
  • Figure 59: Average media offerings purchased, by age, August 2007
  • Figure 60: Average media offerings purchased, by household income, August 2007
• Reasons a Mobile Service is Chosen
• Summary
• How providers are selected
  • Figure 61: Reasons a mobile service is chosen, August 2007
  • Figure 62: Reasons a mobile service is chosen, by age, August 2007
  • Figure 63: reasons a mobile service is chosen, by household income, August 2007
• Attitudes towards mobile voice plans and interest in switching
  • Figure 64: Attitudes towards mobile voice plans and interest in switching, August 2007
  • Figure 65: Reasons to switch services, August 2007
  • Figure 66: Reasons to switch services, by age, August 2007
• Attitudes Towards Mobile Service
• Summary
• Attitudes towards voice service
  • Figure 67: Attitudes towards mobile voice services, August 2007
  • Figure 68: Attitudes towards mobile voice services, by age, August 2007
• Attitudes towards data and media features
  • Figure 69: Attitudes towards mobile data and media features, August 2007
  • Figure 70: Attitudes towards mobile data and media features, by age, August 2007
  • Figure 71: Attitudes towards mobile data and media features, by household income, August 2007
• Attitudes toward mobile GPS and other travel services
  • Figure 72: Attitudes toward mobile GPS and other travel services, August 2007
  • Figure 73: Attitudes towards mobile GPS and other travel services, by age, August 2007
• Reasons Not to Have a Mobile Service Plan
• Summary
• Reasons for holding out
  • Figure 74: Reasons not to have a mobile service plan, August 2007
  • Figure 75: Reasons not to have a mobile service, by age, August 2007
  • Figure 76: Reasons not to have a mobile service, by household income, August 2007
• Penetration, Spend, Selection and Attitudes by Race/Ethnicity
• Summary
• Penetration and spend
  • Figure 77: Cell phone ownership and types of service plans, by race/ethnicity, May 2006-June 2007
  • Figure 78: Average amount paid on last cellular/wireless phone bill, by race/ethnicity, May 2006-Jun 2007
  • Figure 79: Usage of cell phone features, by race/ethnicity, May 2006-Jun 2007
  • Figure 80: Average media offerings purchased, by race/ethnicity, August 2007
• Selection of service provider
  • Figure 81: reasons a mobile service is chosen, by race/ethnicity, August 2007
  • Figure 82: Reasons to switch services, by race/ethnicity, August 2007
• Attitudes
  • Figure 83: Attitudes towards mobile voice service, by race/ethnicity, August 2007
  • Figure 84: Attitudes towards mobile data and media features, by race/ethnicity, August 2007
• Future and Forecast
• Future trends
• Slowing subscriber growth will shift focus to retention and ARPU
• Retaining ARPU on an aging population
  • Figure 85: Growth of the U.S. population, by age, 2002, 2007 & 2012
• Voice commoditization
• Customer service
• Media convergence
• Content differentiation
• GPS mobile services
• Mobile virtual network enablers (MVNEs)
• Handsets unlocked
• Internet-based mobile calls
• Wireless health risks
• Market forecast
• Mobile phone services
  • Figure 86: Forecast of total U.S. sales of mobile phone services, at current and constant prices, 2007-12
• Mobile phone voice services
  • Figure 87: Forecast of U.S. sales of mobile phone voice services, at current and constant prices, 2007-12
• Mobile phone data services
  • Figure 88: Forecast of U.S. sales of mobile phone data services, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations