Abstract
Regulatory intervention has meant that competition in Spain' s mobile market has increased over 2006. The new entrants will aim to entice subscribers to churn with their competitively priced offerings. In response, the established MNOs have all employed defensive strategies to hold on to and maximise revenues from their existing subscribers. This report examines the strategies and positioning of these different players and provides an overview of the trends in the Spanish mobile market.
Table of Contents
Key messages
Ovum view
Market overview: mature and saturated
- More growth to come
- Competition will continue to increase
- Further price declines in basic mobile services to come
- 3G connections gaining momentum
- Established MNOs focusing on postpaid
- FMC is still in its infancy
- FMS is fuelled by discounted on-net rates
Operator positioning
- Spain is Telefonica' s home market
- Vodafone Spain outperforms Germany, Italy and the UK
- France Telecom' s compact portfolio places reliance on Spain
- Yoigo must differentiate itself
Established MNOs' strategies
- Holding onto their high-value subscribers
- Encouraging usage
- MNOs want to offer total telecoms services
- Reducing costs across both fixed and mobile
New entrant strategies
Table of figures
- Figure 1: Mobile penetration rates for Spain and Western European average, 2006- 11
- Figure 2: Decrease in mobile voice prices in Spain, 1Q01- 1Q07
- Figure 3: 3G connections in Italy, the UK, Germany, Spain and France, 3Q07
- Figure 4: Postpaid and prepaid connections in Spain, 1Q00- 1Q07
- Figure 5: Spanish MNO positioning in 3Q07
- Figure 6: WCDMA net additions for Spanish MNOs, 3Q05- 3Q07
- Figure 7: Mobile data revenues as a percentage of service revenues for Spanish operators, 1Q04- 2Q07
