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市場調查報告書
歐洲的新興行動服務：2006年版
New Mobile Services - Europe 2006
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歐洲的新興行動服務：2006年版 是由出版商Portio Research Limited在2006年06月所出版的。
這份英文市場調查報告書價格從美金4695起跳。
專門於行動、寬頻及企業網路相關市場調查的英國調查公司 Portio Research Limited （總公司：英國 威爾特郡），調查與分析歐洲的新興行動服務，並有系統地出版綜合報告書 "New Mobile Services - Europe 2006"。
此報告書在下面的內容裡，主要以歐洲10國750人的行動消費者為對象進行調查，並且根據其結果分析各種行動服務的消費者意識及各國動向。
摘要
說明
新興行動服務：現在及未來
- SMS
- MMS
- 來電鈴聲、標誌、壁紙的下載
- 行動入口
- 行動TV
- 行動影像對話
- 行動電子郵件
- 行動即時訊息
- 行動音樂
- 成人內容
- 行動遊戲
- 定位服務
- LBS（位置情報服務）
- 行動廣告
- 新服務的購買重點
- 替換網絡營運商的傾向
新興行動服務：各國分析
- 丹麥
- 法國
- 德國
- 義大利
- 荷蘭
- 波蘭
- 俄羅斯
- 西班牙
- 瑞典
- 英國
新興行動服務：目標區分
結論及建言
圖表
Abstract
It would seem mobile TV is not the only service tipped for big success in the
European market. Our survey results explored the demand for mobile music and
music videos and the results are impressive. Demand for music among the youth
sector is very high, as many might expect, but our survey additionally
explores the prices subscribers might be prepared to pay and we reveal the
potential this multi-billion Euro market holds.
This report will tell you how many European consumers are, in our opinion,
interested in buying music downloads using their mobile phone and how much
they have said they are prepared to pay. The combination of the market
potential for mobile TV and the youth sector demand for mobile music reveals
excellent potential for MTV and other providers of music video services.
Study coverage:
- Detailed survey of 750 mobile consumers across 10 European countries
- Understand consumer attitudes towards mobile TV, video calling, mobile
music, mobile email, MMS, mobile advertising, adult content and much more
- Covers Denmark, France, Germany, Italy, the Netherlands, Poland, Russia,
Spain, Sweden and the UK
- Explore current trends in voice and SMS and MMS usage, and penetration of
advanced services
- Learn how many European consumers are interested in mobile TV and how much
they are prepared to pay
- Analyse differences in age, gender, tariff, income and country of residence
- Discover which services are surprisingly popular, and which are set to
remain a niche
- Understand the potential of these new services in the European market
Table of Contents
Executive Summary
Introduction
- Purpose of the Study
- Research Methodology
New Mobile Services - Present and Future
- SMS
- MMS
- Downloading Ringtones, Logos and Wallpapers
- Mobile Portals
- Mobile TV
- Mobile Video Calling
- Mobile E-mail
- Mobile Instant Messaging
- Mobile Music
- Adult Content
- Mobile Games
- Location-based Services
- Mobile Advertising
- Likely Purchase Point of New Services
- Likelihood of Switching Network Operator for New Services
New Mobile Services - Country Snapshots
- Denmark
- France
- Germany
- Italy
- The Netherlands
- Poland
- Russia
- Spain
- Sweden
- UK
New Mobile Services - Target Segments
- Teens Lead the Pack
- Battle of the Sexes
- Post-paid v/s Pre-paid
Conclusions and Recommendations
List of Figures
- Figure 1: Percentage of Respondents Sending 2-10 SMS per day
- Figure 2: MMS - Percentage of Respondents Using the Service
- Figure 3: Likelihood of Future Adoption of MMS
- Figure 4: MMS - Profile of Potential Users based on Age
- Figure 5: MMS - Profile of Potential Users based on Gender
- Figure 6: MMS - Profile of Potential Users based on Tariff Plan
- Figure 7: Ringtones, Logos & Wallpapers - Percentage of Respondents
Using the Service
- Figure 8: Ringtones, Logos & Wallpapers - Average Monthly Spend of
Current Users
- Figure 9: Ringtones, Logos & Wallpapers - Likelihood of Future Adoption
- Figure 10: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Age
- Figure 11: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Gender
- Figure 12: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Tariff Plan
- Figure 13: Mobile Portals - Percentage of Respondents Using the Service
- Figure 14: Mobile Portals - Likelihood of Future Adoption
- Figure 15: Mobile Portals - Profile Of Potential Users Based On Age
- Figure 16: Mobile Portals - Profile of Potential Users based on Gender
- Figure 17: Mobile Portals - Profile Of Potential Users Based On Tariff
Plan
- Figure 18: Mobile TV - Percentage of Respondents Using the Service
- Figure 19: Mobile TV - Likelihood of Future Adoption
- Figure 20: Mobile TV - Average Price Potential Users are Willing to Pay
- Figure 21: Mobile TV - Profile of Potential Users based on Age
- Figure 22: Mobile TV - Profiles of Potential Users based on Gender
- Figure 23: Mobile TV - Profile of Potential Users based on Tariff Plan
- Figure 24: Mobile Video Calling - Percentage of Respondents Using the
Service
- Figure 25: Mobile Video Calling - Likelihood of Future Adoption
- Figure 26: Mobile Video Calling - Average Price Potential Users are
Willing to Pay
- Figure 27: Mobile Video Calling - Profiles of Potential Users based on Age
- Figure 28: Mobile Video Calling - Profiles of Potential Users based on
Gender
- Figure 29: Mobile Video Calling - Profiles of Potential Users based on
Tariff Plan
- Figure 30: Mobile E-mail - Percentage of Respondents Using the Service
- Figure 31: Mobile E-mail - Likelihood of Future Adoption
- Figure 32: Mobile E-mail - Average Price Potential Users are Willing to
Pay
- Figure 33: Mobile E-mail - Profiles of Potential Users based on Age
- Figure 34: Mobile E-mail - Profile of Potential Users based on Gender
- Figure 35: Mobile E-mail - Profiles of Potential Users based on Tariff
Plan
- Figure 36: Mobile IM - Percentage of Respondents Using the Service
- Figure 37: Mobile IM - Likelihood Of Future Adoption
- Figure 38: Mobile IM - Percentage Of Users Willing To Pay EUR 10 For An
AYE Package
- Figure 39: Mobile IM - Profile of Potential Users based on Age
- Figure 40: Mobile IM - Profile of Potential Users based on Gender
- Figure 41: Mobile IM - Profile of Potential Users based on Tariff Plan
- Figure 42: Mobile Music - Percentage of Respondents Using the Service
- Figure 43: Mobile Music - Likelihood Of Future Adoption
- Figure 44: Mobile Music - Average Price that Potential Users are Willing
to Pay
- Figure 45: Mobile Music - Profiles of Potential Users based on Age
- Figure 46: Mobile Music - Profiles of Potential Users based on Gender
- Figure 47: Mobile Music - Profile of Potential Users based on Tariff Plan
- Figure 48: Adult Content - Likelihood of Success
- Figure 49: Adult content - View on Likelihood of Success (Age)
- Figure 50: Adult Content - View on Likelihood of Success (Gender and
Tariff plan)
- Figure 51: Mobile Games: Percentage of Respondents Paying for the Service
- Figure 52: Online Games - Potential Users
- Figure 53: Paid Downloadable Games - Likelihood of Future Adoption
- Figure 54: Downloadable Games - Profile of Potential Users based on Age
- Figure 55: Downloadable Games - Profile of Potential Users based on Gender
- Figure 56: Downloadable Games - Profile of Potential Users based on
Tariff Plan
- Figure 57: Location-based Services - Likelihood of Future Adoption
- Figure 58: Location-based Services - Profile of Potential Users based on
Age
- Figure 59: Location-based Services - Profile of Potential Users based on
Gender & Tariff Plan
- Figure 60: Mobile Advertisements - Tolerance Levels
- Figure 61: Mobile Advertisements - Tolerance Levels based on Age
- Figure 62: Mobile Advertisements - Tolerance Levels based on Gender and
Tariff Plan
- Figure 63: Likely Purchase Points of New Services
- Figure 64: Preferred Point of Purchase for Mobile Services - Age
- Figure 65: Preferred Point of Purchase for Mobile Services - Gender and
Tariff Plan
- Figure 66: Likelihood of Switching Network Operator for New Services
- Figure 67: Likelihood of Switching Network Operator for New Services - Age
- Figure 68: Likelihood of Switching Network Operator for New Services -
Gender & Tariff Plan
- Figure 69: Age - Percentage of Non-users Saying Yes to Future Uptake
- Figure 70: Age - Average Likelihood Score of Non-users Saying Yes to
Future Uptake
- Figure 71: Gender - Current Uptake of New Services
- Figure 72: Gender - Percentage Of Non Users Saying Yes To Future Uptake
- Figure 73: Gender - Average Likelihood Score of Non-users Saying Yes to
Future Uptake
List of Tables
- Table 1: SMS - Profile of Current Users across Europe
- Table 2: Preferences of Potential Users for Type of Mobile TV Content
- Table 3: Forecast Worldwide Mobile Subscriber Growth, 2002-2011 (in
Millions)
- Table 4: Forecast European Mobile Subscriber Growth, 2002-2011 (in
Millions)
Appendices
Survey Findings
- Europe
- Denmark
- France
- Germany
- Italy
- Netherlands
- Poland
- Russia
- Spain
- Sweden
- United Kingdom (UK)
Profile of Respondents
Research Methodology
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