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Top 10 Mobile Operators for Western EuropeBusiness Monitor International - 1/7/2009 - 62 Pages - ID: BMI2299487 | | Publisher Purchase Options |  | Online Download | $495.00 | Add to cart  |
Abstract | Table
of Contents
The Top 10 Mobile Operators In Western Europe-Where Will Further Growth Come From?BMI’s look at the top 10 mobile operators in WesternEurope throws up very few surprises. The list, basedon subscriber data for the third quarter of 2008, isboth headed and ended by operators in Germany. It isalso dominated by the mobile operations of fixed-lineincumbents, although the operator with the most appearanceson the list, UK-based Vodafone, has been,until recently, a mobile-only operator.
All figures relateto Q308 unless otherwise specified.The 10 largest mobile operators come from only fivedifferent countries in Western Europe, despite 59 mobilenetwork operators offering services across the 16 countriesanalysed by BMI. All markets in Western Europe,with the exception of France, have penetration ratesover 100%, with Greece leading the group, although,of the markets analysed in this report, Italy has thehighest rate, at 143% penetration. The large number ofsubscribers is a reflection of the larger populations ofGermany, France, Spain, Italy and the UK but is alsoan indication of the strong competition that there is inthese markets. These five markets are also among thetop six in BMI’s Business Environment Rankings. Theirhigh rankings reflect the maturity of these markets aswell as the opportunities for investors with high ARPUsand stable economies enabling operators to record highrevenues.With the exception of the UK, the leading operator inall these countries is the mobile unit of the incumbentoperator.
In the case of O2 UK, the operator was previouslya unit of incumbent British Telecom, but latersold to Spanish fixed-line incumbent Telefónica, whichadopted the O2 brand across its European operations. Theoperator’s hold on the mobile market has been seriouslychallenged by Vodafone, and the two have battled it outfor supremacy. At the end of Q308, O2 was the winner.The opposite was true in the same quarter of 2007.
There are several trends that can be observed across the10 operators. With prepaid services making up a largeproportion of mobile markets in many cases, there is acontinuing focus on encouraging migration to postpaidtariffs. This has seen a number of strategies implemented,including longer contract terms to discourage churn andnew bundles of services as incentives to subscribe.
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