Abstract
With close to 85% of U.S. consumers subscribing to mobile phone service as of 2007, the market has become a $139 billion industry. Yet despite these milestones, the mobile phone industry is highly competitive, and faces challenges in maintaining its current rate of growth.
Specifically, this report discusses:
- How effective strategies in selling additional services, such as data and content, to consumers can increase revenue and provide opportunities for growth in the market
- How industry players can remain competitive and grow revenues and market share
- Drawing on proprietary survey research, Mintel examines consumer purchase motivations and behavior as well as perceptions of various brands and products
- In what ways target audiences use mobile phones in different ways and what plans and features are most likely to appeal to them
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