Mobile Communications Services - US - August 2009

About this report

During the review period, the four leading national carriers faced increasing competition from prepaid offerings– in particular, unlimited calling plans with no annual contract requirement. Service providers are increasingly seeking ways to grow revenue from data plans; this appears to be the growth opportunity for the foreseeable future. Market participants are placing their bets on two competing 4G standards– WiMAX and LTE– and looking for ways to leverage the benefits of increased speed and data capabilities of these new network technologies. Faster mobile networks will create opportunities to replace home broadband with mobile broadband, and provide the ability to handle more complex content on a larger array of devices.

Analysis and insights include:

• Size and growth forecast for mobile services including voice and data segments
• Market drivers and competitive context
• Role of and growth of prepaid service plans, data plans and impact of the 4G rollout
• Innovation and innovators
• Leading companies in the market
• Ad spending and advertising strategies and/or themes (including web marketing) by brand
• Consumer opinions and behavior including data on ownership, usage, influencers of carrier choice, average spending, and interest in a range of mobile services and service plan types