BARCELONA, Spain, Feb. 15 /PRNewswire-FirstCall/ -- Mobile World Congress
(MWC) -- The first major survey of European and U.S. mobile users conducted
during the economic slump gives the telecom industry reasons to be optimistic.
Consumers intend to dramatically increase use of mobile data services over the
next two years -- with a significant ramp-up in the next 12 months.
The Tellabs-commissioned survey shows that up to 71% of consumers
anticipate daily use of services such as mobile Internet. Yet mobile users
continue to raise concerns about cost, speed and quality of service.
The research(1), conducted in the five larger Western European countries
and the United States by The Nielsen Company for Tellabs, analysed 10 mobile
data services. It reveals that more than half of the approximately 200 million
mobile data users in those countries expect to increase use in the next two
years.
"More significantly, according to the research more than a quarter of the
millions of consumers who do not use mobile data services today intend to
start using them shortly," said Jesse Goranson, senior vice president of
Mobile Media, The Nielsen Company. "By delving deeper into consumer intent,
the Tellabs survey comes just in time as the industry debates demand for
services and capital requirements at MWC."
U.S. Europe
Current users -- For the surveyed data services,
average intended usage increase over the next
24 months was: 58% 55%
Non-users -- For the surveyed data services,
average intended usage over the next 24 months was: 27% 28%
In the surveyed countries alone, operators can expect more network traffic
from around 175 million consumers for services such as mobile Internet, E-
mail, photo uploading and Multimedia Messaging (MMS). Mobile data is clearly
here to stay, offering operators a multi-million dollar opportunity.
Mobile data has become a consumer necessity
"Mobile data services are not a luxury, but a necessity that consumers
plan to purchase despite economic conditions," said Pat Dolan, vice president,
Europe, Middle East and Africa, Tellabs. "By planning urgent and strategic
network upgrades, operators can quickly and cost-efficiently address users'
issues and meet increasing demands on networks."
The detailed breakdown of the top five services that non-users intend to
start using shows that anticipated demand is not evenly split. U.S. consumers
will drive more new mobile Internet use than Europeans: Around half of U.S.
non-users of the mobile Internet intend to use it in the next two years,
compared with a third of non-users in Europe.
Top Five Services U.S. Europe
Mobile Internet 49% 34%
MMS 38% 39%
Uploading photos 34% 27%
Software/app download 30% 30%
E-mail 28% 32%
Breakdown of intended use in the next two years amongst non-users
In the European countries close to 40% of non-users also expect to start
using MMS. Italy tends to be the leading adopter across all services, while
Germany shows comparatively low adoption rates.
Survey points to issues to be addressed
Consumers also highlighted the greatest issues operators need to address:
cost (too expensive or unclear), speed, quality and reliability.
Pressure on networks will be compounded as 41% of European and 71% U.S.
respondents anticipate daily use of mobile Internet services. Mobile e-mail is
on a similar growth trajectory, as it is increasingly available through a
range of mobile devices.
The sustained increase in high-bandwidth applications and corresponding
data traffic will create significant challenges for mobile operators looking
to maintain profitability. Since most of the growth is expected within the
next 12 months, this issue demands immediate attention.
"In Tellabs' experience, timely, strategic changes to mobile operators'
networks will enable them to reduce costs, increase speed of services and
improve quality and reliability," said Dolan.
Operators that address these challenges early will take advantage of the
increasing demand, while enhancing margins.
About The Nielsen Company -- The Nielsen Company is a global information
and media company with leading market positions in marketing and consumer
information, television and other media measurement, online intelligence,
mobile measurement, trade shows and business publications. The privately held
company is active in more than 100 countries, with headquarters in New York,
USA. http://www.nielsen.com
Nielsen Online, a service of The Nielsen Company, delivers comprehensive,
independent measurement and analysis of online audiences, advertising, video,
consumer-generated media, word of mouth, commerce and consumer behavior. With
high quality, technology-driven products and services, Nielsen Online enables
clients to make informed business decisions regarding their Internet, digital
and marketing strategies. http://www.nielsen-online.com and
http://www.nielsen-online.com/blog.
About Tellabs -- Tellabs advances telecommunications networks to meet the
evolving needs of users. Solutions from Tellabs enable service providers to
deliver high-quality voice, video and data services over wireline and wireless
networks around the world. Tellabs (Nasdaq: TLAB) is part of the NASDAQ Global
Select Market, Ocean Tomo 300(TM) Patent Index, the S&P 500 and several
corporate responsibility indexes including FTSE4Good and eight KLD indexes.
http://www.tellabs.com
Tellabs and Tellabs logo are registered U.S. trademarks of Tellabs
Operations, Inc. in the United States and/or in other countries. Any other
company or product names mentioned herein may be trademarks of their
respective companies.
(1) About the mobile data services research project: The insights in this
release were gathered from more than 50,000 mobile users in the UK, France,
Italy, Germany, Spain and the United States, who completed an online, self-
administered survey in November 2008. The figures given in this release are
estimates of the market based upon this research program. It was administered
by The Nielsen Company and commissioned by Tellabs. Potential respondents were
drawn at random. Survey results were projected to each country's population
via a weighting methodology that leveraged accepted demographic, regional,
education, income and operator-share benchmarks.
The scope of the research project was to investigate the future intent of
current users and non-users of 10 mobile data services. The series of services
includes: mobile email, MMS, music downloads, mobile video, LBS/GPS, mobile
Internet, uploading photos, game downloads, software/application downloads and
mobile commerce. The resulting insights into consumers' behaviors are set
against a quarterly benchmark of mobile data services penetration estimates,
as published by Nielsen on a quarterly basis in Europe since Q1 2007 and in
the United States since 2003.
