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Smartphones & Sat Navs
£1750

Content
  • Introduction
  • Report SummaryToggle
    • SmartphonesToggle
      • A category with impetus and momentum
      • Take-up low among older consumers
      • Acquisition a high priority for 2011
    • Personal navigation devicesToggle
      • A category under threat
      • High-spec models should find favour
      • Dramatic change on the cards
  • Drivers of ChangeToggle
    • Innovation proving irresistible to the wired generation
    • Technology is ‘must have’ these days
    • Momentum spurred on by strong word-of-mouth recommendation
    • Questionable affordability in 2011
    • Spending indicators weak but technology likely to be a priority
    • Inflation eating into disposable income as wage rises remain low
    • Rising unemployment suggests consumers’ fears are well-founded
    • High and rising youth unemployment both a benefit and a barrier
    • Population growing but profile changing
    • Increased household numbers driving volume sales
    • Increased use of social media linked to handheld devices
    • Always-on connectivity
    • Essential to reach opinion formers in the wired world
  • Smartphones – Drivers and TrendsToggle
    • Smartphones making a big impression on mobile users
    • Smartphones taking mobile telephony to the next level
    • Contract ownership the preferred option
    • Shorter term contracts encourage upgrading
    • Mobile broadband speeds improving
    • Apps helping to drive interest
    • Costs likely to fall in 2011
    • Further developments in 2011
  • Smartphones – Consumer InsightToggle
    • Dynamic category
    • Key ownership and purchasing characteristics
    • Apple iPhone has the greatest brand reach
    • Contract sellers have greatest market reach
    • Strong acquisition activity in 2011
    • 3G connectivity not all that it might be
  • Personal Navigation Devices – Drivers and TrendsToggle
    • Death of the atlas
    • Increased functionality
    • Navigation devices for other road users
    • On-board devices an expensive optional extra on new cars
    • Monetisation opportunities
    • Severe threat from smartphones
  • Personal Navigation Devices – Consumer InsightToggle
    • Market to stagnate in 2011
    • Key ownership and purchasing characteristics
    • Tom Tom and Garmin have dominant brand reach
    • Specialists doing well in a fragmented market
    • Very low acquisition activity expected in 2011
  • Retail DirectionToggle
    • SmartphonesToggle
      • Market reach insight
      • Mobile phone retailers – brand direction
    • Personal navigation devicesToggle
      • Market reach insight
      • Personal navigation devices – brand direction
  • Impact of InnovationToggle
    • Walk out working rules
    • Early mover advantage
    • GPS apps from Amazon
    • Exclusivity attracts attention
    • Supermarkets looking to build share
  • Insight and OpportunitiesToggle
    • Emphasis in 2011 is on increasing smartphone ownership
    • Networks and specialists dominate sales of smartphones via contracts
    • Exploiting existing subscriber relationships
    • Serious PND users will continue to seek out specialists
    • Budget PNDs being replaced by navigation apps for smartphones
  • DownloadsToggle
    • Questionnaire
    • Report PDF
    • Datasheet
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