3G to 184 million subscribers by 2010

February 23, 2006

Research and Markets has announced the addition of The Rise of 3G in Europe - Case Study: Ireland to their offering.

In Western Europe critical mass (i.e., 20 percent of the installed base owning 3G phones) will occur at the end of 2007, whereas mass market (i.e., the 50-percent mark) will not happen until 2010. With comparatively more dynamic and competitive markets, countries such as the UK, Sweden, and Italy will equal or pass this mark by 2009.

Through aggressive pricing strategies 3 has captured 74% of the European 3G market.

We predict that 3G will reach mass market in 2010. Subscribers of 3G will grow from 9.6 million in March 2005 to 184 million by 2010.

In total across Ireland, Comreg has awarded four 3G licences to Vodafone, 3, O2 and Smart Telecom. The main 3G services on offer include video calling, high speed picture messaging, location based services, mobile TV, high speed downloads, email and high speed internet access.

According to us mobile operators must increase their share of non-SMS data revenues to recoup heavy investments in 3G.

Mobile operators will thus have increasing difficulty relying on SMS as a cash cow, while the 3G market matures. They must instead look at other messaging and premium data services.