2. INTRODUCTION Began in mid 1980s 25 million subscibers 50% market penetration (Oftel) Economic benefits Increased quality of life?

3. PEST ANALYSIS POLITICAL Mobile phone transmitter stations Government intervention to ensure competition 3G license selloff

4. ECONOMIC Commitment to 3G Subsidised handsets on expected revenues Pay As You Go has lost money on some users Contract customers are 3 times more lucrative (FT source(!)) Cost of building network infrastructure, maintenance and upgrading to 3G Income from callers dialling mobiles from landlines

5. SOCIAL Estimated 2/3 of UK households run active mobile phones (Oftel) Creates many jobs in UK Text messages Social prerequisite Fashion accessory Cancer scares

6. TECHNOLOGY Implications of WAP Phones get smaller with more features High bandwidth with potential for video

7. 5 FORCES ANALYSIS Threat of new entrants Low because of infrastructure costs and broadcast license costs Large number of resellers but they are small and weak

8. Buyers Small buyers give networks power Government watchdog keeps prices reasonable Competition between networks Tariffs not easily comparable

9. Sellers Handsets Network equipment

10. Substitutes No close substitutes Pagers – not as effective Internet text messaging – Genie.co.uk

11. Competitive rivalry Hyper competitive market Mature market Regulation is essential 3G phones could create new sub- market