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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The US market
Figure 1.14: US Operator Shares for Total Mobile and Smartphone Users
al Mobile Mark
100%
1.5%
Glob
1.8%
0.5%
2.0%
1.3%
90% 2.2%
4.0% 17.6%
80%
26.1% 13.0%
Boost Mobile Verizon
70%
T-Mobile
60%
18.1%
MetroPCS
12.2%
50%
Cricket Sprint
40%
14.7%
Virgin Mobile AT&T (Cingular)
30%
Tracfone Alltel Wireless
45.8%
20%
24.8% US Cellular other
10%
5.3%
0%
4.1% 2.0%
2.4%
Total Smart
Source: M:Metrics
Verizon holds the majority volume share of US mobile users with 26.1% followed by AT&T
with 24.8%. However when examining marketshare within the smartphone user base we
see that AT&T have nearly double their total market share to lead the smartphone market
(45.8%).
The UK market
Figure 1.15: UK Operator Shares for Total Mobile and Smartphone Users
100% 2.9%
0.5%
90%
6.2% 11.8%
8.0% 2.3% Tesco
80% 9.9%
11.4%
3
70%
16.1%
Virgin Mobile
60% 21.4%
50%
T-Mobile
24.4%
40%
Orange
21.4%
30%
Vodafone
20%
O2
26.4%
32.6%
10%
other
0%
2.2% 2.5%
Total Smart
Source: M:Metrics
O2 is the overall market leader in the UK with the largest share in terms mobile users
(26.4%). O2 also holds the highest share within the smartphone user base at 32.6% of
the market, bolstered by its exclusive distribution of Apple’s i-Phone. Vodafone and
Orange share second place with 21.4% share but Vodafone leads Orange in share of the
smartphone user base with 24.4% to Orange’s 16.1%.
24 25
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