et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The Spanish market
Figure 1.16: Spanish Operator Shares for Total Mobile and Smartphone Users
al Mobile Mark
100%
Glob
90% 19.3%
16.3%
80%
70%
36.2%
Orange
60% 46.9%
Movistar
50%
Vodafone
40%
30%
other
44.8%
20% 30.3%
10%
0%
3.5% 2.8%
Total Smart
Source: M:Metrics
Movistar leads the Spanish mobile user market with a 46.9% share followed by Vodafone
with a 30.3% share. However this situation is reversed in the smartphone user market with
Vodafone, with a number of smartphone brands such as the Blackberry Storm and the
Sony Ericsson Xperia X-1. Due to this, Vodafone have a share of 44.8% of the smartphone
user market while Movistar have 36.2%.
The Italian market
Figure 1.17: Italian Operator Shares for Total Mobile and Smartphone Users
100%
90% 18.8%
14.3%
80%
70%
Wind
60%
43.4%
39.8%
TIM
50%
3
40% Vodafone
9.7% 12.3%
30% other
20%
30.5%
29.4%
10%
0%
1.2% 0.6%
Total Smart
Source: M:Metrics
Between total and smartphone markets, Italian operators illustrate the least variance
in terms of comparative market share. However the market leader, TIM, does show an
increase in share from 39.8% of the total mobile market to 43.4% of the smartphone user
market. A number of smartphones have been launched exclusively through TIM (such as
the Samsung C6620 and the Blackberry Pearl).
Vodafone holds the second largest share in both total and smartphone markets (30.5%
and 29.4% respectively) and is followed by Wind with the 3rd highest share in both
segments (18.8% of total and 14.3% of smart).
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