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Report for PhonepayPlus
UK Phone-paid services market:current conditions and future trends
December 2008 13434-424
13434-424
 
 13434-424
Contents
1
 
Executive summary 1
 
2
 
Introduction 3
 
3
 
Current market for phone-paid services 5
 
3.1
 
 Nearly 50% of consumers have made use of phone-paid services in the past six months 5
 
3.2
 
Mobile continues to grow in popularity compared to fixed for accessing phone-paidservices 15
 
3.3
 
Although the phone-paid services market is in decline, some service types, means of accessand payment mechanisms are faring better than others 23
 
4
 
Marketing and promotion of phone-paid services 24
 
4.1
 
Most consumers read advertising about phone-paid services, but only a minority of them believe this to be accurate and informative 24
 
4.2
 
Although stakeholders felt the current state of marketing was adequate, they recognised theimportance of price transparency in advertised content 30
 
4.3
 
There is room for improvement in the marketing of phone-paid services 35
 
5
 
Public perception of phone-paid services 36
 
5.1
 
More accurate pricing information could help to improve public trust, which is currentlylow in more than half of consumers 36
 
5.2
 
Bad publicity and price transparency were the two issues that most concerned stakeholdersin relation to trust and consumer harm 45
 
5.3
 
There is significant scope for improving levels of trust in phone-paid services 47
 
6
 
Size of the phone-paid services market in 2008 48
 
6.1
 
The market for phone-paid services has contracted by 15% between 2007 and 2008 48
 
6.2
 
The modelling methodology cross-referenced data from multiple sources 50
 
7
 
Trends in the market for 0871 services 51
 
7.1
 
Overview 51
 
7.2
 
Complex migration issues are affecting the 0871 market 53
 
7.3
 
Operators, NTS vendors, service providers and end users remain concerned aboutregulatory uncertainties 54
 
7.4
 
Stakeholders are concerned about the public perception of 0871 and related ranges 55
 
8
 
Predicted growth and penetration of new products and services 57
 
8.1
 
There is limited scope for innovation in fixed line services 57
 
8.2
 
Providers are exploring opportunities around interactive TV 57
 
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