WORLDWIDE MARKET RESEARCH REPORT - CISE

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EC/IST FP6 Project No 026920 Work Package: 6 Type of document: Report Date: 20.12.2007 File name: OP_WP6_D37_V1.0.doc Version: 1.0 Title: Worldwide Market Research Report 172 / 356 region, following increased ownership of a major Polish network operator, a move which would allow it to offer the T-Mobile brand in the Polish market. As mobile penetration in all five central countries is at or near saturation, operators are now looking to improve ARPU levels by migrating users to postpaid tariffs and 3G services. However 3G is not all it has shaped up to be, with Vodafone Czech Republic halting the rollout of its 3G network, believing the benefits do not justify the cost. In the Baltic region, mobile subscriber growth in all three countries, despite saturated markets, suggests multiple SIM card ownership. Numerous Mobile Virtual Network Operators (MVNO)s offer services in each country although so far they have made little impact due to the short time they have been offering services. Mobile data and content is also being sought to create new revenue growth opportunities. Third generation and HSDPA services are available in each country although widespread usage will be limited for the next two to three years when 3G-capable handsets become more widespread. Mobile content available includes streaming mobile TV and mobile music in partnership with record companies. SMS-based mobile commerce (m-commerce) services are available. Lithuania’s largest mobile operators has launched a mobile digital signature offering that is compatible with conventional Public Key Infrastructure products and has concluded agreements with certificate authorities to provide electronic certificate services. In the Balkans, strong growth has been recorded across most mobile markets, although low annual growth rates in Bosnia and Greece suggest saturated markets. 3G will become increasingly important in the near future as the focus shifts to mobile data and content usage. However widespread uptake will be challenged in the short/medium term by the lack of desirable mobile content, lack of awareness/familiarity with mobile content services and penetration of 3G-capable handsets. Commercial 3G services launched during 2006 were witnessed in Romania and Bulgaria, with HSDPA services launched in Romania, Bulgaria and Croatia. Romania’s third and fourth UMTS licences were awarded in October 2006, with an established CDMA operator and the country’s second largest cable operator emerging victorious. In CIS area, third generation mobile licences in Russia moved closer towards reality in October 2006 when the State Radio Frequency Commission announced it would offer an
EC/IST FP6 Project No 026920 Work Package: 6 Type of document: Report Date: 20.12.2007 File name: OP_WP6_D37_V1.0.doc Version: 1.0 Title: Worldwide Market Research Report 173 / 356 unspecified number of concessions in the frequency spectrum bands. Ukraine’s regulator released plans in April 2006 to award a second 3G licence by 2007. Mobile penetration levels in all four countries are still growing rapidly despite approaching maturity. Consequently the major Russian mobile operators have expanded internationally in search of new revenue growth opportunities. Despite attempts to expand into Asia, the Middle East and Eastern Europe, most success has been found within the CIS region. Figure 5-19 Mobile penetration in Europe and CIS As it regards the internet market, the entrance of the new member countries from the Eastern Europe (Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Slovakia, and Slovenia) in the EU, in May 2004, increased pressure to open markets to competition.
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WORLDWIDE MARKET RESEARCH REPORT - CISE

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