Subscribers in Italy will reach the mark of 96.8 mln in 2010Italy has one of Europe’s most lively mobile markets, supported by a large population keen to try new services. Italy has the third highest penetration rate in the world with a 100% penetration rate in the 15 to 54 age range. With little room for growth in terms of subscriber numbers, competition between operators turns to pricing strategies which will cause ARPU to fall by 3.4% year on year from $34.7pcm in 2005 to $32.4pcm in 2007. Rising ARPU from data services and the ability of operators to distinguish themselves via data services remains the best opportunity for operators to stem falling ARPU.The market is dominated by three operators, while a fourth, 3 Italia, has struggled to make a profit or significantly expand its customer base. All four providers operate 3G networks, while investments in network upgrades have provided rich opportunities for mobile data use among consumers.
Notable highlights of Italy Mobile Forecast include:
- Wireless penetration levels in Italy will increase from our projected 156.4% in 2008 to our forecasted 163.4% (previously 165.3%) in 2010.
- Total subscribers in Italy to increase from 92.5 million in 2008 to 96.8 million in 2010.
- In 2010, market shares (by subscribers) of the four major operators in Italy will be 40.1%, 32.7%, 16.7% and 9.8% for TIM, OPI Vodafone, Wind, and 3 (Hutchison) respectively.
