Mobile Marketing: Achieving Competitive Advantage Through Wireless Technology

France

Overview

France is one ofthe largest mobile markets in Europe, around 40% ofthe market is prepaid, and it is currently dominated by three operators.

2004

Millions

Penetration

Mobile subscribers

45

73%

Fixed lines

Breakdown of Mobile Operators

Orange (http://www.orange.fr)

SFR (http://www.sfr.fr)

Bouygues Telecom (http://www.bouyguestelecom.fr)

Main shareholders

France Telecom (100%)

Vivendi Universal (56%), Vodafone (44%)

Bouygues (83%), E.on, BNP Paribas

2004 Market share (million users)

22

16

7

2004 Monthly ARPU ( )

35

37

47

Average Content Price (All Figures in )

Average price

Colour logos

2.5

Black and white logos

2.5

Monophonic ring tones

2.5

Polyphonic ring tones

2.5

Java games

5

Quizzes

0.5

Chat services

0.5

Mobile voting

0.5

Adult content

3

Adult chat

0.5

Premium SMS/MMS/browsing

Orange

SFR

Bouygues telecom

Premium SMS (PSMS)

Type of PSMS

Premium MO with mandatory MT, premium MT

Premium MO with mandatory MT, premium MT

Premium MO with mandatory MT, premium MT

End-user price inc. VAT ( )

MO 0.00 1.50, MT 0.15 0.50

MO 0.00 1.50

MO 0.00 1.50, MT 0.15 0.50

Number of digits allowed in shortcode

5

5

5

Premium browsing

Portal

Orange World

V-live!

i-mode

Launch date

November 2003

October 2003

November 2002

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