Summary

"Competing For Share Of Global Mobile Telecoms Industry Spend In 2010-2011" analyzes how industry suppliers' media spend, marketing and sales strategies & practices and business planning will be shaped in 2010 to 2011. In an uncertain economic climate this report gives you access to the media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges and sales tactics of leading suppliers to the telecoms industry. The report also identifies buyers and suppliers future growth, M&A and investment expectations. The research is based on an extensive survey of senior and C-level industry executives from our market leading panels.

Table of Contents

Chapter 1:  Executive Summary
Chapter 2:  Introduction
Heading:  Profile Of Survey Respondents
Chapter 3:  Industry Dynamics
Heading:  Revenue Growth Expectations In The Mobile Telecoms Industry
Heading:  Future Developments In Competitive Structure In The Industry
Heading:  Merger And Acquisition Activity Predictions
Chapter 4:  Mobile Telecoms Market Growth Outlook
Heading:  Regional Growth Forecasts In The Mobile Telecoms Industry By Country
Heading:  Market Growth Forecasts By Industry Sector
Chapter 5:  Threats And Opportunities For The Mobile Telecoms Industry
Heading:  Leading Business Concerns For The Period 2010-2011
Heading:  Key Actions To Overcome Business Threats: Cost Management
Heading:  Key Actions To Overcome Business Threats: Driving Sales
Heading:  Key Supplier Actions To Maintain And Win Buyer Business
Chapter 6:  Mobile Telecoms Industry Supplier Marketing Spend Activity
Heading:  Annual Marketing Budgets: Mobile Telecoms Industry Suppliers
Heading:  Planned Change In Marketing Expenditure Levels: Mobile Telecoms Industry Suppliers
Heading:  Future Investment By Media Channel: Mobile Telecoms Industry Suppliers
Heading:  Supplier's Future Investment In Marketing And Sales Technology
Chapter 7:  Marketing And Sales Behaviors And Strategies In 2010-2011
Heading:  Key Marketing Aims For 2010: Suppliers To The Industry
Heading:  How Suppliers Are Adapting Marketing Activities During The Economic Uncertainty
Heading:  Most Rated Uses Of New Media For Prospecting For Business: Suppliers To The Industry
Heading:  Critical Success Factors For Choosing A Marketing Agency: Suppliers To The Industry
Chapter 8:  Appendix

List of Tables
Table 1: Count Of Global Mobile Telecoms Industry Survey Respondents By Company Type (Number Of Respondents), 2010 Industry Survey
Table 2: Buyer Respondents By Job Role (% Buyer Respondents), Global Mobile Telecoms Industry, 2010
Table 3: Buyer Respondents By Organization's Global Turnover (% Buyer Respondents), Global Mobile Telecoms Industry, 2010
Table 4: Buyer Respondents By Organization's Total Employee Size (% Buyer Respondents), Global Mobile Telecoms Industry, 2010
Table 5: Buyer Respondents By Region (% Buyer Respondents), Global Mobile Telecoms Industry, 2010
Table 6: Supplier Respondents By Job Role (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 7: Supplier Respondents By Organization's Global Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 8: Supplier Respondents By Organization's Total Employee Size (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 9: Supplier Respondents By Region (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 10: Company Revenue Growth Optimism Trend By Global Mobile Telecoms Industry Company Type: Mobile Service Providers, Fixed Network Operators, Mobile Telecoms Industry Suppliers (% All Respondents), 2010
Table 11: Company Revenue Growth Optimism Trend In The Global Mobile Telecoms Industry By Region: North America, Europe, Asia-Pacific, Rest Of The World (% All Respondents), 2010
Table 12: Company Revenue Growth Optimism In The Global Mobile Telecoms Industry By Turnover (% All Respondents), 2010
Table 13: Mobile Service Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Mobile Service Provider Respondents), 2010
Table 14: Fixed Network Operator Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Fixed Network Operator Respondents), 2010
Table 15: Other Telecom Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Other Telecom Provider Respondents), 2010
Table 16: Mobile Telecoms Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Mobile Telecoms Supplier Respondents), 2010
Table 17: Mobile Service Provider Predictions Of The Fastest And Slowest Growing Industry Sectors (% Mobile Service Provider Respondents), 2010
Table 18: Fixed Network Operator  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Fixed Network Operator Respondents), 2010
Table 19: Other Telecom Provider  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Other Telecom Provider Respondents), 2010
Table 20: Mobile Telecoms Supplier  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Mobile Telecoms Supplier Respondents), 2010
Table 21: Mobile Telecoms Industry  Predictions Of The Fastest And Slowest Growing Industry Sectors By Region: North America, Europe, Asia-Pacific, Rest Of The World (% 'Very Strong Growth' And 'Strong Growth' Combined, All Respondents), 2010
Table 22: Mobile Service Provider Vs. Fixed Network Operator Vs. Other Telecom Provider Vs. Mobile Telecoms Supplier: Leading Business Concerns For The Period 2010-2011 Among Global Mobile Telecoms Industry Buyers And Suppliers (% All Respondents), 2010
Table 23: Leading Business Concerns For The Period 2010-2011 Among Global Mobile Telecoms Industry Buyers And Suppliers By Region: North America, Europe, Asia-Pacific, Rest Of The World (% All Respondents), 2010
Table 24: Leading Business Concerns For The Period 2010-2011 Among Global Mobile Telecoms Industry Buyers And Suppliers By Company Turnover (% All Respondents), 2010
Table 25: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The Global Mobile Telecoms Industry (% All Respondents), 2010
Table 26: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The Global Mobile Telecoms Industry-Senior Level Responses Only (% Coe/Mad/Board Level Respondents), 2010
Table 27: Most Important Actions Being Implemented To Facilitate Cost Containment In 2010-2011 In The Global Mobile Telecoms Industry: Buyer Vs. Supplier Comparison (% All Respondents), 2010
Table 28: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The Global Mobile Telecoms Industry (% All Respondents), 2010
Table 29: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The Global Mobile Telecoms Industry-Senior Level Responses Only (% CEO/MD/Board Level Respondents), 2010
Table 30: Most Important Actions Being Implemented For Driving Sales To Overcome Present Business Challenges In 2010-2011 In The Global Mobile Telecoms Industry: Buyer Vs. Supplier Comparison (% All Respondents), 2010
Table 31: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2010
Table 32: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Mobile Service Provider Vs. Fixed Network Operator Vs. Other Telecom Provider (% Buyer Respondents), 2010
Table 33: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Analysis Of Buyer Respondents By Company Turnover (% Buyer Respondents), 2010
Table 34: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Analysis Of All Buyer Respondents By Procurement Budget (% Buyer Respondents), 2010
Table 35: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2010
Table 36: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Analysis Of All Buyer Respondents By Purchasing Decision Seniority (% Buyer Respondents With Purchasing Decision Influence), 2010
Table 37: Annual Marketing Budget In US$: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 38: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 39: Annual Marketing Budget In US$ By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 40: Telecoms Industry Supplier Attitudes And  Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Telecoms Industry Supplier Respondents), 2010
Table 41: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010 (With Comparison To 2009 Expectations)
Table 42: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010 (With Comparison To 2009 Expectations)
Table 43: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 44: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 45: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 46: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 47: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 48: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 49: Key Marketing Aims Over The Next Year: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 50: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 51: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 52: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 53: Telecoms Industry Supplier Attitudes And  Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Telecoms Industry Supplier Respondents), 2010
Table 54: Most Rated New Media Channels For New Business Generation: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 55: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 56: Most Rated New Media Channels For New Business Generation By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 57: Critical Success Factors For Choosing A Marketing Agency: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 58: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 59: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 60: Critical Success Factors For Choosing A Marketing Agency By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Table 61: Critical Success Factors For Choosing A Marketing Agency By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Table 62: Critical Success Factors For Choosing A Marketing Agency By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Table 63: Telecoms Industry Supplier Attitudes And  Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Telecoms Industry Supplier Respondents), 2010
Table 64: Telecoms Industry Supplier Attitudes And  Approaches To Existing Marketing Practices: Level Of Agreement To The Following Statement (% Telecoms Industry Supplier Respondents), 2010
Table 65: Survey Data Results-Closed Questions

List of Figures
Figure 1: Company Revenue Growth Optimism Trend In The Global Mobile Telecoms Industry (% All Respondents), 2010
Figure 2: Company Revenue Growth Optimism Trend By Global Mobile Telecoms Industry Company Type: Mobile Service Providers, Fixed Network Operators, Mobile Telecoms Industry Suppliers (% All Respondents), 2010
Figure 3: Company Revenue Growth Optimism Trend In The Global Mobile Telecoms Industry By Region: North America, Europe, Asia-Pacific, Rest Of The World (% All Respondents), 2010
Figure 4: Company Revenue Growth Optimism In The Global Mobile Telecoms Industry Over The Next 12 Months: Cross-Industry Comparison (% All Respondents), 2010
Figure 5: Key Expected Changes In Business Structure In The Global Mobile Service Provider Industry (% Mobile Service Provider Respondents), 2010
Figure 6: Key Expected Changes In Business Structure In The Global Fixed Network Operator Industry (% Fixed Network Operator Respondents), 2010
Figure 7: Key Expected Changes In Business Structure In The Global Fixed Network Operator Industry (% Other Telecom Provider Respondents), 2010
Figure 8: Key Expected Changes In Business Structure In The Global Mobile Telecoms Supplier Industry (% Mobile Telecoms Supplier Respondents), 2010
Figure 9: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Mobile Service Provider Industry (% Mobile Service Provider Industry Respondents), 2010
Figure 10: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Fixed Network Operator Industry (% Fixed Network Operator Industry Respondents), 2010
Figure 11: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Other Telecom Provider Industry (% Other Telecom Provider Industry Respondents), 2010
Figure 12: Merger And Acquisition Activity Expectations Over The Next 12 Months In The Global Mobile Telecoms Supplier Industry (% Mobile Telecoms Supplier Industry Respondents), 2010
Figure 13: Mobile Service Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Mobile Service Provider Respondents), 2010
Figure 14: Fixed Network Operator Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Fixed Network Operator Respondents), 2010
Figure 15: Other Telecom Provider Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Other Telecom Provider Respondents), 2010
Figure 16: Mobile Telecoms Supplier Industry: Market Predictions Of The Fastest And Slowest Growing Regions (% Mobile Telecoms Supplier Respondents), 2010
Figure 17: Mobile Service Provider Predictions Of The Fastest And Slowest Growing  Industry Sectors (% Mobile Service Provider Respondents), 2010
Figure 18: Fixed Network Operator  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Fixed Network Operator Respondents), 2010
Figure 19: Other Telecom Provider  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Other Telecom Provider Respondents), 2010
Figure 20: Mobile Telecoms Supplier  Predictions Of The Fastest And Slowest Growing Industry Sectors (% Mobile Telecoms Supplier Respondents), 2010
Figure 21: Mobile Telecoms Industry  Predictions Of The Fastest And Slowest Growing Industry Sectors By Region: North America, Europe, Asia-Pacific, Rest Of The World (% 'Very Strong Growth' And 'Strong Growth' Combined, All Respondents), 2010
Figure 22: Leading Business Concerns For The Period 2010-2011 Among Global Mobile Telecoms Industry Buyers And Suppliers (% All Respondents), 2010
Figure 23: Mobile Service Provider Vs. Fixed Network Operator Vs. Other Telecom Provider Vs. Mobile Telecoms Supplier: Leading Business Concerns For The Period 2010-2011 Among Global Mobile Telecoms Industry Buyers And Suppliers (% All Respondents), 2010
Figure 24: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Supplier Responses Vs. All Buyer Responses (% All Respondents), 2010
Figure 25: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Mobile Service Provider Vs. Fixed Network Operator Vs. Other Telecom Provider (% Buyer Respondents), 2010
Figure 26: The Most Important Actions For Suppliers To Take To Maintain And Secure Buyer Business  In The Global Mobile Telecoms Industry: Analysis Of All Buyer Respondents By Region (% Buyer Respondents), 2010
Figure 27: Annual Marketing Budget In US$: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 28: Annual Marketing Budget In US$: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Figure 29: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 30: Annual Marketing Budget In US$ By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Figure 31: Annual Marketing Budget In US$ By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 32: Annual Marketing Budget In US$ By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Figure 33: Planned Change In Marketing Expenditure Levels Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010 (With Comparison To 2009 Expectations)
Figure 34: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010 (With Comparison To 2009 Expectations)
Figure 35: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 36: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Marketing Decision Authority (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 37: Planned Change In Marketing Expenditure Levels Over The Next 12 Months By Revenue Growth Expectations (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 38: Expected Increase Or Decrease In Expenditure By Media Channel Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 39: Expected Increase In Expenditure By Media Channel Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 40: Expected Increase In Expenditure By Media Channel Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 41: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 42: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 43: Planned Investment In Marketing And  Sales Technologies Over The Next 12 Months By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 44: Key Marketing Aims Over The Next Year: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 45: Most Important Key Marketing Aims Over The Next Year By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 46: Most Important Key Marketing Aims Over The Next Year By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 47: Most Important Key Marketing Aims Over The Next Year By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 48: Expected Adaptations To Marketing Activities During Global Economic Uncertainty: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 49: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 50: Expected Adaptations To Marketing Activities During Global Economic Uncertainty By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 51: Most Rated New Media Channels For New Business Generation: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 52: Most Rated New Media Channels For New Business Generation By Company Turnover (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 53: Most Rated New Media Channels For New Business Generation By Region: North America, Europe, Asia Pacific, Rest Of The World (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 54: Critical Success Factors For Choosing A Marketing Agency: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 55: Critical Success Factors For Choosing A Marketing Agency: Telecoms Industry Supplier (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Figure 56: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Mobile Telecoms Industry, 2010
Figure 57: Critical Success Factors For Choosing A Marketing Agency By Expected Change In Future Marketing Expenditure (% Supplier Respondents), Global Mobile Telecoms Industry, 2009
Figure 58: Critical Success Factors For Choosing A Marketing Agency By  Marketing Budget (% Supplier Respondents), Global Mobile Telecoms Industry, 2010