Yankee: Data to Drive European Mobile Market

According to a recent survey of nearly 2,800 mobile users in France, Germany, Italy, Spain and the UK, Yankee Group claims that pricing is the top criteria for selecting a carrier in Europe.

Matt Hatton at Yankee Group said, "Cost and coverage are the driving force for the European consumer now, but that is all going to change. For future success, operators must improve customer service and offer compelling data services now if they want to grow or even retain their subscriber base."

The survey reports that "more than one-third of 18 to 24 year olds spend €5 or more per month on data services." Other highlights include:

• Picture messaging gains acceptance
• Advanced mobile data services like TV and music are the most appealing
• Necessity over new features drives handset replacement

Via Tekrati.