About this reportMintel's report series 'Telecommunications Retailing in Europe' in 2009 covers 19 telecommunications retail markets in Europe.There are separate reports for the UK, Germany, France, Spain, and Italy as well as a pan-European report combining all countries along with an overview of the sector.Mintel European Retail Intelligence provides independent, expert coverage of the major retail sectors throughout Europe. Each title in this series analyses retailing trends in up to 19 European markets, including the Scandinavian nations and Eastern European countries such as the Czech Republic and Poland as well as the major Western European markets.The coverage provided by each report is as accurate, relevant and up-to-date as possible, combining in-house sector expertise with retailer performance data, taken directly from industry and trade sources.With titles ranging from 'DIY Retailing in Europe' through to 'Food Retailing in Europe', each market examination includes studies of: * background economic and demographic data * market sizes * regional retailing trends and issues * market drivers * consumer expenditure * consumer trends * leading pan-European retailers * domestic retailers * market forecasts

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Telecoms - Italy - April 2009
Published on April 2009
Report Summary
About this report
Mintel's report series 'Telecommunications Retailing in Europe' in 2009 covers 19 telecommunications retail markets in Europe.
There are separate reports for the UK, Germany, France, Spain, and Italy as well as a pan-European report combining all countries
along with an overview of the sector.
Mintel European Retail Intelligence provides independent, expert coverage of the major retail sectors throughout Europe. Each title in
this series analyses retailing trends in up to 19 European markets, including the Scandinavian nations and Eastern European
countries such as the Czech Republic and Poland as well as the major Western European markets.
The coverage provided by each report is as accurate, relevant and up-to-date as possible, combining in-house sector expertise with
retailer performance data, taken directly from industry and trade sources.
With titles ranging from 'DIY Retailing in Europe' through to 'Food Retailing in Europe', each market examination includes studies of:
* background economic and demographic data
* market sizes
* regional retailing trends and issues
* market drivers
* consumer expenditure
* consumer trends
* leading pan-European retailers
* domestic retailers
* market forecasts
Table of Content
Contents
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Market in Brief
The future
Sector size and performance
The competitive landscape
Report Scope
Telecommunications retailing ' A definition
Mobile phone retailers' sales
Mobile phone packages
Technology definitions
Abbreviations
Technical notes
Definitions
Currencies
Figure 1: Exchange rates, ' to other European currencies, 2004-08
Country codes
Figure 2: Country codes
VAT
Figure 3: Europe: Standard VAT rates, 2008
Other abbreviations
Broader Market Environment
Key points
Dependent population growing
Figure 4: Italy: Population trends, 2003-07
Figure 5: Italy: Population projections, by age group, 2007-47
Implications for retailers
Economy slips into recession
Figure 6: Italy: Gross domestic product, 1996-2007
Weakening consumer confidence hampers spending
Figure 7: Italy: Household consumer expenditure, 1996-2007
Implications for mobile phone retailers
Inflation again decelerating
Figure 8: Italy: Consumer prices, 2002-07
Unemployment decline halts'
Figure 9: Italy: Unemployment rate, 1998-2008
Telecoms equipment ownership and usage
Figure 10: Italy: Number of active mobile phone lines and prepaid cards, 2003-07
Figure 11: Italy: Mobile phone usage, by demographic group, 2006
Figure 12: Italy: Mobile phone features used, 2006
Figure 13: Italy: Usage of selected mobile phone features, by age group, 2006
Market in Context
Key points
Mature telecoms posts weak growth
Figure 14: Italy: Consumer spending, growth in selected main categories (current prices), 2003-07
Equipment in decline, services steam ahead
Figure 15: Italy: Consumer spending on communications, 2003-08
Price a major factor
Figure 16: Italy: Consumer Price Index, communications, 2003-07
Sector Size and Forecast
Key points
Economic outlook
Telecoms - Italy - April 2009 Page 2/6

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Retailers' prospects
Figure 17: Italy: Miscellaneous specialists' retail sales, 2004-13
Recent trends in telecoms sector
Network operators' handset revenue
Figure 18: Italy: Mobile telephone companies' revenues, by type, 2004 and 2007
Retail Competitor Analysis
Key points
Network operators dominate
MVNOs heat up competition
Services key to growth'
Figure 19: Italy: Leading telecoms retailers, 2008
Hutchison 3G
Strategic evaluation
History
Financial performance
Figure 20: 3 Group: Financial performance, 2004-08
Store portfolio
Retail offering
Market positioning
Brands
Nokia
Strategic evaluation
A radically changed market
The next wave'
History
Financial performance
Figure 21: Nokia Corporation: Group financial performance, 2003-08
Financial performance by business segment
Figure 22: Nokia Corporation: Financial performance, by business segment, 2003-07
Mobile devices
Developing regions post fastest growth
Figure 23: Nokia Corporation: Nokia Mobile Devices, volume, by geographic area, growth 2004-08 and share by region in total 2008
Figure 24: Nokia Corporation: Nokia Mobile Devices, volume by geographic area, 2003-08
Store portfolio
Flagship stores
Branded stores
Figure 25: Nokia Corporation: Nokia-branded stores in selected European countries, March 2009
Retail offering
Market positioning
Product offer
Services
Brands
Advertising and marketing
e-commerce
Figure 26: Nokia Corporation: Nokia transactional websites in Europe, January 2009
Telecom Italia
Strategic evaluation
History
Financial performance
Figure 27: Telecom Italia: Group financial performance, 2004-08
Telecoms - Italy - April 2009 Page 3/6

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Figure 28: Telecom Italia: Group revenue, by geographic region, 2004-08
Figure 29: Telecom Italia: Revenue and profit, by operating segment, 2004-08
Figure 30: Telecom Italia: Number of fixed line and mobile connections in Italy, 2004-08
Store portfolio
Retail offering
Market positioning
Product offer
Brands
e-commerce
Vodafone
Strategic evaluation
History
Financial performance
Vodafone Group
Figure 31: Vodafone Group: Group financial performance, 2003/04-2007/08
Revenue by country
Figure 32: Vodafone Group: European revenue by country, 2003/04-2007/08
Figure 33: Vodafone Group: Number of customers by country, 2003/04-2007/08
Vodafone Distribution (retail outlets)
Figure 34: Vodafone Distribution Limited (Retail outlets): Financial performance, 2003/04-2007/08
Store portfolio
Figure 35: Vodafone Group: Outlet data, 2004/05-2007/08
Figure 36: Vodafone Distribution Limited (Retail outlets): Outlet data, 2003/04-2007/08
Retail offering
Market positioning
Brands
Wind (Weather Investments)
History
Financial performance
Figure 37: Wind Telecomunicazioni: Financial performance, 2003-07
Segment analysis
Figure 38: Wind Telecomunicazioni: Revenue by business segment, 2003-07
Figure 39: Wind Hellas: Financial performance, 2003-07
Figure 40: Wind Hellas: Revenue from Equipment Sales, 2003-07
Store portfolio
Figure 41: Wind Telecomunicazioni: Outlet data, 2006-07
Figure 42: Wind Hellas: Outlet data, 2003-07
Retail offering
Market positioning
Product offer
Brands
e-commerce
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