SOURCE: M:Metrics

November 27, 2007 05:00 ET

As Operators Deck the Halls With New Mobile Phone Promotions, M:Metrics Reports Device Sales and Satisfaction Metrics

In Europe, New Device Acquisitions Were 90 Percent Higher in December 2006 Than an Average Month; in the United States, 40 Percent Higher

SEATTLE, WA and LONDON--(Marketwire - November 27, 2007) - Mobile phones are popular holiday gifts, with more consumers acquiring a new mobile in December than any other month, reports M:Metrics, the mobile media authority. The measurement firm revealed for the first time today its historical device sales and satisfaction data in the United States and Europe, and found that 15 percent of all European subscribers who acquired a new phone in 2006 did so in December, a rate that is 90 percent higher than an average month. In the United States, 12 percent got their phone in December, which is 40 percent above the monthly average rate.

"December is consistently the highest-performing month for new device purchases, and the operators have responded by embellishing their handset portfolios in time for the holidays," said Paul Goode, senior analyst, M:Metrics. "As we look out at the Christmas season, one way to gauge how devices may perform is their popularity, so the iPhone and N95 should do well at the premium end of the market. These fun, stylish devices have the potential to compel consumers to choose to gift a mobile device over other popular consumer electronics such as MP3 players and videogame consoles."

One dimension of M:Metrics' research into mobile media consumption is understanding how mobile devices relate to a consumer's propensity to access mobile services. The firm measures multiple aspects of device ownership, including whether the device was purchased in the previous month, and how the consumer rates their level of satisfaction with it, on a scale of one (dissatisfied) to 10 (extremely satisfied). According to M:Metrics, Sony Ericsson's k810i and Nokia's N95 post the highest satisfaction scores in Europe, while the LG EnV and iPhone vie for the top position in the United States.

Top Devices By Satisfaction Score (1-10), September 2007
         France                     Germany                 Italy
Device              Score  Device             Score   Device     Score
Sony Ericsson K800i     9  Sony Ericsson K810i  8.8   Nokia N95   9.29
Sony Ericsson W810i  8.79  Sony Ericsson W850i  8.72  Nokia 6310i 8.83
Sony Ericsson W850i  8.58  Sony Ericsson W880i  8.67  Nokia 3330  8.74

Top Devices By Satisfaction Score (1-10), September 2007
           Spain                    UK                        US
Device             Score Device             Score Device              Score
Nokia N95           9.14 Sony Ericsson K810i 8.68 LG VX9900 enV Orange 9.24
Sony Ericsson K800i 8.74 Samsung SGH-E250    8.63 Apple iPhone 8GB     9.21
Sony Ericsson Z610i  8.4 Nokia 2310          8.52 LG AX355             8.98

"Consumers who love their mobile phone are more likely to recommend it to someone else, and potentially buy it as a gift," observed Goode. "High-end phones, such as the N95, Sony Ericsson's k850 and the Walkman series are being heavily promoted across Europe as Vodafone and Orange tout these multimedia devices and their 3G capabilities in the shadow of the iPhone. Meanwhile, in the U.S., Verizon just launched the iPhone-like Voyager and T-Mobile responded with the Shadow earlier in the month."

M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world's most authoritative mobile media measurement firm, M:Metrics delivers the most accurate mobile market metrics through the world's largest monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings of its September Benchmark Survey.

French Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers               Percentage
Activity                              (1000s)    Percentage     Change
                                    ------------ -----------  -----------
Sent Text Message                         33,491       74.40%        1.10%
Used Photo Messaging                      10,681       23.70%       -0.30%
Used Personal E-Mail                       2,835        6.30%        3.60%
Purchased Ringtone                         1,818        4.00%       -3.10%
Used Mobile Instant Messenger              1,396        3.10%       -4.30%
Used Work E-Mail                             866        1.90%       -7.70%
Purchased Wallpaper or Screensaver           729        1.60%       -3.90%
Downloaded Mobile Game                       699        1.60%        0.50%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of French mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 12,785


German Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers               Percentage
Activity                              (1000s)    Percentage     Change
                                    ------------ -----------  -----------
Sent Text Message                         38,166       80.30%        0.40%
Used Photo Messaging                      10,433       22.00%        0.80%
Used Personal E-Mail                       2,849        6.00%        6.80%
Purchased Ringtone                         2,102        4.40%        3.20%
Used Mobile Instant Messenger              1,540        3.20%        5.00%
Used Work E-Mail                           1,436        3.00%        5.70%
Downloaded Mobile Game                     1,166        2.50%        0.50%
Purchased Wallpaper or Screensaver           952        2.00%        3.10%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of German mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 15,989


Spanish Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers
Activity                              (1000s)        Pct      Pct Change
                                    ------------ -----------  -----------
Sent Text Message                         27,314       84.00%        0.30%
Used Photo Messaging                      10,504       32.30%       -0.10%
Used Personal E-Mail                       2,596        8.00%       -4.80%
Used Mobile Instant Messenger              2,064        6.40%       -4.20%
Used Work E-Mail                           1,667        5.10%       -1.50%
Downloaded Mobile Game                     1,656        5.10%        4.20%
Purchased Ringtone                         1,548        4.80%       -6.50%
Purchased Wallpaper or Screensaver           640        2.00%       -6.60%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Spanish mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 12,688


Italian Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers               Percentage
Activity                              (1000s)    Percentage     Change
                                    ------------ -----------  -----------
Sent Text Message                         39,309       86.40%        0.50%
Used Photo Messaging                      14,423       31.70%       -1.20%
Used Personal E-Mail                       3,941        8.70%       -2.80%
Used Mobile Instant Messenger              2,665        5.90%        0.70%
Used Work E-Mail                           2,083        4.60%       -5.00%
Purchased Ringtone                         1,795        3.90%       -0.20%
Downloaded Mobile Game                     1,287        2.80%        5.40%
Purchased Wallpaper or Screensaver         1,016        2.20%        4.50%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of Italian mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 13,226


U.K. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers               Percentage
Activity                              (1000s)    Percentage     Change
                                    ------------ -----------  -----------
Sent Text Message                         39,424       86.60%        0.30%
Used Photo Messaging                      13,793       30.30%       -1.00%
Used Personal E-Mail                       3,467        7.60%        0.80%
Used Mobile Instant Messenger              2,204        4.80%       -1.80%
Downloaded Mobile Game                     2,172        4.80%       -0.20%
Used Work E-Mail                           1,873        4.10%        3.90%
Purchased Ringtone                         1,507        3.30%       -3.40%
Purchased Wallpaper or Screensaver           695        1.50%       -5.70%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007. Survey of U.K. mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 16,075


U.S. Mobile Subscriber Monthly Consumption of Content and Applications
M:Metrics Benchmark Survey: September 2007

                                    Subscribers               Percentage
Activity                              (1000s)    Percentage     Change
                                    ------------ -----------  -----------
Sent Text Message                         94,891       44.10%        2.20%
Used Photo Messaging                      42,067       19.60%        1.70%
Used Personal E-Mail                      20,425        9.50%        1.70%
Purchased Ringtone                        20,034        9.30%        1.80%
Used Mobile Instant Messenger             15,102        7.00%        2.90%
Used Work E-Mail                          12,430        5.80%        3.20%
Downloaded Mobile Game                     7,148        3.30%       -0.20%
Purchased Wallpaper or Screensaver         6,410        3.00%        1.10%
                                    ------------ -----------  -----------
Source: M:Metrics, Inc., Copyright © 2007 Survey of U.S. mobile
subscribers. Data based on three-month moving average for period ending 30
September, 2007, n= 33,813

About M:Metrics

M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market.

M:Metrics' monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

About M:Metrics Data

Based on continually refreshed samples of nationally representative mobile phone consumers, M:Metrics reports summarise market size, device reach and key demographic and mobile phone usage characteristics.

The data presented here is drawn from an extensive survey questionnaire that collects specific device model and carrier subscription information from each month's sample of mobile phone subscribers, and also drills down into specific details related to current and past usage of various mobile phone applications and content. Data collected from each sample are statistically balanced and projected to the total national population of mobile phone subscribers.

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Members of the press may cite research data or a portion of text provided that each is sourced to M:Metrics, for example, "Source: M:Metrics, Inc." or "According to M:Metrics, . . ." Copies of graphs, data tables or slides must include the following copyright notice affixed to all material: "Copyright © 2007, M:Metrics, Inc."

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