By Lisa Johnston
New products on display at the American International Toy Fair, held in N
Multiple factors came together to push cellular penetration and handset sales to new heights in 2005.
During the first half of 2005, the number of net new subscribers hit an historic high of 12.5 million, up for the third consecutive year, CTIA figures show. The installed base of subscribers at the end of June expanded to 194.6 million people, or about 65 percent of the U.S. population.
Marketers have attributed widening penetration to such factors as a proliferation of mobile virtual network operators (MVNOs), penetration of the youth and prepaid markets, promotions of family-rate plans, wire-line substitution and more outlets selling cellular. These factors helped drive up handset sell-through in 2005 along with an accelerating handset replacement cycle, which was driven by new devices with compelling data applications.
How well did sell-through do in 2005? Which types of handsets sold the best? And where are we headed in 2006? To answer those questions, TWICE assembled a panel of key industry players. They offered these replies to e-mailed questions:
This TWICE webinar, hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.