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Polyphonic Sleigh Bells Ringing
Nine per cent of British adults are expecting to buy a mobile phone as a present this Christmas - equivalent to around 3.75m handsets - according to NOP World. Drivers include new deals on low-end 'phones from High Street retailers, and a number of new handset features encouraging premium purchases.
Recent promotion of new handset features and image-sending capabilities has created significant interest at the premium end of the market. 52% of those intending to buy for Christmas expect to get a handset with polyphonic ringtones; 38% want a handset which can be used to access information and entertainment. 28% expect to buy a handset with a camera, 25% one with picture messaging capabilities and 10% with video calling.
Those looking at the other end of the market will benefit from new deals on lower cost pre-pay handsets from a number of large retailers. According to Colin Strong, Director of Mobile Communications research at NOP World, 'Christmas is an important time for mobile companies but this year there is tough competition from large high street retailers who have not traditionally sold mobile phones in large numbers.
'It will be interesting to see how this Christmas works out for mobile companies. At one end there are great offers on low end prepay handsets but people also want to buy handsets with features. This could be the point at which we start to see real growth in photo messaging'.
NOP Interviewed 1000 people aged 15+ by telephone between 7th and 9th November.
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