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CANADIAN CELLULAR COMMUNICATIONS MARKET REPORT

 

2001 EDITION


NBI/Michael Sone Associates Inc.
193 Church Street
Toronto, Ontario
M5B 1Y7
Telephone (416) 360-0424
Facsimile (416) 360-7546
e-mail msone@nbicanada.com

 

August 2001

 

 


 

NOTICE

THIS REPORT IS COPYRIGHTED

THE CONTENTS OF THIS DOCUMENT ARE THE INTELLECTUAL PROPERTY OF NBI/Michael Sone Associates/MICHAEL SONE ASSOCIATES INC. AND, AS SUCH, ARE PROTECTED BY CANADIAN COPYRIGHT LAW. REPRODUCTION OF THE DOCUMENT, IN WHOLE OR IN PART, BY ANY MEANS AND FOR ANY PURPOSE (INTERNAL OR EXTERNAL TO THE BUYER'S COMPANY) WITHOUT THE PRIOR PERMISSION OF THE PUBLISHER IS A VIOLATION OF CANADIAN AND INTERNATIONAL COPYRIGHT LAWS.

FOR INFORMATION ON OBTAINING ADDITIONAL COPIES OF THIS REPORT CALL (416) 360-0424 OR FAX US AT (416) 360-7546 OR SEND AN E-MAIL TO msone@nbicanada.com.

PLEASE VISIT OUR WEB SITE AT www.nbicanada.com FOR A LISTING OF OTHER NBI/MICHAEL SONE ASSOCIATES REPORTS PUBLISHED OR IN PREPARATION.

 


Table Of Contents

Section  Page
About This Report vi
A note on Accuracy viii
The Canadian Cellular/PCS Market at a Glance 1
1.0 Executive Summary 2
2.0 The Canadian Cellular Equipment Market 14
2.1 Cellular Handset Shipments 14
2.2 Installed Base 18
2.3 Handsets - Unit type and Technology 19
2.4 Manufacturers - Handsets and Infrastructure Equipment 22
2.4.1 Overview 22
2.4.2 Audiovox 23
2.4.3 Ericsson Canada 26
2.4.4 Lucent Technologies 32
2.4.5 Mitsubishi Wireless Communications 35
2.4.6 Motorola Cellular 37
2.4.7 NeoPoint 48
2.4.8 Nokia 49
2.4.9 Nortel Networks 55
2.4.10 Panasonic 60
2.4.11 QCP Inc. (Kyocera Wireless) 61
2.4.12 Samsung 65
2.4.13 Sanyo 67
2.4.14 Sony 68
2.5 Handset Pricing 70
2.6 Additional Products and Services 72
2.6.1 In-Building Wireless 72
2.6.2 Handset Rental 72
3.0 The Canadian Service Providers 76
3.1 Overview 76
3.1.1 Rogers AT&T 83
3.1.2 Bell Mobility 89
3.1.3 TELUS Mobility 96
3.1.4 Microcell 100
3.6.5 Aliant Mobility 106
3.6.6 MTS Mobility 109
3.1.7 SaskTel Mobility 111
3.2 Network Coverage 113
3.3 Churn Rate 114
3.4 System Usage and Usage Patterns 116
3.5 Customer Acquisition Cost 118
3.6 Cost of Service 119
3.7 Revenues 121
3.8 Distribution 122
3.9 Spectrum Auction and Cap 127
4.0 Resale and Resellers 129
4.1 Rogers AT&T 130
4.2 Microcell Connexions 130
5.0 The Future of Cellular Services 133
5.1 Towards Third Generation (3G) Wireless 133
5.1.1 IP Wireless 138
5.1.2 EDGE 140
5.1.3 Towards 3xRTT 141
5.1.4 Voice-Data Convergence 141
5.1.5 Bluetooth Update 143
5.1.6 WAP Update 143
5.2 Telematics 144
5.2.1 ATX Technologies 145
5.2.2 OnStar 147
Exhibit
1. Cellular/PCS Phone Shipments by Manufacturer (1999-2004) 152
2. Cellular/PCS Phone Shipments by Manufacturer by Region (2000) 153
3. Cellular/PCS Phone Shipments by Phone Technology (1999-2004) 154
4. Typical Retail Price Ranges by Handset Type (mid-2001) 154
5. Cellular/PCS Phone Installed Base by Manufacturer (2000) 155
6. Cellular/PCS Phone Installed Base by Manufacturer by Region (2000) 156
7. Cellular/PCS Phone Installed Base by Phone Technology (1999-2004) 157
8. Number of Subscribers /Net Activations by Service Provider (1999-2004) 157
9. Subscribers by Service Provider by Province (1999-2004) 158
10. Subscriber % Share by Service Provider by Province (1999-2004) 159
11. Subscriber % Share by Service Provider by region (2000) 160
12. Activations by Distribution Channel by Service Provider (2000) 161
13. Subscriber Penetration by Canadian Population (1999-2004) 161
14. Subscribers by Service Type by Service Provider (1999-2004) 162
15. Revenue, Minutes of use & Revenue per Sub. by Service Provider (1999-2004) 163
16. Monthly Churn (%) and cost of Acquisition (COA) by Service Provider (1999-2001) 164
17. Capital Expenditures ($000s) by Service Provider (1999-2004)  165
Figure
1. Canadian Cellular/PCS Market - Number of Subscribers (1993-2004) 8
2. Cellular/PCS Telephone Shipments - Manufacturers' Market Shares - 2000 9

 


 

About This Report

At 165 pages, NBI/Michael Sone Associates' Canadian Cellular Communications Market Report, 2001 Edition remains the most comprehensive study published on this industry. It examines in detail, for both the equipment and service segments, such topics as market size and growth, distribution strategies, pricing and technology issues and usage patterns. Section 1 consists of a detailed executive summary that provides an overview of the industry in Canada as well as an analysis of the key elements that will define the future of the industry. Section 2 is devoted to the handset and equipment manufacturers with reference to the latest technologies and particular strategies of the vendors. Also included are detailed profiles of the major manufacturers and discussions on their activities and future plans as the industry moves toward the next generation (3G) of wireless communications. Additional products and services including handset rental round out the section along with an update on pricing policies.

Section 3 provides an in-depth analysis of the re-alignment of the Canadian carriers and the prospects for increased competition in light of the TELUS acquisition of Clearnet, the westward push of the Bell Wireless Alliance and Rogers' adoption of the GSM platform. In turn, the market development plans and strategies of the service providers are examined. Particular emphasis is placed on recent developments in the marketplace and the effects of different airtime plans, pre-paid packages, value-added services, marketing programmes and distribution channels on revenues, subscriber growth, churn, usage patterns, acquisition costs and capital spending programmes. The section rounds out with a summary of the recent spectrum auction and changes to the spectrum cap.

Next, Section 4 examines the concept of cellular resale and discusses the current players in this market, while Section 5 looks at the future of all cellular services and place in the wireless mobile communications market. Included is an essay on IP-Wireless, an overview of 2.5G and 3G technology and latest developments in voice/data convergence and telematics. Discussion on Bluetooth, 802.11 and WAP will be covered in NBI/Michael Sone Associates' upcoming Mobile Data and Internet Services Market Report 2001 Edition.

The substantive and comprehensive discussion is supported by 17 detailed Exhibits and two Figures that quantify the industry along the multitude of parameters noted above. Seven Exhibits provide shipment and installed base data for handset manufacturers including projections to 2004, segmentation by province and by technology. Nine Exhibits illustrate subscriber data by service provider including projections to 2004 for customer and revenue growth, provincial and technology segmentation, penetration rates and distribution channel analysis. The final Exhibit provides detailed information on the service providers' capital spending with projections to 2004.

 


 

A Note on Accuracy

The accuracy of the information in this report cannot be guaranteed. The information contained herein is the most recent available at the time of writing, but is subject to change. Statistics and comments on specific companies should not be construed as official statements from those companies. Rather, such information represents the opinions and estimates of NBI/Michael Sone Associates. We will be pleased to publish any demonstrably and significantly more accurate information supplied to us.

As always, NBI/Michael Sone Associates welcomes comments on this report and suggestions for future editions. Please call us anytime at (416) 360-0424 or e-mail us at msone@nbicanada.com.

 


 

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