Mobile content is moving to the centre of strategies for online
media. At MWC, the world’s biggest mobile conference, Google announced it now develops
all products ‘mobile first’ and Facebook reported a quarter of its 400m users access
the service through mobile

Three years after the iPhone 
launched, the handset industry is catching up, adding decent user interfaces
and mobile apps to colour touch screens and taking easy access to mobile content
beyond the iPhone

Beyond the self-selecting early adopter iPhone base, we found
real evidence of companies already successfully providing mobile content to much
wider segments of the population

Recent news flow – including Google UK’s Q4 2009 results and reports of facebook’s rapid revenue growth – points to a better than expected recovery in internet advertising. On a like-for-like basis, we estimate that online ad spend grew 2.2% last year to £3,425 million or 23.5% share of total advertising

We have raised our 2010 UK forecasts and now predict that Google’s UK gross revenue will grow 12.5% YoY, helping to drive online advertising spend up 7.6% to £3,685 million (excluding sites currently not reported by IABUK/PwC)

The economy remains an issue, with the potential impact of tax rises and cuts in Government spending in H2 threatening the already anaemic recovery. In our view, the balance of risk is still on the downside

Just three players now account for most French broadband connections: Orange’s DSL market share is closing on 50%, Iliad’s rose to 25% from consolidation with Alice, while SFR’s dropped to 23.7%, with Neuf’s rebrand imminent. Cable remains a minimal presence on broadband

Iliad is to recover the No. 2 spot on the French broadband market, behind France Télécom’s Orange, after acquiring Alice, ending Telecom Italia’s ill fated five-year French venture

Iliad will be challenged to meet its target of a steady EBITDA margin of 36% in 2008 despite further cuts in mobile termination charges due to the continued drift of the subscriber mix to higher cost (for Iliad) full telephony packages. Some benefit to cash flow could result from reduced charges for one-off LLU services to be mandated by regulator ARCEP

France is the first major European market where a large scale fibre-to-the-home (FTTH) deployment is under way. Numericable and France Télécom, as well as unbundlers Iliad and Neuf Cegetel, are launching triple play offers over fibre to households. Public authorities actively support the plans, to boost France's growth prospects. This report examines the commercial context for fibre deployment in France