market summary United Kingdom

Country Manager

Alicia Pineiro Rey

Files

• Promoting PRS.pdf
• Vodafone CoP 01.12.2021.pdf
• PSA Final Statement on ICSS 24.07.2023.pdf

• The UK population in 2020 is 67,886,011.
• Mobile Operators and Market Share (The UK Mobile penetration is 130%):
  • EE 27%
  • O2 22%
  • Vodafone 16%
  • Three 9%
  • Virgin 5%
  • Other MNOs 10% (Tesco, ASDA, Sky, GiffGaff, Lebara etc.)

• The UK is regulated on a day-to-day basis by Phone-Paid Services Authorities (PSA).
• All services are hosted by aggregators and their subesquent merchants. Content providers must comply with PSA Code of practise and carrier mandates.
• There are 2 types of carrier billing flows:
  • standard OTP Flow – provides a more templated approach to payment pages.
  • One-off payment; 2-click; < £9.99.