VIENNA — DIMOCO has announced the release of its latest report highlighting key market trends and data for the carrier billing market, this time focused on Hungary.
Previous reports revealed details of the markets in France, Germany, Italy, Poland, Spain and beyond.
According to the new report, the Hungarian market consists of 10.79 million handsets and a smartphone penetration rate of 41.8 percent — offering considerable carrier billing market potential that enhances customer monetization, increases conversion rates, and enables payments on multiple screens.
The seventh in DIMOCO’s series, the “Carrier Billing Market Report: Hungary” provides insights into the region’s market potential for merchants in their efforts to bill digital content services via mobile network operators.
Among the reports highlights are findings such as the country’s mobile subscriber base is split between three mobile network operators: T-Mobile with a market share of 46.06 percent, Telenor with 29.24 percent and Vodafone with 24.7 percent.
While only 11.8 percent of adults own a credit card, Hungary boasts a mobile handset penetration of 109.3 percent, according to recent data from Juniper Research; and while the European market reports a conversion rate for carrier billing first-time transactions at 77 percent, it jumps up to 88 percent for second-time transactions.
“Hungary is one of the most important carrier billing markets in Europe, with strong traction in ticket purchases and online dating services,” said DIMOCO CEO Gerald Tauchner. “Yet, this is just the tip of the iceberg of what is possible. Findings show that additional digital content segments, including publishing and gaming, are expected to increase in the coming years.”
Other digital content market developments in Hungary add to its attractiveness, including findings in a recent Price Waterhouse Coopers study entitled, “Entertainment and Media Outlook 2016-2020,” which sees the Hungarian market growing in four key segments: publishing, gaming, home video and music, with the strongest growth projected in the home video market, rising from 10.8 million Euros in 2015 to an estimated 30.7 million Euros in 2020.
As an already mature market, gaming will grow less in comparison to the other segments, but will achieve a revenue of 47.9 million Euros in 2020. Publishing and digital music are expecting similar growth rates of 1.8 percent between 2015 and 2020.
While the publishing area, which includes eBooks and online periodicals, will increase its digital sales from 19.9 million Euros in 2015 to 36.1 million Euros in 2020, while music is the smallest digital content segment, generating 8.1 million Euros by 2020.
All of DIMOCO’s regional Carrier Billing Market Reports can be accessed here.