Since our last update on Italy's telecommunications market, new operational and financial data has been published pertaining to the end of 2009. Furthermore, a significant amount of data has been published for the first three months of 2010. In addition to year-end data provided by Italy's fixed-line incumbent Telecom Italia, new operational and financial data has been provided by the sector's other mobile operators, Vodafone, WIND and 3 Italia. Q409 and Q110 data has also been published by alternative wireline operators such as Swisscom-backed Fastweb and Tiscali. According to the latest mobile subscriber data, Italy had just over 81.1mn mobile subscribers at the end of 2009; this gave the country a national penetration rate of 137.4%. In contrast to the continued decline of the mobile market in Q309, Italy's mobile customer base experienced moderate growth in the final quarter of 2009. A return to positive growth by Vodafone was the main reason for this phenomenon. The solid subscriber growth which was reported by Vodafone, WIND and 3 Italia in the three months to 31 December helped to ensure growth for the market as a whole. This was in spite of the continued loss of customers being reported by market leader Telecom Italia. Our current set of forecast figures for Italy's mobile subscriber base anticipates a slow decline in the number of mobile customers over the next five years. Despite the recent discounting of inactive prepaid users by Telecom Italia and Vodafone, we believe that the Italian mobile customer base continues to harbour a significant number of inactive customers. In 2009, the impact of Telecom Italia and Vodafone's discounting strategies more than offset the customer gains reported by WIND and 3. However, in the longer-term, BMI believes that these latter companies may also begin discounting their inactive prepaid users. Any attempt to do this on a significant scale would result in a much steeper decline in the number of mobile subscriber than our forecast currently envisages. Meanwhile, the latest operational data published by Telecom Italia, Fastweb, WIND, Vodafone and Tiscali, appears to affirm our earlier estimate regarding the size of Italy's broadband subscriber market at the end of 2009. We estimate that Italy's broadband subscriber base grew by 9.5% in 2009 to reach almost 12.4mn at the end of the year. Although Italy own scores remain unchanged this quarter's update to BMI's Business Environment Rankings for Western Europe, the country has risen by one position and sits in 12th place in our table. Italy's Country Risk score remains well below the regional average for Western Europe. The Italian economy is one of the most vulnerable economies in an already shaky eurozone. The Italian economy slipped back into negative growth during Q409, having previously shown signs of stabilisation. Going forward, we still expect a return to positive growth in 2010, although we caution that weak domestic and external demand will allow for a fairly modest rate of economic expansion.

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Italy Telecommunications Report Q3 2010
Published on July 2010
Report Summary
Since our last update on Italy's telecommunications market, new operational and financial data has been published pertaining to the
end of 2009. Furthermore, a significant amount of data has been published for the first three months of 2010. In addition to year-end
data provided by Italy's fixed-line incumbent Telecom Italia, new operational and financial data has been provided by the sector's
other mobile operators, Vodafone, WIND and 3 Italia. Q409 and Q110 data has also been published by alternative wireline operators
such as Swisscom-backed Fastweb and Tiscali.
According to the latest mobile subscriber data, Italy had just over 81.1mn mobile subscribers at the end of 2009; this gave the country
a national penetration rate of 137.4%. In contrast to the continued decline of the mobile market in Q309, Italy's mobile customer base
experienced moderate growth in the final quarter of 2009. A return to positive growth by Vodafone was the main reason for this
phenomenon. The solid subscriber growth which was reported by Vodafone, WIND and 3 Italia in the three months to 31 December
helped to ensure growth for the market as a whole. This was in spite of the continued loss of customers being reported by market
leader Telecom Italia.
Our current set of forecast figures for Italy's mobile subscriber base anticipates a slow decline in the number of mobile customers over
the next five years. Despite the recent discounting of inactive prepaid users by Telecom Italia and Vodafone, we believe that the
Italian mobile customer base continues to harbour a significant number of inactive customers. In 2009, the impact of Telecom Italia
and Vodafone's discounting strategies more than offset the customer gains reported by WIND and 3. However, in the longer-term,
BMI believes that these latter companies may also begin discounting their inactive prepaid users. Any attempt to do this on a
significant scale would result in a much steeper decline in the number of mobile subscriber than our forecast currently envisages.
Meanwhile, the latest operational data published by Telecom Italia, Fastweb, WIND, Vodafone and Tiscali, appears to affirm our
earlier estimate regarding the size of Italy's broadband subscriber market at the end of 2009. We estimate that Italy's broadband
subscriber base grew by 9.5% in 2009 to reach almost 12.4mn at the end of the year.
Although Italy own scores remain unchanged this quarter's update to BMI's Business Environment Rankings for Western Europe, the
country has risen by one position and sits in 12th place in our table. Italy's Country Risk score remains well below the regional
average for Western Europe. The Italian economy is one of the most vulnerable economies in an already shaky eurozone. The Italian
economy slipped back into negative growth during Q409, having previously shown signs of stabilisation. Going forward, we still expect
a return to positive growth in 2010, although we caution that weak domestic and external demand will allow for a fairly modest rate of
economic expansion.
Table of Content
Executive Summary .... 7
SWOT Analysis 8
Italy Mobile SWOT ..... 8
Italy Wireline Market SWOT ... 9
Italy Political SWOT ... 9
Italy Economic SWOT ..... 10
Business Environment ... 11
Western Europe .. 11
Italy .. 14
Italy Telecommunications Report Q3 2010 Page 1/5

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Table: Western Europe Business Environment Rankings 16
Industry Forecast Scenario ... 17
Mobile .... 17
Table: Telecoms Sector ' Mobile ' Historical Data & Forecasts, 2007-2014 ..... 17
Fixed Line .... 19
Table: Telecoms Sector ' Fixed Line ' Historical Data & Forecasts, 2007-2014 ..... 19
Internet .. 20
Table: Telecoms Sector ' Internet ' Historical Data & Forecasts, 2007-2014 ... 20
Market Data Analysis 22
Mobile .... 22
Table: Italy Mobile Market, Q110 .... 24
Table: Italy Mobile Market, Net Additions, Q110 ..... 25
Subscriber Divisions . 25
ARPU 26
Table: Italian MVNOs .... 29
3G ..... 30
Mobile Contract Wins .... 31
Table: Mobile Contract Wins 31
Mobile Content .. 32
Regional Overview ... 32
Country Outlook . 35
SMS ... 37
HSDPA And HSUPA . 37
LTE ... 38
Value-Added Services Timeline... 40
Table: Selected VAS Services 40
Mobile Operator Data ... 42
Table: Italy Mobile Market Overview ..... 42
Table: Telecom Italia 43
Table: Vodafone.. 44
Table: Wind .. 45
Table: 3 Italia ..... 46
Fixed Line .... 47
Table: Italian Fixed-Line Market, Q109-Q110 ... 47
Local Loop Unbundling (LLU) ... 48
Table: Telecom Italia OLO Accesses, Q109-Q110 ... 48
VoIP .. 48
Wholesale Access 49
Broadband ... 50
Table: Italian Broadband Market, Q109-Q110 .. 51
Alternative Broadband Operators ..... 51
Broadband Infrastructure ..... 54
WiMAX ... 55
Table: Wireline Developments .... 58
Regulatory Environment & Industry Developments ..... 59
Italy: Regulatory Bodies And Their Responsibilities . 59
Legislation And Market Liberalisation ... 60
Licensing And Spectrum . 61
Industry Developments... 63
Regulator Seeks to Reduce Digital Divide .... 63
Italy Telecommunications Report Q3 2010 Page 2/5

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Telecom Italia And Fastweb In Money Laundering Probe .... 64
Competitive Landscape .. 65
Key Players .. 65
Table: Key Players: Italy Telecoms Sector ... 65
Table: Selected Operators Financial Indicators, 2006-2010 (US$mn) .... 66
Company Monitor .... 67
Table: Comparison Of Key Financial Data (2008-2009) 67
Subtitle: NSN Net Sales By Geography (Q409)... 68
Subtitle: Key Spectrum Auctions In Western Europe (2010-2011) ..... 69
Major Nokia Siemens Networks Contract Awards, Q409-Q110 .. 70
Profiles ... 71
Telecom Italia ..... 71
Vodafone Italia ... 77
WIND 79
3 Italia .... 82
FastWeb .. 84
Appendix: . 87
Regional Telecommunications Penetration Overview ..... 87
Fixed Line ..... 87
Table: Regional Fixed-Line Penetration Overview ... 88
Mobile ..... 88
Table: Regional Mobile Penetration Overview ... 89
Broadband .... 90
Table: Regional Broadband Penetration Overview . 90
Country Snapshot: Italy Demographic Data 91
Section 1: Population 91
Table: Demographic Indicators, 2005-2030 . 91
Table: Rural/Urban Breakdown, 2005-2030 92
Section 2: Education And Healthcare ..... 92
Table: Education, 2002-2005 ..... 92
Table: Vital Statistics, 2005-2030 ..... 92
Section 3: Labour Market And Spending Power . 93
Table: Employment Indicators, 2001-2006 ... 93
Table: Consumer Expenditure, 2000-2012 (US$) ..... 93
Table: Average Annual Manufacturing Wages, 2000-2012 .. 94
Glossary Of Terms .... 95
Table: Glossary Of Terms ..... 95
BMI Methodology 96
How We Generate Our Industry Forecasts ... 96
Table: Key Indicators For Telecommunications Industry Forecasts .. 96
Telecoms Business Environment Ratings 97
Table: Weighting Of Indicators .. 98
Table: Ratings Indicators ..... 99
Sources ... 99
Italy Telecommunications Report Q3 2010 Page 3/5

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