The country's fiscal and monetary policies currently in place seek to counteract the devastating effects of the crisis. The economic recession led to massive job losses which in turn led to low consumer purchasing power. Mobile penetration of the UK economy is over 90%, meaning the market is approaching the saturation level that leads to stagnation. In fact, the growth of mobile phone retail is driven by the growing demand for smartphones. Economic experts predict that revenue in this economic segment will shrink at a compound annual rate of 1.5% over the next five years because intense competition among major players has led to shrinking profit margins and falling average prices. of telephones. Similar trends in real personal disposable income and consumer confidence due to high inflation and uncertainty in the eurozone have contributed to the challenging economic environment for the mobile phone retail segment. In fact, sector returns are expected to contract by 1.4%. The advent of 24-month contracts means consumers are holding on to their phones for a longer period, hurting Phone 4u sales. However, Phone 4u has performed relatively well during the economic crisis as it holds a huge market share which allows it to adapt its product mix, price promotions and channels to optimize returns. The specialist