The country's fiscal and monetary policies currently in place attempt to counter the devastating effects of the crisis. The economic recession has led to massive job losses, which has led to a decline in consumer purchasing power. Mobile penetration of the UK economy exceeds 90%, implying that the market is approaching its saturation level, leading to stagnation. Indeed, the growth of mobile phone retail is driven by the growing demand for smartphones. Economic experts predict that revenues in this economic segment will decline at a compound annual rate of 1.5% over the next five years as fierce competition among major players has led to shrinking profit margins and a decline in revenue. average price of phones. A similar trend in real personal disposable income and consumer confidence, a consequence of high inflation and uncertainty in the Eurozone, has contributed to a challenging economic environment for the handset retail segment mobile. Indeed, sector yields are expected to contract by 1.4%. The advent of 24-month contracts means consumers are keeping their phones longer, which is hurting Phone 4u sales. Nonetheless, Phone 4u has performed relatively well during the economic crisis because it has a huge market share that allows it to adjust its product mix, price promotions and channels to maximize returns. The specialist