The Smartphone Snapshot Showdown (Global Smartphone and Mobile Video Stats)

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A Curated Presentation of Information, Data, Statistics, Analysis and Usage for Smartphones from around the world. Prepared By: @JonHoehler & @AndrewMchenry

A Curated Presentation of Information, Data, Statistics, Analysis and Usage for Smartphones from around the world. Prepared By: @JonHoehler & @AndrewMchenry

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  • 1. THE SMARTPHONE SNAPSHOT SHOWDOWN A CURATED PRESENTATION OF INFORMATION, DATA, STATISTICS, ANALYSIS AND USAGE FOR SMARTPHONES FROM AROUND THE WORLD PREPARED BY: @JONHOEHLER & @ANDREWMCHENRYTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 1
  • 2. TABLE OF CONTENTS SLIDE 8 • MOBILE HANDSET VENDORS SLIDE 14 • GLOBAL SMARTPHONE SALES 2011 SLIDE 24 • GLOBAL MOBILE OPERATING SYSTEMS SALES 2011 SLIDE 31 • GLOBAL SMARTHPHONE INSTALLED BASE SLIDE 38 • GLOBAL DEVICE SALES (ALL PHONES) IN 2011 SLIDE 46 • SMARTPHONE SHIPMENTS IN AFRICA SLIDE 50 • MOBILE VIDEO AND DATA SLIDE 66 • WWW.OURMOBILEPLANET.COM SLIDE 69 • INTERESTING SOURCES AND OBSERVATIONSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 2
  • 3. PRESENTATION DISCLAIMER • This presentation is a collection of Smartphone data that we have been exposed to over the past twelve months. Some data might be duplicated but from different periods of time. • This presentation’s intention is to provide a collective insight into the Global Smartphone universe and how Smartphones are allowing rich media content usage. The information showcased is publicly available. • The views, analysis and commentary in the presentation are purely the thoughts of the presentation contributors using the information at our disposal to draw conclusions and provide insights. • All sources where available have been credited. • Data provided that has no source, or the source of the is unknown will be noted. • Some sources may represent conflicting data so that should be taken into account when reading through and comparing the data provided. • If any errors or irregularities are identified, please don’t hesitate to notify us. Above all please enjoy the presentation and the data, insights and analysis that have been provided. Should you have any questions, queries, comments, suggestions and criticism about the presentation please don’t hesitate to make contact.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 3
  • 4. PRESENTATION COLLABORATORS With almost 8 years of experience in the mobile telecoms space in Africa with Starfish Mobile JONATHAN HOEHLER International Inc, Jonathan has been exposed to many the possibilities that are present in mobile telecoms in Africa. Having started at Starfish Mobile in early 2004, Jonathan has moved from the mobile content department through to the position of Head of Operations in 2006. In 2008, Jonathan was appointed to the position of Chief Technical officer of Starfish Mobile International. Now in 2012 with the added role of business development at Starfish Mobile, Jonathan is exploring new business and revenue generating opportunities across the African Continent. With in-country experience in Nigeria, Ghana, Uganda, Tanzania, and Congo DRC to name but a few, Jonathan and the Starfish Mobile team are uniquely positioned to execute the opportunities in the continent that range from traditional SMS Mobile Marketing and Content Services through to mobile portals, applications, @JONHOEHLER ecosystems, and advertising. Jonathan is also a committee member of the Johannesburg chapter of Mobile Mobile ANDREW McHENRY Presently consulting for some hot companies namely Arbalest and Rorotika in the Telco space involved in strategic projects focusing on the “African Mobile” explosion. In addition to other top-secret projects to be share as they advance ;-) Also a committee member of the Johannesburg chapter of Mobile Monday For three years spearheaded the launch of Garmap Mobile and prior to that I was employed for five years working at Leaf International Communication, having spent two years heading up Leaf’s African expansion, selling to mobile operators and partners in sub-Saharan African. Before I took on the African expansion role I was Leaf’s executive account manager on the MTN account looking after the www.mtnloaded.co.za (now www.mtnplay.co.za) portal. With twenty years experience in the information technology industry, spanning software, hardware and @ANDREWMCHENRY custom application development. Having held positions of sales and marketing manager for Packard Bell NEC South Africa, and spearheaded the launching of NEC Direct. Before joining NEC I was a founding member of Aqua Online with the position marketing manager.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 4
  • 5. WHEN EVALUATING SMARTPHONES AS AS WHOLE, THE IMPORTANT INDUSTRY FACETS THAT SHOULD BE CONSIDERED WHEN PAINTING A PICTURE OF THE SIZE AND SCOPE OF THE UNIVERSE INCLUDE THE FOLLOWING: OEMS AND SMARTPHONES MOBILE HANDSET MANUFACTURER ANALYSIS, SMARTPHONE SALES AND MARKET SHARES MOBILE DATA AND VIDEO MOBILE DATA NETWORK AND VIDEO USAGE BY CONNECTED DEVICES MOBILE INTERNET USAGE MOBILE INTERNET USAGE ON CONNECTED DEVICESTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 5
  • 6. "Why do people buy phones? People buy phones because its a lifestyle. So you have to create the applications to make your phone useable," Brett St.Clair Head of News Products and Services Sub-Saharan Africa Google Twitter: @brett_stclairTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 6
  • 7. MOBILE TELECOMS BIG PICTURE 5.9 BILLION The estimated number of mobile subscriptions worldwide in 2011. 12 % The smartphone share of all mobile handsets in use worldwide. 78 % The % of worldwide mobile data traffic that is consumed by smartphones. Number of mobile devices sold to end users in 2011, an 1.7 BILLION increase of almost 12% compared to the year before 27 % The % of worldwide mobile devices sold that were smartphones in 2011 486 MILLION Number of smartphones sold worldwide in 2011. 982 MILLION Estimated number of smartphones to be sold in 2015. The number of people worldwide who have a mobile phone but that do not 50 MILLION have electricity at home. In other words, mobile access has further reach than electricity.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 7
  • 8. GLOBAL MOBILE HANDSET VENDORSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 8
  • 9. MOBILE HANDSET MANUFACTURERS (OEM)REVENUE SHARES OF EIGHT MOBILE PHONE VENDORS Source: Horace Dediu IN TERMS OF REVENUES, APPLE HAD 39% TO SAMSUNG’S 25%. THIRD WAS NOKIA WITH 12.6% AND FOURTH RIM AT 8%. HTC ONLY MANAGED 5.5%, MOTOROLA 4%, LG 3.3% AND SONY ERICSSON 2.7%.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 9
  • 10. MOBILE HANDSET MANUFACTURERS (OEM)MOBILE PHONE OPERATING PROFIT RANKING Source: Horace Dediu APPLE RETAINED ITS TOP RANK IN PROFITABILITYTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 10
  • 11. MOBILE HANDSET MANUFACTURERS (OEM)MOBILE PHONE REVENUE RANKING Source: Horace Dediu APPLE REGAINED THE TOP SPOT IN MOBILE PHONE REVENUESTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 11
  • 12. MOBILE HANDSET MANUFACTURERS (OEM)PROFIT SHARES OF EIGHT MOBILE PHONE VENDORS APPLE AND SAMSUNG COMBINED FOR ABOUT 91% OF PROFITS Source: Horace Dediu WITH RIM THIRD AT 3.7%, HTC FOURTH AT 3.0% AND NOKIA LAST AT 1.8% OF A $15 BILLION TOTAL FOR Q4 2011.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 12
  • 13. THE HANDSET UNIVERSETHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 13
  • 14. GLOBAL SMARTPHONE UNIT SALES STATISTICS FOR 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 14
  • 15. GLOBAL SMARTPHONE UNIT SALES STATISTICS FOR 2011 486 MIL 63% 279% TOTAL SMARTPHONES INCREASE IN SAMSUNG’S SOLD DURING 2011 SMARTPHONE SALES SMARTPHONE ACROSS ALL OEMS 2010 TO 2011 SALES INCREASE Y/Y 23% 19% 2X NOKIA’S SMARTPHONE APPLE’S SMARTPHONE THE ANDROID UNIVERSE SALES DECREASE (Y/Y) SALES MARKET SHARE IN COMPARED TO THE RIM 2011 UNIVERSETHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 15
  • 16. GLOBAL SMARTPHONE STATISTICS2010 TO 2011 FULL YEAR DEVICE SALES UP UP UP UP UP UP 182% 233% 300% 36% 243% 80% UP UP DOWN UP UP 96% 279% 23% 9% 81% Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 16
  • 17. GLOBAL SMARTPHONE STATISTICSYEAR ON YEAR (Y/Y) UNIT SHIPMENT % CHANGE, 2010 TO 2011 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 17
  • 18. GLOBAL SMARTPHONE STATISTICSHANDSET MARKET SHARE (PERCENTAGE) 2010 TO 2011 (Y/Y SALES) UP UP UP UP UP UP 2,3% 2,4% 2,6% 0,8% 1,3% 0,5% UP UP DOWN DOWN UP 3,2% 10,7% 17,8% 5,3% 0,9% Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 18
  • 19. GLOBAL SMARTPHONE STATISTICSHANDSET MARKET SHARE, DEVICE SALES DURING 2011 (PERCENTAGE) Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 19
  • 20. iPHONE SHARE OF ALL PHONE UNITS,REVENUES AND PROFITS Source: Horace DediuTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 20
  • 21. SAMSUNG’S SALES GROWTH FOR MOBILE PHONES1988 THROUGH TO 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 21
  • 22. GLOBAL SMARTPHONE STATISTICSHANDSET UNIT SALES 2010 TO 2011 - SOURCE DATA RANK 2011 UNIT 2010 UNIT Y-ON-Y 2011 UNIT 2010 UNIT SALES MARKET SHARE BRAND MARKET MARKET CHANGE 2011 2010 SALES (Million) (Million) CHANGE SHARE SHARE (PERCENTAGE) 1 3 APPLE 93,1 19,10% 47,5 15,90% 3,20% 96,00% 2 5 SAMSUNG 90,9 18,70% 24,0 8,00% 10,70% 278,75% 3 1 NOKIA 77,3 15,90% 100,3 33,70% -17,80% -22,93% 4 2 RIM 52,5 10,80% 48,0 16,10% -5,30% 9,38% 5 4 HTC 44,6 9,20% 24,6 8,30% 0,90% 81,30% 6 7 SONY 26,8 5,50% 9,5 3,20% 2,30% 182,11% 7 8 LG 23,3 4,80% 7,0 2,40% 2,40% 232,86% 8 - HUAWEI 20,0 4,10% 5,0 1,50% 2,60% 300,00% 9 6 MOTOROLA 18,6 3,80% 13,7 4,60% -0,80% 35,77% 10 - ZTE 12,0 2,50% 3,5 1,20% 1,30% 242,86% - OTHER 26,5 5,60% 14,7 5,10% 0,50% 80,27% TOTAL 485,6 100,00% 297,8 100,00% - 63,06 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 22
  • 23. MOBILE OPERATING SYSTEMSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 23
  • 24. GLOBAL SMARTPHONE MOBILE OPERATING SYSTEMS SALES STATISTICS FOR 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 24
  • 25. GLOBAL SMARTPHONE OPERATING SYSTEMS SALES STATISTICS FOR 2011 208 MIL 30% 1/9 TOTAL ANDROID DECREASE IN SYMBIAN BLACKBERRY OS SMARTPHONES SOLD SMARTPHONE SALES SMARTPHONE DURING 2011 FROM 2010 TO 2011 SALES DURING 2011 94% 43% 2X APPLE iPHONE OS ANDROID’S MOBILE OS THE ANDROID UNIVERSE SALES INCREASE SALES MARKET SHARE IN COMPARED TO THE IOS Y/Y (2010 TO 2011) 2011 UNIVERSETHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 25
  • 26. GLOBAL SMARTPHONE STATISTICS2010 TO 2011 OPERATING SYSTEM FULL YEAR DEVICE SALES UP 110% UP UP UP 200% 150% 64% UP UP DOWN UP 285% 94% 30% 9% Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 26
  • 27. GLOBAL SMARTPHONE STATISTICSYEAR ON YEAR (Y/Y) OPERATING SYSTEM UNIT SHIPMENT % CHANGE, 2010 TO 2011 Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 27
  • 28. GLOBAL SMARTPHONE STATISTICSOPERATING SYSTEM MARKET SHARE (PERCENTAGE) 2010 TO 2011 (Y/Y SALES) UP 2% UP UP DOWN 1% 1% 3% UP UP DOWN DOWN 25% 3% 22% 5% Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 28
  • 29. GLOBAL SMARTPHONE STATISTICSOPERATING SYSTEM MARKET SHARE, DEVICE SALES DURING 2011 (PERCENTAGE) Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 29
  • 30. GLOBAL SMARTPHONE STATISTICSOPERATING SYSTEM UNIT SALES 2010 TO 2011 - SOURCE DATA RANK 2011 UNIT 2010 UNIT Y-ON-Y 2011 UNIT 2010 UNIT SALES MARKET SHARE OS MARKET MARKET CHANGE 2011 2010 SALES (Million) (Million) CHANGE SHARE SHARE (PERCENTAGE) 1 2 ANDROID 208,0 43% 54,0 18% 24,70% 285,19% 2 4 IOS 93,0 19% 48,0 16% 3,03% 93,75% 3 1 SYMBIAN 81,0 17% 116,0 39% -22,27% -30,17% 4 3 BLACKBERRY 52,0 11% 48,0 16% -5,41% 8,33% 5 7 BADA * 9,0 2% 3,0 1% 0,85% 200,00% 6 8 WINDOWS PHONE 5,0 1% 2,0 1% 0,36% 150,00% WINDOWS 7 5 4,0 1% 11,0 4% -2,87% -63,64% MOBILE - OTHER 33,6 7% 16,0 5% 1,55% 110,00% TOTAL 485,6 100,00% 297,8 100,07% - 63,06% Source: Tomi Ahonen Almanac 2012 * - the two operating systems, bada by Samsung and Windows Phone by Microsoft were launched at the end of 2010, so the full year-to-year comparison is not valid. See analysis below by each brand of smartphone OSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 30
  • 31. GLOBAL SMARTPHONE INSTALLED BASE STATISTICS FOR 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 31
  • 32. GLOBAL SMARTPHONE INSTALLED BASED STATISTICS FOR 2011 908 MIL 35% 149 MIL TOTAL USER INSTALLED SYMBIANS MARKET APPLE IPHONE BASE OF SMARTPHONES SHARE OF TOTAL INSTALLED BASED BY THE END OF 2011 INSTALLED BASE OF SMARTPHONES 305% 30% 1/6 ANDROID OPERATING INCREASE IN PHONES BEING USED SYSTEM INSTALLED BASE SMARTPHONE INSTALLED GLOBALLY ARE (Y/Y CHANGE) BASED - 2010 TO 2011 SMARTPHONESTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 32
  • 33. GLOBAL SMARTPHONE STATISTICS2011 OPERATING SYSTEM INSTALLED BASE DOWN UP 24% 305% DOWN 48% UP UP 333% 250% DOWN UP UP 9% 94% 12% Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 33
  • 34. GLOBAL SMARTPHONE STATISTICS2011 OPERATING SYSTEM INSTALLED BASE (Y/Y CHANGE, PERCENTAGE) Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 34
  • 35. GLOBAL SMARTPHONE STATISTICS2011 OPERATING SYSTEM INSTALLED BASE MARKET SHARE (PERCENTAGE) DOWN UP 4% 18% DOWN 5% UP UP 1% 1% DOWN UP DOWN 14% 5% 2% Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 35
  • 36. GLOBAL SMARTPHONE STATISTICS2011 OPERATING SYSTEM INSTALLED BASE MARKET SHARE Source: Tomi Ahonen Almanac 2012 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 36
  • 37. GLOBAL SMARTPHONE STATISTICS2011 OPERATING SYSTEM INSTALLED BASE – SOURCE DATA RANK 2011 INSTALLED 2010 INSTALLED 2011 BASE 2010 BASE BASE MARKET Y-ON-Y CHANGE OS INSTALLED BASE BASE MARKET BASE MARKET 2011 2010 (Million) (Million) SHARE CHANGE (PERCENTAGE) SHARE SHARE 1 1 SYMBIAN 314,0 35% 346,0 49% -14,85% -9,25 2 4 ANDROID 247,0 27% 61,0 9% 18,49% 304,92 3 3 IOS 149,0 16% 77,0 11% 5,41% 93,51 4 2 BLACKBERRY 106,0 12% 95,0 14% -1,90% 11,58 5 5 WINDOWS MOBILE 20,0 2% 48,0 7% -4,65% -58,33 6 7 BADA 13,0 1% 3,0 0% 1,00% 333,33 7 8 WINDOWS PHONE 7,0 1% 2,0 0% 0,49% 250,00 - OTHER 52,0 6% 68,0 10% -3,99% -23,53 TOTAL 908,0 100,00% 700,0 100,00% - 29,71 Source: Tomi Ahonen Almanac 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 37
  • 38. GLOBAL MOBILE DEVICE STATISTICS ACROSS ALL TYPES AND MAKES IN 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 38
  • 39. GLOBAL MOBILE DEVICE STATISTICS (ACROSS ALL TYPES, MAKES) 2011 1,77 BIL 5.1% 422 MIL MOBILE DEVICE SALES NOKIA’S MOBILE DEVICE NOKIA MOBILE DEVICE TO END USERS DURING (ALL TYPES, MAKES) SALES TO END USERS 2011 MARKET SHARE CHANGE DURING 2011 (2010 TO 2011) 92% 5.0% 27% APPLES MOBILE DEVICE APPLE’S MOBILE DEVICE OF ALL PHONES SOLD UNIT SALES CHANGE MARKET SHARE IN 2011 WERE SMARTPHONES (2010 TO 2011)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 39
  • 40. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE (ALL TYPES, MAKES) SALES TO END USERS IN 2011 Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 40
  • 41. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011 Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 41
  • 42. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011 Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 42
  • 43. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE CHANGE (2010 TO 2011) Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 43
  • 44. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE (ALL TYPES, MAKES) UNIT SALES CHANGE (2010 TO 2011) Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 44
  • 45. GLOBAL MOBILE DEVICE STATISTICSMOBILE DEVICE SALES TO END USERS – SOURCE DATA RANK 2011 2010 MARKET SHARE Y-ON-Y UNIT 2011 2010 UNIT COMPANY MARKET MARKET CHANGE (Y/Y, SALES 2011 2010 UNIT SALES SALES SHARE SHARE 2010 TO 2011) CHANGE (%) 1 1 NOKIA 422 478 300 23,80% 461 318 200 28,90% -5,10% -8,42% 2 2 SAMSUNG 313 904 200 17,70% 281 065 800 17,60% 0,10% 11,68% 3 5 APPLE 89 263 200 5,00% 46 598 300 2,90% 2,10% 91,56% 4 3 LG 86 370 900 4,90% 114 154 600 7,10% -2,20% -24,34% 5 8 ZTE 56 881 800 3,20% 29 686 000 1,90% 1,30% 91,61% 6 4 RIM 51 541 900 2,90% 49 651 600 3,10% -0,20% 3,81% 7 9 HTC 43 266 900 2,40% 24 688 400 1,50% 0,90% 75,25% 8 10 HUAWEI 40 663 400 2,30% 23 814 700 1,50% 0,80% 70,75% 9 7 MOTOROLA 40 269 000 2,30% 38 553 700 2,40% -0,10% 4,45% 10 6 SONY ERICSSON 32 597 500 1,80% 41 819 200 2,60% -0,80% -22,05% - - OTHERS 597 326 900 33,70% 485 452 000 30,40% 3,30% 23,05% TOTAL 1 774 564 000 100,00% 1 596 802 500 100,00% - 11,13 Source: Gartner (February 2012)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 45
  • 46. THE GROWTH OF SMARTPHONES IN AFRICATHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 46
  • 47. SMARTPHONE SHIPMENTS ARE GROWING ACROSS AFRICA EMEA SMARTPHONE MARKET Q4 2011, REGIONAL GROWTH RATES AND PERCENTAGE OF MOBILE PHONES • 3.4 million units • Y-o-Y: 101.9% • Q-o-Q: 42.1% • 10.8% of mobile phones Source: Canalys estimates, Smart Phone Analysis, February 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 47
  • 48. SMARTPHONE SHIPMENTS ACROSS EUROPE, MIDDLE EAST AND AFRICA Western Europe EMEA SMART PHONE SHIPMENTS Middle East Q4 2010: 38.8 MILLION UNITSUnits (millions) Central & Eastern Europe Q4 2011: 49.9 MILLION UNITS Growth 50 Africa GROWTH: 28.7% 120% Growth 45 100% 40 35 80% 30 25 60% 20 40% 15 10 20% 5 0 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Canalys estimates, Smart Phone Analysis, February 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 48
  • 49. 101.9% growth SMARTPHONE SHIPMENT Q4 2011/Q4 2010 GROWTH ACROSS AFRICA 92.6% growth 2011/2010 EGYPT SHIPMENTS Q4 smart phones: 310.4k 2011 smart phones: 846.1k Chad NIGERIA SHIPMENTS KENYA SHIPMENTS Q4 smart phones: 262.6k Q4 smart phones: 235.9k 2011 smart phones: 703.3k 2011 smart phones: 736.5k SOUTH AFRICA SHIPMENTS Q4 smart phones: 1.5m AFRICA SHIPMENTS 2011 smart phones: 5.0m Q4 smart phones: 3.4m 2011 smart phones: 10.0mSource: Canalys estimates, Smart Phone Analysis, Feb 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 49
  • 50. THE GROWTH OF MOBILE DATA AND VIDEO ON MOBILE PHONESTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 50
  • 51. MOBILE DATA, THE NUMBERS 104% 133% 8X THE MIDDLE EAST AND AFRICA IN 2011 GLOBAL MOBILE 2011 MOBILE DATA TRAFFIC WILL HAVE THE STRONGEST DATA TRAFFIC IS ESTIMATED WAS EIGHT TIMES THE SIZE MOBILE DATA TRAFFIC TO BE HAVE GROWN 133% OF THE ENTIRE GLOBAL GROWTH OF ANY REGION AT INTERNET IN 2000. 104 PERCENT CAGR BY 2016 66% 24% 10 EXABYTES GLOBAL MOBILE DATA GLOBALLY, THE AVERAGE THE TOP 1 PERCENT OF TRAFFIC WILL INCREASE 18- MOBILE NETWORK MOBILE DATA SUBSCRIBERS FOLD BETWEEN 2011 AND DOWNSTREAM SPEED GENERATE 24 PERCENT OF 2016, REACHING 10.8 IN 2011 WAS 315 KBPS MOBILE DATA TRAFFIC EXABYTES PER MONTH BY 2016. SOURCE: CISCO VNI 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 51
  • 52. GLOBAL MOBILE DATA TRAFFICFORECAST BY REGION (2011 TO 2015) The Asia Pacific / Western Europe regions will account for over half of global mobile traffic by 2016. “Middle East and Africa will experience the highest CAGR of 104 percent, increasing 36-fold over the forecast period”THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 52
  • 53. PORTABLE DEVICES LIKE LAPTOPS AND SMARTPHONESLEAD GLOBAL MOBILE DATA TRAFFIC GROWTHTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 53
  • 54. A SUMMARY OF PER DEVICE USAGEGROWTH (MB PER MONTH) 2010 TO 2016 GROWTH OF TABLET USAGE The number of mobile-connected tablets tripled last year to 34 million, each generating 3.4 times more traffic than the average smartphone (517 MB/month vs. 150 MB/month for smartphones). By 2016, tablets will be 10% of global mobile data traffic. By 2016, mobile-connected tablets will generate almost as much traffic as the entire global mobile network does in 2012, 1.1 exabytes per month. (The global network will reach 1.3 exabytes/month next year)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 54
  • 55. MOBILE VIDEO USAGE 52 % 2/3’s 25 FOLD MOBILE VIDEO TRAFFIC TWO-THIRDS (70%) OF MOBILE VIDEO WILL WAS 52 PERCENT OF ALL THE WORLDS MOBILE INCREASE 25-FOLD TRAFFIC AT THE END OF DATA TRAFFIC WILL BE BETWEEN 2011 AND 2011. VIDEO BY 2016. 2016 308 TB 7,6 EB 2 YEARS A USER WITH AN 8 GB THE AMOUNT OF MOBILE THE AMOUNT OF MOBILE SMARTPHONE WHO STREAMS VIDEO USED PER MONTH VIDEO USED PER MONTH CLOUD VIDEO AND MUSIC WILL CONSUME MORE CONTENT AT THE END OF 2011 AT THE END OF 2016 OVER THE COURSE OF 2 YEARS (TERABYLES) (EXABYTES) THAN CAN BE STORED ON THE DEVICE ITSELF. SOURCE: CISCO VNI 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 55
  • 56. MOBILE VIDEO WILL GENERATE OVER 70%OF MOBILE DATA TRAFFIC BY 2016 The mobile web’s growth, and its unending need for more data, more connectivity and more bandwidth, shows no signs of slowing. Due to the increases in connectivity and phones capable of video viewing. By 2016, video will be over 70% of traffic.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 56
  • 57. CLOUD MEDIA APPLICATIONS MULTIPLYSMARTPHONE TRAFFIC A user with an 8 GB smartphone who streams cloud video and music will consume more content over the course of 2 years than can be stored on the device itself. Globally, cloud applications will account for 71 percent (7.6 exabytes per month) of total mobile data traffic in 2016, compared to 45 percent (269 petabytes per month) at the end of 2011.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 57
  • 58. SMARTPHONE MOBILE OPERATING SYSTEMS WILLCONTINUE TO CONSUME MORE AND MORE MOBILE DATA Today, Android devices’ data consumption is 29% higher than Apple devices in terms of megabytes used per month per connection. Observations Based on a Case Study on the Initial Impact of Tiered Pricing on Mobile Data UsageTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 58
  • 59. SMARTPHONE DATA USAGE 3X 82% 2,6GB AVERAGE AMOUNT OF SMARTPHONES REPRESENT THE AVERAGE SMARTPHONE TRAFFIC PER SMARTPHONE ONLY 12 PERCENT OF TOTAL WILL GENERATE 2.6 GB OF IN 2011 WAS 150 MB PER GLOBAL HANDSETS IN USE TRAFFIC PER MONTH IN TODAY, BUT THEY REPRESENT MONTH, UP FROM 55 MB OVER 82 PERCENT OF TOTAL 2016 PER MONTH IN 2010. GLOBAL HANDSET TRAFFIC. 1344 kbps 100 MIL 35X THE AVERAGE MOBILE OVER 100 MILLION NETWORK CONNECTION SMARTPHONE USERS WILL A SINGLE SMARTPHONE SPEED FOR SMARTPHONES BELONG TO THE "GIGABYTE CAN GENERATE AS MUCH IN 2011 WAS 1344 KBPS, UP CLUB" (OVER 1 GB PER TRAFFIC AS 35 BASIC- FROM 968 KBPS IN 2010. MONTH) BY 2012. FEATURE PHONES SOURCE: CISCO VNI MOBILE 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 59
  • 60. HIGH-END DEVICES SIGNIFICANTLYMULTIPLY TRAFFIC A single smartphone can generate as much traffic as 35 basic-feature phones; A tablet as much traffic as much as 121 basic-feature phones; And a single laptop can generate as much traffic as 498 basic-feature phones.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 60
  • 61. FEATURE PHONE VS SMARTPHONE AVERAGE MOBILE DATA USAGE 35X MORE MOBILE DATA The typical basic-feature The typical smartphone cell phone generates on generates on average average 4.3 MB per 150 MB per month of month of mobile data mobile data traffic traffic. SOURCE: CISCO VNI MOBILE 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 61
  • 62. FEATURE PHONE VS SMARTPHONE AFRICA’S POWER MOBILE USERS Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/ Date: Jan 2012THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 62
  • 63. MOBILE INTERNET USAGEPROPORTION OF GLOBAL WEB PAGEVIEWS FROM MOBILE DEVICES,BY REGION, IN JAN 2011 AND JAN 2012 ACROSS ALL REGIONS, AFRICA HAS SEEN THE BIGGEST INCREASE WITH ALMOST 13% GROWTH IN MOBILE INTERNET PAGEVIEWS Source: GS Stats Counter GLOBALLY MOBILE INTERNET PAGEVIEWS ACCOUNTS FOR 8.5% OF ALL GLOBAL WEB PAGEVIEWSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 63
  • 64. MOBILE INTERNET USAGETOP MOBILE OPERATING SYSTEM FOR PAGEVIEW,BY REGION, IN JAN 2012 THE USE OF SYMBIAN OS (MOSTLY NOKIA DEVICES) DOMINATES MOBILE INTERNET PAGE VIEWS IN AFRICA Source: GS Stats CounterTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 64
  • 65. MOBILE INTERNET USAGETOP 3 MOBILE OPERATING SYSTEMS FOR PAGE VIEWSAFRICA VS GLOBAL IN JANUARY 2012 SYMBIAN SAMSUNG ANDROID OTHERS SYMBIAN IOS ANDROID OTHERS Source: GS Stats CounterTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 65
  • 66. SMARTPHONE PENETRATION AND USAGE OBSERVATIONS (VIA: OUR MOBILE PLANET AND TOMI AHONEN)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 66
  • 67. www.ourmobileplanet.com Our Mobile Planet is a global effort conducted in partnership by Google, Ipsos and the MMA (Mobile Marketing Association) to get insights about the mobile user and its mobile usage. To better understand the mobile usage, the OurMobilePlanet site provides deep dives into the search, video, social and email behaviour, as well as mobile research and purchase intentions. The graph below is an example of the data that can be downloaded from OurMobilePlanet based on the survey data.THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 67
  • 68. SMARTPHONE COUNTRY COMPARISON BASED ON ANALYSIS BY TOMI AHONEN RANK COUNTRY POPULATION SUBSCRIPTIONS SMARTPHONES MIGRATION RATE PER CAPITA 4 AUSTRALIA 21,6 MIL 29,8 MIL 10,2 MIL 34% 47% 6 ISRAEL *** 7,0 MIL 11,0 MIL 3,1 MIL 28% 44% 11 UK 62,1 MIL 82,4 MIL 25,0 MIL 30% 40% 16 GREECE ** 11,2 MIL 15,6 MIL 3,9 MIL 25% 35% 28 RUSSIA ** 140 MIL 234,4 MIL 25,0 MIL 11% 18% 29 SOUTH AFRICA 50,6 MIL 58,8 MIL 8,7 MIL 15% 17% 36 TURKEY 76,0 MIL 66,3 MIL 8,3 MIL 13% 11% 38 INDONESIA **** 229,0 MIL 212 MIL 18,1 MIL 9% 8% 42 INDIA ** 1220,0 MIL 973 MIL 33,2 MIL 3% 3% Source: TomiAhonen Consulting Analysis December 2011, based on raw data from Google/Ipsos, the Netsize Guide/Informa, and TomiAhonen Almanac 2011 reported data. (http://communities-dominate.blogs.com/brands/2011/12/smartphone-penetration- rates-by-country-we-have-good-data-finally.html)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 68
  • 69. INTERESTING SOURCES AND RANDOM OBSERVATIONS ON SMARTPHONESTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 69
  • 70. VODACOM SOUTH AFRICAiPHONE, ANDROID AND BLACKBERRY STATS (JAN 2012) 291,616 1,992,779 Active Devices Active Devices 296,978 Active Devices AVERAGE DATA USAGE PER MONTH iOS: 219MB/month BlackBerry: 169MB/month Android: 153MB/month Date: NOV 2011 SOURCE: http://mybroadband.co.za/news/cellular/41777- blackberry-vs-android-vs-apple-ios.htmlTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 70
  • 71. ANDROID VS IPHONE SHIPMENTSTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 71
  • 72. GLOBAL CONNECTED DEVICES SHIPMENTS Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/ Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 72
  • 73. SMARTPHONES SURPASSED FEATURE PHONE SHIPMENTS IN W. EUROPE (Q2:10) / USA (Q1:11) Source: Mary Meeker – Internet Trends Presentation – 18 October 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 73
  • 74. GLOBAL SMARTPHONE VS. MOBILE PHONE SUBSCRIBERS, 2011E Source: Mary Meeker – Internet Trends Presentation – 18 October 2011THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 74
  • 75. GLOBAL SMARTPHONE PENETRATION AT 27% MOBILE HANDSET MANUFACTURER VS. PLATFORM MARKET SHARE (H1 2011)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 75
  • 76. THE DIGITAL DIVIDE (PER CAPITA) Source: Tomi Ahonen (Almanac 2011)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 76
  • 77. By 2013, mobile phones will overtake PC’s as the most common web access device worldwide (Source: Merrill Lynch)THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 77
  • 78. For further information and insights into Smartphones and mobile devices, feel free to make contact: JONATHAN HOEHLER ANDREW McHENRY EMAIL: Jonathan@starfishmobile.com EMAIL: andrewmchenry65@gmail.com TWITTER: @JonHoehler TWITTER: @andrewmchenry SKYPE: jonhoehler SKYPE: andrewmchenry1 MOBILE: +27 (0) 83 712 2534 MOBILE: +27 (0) 78 613 7090 BLOG: jonhoehler.posterous.comTHE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 78