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Fresh Digital Group: Mobile Marketplace Statistics
1. Fresh Digital Group
Mobile Marketplace Statistics
WE STRATEGIZE. WE EXECUTE. WE DELIVER. ALL THINGS MOBILE.
2. Full Service
Innovation Partner
Fresh Digital is a diverse group of
creators, innovators, and developers
who cohesively specialize in
understanding your vision and executing
solutions that enhance the digital life of
your products.
Fresh Digital Group
3. Mobile Trends for 2011
1. Total Global Subscriptions to hit 6 Billion 8. Mobile Data Traffic will be 95% of the global mobile
• India and China racing to a billion a piece traffic by 2015
2. Total Global Mobile Revenue to hit $1.3 • Many countries are facing spectrum exhaust in
Trillion, almost 2% of Global GDP the next 5 years
• Top 10 operators control 43% of the global 9. Connected device segment is growing at the fastest
mobile revenues pace
3. Total Global Mobile Data Revenue to eclipse $300 • Operators will have to quickly adapt their
Billion strategies to stay relevant in this segment
• Non-messaging data now owns 53% of the 10. Several multi-billion dollar opportunity segments are
global mobile data revenue emerging
4. Mobile Device are now exceeding traditional • Mobile Advertising, Mobile Commerce, Mobile
computers in unit sales + revenue Wellness, Mobile Games, and Mobile Cloud
• Majority of the device sales in the US are now Computing to name a few
smartphones. Device Replacement is shrinking 11. Mobile Ecosystem has become very dynamic and
5. Mobile Broadband (4G) is being deployed at a faster unpredictable
rate than previous generations • Apple, Google, Amazon, and Facebook have
• Over 1 Billion broadband connections by 2011 become the most important revenue generating
6. Global Mobile Apps revenue has shifted to off-deck mobile platforms
• The decline is directly proportional to the 12. There will be more changes in the next 10 years than in
increase in smartphones penetration by region the previous 100
7. All major markets are consolidating with the top 3 • The value chains will be disrupting every 12-24
players at 85% of the market months by the new players and business models
• Regulators will have to be more prudent and 13. Intellectual Property has become a key component of
proactive about managing competitiveness and long-term product strategy
growth • Top 20 control 1/3rd of the overall mobile patent
pool
Fresh Digital Group
6. Mobile Strategy & Advertising
Marketers who
are trying to
reach large
amounts of
consumers on a
national level are
the ones who are
actively
integrating mobile
strategy as a key
component to
their advertising
campaign.
Fresh Digital Group
10. Mobile Apps and Services
MOBILE IS FUNDAMENTALLY RESHAPING how we as
consumers spend from housing and healthcare to
entertainment and travel, from food and drinks to
communication and transportation. Mobile not only influences
purchase behavior but also post purchase opinions. When the
share button is literally a second away, consumers are
willingly sharing more information than ever before. Mobile is
thus helping close the nirvana gap for brands and advertisers
who seek to connect advertising to actual transactions. The
long-term battle is however for owning the context of the
users. Having the best knowledge about the user to help drive
the transaction is the simply the most valuable currency of
commerce.
Fresh Digital Group
11. What to expect in 2H 2011:
• More Tiering, faster pace of change of plans. More options, family data plans
• Cost reduction is as important as revenue generation. More players will align their value-chains
and cost structures
• Radios will start connecting the digital world with the physical world with significant disruption
opportunity
• Mobile Payment Networks will remain intact for the near future as the ecosystem largely focuses
on building value on top of the existing exchange platforms
• The intersection of Social, Location, Identity, and Gaming is creating new opportunities
• With connectivity becoming pervasive, mobile will fundamentally start to alter the legacy
infrastructure –retail, health, education, energy, computing, travel, entertainment
• Significant tablet adoption in the enterprise directly impacting the traditional computer
manufacturers
• Both HTML5 and Apps will continue to grow, the relevancy to any given application will depend
on the reach and economics requirements
• Mobile data growth will double again in 2011. Significant opportunities in managed and
understanding of mobile data growth
• Regulators will need to evolve to keep up with the trend to keep their nation globally competitive
• IP will continue to surface as a key product strategy tool for players in the ecosystem
• Significant progress in emerging areas like mHealth, mPayments will come from the developed
world while the western countries get mired in regulatory and legacy mess
Fresh Digital Group
15. Smartphone Market Share
According to Neilson‘s Q2
smartphone market share
data for the U.S.report -
Android finds itself atop the
list again with 39% of the
market. IOS remains in the
No. 2 spot with 28% and
RIM slid to 20% in the
second quarter. Windows
Mobile and Windows
Phone combined to take
9% of the
market, while webOS and
Palm OS combined to
account for just 2% of the
market. Nokia‘s Symbian
OS also held a 2% share in
the June quarter.
Fresh Digital Group
24. Two Dominant Platforms for Mobile
550,000 new 367,000 new
devices per day devices per day
200M Installed Base 250M Installed Base
Android and Apple platforms deliver key monetization
differences
Fresh Digital Group Sources: Google, Apple, Flurry
25. iPhone vs. Android: Session Length
Productivity
Books
Games
Social Networking
News
Education
iPhone
HealthCare & Fitness Android
Business
Entertainment
Lifestyle
Sports
Finance
0 1 2 3 4 5 6 7 8
Fresh Digital Group Average Session Length, Minutes, April 1 -15
Source: Flurry Analytics
26. iPhone vs. Android: Use Frequency
Social Networking
Sports
Books
Games
Music
News
Entertainment iPhone
Android
Lifestyle
HealthCare & Fitness
Productivity
Education
Business
Finance
0 2 4 6 8 10 12 14
Fresh Digital Group Number of Sessions per User, April 1 -15
Source: Flurry Analytics
27. iPhone vs. Android: Retention
Sports
Social Networking
Games
News
Entertainment
Lifestyle
HealthCare & Fitness iPhone
Android
Productivity
Finance
Music
Education
Business
Books
0% 10% 20% 30% 40% 50% 60% 70% 80%
Fresh Digital Group % Retained, April 1 -15
Source: Flurry Analytics
29. Executing Your Mobile Strategy
Developing a Brand-Appropriate Approach to App and Mobile Web
• Who is your core
consumer and how
mobile are they?
• What are they
currently doing in
mobile?
• What will they be
doing soon?
Fresh Digital Group
30. American Cell Phone Usage
"Consumers will
continue to value
mobile device
design and
functionality, but the
quality and
availability of
certain apps will
progressively
influence their
buying decisions.
By building on their
strengths, operators
can capture more of
the market, while
delivering a better
customer
experience."
Fresh Digital Group
32. Mobile Media Users are Nearing a Majority
• 43.9% of US Mobile Phone Owners Browse the Mobile
Internet, Use Applications or Download Content (Mobile Media
Users)
• 107 Million Monthly Mobile Media Users +24% YoY
Fresh Digital Group
33. App Marketplace
Mobile
5%
Traditional Online
Media 22%
17%
• 500M Apps in
the Market already
Retail & Native
CPG iPhone
17% 20%
Traditional
Gaming
19%
Fresh Digital Group Source: Flurry Analytics
34. App Marketplace
• Older adults show interest in
mobile media.
Fresh Digital Group
35. App Stores
App Stores are a control point for:
• Discoveryof applications
– access to app discovery as a control point –as a gateway to
affiliate, matchmaker and curator business models
• Distributionof applications
– e.g distribution and delivery of apps as a control point - e.g. Android
uses Market to enforce compliance requirements on handsets
• Monetizationof applications
– an opportunity to extract a commission in the form of revenue share for
paid apps and in-app purchases
• Exit barriers for users
– app stores create ‗sticky gardens‘; if users churn they lose their apps
• Consumer insights
– an opportunity to optimize device and service targeting
Fresh Digital Group
37. Mobile Apps – New Business Opportunities
In a recent survey, 72% of
responding organizations
stated they will deploy 1-5
mobile apps in the upcoming
year. 18% said 6-10.
-MicroStrategy
Mobile transaction
volumes will rise from
$1.6B in 2010 to
almost $12B in 2014.
Gartner
More firms are turning to apps to
enhance the way customers interact
with their products and services —
and even boost their bottom lines.
-Wall Street Journal
Fresh Digital Group
38. Increasing Personalization
While few companies currently offer personalization, there is strong interest
for future use.
It will be used to increase customer loyalty and to cross sell/up sell.
Fresh Digital Group
43. Facebook and Google Leading in Market Share
• Mobile social is the standout category
Fresh Digital Group
44. Social Activity Advertising
• Filling A Gap Between Search & Display
• Outperforming Banners & Rich Media Advertising
Fresh Digital Group
45. Mobile Apps – Top Challenges
Creating rich mobile applications in a
fragmented technological landscape
Connecting the enterprise back-end services in
a secure and scalable manner
Controlling the growing portfolio of applications
deployed ―in the wild‖.
Fresh Digital Group
48. Mobile Advertising
Key hurdles that marketers say are keeping them
from making large mobile ad buys:
72%
72%
71% 70%
70% 69%
69%
68%
67%
Device Fragmentation Privacy Issues Lack of Standardized
Metrics
60% also ranked a limited opportunity for creative as a mobile challenge which
could in part be a reflection that 62% use creative agencies for mobile
advertising.
Fresh Digital Group
54. Mobile Advertising Increase
The investment in mobile advertising is set to increase over the next two
years, with an impressive 35% set to raise the budget by over 50%.
Larger companies are the ones most looking to consistently increase their
spending in mobile advertising.
Fresh Digital Group
58. SMS Advertising
• 28% of mobile subscribers in the US received one or
more SMS Ads in March 2011; of those, 17% responded to
at least one SMS ad
Fresh Digital Group
65. Fresh Digital Group
111 East 77thStreet
New York, NY 10075
www.freshdigitalgroup.com
Fresh Digital Group
Editor's Notes
*appendix
With rapid embrace of smartphones, mobile is increasingly becoming the platform that can make or break the strength of a brand, the hold on its customers. As consumers embrace mobile, it has grown more important than ever for companies to constantly monitor mobile website and application performance. Mobile service performance directly impacts the bottom line. Customers will easily desert poor performing websites, regardless of whether they are accessed from mobile or the desktop. That translates to losses both on the top and bottom line: sales go down; reputations take serious and sometimes fatal hits; ad revenues evaporate. Meanwhile the costs of support and optimization escalate when performance problems spiral out of control.
Android was once again the most popular smartphone operating system in the month of June as it ticked up one percentage point to receive 54% of all impressions served by the Millennial Media network. iOS lost a point to fall to 26% while RIM shed two points to fall to 15%. Symbian and Windows Phone each gained a point to account for 3% and 2% of the impressions served, respectively. Of note, however, Windows Phone usage was up 31% quarter-over-quarter and BlackBerry OS usage was up 29% over the same period. Apple’s iPhone was still the top device Millennial saw in June with a 16.19% share, nearly triple the BlackBerry Curve, which was the second most popular device at 5.57%. The Motorla DROID filled the No. 3 spot with 2.95%, and the Samsung Nexus S and current-model BlackBerry Bold rounded out the top-5 with 2.71% and 1.99%, respectively. Apple was also the top vendor in June, as its devices accounted for 30.76% of Millennial impressions. Samsung was the No. 2 OEM with 14.94% and RIM held the No. 3 spot with 11.76%. Additional charts outlining more key data from Millennial’s Mobile Mix report follow below.
- Make up of developers has completely changed in last 24 months- Only 5% of the early vanguard from mobile make-up today’s “developers”
