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Mobile International Trends For Presentation Feb2
 

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  • We are a group of individuals originating from Asia and North America In our mobile research, we will delve into Mobile Usage in China and the United States as representative samples of Asian and North American mobile consumption Comparing various “infotainment” applications of the mobile device in China and the US, we will show differences and similarities, leading to projections of future global mobile usage

Mobile International Trends For Presentation Feb2 Mobile International Trends For Presentation Feb2 Presentation Transcript

  • International Mobile Trends -MCDM COM588 Mobile Technology and Communication, Jan. 2010
    • Bird-Vogel, Melissa
    • Liu, ZiWen
    • Hsu, Vera
    • Ye, Xiaoqi
  • Agenda
    • Overview of Mobile Landscape
    • Mobile “Infotainment” Categories:
      • Mobile TV/Video
      • Mobile Music
      • Mobile Text Messaging: SMS/MMS
      • Mobile Social Networking
    • Global Trend Projections
  • Overview of Mobile Landscape in US and China Factors of Mobile phone growth: China: As of Nov, 2008, there were ~6.9 billion mobile subscribers in China. That number is growing 1.01%/month and 17.51%/year. US: As of Nov 2009, there were over 234MM mobile subscribers in the United States. Mobile subscriptions are growing at a 2MM/year rate (230MM Nov 08 to 232MM Nov 09) Country Number of mobile phones Population % of mobile subscribers Data Updated Date China 703,000,000 1,335,330,000 52% Dec. 2008 USA 276,610,580 308,505,000 76% Nov. 2009
  • Mobile TV/Video
  • Mobile TV: United States
    • Definition:
      • Television service delivered to subscribers via mobile telecommunications networks
    • Standards:
      • DVB-H
      • MediaFlo
      • ATSC
    • Delivery Methods:
      • Broadcast 
      • 3G network
    • Challenges:
      • Content format
      • Network capacity
      • Power consumption
      • Cost
      • Spectrum
  • Mobile TV: US (Con’d)
  • Mobile TV: US (Con’d)
      • Mobile DTV
      • More free TV channels/content
  • Mobile TV/Video: China
      • Delivery Mechanisms:
        • 3G TD-SCDMA Network
        • 2.5G GSM Network
      • Standard:
        • T-MMB by SAC
        • CMMB by SARFT
      • History – Present:
        • More than a million people in China watched the Beijing Olympics via mobile phones
  •   User growth: Mobile TV/Video in China (unit: 10,000 people)
  • Revenue Growth: Mobile TV/Video in China (in 100M rmb)
  • Mobile TV/Video: China (cont’d)
      • Challenges:
        • 3G network capacity
        • Price of the handsets and service/data fees 
        • Content
      • Future:
        • Estimated that by 2011, users of Mobile TV will surpass 100,000,000 in China
        • Buzz of 4G in China
  • Mobile Music
  • Mobile Music: United States
      • Definition: Ringtones, Ringback tones, and personal music player for full track music
      • Delivery Method:
        • Downloading straight from phone
        • Sideloading
        • Streaming live music
      • Standard:
        • Using the mobile phone as an MP3 player
        • Streaming radio stations via Pandora application
        • Ringtones and ringback tones
    Leading company: iTunes
  • Mobile Music: United States (cont’d)
      • History & Present:
        • North American (US+Canada) consumer spend increased 7% YOY from ‘07 to ‘08, with a predicted 4% increase YOY from ‘08 to ‘09 and similarly from ‘09 to ’10, resulting in ~$2.2B total mobile music spend for 2010
          • The largest area of growth for N. America is full track music spend, projected at $406.8MM for 2010
      • Challenges:
        • Subscription-based services potentially will not provide sufficient revenue model for artists
        • Lower-end handsets prevent direct downloads
      • Where is it heading?
        • Increased Spend Forecast driven by full track music downloads
        • Viable alternatives to iTunes
  • Mobile Music: China
    • History and Present
      • 1st Mp3 player in 2000; now, 55% mobile uses listen to music on mobile phone
      • Pop music rating; Music club;
      •  
    •  
    •  
    •  
  • Mobile Music: (China Cont'd)
    • Delivery methods:
        • Streaming (Mobile music player; website streaming);
        • Standalone file download; USB file transfer
    • Challenges: Piracy; Profitable business model
    • Future:
        • Coloring Ring Back Tone;
        • CD sales will look into mobile platform as music market
  • SMS/MMS
  • SMS/MMS: United States
      • Definitions:
        • SMS: “Short Message Service” – a text message addressed to a specific mobile phone number
        • MMS: “Multimedia Messaging Service” - a descendant of SMS
          • extends text messaging to include longer text, graphics, photos, audio clips, video clips, etc
      • Delivery Method: specifically-allocated spectrum for SMS delivery
      • History & present:
        • Previously, users could not send SMS to users in other carrier networks
        • Quick Messaging and Smartphone Ownership increased from 12% in ‘08 to 20% in ’09
        • 80% SMS adoption in the U.S. (2009)
      • Challenges: Could the spectrum allocated for SMS get too clogged just like the spectrum for data?
      • Future:
        • Newer variants of SMS include Long (Concatenated) SMS, and EMS
        • With MMS, SMIL is new technology that’s emerging
        • SMS fundraising, such as Haiti
  •                      SMS/China
      • Delivery method
    •  
      •   History&Present:
    •  
    • 692.1 billion text messages sent in 2007, for an
    •   average of 1.6 billion/day and a daily revenue of 160 
    • million  yuan (around US $21 million)
    •               
      • Distinctive Use:
    • Short code
    • Pre-written SMS
    • Advertising
    • Rural education
  • Prevalence of mobile service
  • Why SMS is so popular in China?
  • Challenges : SMS/MMS: China
  • SMS/MMS: China
      • Future:
        • Continues to be the most widely used mobile communication form
        • Call for inserting more controls on spammers and ads
  • Mobile Social Networking
  • Mobile SNS: US A groom used his mobile phone to update the relationship status on Facebook / Twitter during the wedding .
  • Mobile SNS: US (Con’d)
  • Mobile SNS: US (Con’d)
      • Delivery method: SMS; WAP; m.dot; Java; Application.
      • Challenges:
        • Exclusive design for mobile interface
        • Promising Business models
  • Mobile SNS: US (Con’d)
  • Mobile Social Networking: China
    •  
    • Definition/ Coverage:
    •  
        • Use mobile phone as communicate platform to access and communicate in Social networking
    • Delivery method:
        • WAP, SMS, Internet access
        • Manufacture on-deck application
    • History & present:
        •   Woku.com July. 2006
        • qq.com; renren.com, kaixin.com
    • Communication:
        • Mobile messaging; call; gift; follo
  • Mobile Social Networking: China
    •   Challenges:
      • Pornography
    •  
    • Where it’s heading:
      • Becomes main platform for Social Networking as it frees people from sitting in front of computer
      • Bridge Digital Divide
    •  
    •  
    •  
  • The Future
    • Mobile TV:   DTV (LG example); More free TV channels; Continued growth, enhanced by 4G – enhanced capacity and speed
    • Mobile Music:  More availability to download full-track on mobile – Record companies will look to mobile as new platform for CD sales
    • SMS/MMS: ENS; SMIL
    • Social Networking: Geo-location Applications
  • Global Trend Projections
      • The mobile phone will serve more and more as a new entertainment platform, including more music, more TV/video and more multimedia social media networking connections
      • Mobile will bring more people who can’t afford personal computers to internet video and social networking
      • The Mobile Phone will continue to become an increasingly important increased destination for infotainment 
  • Sources
      • Mobile TV in US. ( All retrieved on Jan, 23, 2010)
      • Successful Mobile TV = 3G + Mobile Broadcasting
      • AT&T taps MediaFlo for mobile TV
      • Mobile TV, and data
      • 8 tech trends to watch this week at CES
      • 2010 Trends: Revolutionary Moves in Mobile TV Sports, Search
      • Does Mobile TV Have a Future?
      • FLO TV Digital Handheld/Mobile TV
      • Mobile TV: small screen, big challenge
      • Screen Digest Chart 
      • LG DTV PIC   
      •  
      • Mobile SNS in US. (All retrieved on Jan. 23, 2010)
      • SFN report: Mobile social networking a worldwide increasing trend.
      • 3 impressive Social Networking trends
      • Social Networking: Trends and Applications
      • Social Networking via Mobile Phones has Doubled in Last 6 months.
      • Mobile Trends 2020
      • WSJ Story on SMS-Based Social Networking Platform SMSGupShup.
      • Lego Wedding Pic
      • M facebook pic
      • Opera MIni State of the Mobile Web, December 2009, January 26, 2010
      • Mobile Social Network users worldwide, 2007-2012, www.eMarketer.com
      • Mobile Music and SMS:
      • comScore SMS Access Trends, US © 2009
      • Strategy Analytics, Mobile Music: Global Market Forecast, Jan 2009
      • http://www.msnap.com/pages/stats
      • http://www.imediaconnection.com/content/2563.imc
      • http://psmsus.blogspot.com/2007/01/us-sms-penetration-by-age-group.html
      • http://www.forrester.com/rb/Research/fastest-growing_mobile_phone_category/q/id/55408/t/2
      • http://www.slideshare.net/michaeljbarber/mobile-marketing-101-2248573
  •                        Sources
      • China – mobile tv and music
      • China's CMMB Market Update: Exclusive Cooperation with TD Lags CMMB Market Growth http://www.instat.com/catalog/mmcatalogue.asp?id=240
      • Nick Holand/Rescuing 3G with Mobile TV:       
      • http://servicesmobiles.typepad.com/services_mobiles/files/Whitepaper_MOBILETV.pdf  
      • Successful Mobile TV = 3G + Mobile Broadcasting :
      • http://www.wirelessdesignasia.com/article-10223-successfulmobiletv3gmobilebroadcasting-Asia.html  
      • STiMi:  http://www.maverickchina.com/blog/dtv-iptv-and-mobile-tv/stimid-foreign-mobile-tv-companies-may-have-to-adapt-to-a-chinese-tech-standard.html  
      • Great changes hapenning in China's mobile TV markets:  http://www.prnasia.com/pr/09/10/09714611-1.html  
      • Mobile TV and Beijing Olympics:  http://wireless.people.com.cn/GB/7695115.html
      • Development of CMMB in China:  http://www.chinavalue.net/Blog/BlogThread.aspx?EntryId=262927  
      • Mobile TV subscribers reaching 12,000,000 in China:  http://news.iresearch.cn/charts/66743.shtml  
      • Mobile TV revenues in China:  http://news.iresearch.cn/charts/66585.shtml  
      • History&Present&Future of Mobile TV in China:  http://www.china.com.cn/city/zhuanti/07chuanmei/2007-12/19/content_9402431_2.htm  
      • China's "American Idol" voters sent 271'000 SMS:  http://www.textually.org/textually/archives/2005/05/008463.htm  
      • New media practices in China: Mobile Phone:  http://futuresoflearning.org/index.php/Firda_08/comments/new_media_practices_in_china_mobile_phones/