Mobile Industry Overview & Trends Part 1

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This presentation was given by Women in Wireless at the Golden Seeds Forum on April 12, 2012. Part 1 outlines mobile penetration, mobile usage and consumption, and mobile monetization.

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  • - More affordable smartphones has led to smartphone growth in late adopter groups- Typical cost conscious groups are showing the most significant increase in smart phone adoptionAlthough this groups segments are still small, the growth of this segment is rapid, suggesting smartphones are going mainstream
  • - Took less than 2 years for 40 million tablets to be in use in the US- Smartphones took 7 years to reach similar levels of adoption
  • Mobile Industry Overview & Trends Part 1

    1. 1. MOBILE INDUSTRYOVERVIEW & TRENDSPART 1KRISTINE VAN DILLENPOLLY LIEBERMANVERONIKA SONSEVPrepared for Golden Seeds – April 12, 2012
    2. 2. Agenda  Mobile Penetration  Mobile Usage & Consumption  Monetization of Mobile  Distribution & Discovery  Convergence  Future of Mobile
    3. 3. Mobile Penetration
    4. 4. Mobile phones surpass shoes… 4
    5. 5. …and will dwarf PC penetration 5
    6. 6. Smartphones are driving growth Smartphones and tablets sales exceeds that of PCs and notebooks combined
    7. 7. We are just starting to upgrade globally Global Smartphone Penetration Q3 ‘11 Source: Nielsen Mobile Insights Russia 36% UK 38% Germany 27% Kuwait Italy US 56% 50% 46% Egypt 37% Indonesia 18%
    8. 8. Youth adopted first, but otherssegments are catching up
    9. 9. Affordability is driving US growth
    10. 10. iOS and Android are dominating
    11. 11. Tablets have become 4th screen
    12. 12. Mobile Usage & Consumption
    13. 13. A mobile phone is the Swiss ArmyKnife 2.0 Camera Mobile Web Voice Applications GPS Location Messaging Social Content
    14. 14. Regional Considerations• Network Speed• Device Types• Network/ Data Costs• Local Regulations Different capabilities result in different uses
    15. 15. Regional Usage SMS & Voice Business Transactions Content Consumption, mBanking Mobile Web Social Media Gaming mCommerce
    16. 16. Content Consumption Range Top 20 Mobile Content Categories Reach Among Active Users (Browsing, Apps, SMS), April 2010, US online retail 12% auction sites 12% electronic payments 12% gaming information 13% television guides 13% classifieds 15% general reference 17% business directories 18% traffic reports 18% restaurant information 20% tech news 21% bank accounts 21% stock quotes or… 22% movie information 24% entertainment news 29% sports information 31% maps 34% news 36% search 44% weather 49% Product:comScore MobiLens Data: Three month average ending April 2010
    17. 17. Apps are exceeding mobilebrowser usage
    18. 18. Why are people using apps?Apps provide direct connections to information News, weather, sports or stocks updates 74% Learn about something youre interested in 64% Get info about a destination youre visiting 53% Help shop or make purchases 46% Get more info about an event youre attending 35% Based on August 2011 Pew Internet Tracking Survey
    19. 19. Popular Apps
    20. 20. Monetization of Mobile
    21. 21. Mobile Business Models Consumer Paid Advertising mCommerce
    22. 22. Consumer Paid One-time payments Subscriptions What are people buying?  Ringtones  Apps  Premium Content  Virtual Goods Billing methods:  iTunes  Credit Card and Paypal  Carrier Billing
    23. 23. Advertising SMS Display Performance Video SearchPricing Models: CPM CPC CPI Sponsorships Paid Search/Key words
    24. 24. Mobile Advertising ExamplesSMS tags Sponsored SMS Banner Sponsorship
    25. 25. Mobile Advertising ExamplesRich Media Full Screen Mobile Video SearchExpandable Interstitials
    26. 26. mCommerce Mobile Shopping  Tickets  Apparel  Much more… Mobile Bookings  Hotels  Auto  Flights

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