Presentation Mark Waechter

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Presentation Mark Waechter

  1. 1. Mobile as Medium A Snapshot on the German MarketMark WächterMobile Strategy Consultant, MWC.mobiHead of Section Mobile, BVDW AssociationChairman and Co-Founder, MobileMonday GermanyBoard of Directors, Mobile Marketing Association MMAWirtschaftstag Japan © MWC.mobi 1
  2. 2. German Market Trends 28 m new devices have been sold in 2010 30% Smartphones (accelerating!) 1 of 4 Germans have a Smartphone (14 – 29y: 1 of 3) Every 2 years Germans change their mobile device Growth engine in Non-Voice-Revenue: Mobile Internet (MI) But still only 10% of Mobile User go regularly online (iPhone user: 100%) iOS: 20% share in Smartphone market in 2010, but 80% share in MI access MI Driver: mobile email, apps, social networking, LBS, navigation, LTE Service Provider (all 4 MNOs in one shop) consolidate Since 1st MVNO hit Germany in 2004 enormous segmentation took place All 4 MNOs launched own “no frills” offers 140 MVNOs more or less established SIM only, Branded Reseller, Pure Data, Free Mobile Portal + SIM, … 5 MVNEs established NRW is “The Mobile Power of Germany” 3 of 4 MNOsWirtschaftstag Japan © MWC.mobi 2
  3. 3. Market Share per activated SIM (market saturation: 133%) SP/MVNO Market Share: ∼ 30% ... based on these MNOs:Wirtschaftstag Japan © MWC.mobi 3
  4. 4. MOU outbound / day (in million) -- Fixed -- Wireless (≈30%)Wirtschaftstag Japan © MWC.mobi 4
  5. 5. Blended ARPU Development in € 55% PrepaidWirtschaftstag Japan © MWC.mobi 5
  6. 6. Market Share per Revenue incl. SPs (100% = 24,3 bn. €) - approx. 19“ SIMs - 54% Prepaid - 1.000 shopsWirtschaftstag Japan © MWC.mobi 6
  7. 7. Mill. Messages/day x all networks ∼ 36 bn. SMS / yearWirtschaftstag Japan © MWC.mobi 7
  8. 8. Non-SMS Data is driver for growth in Non-Voice-ARPU SMS MMS DataWirtschaftstag Japan © MWC.mobi 8
  9. 9. # of users who regularly use 3GWirtschaftstag Japan © MWC.mobi 9
  10. 10. Data volume in Mobile Networks grows dramatically ! Per-User-Consumption equals 2% of Fixed Internet Total Mobile Data Volume p.a. Avg. Mobile Data Volume per User per MonthWirtschaftstag Japan © MWC.mobi 10
  11. 11. LTE Roll-Outin Germany• all 4 MNOs acquired spectrum• start of LTE roll-out end of 2010• rural areas first target• Telekom LTE coverage on the right (dark magenta spots) as of May 2011Wirtschaftstag Japan © MWC.mobi 11
  12. 12. Mobile as Medium: A Snapshot At the age of 14 everybody has a mobile phone – with a strong downward drift. The structure of the users of Mobile Web equals that of the Internet users around the year 2000. Only 10% of the population uses the Mobile Web frequently – over 8m people. Media-Spending in Mobile are in avg. around 1% - for some brands already at 5%. Population of the Mobile Web doubles each year!Wirtschaftstag Japan © MWC.mobi 12
  13. 13. Smart Phones, High Bandwidth and Access on Data in the Net Augmented Reality Voice Search Picture Recognition Translation Navigation ...Wirtschaftstag Japan © MWC.mobi 13
  14. 14. Mobile as Medium bridges between real and digital world! MOBILE IS THE CENTRAL ACCESSLOCATION CHANNELNAVIGATION FOR COMPANIESCHECK IN TO REACH THEIRCONTEXT TARGET GROUPWirtschaftstag Japan © MWC.mobi 14
  15. 15. Mobile First: A Mobile Strategy gets essential …Wirtschaftstag Japan © MWC.mobi 15
  16. 16. DüsseldorfThe city has long become aprime location for mobiletelecommunicationscompanies, exertingenormous attraction at alllevels of the value creationhierarchy, from Asianinfrastructure giants toinnovative SMEs that haveformed locally. A leadinglocation in an internationalperspective, Düsseldorf ishome to more than 1,500companies from theinformation andcommunications technologysector. Its uniqueecosystem of companies,industry associations andinstitutions has madeDüsseldorf … Wirtschaftstag Japan © MWC.mobi 16
  17. 17. Düsseldorf ⎮ DUS A truly Mobile Capital > 50% of all SIMs distributed out of DUS E-Plus, Vodafone > 50% of all Devices sold out of DUS LG, Nokia, RIM, Sony Ericsson Infrastructure Giants choose DUS as hub Ericsson, Huawei, NSN, ZTE DUS as initial point of important pilots LTE, NFC/RFID, Future Store Excellent climate for SMEs and Start-Ups „Where Business meets Lifestyle“Wirtschaftstag Japan © MWC.mobi 17
  18. 18. Globally Connected Russia Europe North America China Japan IndiaWirtschaftstag Japan © MWC.mobi 18
  19. 19. Japanies companies with Mobile LoB invested in Düsseldorf• Docomo / net mobile• Mitsui• NEC• NTT• Renesas Electronics• Sharp• Sony Ericsson• Toshiba• YokowoWirtschaftstag Japan © MWC.mobi 19
  20. 20. maw@mwc.mobi @mwcdotmobiWirtschaftstag Japan © MWC.mobi 20

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