THE SMARTPHONE
SNAPSHOT SHOWDOWN
A CURATED PRESENTATION OF INFORMATION, DATA, STATISTICS,
ANALYSIS AND USAGE FOR SMARTPHONES FROM AROUND THE WORLD
PREPARED BY: @JONHOEHLER & @ANDREWMCHENRY
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 1

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 OBSERVATIONS
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 2

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.
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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

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 DEVICES
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"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_stclair
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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.
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GLOBAL MOBILE HANDSET VENDORS
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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

MOBILE HANDSET MANUFACTURERS (OEM)
MOBILE PHONE OPERATING PROFIT RANKING
Source: Horace Dediu
APPLE RETAINED ITS TOP
RANK IN PROFITABILITY
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 10

MOBILE HANDSET MANUFACTURERS (OEM)
MOBILE PHONE REVENUE RANKING
Source: Horace Dediu
APPLE REGAINED THE TOP SPOT
IN MOBILE PHONE REVENUES
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 11

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.
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THE HANDSET
UNIVERSE
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GLOBAL SMARTPHONE UNIT
SALES STATISTICS FOR 2011
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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 UNIVERSE
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 15

GLOBAL SMARTPHONE STATISTICS
2010 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 16

GLOBAL SMARTPHONE STATISTICS
YEAR ON YEAR (Y/Y) UNIT SHIPMENT % CHANGE, 2010 TO 2011
Source: Tomi Ahonen Almanac 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 17

GLOBAL SMARTPHONE STATISTICS
HANDSET 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 18

GLOBAL SMARTPHONE STATISTICS
HANDSET MARKET SHARE, DEVICE SALES DURING 2011 (PERCENTAGE)
Source: Tomi Ahonen Almanac 2012
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iPHONE SHARE OF ALL PHONE UNITS,
REVENUES AND PROFITS
Source: Horace Dediu
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SAMSUNG’S SALES GROWTH FOR MOBILE PHONES
1988 THROUGH TO 2011
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GLOBAL SMARTPHONE STATISTICS
HANDSET 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 22

MOBILE OPERATING SYSTEMS
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 23

GLOBAL SMARTPHONE MOBILE
OPERATING SYSTEMS SALES
STATISTICS FOR 2011
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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 UNIVERSE
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 25

GLOBAL SMARTPHONE STATISTICS
2010 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 26

GLOBAL SMARTPHONE STATISTICS
YEAR ON YEAR (Y/Y) OPERATING SYSTEM UNIT SHIPMENT % CHANGE, 2010 TO 2011
Source: Tomi Ahonen Almanac 2012
Source: Tomi Ahonen Almanac 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 27

GLOBAL SMARTPHONE STATISTICS
OPERATING 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 28

GLOBAL SMARTPHONE STATISTICS
OPERATING SYSTEM MARKET SHARE, DEVICE SALES DURING 2011 (PERCENTAGE)
Source: Tomi Ahonen Almanac 2012
Source: Tomi Ahonen Almanac 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 29

GLOBAL SMARTPHONE STATISTICS
OPERATING 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 OS
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GLOBAL SMARTPHONE
INSTALLED BASE
STATISTICS FOR 2011
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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 SMARTPHONES
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 32

GLOBAL SMARTPHONE STATISTICS
2011 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 33

GLOBAL SMARTPHONE STATISTICS
2011 OPERATING SYSTEM INSTALLED BASE (Y/Y CHANGE, PERCENTAGE)
Source: Tomi Ahonen Almanac 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 34

GLOBAL SMARTPHONE STATISTICS
2011 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 35

GLOBAL SMARTPHONE STATISTICS
2011 OPERATING SYSTEM INSTALLED BASE MARKET SHARE
Source: Tomi Ahonen Almanac 2012
Source: Tomi Ahonen Almanac 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 36

GLOBAL SMARTPHONE STATISTICS
2011 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 37

GLOBAL MOBILE DEVICE
STATISTICS ACROSS ALL
TYPES AND MAKES IN 2011
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 38

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

GLOBAL MOBILE DEVICE STATISTICS
MOBILE DEVICE (ALL TYPES, MAKES) SALES TO END USERS IN 2011
Source: Gartner (February 2012)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 40

GLOBAL MOBILE DEVICE STATISTICS
MOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011
Source: Gartner (February 2012)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 41

GLOBAL MOBILE DEVICE STATISTICS
MOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011
Source: Gartner (February 2012)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 42

GLOBAL MOBILE DEVICE STATISTICS
MOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE CHANGE (2010 TO 2011)
Source: Gartner (February 2012)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 43

GLOBAL MOBILE DEVICE STATISTICS
MOBILE DEVICE (ALL TYPES, MAKES) UNIT SALES CHANGE (2010 TO 2011)
Source: Gartner (February 2012)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 44

GLOBAL MOBILE DEVICE STATISTICS
MOBILE 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

THE GROWTH OF
SMARTPHONES IN AFRICA
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 46

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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 47

SMARTPHONE SHIPMENTS ACROSS
EUROPE, MIDDLE EAST AND AFRICA
Western Europe EMEA SMART PHONE SHIPMENTS
Middle East Q4 2010: 38.8 MILLION UNITS
Units (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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 48

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: 10.0m
Source: Canalys estimates, Smart Phone Analysis, Feb 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 49

THE GROWTH OF MOBILE
DATA AND VIDEO ON MOBILE
PHONES
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 50

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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 51

GLOBAL MOBILE DATA TRAFFIC
FORECAST 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

PORTABLE DEVICES LIKE LAPTOPS AND SMARTPHONES
LEAD GLOBAL MOBILE DATA TRAFFIC GROWTH
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 53

A SUMMARY OF PER DEVICE USAGE
GROWTH (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

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 WORLD'S 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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 55

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

CLOUD MEDIA APPLICATIONS MULTIPLY
SMARTPHONE 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

SMARTPHONE MOBILE OPERATING SYSTEMS WILL
CONTINUE 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 Usage
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 58

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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 59

HIGH-END DEVICES SIGNIFICANTLY
MULTIPLY 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

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 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 61

FEATURE PHONE VS SMARTPHONE
AFRICA’S POWER MOBILE USERS
Source: http://www.ibm.com/smarterplanet/global/share/19jan2012/mobile_africa/
Date: Jan 2012
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 62

MOBILE INTERNET USAGE
PROPORTION 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 PAGEVIEWS
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 63

MOBILE INTERNET USAGE
TOP 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 Counter
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 64

MOBILE INTERNET USAGE
TOP 3 MOBILE OPERATING SYSTEMS FOR PAGE VIEWS
AFRICA VS GLOBAL IN JANUARY 2012
SYMBIAN SAMSUNG ANDROID OTHERS
SYMBIAN IOS ANDROID OTHERS
Source: GS Stats Counter
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 65

SMARTPHONE PENETRATION
AND USAGE OBSERVATIONS
(VIA: OUR MOBILE PLANET AND TOMI AHONEN)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 66

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

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

INTERESTING SOURCES AND
RANDOM OBSERVATIONS ON
SMARTPHONES
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 69

VODACOM SOUTH AFRICA
iPHONE, 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.html
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 70

ANDROID VS IPHONE SHIPMENTS
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 71

GLOBAL CONNECTED DEVICES SHIPMENTS
Source: http://techcrunch.com/2011/02/10/meeker-mobile-slides/
Matt Murphy / Mary Meeker – Top Mobile Internet Trends Presentation – 02/10/2011
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 72

SMARTPHONES SURPASSED FEATURE PHONE
SHIPMENTS IN W. EUROPE (Q2:10) / USA (Q1:11)
Source: Mary Meeker – Internet Trends Presentation – 18 October 2011
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 73

GLOBAL SMARTPHONE VS.
MOBILE PHONE SUBSCRIBERS, 2011E
Source: Mary Meeker – Internet Trends Presentation – 18 October 2011
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 74

GLOBAL SMARTPHONE PENETRATION AT 27%
MOBILE HANDSET MANUFACTURER VS. PLATFORM MARKET SHARE (H1 2011)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 75

THE DIGITAL DIVIDE (PER CAPITA)
Source: Tomi Ahonen (Almanac 2011)
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 76

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

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.com
THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 78