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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.

THE SMARTPHONE SNAPSHOT SHOWDOWN                                                                    SLIDE: 3
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


THE SMARTPHONE SNAPSHOT SHOWDOWN                                                    SLIDE: 5
"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



THE SMARTPHONE SNAPSHOT SHOWDOWN                                  SLIDE: 6
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.

THE SMARTPHONE SNAPSHOT SHOWDOWN                                                              SLIDE: 7
GLOBAL MOBILE HANDSET VENDORS




THE SMARTPHONE SNAPSHOT SHOWDOWN   SLIDE: 8
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.

THE SMARTPHONE SNAPSHOT SHOWDOWN                                             SLIDE: 12
THE HANDSET
            UNIVERSE
THE SMARTPHONE SNAPSHOT SHOWDOWN   SLIDE: 13
GLOBAL SMARTPHONE UNIT
               SALES STATISTICS FOR 2011

THE SMARTPHONE SNAPSHOT SHOWDOWN       SLIDE: 14
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


THE SMARTPHONE SNAPSHOT SHOWDOWN                                            SLIDE: 19
iPHONE SHARE OF ALL PHONE UNITS,
REVENUES AND PROFITS




                                   Source: Horace Dediu




THE SMARTPHONE SNAPSHOT SHOWDOWN                          SLIDE: 20
SAMSUNG’S SALES GROWTH FOR MOBILE PHONES
1988 THROUGH TO 2011




THE SMARTPHONE SNAPSHOT SHOWDOWN           SLIDE: 21
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
THE SMARTPHONE SNAPSHOT SHOWDOWN     SLIDE: 24
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




THE SMARTPHONE SNAPSHOT SHOWDOWN                                                                                                      SLIDE: 30
GLOBAL SMARTPHONE
                        INSTALLED BASE
                      STATISTICS FOR 2011
THE SMARTPHONE SNAPSHOT SHOWDOWN            SLIDE: 31
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

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The Smartphone Snapshot Showdown (Global Smartphone and Mobile Video Stats)

  • 1. 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
  • 2. 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
  • 3. 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. THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 3
  • 4. 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
  • 5. 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 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 5
  • 6. "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 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 6
  • 7. 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. THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 7
  • 8. GLOBAL MOBILE HANDSET VENDORS THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 8
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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. THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 12
  • 13. THE HANDSET UNIVERSE THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 13
  • 14. GLOBAL SMARTPHONE UNIT SALES STATISTICS FOR 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 14
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. GLOBAL SMARTPHONE STATISTICS HANDSET MARKET SHARE, DEVICE SALES DURING 2011 (PERCENTAGE) Source: Tomi Ahonen Almanac 2012 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 19
  • 20. iPHONE SHARE OF ALL PHONE UNITS, REVENUES AND PROFITS Source: Horace Dediu THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 20
  • 21. SAMSUNG’S SALES GROWTH FOR MOBILE PHONES 1988 THROUGH TO 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 21
  • 22. 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
  • 23. MOBILE OPERATING SYSTEMS THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 23
  • 24. GLOBAL SMARTPHONE MOBILE OPERATING SYSTEMS SALES STATISTICS FOR 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 24
  • 25. 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
  • 26. 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
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 30
  • 31. GLOBAL SMARTPHONE INSTALLED BASE STATISTICS FOR 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 31
  • 32. 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
  • 33. 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
  • 34. GLOBAL SMARTPHONE STATISTICS 2011 OPERATING SYSTEM INSTALLED BASE (Y/Y CHANGE, PERCENTAGE) Source: Tomi Ahonen Almanac 2012 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 34
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. GLOBAL MOBILE DEVICE STATISTICS ACROSS ALL TYPES AND MAKES IN 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 38
  • 39. 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
  • 40. 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
  • 41. GLOBAL MOBILE DEVICE STATISTICS MOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011 Source: Gartner (February 2012) THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 41
  • 42. GLOBAL MOBILE DEVICE STATISTICS MOBILE DEVICE (ALL TYPES, MAKES) MARKET SHARE IN 2011 Source: Gartner (February 2012) THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 42
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. THE GROWTH OF SMARTPHONES IN AFRICA THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 46
  • 47. 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
  • 48. 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
  • 49. 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
  • 50. THE GROWTH OF MOBILE DATA AND VIDEO ON MOBILE PHONES THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 50
  • 51. 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
  • 52. 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
  • 53. PORTABLE DEVICES LIKE LAPTOPS AND SMARTPHONES LEAD GLOBAL MOBILE DATA TRAFFIC GROWTH THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 53
  • 54. 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
  • 55. 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
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 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
  • 60. 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
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. 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
  • 65. 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
  • 66. SMARTPHONE PENETRATION AND USAGE OBSERVATIONS (VIA: OUR MOBILE PLANET AND TOMI AHONEN) THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 66
  • 67. 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
  • 68. 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
  • 69. INTERESTING SOURCES AND RANDOM OBSERVATIONS ON SMARTPHONES THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 69
  • 70. 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
  • 71. ANDROID VS IPHONE SHIPMENTS THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 71
  • 72. 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
  • 73. 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
  • 74. GLOBAL SMARTPHONE VS. MOBILE PHONE SUBSCRIBERS, 2011E Source: Mary Meeker – Internet Trends Presentation – 18 October 2011 THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 74
  • 75. GLOBAL SMARTPHONE PENETRATION AT 27% MOBILE HANDSET MANUFACTURER VS. PLATFORM MARKET SHARE (H1 2011) THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 75
  • 76. THE DIGITAL DIVIDE (PER CAPITA) Source: Tomi Ahonen (Almanac 2011) THE SMARTPHONE SNAPSHOT SHOWDOWN SLIDE: 76
  • 77. 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
  • 78. 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