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MOBILE WEBMARKETINGMarket Trends                Page 1
SIGNIFICANCE - MOBILE WEBRan a 3 D study on users that have smartphones, and the frequency with which theyuse the phone to...
The table depicts an interesting trend, on gaming around web. There are those who                           play games on ...
Net Index 2011A study done by Nielsen on Yahoo and it’s targeting of mobile web consumers.There is opportunity to shape co...
Source: Gartner StudyWorldwide Smartphone Sales to End Users by Operating System in 3Q11(Thousands of Units)              ...
Market Size of mobile web on RIM                 enabled Blackberry        # of smartphones                               ...
Can we use Nielsen data on TOP PC Game Titles to create mobile specificapplications?The latest Nielsen data shows that the...
Source: Nielsen. Share is the percentage of the gaming audience measured that played the title. Overall TMP%represents the...
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Mobile web marketing

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Mobile web marketing

  1. 1. MOBILE WEBMARKETINGMarket Trends Page 1
  2. 2. SIGNIFICANCE - MOBILE WEBRan a 3 D study on users that have smartphones, and the frequency with which theyuse the phone to follow general trends by Malaysians.The results were interesting, and showed insights across each user, and his/herbehavior pattern. The behavior pattern into what they like, significance of what theylike, and how that could leverage into platforms for mobile marketing. Freq: Listen To Music On Mobile Phone/Smartphone 250 Freq: Listen To Music On Mobile SIGNIFICANCE 200 193 Phone/Smartphone 150 149 127 100 100 109 93 71 50 58 0 1 2 3 4 5 6 7 8 FREQUENCYThe table depicts an interesting trend. The majority of users listen to music severaltimes a week, or 1-3 times a month. As the music is repeated the listenership drops,and the decline happens if the frequency of music increases to 1-3 times a month. Freq: Play Games On Mobile Phone/Smartphone 200 187 172 SIGNIFICANCE 150 154 147 129 100 100 93 Freq: Play Games On 50 Mobile 37 Phone/Smartphone 0 1 2 3 4 5 6 7 8 FREQUENCY Page 2
  3. 3. The table depicts an interesting trend, on gaming around web. There are those who play games on mobile phone/smartphone, several times a week. If we compare by significance, those who prefer listening to music are higher than those who like playing games on mobile phone or smartphone.Several times a day -1Once a day-2Several times a week-3Once a week-41-3 times a month-5Less than once a month-6 Freq: Access Maps/Navigation Tools 250 200 208 215 150 146 129 100 100 Freq: Access 82 50 66 Maps/Navigation 15 Tools 0 1 2 3 4 5 6 7 8 FREQUENCY If we look at this table, and its significance, there are quite a few users who’d like to use smartphone to access maps, and navigation tools. On significance level, this is above the average level for a user who follows music on smartphones. 250 200 198 Significance 174 150 151 152 100 100 98 Freq: Use Mobile 70 Phone Specific 50 Applications 17 0 1 2 3 4 5 6 7 8 Axis Title If we look at this table above, we would notice that the frequency is above 150 for those users who use the phone for mobile phone specific applications. On pure scores of significance, and this was above average, the results indicated that quite a few users looked at mobile phone specific applications, and the results were as high as those who played games on mobile phones/smartphones. Page 3
  4. 4. Net Index 2011A study done by Nielsen on Yahoo and it’s targeting of mobile web consumers.There is opportunity to shape consumers path to purchase by tracking the trends ofthose who purchase pre-paid phones, and go for a cost-effective option.Mass Segment: Consumers pay less than $200 for a mobile handset, and the pre-paidservices. For web consumption, and mobile web tracking they pay less than $20 amonth.Mobile Web, Social Networking, and IM for less than $20 a month.Mobile Web MarketsIndonesia Philippines Vietnam MalaysiaIndonesian mobile 30% of total In this market the Mobile and TabletPenetration has population of mobile penetration marketing is takingrisen from 22% Philippines is Stands at 30% up ground. The most entrenched in from 19% in 2010. visited website onto 58% this year. Social media, Mobile was GoogleThe mobile prepaid or Facebook, while SearchCosts are low and Yahoo wasby regional and second.standards the sophisticatedaverage monthly consumption ofpayment is around internet from$12.50. home, or mobile. Those using mobile web has reached to a level of 4%from 5% in 2010.It was Interesting to look at the operating system and the annual forecast, in 2010,and 2011 according to the sources of Gartner. The unique new revelation is thatblackberry operating system, Research in Motion, sales to end users by 3Q11 is only11% in comparison to Android, and Symbian. The highest smartphone sales was forAndroid phones with increase in number of units by 30,000 units between 2010, and2011. Android benefitted from weak competition, and mass-market offerings. Page 4
  5. 5. Source: Gartner StudyWorldwide Smartphone Sales to End Users by Operating System in 3Q11(Thousands of Units) 3Q11 3Q11 Market 3Q10 3Q10 Market Share (%) Share (%)Operating Units UnitsSystemAndroid 60,490.4 52.5 20,544.0 25.3Symbian 19,500.1 16.9 29,480.1 36.3iOS 17,295.3 15.0 13,484.4 16.6Research In 11.0 15.4Motion 12,701.1 12,508.3Bada 2,478.5 2.2 920.6 1.1Microsoft 1,701.9 1.5 2,203.9 2.7Others 1,018.1 0.9 1,991.3 2.5Total 115,185.4 100 81,132.6 100If someone has to calculate the market size based on the mobile phone users, andlink that with the smartphone sales, it would be interesting to know the marketpotential for mobile web. Calculations done below really looks at how insights used toput a cost to the commercial plan can really offer value added services to propel, andgrow the mobile web media, and take it beyond Google, Facebook, and Yahoo. Page 5
  6. 6. Market Size of mobile web on RIM enabled Blackberry # of smartphones 12701usercost Prepaid cost $20 Average money spent on pre-paid $40 Total spent on pre-paid $60webcost Banner Ads Promotions $30 Sponsored Social Web Conversations $40 Search for locations, GPS, music $20 Games $10Ideas Top up to television shows $30 Top up to newspaper articles $30 Review local restaurants Education (Mobile Specific Applications) $20 Dating(Facebook) $15 Local Taxes, and charges Total $315 $4,000,815 Assumption: Ideas could be based on the local television shows that are popular The education, and dating are information that could tap into the awareness level for mobile web, Page 6
  7. 7. Can we use Nielsen data on TOP PC Game Titles to create mobile specificapplications?The latest Nielsen data shows that there are PC enabled game titles that would reallywork if we look at their share, and average minutes played per week. The game titlesare world of warcraft, warcraft 3: Reign of Chaos, Lord of the Rings(Online Shadowsof Angmar) and League of legends (Riot Games)These are the top PC game titles that were rated as really high on share, andaverage minutes. There is a company, TMP that provides percentage on each of theaverage minutes, and that’s a metric through which PC games performance can beshared. All these games are non-casual.Top PC Game TitlesSource: NielsenJune 2011 AVERAGE MINUTESRANK GAME TITLE PUBLISHER SHARE TMP% PLAYED PER WEEK WORLD OF BLIZZARD1 6.304 423 27.905 WARCRAFT ENTERTAINMENT WARCRAFT III: REIGN BLIZZARD2 1.821 389 4.532 OF CHAOS ENTERTAINMENT LEAGUE OF3 RIOT GAMES 1.581 238 3.931 LEGENDS LORD OF THE RINGS4 ONLINE: SHADOWS TURBINE 1.354 408 3.473 OF ANGMAR, THE HALO: COMBAT MICROSOFT GAME5 0.567 706 2.785 EVOLVED STUDIOS ZUMAS REVENGE! -6 POPCAP GAMES 1.268 318 2.715 ADVENTURE UNREAL7 GT INTERACTIVE 1.675 196 2.704 TOURNAMENT8 BOOKWORM POPCAP GAMES 2.606 107 2.5549 HALF-LIFE 2 VIVENDI GAMES 2.425 118 2.049 ELECTRONIC10 SIMS 3, THE 2.104 156 1.955 ARTS INC. Page 7
  8. 8. Source: Nielsen. Share is the percentage of the gaming audience measured that played the title. Overall TMP%represents the percent of total minutes played from the Top 100 non-casual/pre-installed PC games measured.Malaysian market landscape:http://image.wetpaint.com/image/3/56aNNjThyqhwZk3MiIuJkg196073/GW441H189The top websites that are visited within the Malaysia market through mobile are: Page 8

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