Quarterly report of share of mobile browser traffic connecting via Mobile Operators vs Wifi connections. Rapid growth in Wifi share has resumed - now up to 20%+

1. Mobile phone connectivity data July 09
• Mobiles can connect to the internet through a mobile operator (for example “3G”) or,
increasingly, through alternative technologies such as WiFi (incl. WiMax). Wifi is
generally faster and cheaper as a connection method, but traditionally does not
support the identity, billing and location benefits of a mobile operator connection.
• If you are planning to provide content or services over the internet to mobile devices, it
is important to prepare for developments that impact the downloading or selling of your
services, so Bango is pleased to provide this data to support your decision making
CONTENTS
Types of connectivity
Methodology
MNO vs Wifi Activity – 20 specific sites
% Wifi across all tracked sites
Who uses both?
Conclusions
© 2009 Bango plc Quarterly Stats www.bango.com E&OE
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2. Types of connectivity
Operator WAP gateway
Operator Internet gateway
RIM gateway
Internet
Browser gateway
Corporate gateways
• Newer devices connect over a wide range of access methods
– WAP gateway, Internet Gateway, Nanocells, Internet via Bluetooth, WiFi, WiMax
– Apple or Blackberry proprietary (non operator) gateway
– Some Operator functions only work using WAP or special operator gateways
• Some connections hide operator & identity
– Devices frequently change connection type (automatically)
– Some devices never connect via operator gateways
• Some operators don’t support services on Internet gateways
– Orange, O2, AT&T support only WAP gateways
– Even operator-hosted payment solutions can fail to identify the user
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3. Methodology
• Bango records accesses from millions of mobile phone browsers across thousands of
web sites visited by mobile users including some of the most widely used sites in
USA and Europe
Sites use Bango analytics code on web pages
Advertisers use Bango tracking links to monitor campaign ROI
Content providers use Bango payment to collect money from users
• Bango can map the IP address and other information about the originating device
against its uniquely comprehensive network database to determine which user sare
coming through which network time for each transaction.
• Bango has been recording this data since 2002, and therefore has a wealth of data
from which to pull useful data.
• Only Bango sees a full picture. More than any operator (they don’t see their
subscribers accessing via Wifi) or web site (they only see their own traffic).
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4. MNO vs Wifi for 20 sites over 4 years
The total number of unique users visiting 20 sites that have been active in developing mobile user
traffic over 4 years is measured every week. It is normalized to 100 based on May 1st 2005 traffic.
2nd half 2008 saw a significant rise in traffic via MNO connections and Wifi traffic has risen steadily
since June 2007. Around 20% of traffic is now through Wifi, on mobile focussed sites
700 25%
Unique users per week - Ref 100=May 1st 2005
600
20%
500
User connected via MNO Gateway
400 15%
300
10%
200
5%
100
User connected via Wifi
0 0%
Dec-05
Dec-06
Dec-07
Dec-08
Jun-05
Sep-05
Jun-06
Sep-06
Jun-07
Sep-07
Jun-08
Sep-08
Jun-09
Mar-06
Mar-07
Mar-08
Mar-09
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5. Trend across all Bango tracked pages
35%
Dividing all analytics and payment 32%
30% 31%
transactions across all sites 20 sites that are
tracked by Bango reveals a similar increasing
share from Wifi. 27%
25%
Wifi transaction volumes are favourable to Wifi 23%
visitor numbers , since data shows users visit
20%
more pages than when connecting via MNO. 19%
17%
In addition, compared with our 20 “4 year old
15%
sites”, more recent sites tend to be biassed
towards recent smart an dfeaturephones 13%
which are more likely to have Wifi connectivity.
10%
9%
Nevertheless, for a web site owner wanting to 8%
supply to mobile phones, around one third of
5%
accesses will now be over Wifi on average
0%
2q07 3q07 4q07 1q08 2q08 3q08 4q08 1q09 2q09
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6. Users use both Wifi and Operator connection
• A sample of 100,000 random unique users that Bango saw during May
2009 was studies to see how they accessed the mobile internet.
Around half these users were only seen once during that month, visiting a
single site. The other half visited between 2 and (in one case) 47 distinct
sites tracked by Bango analytics or using Bango payment.
• Data showed
69,017 users visited the internet via mobile operator ONLY
16,681 visited using Wifi ONLY
14,302 visited using MNO AND Wifi during May (“Dual channel”)
NOTE: only a users activity in May was studied. A study of a smaller sample of users indicated
that “dual channel” usage is more likely when the period is longer, indicating a trend to dual use.
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