2. Mobile data traffic generation per device type
Smart Phone Tablet Laptop
Distribution of global mobile data traffic, January 2011
100%
80% 100% Voice Some voice Some voice
60% Some data 100% data 100% data
40% Voice: 300 min
36 MB
20%
Average data usage 2010:
Consumer 2.8 GB
0% 150 MB 400 MB Enterprise 790 MB
Feature phones Smartphones Dongles
% subscribers Average data usage 2015:
Consumer 6 GB
Source: CSC, 2011 % data consumption 600 MB 1.2 GB Enterprise 2.1 GB
Data usage per month, global averages
Source: NSN BI
5. Angry Birds in the Smart Lab
Summary of first testing round
Overall, the Angry
Signaling traffic generated by one hour of Angry Birds play Birds application itself
creates manageable
2500 amounts of network
2422 and data traffic
Number of signals sent
2000
352% But ads delivered with
increase each new Angry Birds
1500
level achieved
more than triples
1000 signaling traffic on
Android phones
688 8% 742
500 increase The NSN Smart Lab
will further investigate
0 the network effects of
Smartphone Angry Birds on Angry Birds on mobile ads with Rovio
baseline– iPhone Samsung Galaxy
Weather and
and key mobile
No Advertising (Android)
email updates advertisers
Advertising with each
No Advertising new game level