The document discusses the mobile operating system market. It provides an overview of the mobile phones market and the major players in the mobile OS market including their market shares. Symbian, Android, iOS, and Blackberry OS are the major players. The revenue models of mobile OS companies include license fees, advertisements, and application purchases. Emerging trends suggest Android and Windows will grow their market shares while Symbian and Blackberry OS market shares will decline. The mobile OS industry faces high competition and bargaining power of customers.

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THE
WARRIORS
MOBILE OPERATING SYSTEM
By Pratish Yadava (09bm8071) and Abhimanyu Kar |

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eCommerce Report on Mobile Platform
Team : The Warriors
Pratish Yadava 09BM8071
Aurobindo Kar (Research
Scholar)

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Table of Contents
Contents
Introduction...........................................................................................................................................4
Mobile Phones Market Overview..........................................................................................................5
Mobile OS Market ................................................................................................................................8
Market Share and forecast....................................................................................................................9
Major Players.......................................................................................................................................13
Mobile OS Revenue Model.................................................................................................................15
Mobile OS Emerging trends................................................................................................................16
Industry Analysis.................................................................................................................................17
Conclusion...........................................................................................................................................18

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Introduction
Mobile Operating System is similar to a computer operating system though is
has lesser features and is simpler. It acts as a platform for various applications.
Mobile Operating system is used by smartphones, PDAs, tablets etc.
The Mobile Operating system Market is in its nascent stage. There is an intense
competition between software giants like Google, Apple and Microsoft and
mobile phone manufactures like Nokia , Samsung etc
It is a platform on which all other applications run. The mobile phone
manufacturer provides the phone with a specific operating system and this OS
is responsible for various functions and features in a phone.

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Mobile Phones Market Overview
eCommerce broadly entails operations over the internet. These can be classified into the
Mobile phone sales grew by 35% in the third quarter of 2010. Nokia is the
leader with 37% market share. Samsung has 19%, Apple 2.3 %, LG 10% and

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have 2.9 % market share. The number of smartphone users is increasing
sharply

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Mobile OS Market
The Mobile Operating system Market is in its nascent stage. There is an intense
competition between software giants like Google, Apple and Microsoft and
mobile phone manufactures like Nokia , Samsung etc.
Nokia’s Symbian is a market leader and more than 85% of mobile
manufactures have licensed it.

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Microsoft was no. 2 till 2007 but it since the launch of Apple’s iOS and Google’s
Android Microsoft has been losing market. Microsoft is launching Windows 7
for a comeback.
Android is an open source mobile operating system which was developed by a
small start up company. The company was later purchased by Google.
Market Share and forecast

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Symbian has been a leader but its market share is expected to fall in coming
years. It had a market share of 46.9 % in 2009 which came down to 40.1 % in
2010. The market share is expected to fall down to 30% by 2014.
Android had 3.9% market share in 2009 and it’s market share has been
increasing exponentially. It increased to 17.7% in 2010 and is expected to be
29% by 2014.
Research In Motion’s Market share is expected to fall from 19.1 % in 2009 to
11% in 2014.

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Market share of iOS is expected to remain same at 14% from 2009 to 2014.
Other operating systems might see a slight increase in their market share.

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Major Players
Symbian :
• Designed for smartphones and currently maintained by Nokia
• Was originally designed by Symbian Ltd
• Has largest market due to it’s partnership with Nokia
• Cumulative no. of devices with Symbian OS till 2010 was 385 million
• Used by many major handset manufacturers, including BenQ, Fujitsu,
LG, Mitsubishi, Motorola, Nokia, Samsung, Sharp, and Sony Ericsson.
• Market Share is declining
Android:
• Developed by a small start up company that was purchased by Google
• It is an open source platform
• Android's worldwide market share rose from 1.8% to 17.2%. In 2009-10
• It is expected to be no. 2 by 2014
iOS:
• Originally developed for iPhone, later used also for iPod touch, iPad and
Apple TV
• Used for Apple products only

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• Didn’t allow 3rd party applications to be installed till 2008
Blackberry OS:
• Developed by Research in Motion for Blackberry Smartphones
• Market Share of 18% in 2010
• Originally designed for business and now has more than 15000
downloadable applications

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Mobile OS Revenue Model
The mobile operating system manufacturing companies generate
revenues by following models :
• License fee : Most of the companies generate revenue by selling the
License to mobile phone manufacturing companies.
• Advertisement : Google has developed an open source software so
that it can increase the no of hit on its website through mobile search
Google shows this as an added advantage to its advertisement customers
who in return get more clicks. This is the reason why google has been
spending so much on Android.
• Applications : Income is also generated through the applications
that the operating system supports. Google generates funds through
transaction charges on payment made for downloading Android
applications.

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Mobile OS Emerging trends
• The number of smartphones used by consumers will increase by 49.2% in
2011
• By the end of 2011, there will be more than 500 million smartphones.
• Devices running the Android OS are expected to dominate the market.
• Android is expected to be the leader by 2015 with 45.4% market share
• Market Share of Blackberry and iOS is expected to fall
• With Nokia switching to Windows 7 phones from Symbian, Windows is
expected to be no. 2 or 3 by 2015 with 20% market share
• Symbian’s growth is expected to decline at -65% CAGR through 2015
• Windows OS is expected to grow at 67.1% CAGR from 2011 to 2015

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Industry Analysis

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Conclusion
Mobile OS is not an attractive industry considering High competition, High
bargaining Power of Customers and High threat of substitutes. However, we can
enter this industry if we have high resources and high differentiating factors