Universal McCann implemented the world’s
largest survey into portable technology and mobile media platforms as part of its ongoing global digital research programme. The survey covered three key strands of portable technology and mobile media;
platforms, content and advertising and marketing, investigating usage, growth potential, attitudes and demand. The research covered 21 markets from five continents and was completed in July 2007, providing a truly unique global perspective.
Overcoming challenges of implementing mobile audience measurement studies in ...Merlien Institute
Presented by Beth Uyenco, Senior Vice President, International Research - ComScore
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
UK Business Elite Research 2012 & C-Suite on LinkedInNadia James
Educated global digital marketing team of Fortune 500 client on research taken from BE:Europe Business Elite study and data on C-Suite behaviour on LinkedIn.
The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce).
To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.
MAVAM - Acision Monitor of Mobile VAS, Argentina Edition, was produced under request of Acision, the leading mobile data company in the world, from Convergencia Research. This study presents the market data about SMS, MMS, mobile broadband, social network, entertainment, mobile payment and others in Argertina.
Overcoming challenges of implementing mobile audience measurement studies in ...Merlien Institute
Presented by Beth Uyenco, Senior Vice President, International Research - ComScore
at Market Research in the Mobile World Asia-Pacific
30-31 January 2013, Kuala Lumpur, Malaysia
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
UK Business Elite Research 2012 & C-Suite on LinkedInNadia James
Educated global digital marketing team of Fortune 500 client on research taken from BE:Europe Business Elite study and data on C-Suite behaviour on LinkedIn.
The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce).
To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.
MAVAM - Acision Monitor of Mobile VAS, Argentina Edition, was produced under request of Acision, the leading mobile data company in the world, from Convergencia Research. This study presents the market data about SMS, MMS, mobile broadband, social network, entertainment, mobile payment and others in Argertina.
Acision Seizing the Opportunity in Messaging - US Consumer Research May 201224x7 COMUNICAÇÃO
Pesquisa da Acision nos EUA mostra o SMS dominando o mercado de mensagens sobre os serviços alternativos OTT.
Alcance, velocidade e confiabilidade são as principais razões para a preferência, gerando oportunidades para as operadoras introduzirem novos serviços de mensagens de SMS, mas com recursos avançados para assegurar a relevância continuada de mensagens e as receitas
• 91% dos norte-americanos proprietários de smartphone pesquisados ativamente usam o SMS, volume quase 2,5 vezes maior do que o aplicativo de mídia social mais popular e mais de 8 vezes maior do que o aplicativo OTT para smartphone mais popular
• Dois terços dos proprietários de smartphones dos EUA (65%) declararam que precisam do serviço SMS, dos quais 45% se sentiriam perdidos sem ele
• 62% dos usuários americanos de smartphones têm pacotes ilimitados de SMS, concluindo que o preço justo é o fator principal que influencia popularidade do SMS vs serviços OTT / IM
• SMS &Serviço de Mensagens Instantâneas / OTT podem co-existir com os consumidores comprovem que usem canais de mensagens múltiplas depende do tipo de mensagem eo destinatário
College research happens online every day for high school students of all grades as well as their parents.Your website is the source students trust most for information and where they go before they even step foot on campus or apply. According to Google, higher education marketing dollars (as a percent) spent on digital recruitment strategies lag way behind compared to the increasing student shift from traditional media consumption to digital.
In this session we explore how to drive your target prospects to your website, continue a digital relationship with them, while advancing them through the funnel towards enrollment.
Lift Without Loss: New e-retail white paper offers help for tough timesElizabeth Lupfer
Summary: Promotional offers can be effective for increasing online revenue, but they can also cut into margins. An alternative marketing strategy, campaigns based on messaging alone, can increase conversions and boost revenue without the need to discount product prices or shipping charges. In this white paper we share our experiences and lessons learned while creating and managing "zero cost" marketing campaigns on a wide range of commercial web sites.
Acision Seizing the Opportunity in Messaging - US Consumer Research May 201224x7 COMUNICAÇÃO
Pesquisa da Acision nos EUA mostra o SMS dominando o mercado de mensagens sobre os serviços alternativos OTT.
Alcance, velocidade e confiabilidade são as principais razões para a preferência, gerando oportunidades para as operadoras introduzirem novos serviços de mensagens de SMS, mas com recursos avançados para assegurar a relevância continuada de mensagens e as receitas
• 91% dos norte-americanos proprietários de smartphone pesquisados ativamente usam o SMS, volume quase 2,5 vezes maior do que o aplicativo de mídia social mais popular e mais de 8 vezes maior do que o aplicativo OTT para smartphone mais popular
• Dois terços dos proprietários de smartphones dos EUA (65%) declararam que precisam do serviço SMS, dos quais 45% se sentiriam perdidos sem ele
• 62% dos usuários americanos de smartphones têm pacotes ilimitados de SMS, concluindo que o preço justo é o fator principal que influencia popularidade do SMS vs serviços OTT / IM
• SMS &Serviço de Mensagens Instantâneas / OTT podem co-existir com os consumidores comprovem que usem canais de mensagens múltiplas depende do tipo de mensagem eo destinatário
College research happens online every day for high school students of all grades as well as their parents.Your website is the source students trust most for information and where they go before they even step foot on campus or apply. According to Google, higher education marketing dollars (as a percent) spent on digital recruitment strategies lag way behind compared to the increasing student shift from traditional media consumption to digital.
In this session we explore how to drive your target prospects to your website, continue a digital relationship with them, while advancing them through the funnel towards enrollment.
Lift Without Loss: New e-retail white paper offers help for tough timesElizabeth Lupfer
Summary: Promotional offers can be effective for increasing online revenue, but they can also cut into margins. An alternative marketing strategy, campaigns based on messaging alone, can increase conversions and boost revenue without the need to discount product prices or shipping charges. In this white paper we share our experiences and lessons learned while creating and managing "zero cost" marketing campaigns on a wide range of commercial web sites.
Personal branding: Sukses mendapatkan modal min Rp. 15 M dalam 1 hari atau na...Anke Saputro
Orang semiskin apapun selalu punya modal. Karyawan seburuk apapun dapat menjadi seorang champion dan mendapat kenaikan gaji minimal 25% per bulan, Anda mau? ikuti paparan saya berikut ini
The rapid rise of portable technology has forever changed the world we live in. The mobile phone is the world’s largest Internet, computing and communications platform with 2.3bn users; Laptops have overtaken desktops as the PC of choice; the iPod has sold 100m units and a whole wealth of mobile media technologies such as portable
video players are on the cusp of going mass market.
The emergence of these portable platforms has happened in tandem with the massive growth in social media, creating a proliferation of content such as video clips, digital photos, games, podcasts and
vodcasts that can be downloaded or transferred to portable devices and consumed in an out-of-home environment.
Wave 2 - Mobility | UM | Social Media TrackerUM Wave
Wave 2 - Mobility showed how social media moved from being a text-based medium of bloggers and posters to a fully audio visual one full of content creators and sharers.
Find the latest Wave, "Wave 7 - Cracking the Social Code" here http://www.slideshare.net/Wave7
The use of Mobile technology in the workplace is increasing rapidly. As businesses adopt the latest gadgets, research into the effects of working in a 'wired' world also suggest using caution and setting usage guidelines.
Impact of mobile marketing on youngsters for buying electronic gadgets.RahulSingh297288
This report is based on the rapid evolution of mobile technology, and the enthusiasm with
which it has been embraced. These developments have transformed mobile as a
marketing channel. Mobile marketing spend across the world is starting to rise
significantly. In the right circumstances, mobile can be a powerful tool. The rise of
smartphones and tablets has deepened the relationship between consumers and their
devices. The connectivity and technology they give to consumers are helping to drive
several consumer trends, including ‘smart boredom’ and ‘gamification’. They also
transform mobile as a marketing channel. Mobile had always had reach (the sheer number
of handsets in circulation) and location (the fact that phones go wherever the consumer
goes) in its favour. Now it has much more besides. One of the iPhone’s achievements was
to abolish the idea that the ‘mobile web’ had to be a different, lower-grade experience
compared to the PC-based web. Smartphones have opened up areas like mobile search
and mobile social networking like never before. Added to this is the bundle of technology
that comes in a modern phone – cameras, voice and image recognition, QR code readers,
GPS, and a host of new features.
An expanded view by data plan size, OS, device type and LTEDavid Martin
A report demystifying data usage trends on cellular and Wi-Fi networks with an expanded view by data plan size, OS, device type and LTE. Know more at: http://goo.gl/ZQaZMU
Global Mobile - A World-view by Havas DigitalHavas Media
This insights piece reflects on consumer trends and practical opportunities in mobile marketing.
The mobile platform boasts a dizzying number of options avaiable to marketers. The irony of mobile marketing is the enormous penetration of mobile and the enormous flexibility, with the ability for personal even tailored, communication.
Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.
The 2011 Accenture Video-Over-Internet Consumer Usage Survey results give companies a look not only at current trends, but also at where those trends are leading, in terms of both video viewing habits and where revenue growth is most likely to occur:
Although the television still dominates consumers’ viewing preferences (at 92 percent), the diversity of electronic devices that consumers use to view video is evenly divided: 75 percent of respondents use a desktop computer, 72 percent use a laptop and 63 percent use mobile devices to access content. These results suggest a ‘form factor’ challenge when it comes to mobile video viewing. With broad access to video across devices with large screens, mobile video viewing will rarely be the first choice among many consumers.
Watching video on non-traditional devices is trending upward. In the past year, viewing increased on laptops (35 percent), desktops (28 percent) and Internet-enabled TVs (26 percent). These trends were seen across all age groups. Growth percentages for most devices were nearly identical for the 25-to-34 year old and 18-to-24 year old age groups.
The myriad of content delivery choices available in the digital world has also changed the nature of the entire viewing experience, including traditional TV watching. There is no longer a single delivery channel or device that receives the uninterrupted attention of viewers. Of those surveyed, 81 percent said they multi-task with other devices while watching TV. Nearly half (48 percent) use a laptop while watching, 41 percent use a mobile device and 28 percent use a desktop computer.
When it comes to choosing their favorite Internet/broadband TV features and functions, the largest number of respondents (40 percent) pointed to catch-up TV, which enables them to watch content that they may have missed. Only 14 percent of respondents wish to surf the Web on their televisions and only 11 percent desire interactive and social networking functionality.
Although consumers are viewing video on multiple devices, quality rules the day when they consider selecting new services. 48 percent identified clarity of picture and speed of content delivery as the most important technical features they look for in an Internet video service. This proportion was statistically consistent across all age groups. High-definition viewing was a distant second, at 27 percent.
Embedding Employee Engagement throughout the Employee LifecycleElizabeth Lupfer
I recently presented at Ragan Communications conference on how communications can effect employee engagement. My presentation was a 2-hour workshop on how communications plays a key role in helping the organization shift to today's new work environment and how employee engagement initiatives can be more thoughtfully and strategically embedded throughout the organization by using the employee lifecycle as a framework. This also demonstrates four key principles for consistently applying employee engagement: adaptability, relevancy, sustainability and execution.
Presentation to Using the Employee Lifecycle as Your Roadmap to Employee Enga...Elizabeth Lupfer
This is the complementary presentation to the "Using Employee Lifecycle as Your Roadmap to Employee Engagement" #infographic. Presented by Elizabeth Lupfer at the Talent Management Alliance's Employee Engagement conference in July 2014, this presentation is a walkthrough each area of the employee lifecycle and identifies how organization's can develop an employee engagement framework through adaptability, relevancy, sustainability and execution. If you've realized this spells ARSE, then you've got it. Because an ARSE is the foundation for any successful relationship -- employee engagement and the employee lifecycle.
Using the Employee Lifecycle as your Roadmap for Employee EngagementElizabeth Lupfer
Often times, employee engagement initiatives are managed from many areas within Human Resources or Corporate Communications. These efforts can be fragmented in their approach resulting in decreased relevancy and adoption. Using the employee lifecycle provides framework to these efforts so that organizations can ensure their employee engagement initiatives effectively balance the needs of the business against the needs of employees. Using the lifecycle in your employee engagement approach allows you to define the needs of employees based on each lifecycle area and identify opportunities for engagement based adaptability, relevancy, sustainability and execution. This framework was developed and designed by Elizabeth Lupfer of The Social Workplace (@socialworkplace) in July 2014 and was formally presented at the Talent Management Association's Employee Engagement conference.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
3. 3
THE GULF BETWEEN INDUSTRY
EXPECTATIONS AND WHAT
CONSUMERS ARE WILLING TO
ACCEPT IS CURRENTLY VAST.
PORTABLE
PORTABLE MARKETING
MEDIA
CONTENT COMMUNICATIONS
DEVICES
5. 5
EXECUTIVE SUMMARY
Access is universal world-wide Illegal downloads leading the way
• Consumers in the connected world have access to a massive range • Ripping legal CDs to portable devices is the number one source of
of portable devices regardless of local market economic, social and content, 38% have done so. This is still ahead of peer-to-peer illegal
cultural conditions. downloads, which stands at 36%.
Audio devices currently dominate • Both exceed paid-for downloads, which is just 16% despite the fact
• 41% have an audio player versus 20% who have a player with that music is the number one form of portable content that users
video capacity. would pay for.
Mobile phones are evolving from voice to data devices Branded content is the most popular advertising format
• The leading markets are driven by messaging and data. In Japan • Branded content is the most popular of all advertising formats with
just 24% of mobile usage is phone calls, compared to 65% in 67% finding this acceptable or valuable.
the USA.
• Opportunity exists in this future media environment to provide
3G phones are the most in demand portable device worldwide consumers with what they want and drive genuine consumer
• 3G is the number one in demand portable technology – 43% want to benefit by creating, sponsoring or providing access to content.
adopt. This is ahead of all other platforms, including media players,
portable gaming and laptops.
There is a huge appetite for content on these devices that is not
currently being satisfied.
• Role for marketers to create, sponsor and provide access to content
and services.
Portable technology is driving the rise of User-Generated
Content (UGC)
• Digital cameras are the most popular portable device after mobiles –
81% of our connected sample have one. Camera phones are nearly
as popular, 76% have access.
Music, films and games are the most valued content
• Despite the huge amount being created, UGC is the least popular
form of content to consume.
• Professional content producers are not about to be superseded
on future media platforms.
6. 6
HOW WE DID IT
The research was conducted via self completion online surveys All the sample groups were nationally representative to the mobile,
by 10,000 16-54 ‘Connected World’ individuals who are Internet internet-connected universe (Figure 1). In many of the more emerging
connected mobile phone users. Although there are hundreds of markets this defaults to an urban sample.
millions of mobile users without access to the Internet, it was felt that
This selection of countries provided a universe of 690m, 30% of the
the dynamic between mobile and online was essential to access the
global mobile universe. The mix of saturated, maturing and emerging
full range of content and understand the relationship between portable
markets allowed for in-depth and robust assessment of the current
technology and the Internet.
and future global position.
Almost 500 people were sampled in each of the following markets:
France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico,
Brazil, India, China, South Korea, Japan, Pakistan, India, Thailand,
Malaysia, Singapore, Philippines, Taiwan and Australia.
Figure 1: Market universe: 690m
Universe Size
180
158.3
160
140
126
120
100
80
64.7
60
44.4
28.6 29.7 30.5 38
40 25.3 25.6
11.4 11.5 11.6 12.2 17 17.6 18.2
20 2 7 7.6
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Source: Internet World Stats, TGI Europa, Simmons & Local market surveys
7. 7
“THE MINIMUM REQUIREMENT TO BE INVOLVED WAS
A MOBILE PHONE AND ACCESS TO THE INTERNET.”
MARKETS TARGETED IN RESEARCH
France, Russia
Germany, South Korea
USA Greece, Italy, Japan
Spain, UK, Pakistan China
Mexico India Taiwan
Philippines
Thailand
Malaysia
Brazil
Singapore
. Australia
9. 9
WHICH PORTABLE PLATFORMS
ARE THE MOST POPULAR? Figure 2: Device ownership global average
90 90
Portable devices have proliferated over the past few years - Figure 2
Fig 2 80
Fig 2 80
% Ownership
% Ownership
shows the global average for device penetration amongst our sample 70 70
of mobile and internet connected individuals. The ranking of devices 60 60
50 50
is particularly relevant as it demonstrates the entry points for content 40
40
and advertising. 30 30
20
20
The portable device that leads the way is the digital camera, 10
10
0
with 75% currently owning one. This high availability of cameras 0
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the iPod. At a global level this can be attributed to the success of
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low-cost flash players in the Asian markets. It is also clear how
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audio-only platforms lead video ones. This is a clear implication on
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the distribution of portable content.
Laptops are now more likely to be wireless and at 31% are an
Figure 3: Multiple device ownership global average
established platform for out-of-home and significantly lead portable
gaming devices. 1 (Just a
mobile)
1 (Just a 2
At 31% 3G compares favourably to many other portable media mobile) 3
9%
2 Fig 3
technologies amongst our mobility audience. Dedicated 3
4 9%
29%
mobile email devices such as the Blackberry have yet to make an Fig 3 5+
impact with just 6% claiming to use them, showing that they are still
4
29% 18%
5+
firmly business devices. 18%
Unsurprisingly multiple device ownership is the norm (Figure 3).
A massive 25% have five or more of these devices in their ownership.
19% 25%
19% 25%
10. 10
COUNTRIES COMPARED
When looking at adoption by market (Figure 4) the main surprise Figure 4: Device penetration by market
is the extent of ownership in supposedly ‘less developed’ markets.
This reflects the nature of the connected audience and shows how Portable media player Laptop Digital Camera
100
involved and active this segment of Internet-connected mobile users 90
are, regardless of a low overall penetration within their country. If you 80
are connected you are connected, where ever you are in the world. 70
% Ownership
60
This underlines the divide that exists in emerging markets between the 50
online and the offline audience. 40
30
Looking at specific devices it is clear that the portable media player 20
(music, video and combined players) is the main portable technology 10
0
platform. The majority of these devices are music only and the high
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levels of usage in emerging markets can be linked to the popularity
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of low cost flash based players such as iRiver and Creativelabs.
Al
Laptops are the second biggest platform, a real proof of its increasing
dominance over desktops in all markets. Portable gaming in
many cases is more popular among the connected audience in
the emerging markets than the connected audience in supposedly
‘developed markets’.
11. 11
THE IDEA OF CONVERGENCE
IN TECHNOLOGY
Convergence in portable technology is a theme that rises again and
again. The huge number of consumers with multiple devices (Figure 5)
shows that it is something that is yet to catch on. Despite this there
is a push to provide us with devices that deliver everything – mobile,
gaming, music, video and applications all in one. Apple’s launch of
the iPhone and the hype that followed epitomises this. Also the growth
of mobiles with music facilities as previously demonstrated shows the
Figure 5: Percentage Completely Agree with the statement “I like
creep of convergent devices. It is also particularly pertinent considering
Fig 4 the idea of having one portable device to fulfill all my needs”
the large number of portable devices that the mobility audience own.
Mexico
Malaysia
Figure 5 shows the percentage that agree with the statement “I like Brazil
India
the idea of having one portable device to fulfil all my needs” and there Philippines
Spain
is a clear trend. The top markets driving the demand for convergence Greece
China
are the emerging markets. Mexico leads with a massive 79% strongly Pakistan
Russia
attracted to the concept of convergent devices. The next seven markets Italy
Singapore
are Malaysia, Brazil, India, and the Philippines. The markets where Thailand
the convergence is least popular are all affluent. The lowest figure is Australia
France
Japan with 27%, Taiwan with 29% and the US with 31%. Convergence UK
South Korea
is clearly driven less by aspiration and more by financial necessity. Germany
US
There is no real need for a convergent product in the US, Germany Taiwan
Japan
and Japan – multiple dedicated devices is affordable and aspirational.
0 20 40 60 80
% All Agree
Convergence – “The concept of a technological device delivering more than one application
or purpose. For instance a mobile phone may also play music or stream live TV. Devices
have become increasingly convergent as technology has miniaturised and competition
between devices manufacturers has increased.”
12. 12
BOND WITH PORTABLE
TECHNOLOGY
To understand the relationship respondents have with their portable
technologies we asked them to declare which ones were always taken
out-of-home and which ones were occasionally used. The results
(figure 6) are very clear; the mobile phone is the key device and
has the strongest relationship with the user. Virtually 100% of our
universe take the phone everywhere they go. The next most important
technology is the portable music and video player, with more than 40%
of owners always taking out-of-home.
Figure 6: Which devices do you take out of home? Global average
Sometimes Take
Always Take
100%
90%
% Take Out Of Home
80%
70%
60%
50%
40%
30%
20%
10%
0%
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13. 13
THE ROLE OF PORTABLE
TECHNOLOGIES
Respondents were asked to state what device they typically used in The laptop in contrast, is all about in-home usage. Unsurprisingly it
certain occasions. Figures 7 - 10 show the top usage occasions for is driven by working and studying but the extent to which users are
portable devices. combining laptop usage with in-home media consumption shows
how important it is for online and TV and online and radio. This is
Mobile Phones usage is clearly defined by travelling, four of the top
confirmation in a global context of the much talked about concept of
six are forms of transport, trains, underground, bus, walking and the
‘media meshing’ i.e consuming more than one media at the same time.
top quite surprisingly is in a car. The two out-of-home occasions when
mobiles are most used is at work and while shopping. The combination Portable media players and portable gaming share the same
of these needstates shows how crucial the mobile is to our out-of-home needstates – it is all about travel, with a mix of short commuting and
lives. It is also interesting that the commonly held stigma that people long-haul travel. It is also very interesting to see that these two devices
do not want to use mobile phones on public transport does not apply. have also crossed over with in-home media consumption – again
These figures reflect the huge growth of data and messaging. driving the idea of media meshing but in more of an unexpected way.
It is clear from all platforms that portable technology also has a key role
Fig 7 to play in the home. Fig 8
Figure 7: Where do you use your mobile phone? Global Average Figure 8: Where do you use your laptop? Global Average
Mobile Phone Laptop
In a car (passenger) At home while watching TV
Walking At home while listening to the radio
Shopping At work
At work At home while on the Internet
On a bus On a plane
On train / underground In a car (passenger)
58 60 62 64 66 68 70 72 0 5 10 15 20 25 30 35
% use % use
Figure 9: Where do you use your portable media / music player? Global Average Figure 10: Where do you use your portable gaming device? Global Average
Portable Media / Music Players Portable Gaming Device
On train / underground On a plane
Walking On train / underground
On a bus In a car
While exercising On a bus
On a plane At home while listening to the radio
At home while watching TV At home while watching TV
0 5 10 15 20 25 30 35 40 45 0 1 2 3 4 5 6 7 8 9 10
% use % use
14. 14
FUTURE GROWTH IMPLICATIONS
Good news for the mobile phone manufacturers and the networks, The extent of portable device ownership is staggering, both in terms
43% of the global sample intend to obtain a 3G phone in the future, of penetration across markets and the number of devices that users
promising huge potential (Figure 11). This is followed by video iPods; have. There is clearly a massive demand across the connected world
not only good for Apple but an indication that out-of-home video is for these products and the lifestyle they enable. At present the
set to be a major global platform. Wireless laptops come in third, key platforms for marketers and advertisers are centred around
confirming the ever growing demand for portable computing. audio, with the mp3 player and the audio only iPod being found
everywhere. In theory this should be reflected in the content that is
The technologies that lag are varying. The Nintendo DS lags its rival
produced today.
Sony PSP, indicating that dedicated gaming devices are not as popular
as multiple content devices. Non-wireless laptops follow, confirming the The short-term future is multi-media. 3G phones are the number one
shift in demand to flexible out of home computing. Next come portable most in-demand portable product, while the video iPod is number
email devices which show that consumer demand for dedicated email two. Two key platforms for the distribution of video.
is still relatively low thanks to its association with business.
It is also clear how important portable technology is becoming a
source of User-Generated Content, as well as a media platform.
The digital camera is the number one portable technology device
in its own right and a key link between the mobile world and social
Figure 11: Which devices are you interested in purchasing in the future? Global Average media platforms.
Global Average Nonetheless the primary portable will always be the mobile phone.
Firstly it is ubiquitous, secondly there is massive demand for 3G
3G enabled mobile phone
Ipod (video capability) guaranteeing its role as future multi-media device and thirdly its
Laptop with wireless (e.g Centrino) carried out-of-home on 100% of occasions. Particularly as they
Mobile Phone
Digital Camera
continue to move away from multi-media devices.
Other portable media player
PDA (personnel digital assistant)
Other MP3 / digital audio player
Ipod (audio only)
PSP (Playstation portable)
Portable email device (e.g Blackberry)
Laptop without wireless/wifi
Nintendo DS
0 10 20 30 40 50
% plan to purchase
15. 15
MOBILE PHONE USAGE
The mobile phone is the worlds biggest computing and portable There are however big variations by markets, even among the numbers
media platform. It is forecasted that 3.3bn will be connected by 2011* of phone calls and SMS messages sent. Figure 13 shows the share of
– growth driven by Asia, Africa and Latin America. The developed mobile usage occasions by country. The immediate observation is the
markets have reached or are reaching 100% penetration; extraordinary overall share of SMS, which has extensively eaten into voice usage, but
Fig 12
for a relatively young technology. yet to be impacted by MMS.
Figure 12 shows the extent to which users have integrated phones into The other striking fact is the extent to which Japanese usage is driven
their lives. On averageUsed the our global sample makes more than five5+ times by data, with 23% of usage made up by Internet usage – by far the
41% of Internet a day
calls a day, while 35% send more than five texts a day; a huge volume 2 – 4 times a day in the world. Only three markets have phone calls above 60%
highest
Send a picture (MMS)
of communication. Once a day usage occasions: USA, Thailand and Taiwan and this will surely
of
message
2 – 3 times a week
decline over time.
Internet and MMS frequencies are much lower, but not insignificant. Once a Week
Send a text (SMS)
30% use mobile internet more than once a week and 34% send
message Less often
an MMS more than once a week – encouraging opportunities for Have used once
Never
multimedia content. Make a phone call
*MIC (Market Intelligence Center)
0% 50% 100%
Figure 12: Frequency of using your phone by method of communication - global average Figure 13: Percentage share of total usage occasions by method of
% frequency of communication
communication - global average
12 Fig 13
Phone Calls Text (SMS) Text (MMS) (Internet)
USA
UK
Used the Internet
5+ times a day Thailand
Taiwan
2 – 4 times a day
Send a picture (MMS) Spain
Once a day South Korea
message
2 – 3 times a week Singapore
Once a Week Russia
Send a text (SMS)
message Less often Philippines
Have used once Pakistan
Never Mexico
Make a phone call Malaysia
Japan
Italy
0% 50% 100% India
Greece
% frequency of communication
Germany
France
Phone Calls China (SMS)
Text Text (MMS) (Internet)
USA Brazil
UK Australia
Thailand Global Average
Taiwan
Spain 0% 20% 40% 60% 80% 100%
South Korea
Singapore % Share of total mobile phone communications occasions
Russia
Philippines
16. 16
MOBILE PHONE FEATURES
Multi-media handsets are now the norm amongst our connected Only two markets fail to reach the 60% penetration threshold, which is
universe. Figure 14 shows feature penetration across the sample. interestingly India and the US - two markets at the opposite ends of the
The enablers of content creation and media are now all mainstream. economic development scale.
Colour screens, cameras, web browsing and MMS are all around the
Comparing this to the penetration of music players, a slightly different
80% penetration mark. However convergence features have had
picture emerges. There are a larger number of developed mobile
mixed performance. Music players have reached 50% penetration,
markets further down the table. The relatively strong performance of
but more emerging technologies such as Live TV, video calling and
developing markets reflects the financial necessity of convergence
payment technologies have yet to make significant penetration, all
– the idea of having separate portable devices is more of a luxury.
falling below 20%.
Not a problem in markets such as Japan, the US and France where
There are however significant differences when you look at the market dedicated business and multiple handsets are more likely to exist.
splits. Figures 15 and 16 show the claimed penetration of camera
phones and music players – two key technologies for creating content
and enabling media on a mobile device. The markets leading the
charge are a mix of developed Asian markets and European; South
Korea, Greece, Japan, Singapore and the UK make up the top five.
fig 15 fig 16
Figure 14: Mobile phone feature penetration - global average
fig 14 Figure 15: Penetration of cameras on Figure 16: Penetration of music
mobile phones players on mobile phones
Global Average Camera Music Player
Colour Screen South Korea China
Picture messages (MMS) Greece Greece
Camera Japan South Korea
Internet browsing (WAP / GPRS) UK UK
Emails Italy Italy
Video Camera Mexico Global Average
Bluetooth
China Spain
Music Player
FM Radio
Spain Camera Mexico
Global Average Brazil
Video Calling
France Germany
Facility to watch live TV South Korea
Australia Russia
Electronic payment system Greece
Germany India
0 20 40 60 80 100 Russia Australia
Japan
Brazil France
% penetration India UK Japan
US Italy US
Mexico 20
0 10 30 40 50 60 70 80 90 100 0 20 40 60 80
% penetration % penetration
China
Spain