Reportlinker Adds Mobile Internet

NEW YORK, April 6 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Mobile Internet

http://www.reportlinker.com/p0185968/Mobile-Internet.html

Breakthrough in the mobile Internet is now being seen on the supply side, in the form of networks, devices, tariffs and applications. Yet it is too early to say that mass market has been reached, except in Asia, and revenue models are still uncertain. This report analyses the market's growth momentum up to 2014 and the strategies being rolled out by the players, factoring in both technological and business challenges, and the recent trend of application stores.

Key questions

• Is the market finally taking off in Europe?
• What impacts are smartphones and application stores having on the market?
• Which services are actually being used, and what are the breaks and triggers?
• How are the handset players, Internet giants and operators strategically competing?
• What are the potentials of mobile advertising, services and commerce business models?
• What is the market outlook for the mobile Internet up to 2014?

Database included - Market Forecasts 2009-2014

• by zone: Asia-Pacific, Europe 27, North America, World
• by country: France, Germany, Italy, Spain, UK, Japan, South Korea, US

Table of Contents

1. Executive Summary . 9

1.1. The real take-off of mobile Internet ... 10

1.2. The market is pushed by major technological and marketing enablers . 10

1.3. Most remaining few hurdles can be overcome . 11

1.4. The real challenge now on the mobile Internet is to turn use into revenue .... 12

2. Methodology ... 14

Scope of the study .15

3. Market structure and key factors .... 16

3.1. Market segmentation .. 16

Definition 16

3.1.1. Segmentation with respect to fixed services ..... 17

3.1.2. Segmentation by type of services ..... 17

3.1.3. Segmentation by means of surfing the (mobile) Internet .. 19

3.2. The App Store trend .... 19

3.2.1. The emergence of application stores 19

3.2.2. The new standard business model ... 22

3.3. Emerging mobile-centric services ..... 23

Near Field Communication (NFC) .......23

2D Barcodes ..27

Image recognition and augmented reality .28

3.4. Current market estimates . 30

3.4.1. Shipments of smartphones . 30

3.4.2. Mobile Internet penetration . 31

3.4.3. Mobile Internet access revenues 32

3.4.4. Mobile Internet advertising revenues 33

3.4.5. Mobile apps revenues .... 35

3.5. Key drivers ..... 36

3.5.1. Key Technologies .. 36

Network Infrastructures ..36

Improvements in handsets .....37

Mobile Internet Software and Applications 40

Mobile Internet addressing system ......44

Summary of technological issues 45

3.5.2. Data plans to enable mobile Internet 46

Patterns of unlimited offerings in major countries ......46

Limitations .....49

3.5.3. Mobile assets 50

Mobile Internet Services, 2009-2014

4. Consumption / Usage . 52

4.1. Services used in mobile Internet ....... 52

4.1.1. Trends in applications .... 52

Typology of uses ....54

International comparison: the USA ahead of Europe 55

Japan ahead of the USA 55

4.1.2. Most popular mobile Internet sites .... 56

4.1.3. Trends in usage by advanced (smartphone) users ... 58

4.1.4. The use, or not, of carrier portals 59

4.1.5. Fixed/mobile comparison .... 59

4.2. Breakdown of usage trends ...... 60

4.2.1. Demographics ....... 60

Internet user is rather middle-aged ......60

Uses are different for each age segment ..62

Mobile Internet user is rather male ......62

Young people are more aware of application stores .63

4.2.2. Place of consumption ..... 64

4.2.3. Frequency of use ... 65

Overall frequency of use .65

Frequency of use by application ..66

4.3. Brakes and triggers for widespread adoption ... 66

4.3.1. Main barriers for adoption ... 66

Battery life is still a problem even for iPhone users ...67

Ergonomics could be improved too .....68

4.3.2. Main triggers for adoption ... 68

iPhone has been a determinant trigger for mobile Internet adoption 68

Applications store of iPhone has triggered usages ...69

Mobile Internet users are rather open to new services ......69

One size does not fit all ..69

5. Market structure and player strategies ... 71

5.1. Industry structure 71

5.1.1. Value chain .... 71

5.1.2. Competition structure ..... 73

Handset Players .....73

Internet giants 73

Mobile telcos ..73

5.1.3. Business models .... 73

Mobile advertising ..74

Fee-based mobile apps and services ..79

M-commerce: waiting for take-off 81

Other revenues ......84

5.2. Company profiles 84

5.2.1. Handset players ..... 84

Overall synthesis ....84

Apple ......85

Nokia ......86

Research In Motion (RIM) ......87

HTC .......88

5.2.2. Internet giants 89

Overall Synthesis ...89

Google ...90

Microsoft 92

Yahoo ....94

Facebook .......96

5.2.3. Mobile telcos . 97

Overall summary ....97

Orange: keeping the walled garden .....98

Vodafone: from Vodafone Live! to Vodafone 360 ......99

T-Mobile: a tariff centered approach ....100

NTT DoCoMo: pursuing the i-mode model ......101

SK Telecom .103

AT&T Wireless .....103

5.3. Strategic analysis ...... 104

Battle for control and early positioning ....104

Development of off-portal .....104

6. Markets and forecasts ...... 107

6.1. Market development factors ... 107

6.1.1. Analysis of growth drivers . 107

6.1.2. Forecast hypotheses ... 108

6.2. Market forecasts ....... 108

6.2.1. Shipments of smartphones ....... 109

6.2.2. Mobile Internet penetration ....... 110

6.2.3. Mobile Internet access revenues .... 110

6.2.4. Mobile Internet advertising revenues ...... 112

6.2.5. Mobile apps revenues .. 114

6.3. Data book ..... 114

List of Tables

Table 1: Trends with mobile Internet services compared to fixed services ... 17

Table 2: Type of services .. 18

Table 3: The three ways to surf the mobile Web ... 19

Table 4: Number of applications for the application store ..... 21

Table 5: Top five mobile data services that non-users intend to start using . 21

Table 6: Overview of application stores .. 22

Table 7: 3G and 3G+ coverage in major countries ....... 36

Table 8: Unlimited data plans in EU5 and the USA ...... 47

Table 9: Data tariffs offered by the five UK MNOs 48

Table 10: Mobile Internet uses in the USA by category, February 2009 . 54

Table 11: Trends in visit frequencies between 2008 and 2009 ....... 54

Table 12: Subscriber loyalty to carrier portal in France ... 59

Table 13: Mobile Internet users by gender, age, and income . 61

Table 14: Top news and information categories, by age, in EU5 .... 62

Table 15: Top times for mobile video use . 64

Table 16: Average score of satisfaction with smartphone users (scale 0 to 100) . 67

Table 17: Satisfaction level of mobile sites content and ergonomics ...... 68

Table 18: Average score of satisfaction of smartphone users 69

Table 19: Interest in new services for mobile Internet users ... 69

Table 20: Mobile Web ad format .. 74

Table 21: Pricing, ROI and revenue sharing on selected Mobile advertising networks 75

Table 22: Comparison of gross CPM prices on selected Microsoft fixed and mobile Websites ... 78

Table 23: Comparative cost and effectiveness of Web and mobile display .... 78

Table 24: Key Google acquisitions in mobile arena 91

Table 25: Key Microsoft acquisitions in mobile arena ..... 93

Table 26: Key Yahoo! acquisitions in mobile arena 95

***

List of Figures

Figure 1: Type of services .. 17

Figure 2: Number of applications developed by platforms (from 2002 to 2008) ... 20

Figure 3: From proprietary to collaborative platforms ..... 20

Figure 4: Average price of iPhone applications 23

Figure 5: Using a NFC phone for a mobile transaction .. 24

Figure 6: Trends of NFC in the handset market ..... 25

Figure 7: How Edy works as a NFC payment service .... 25

Figure 8: NFC reader-embedded gate at Japan Railway stations . 26

Figure 9: Trialling smart posters of film trailers and screenshots ... 26

Figure 10: McDonalds coupon on mobile phone 27

Figure 11: QR Code ..... 27

Figure 12: QR codes in Tada Gets magazine .... 28

Figure 13: Google Goggles ... 29

Figure 14: Augmented reality by Paris Metro ..... 29

Figure 15: Protype of ARhrrrr, an augmented reality mobile game .. 29

Figure 16: Share of smartphones in mobile shipments, 2007 – 2009 ...... 30

Figure 17: Mobile Internet penetration, 2007-2009 .. 31

Figure 18: Mobile Internet access revenues for the countries of EU5, 2007-2009 32

Figure 19: Mobile Internet access revenues USA, Japan, South Korea, EU27 and worldwide, 2007-2009.. 32

Figure 20: Mobile Internet advertising revenues for the EU5 countries, 2007-2009 ....... 33

Figure 21: Mobile Internet advertising revenues for USA, Japan, South Korea, EU27 and worldwide, 2007-

2009 .... 34

Figure 22: Mobile apps revenues by zone, 2007-2009 .... 35

Figure 23: Worldwide handset shipments, by category .... 37

Figure 24: Worldwide smartphone shipments, by manufacturer ...... 37

Figure 25: Sales forecasts for 3G1 and 3.5G terminals .... 38

Figure 26: Software layers in mobile phones ..... 41

Figure 27: OS market shares in 2008 and 2009 43

Figure 28: Two tiered unlimited data tariff (NTT DoCoMo, Japan) ... 47

Figure 29: Vodafone Live! monthly plan in Europe .. 49

Figure 30: Mobile Internet uses in the USA, February 2009 .... 53

Figure 31: Recent uses of mobile data applications used in USA and EU5 ..... 55

Figure 32: Mobile Internet uses in Japan 2007/2008 ....... 56

Figure 33: Top mobile sites in the USA . 57

Figure 34: Top mobile sites in the UK, and corresponding PC popularity 57

Figure 35: Types of applications used by mobile subscribers, smartphone users, and iPhone users ... 58

Figure 36: Type of services by mobile subscribers, smartphone users and iPhone users .... 58

Figure 37: Subscriber loyalty to carrier portal in the USA 59

Figure 38: Usage by fixed and mobile subscribers in the USA 60

Figure 39: Mobile Internet users by age in the USA . 61

Figure 40: Usage in Japan, by age ....... 61

Figure 41: Mobile Internet users by gender in the USA, EU5 and Japan . 63

Figure 42: Public awareness of application stores ... 63

Figure 43: Place of mobile Internet use . 64

Figure 44: Place of mobile banking use, March 2009, USA ..... 65

Figure 45: Frequency of use of mobile Internet .. 65

Figure 46: How often do you perform the following functions using your iPhone? . 66

Figure 47: Barriers to use of mobile Internet ...... 67

Mobile Internet Services, 2009-2014

www.idate-research.com © IDATE 2010 8

Figure 48: Consumer-desired improvements for mobile Internet ..... 67

Figure 49: Impact of iPhone on browsing ... 68

Figure 50: Desired new features of iPhone users .... 70

Figure 51: Value chain and positioning of major players .. 72

Figure 52: Sponsored link on a mobile search results page .... 76

Figure 53: Display ads on the portals of three French operators ..... 77

Figure 54: The Japanese mobile Internet business model ....... 81

Figure 55: Retailer perspectives on major improvements likely to encourage m-commerce adoption .. 82

Figure 56: Handset manufacturer perspectives likely to encourage m-commerce adoption .. 82

Figure 57: Number of mobile payment users worldwide .. 83

Figure 58: Amazon Mobile Payment Service ..... 83

Figure 59: Strategic positioning of major handset players ....... 85

Figure 60: View of Microsoft Windows Market place 93

Figure 61: Strategic positioning of select major operators ....... 98

Figure 62: The i-concier service by NTT DoCoMo . 103

Figure 63: Share of smartphones in mobile shipments, 2010-2014 forecast . 109

Figure 64: Mobile Internet penetration, 2010-2014 forecasts . 110

Figure 65: Mobile Internet access revenues for EU5 and South Korea, 2010-2014 forecasts .... 111

Figure 66: Mobile Internet access revenues USA, Japan, EU27, Asia-Pacific and worldwide, 2010-2014 forecasts 111

Figure 67: Mobile Internet advertising revenues for EU5 and South Korea, 2010-2014 forecasts ..... 112

Figure 68: Mobile Internet advertising revenues for USA, Japan, EU27, Asia-Pacific and worldwide, 2010-

2014 forecasts ... 113

Figure 69: Mobile apps revenues by zone, 2010-2014 .. 114

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