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Room for Improvement: Young Europeans Pursue the Killer Mobile App
Pyramid Research, Inc., Jan 2009, Pages: 26
Adoption of advanced mobile applications will flourish in the youth markets of most Western European countries, while most Central and Eastern European markets will see lower adoption levels over the next several years.
Room for Improvement: Young Europeans Pursue the Killer Mobile App explores the differences between mobile application adoption trends of WE and CEE mobile youth markets. The 26-page report includes 4 case studies on mobile games, mobile social networking, mobile music, and ringtones and reveals key findings and recommendations for mobile operators and handset vendors.
Pyramid Research estimates that mobile applications such as ringtones, wallpapers, games, music, video, as well as Internet browsing will yield US$139.6 billion across all European markets in the 2009-2014 period; the revenue coming from CEE countries will account for only about 18 percent of this number, whereas WE mobile customers will likely account for $115.8 billion, notes Stela Bokun, analyst at Pyramid Research and author of the report. 'The main reasons behind the difference in trends in WE and CEE youth markets are the related to the gap in income levels, quality of user experience, as well as the difference in mobile operators' focus and the penetration of new trends across the two regions in Europe,' she explains.
'The strong trend of adoption of advanced mobile applications among mobile youth will most certainly continue to grow, but understanding who will buy what in the youth market over the next several years is essential to the success of application developers, mobile handset vendors, and, particularly, mobile operators across Europe,' Bokun says. 'The adoption of advanced mobile applications among young Europeans will also depend on whether the operators in a given market target young people with special offers more appealing to this segment, as well as at a pace at which all new trends penetrate the market.'
Key Findings:
- Advanced mobile applications, such as mobile TV, music, mobile social networking and interactive multiplayer mobile games, will flourish in the youth markets of most Western European countries, while it is likely to see lower adoption levels in the majority of Central and Eastern European markets in the next several years. The main reasons behind the difference in trends in WE and CEE youth markets are the related to the gap in income levels, quality of user experience, as well as the difference in mobile operators’ focus and the penetration of new trends across the two regions in Europe.
- The negative migratory trends across most CEE markets are resulting in a poorer young mobile clientele who spend less on sophisticated mobile handsets, plans and advanced mobile applications. Furthermore, what CEE young mobile customers get for the money is less appealing than what is offered to their WE peers. An exception to this is the Czech Republic, which is, due to its more favorable economic environment, seeing similar net migration rates as some Western European markets.
- Mobile user experience is almost as important a variable as price when a young European is deciding on the type of mobile applications he or she will use. It is our opinion that this will likely drive many CEE young mobile customers away from interactive or 3D games, videos and other advanced mobile applications that require high Internet speeds and advanced handsets. Many CEE youngsters will stick to wallpapers and ringtones for another couple of years.
- The adoption of advanced mobile applications among European youth will also depend on whether the operators in a given market target the youth segment with special offers that are more appealing to young people, as well as at a pace at which all new trends penetrate the market. We believe that the variety of offerings for young people and the penetration of new trends among youngsters are greater in WE.
Room for Improvement: Young Europeans Pursue the Killer Mobile App is part of the Europe Telecom Insider report series. Telecom Insiders are packed with trend analysis, industry best practices, market sizing and forecasting, competitor analysis, and case studies, providing you information you can leverage to make better business decisions.
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