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Apps and the Mobile Internet - The Battle of the Platforms: both Native and Web Apps - 4th Edition

  • ID: 2022715
  • Report
  • January 2012
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Mobile Internet is here and geared for growth, despite the global recession. For 2016 the worldwide penetration rate of Mobile Internet will reach 34.7% - or 2.89 billion users - generating service revenues (apps and advertising) of 43.3 billion EUR. This report provides detailed information about market's structure, data & forecasts 2008-2016, player profiles and strategies. It also spotlights the current and upcoming trends and the different kinds of mobile Internet usages.

The report answers the following questions:

- What are the key figures in the main European, American and Asian markets for mobile Internet?
- Which of the device or content will be more important for platform players?
- Who will control the user data? What conflicts between interoperating platforms can be observed?
- What role for HTML5? Can it be an attractive alternative to the native apps and are there already hybrid solutions?
- Which will be the main revenue source for mobile Internet?
- What are the key drivers for this market?

>This report ships with a database
- Market data & Forecasts 2008-2016 by zone & by country
- Market volume & market value


Market Volume
- Number of mobile subscriptions
- Number of 3G subscriptions
- Share of 3G subscriptions
- Shipment of mobile phones
- Number of subscribers of mobile phones
- Shipments of smartphones
- Number of subscribers of smartphones
- Share of smartphones in shipments
- Shipment of tablets
- Number of subscribers of tablets
- Number of mobile Internet users
- Mobile Internet penetration

Market Value
- Mobile Internet service revenues
- Mobile Internet advertising revenues
- Mobile apps revenues
- Total mobile Internet service revenue

About the Author

Soichi NAKAJIMA, Head of Project, Senior Consultant

Soichi joined IDATE as a senior consultant in January 2009.

His main area of endeavour is the mobile communications market, such as the mobile Internet, applications, contents and services, the analysis of strategies employed by the various players, scenario building and forecasts. He also works on other business potentials for the mobile Internet,
such as smart grids and VoIP.

Before coming to IDATE, Soichi worked for NTT DoCoMo, Japan’s largest mobile network operator by subscriber numbers, where he played a leading role in the strategic planning of the roll-out of Japan’s first 3G M2M data-only tariffs.

Soichi holds a Bachelors degree in mathematics, from the University of Nottingham in the UK.
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This report is part of a study also including an Excel database and a PowerPoint presentation

1 Executive Summary
2 Methodology
3 Market structure and key factors
3.1 Market overview
3.1.1 Market segmentation
3.1.2 Product / service trends
3.2 Current market estimates
3.2.1 Shipments and subscription numbers of smartphones
3.2.2 Shipments and subscriber numbers of tablets
3.2.3 Mobile Internet penetration
3.2.4 Mobile Internet advertising revenues
3.2.5 Mobile app revenues
3.3 Key drivers
3.3.1 Network technologies
3.3.2 Smartphone and tablet technologies
3.3.3 Web apps and native apps: the HTML5 debate
3.3.4 NFC, Open data, LBS and Cloud services
3.3.5 Traffic management and Net Neutrality
3.3.6 Mobile Internet usage trends
3.3.7 Major categories of services
4 Market structure and player strategies
4.1 Industry structure and Value chain
4.2 Competition structure / landscape / environment
4.2.1 The mobile devices market
4.2.2 The tablet market
4.2.3 Mobile OS and ecosystems
4.2.4 Mobile app storefront strategies
4.3 The developer perspective
4.3.1 Origins of developers
4.3.2 Developers must get their satisfaction
4.3.3 Future direction for developers
4.4 Business models
4.4.1 Mobile advertising
4.4.2 Revenues from app sales
4.4.3 M-commerce
4.5 Company profiles
4.5.1 Device vendors
4.5.2 Internet giants
4.5.3 Mobile network operators
4.6 Strategic analysis
4.6.1 The dust settles on the mobile OS battlefield
4.6.2 The reality of app stores and the developer perspective
4.6.3 The way forward for mobile operators
4.6.4 Native apps, Web apps and hybrids will and already co-exist
4.6.5 Platforms to fight for data control over mobile Internet
5 Markets and forecasts
5.1 Market development factors
5.1.1 Mobile assets
5.1.2 Analysis of growth drivers
5.1.3 Forecast hypotheses
5.2 Market forecasts
5.2.1 Smartphone shipments and subscribers, in numbers
5.2.2 Shipments and sub numbers for tablets
5.2.3 Mobile Internet penetration
5.2.4 Mobile Internet advertising revenues
5.2.5 Mobile apps

Table 1: Trends with mobile Internet services compared to fixed services
Table 2: Type of services
Table 3: LTE deployments worldwide
Table 4: LTE devices shipments forecast (thousands)
Table 5: Verizon Wireless tariffs
Table 6: Examples of LBS apps for mobile handsets
Table 7: Traffic management by MNOs in various countries
Table 8: Consultations and regulation status regarding traffic management
Table 9: Preferred device (Mobile, PC or Tablet) in terms of activities, by world areas
Table 10: Mobile Web service usage in terms of reach in the EU5
Table 11: App storefronts segmentation
Table 12: Comparison of major app storefront features
Table 13: Detailed examples of mobile network operator app storefronts
Table 14: Platform hardware and software fragmentation
Table 15: App storefront payment methods
Table 16: Gross CPM rates of banners on the Orange Mobile portal
Table 17: Examples of mobile apps offering location-based services
Table 18: Support for in-app purchase
Table 19: Comparison of air travel apps by Mobiata
Table 20: Commonly-used mobile payment solutions by transaction type
Table 21: Estimated transaction costs

Figure 1: User data and revenue flow between Apple and Le Monde
Figure 2: Type of services
Figure 3: Cloud computing
Figure 4: Share of smartphones in mobile shipments, 2009 – 2011
Figure 5: Number of subscribers of smartphones, 2009 – 2011
Figure 6: Number of tablets shipments, 2009 – 2011
Figure 7: Number of subscribers of tablets shipments, 2009 – 2011
Figure 8: Mobile Internet penetration, 2009-2011
Figure 9: Mobile Internet advertising revenues for the EU5 countries, 2009-2011
Figure 10: Mobile Internet advertising revenues for USA, Japan, South Korea, EU27 and China, 2009-2011
Figure 11: Mobile app revenues for USA, Asia-Pacific and EU27, 2009-2011
Figure 12: Mobile app revenues by zone, 2009-2011
Figure 13: The future of the mobile devices: How it will look in five years from now
Figure 14: Software layers in mobile phones
Figure 15: Using a NFC phone for a mobile transaction
Figure 16: VoIP access prohibited in a Orange UK data browsing offer
Figure 17: Free Skype-to-Skype calls authorised on the « 3 » UK network - advertisement
Figure 18: Year on growth of global mobile Internet activities, 2010 vs. 2011
Figure 19: Download rate of most popular apps, by category, in the USA
Figure 20: Percentage of users preferring browser or app
Figure 21: Frequency of recalling seeing a Web/app Ad
Figure 22: Age of mobile owners who recall seeing a Web/app ad
Figure 23: The mobile Internet value chain
Figure 24: Smartphone market shares
Figure 25: Mobile handset market shares by vendor in volume, 2007- 2011
Figure 26: Worldwide tablet sales ('000)
Figure 27: Smartphone OS market share as of the first three quarters of 2011
Figure 28: App Distribution Business Model
Figure 29: iPhone developer's heritage, all App categories
Figure 30: The path to concentration
Figure 31: Comparison of number of devices installed base and number of apps available, as of end Q1 2011
Figure 32: Rate of developers planning to abandon a given platform as of June 2011
Figure 33: Payment methods supported by app stores
Figure 34: Percentage of developers using mobile platforms
Figure 35: Cross-platform revenue comparison: iOS vs Android
Figure 36: Examples of mobile advertising
Figure 37: Different banner formats advertised by Orange mobile portal
Figure 38: Google AdWords sponsored links
Figure 39: Google AdWords targeting and tracking options
Figure 40: Details of Qype premium SEO
Figure 41: Optimisation of iPhone technical features for Nissan ad campaign
Figure 42: Google AdWords click-to-call function
Figure 43: Mobile coupon combined with geolocation
Figure 44: Guitar Hero paid app for iPhone and iPod Touch
Figure 45: The 10 most downloaded paid apps on the App Store in April 2011 (USD)
Figure 46: Free Adventure Bay app, published by Ngmoco
Figure 47: iCoyote subscription-based app
Figure 48 : Netflix app suggesting to the user to sign up on its Website
Figure 49 : Amazon Kindle app maintaining direct access to the Kindle Store online
Figure 50: Free app of the Pays de Fougères tourist office
Figure 51: Free application from Société Générale
Figure 52: Revenues of m-commerce, 2010 and 2015
Figure 53: Share of m-commerce revenues in total online sales by country, 2010 and 2015
Figure 54: Example of mobile payments via NFC technology
Figure 55: Starbucks Card Mobile App
Figure 56: Cityzi Orange promotion
Figure 57: Orange multimedia
Figure 58: The Financial Times Web app, encouraging users to switch from the native app
Figure 59: Share of smartphones in mobile shipments, 2011-2016 forecast
Figure 60: Number of subscribers of smartphones, 2011-2016 forecast
Figure 61: Number of tablets shipments, 2011-2016 forecast
Figure 62: Number of subscribers of tablets, 2011-2016 forecast
Figure 63: Mobile Internet penetration, 2011-2016 forecasts
Figure 64: Mobile Internet advertising revenues for EU27, Asia-Pacific, USA, Japan and China, 2011-2016 forecasts
Figure 65: Mobile Internet advertising revenues for EU5, South Korea and China, 2011-2 forecasts
Figure 66: Mobile app revenues by zone, 2011-2016
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Geographical scope:

- Asia Pacific
- Europe (27 countries)
- Europe (5 countries)
- World

- China
- France
- Germany
- Italy
- Japan
- South Korea
- Spain
- UK
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