Proximity Based Mobile Social Networking: Applications and Technology, Making New Connections in the Physical World
- Language: English
- 33 Pages
- Published: November 2011
- Region: Global
Social networking sites like MySpace and Facebook have emerged recently as some of the hottest names on the Internet, with daily news reports of new partnerships, advertising initiatives and acquisition activity. Indeed, several of the top five social networking sites — MySpace, Facebook, Hi5, Orkut and Friendster — rank among the top 10 most-visited websites globally. Unsurprisingly, the growth in interest in social networking has led to a number of important deals by major online brands and media firms. These include News Corp’s July 2005 acquisition of MySpace for US$580m and more recently Microsoft’s purchase of a 1.6% stake in Facebook for $240m, a purchase price that values the entire company, which has annual revenue of some $100-150m, at an impressive $15bn.
The report Social Networking Goes Mobile by Pyramid Research looks at the social networking business model and analyzes its future, including forecasting the number of social networking members expected globally by 2012. In addition, this executive-level report assesses the current and future state of mobile social networking, whereby members access their favorite sites using their mobile devices. In particular we analyze the rationale for both stakeholder groups — the social networking sites and the mobile operators — for collaborating to offer mobile social networking services, including the revenue mobile operators can gain from adding social networking to their offerings. We also profile some of the top players in the mobile social networking world, including mobile operators, social networking sites and software developers working to enable this shared future.
Written for service providers, vendors, financial and professional service organizations as well as any company looking to enter or grow in this market, Pyramid Research's new Social Networking Goes Mobile report delivers:
-An analysis of the current social networking business model and its future, including a forecast of the number of social networking members expected globally by 2012.
-An assessment of the current state and future evolution of mobile social networking, especially as related to members accessing their favorite sites using their mobile devices.
-A rationale for both stakeholder groups —social networking sites and mobile operators — for collaborating to offer mobile social networking services, including the revenue mobile operators can gain from adding social networking to their offerings.
-Profiles of some of the top players in the mobile social networking world.
Key questions answered
-How does social networking services fit into the larger online media landscape today?
-How are social networking services spreading across the globe?
-What role will mobility play for social networks, and what role will social networking services play for mobile operators?
-What benefits will mobile network operators and social networking service providers find in working together?
-Will advertising, subscription fees or premium, “extra” services dominate the social networking business model?
-How large is the revenue opportunity?
Mobile operators globally
Quantify the opportunity in social networking services, and assess your strengths in building an effective strategy to create or expand your social networking-based revenue streams. Evaluate the optimal model for partnering with social networking service providers. Develop a revenue model for social networking services that fits into you larger mobile data revenue strategy, examining advertising, subscription fees and premium services. Devise tactics to counter social networking moves by competitors.
Social network service providers
Assess the optimal strategy to tackle the mobile market for social networking. Find out the projected growth in social networking usage and the factors driving it. Quantify the mobile social networking market’s size. Discover what makes it different from social networking on the fixed Internet and how to make it attractive to advertisers. Evaluate how best to form partnerships with mobile operators.
Investors and financial institutions
This report will help you assess the long-term financial prospects of mobile social network services for both providers and operators globally. Use Pyramid Research’s forecasts of metrics such as mobile subscribers, mobile advertising revenue and social networking revenue to focus investments in growth areas.
Elizabeth Bramson-Boudreau, Senior Consultant
Elizabeth Bramson-Boudreau is an independent consultant based in Paris. She previously held the position of Director of Research and Senior Analyst for Pyramid Research. Prior experience includes two years with the Equity Research Division of Smith Barney (now Citigroup). She has an MSc from the
London School of Economics and a BA from Swarthmore College in Pennsylvania.
Stela Bokun, Analyst
Stela Bokun is an Analyst with Pyramid Research’s regional team focusing on telecommunications markets in Latin America. As a part of her daily responsibilities, Stela prepares Pyramid Research Perspectives and Country Intelligence Reports and is also in charge of maintaining fixed-line and mobile
forecast models for the Central American and Caribbean markets. She is based out of Pyramid Research’s headquarters in Cambridge, Massachusetts.
Recently, Stela engaged in projects such as an analysis of the mobile TV opportunities in Latin America, analysis of the mobile markets in the Caribbean, and global PC subscription computing analysis. Her personal interests include mobile content, mobile advertising and mobile social networking.
Stela joined Pyramid Research last year after completing graduate studies in International Finance and Trade Policy at Harvard University’s Kennedy School of Government. Prior to her studies, she had four years of experience in private sector and government consulting, investment banking and economic development in Serbia and Spain. Stela is fluent in Spanish and English and her native language is Serbian.
Leslie Arathoon, Vice President of Research
Leslie Arathoon is Vice President of Research for Pyramid Research. In her role, Leslie is responsible for managing Pyramid’s entire portfolio of Research, Advisory and Consulting services. Prior to assuming her current role, Leslie was Director of Product Strategy for Pyramid Research and Director of Latin America. Pyramid’s Research’s Advisory Services provide detailed coverage and analysis of the communications, media and technology industries in 90-plus countries worldwide. She is based in the company’s headquarters in Cambridge, Massachusetts.
Leslie has developed forecasting models to support Pyramid’s core Advisory services, including Pyramid’s mobile data and mobile operator KPI forecasting models, Pyramid’s fixed communications forecasting model, Pyramid’s fixed operator market share model and Pyramid’s handset sell-through forecasting model.
In her 10-year tenure at Pyramid Research, Leslie has worked on a wide variety of consulting projects ranging from market sizing and market segmentation to market entry strategy and new product positioning to valuations, due diligence and partner identification projects, among others. SHOW LESS READ MORE >
Acronyms and abbreviations
Companies mentioned in this report
Section 1: Defining the terms: what is social networking?
1.1 Web 2.0
1.2 What is social networking?
1.3 Social networking goes international
1.4 The impact of social networking on user behavior
Section 2: Understanding the social networking business model
2.1 How do SNSs make money?
2.2 Will Google change the rules for social networking?
Section 3: Social networking in a mobile world
3.1 What are the forces bringing mobile operators and social networking sites together?
3.2 Drivers and inhibitors of mobile social networking
Section 4: Mobile operator initiatives in the social networking space
4.1 The flat rate, open-access model
4.2 The partnership model
4.3 The proprietary community
4.4 Operator social networking initiatives
4.5 Can mobile social networking users reach 1bn?
Section 5: Understanding the mobile social networking business model
5.2 Mobile access to social networking sites
5.3 Monthly subscription fees
5.4 Usage charges
5.5 Other potential revenue sources
Section 6: Company profiles
6.1 T-Mobile: Web’n’walk is linchpin in social networking strategy
6.2 SeeMeTV: A successful proprietary community today, but for how long?
6.3 Facebook: Making advertising social
6.4 Ovi: Nokia’s door to the Web
6.5 Intercasting: The mobile social networking aggregator
Section 7: Conclusions
Table of exhibits
Exhibit 1: Active social networking users worldwide, by site (530m total)
Exhibit 2: Overview of top five social networking sites, 2007
Exhibit 3: Facebook registered users, 2004-2007
Exhibit 4: Worldwide active SNS members, 2006-2010
Exhibit 5: A selection of leading ‘homegrown’ social networking sites
Exhibit 6: Top 10 online activities of European Internet users
Exhibit 7: Impact of the Internet on other user activities
Exhibit 8: Major SNS business models
Exhibit 9: Top 10 sites on the Web (January 2008)
Exhibit 10: Worldwide mobile users versus worldwide Internet users, 2006-2012
Exhibit 11: Forces driving and inhibiting mobile social networking
Exhibit 12: Mobile bandwidth available to subscribers is on the rise
Exhibit 13: Leading mobile operators’ social networking initiatives, as of January 2008
Exhibit 14: Mobile social networking users globally, 2006-2012
Exhibit 15: Following the money; sources of revenue
Exhibit 16: Current and future addressable opportunity for US mobile operators in mobile social
Exhibit 17: T-Mobile UK’s 12-month web’n’walk offers
Exhibit 18: Ovi serves as media and communications dashboard across devices and access platforms
Exhibit 19: Intercasting’s Anthem platform
Six Apart Ltd
Telecom Italia Mobile (TIM)
Virgin Mobile France
Virgin Mobile USA