Contents:

Glossary Executive Summary Introduction Defining Mobile Web 2.0 What is Web 2.0? Table ES1: Web 2.0 Terminology and Feature Sets. The Mobile Web 2.0 Framework Table ES2: The Juniper Research Mobile Web 2.0 Framework The Market for Mobile Web 2.0 Table ES3: Number of Mobile Internet Users (millions) by Region, 2008-2013 Figure ES1: Total Global Revenues for Mobile Web 2.0, by Application, 2008-2013 Table ES4: Total Global Revenues ($m) for Mobile Web 2.0, by Application, 2008-2013 Figure ES2: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013 Table ES5: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013 Figure ES3: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013 Table ES6: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013 Challenges to Mobile Web 2.0 Adoption Table ES7: Key Challenges for Mobile Web 2.0 Applications 1. The Building Blocks for Mobile Web 2.0 1.1 Introduction 1.2. What is Web 2.0? Figure 1.1: The Web 2.0 Framework. 1.2.1 O’Reilly’s Seven Principles of Web 2.0 1.2.2 Web 2.0 Terminology i. Long Tail Figure 1.2: The Long Tail Rears its Head. ii. Mashups Figure 1.3: Zillow ‘Mashes’ Real Estate Information with Microsoft’s Virtual Earth Platform. iii. Semantic Web iv. Social Web (Social Computing/Social Software) v. Widgets vi. Rise of the ‘Prosumer’ Figure 1.4: Prosumers – The 15-20% of Men and Women who Make and Break Markets 1.3 The Mobile Web 2.0 Evolution 1.3.1 Ajit Jaokar’s Seven Principles of Mobile Web 2.0 1.3.2 Translating Web 2.0 to Mobile: Share, Collaborate, Exploit Figure 1.5: Moving from Web 1.0 to Web 2.0. 1.3.3 User Behaviour and Bi-directional Flows 1.4 Defining Mobile Web 2.0 1.4.1 Mobile Web 2.0 Applications i. LBS (Location-Based Services) ii. Mobile Instant Messaging (Includes Presence) iii. Mobile Search iv. Social Networking and User-Generated Content (UGC) 1.4.2 The Mobile Web 2.0 Framework Figure 1.6: The Juniper Research Framework for Mobile Web 2.0. 1.4.3 Why do we Need Mobile Web 2.0? Figure 1.7: ShoZu Provides One-Click Uploading/Downloading of Photos and Content 2. An Emerging Market 2.1 Introduction Table 2.1: Mobile Data – Cost per Megabyte. Regional Forecast ($) 2008-2013 2.2 The Mobile Web 2.0 Market 2.2.1 Market Overview Figure 2.1: The Mobile Web 2.0 Value Chain. 2.3 Mobile Web 2.0 Developments 2.3.1 North America i. Helio (U.S.) Figure 2.2: Helio’s Ocean Device. ii. Sprint (U.S.) iii. Rogers Wireless (Canada) iv. Other MNO Services a. Alltel Wireless (U.S.) b. AT&T (U.S.) c. Boost Mobile (U.S.) d. Virgin Mobile USA v. Market Indicators 2.3.2 South America i. América Móvil ii. Grupo Iusacell (Mexico) iii. Movistar Chile iv. Telefónica (Group) v. Vivo (Brazil) a. Market Indicators 2.3.3 Western Europe i. 3 (UK) ii. Bouygues Telecom (France) iii. SFR (Vodafone) iv. Telefónica Móviles España, S.A. (Telefónica Movistar – Spain) Figure 2.3: Telefónica Móviles España Mobile IM Screenshot. v. TMN Portugal Figure 2.4: The TMN Portugal-Branded Opera Mini Browser. vi. Vodafone España Figure 2.5: Windows Live Messenger is Provided as an Embedded Application vii. Vodafone Portugal a. Market Indicators 2.3.4 Eastern Europe i. Avea (Turkey) ii. Elisa (Estonia and Finland) iii. EMT (Estonia) iv. VimpelCom/Beeline (Russia) v. Si.mobil – Vodafone (Slovenia) vi. T-Mobile (Czech Republic) vii. T-Mobile (Hungary) viii. Turkcell 2.3.5 Far East & China i. China Mobile ii. China Unicom iii. KDDI (Japan) iv. KTF (Korea) v. NTT DoCoMo (Japan) vi. SK Telecom (Korea) vii. Market Indicators a. China b. Japan c. South Korea 2.3.6 Indian Sub Continent i. Bharti Airtel ii. IDEA Cellular iii. Reliance Mobile iv. Spice Telecom v. Market Indicators 2.3.7 Rest of Asia i. Optus (Australia) ii. Telstra Mobile (Australia) iii. Globe Telecom (Philippines) iv. DiGi and Maxis (Malaysia) v. MobileOne (Singapore) 2.3.8 Africa & Middle East i. Cellcom (Israel) ii. MTN (South Africa) iii. STC (Saudi Arabia) iv. Market Indicators Figure 2.6: myGamma’s Revenue Distribution by Region (September 2007) 2.4 Other Market Drivers 2.4.1 The Web 2.0/Realtime Generation Table 2.2: Communications Habits of Participants in the U.S. ‘Teens and Social Media’ Report (Published in 2007). Figure 2.7: A Demographic Analysis of myGamma’s User Base by Age. 2.4.2 The Social Networking Phenomenon Table 2.3: Worldwide Growth of Selected Social Networking Sites June 2007 vs. June 2006 Table 2.4: Visitation to Selected Social Networking Sites by Worldwide Region, June 2007. Table 2.5: Use of Social Networking Sites (% of Adults with Broadband at Home) 2.4.3 Application Trends 2.4.4 The Value Proposition 3. Mobile Web Technology and Standards 3.1 Introduction 3.2 Driving Mobile Web Standards 3.2.1 W3C and the Mobile Web Initiative (MWI) i. Mobile Web Best Practices 1.0 (Basic Guidelines) ii. MobileOK iii. W3C Web and Mobile Web Standards Figure 3.1: W3C Technology Stack Illustration. a. XHTML Basic b. Mobile SVG c. SMIL Mobile d. XForms Basic e. CSS Mobile f. MWI BP iv. Widgets 1.0 Requirements Figure 3.2: The Technology Stack Typically Used by Widgets and Widget Engines v. Document Object Model (DOM) vi. ECMAScript 3.2.2 Open Mobile Alliance (WAP 2.0 & IMPS v.1.3) i. Wireless Application Protocol 2.0 (WAP 2.0) a. Wireless Application Environment (WAE) b. Introduction of Internet protocols c. WAP Programming Model d. Enhanced Services ii. Instant Messaging and Presence Service (IMPS) v1.3 a. Presence b. Instant Messaging (IM) c. Groups/Chat d. Shared Content - How IMPS Works Figure 3.3: IMPS Architecture iii. eXtensible HyperText Markup Language Mobile Profile (XHTML MP) 3.2.3 Internet Engineering Task Force (IETF) i. Session Initiation Protocol (SIP) ii. SIP for Instant Messaging and Presence Leveraging Extensions (SIMPLE) a. Optimisations b. Instant Messaging c. IM Chat Rooms d. IM Features iii. eXtensible Messaging and Presence Protocol (XMPP) 3.2.4 dotMobi i. Switch On! Guides ii. Find.Mobi iii. Device Database iv. ready.mobi v. Site Templates vi. Virtual Developer Lab vii. Mobile Web Developer Certification - dotMobi’s Commercial Progress 3.2.5 GSM Association’s Personal Instant Messaging Initiative 3.2.6 Mobile Marketing Association (MMA) 3.2.7 Open Mobile Terminal Platform (OMTP) Figure 3.4: OMTP Focus i. Device Management ii. Usability iii. Security and Trusted Environment 3.2.8 XMPP Standards Foundation (XSF) 3.3 Further Mobile Web 2.0 Related Standards & Technologies 3.3.1 Ajax (Asynchronous JavaScript and XML) Figure 3.5: Ajax-Powered User Experience. i. OpenAjax Alliance 3.3.2 DHTML (Dynamic HTML) 3.3.3 Flash Lite 3.3.4 Linux, Apache, MySQL, PHP/Perl/Python (LAMP) i. Linux ii. Apache iii. MySQL iv. Perl v. PHP vi. Python vii. LAMP in Mobile 3.3.5 Web Services 3.3.6 eXtensible Markup Language (XML) 3.3.7 XHTML Overview (XHTML Basic, XHTML Mobile Profile, and WML2) Figure 3.6: An Overview of Mobile Versions of XHTML 3.3.8 Content Adaptation i. Server Side Adaptation ii. In-Network Adaptation iii. Client Side Adaptation 3.3.9 Device Detection i. WURFL ii. DetectRight 3.4 Additional 2.0 Technology Enablers 3.4.1 Android and the Open Handset Alliance (OHA) i. Android at a Glance: ii. Questions Raised 3.4.2 GPE Palmtop Environment 3.4.3 J2ME Polish 3.4.4 LiMo Foundation 3.4.5 Linux Phone Standards (LiPS) Forum 3.4.6 Mobile Linux Initiative (MLI) 3.4.7 Mobile Browsers i. WebKit Open Source Project 3.4.8 OpenMoko 3.4.9 Mobile Search Figure 3.7: Basic Search Engine Architecture 3.4.10 Location-Based Services (LBS) 3.4.11 Wireless Internet Platform for Interoperability (WIPI) 4. Business Models 4.1 Introduction 4.2 Sizing the Mobile Web Market 4.2.1 Report Parameters & Mobile Web Adoption Table 4.1: Number of 2.5G and 3G Subscribers (m), 2008-2013 Table 4.2: Number of Mobile Internet Users (m), by Region, 2008-2013 4.2.2 Mobile Web Content and Device Trends Figure 4.1: Top Ten Most Popular Types of Mobile Content Figure 4.2: Downloads by Region (as of December 2007) Figure 4.3: What are People Buying Table 4.3: The Top Five Handsets with Mippin Users, by Country 4.2.3 Market Demand i. Acceptance of Technology Innovations Table 4.4: IIIP Confidence Index (from Most Confident Nation to Least). ii. UK Shuns New Services for Voice & Text iii. Consumers Crave Customised Adverts iv. GPS Preferred to Mobile Web in U.S. v. LBS: Developers’ View vi. Mobile Web Access a Key Feature in Handset Replacement 4.3 Business Models Options 4.3.1 Revenue Generation i. Advertisement-Based ii. Transaction-Based iii. Infomediary iv. Licence-Based v. Subscription-Based 4.3.2 On-Portal (and On-Device Portal) i. On-Device Portal (ODP) ii. On Portal (aka On-Net Portal) 4.3.3 Off Portal/Direct to Consumer (D2C) 4.4 Mobile Advertising 4.4.1 Mobile Web for Free? 4.4.2 Targeted Advertising Opportunity 4.4.3 Advertising Categories i. Classifieds ii. Display Adverts iii. Search Engine Advertising [see also 4.2.2] 4.4.4 Cost Models i. Cost-per-Click (CPC) ii. Cost-per-Thousand (CPM) iii. Cost-per-Action/Acquisition iv. Cost-per-Lead (CPL) 4.4.5 Demand 4.5 Mobile Marketing Figure 4.4: The Mobile Channel Value-Chain (Strategic Network) 4.5.1 Western Europe Markets Mobile Attitude & Usage Study 4.5.2 Delivery Mediums i. Bluetooth and Infrared ii. Common Short Code (CSC) iii. MMS iv. Side-Load Delivery v. SMS vi. WAP Pull vii. Viral Marketing 4.5.3 Mobile Search 4.6 Mobile IM (Instant Messaging) 4.6.1 Market Fragmentation Figure 4.5: The Evolving New Generation Mobile IM Market 4.6.2 Commercial Choices i. Mobile IM (Web-Based) ii. SMS+/SMS 2.0/Super SMS (On-Net) 4.6.3 Pricing Table 4.5: Mobile Instant Messaging. Cost per Month. Regional Forecast 2008-2013 4.6.4 The SMS Cannibalisation Myth 5. Strategies 5.1 Introduction 5.2 MNOs 5.2.1. Orange i. Hybrid Solution ii. Adapting to Mobile Web 2.0 5.2.2. Telstra i. Building Perceived Value 5.2.3. Vodafone Group i. An Evolving Business Figure 5.1: The Vodafone Mobile Internet Handset Strategy ii. Importance of Mobile Advertising 5.3 Mobile Web 2.0 Application Providers 5.3.1 Social Networking & User Generated Content (UGC) i. Case Study: BuzzCity’s myGamma a. Mobile Social Networking for ‘Blue Collar’ Users b. Monetising the Mobile Social Web Figure 5.2: BuzzCity Content Value Chain Figure 5.3: BuzzCity Advertising Value Chain ii. Case Study: trutap Figure 5.4: Multi-IM Conversations via the trutap Client c. Exploring the Revenue Opportunities iii. bluepulse Figure 5.5: bluepulse Mobile Client. iv. ComVu PocketCaster Figure 5.6: ComVu’s PocketCaster Offers One-button Live Video-Streaming v. itsmy.com vi. Juice Wireless Figure 5.7: JuiceCaster’s Mobile Client. vii. mig33 viii. Mobicomp Figure 5.8: Active mTicker Architecture. ix. MyFoodPhone x. Peperoni Mobile & Internet Software GmbH Figure 5.9: Peperoni’s Mobile Site Building Platform. xi. phling! xii. PixPulse xiii. Reporo xiv. twitter xv. VoxSurf 5.3.2 Mobile Search i. Case Study: JumpTap a. A Viable Search Alternative ii. Case Study: Yahoo! Go & oneSearch a. Matching the Web Search Experience iii. Case Study: mInfo a. Strength of Natural Language Search iv. Google and China Mobile v. m-Spatial a. On- & Off-Portal Search vi. Orascom & Onkosh vii. T-Mobile & Medio Systems Figure 5.10: Medio’s ODP on T-Mobile. 9 5.3.3 LBS (Location-Based Services) Figure 5.11: Telmap’s Two-Axis LBS System Based on Accuracy and Frequency i. Case Study: MobiLuck a. A People Radar ii. Ask.com iii. Buzzd & Helio iv. Garmin ‘PeerPoints’ v. loopt Figure 5.12: loopt Displays Buddies’ Locations on a Map vi. Networks In Motion (NIM) 5.3.4 Mobile IM (Instant Messaging) i. Case Study: IXI Mobile & Ogo Figure 5.13: Ogo Devices are Optimised to Enhance Web 2.0 Usability a. The Upside Potential Table 5.1: The Upside Potential b. Mobile IM to Supersede SMS ii. Case Study: Miyowa Figure 5.14: An overview of the Miyowa Move Multimedia Platform Architecture ISVs Nurture D2C iii. Colibria Figure 5.15: The Colibria Elevate Platform. iv. Comverse v. eBuddy Figure 5.16: ebuddy Users by Region (Dec. 2007). vi. EQO a. Charging a Premium Figure 5.17: EQO Users by Region. vii. InceSoft viii. JiveTalk ix. Jumbuck x. MXit 2 xi. OZ Communications xii. PICA xiii. QuickIM xiv. Tencent QQ xv. Danger 5.4 Portals and Other Players 5.4.1. AOL Mobile i. Portal Revamped ii. AIM (AOL Instant Messenger) 5.4.2. Google Mobile i. Google AdSense ii. Android iii. Google Talk 5.4.3. MSN & Windows Live for Windows Mobile i. Windows Live for Mobile Strategy ii. Windows Live Messenger 5.4.4. Yahoo! Mobile 6. Challenges, 2.0 Approaches & Service Enablers 6.1 Introduction 6.2 The Challenges 6.2.1 Mobile Technology Fragmentation i. Asynchronous (Web 2.0) vs. Synchronous (Web 1.0) ii. Need for Consistency iii. Trust Model 6.2.2 Privacy & Regulation i. EU Privacy Requirements ii. Censorship and Surveillance a. Not so World Wide Web iii. Security iv. Compliance a. Australia b. EC Directive Regulations 2002 c. Location Data d. Privacy and Electronic Communications (EC Directive) Regulations 2003 - Text, Picture and Video Messaging - Location Data 6.2.3 Social Networking/UGC i. Addressing Privacy a. Social Networking/UGC Compliance Guidelines 6.2.4 Mobile Advertising i. High Cost/Low Reach ii. Making it Relevant iii. Getting the Figures Right 6.2.5 Mobile Search Table 6.1: Mobile Phone Limitations Compared to PCs for Mobile Search i. Mobile Search Advertising ii. Moving Targets and Variables iii. Wisdom of Crowds 6.2.6 Location-Based Services (LBS) i. Potential to be Fulfilled ii. Navigation not Location 6.2.7 Mobile Instant Messaging Table 6.2: Number of Mobile Users who use Mobile IM Services (m). Regional Forecast 2008-2013. i. Route to Market ii. Service Positioning iii. User Interface (UI) 6.2.8 Value Chain Disruption Figure 6.1: Value Chain Disruption i. A Limited Window of Opportunity? Table 6.3: Mobile Web 2.0 Value Proposition 6.2.9 Walled or Open Gardens? 6.3 ‘2.0’ Approaches 6.3.1 The Telco Advantage 6.3.2 Billing 2.0 6.3.3 Blending Mobile & Web via Messaging 6.3.4 Telco 2.0 Figure 6.2: How to Move to Telco 2.0 i. Network Mashups a. Connected Services Sandbox b. Connected Services Framework c. IP Multimedia Subsystem (IMS) & Service Delivery Platform (SDP) 6.3.5 Enterprise 2.0 i. Enterprise Mobile IM ii. Software as a Service (SaaS) Mashups 6.4 Enablers 6.4.1 Aggregators/Brands and Direct to Consumer (D2C) i. Case Study: Bango a. Bango’s Business ii. AdMob and iPhone iii. AIS and Celltick iv. Winksite 6.4.2 Platform Providers i. AdaptiveMobile Figure 6.3: AdaptiveMobile’s Policy Control Framework ii. GetJar Figure 6.4: Application Monetisation Models. iii. GyPSii Table 6.4: GyPSii Service Platform Applications. Figure 6.5: GyPSii Platform Architecture. iv. InfoGin Table 6.5: Challenges in Mobile Web Delivery. v. ShoZu Figure 6.6: The ShoZu Mobile Phone Client can be Embedded or Downloaded a. Built to be Interrupted b. Mobile Advertising Solution 6.4.3 Devices i. Impact on Value Chain ii. iPhone Figure 6.7 Apple iPhone – a Game-Changing Device? a. Market Progress b. Game-Changing? iii. Technology and User Interface (UI) a. Touch-Sensitive Displays Figure 6.8: LG Prada – an iPhone Rival? Figure 6.9: Nokia N95 Features a ‘2-Way Slide’ Concept b.The Voice of Social Networking iv. UMPCs & MIDs Figure 6.10: Datawind’s PocketSurfer2 Allows Browsing in Original HTML Layout. v. Case Study: Social Networking and Blackberry (Research In Motion) 7. Forecasts 7.1 Forecast Definitions and Methodology 7.1.1 Forecast Definitions 7.1.2 Forecast Methodology Figure: 7.1 Forecast Methodology. 7.2 The Global Market for Mobile Web 2.0 Table 7.1: Percentage of Mobile Users who Use Mobile Internet Services. Regional Forecast 2008-2013 Figure 7.2: Number of Mobile Internet Users (m). Regional Forecast 2008-2013 7.2.1 Market Drivers and Constraints i. Market Drivers a. Advertising Table 7.2: Market for Mobile Advertising ($bn) Global Forecast, 2008-2013 Table 7.3: Advertising Categories in the Mobile Domain - Mobile Marketing b. Anywhere, Anytime Accessibility c. Converging Worlds of Mobile & Web d. Changing User Behaviour e. Flat-Rate Data Pricing f. Increasing Mobile and 3G Penetration g. Improving End-User Experience h. New Revenue Opportunities i. Off-Portal Services j. Value-chain Disruption ii. Market Constraints a. Adjusting to New Partnerships & Business Models b. Channel Dominance - On Portal versus Off Portal/Direct to Consumer (D2C) c. Cost of Mobile Data Services d. Enterprise Sector e. Fear of Bit Pipe Scenario f. Industry Structure g. Lack of Metrics h. Privacy & Regulation i. Technology Fragmentation - Mobile IM & Silo Communities j. Further Market Constraints Table 7.4: Summary of Further Market Constraints 7.2.2 Total Global Revenues for Mobile Web 2.0 Figure 7.3: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013 .. 231 Table 7.5: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013 ... 232 Figure 7.4: Total Global Mobile Web 2.0 Revenues ($m), by Type (Service, Data & Advertising) . 2008-2013. Table 7.6: Total Global Mobile Web 2.0 Revenues ($m), by Type. 2008-2013 7.3 Mobile Web 2.0 Product Sector Forecasts 7.3.1 SNS/UGC Figure 7.5: Total Social Networking Sites/User Generated Content Revenues ($m), by Type (Service, Data & Advertising) 2008-2013 Table 7.7: Total Social Networking/UGC Revenues ($m), by Type, 2008-2013 Figure 7.6: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013 Table 7.8: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013 7.3.2 Mobile Search Figure 7.7: Total Mobile Search Revenues ($m), by Type, 2008-2013 Table 7.9: Total Mobile Search Revenues ($m), by Type, 2008-2013 Figure 7.8: Total Mobile Search Revenues ($m), by Region, 2008-2013 Table 7.10: Total Mobile Search Revenues ($m), by Region, 2008-2013 7.3.3 Mobile IM Table 7.11: Number of Mobile Users (m) that Use Mobile Instant Messaging, Regional Forecast 2008-2013 Figure 7.9: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013 Table 7.12: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013 Figure 7.10: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013 Table 7.13: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013 7.4 Mobile Web 2.0 Regional Forecasts Figure 7.11: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013 Table 7.14: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013 7.4.1 North America Figure 7.12: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 Table: 7.15: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.2 South America Figure 7.13: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 Table 7.16: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.3 Western Europe Figure 7.14: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 Table 7.16: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.4 Eastern Europe Figure 7.15: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 Table 7.18: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.5 The Far East & China Figure 7.16: Far East &China Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 Table 7.19: Far East & China Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.6 Indian Sub Continent Figure 7.17: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 Table 7.20: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 7.4.7 Rest of Asia Pacific Figure 7.18: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 Table 7.21: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013 7.4.8 Africa & Middle East Figure 7.19: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 Table 7.22: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013 8. Conclusion & Recommendations 8.1 Conclusion Figure 8.1: Business Model Evolution 8.2 Recommendations 8.2.1 MNOs: i. Brand & Loyalty ii. Content Adaptation iii. Off-Deck Opportunity iv. Partnerships v. PC, Mobile & Web Integration vi. Policies vii. SWOT Analysis Table 8.1: MNO’ SWOT Analysis 8.2.2 Other Members of the Value Chain Table 8.2: SWOT for Other Mobile Web 2.0 Players 8.3 Application Recommendations 8.3.1 Social Networking & User Generated Content (UGC) 8.3.2 Mobile Search Table 8.3: Search Engine User Interface Considerations 8.3.3 Mobile IM Table 8.4: Mobile IM & Business Model Considerations for MNOs 8.3.4 LBS