A presentation given at the Med Wireless Conference in Athens (April 2012)

1. VisionMobile
The mobile market in 2011: new facts & old myths

2. Knowledge. Passion. Innovation.
April 2012
The mobile market in 2011:
New facts & old myths
what the mobile market looked like in 2011 and what
changes are heading our way
Matos Kapetanakis
Marketing Manager
Copyright VisionMobile 2011

3. VisionMobile
Distilling market noise into market sense
Research Workshops Market maps Strategy definition
competitive mobile industry dynamics Competitive landscape maps strategy design, ecosystem
analysis, commissioned for telcos and OEMs positioning, product
research definition
Developer
Economics 2011:
How developers and
brands are making
money in the mobile
app economy
Mobile Innovation Mobile Industry Atlas, 5th ed. Mobile Megatrends series
Clash of Economics 1,700+ companies, 90 market sectors Following and analysing major
ecosystems how Internet business models are trends in mobile
mobile platforms and impacting telecoms and how to
the battle for innovate in the age of software
dominance
HTML5
and its impact to the
mobile industry Top-100 analyst blog
4,000+ subscribers
The Android Game Plan 100 million club 20,000+ monthly uniques
the commercial mechanics tracking successful businesses 90% mobile industry insiders
behind Android and how in mobile
Google runs the show
Copyright VisionMobile 2011

4. VisionMobile - Trusted by industry brands
Clients
selected
VisionMobile clients
2009-2012
Copyright VisionMobile 2011

5. State of the mobile market

6. Handset market growing
grown from 1.1 billion units shipped in 2007
to 1.6 billion in 2011
1.62
1.43
1.22
1.15 1.17
2007 2008 2009 2010 2011

7. Smartphones on the rise
global smartphone penetration risen from
just 11% in 2008 to over 30% in 2011

8. 2011: Smartphone
penetration accelerating
global penetration went from 26% in Q1 of 2011
to 34% in Q4 of 2011

9. 2011 in focus

10. Traditional OEMs declining
traditional handset makers (Nokia, LG, Motorola etc.) losing
ground to smartphone-only players (Apple, HTC)
Smartphone market share by OEM (2011)

11. Android, iOS leading
smartphone shipments
Android and iOS lead in terms of mobile shipments
– Android has 49% market share, iOS 19%
Platform market share in smartphones (2011)

12. What does 49% market share mean?
Nearly 1 in 2 smartphones sold in 2011 were Android devices
+ = total market

13. Does that mean Android
is the king of smartphones?
only in terms of shipments – In Q4 2011, Apple accounted for
75% of profits in the handset manufacturer market

14. A tale of two business models
Apple makes money out of device sales,
Google makes money out of advertising

15. The new mobile app economy

16. Apps have become
a new, digital currency
there are over 1.3 million apps available in major, native app
stores, downloaded over 45 billion times

17. Android, iOS lead in ecosystems
two platforms hold the majority of available apps and
downloads
+ = 1 million apps
40 billion downloads

18. Ecosystem creates network effects
The sales of Android and iOS handsets closely linked to
number of available apps

19. Future trends

20. Cross-Screen development
cross-screen development still in early stage,
but shows great promise

21. Cross-platform development
cross-platform tools on the rise, more than 100 tools exist

22. New verticals coming in play
mHealth, wellness & fitness, business applications and
m-payments part of the future of mobile

23. get in touch Knowledge. Passion. Innovation.
matos@visionmobile.com
Matos Kapetanakis| Marketing Manager| @visionmobile
www.visionmobile.com/blog
find out more
Updated: 12 November 2010
www.visionmobile.com/workshops
Copyright VisionMobile 2011
Copyright VisionMobile 2011