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VisionMobile

The mobile market in 2011: new facts & old myths
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
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
VisionMobile - Trusted by industry brands
Clients




              selected
   VisionMobile clients
           2009-2012

                                            Copyright VisionMobile 2011
State of the mobile market
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
Smartphones on the rise
global smartphone penetration risen from
   just 11% in 2008 to over 30% in 2011
2011: Smartphone
   penetration accelerating
global penetration went from 26% in Q1 of 2011
             to 34% in Q4 of 2011
2011 in focus
Traditional OEMs declining
     traditional handset makers (Nokia, LG, Motorola etc.) losing
              ground to smartphone-only players (Apple, HTC)




Smartphone market share by OEM (2011)
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)
What does 49% market share mean?
Nearly 1 in 2 smartphones sold in 2011 were Android devices




           +                         = total market
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
A tale of two business models
  Apple makes money out of device sales,
  Google makes money out of advertising
The new mobile app economy
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
Android, iOS lead in ecosystems
two platforms hold the majority of available apps and
                       downloads




       +                       =     1 million apps
                                     40 billion downloads
Ecosystem creates network effects
The sales of Android and iOS handsets closely linked to
                 number of available apps
Future trends
Cross-Screen development
cross-screen development still in early stage,
          but shows great promise
Cross-platform development
cross-platform tools on the rise, more than 100 tools exist
New verticals coming in play
mHealth, wellness & fitness, business applications and
      m-payments part of the future of mobile
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

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

  • 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
  • 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
  • 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