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Global Mobile Trends and Enablers: Current State and Future Outlook
Ciklum presents a review of the major global mobile market enablers and trends as well as expectations for 2012.
A wide array of factors contributed to the global growth of the mobile applications (apps) adoption in 2011. Among them are advancement of network technologies, reduction of mobile data usage costs, increased usage of smartphones, restructuring of the revenue-sharing patterns and a significantly increased full or partial subsidy of apps via mobile advertising options.
According to the Mobile Stats and Facts 2011, of the world’s 4 billion mobile phones in use, around 1.1 billion were smartphones. In Q1 2011 the global mobile phone market ballooned with a 19.8% growth rate year-over-year due to a significant rise of smartphone shipments. As estimated by IDC’s Worldwide Mobile Phone Tracker, vendors shipped 371.8 million units in Q1 2011 compared to 310.5 million units in Q1 2010. In North America, the mobile phone market was kept front and center by Apple’s iPhone and HTC Thunderbolt, while in Western Europe it was ruled mainly by new devices from HTC, Samsung, and Sony Ericsson.
On the global scale, Nokia took the leading position in terms of shipment volumes and market share (although the latter dropped from 34.7% to 29.2 % year-over-year)
The breaking news of 2011 was the launch of the partnership between Nokia and Microsoft in an attempt to regain ground lost to the iPhone and Android-based devices. The new strategy means Symbian and MeeGo, Nokia's existing smartphone operating systems, will be gradually sidelined. Symbian is being currently transformed into a "franchise platform", while “MeeGo will place increased emphasis on longer-term market exploration of next-generation devices,” according to the company statement. However, Nokia still expects to sell approximately 150 million more Symbian devices in the future.
Regarding the overall mobile usage patterns of 2011, 61% of people reported using their mobile devices to play games, 50% – to do a web search, 49% - to access social media, 36% – to read news and 33% - for general entertainment purposes.
In 2011, over one third of the Facebook’s 600 million user base used Facebook mobile apps, 50% of the Twitter’s 165 million user base used Twitter Mobile and over 200 million YouTube views occured on mobile devices every day. Overall, 30% of all smartphone owners accessed their social media accounts via mobile browsers in 2011.
In 2011, many large brands started blending mobile technologies with their business goals in order to increase their presence in at least one of the top app stores. This has opened up new horizons for already booming mobile apps markets and creating new venues for the further market development. On the other hand, most of these brands did not aim to monetize their apps and only used them as an add-up to their brand equity. Last year, the Apple App Store remained the overall leader and the “store of choice” for both brands and users. On the other hand, Android Market has gained a substantial ground with 50% of the global brands preferring to publish their apps in it during 2011. The newly introduced Amazon App Store has gained 14% of the brand mobile apps’ publications in only three months of being around.
The world mobile app market was estimated at $6.8 billion in 2011, according to Markets & Markets, a US-based research firm. It is expected to grow steadily to reach $25 billion over the next four years, with the Apple App Store accounting for 20.5% of the total revenues.
According to iSuppli, an IHS-owned market research firm, the collective revenues from Apple, Google, Nokia and Blackberry app stores grew around 78% in 2011 from 2009 and are anticipated to reach $8.3 billion in 2014.
In 2011, Apple held the major mobile apps market share in terms of the revenue generated.
However, in terms of mobile app downloads, Android outpaced Apple, according to the data from ABI research.
Eight Trends That Ruled The Global Mobile Market In 2011
1. Near Field Communications (NFC) Technology
In 2011 Sprint Nextel joined forces with a variety of handset makers and technology companies to implement NFC payment systems. Google used VeriFone Systems and ViVOtech software to run the test service in five US cities. The Google NFC-enabled services allowed consumers with specially equipped phones running on Google’s Android OS to pay for goods and redeem coupons with their handsets at NFC-equipped cash registers.
2. iPhone 4S
Many expected Apple to introduce its next-generation iPhone 5 in the 2011 “Let’s Talk iPhone” event. Instead, Apple unveiled its iPhone 4S, the “smartest”
3. QR Codes
2011 was the year of a massive use of two-dimensional quick response (QR) codes in digital and print marketing campaigns. When a code image is captured by a mobile device or a tablet, the user gets immediate access to an abundance of brand’s / product’s information. With QR codes companies have a much better chance to easier and faster reach their target audience and stakeholders.
4. Increased mobile gaming
Games were the most popular type of apps among smartphone users in 2011. According to the latest Report by Nielsen, last year many smartphone owners were ready to actually pay for mobile games – more that they would for any other app category
Read more about other trends, major mobile platforms and mobile market expectations for 2012 at http://www.ciklum.net/
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Ciklum is a Danish innovative IT outsourcing company specializing in nearshore software development in Ukraine by establishing dedicated clients' teams. Established in 2002, Ciklum employs more than 1700 specialists with more than 150 global client teams.