Report Details
As mobile phones become so called "smartphones", they are starting to resemble computers in the myriad of complex applications the devices must run. Handling all of these functions with an attractive and easy to use User Interface (UI) has become a crucial element for the handset manufacturer in constructing a source of competitive advantage.
Due to the arrival of a new generation of improved smartphones, with fuller sized screens, improved user interfaces, and advanced features such as GPS and accelerometers, the smartphone is becoming a key element in providing greater user access to the mobile internet and a plethora of services for communicating, content/document sharing and navigation. The smartphone has taken the mobile phone from a basic voice and text communications tool to a comprehensive web-connected platform for an ever-growing range of online and offline applications.
Thanks to those innovative multi-touch gesture user interfaces, faster processing and large screens, users are now more aware of the benefits of web access with mobility. Within a short timeframe, successive series of advanced devices such as the iPhone and BlackBerry have helped fuel mobile web adoption in North America and Europe unlike any device before. In the seven years prior to the launch, the paucity of user-friendly mobile web-focused devices proved a major obstacle to profitable growth in users and traffic.
The sturdy growth in recent years of uptake in web connectivity among mobile subscribers is largely due to mass market interest in social networking, which is itself feeling consumer interest in smartphones. These factors are all part of a virtuous cycle which promises significant growth opportunities heralding a new age where computing shifts from fixed to mobile computing, with a number of players set to be involved.
In line with traditional models within this otherwise evolving market and ecosystem, the handset manufacturer still has the opportunity to increase margins by selling the smartphone device while the MNO remains in a position to raise ARPU from data services and usage. However, the success of App Stores, initially introduced only as a complementary service, has brought an unexpectedly lucrative (but for a significant proportion also unreliable) revenue stream reaching other sections in the mobile and web services value chain, namely third party content providers and applications developers.
Given the dynamism behind and within this subsector of mobile telecoms, smartphones have registered recession-defying growth in revenues, shipments, sales and usage, while maintaining respectable measures of profitability for large handset manufacturers and mobile operators who were already facing regulatory, competition and pricing pressures to their traditional growth engines such as feature phones, conventional voice services and international roaming prior to the recession in the developed world.
Read this report to find out more about the trends in devices, design, content, and applications for the smartphone family of mobile handsets which are all helping to shape an emerging ecosystem. Based on analysis of the position of key participants across the value chain, including operators, handset manufacturers and software application providers, this 130+ page report analyses the market drivers and barriers affecting mobile web browsers and applications. It discusses the main market trends and charts the market evolution in the US, Europe and the Asia Pacific including the Middle East.
Reading this exclusive management report will tell you the following:
• Who are the main players in smartphone platforms and what are they doing?
• What different variants of platform are available on devices and expected to appear in the future?
• Why is the evolution of smartphones so important to the mobile sector?
• How successful will solutions be?
• How can operators and other companies in the value chain best position themselves?
• How is the consumer making the most of such devices?
Find out the answers to these and many other questions by buying this vital industry insight.
Who needs to read this report?
Directors, VP and Senior managers in:
• Mobile/ Cellular carriers and operators
• Handset and PC OEMs and ODMs
• Component manufacturers
• Mobile Network vendors
• Applications Developers
• Mobile search
• Social networks
• Advertising agencies
• Brands looking to tap into the mobile audience
If you work for any of the above companies then you really need to get to grips with this concept before you get left behind. Act today and order your copy of this innovative report.
Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6
Table of Contents
1. Executive Summary
1.1. What is a Smartphone?
1.1.1. No Industry Definition
1.2. Convergence
Chart 1.1: PC Sales Decline, 2008-2009
1.2.1. Mobile Handset Progression
1.2.2. Bridging the PC-Mobile Gap
1.3. Smartphone Future
2. Introduction
2.1. Background and Development
2.1.1. Simon
2.1.2. Nokia Communicators
2.1.3. Handspring and Palm
2.1.4. RIM Enter the Market
2.1.5. Nokia Nseries
2.2. Smartphone Operating Systems
2.3. Smartphone Applications
2.4. Focus and Objectives of this Report
3. Features and Applications of Smartphones
Chart 3.1: Smartphone Capabilities, Q2 2008-Q1 2009
Table 3.1: Smartphone Features Used Once a Week
Chart 3.2: Single Most Popular Features on Smartphones
3.1. Common Smartphone Features
3.1.1. Camera
3.1.2. Connectivity
3.1.2.1. Bluetooth
3.1.2.2. Web Browsing
Chart 3.3: Minutes Spent Browsing the Web on a Smartphone, US Users - June 2009
3.1.2.3. Wi-Fi
3.1.2.3.1. Hotspots Promote Usage
Chart 3.4: UK Wi-Fi User Access
Chart 3.5: World Wi-Fi Hotspots, 2004-2009
3.1.3. Email
Chart 3.6: Emails Sent per Week on Smartphone
3.1.3.1. Push Email
3.1.4. GPS
Chart 3.7: Worldwide GPS-embedded Handset Shipments
3.1.4.1. Displacing Satellite Navigation Products?
3.1.5. Mobile TV
3.1.6. MP3
3.2. Forms of Smartphone
3.3. Features and Applications of Smartphones Conclusions
4. Market Progression
4.1. Why Is Smartphone Popularity Increasing?
4.1.1. Appealing to Different Audiences
Chart 4.1: Business Email vs. Consumer Email Ratio, 2009-2014
Chart 4.2: Smartphone User Breakdown
4.1.2. Boosted by Social Networking
Table 4.1: Fixed-line Activities, Dec 2007-Dec 2008
4.1.3. Email
4.1.3.1. How Will Smartphones Effect SMS
4.1.3.2. Country-Specific Requirements Will Effect Popularity
4.1.4. User Interface
Chart 4.3: QWERTY and Touch-Screen Handset Usage, 2009-2014
4.1.5. Web Browsing
Chart 4.4: Smartphone Usage Patterns
Chart 4.5: Smartphone Future Expectancy
4.1.5.1. Growth of Mobile Data Usage
Chart 4.6: Mobile Data Traffic by Geography, 2009-2014
Table 4.2: Mobile Data Traffic by Geography, 2009-2014
4.2. Opportunities Arising From Smartphone Usage
4.2.1. Advertising
Chart 4.7: Smartphone Advertising Recall Rates
4.2.2. Application Opportunities
4.2.3. Increase Wi-Fi Usage
Chart 4.8: Growth in Major Wi-Fi Capable Handset Devices, (RIM-Nokia), 2008-2009
4.2.3.1. Wi-Fi Becoming Vital
4.2.3.2. Bango Wi-Fi Billing Solution
4.3. Drivers and Barriers for Smartphone Usage
4.3.1. Drivers
4.3.2. Barriers
5. Operating Systems and Application Stores
5.1. Operating Systems
Chart 5.1: Smartphone Operating Systems Market Share, August 2009
5.1.1. Android
Figure 5.1: Android Architecture
Chart 5.2: Smartphone Shipments Running Open Source OS 2009-2014
5.1.1.1. Open Handset Alliance
Table 5.1: Open Handset Alliance Members
5.1.2. Apple
Table 5.2: iPhone OS X vs. Android Comparison
5.1.3. Microsoft
5.1.3.1. Windows Mobile
5.1.4. Palm
5.1.4.1. webOS
5.1.5. RIM
5.1.6. Symbian Foundation
Table 5.3: Symbian Foundation Members
5.1.6.1. Symbian Open Source Progression
5.1.6.2. Challenges to the Symbian Mobile OS
5.1.6.3. How Will Symbian Keep Its Smartphone OS Market Share?
5.2. Application Stores
5.2.1. How Can Apps Help?
5.2.2. Enterprise Apps Stores
5.2.3. Android Market
Chart 5.3: Android Market App Type Share
5.2.4. Apple App Store
5.2.5. BlackBerry App World
Table 5.4: Blackberry Application Centre Categories
5.2.6. LG Application Store
5.2.7. Nokia Ovi Store
5.2.8. Palm Software Store
5.2.9. Symbian Horizon
5.2.9.1. China Mobile Deal
5.2.10. Windows Marketplace
5.3. OS and Application Store Conclusions
6. Manufacturers
Chart 6.1: Smartphone Manufacturer Market Share, Q2 2008-Q2 2009
Chart 6.2: Smartphone Manufacturer Market Share, Q2 2008-Q2 2009
6.1. Acer
6.2. Apple
6.2.1. Revolutionary User Features
6.2.2. Handset Upgrades
6.2.2.1. iPhone 3G
6.2.2.2. iPhone 3GS
6.2.3. Is the iPhone a Smartphone?
6.3. ASUS
Table 6.1: ASUS Smartphones
6.3.1. Garmin-ASUS
6.4. Dell
6.5. Hewlett Packard
6.6. HTC
Table 6.2: Operators That Have Rebranded HTC Handsets
Table 6.3: HTC Handset Range
6.6.1. HTC Dream/T-Mobile G1
6.6.2. Other Android-Powered Handsets
6.6.2.1. HTC Magic
6.6.2.2. HTC Hero/T-Mobile G2 Touch
6.6.2.2.1. HTC Sense
6.6.2.3. HTC Tattoo
6.7. LG - Eager to Build Smartphone Business
6.7.1. Increasing Appeal to First-Time Smartphone Buyers
6.8. Motorola
6.8.1. Moto Q
6.8.2. DEXT/CLIQ - Android Smartphone
6.8.2.1. MOTOBLUR
6.9. Nokia
Chart 6.3: Nokia Converged Mobile Device Sales, Q2 2008-Q2 2009
6.9.1. Communicator
Table 6.4: Nokia Communicator Devices
6.9.2. Eseries
Table 6.5: Nokia Eseries Handsets
6.9.3. Nseries
6.10. Palm
Chart 5.4: Palm Smartphone Shipments, Fiscal Year 2008-Fiscal Year 2009
6.10.1. Palm Pilot
6.10.2. Palm V
6.10.3. Treo
6.10.3.1. Centro
6.10.4. Palm Pre
6.10.4.1. Palm Pixi
6.11. RIM
Chart 5.5: RIM Revenue, Q1 Fiscal 2009-Q1 Fiscal 2010
6.11.1. BlackBerry
Figure 6.1: BlackBerry 857/957
6.11.1.1. SureType Helps Attract New Users
Figure 6.2: BlackBerry SureType Comparison
6.11.2. BlackBerry Pearl
6.11.3. BlackBerry Pearl Flip
6.11.4. BlackBerry Curve
6.11.5. SurePress Facilitates Launch of BlackBerry Storm
6.12. Samsung
6.12.1. Omnia
6.12.2. Android Handset
6.13. Sharp
Table 6.6: Sharp Smartphones
6.14. Sony Ericsson
6.14.1. P Series
6.14.1.1. P1
Table 6.7: Sony P1 Features
6.14.2. XPERIA
6.14.2.1. XPERIA X1
Table 6.9: XPERIA X1 Features
6.14.2.2. XPERIA X2
6.14.2.3. XPERIA X3
6.15. Manufacturer Overview
7. Operators
7.1. Why Should Operators Offer Smartphones
7.2. European Market
7.2.1. 3
7.2.1.1. INQ Phone - Smartphones May Not be Necessary
7.2.2. O2
7.2.2.1. Loss of iPhone Exclusivity in the UK
7.2.3. Orange
7.2.3.1. First PAYG BlackBerry
7.2.3.2. iPhone Deal
7.2.4. T-Mobile
7.2.4.1. G1 Success
7.2.4.2. First PAYG Android Handset
7.2.5. Vodafone - Smartphone Rebranding
7.3. North American Market
7.3.1. AT&T
7.3.2. Rogers
7.3.2.1. Plans Must be Acceptable
Table 7.1: Rogers Price Plans
7.3.3. Sprint
7.3.4. Telus
7.3.4.1. Operators Must Identify Audience
7.3.5. Verizon
7.4. Asia/Pacific
7.4.1. Australia
7.4.1.1. Telstra
7.4.1.2. Optus
7.4.2. China
Chart 7.1: Chinese Smartphone Shipments, 2009-2010
7.4.3. India
7.4.4. Japan
7.5. Latin America
Chart 7.2: Latin America Smartphone Shipments, 2009-2014
7.6. Operator Overview
8. Conclusions and Recommendations
8.1. Conclusions
8.1.1. Smartphone-Standard Handset Gap Being Bridged
8.1.2. Broader Subscriber Base
8.1.2.1. Easier Usage Broadens Subscriber Base Further
8.1.2.2. Manufacturer Action
8.1.2.2.1. RIM Improvements and Innovations
8.1.2.2.2. Apple Generate Publicity
8.1.2.2.3. PAYG Deals Attracts Users
8.1.2.3. Business Popularity Will Continue
8.1.3. Promoting the Work-Life Balance
8.1.4. How Popular Will Smartphones Be?
Chart 8.1: Smartphone Shipments, 2009-2014
Chart 8.2: Smartphone Shipments as % of Global Handset Market, 2009-2014
8.2. Recommendations
8.2.1. For Manufacturers
8.2.2. For Operators
8.2.3. For Content Vendors
Companies Listed
Acer
Airtel
Alienware
Alltel
América Móvil
Apple
ASUS
AT&T
Bango
Bell South
Boingo
China Mobile
China Unicom
Danger Inc.
Dashwire
Dell
EarthLink
Facebook
Falcon Northwest
Fujitsu
Garmin
Google
Hewlett Packard
HTC
Huawei
IBM
INQ Mobile
Katana
Lenovo
LG
Linux
Magellan
Microsoft
Motorola
Movistar
MySpace
Nokia
NTT DoCoMo
O2
Optus
Orange
Palm
RIM
Rogers
Samsung
Sanyo
Sharp
Skype
SoftBank
Sony Ericsson
Sprint Nextel
Telefonica
Telstra
Telus
T-Mobile
TomTom
Toshiba
Twitter
Verizon
Vodafone
Wayport