Mobile Breakfast Series is
a quarterly event that brings together thought leaders and
visionaries from the global mobile industry to interact and share
ideas, insights, and best practices with the entrepreneurs,
enthusiasts, and others who are passionate about mobile. The next
event is on March 10th, 2010 with keynote from
Rob Glaser,
CEO and Chairman, RealNetworks
Registration.
Notes from the
2nd event -
GigaOM,
Moconews,
AORTA
Sponsors: Motricity, Openwave, and Clearwire
http://www.chetansharma.com/untappedmobiledataopportunity.htm
The Untapped
Mobile Data Opportunity
Sponsored by
INQMobile
The last two years in the global mobile market have
been truly sensational. Over 1 billion new subscriptions added, over
2 billion new devices sold, and over $300 billion in mobile data
revenues
. The number
of new iconic devices each quarter is on the rise, the consumer
engagement is at an all time high and the new startups and
entrepreneurs are brimming with ideas and new products. Devices like
the iPhone, Storm, Hero, INQ1, Mytouch, Cliq, Droid, N97
and others have captured the imagination of the media like never
before. The smartphones or the integrated devices now account for
approximately 9% of the global market.
However, what’s often lost in the smartphone euphoria is the
remaining 91% of the market and the significant opportunity of
data-enabling these customers.
Operators who have focused on data services as their
core service have benefited with high data Average Revenue Per User
(ARPU). As we quickly transition into the hyper growth phase of
mobile data services, players who are designing affordable devices
and services with "mobile data" in mind are the ones who will
benefit from a higher uptick in adoption and sustainable consumer
loyalty. However, as operators have migrated from 2G to 3G, many
have missed an opportunity to customize or introduce new services
that take advantage of devices being mobile, interactive, and always
available.
Traditionally, there has been a big gulf between the
functionality of featurephones and the smartphones; however, there
is an emerging category of devices that will provide the
functionality of a smartphone for the price of a feature phone.
Though the average selling price or the ASP of the smartphone has
been dropping, the price is still high for a significant majority of
the global subscriber base. Consumers who are looking for a sub $50
device still want to the access applications such as Facebook,
Twitter, Google search, and make VoIP calls, etc.
In this paper, we will look at the opportunity to
attract the 91% of the global user base into the mobile data
ecosystem. We will quantify the opportunity, examine what this
opportunity means to the mobile value chain specifically to the
mobile operators and discuss the success factors to accelerate the
migration of non-active data users into the data realm.
