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© 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597
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© 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

Mar 26, 2015

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Page 1: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Mobile!

Mark DonovanSenior Vice President + Sr. Analyst

January 2009

Com597

Page 2: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Plan for My Talk

• Who Am I and Why Am I Talking To You?

• Five Key Trends in the US Mobile Market

• Topics to Discuss• Mobile marketing

• Smartphones and digital convergence

• Why things are hard in mobile

• The “geo-politics” of mobile

Page 3: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Who Am I and Why Am I Talking To You?

• Mobile industry veteran (though rookie by Kelly’s standards!)

• Mobile industry analyst (very interesting place to sit)

• Head mobile products and marketing for comScore• Leading provider of market research about online behavior and marketing

• Founded in 1999, IPO’d in 2007

• How I ended up here is a story I’ll keep brief . . .

Page 4: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

FAIL

Page 5: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Up and to the right:3G, Smartphones, Web and Ads.

Oh, and iPhone too.

Page 6: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

1.Mobile Broadband

Page 7: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Mobile Broadband Adoption, Jan'05 to April'08, US

0

10

20

30

40

50

60

70J

AN

20

05

FE

B 2

00

5

MA

R 2

00

5

AP

R 2

00

5

MA

Y 2

00

5

JU

N 2

00

5

JU

L 2

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5

AU

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SE

P 2

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OC

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NO

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DE

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JA

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JU

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JU

L 2

00

7

AU

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7

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7

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7

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7

DE

C 2

00

7

JA

N 2

00

8

FE

B 2

00

8

MA

R 2

00

8

AP

R 2

00

8

3G

or

WiF

i E

na

ble

d M

ob

ile

Ph

on

es

(M

illi

on

s) WiFi Only

3G

29% Mobile Broadband Penetration

3G = UMTS, EVDO, HSPDA

3G = UMTS, EVDO, HSDPA

Page 8: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Mobile Broadband Lifts Media Consumption

Service Penetration, 3G v. 2.5G Phones, April 2008, US

17%

20%

12%

4%

4%

5%

4%

41%

25%

22%

17%

17%

7%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Photo Messaging

Playing Games

Browsing

Music

Video

Social Network/Blogs

Downloaded Apps

Percent Phone Owners Using Service in Month

3G2.5G

Page 9: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

2.Smartphones

Page 10: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Moving from Geek to Chic

January 200545 models

November 2009166 models

Page 11: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

122% YoY Increase in Smartphone Owners

Smartphone Adoption*, Jan'05 to April'08, US

0

2

4

6

8

10

12

14

16

JAN 2

005

FEB 2005

MAR 2

005

APR 2005

MAY 2

005

JUN 2

005

JUL 2

005

AUG 2005

SEP 2005

OCT 2005

NOV 2005

DEC 2005

JAN 2

006

FEB 2006

MAR 2

006

APR 2006

MAY 2

006

JUN 2

006

JUL 2

006

AUG 2006

SEP 2006

OCT 2006

NOV 2006

DEC 2006

JAN 2

007

FEB 2007

MAR 2

007

APR 2007

MAY 2

007

JUN 2

007

JUL 2

007

AUG 2007

SEP 2007

OCT 2007

NOV 2007

DEC 2007

JAN 2

008

FEB 2008

MAR 2

008

APR 2008

Sm

art

ph

on

e O

wn

ers

(M

illi

on

s)

Smartphone = Palm, Windows, Symbian, RIM, Linux, Apple O/Ses

7%

Page 12: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Active Media Users Embrace Smartphones

Service Penetration, Smart v. Feature Phones, April 2008, US

23%

20%

11%

6%

6%

4%

4%

40%

45%

59%

28%

17%

24%

24%

0% 10% 20% 30% 40% 50% 60% 70%

Photo Messaging

Playing Games

Browsing

Music

Video

Social Network/Blogs

Downloaded Apps

Percent Phone Owners Using Service in Month

SmartphoneFeaturePhone

Page 13: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

3.Mobile Web

Page 14: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

55% YoY Increase in Mobile Web Audience

Page 15: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

“Utility” Web Audience Grew Even Faster

Mobile Audience Growth by Category, April '07-'08, US

9%

46%54% 57%

64% 65% 68%

91%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mar

ket G

rowth

Browsi

ng (ex

Emai

l, IM

)

News

Browsi

ng

Wea

ther

Bro

wsing

Map

s Bro

wsing

Traf

fic B

rowsi

ng

Searc

h Bro

wsing

Banki

ng Bro

wsing

Yo

Y A

ud

ien

ce

Gro

wth

, Ap

ril'0

7 t

o A

pri

l'08

Page 16: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

YoY Growth in Smartphone Browsing, March'07-March'08MeterDirect On-Device Meter Panel

89%

127%

0% 20% 40% 60% 80% 100% 120% 140%

Smartphone Browsers

Smartphone Pageviews

Top Domains by Time Spent Browsing per Month, MarÕ08, US Domain Company Average Monthly Duration Total Total 4:37:48 craigslist.org Craigslist, Inc. 1:38:51 ebay.com eBay Inc. 1:25:41 myspace.com News Corporation 1:25:13 facebook.com TheFacebook, Inc 1:24:09 go.com The Walt Disney Company 1:07:04

Smartphones Still Raised the Bar Further

Page 17: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

4.Mobile Advertising

Page 18: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Mobile Provides New Advertising Platforms

Text advertising& marketing

Ad-supported DownloadableApplications

Ad-supported mobile video

112MMText Users

48MMMobile gamers

14MMMobile video viewers

[iLoop Mobile] [Greystripe] [Mywaves]

Page 19: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Mobile Web Drawing Top Brands

1 Mobile Publishing

2 Mobile Personalization

3 Broadcasting & Cable TV

4 Automobile Manufacturers

5 Internet Software & Services

6 Application Software

7 Movies & Entertainment

8 Aerospace & Defense

9 Specialized Consumer services

10 Diversified Banks

Top 10 Sources of Mobile WebAdvertisements, by Sector,

April’08, US

Selected Mobile Banner Ads, April 2008

Page 20: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

5.The iPhone Effect

Page 21: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

iPhone Crashed the Party (and Raised the Bar)

Service Penetration, Market v. iPhone Owners,

21%

14%

8%

6%

5%

32%

88%

74%

31%

51%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Playing Games

Browsing

Music

Video

Social Network/Blogs

Percent Phone Owners Using Service in Month

iPhoneMarket

Page 22: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

The World After iPhone

•Small audience, but outsized impact

•Radical design fueling innovation (or acceptance of innovation)

•Business model a glimpse of battles ahead for customer ownership

•Software is the new mobile battleground (cf. Symbian, Android)

•Success of PC-tether (iTunes) and Web-tether (MobileMe) hints at convergence to come

•“Openness” is the new black

Page 23: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Thank You!

Questions?

[email protected]

Page 24: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Page 25: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

Page 26: © 2008 M:METRICS, INC. Mobile! Mark Donovan Senior Vice President + Sr. Analyst January 2009 Com597.

© 2008 M:METRICS, INC.

The Mobile Media Ecosystem (One Version)

•advertisers•advertisers •media•media•agencies•agencies

•infrastructurevendors

•infrastructurevendors

•device oems•device oems

•aggregators•aggregators

•serviceenablers

•serviceenablers

•mobilenetwork

operators

•mobilenetwork

operators

•technology

•vendors

•technology

•vendors

•mobilemedia

•mobilemedia