1. Mobile Market Trends: US
Gavin Patterson
chief markets analyst
mobileSQUARED
gavin@mobilesquared.co.uk

2. Mobile market overview
• 15 mil. new pops by 2015
• 15.7 mil. new users
• 58.7 mil. new subscriptions
• 3.78 new subscriptions per new user
- Total of 1.17 subscriptions per user to 1.32
• 109.5 mil. new 3G devices
• Population growth of 4.9%
• Subscriber growth of 6.1%
• Subscriptions growth of 19.5%
• 3G device growth of 76%

3. Target market?
Legacy
Basic talk and text with WAP functionality
Featurephone
Rich-media device, WAP with open Internet
enablement
Smartphone
Advanced capabilities with PC-like
functionality (5-10 times higher usage)
iPhone
Yardstick (20-50 times higher usage)
Only 19mn iPhones and 79mn
smartphones - 26% of total US
subscriptions! Rest of the market using
featurephones and legacy
M-commerce: mobile-enabled website
/ apps / coupons & short codes
Mobile advertising; banners / search /
MMS-based services

4. Mobile device overview
• Smartphone growth of 161% from
79.1mn to 206.3mn – 26% market share
to 57%
• Featurephones down 36% from
161.4mn to 102.7mn - 54% market share
to 29%
• Legacy devices down 16% from 60.1mn
to 50.3mn – 20% market share to 14%
• iPhone growth of 80% from 18.9mn to
34.2mn - 24% market share to 17%
• Android growth of 400% from
18.3mn to 91.6mn - 23% market
share to 44%
• Other (RIM/MS/Symbian/etc) growth
of 92% from 41.8mn to 80.5mn -
53% market share to 39%

5. Mobile internet overview
• Smartphone growth of 197% from 56.9mn to
169.6mn - from 58% of total mobile internet
in 2010 to 86%.
• iPhone +88% from 15.7mn to 29.45mn;
Android +418% from 16.2mn to 83.8mn;
Others +125% from 25.1mn to 56.3mn.
• Featurephones down 36% from 40.3mn to
25.7mn. Legacy devices down 16% from
1.2mn to 1mn
• Mobile internet market to grow 99%
from 98.5mn in 2010 to 196.3mn in
2015
• Rising from 33% of total users in 2010
to 55% in 2015.
• Equivalent to 69% of 3G subs in 2010
and 78% in 2015

6. Mobile internet market share
Smartphones
58% of total market in 2010, rising to 86% in 2015.
Android is single largest OS as of 2011
Featurephones falling rapidy
Brave/patient few on Legacy

7. Mobile apps overview
• Only 9.5% of app users are currently
buying apps - rising to 14.6% by 2015
• Average price of $3.30 per app in 2010 -
falling to $2.30 in 2015
• 285.11mn app downloads in 2010 –
average of 3.14/user. 1.5bn downloads in
2015 – average of 7.8/user
• Mobile apps users to grow 112% from
90.8mn in 2010 to 193.3mn in 2015
• Rising from 30% of total market in
2010 to 54% in 2015.
• App users make 92% of total mobile
internet in 2010 – 98% in2015
• Remainder only using mobile-enabled
websites or WAP

8. Mobile messaging overview
• Almost 170mn active mobile messagers in US now - growing 25% to
212.5mn in 2015
• Equivalent to 66% of total market in 2010 and 78% in 2015
• But can reach every mobile phone in US

9. Thank you
Gavin Patterson
chief markets analyst
mobileSQUARED
gavin@mobilesquared.co.uk