1. MOBILE WEB
MARKETING
Market Trends
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2. SIGNIFICANCE - MOBILE WEB
Ran a 3 D study on users that have smartphones, and the frequency with which they
use the phone to follow general trends by Malaysians.
The results were interesting, and showed insights across each user, and his/her
behavior pattern. The behavior pattern into what they like, significance of what they
like, and how that could leverage into platforms for mobile marketing.
Freq: Listen To Music On Mobile
Phone/Smartphone
250
Freq: Listen To Music
On Mobile
SIGNIFICANCE
200 193
Phone/Smartphone
150 149
127
100 100 109
93
71
50 58
0
1 2 3 4 5 6 7 8
FREQUENCY
The table depicts an interesting trend. The majority of users listen to music several
times a week, or 1-3 times a month. As the music is repeated the listenership drops,
and the decline happens if the frequency of music increases to 1-3 times a month.
Freq: Play Games On Mobile
Phone/Smartphone
200
187
172
SIGNIFICANCE
150 154 147
129
100 100 93
Freq: Play Games On
50 Mobile
37 Phone/Smartphone
0
1 2 3 4 5 6 7 8
FREQUENCY
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3. The table depicts an interesting trend, on gaming around web. There are those who
play games on mobile phone/smartphone, several times a week. If we compare by
significance, those who prefer listening to music are higher than those who like
playing games on mobile phone or smartphone.
Several times a day -1
Once a day-2
Several times a week-3
Once a week-4
1-3 times a month-5
Less than once a month-6
Freq: Access Maps/Navigation
Tools
250
200 208 215
150 146
129
100 100 Freq: Access
82
50 66 Maps/Navigation
15 Tools
0
1 2 3 4 5 6 7 8
FREQUENCY
If we look at this table, and its significance, there are quite a few users who’d like to
use smartphone to access maps, and navigation tools. On significance level, this is
above the average level for a user who follows music on smartphones.
250
200 198
Significance
174
150 151 152
100 100 98 Freq: Use Mobile
70 Phone Specific
50 Applications
17
0
1 2 3 4 5 6 7 8
Axis Title
If we look at this table above, we would notice that the frequency is above 150 for
those users who use the phone for mobile phone specific applications. On pure
scores of significance, and this was above average, the results indicated that quite a
few users looked at mobile phone specific applications, and the results were as high
as those who played games on mobile phones/smartphones.
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4. Net Index 2011
A study done by Nielsen on Yahoo and it’s targeting of mobile web consumers.
There is opportunity to shape consumers path to purchase by tracking the trends of
those who purchase pre-paid phones, and go for a cost-effective option.
Mass Segment: Consumers pay less than $200 for a mobile handset, and the pre-paid
services. For web consumption, and mobile web tracking they pay less than $20 a
month.
Mobile Web, Social Networking, and IM for less than $20 a month.
Mobile Web Markets
Indonesia Philippines Vietnam Malaysia
Indonesian mobile 30% of total In this market the Mobile and Tablet
Penetration has population of mobile penetration marketing is taking
risen from 22% Philippines is Stands at 30% up ground. The most
entrenched in from 19% in 2010. visited website on
to 58% this year.
Social media, Mobile was Google
The mobile prepaid or Facebook, while
Search
Costs are low and Yahoo was
by regional and
second.
standards the sophisticated
average monthly consumption of
payment is around internet from
$12.50. home, or
mobile. Those
using mobile
web has
reached to a
level of 4%from
5% in 2010.
It was Interesting to look at the operating system and the annual forecast, in 2010,
and 2011 according to the sources of Gartner. The unique new revelation is that
blackberry operating system, Research in Motion, sales to end users by 3Q11 is only
11% in comparison to Android, and Symbian. The highest smartphone sales was for
Android phones with increase in number of units by 30,000 units between 2010, and
2011. Android benefitted from weak competition, and mass-market offerings.
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5. Source: Gartner Study
Worldwide Smartphone Sales to End Users by Operating System in 3Q11
(Thousands of Units)
3Q11 3Q11 Market 3Q10 3Q10 Market
Share (%) Share (%)
Operating Units Units
System
Android 60,490.4 52.5 20,544.0 25.3
Symbian 19,500.1 16.9 29,480.1 36.3
iOS 17,295.3 15.0 13,484.4 16.6
Research In 11.0 15.4
Motion 12,701.1 12,508.3
Bada 2,478.5 2.2 920.6 1.1
Microsoft 1,701.9 1.5 2,203.9 2.7
Others 1,018.1 0.9 1,991.3 2.5
Total 115,185.4 100 81,132.6 100
If someone has to calculate the market size based on the mobile phone users, and
link that with the smartphone sales, it would be interesting to know the market
potential for mobile web. Calculations done below really looks at how insights used to
put a cost to the commercial plan can really offer value added services to propel, and
grow the mobile web media, and take it beyond Google, Facebook, and Yahoo.
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6. Market Size of mobile web on RIM
enabled Blackberry
# of smartphones 12701
user
cost
Prepaid cost $20
Average money spent on pre-paid $40
Total spent on pre-paid $60
web
cost
Banner Ads Promotions $30
Sponsored Social Web Conversations $40
Search for locations, GPS, music $20
Games $10
Ideas Top up to television shows $30
Top up to newspaper articles $30
Review local restaurants
Education (Mobile Specific Applications) $20
Dating(Facebook) $15
Local Taxes, and charges
Total $315
$4,000,815
Assumption: Ideas could be based on the
local television shows that are popular
The education, and dating are
information that could tap into the
awareness level for mobile web,
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7. Can we use Nielsen data on TOP PC Game Titles to create mobile specific
applications?
The latest Nielsen data shows that there are PC enabled game titles that would really
work if we look at their share, and average minutes played per week. The game titles
are world of warcraft, warcraft 3: Reign of Chaos, Lord of the Rings(Online Shadows
of Angmar) and League of legends (Riot Games)
These are the top PC game titles that were rated as really high on share, and
average minutes. There is a company, TMP that provides percentage on each of the
average minutes, and that’s a metric through which PC games performance can be
shared. All these games are non-casual.
Top PC Game Titles
Source: Nielsen
June 2011
AVERAGE
MINUTES
RANK GAME TITLE PUBLISHER SHARE TMP%
PLAYED PER
WEEK
WORLD OF BLIZZARD
1 6.304 423 27.905
WARCRAFT ENTERTAINMENT
WARCRAFT III: REIGN BLIZZARD
2 1.821 389 4.532
OF CHAOS ENTERTAINMENT
LEAGUE OF
3 RIOT GAMES 1.581 238 3.931
LEGENDS
LORD OF THE RINGS
4 ONLINE: SHADOWS TURBINE 1.354 408 3.473
OF ANGMAR, THE
HALO: COMBAT MICROSOFT GAME
5 0.567 706 2.785
EVOLVED STUDIOS
ZUMA'S REVENGE! -
6 POPCAP GAMES 1.268 318 2.715
ADVENTURE
UNREAL
7 GT INTERACTIVE 1.675 196 2.704
TOURNAMENT
8 BOOKWORM POPCAP GAMES 2.606 107 2.554
9 HALF-LIFE 2 VIVENDI GAMES 2.425 118 2.049
ELECTRONIC
10 SIMS 3, THE 2.104 156 1.955
ARTS INC.
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8. Source: Nielsen. Share is the percentage of the gaming audience measured that played the title. Overall TMP%
represents the percent of total minutes played from the Top 100 non-casual/pre-installed PC games measured.
Malaysian market landscape:
http://image.wetpaint.com/image/3/56aNNjThyqhwZk3MiIuJkg196073/GW441H189
The top websites that are visited within the Malaysia market through mobile are:
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