Decision Making in the Mobile Ecosystem

1. The Holistic Portfolio:
Decision Making in the Mobile Ecosystem

2. Mobile Phone Purchase
Web About 110,000,000 results (0.21 seconds)
About 110,000,000 results (0.21 seconds)
Shopping About 3,130,000 results (0.53 seconds)
Shopping About 3,130,000 results (0.53 seconds)
Maps 36 suggested stores (within 1 mile radius)
Maps 36 suggested stores (within 1 mile radius)
If you purchase a mobile on a 24 month contract in a developed market, 2 years
later up to 80% of the products you come to view may be different. The pace of
change will refresh manufacturers’ portfolios of devices, whilst digital media
fragments the number of information sources you can use to research your
If you purchase a mobile on a 24 month contract in a developed market, 2 years
purchase.
later up to 80% of the products you come to view may be different. The pace of
change will refresh manufacturers’ portfolios of devices, whilst digital media
fragments the the developed world aresources you can use choosy, consulting the
Consumers in number of information used to this; they’re to research your
purchase. of sources they have at hand. Brand plays a more prominent role in
wide variety
the emerging world, where aspirations can be played to successfully.
Consumers in the developed world are used to this; they’re choosy, consulting
the wide variety of mobile banking andat hand. Brand plays a more prominent
Social networking, sources they have navigation grew globally during 2010.
role in the emerging world, where aspirations can be played to successfully. be
Partnering with content brands and offering access to these new services will
key in 2011.
Social networking, mobile banking and navigation grew globally during 2010.
Partnering with content brands and offering access to these new services will
be key in 2011.

3. As markets mature, consumers tend to consult a wider number of sources – a result of higher
reliance on digital touchpoints and previous experience
SOURCES OF INFORMATION CONSULTED WHEN LOOKING TO BUY A MOBILE PHONE
Source: Mobile Life: GTI 2011
MATURE EMERGING TIER 1 EMERGING TIER 2
Speak with Friends / Colleagues 38 51 76
Online Blogs / Forums 15 9 2
Internet Consumer Review 31 13 3
WORD OF MOUTH
Store Displays 37 42 51
Speak with Store Staff 34 39 50
Manufacturer Website 27 13 8
Network Provider Website 25 13 5
Telecoms Retailer Website 17 7 4
POINT OF SALE
Promotions 21 17 11
Newspapers 11 14 23
TV 7 15 36
Contact Service Centre 3 7 3
MARKETING / ADS
Previous Experience 34 18 20

4. Handset and network brands hold strong equity in emerging markets, but as markets develop,
content and apps along with OS gain momentum
IMPORTANT FACTORS IN PRODUCT DECISION MAKING
Source: Mobile Life: GTI 2011
MATURE EMERGING TIER 1 EMERGING TIER 2
Brand of Headset 44 70 86
Model of Headset 38 44 78
Look and Feel of Device 53 41 29
Operating System 32 32 19
Input Method 41 22 10
Access New Features / Services 31 18 28
Accessories Available 19 15 25
Brand of Network Provider 27 26 53
Content and Applications 32 34 16

5. Social networking, mobile banking and navigation services are seeing strong growth in 2011
USAGE OF SERVICES
2010 2011
Source: Mobile Life: GTI 2011
Download Ringtones 29 26
Download Caller Tunes 24 23
Download Graphics 23 22
Download Music 21 22
Download Apps 16 20
Download Games 17 19
Social Networking 12 19
Stream Music 0 17
Watching Social Video 10 15
Mobile Banking 9 14
Navigation 8 13
Location Services 9 12
Blogging 8 12
Download TV / Video 11 12
Watch Live TV 9 12
Subscriptions 9 12
Stream TV / Video 0 11
Mobile Wallet 6 10
Speech to Text 0 9

6. Content brands that offer multiple services through a single portal hold potential to gain equity
by piggybacking consumer behaviours
USAGE AND DEMAND FOR SOCIAL NETWORKING SERVICES - %
Currently doing Would like to do
Source: Mobile Life: GTI 2011
Send Messages to Friends 63 12
Check Status of Friends 62 11
Receive Messages From Friends 60 12
Update Status 57 11
FACEBOOK
Look at Other People’s Photos or Videos 40 17
Upload Photos or Vidoes 38 21
Play Games 26 18
Stream Content (Music, Videos, Games) 17 20
Check in Your Location 9 17

7. To find out more, please contact
Fiona Buchanan Joe Webb Ryan Versfeld
Sector Development Manager Development Planner Research Executive
TNS Global Technology TNS Global Technology TNS Global Brand Equity Centre
t: +61 3 8862 5975 t: +44 (0)20 7160 5942 t: +27 21 657 9696
m: +61 40 476 4896 m: +44 (0)7764 272315 e: ryan.versfeld@tnsglobal.com
e: fiona.buchanan@tnsglobal.com e: joseph.webb@tnsglobal.com