Global Mobile Trends and Enablers: Current State and Future Outlook

The yr 2011 turned into marked with more improvements and tendencies in the mobile area than ever earlier. With healthful boom fees recorded in 2011 and optimistic predictions for the following couple of years, 2012 looks like the year of even extra exciting cellular trends.

A big selection of factors contributed to the worldwide increase of mobile packages (apps) in 2011. Among them are developing network technologies, reducing cell information usage prices, increased utilization of smartphones, restructuring the sales-sharing styles, and an extensively accelerated full or partial subsidy of apps via cell advertising options.


According to the Mobile Stats and Facts 2011, of the arena’s four billion mobile phones in use, around 1.1 billion have been smartphones. In Q1 2011, the worldwide cellular smartphone market ballooned to a 19.Eight% boom fee 12 months-over-year due to an extensive upward push of smartphone shipments. As envisioned via IDC’s Worldwide Mobile Phone Tracker, vendors shipped 371.Eight million units in Q1 2011 in comparison to 310.5 million devices in Q1 2010. In North America, the mobile telephone market changed into stored the front and middle through Apple’s iPhone and HTC Thunderbolt. At the same time as in Western Europe, it was dominated especially by way of new devices from HTC, Samsung, and Sony Ericsson.

On the global scale, Nokia took the main role in cargo volumes and market share (although the latter dropped from 34.7% to 29.2 % 12 months-over-yr), followed by Samsung. Apple maintained its spot #4 on IDC’s list of Top 5 Mobile Vendors.

The breaking news of 2011 became the launch of the partnership between Nokia and Microsoft to regain the floor lost to the iPhone and Android-based devices totally. The new approach manner Symbian and MeeGo, Nokia’s present cellphone working systems, will be progressively sidelined. Symbian is currently transformed right into a “franchise platform,” whilst “MeeGo will location improved emphasis on longer-term marketplace exploration of next-era devices,” according to the employer statement. However, Nokia nonetheless expects to sell about 150 million extra Symbian devices in the destiny.

Regarding the overall cellular utilization patterns of 2011, 61% of human beings suggested the use of their cell gadgets to play video games, 50% – to do a web search, 49% – to get admission to social media, 36% – to study information and 33% – for popular entertainment purposes.

In 2011, over one-third of Facebook’s 600 million user base used Facebook mobile apps, 50% of Twitter’s hundred sixty-five million user base used Twitter Mobile, and over two hundred million YouTube perspectives passed on cellular gadgets each day. Overall, 30% of all smartphone owners accessed their social media accounts via mobile browsers in 2011.

In 2011, many massive brands commenced mixing cell technology with their enterprise desires with a view to boom their presence in at least one of the top app stores. This has opened up new horizons for already booming cell apps markets and growing new venues for similarly marketplace improvement. On the alternative hand, many manufacturers did no longer purpose monetizing their apps and best used them as an add-as much as their logo equity. Last yr, the Apple App Store remained the general chief and the “shop of choice” for both brands and customers. On the other hand, Android Market has won a huge floor with 50% of the worldwide brands who prefer to publish their apps in it during 2011. The newly brought Amazon App Store has received 14% of the brand mobile apps’ publications in only three months of being round.

The global cell app marketplace is estimated at $6.Eight billion in 2011, according to Markets & Markets, a US-based studies firm. It is expected to develop step by step to reach $25 billion over the subsequent 4 years, with the Apple App Store accounting for 20.Five% of the total revenues.

According to iSuppli, an IHS-owned market research firm, the collective revenues from Apple, Google, Nokia, and Blackberry app shops grew around seventy-eight % in 2011 from 2009 and are predicted to reach $8.3 billion in 2014.

In 2011, Apple held the predominant cellular apps marketplace percentage in terms of the sales generated.

However, in terms of cellular app downloads, Android outpaced Apple in step with the statistics from ABI studies.

Eight Trends That Ruled The Global Mobile Market In 2011

1. Near Field Communications (NFC) Technology


In 2011 Sprint Nextel joined forces with handset makers and generation agencies to put in force NFC payment systems. Google used VeriFone Systems and ViVOtech software to run the check carrier in five US towns. The Google NFC-enabled offerings allowed consumers with mainly ready telephones running on Google’s Android OS to pay for goods and redeem coupons with their handsets at NFC-ready coins registers.

2. iPhone 4S

Many expected Apple to introduce its subsequent-generation iPhone five inside the 2011 “Let’s Talk iPhone” event. Instead, Apple unveiled its iPhone 4S, the “smartest” telephone ever. Equipped with an 8-megapixel digital camera, iCloud capabilities, and Sprint network access, it comes with a powerful voice reputation software program and different modern capabilities. Apple said to have sold over four million of its iPhone 4S gadgets just three days after the legitimate launch.

3. QR Codes

2011 become the year of massive use of two-dimensional brief reaction (QR) codes in virtual and print advertising and marketing campaigns. When a coded photograph is captured using a cellular tool or a pill, the user receives immediate access to an abundance of logos/product facts. With QR codes, corporations have a much higher risk to less complicated and quickly reach their audience and stakeholders.

4. Increased mobile gaming

Games have been the most popular sort of apps among smartphone users in 2011. According to today’s Report with the aid of Nielsen, final yr many telephone proprietors have been ready to virtually pay for mobile games – more than they might for any other app category

5. The Cloud

In 2011, Apple delivered its rather predicted iCloud service, which allows storing music, pix, apps, and greater and pushing them robotically to all of the person’s devices thru wi-fi technology. Google launched a comparable song Cloud carrier permitting customers to add their song libraries and circulate them from each cellular gadget and PC.

With these and different Cloud offerings, greater cell apps are anticipated to transport to the Cloud within the close to destiny. They can be accessed and performed immediately from the Cloud thru a cellular internet browser interface. To facilitate this variation, several technologies are already used. For example, HTML5 is used to permit caching on the handset and avoid fluctuations in-network service shipping.

Additionally, in 2011 a few providers of cell solutions supplied integrated cellular browsers to permit direct get right of entry to apps from the publisher’s internet site and elimination of traveling app shops. Each app builder and publisher can now engage immediately without the involvement of / sharing profits with any 1/3-celebration app shops.

6. 4G Technologies

In 2011, every mobile provider announced its plans to update its networks to numerous quicker mobile statistics technologies, including HSDPA, HSPA+, and 3GPP LTE. The providers’ funding in better speeds and higher bandwidth will help the industry maintain up with the exploding call for cell Internet throughout 2012. A tremendous majority of cellular gadgets already shipped in 2012 are 4G-enabled, even though they nonetheless, in reality, hook up with 3G and EDGE networks.

7. Augmented truth

Augmented fact (AR) refers back to the addition of a laptop-assisted contextual layer of data over the actual global, developing a superior or augmented fact. However, exceptional kinds of AR such as head-mounted shows have been around for over 30 years. In 2010 and 2011, AR developed from being a fab machine on the outer edge of visualization and pics technologies to a principal participant within the era landscape because of the increased bandwidth and smartphone adoption.

AR proliferates rapidly into various domains from schooling to tourism / touring to video production and so forth. Many AR apps consisting of Layar use GPS positioning and geo-tagging to annotate current areas with an overlay of facts and three-D pics and characters.


8. Mobile advertising

According to Stephanie Baghdassarian, Research Director at Gartner, “cell advertising is now recognized as a possibility for brands, advertisers and publishers to have interaction consumers in a centered and contextual way, enhancing returns.” In 2011, cellular advertising budgets were set to grow relatively throughout the various categories and regions. The worldwide cell ads market generated around $3.Three billion in 2011, greater than double the $1.6 billion generated in 2010.

Mobile Market Expectations For 2012

In 2012 we were able to maximum possibly see:

– Increased investments in the NFC era throughout handset makers and vendors

– Improved in-app billing protection

– More region-based totally cell trade solutions permitting customers to test into a shop to alert a store of their presence or to feature items to a purchasing cart definitely utilizing taking their photo or their barcodes photo inside the physical shop

– LTE 4G as a mainstream generation in North America and Western Europe

– iPads and capsules continuing to replace PCs as a commercial enterprise tool of preference

Apple iPad three and lengthy-awaited iPhone five with more desirable functionalities accommodating the excessive-speed LTE network and NFC era

– Enhanced social sharing because of the smartphones’ boom

– Extended cell seek to allow purchasers to have interaction with effects which include setting an order without delay from the cell cellphone, reserving a ticket, or creating a hotel reservation

– Gamification because the ultimate manner of attractive a brand new era of users centered on changing their regular stories into sport-like hobbies

– More item reputation (OR) apps permitting users to tune their surroundings for precise items of interest

– More unified communication (UC) customers for cell immediately messaging provided with the aid of over-the-pinnacle carrier providers, which include Skype

– More effective cellular email solutions via a series of era upgrades allowing low-price mobile extensions to present email offerings (Gartner expects mobile e-mail customers to account for 10.6% of the worldwide mobile person base by way of 2014)

– More businesses growing a strategic technique in the direction of their mobile carrier shipping and differentiation (smartphones vs. tablets)

– Tablet trade (T-commerce) and e-wallet as new buzz phrases

Strategic partnerships between cellular companies and popular video providers like YouTube or Vimeo to allow users to duplicate their online behaviors on their cell gadgets

Viktor Bogdanov
PR Manager

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