手机软件市场研究分析报告.ppt
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1、The Mobile Media Authority,The Mobile Market AuthorityThe Mobile Media AuthorityTrusted intelligence for a mobile world,Mobile Media LandscapeMark DonovanCMO+Sr.AnalystM:Metrics,IncMay 2008,Welcome!Today.A review of US mobile market.Performance in key sectors.Where are things headed?What stands out?
2、Your questions.,Digital convergence moves everything to the mobile.We measure it.200+Clients,7 Countries,90 People,3 Offices Million Mobile Subscribers Under MeasurementApplied Methods:Survey,Proxy,Meter,Web-Scraping,The Mobile Media Authority,M:Metrics Measurement Approach,Mobile Media Ecosystem is
3、 Complex Media Converges:Music,Television,Internet,Messaging Programming Decentralized:Operators,Off Portal,Brand Marketers Handset Technology Heterogenous:Hardware,Software,Open/Closed,We Measure These RelationshipsSophisticated survey techniquesDirect behavioral measurementContent/ad monitoring,M:
4、Metrics Product Suite,Advertising,Media Insight,Audience,Comprehensive,Topline,Market Insight,Direct behavioral measurement of the most active mobile media consumers.,Comprehensive market intelligence to help companies profit from mobile convergence.,Insight on key trends and topics from thought-lea
5、ding M:Metrics analysts.,Audience composition of mobile websites to guide ad targeting and spending.,Fusion into leading media planning tool for advertisers and marketers(Europe).,The who,what,where and when of advertising on the mobile web.,Looking for Good News?,Strong Growth Across Most Mobile Se
6、ctorsMore Than Distractions.UtilityIncreasingly Engaged Mobile Web AudienceConnections to PC ImportantAdvertising Starts to Make a MarkDiffusion of Advanced Technology ContinuesOh,and iPhone,State of the Market:US v.EU5,Demographics of Key Mobile Content Sectors,More and More Users of Mobile Messagi
7、ng,+37%,+40%,+38%,+35%,Multimedia Sharing Continues to Surge,+58%,+88%,+64%,+64%,+45%,+50%,+46%,+79%,Source:M:Metrics,Inc.,Copyright 2008.Survey of U.S.mobile subscribers.Data based on three-month moving average for period ending 31st January 2008,n=31,389,Several Services Outpacing Market Growth,In
8、formation Access Beating Market Growth,Strong Growth in Application Usage,+78%,+57%,+96%,+93%,+82%,+116%,Browsing Growth Shows“Lifestyle”Uses,+50%,+49%,+90%,+39%,+41%,+30%,+34%,Mobile Browsers Increasingly Active,Metered Smartphone Panel demonstrates browsing growth Average Daily page views+61%YoY A
9、verage Daily time spent browsing+48%YoY,15:14,22:35,Programmed TV/Video Audience Up 79%YoY,Viral/UGC driving 2X audience of programmed mobile video/TVQuality and cost have been barriers to uptakeAd-supported models rapidly emerging,Distraction&Snacking Drives Mobile TV/Video,Mobile Music Audience Up
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