AdMob, the world’s largest mobile advertising marketplace, has released its November issue of the Mobile Metrics. As per the report there is an increasing amount of mobile web and application usage over WiFi networks in the US and UK. Worldwide iPhone requests grew 52% month over month to 359 million in November, giving the iPhone 6.3% of total requests. In the US the iPhone is now the #1 device with 9.9% of requests. Recently launched WiFi capable Smartphones such as the G1 and BlackBerry Bold suggest that WiFi traffic will continue to grow in the coming months. Mobile devices that aren’t phones (e.g. Sony PSP, iPod Touch) are also generating significant traffic on WiFi.

The iPhone has by far the most WiFi usage, with 42% of US requests coming in over WiFi instead of a mobile operator network, according to the latest report. AdMob is the world’s largest and highest quality mobile advertising marketplace, serving more than 4.0 billion mobile banner and text ads per month. Incorporated in April 2006, makes it easy for publishers to monetize their mobile traffic and for advertisers to target and reach customers on the mobile Web in more than 160 countries. AdMob stores and analyzes handset and operator data from every ad request in its network to optimize ad serving. Each month, the Mobile Metrics Report aggregates this data to provide insights into major trends in the mobile ecosystem.

WiFi usage in the US; highlights from the report:

• 8% of total requests in the US in November were on WiFi networks, up from 3% in August. Moreover, 19% of the requests orginated from WiFi capable phones, up from 9% in August.
• 42% of iPhone requests are made from WiFi, notably higher than most other WiFi capable phones which average between 10-20%. iPhone WiFi usage is generally higher on iPhone specific sites and applications than on normal mobile sites.
• Most HTC devices are WiFi capable, with 9% of all HTC requests on WiFi networks. 10% of G1 requests were made on WiFi.
• Only a subset of the popular BlackBerry Pearl and Curve models are WiFi capable, with 16% of total RIM requests coming from WiFi enabled devices and 1% of requests were on WiFi.
• Top manufacturers Motorola, LG, and Samsung generate very few WiFi requests.

WiFi usage in the UK, highlights from the report:

• In the UK, 8% of requests in November were on WiFi networks, up from 4%  in August. 21% of requests came from WiFi capable phones, up from 14% three months prior.
• 56% of iPhone requests are made on WiFi. iPhone WiFi usage is generally higher on iPhone specific sites and applications that on normal mobile web sites. The iPod Touch the 2nd most used device on WiFi and was 10th in overall handset share with 1.8% share in Nov.
• After the iPhone and iPod Touch, the Nokia N95 and other N series phones are the leading WiFi devices. 44% of Nokia requests come from WiFi capable devices, with 7% of requests on a WiFi network.
• Most HTC devices are WiFi capable, with 26% of all HTC requests on WiFi networks. The HTC Touch and HTC Diamond are the two top HTC devices on WiFi.
• Top manufacturers Sony Ericsson and Samsung generated few WiFi requests

The report also revealed that the worldwide requests were flat in November at 5.8 billion. Requests from North America, Western Europe, Latin America, and Eastern Europe each increased more than 10% month over month. These increases were offset by a decline in Indonesian inventory.

The G1 (HTC Dream) generated 15 million requests in November and already represents 7% of all T-Mobile traffic. Android had a 2% share of smartphone operating system traffic in the US.

Country wise, the US still leads in the total number of ad requests generated with 2.4 billion requests in November 2008. Indonesia and India followed with 933 million and 453 million ad requests respectively.

Source: AdMob

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The impact of the global economic crisis will spread to the mobile phone market resulting in a downturn in shipments in 2009. According to IDC, total mobile phone volumes will be 1.9% lower in 2009 than 2008 levels, the first downturn in annual shipment volumes since 2001 when shipments declined 2.3%. Over the past several years, the mobile phone market has enjoyed double-digit annual growth due to an increased emphasis on emerging markets. However, emerging market growth has been steadily slowing as these markets mature. IDC now expects worldwide growth to be just 7.1% in 2008 before slipping into negative growth in 2009.

In recent months, a number of major industry players – including component suppliers, handset makers, and operators – have announced their concerns about handset volumes in 2009. Most have indicated that they expect a year-over-year decrease due to the flagging global economy.

"Nokia’s announcement was the first sign of troubles to come," said Ryan Reith, senior analyst with IDC’s Mobile Phone Tracker. "However, the real concerns set in with announcements from the chipset vendors who supply the industry. Qualcomm, Texas Instruments, and MediaTek are among some of the suppliers announcing reductions in manufacturing for the upcoming year. There is a lot of uncertainty about how the markets will fare and inventory levels will be more of a focus point then ever before."

The economic crunch has also affected consumer behavior, particularly consumers’ plans to purchase new devices. With less disposable income available and other expenses competing for attention, consumers may choose to hold on to their current devices rather than replace or upgrade them at the next possible opportunity, usually when a service contract expires. As long as the device functions properly, consumers may put off the replacement decision until more funds are available. This shift in demand will reduce the need for devices from handset vendors, much in the same way that the shift in supply will reduce the availability of devices from handset vendors.

IDC does not expect the downturn in mobile phone shipments to stretch past 2009. By 2010, the worldwide mobile phone market will show signs of improvement as economic recovery plans will have taken effect. With more disposable income in hand, consumers should feel more comfortable buying a new handset, especially if the opportunity to purchase was delayed. Beyond that, further growth is expected, but at a slower pace compared to the strong double-digit growth experienced in the years prior to the decline.

Additionally, not all segments of the mobile phone market are expected to decline. IDC expects converged mobile devices – commonly referred to as Smartphones – to grow 8.9% worldwide in 2009. This contrasts sharply against the negative growth expected for the entire mobile phone market. Beyond 2009, growth will return to double-digit territory, faster than the overall mobile phone market.

"Converged mobile devices remain a much sought-after option for many consumers," noted Ramon Llamas, senior analyst, Mobile Devices Technology and Trends. "Users have come to realize what these devices can do beyond voice telephony, especially when it comes to running applications. Take a look at how gaming, mapping and location, entertainment, news, and social networking applications for converged mobile devices have taken off, allowing users to do much more than just make phone calls. In response, handset vendors have been building their product and applications portfolios to catch this wave of opportunity."

Lower prices are also making converged mobile devices an attractive choice for consumers. It was not long ago that these devices cost well above the USD 200 price point with a two year contract. As prices have come down in recent quarters, these devices have become competitive alternatives to traditional mobile phones. Faced with the option of purchasing a converged mobile device at roughly the same price as a traditional mobile phone, consumers will be strongly tempted by the fully featured Smartphone. Continued high demand and lower prices will keep this category growing, even as the overall market struggles.

U.S. and Worldwide Mobile Phone Shipment Growth by Device Type, 2008–2010 

Note: Percentages represent year-over-year growth.

Source: IDC, December 2008

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Many organizations struggle to optimize online and offline marketing campaigns across an ever increasing number of new marketing channels. Silos of information reside in separate channel-centric technologies, and distributed marketing efforts, from both internal groups and external relationships, add organizational challenges to managing multi-channel marketing efforts. Most of all, the proliferation of sales and marketing channels has made multichannel campaign performance difficult to track and monitor.

According to a new study published by Aberdeen, a Harte-Hanks Company, Best-in-Class companies are 1.5-times more likely to address these challenges by utilizing next-generation solutions that enable cross-channel optimization across an enterprise. XSell, the leader in multichannel customer interaction technologies, sponsored the report and has made it available for a limited time on a complimentary basis.

The report is available for download here.

The Aberdeen Report, “Cross-Channel Campaign Management: Next Generation Multichannel Marketing” reveals how top performing companies currently execute multi-channel campaigns to extract maximum value from their marketing investments. The report demonstrates the value of collectively leveraging organizational practices in process, performance measurement, knowledge management, and technology to provide a foundation for multi-channel success. By combining organizational capabilities and marketing technologies, Best-in-Class companies are able to positively affect return on marketing investments and customer profitability.

“Traditional multi-channel marketing is largely a function of delivering multiple separate campaigns across multiple channels,” explains Ian Michiels, Research Director at Aberdeen. “Best-in-Class companies are executing structured, collaborative cross-channel campaigns, and they are deriving extraordinary results from these tactics.” The top challenges organizations face when implementing a multi-channel marketing campaign are data integration problems created by disparate systems, the lack of technology to centralize multi-channel management, and the organizational challenges associated with department silos. “The challenge of executing, measuring, and optimizing multi-channel marketing has far reaching implications that affect marketing performance, measurement, and customer retention and acquisition.”

XSell has recently released Campaign FrameworX™ – a unified solution to the cross-channel marketing challenge. “This report supports what we have seen as a universal challenge facing enterprises and industries that are attempting to leverage customer touch points across multiple interaction channels,” said Rob Lee, CEO of XSell. “XSell’s FrameworX family of solutions are specifically designed to enable enterprises to plan, manage, and execute sophisticated cross-channel campaigns.”

XSell’s implementation model allows for rapid integration with existing marketing, CRM, call center, order entry, and Web systems without disruption to current operations. The platform leverages an institution’s proprietary customer information – along with other consumer data – to determine which products the customer is eligible for and likely to purchase with individualized pricing and specific value propositions. Offers are presented through the point of contact, including call center, interactive voice response (IVR), and Web and can be integrated with any existing customer service model.

“Our platform is designed for organizations that are focused on leveraging customer interactions to increase loyalty, revenue, and products per customer,” said Lee. “As numerous industries continue to focus more on existing customers as a means of growth, it is imperative that institutions deliver qualified and personalized offers based upon each customer’s unique needs.”

XSell provides a powerful customer-centric marketing capability using a multichannel platform that creates compelling product and service offers that are presented consistently through all of a company’s various customer touch points - including call centers, Web sites, mobile devices, and interactive voice response (IVR) units. The XSell platform enables companies to sell a wide array of complex products and services, including those provided by third parties. The XSell Customer Service Marketing platform is currently deployed by leading organizations in a variety of industries who share the goal of optimizing customer interactions with accurate and consistent offers. For more information about XSell and our industry specific solutions, please visit the company’s Web site at www.GoXSell.com.

Source: BusinessWire

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Mobile content is evolving. What was previously expensive and difficult to obtain is now becoming accessible to a large section of the mobile audience. Mobile content has been driven to the mobile audience in a cheaper and more accessible form through sponsorship of mobile advertising. As data speeds and content quality improve demand for affordable mobile content will grow among mobile consumers. Funding the content through mobile advertising allows content providers to drive their content to a wider audience for a fraction of the price, driving up audience numbers and increasing revenue potential.

Advertising is moving on to the mobile platform. Mobile subscribers are gaining access to a higher amount of value added mobile content and mobile entertainment, as well as other forms of content. Combined, mobile advertising and mobile content are able to target the mobile audience and drive acceptance of advertising and use of content over the mobile handset.

Ad-funded Mobile Operators

Advertising funded mobile content will open up new areas of the market for mobile content providers. Mobile subscribers who previously would have been unwilling or unable to pay for mobile content will grow the audience for mobile content, tapping into a new market potential. In reducing the costs to the end user which advertising sponsorship would inevitably do, mobile content would be able to reach previously untapped markets. Mobile subscribers who have, until now, refused to download mobile content due to price and other issues, such as previous bad experience, financial constraints or other negative aspects such as data speeds will be encouraged to use mobile content now that advertising funding can remove many of these detriments.

The quality, quantity and type of mobile content available to the mobile subscriber are also changing, and ad sponsorship will help to drive new content formats into the market. Mobile content that may have had difficulty in entering the market will be driven by ad funding as mobile subscribers become more comfortable in trailing new content for a lower price. The nature of ad funded mobile content encourages greater interactivity between the mobile subscriber and the mobile content and advertising.

Ad funded content available in the market is demonstrating the value of the opting-in strategy in gaining vital consumer information to allow advertisers to target their consumer market over the mobile platform with targeted, relevant advertising. When advertising over the mobile platform it is essential that the advertisements are relevant to the subscriber and ad funded content drives this practice. The interactivity with the content and advertising in ad funded mobile content will drive the market and content providers and advertisers will feel the benefit of subscriber uptake. Players in all aspects of mobile content and mobile advertising will become involved or affected by ad funded mobile content and will witness an alteration in business models and revenue due to the emergence of this practice.

Players have started to enter the market with various formats of mobile content and will demonstrate the consumer acceptance of the product of ad funded mobile content. Mobile advertising and content will become intrinsically linked as the industry grows and this report will analyze the impact that this will have on the market. It will also analyze the reception of the practice by mobile consumers and how this will alter in the future.

Reportlinker.com has announced that a new market research report “Ad funded mobile content: Forecasts and Analysis 2008” is available in its catalogue.

This industry report addresses the following questions about ad-funded mobile content and advertising:

• Who are the main players in ad funded mobile content and what are they doing?
• What will be the outcomes for players entering various forms of ad funded mobile content?
• What are the methods being used in ad funded mobile content and how can these best be utilised for future success?
• What forms of content are being used in ad funded content and what will be most appropriate for continuing success?
• How successful will ad funded mobile content be?
• What are the drivers and barriers to ad funded mobile content?
• How will advertising and content work together?

For more details about the report, please visit http://www.reportlinker.com/p098018/Ad-funded-mobile-content-Forecasts-and-Analysis-2008.html

Source: ReportLinker; MarketWatch

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According to a news research by MultiMedia Intelligence, Motorola is projected to provide 21% of all handsets consumed in the consumer market in the US. The market research and consultancy firm projects that Motorola will remain the most successful mobile handset manufacturer in the US market in 2008, but that share is rapidly fading. Samsung and LG are closing fast and promise to surpass Motorola in 2009.

The report "US Mobile Handset Market & Customer Segmentation" also suggests that others in the handset market know that only the strong will survive in this new economy and many handset providers are looking at new ways to keep customers moving forward.

"The market share changes among the top mobile handset providers is noteworthy; however, it is not the story of the market," according to Rick Sizemore, chief strategy officer with MultiMedia Intelligence. "The market share gains made by RIM and Apple are coming at the expense of the market incumbents and are affecting the way the entire market competes."

Key highlights of the research include:

• In 2008, Samsung is the No. 1 ranked vender in terms of market share in the highly influential 12-to-17-year-old age-group. Samsung is also No. 1 among African American and Hispanic consumers.
• Blackberry sales are expected to better than double in 2008. The most popular age demographic for Blackberry users in the US is 35-44.
• LG is ranked No. 1 in 2008 in the 25-to-34-year-old segment, due to strong adoption by males in that segment.
• Nokia is the No. 1 vendor to the 65-and-older segment.
• Women make up nearly 60% of all US Treo consumers. The strength of Treo among women versus men is most apparent in the younger segments.
• There are clear differences in the handset choices by different genders. Samsung is the No. 1 vendor to women in 2008, whereas Motorola is the No. 1 vendor to males.

The research report analyzes the US market for cellular handsets shipments by manufacturer in terms of age, race, ethnicity, gender,

MultiMedia Intelligence is a market research and consultancy firm that specializes on the markets and technologies for delivering and monetizing digital content and services across multiple platforms.

More information about the report is available here.

Source: MultiMedia Intelligence

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The worldwide market for presence-based telecommunication services, including instant messaging (IM) and push-to-talk (PTT), is expected to exceed USD 16 billion in 2009, as an ever increasing number of cellular and wireline carriers provide customized services predicated upon the availability of their end-users. According to a new market research study from The Insight Research Corporation, presence-based telecommunication services such as IM and PTT are wildly popular in Asian countries. Carrier revenue from presence-based services is nearly 25% greater in Asia than North America.

Insight Research’s market analysis study, entitled "Presence Based Services Market 2008-2013," notes that presence-based services are part of a worldwide push by carriers to create new IP-enabled services for consumers and business users. The study notes that consumers of mobile and fixed line telecommunications services are adopting presence-based services along with other IP-enabled services such as location based services, fixed-mobile convergence, file sharing, streaming, and video telephony.

"Presence-based services are all about saving time and effort, so both consumers and businesses see value in these applications," says Robert Rosenberg, president of Insight Research Corp. "Carriers from Europe, Asia, Latin America and the US got together to foster standards for mobile IM interoperability, so these services are no longer being viewed as just teen toys. IM and PTT are also business tools, and we see this market continuing to grow as more businesses recognize the utility of these applications," Rosenberg concluded.

The report provides an analysis of the presence based services (PBS) sector of the worldwide Internet protocol (IP)-based applications services market.

Insight Research believes that the six IP-enabled services noted below are presently the focus of progressive service providers globally.  Furthermore, since many of these IP services may be delivered either as an Internet-based service or as a mobile telephony service, they appeal to both wireline and wireless providers:

• residential video telephony,
• fixed mobile convergence,
• file sharing/downloading & multimedia messaging,
• streaming services including IPTV, Internet audio and video streaming and mobile audio and video streaming
• location-based services, and
• presence based services.

Progressive wireless service providers are focusing on PBS.  PBS ensures personalization of modes of communication preferred by users by defining the availability and receptivity of contacts to engage in real-time text and voice communications.  The market forecast focuses on mobile instant message (IM) and push-to-talk (PTT) services delivered over 2.5G- and 3G-enabled mobile devices.

While the focus of the telecommunications industry is currently set on the build?out of IP networks and the migration of voice service from a PSTN circuit-switched architecture to an IP architecture, Insight’s research suggests that by 2013 the bulk of revenue gains will come from advanced IP services—and not from basic voice over the Internet protocol (VoIP). 

In 2006, in its research report "IP-Based Application Services Market 2006-2011," Insight found that most of these services were newly-available to consumers, contributing only 0.9% of global carrier revenue.  Today, the revenues associated with all of our IP services represent 2.5 percent and 8.5% of all global wireline and wireless telecommunications revenues forecasted in 2008 and 2013, respectively.  This still represents a small contribution, but Insight believes the revenues from the six IP services under discussion are increasingly important as they are about four times the revenues from residential VoIP in 2008 (0.6%).  By 2013, Insight forecasts that the revenues from these same six IP services together will be about eight and a half times that of basic VoIP services revenues (1.0%) as a percentage of all telecommunications services.

To find out more about the the Insight Research report "Presence Based Services Market 2008-2013", please visit Insight Research.

Source: Insight Research, Send2Press

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Location-based advertising is gaining momentum as a new medium for advertisers. It provides more targeted communication and is an additional revenue source for LBS vendors, allowing them to offer free ad-funded navigation and LBS services that can stimulate uptake and/or increase profitability. ABI Research has published a new research brief "Location-Based Advertising" that describes the types of location-based advertising, the latest trends, drivers, barriers, and the ecosystem. Case studies of the most relevant initiatives are included. The research brief also provides forecasts for free ad-funded navigation.

“While the relevance of location-based advertising for the location industry is huge, the hype is never far away,” - ABI Research director Dominique Bonte

“Too many location based services (LBS) providers see advertising as the cornerstone of their business plans. The reality is a nascent industry with many barriers still to be removed: the lack of understanding of location-based mobility, a fragmented location ecosystem, immature click-to-locate and click-to-navigate direct response models, limited indoor location technology, and intrusiveness and privacy-related user acceptance issues. Startups such as social networking sites are advised to introduce location-based advertising gradually next to more traditional pricing schemes based on subscription fees or pay-per-use, or a combination of free ad-funded basic services with paid premium offers.”

Transparent opt-in processes and advanced levels of customization will be key success factors for location-based advertising. The seamless integration of location into standard demographics and usage-related advertising targeting parameters will be equally important.

While free ad-funded off-board navigation solutions are already offered by companies such as Jentro Technologies and Locationet, ABI Research expects the bigger brands such as Google and Nokia to dominate this space in the future. The Mobile Marketing Association and advertising agencies such as 1020 Inc. with its Placecast service are key players in enabling this new form of advertising and increasing awareness and understanding within the location and advertising industries.

To know more about the new ABI Research Brief, please visit “Location-Based Advertising”.

The research brief forms part of the firm’s Location Aware Services Research Service, which also includes other Research Briefs, Research Reports, Market Data, an Online Database, ABI Insights, ABI Vendor Matrices, and analyst inquiry support.

Source: ABI Research

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Mobile messaging is a fast growing and exciting industry, generating revenues of USD 130 billion worldwide in 2008, and this figure is set to rise to a market value of USD 224 billion by full year 2013. Portio Research has published a new report "Mobile Messaging Futures 2009-2013" that shows that SMS still accounts for the majority of that revenue, and SMS will remain the most dominant mobile messaging format for most of the next decade. SMS has generated revenues of USD 89 billion in 2008, and the world has seen traffic of almost 3.5 trillion SMS messages in 2008. The report forecasts predict that SMS will become a USD 100 billion business by 2010, and worldwide total traffic will reach almost 5 trillion messages in FY 2011, and growth will continue from there.

Meanwhile, MMS is still the second highest revenue generating non-voice mobile service in the world. The report argues that MMS has not failed, contrary to popular opinion, but MMS will be fighting to keep its place in the messaging mix over the next 5 years. In 2004, when SMS was booming and MMS was fighting hard to establish itself as a reliable format, the mobile industry was full of hype and misinformed expectations about the future of MS. Everyone was saying MMS would be ‘the next SMS’, yet as the years passed, SMS continued to grow at a rapid pace, and MMS continued to lag in a distant second place. At that time, in 2004, SMS generated revenues of USD 30 billion worldwide. In 209, MMS will generate USD 31 billion worldwide, so finally, in 2009, MMS has become ‘the next SMS’, measured by 2004 values.

Among other highlights, key features of this report include:

• Detailed regional SMS traffic and revenue forecasts
• Detailed regional MMS traffic and revenue forecasts
• Detailed mobile market sizing
• Detailed regional and country-level data for many mobile messaging markets
• Forecast regional mobile email revenues and users
• Forecast regional mobile IM revenues and users
• Complete review for each messaging technology in each region
• Answers and analysis from our messaging vendors survey
• Vendor profiles for leading messaging solutions vendors
• Analysis of new advances in SMS and developments in mobile email
• Detailed analysis of the massive rising demand for mobile messaging in Asia

The report looks in depth at the relationships between SMS and mobile IM, MMS and mobile email, and how these messaging formats are likely to grow together. It looks at the competition and synergies between these formats to understand the likely future relationships. This in-depth study forecasts mobile email users worldwide to quadruple from approximately a quarter of a billion users in 2008 to over a billion users by the end of 2013. The report forecasts this growth to be accompanied by a comparative tripling of revenues from approximately USD 12 billion in 2008 to roughly USD 39 billion by year-end 2013.

According to the report, the growth of mobile IM will be more impressive than the explosive fast growth in SMS, MMS and mobile email. The report forecasts exponential growth in mobile IM users, surging from a worldwide total of 111 million users in 2008, growing almost 8-fold to a massive 867 million users by the end of 2013. This massive growth in users will be accompanied by an equally impressive 5-fold increase in revenues from approximately USD 2.5 billion in 2008 to reach approximately USD 12.4 billion in FY 2013.

To know more about the report, please visit Portio Research.

Source: Portio Research

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According to a new Strategy Analytics Wireless Media Strategies service report, “Mobile Internet Forecast Update 2001-2013,” demand for popular content and services on the web, such as social networks, email, and news sites, while away from fixed Internet connections, will drive consumer spending on mobile web access products from operators. As discriminatory charging for off-portal browsing disappears, data pricing for casual use is reduced, and the overall browsing experience on 3G feature and Smartphones is improved, usage and spending on mobile web will increase.

Strategy Analytics has lowered its earlier 2012 user spend projections for mobile Internet access from USD 50 to USD 38 billion, despite increasing estimates for user penetration from 647 million to 707 million across for the same period. While the outlook for Western Europe and North America have remained unchanged, the revenue projections for Japan and Korea have been reduced. Handset browsing has been popular in Japan and Korea to date, but not so in Western Europe and the US.

“Prospects for mobile web access in Western Europe and the US have brightened over the last 12 months as the browsing capability and user experience on handsets improves, and as more operators introduce flexible low-cost monthly and casual browsing plans to suit both heavy and casual users. Fundamentally, access to desirable content on the web, such as social networks, webmail, and infotainment, will drive demand for Internet access products.” - Nitesh Patel, Senior Analyst of the Strategy Analytics Wireless Media Strategies service and author of the report

The report predicts the mobile Internet penetration to rise as the installed base of 3G capable browser enabled handsets continues to rise, and as price points for monthly and more casual payment mobile web access falls. The adoption of mobile browsing will be driven by consumer demand for accessing popular Internet services such as social networking sites like MySpace and Facebook, webmail services from Yahoo and Microsoft, search engines, and news sites while away from a fixed connection.

David Kerr, Vice President at Strategy Analytics, noted, “Although we have entered into an economic downturn, Strategy Analytics continues to forecast increased spending on mobile Internet access products over the next few years. During this period we anticipate price competition on data access from operators, as well as greater consumer adoption of flexible casual browsing options that meet the needs of a broader base of cellular users, such as low-priced, daily capped rates.”

To find more about the report, please visit Strategy Analytics.

Source: Strategy Analytics

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The Strategy Analytics Wireless Media Lab has released a new industry benchmarking repot, “Indian Mobile Portals: Airtel and Vodafone Set the Standard,” which evaluates the usability of leading mobile portals in India and provides key lessons for a superior portal experience to operators and other portal providers.

Participants in the Strategy Analytics study were asked to evaluate the portal homepage layout, locate the latest news headline, purchase a game and search for a ringtone using the mobile portals of leading providers Airtel, Rediff, Reliance, Tata, Vodafone and Yahoo!

According to the report, portal offerings from mobile operators Airtel and Vodafone lead the way in Strategy Analytics’ Mobile Portal Evaluations in India. Airtel Live! and Vodafone Live! had high success rates for all tasks evaluated – portal layout, locating news, downloading a game and searching for ringtones. Non-operator portal Rediff achieved strong ratings for locating news and searching for a ringtone. Participants were confused as to which portal to access using Reliance and Tata – devices from both operators contained both a BREW and Java portal option. Yahoo! was let down by poor discoverability for news services and searching for a ringtone.

The report has been authored by Paul Brown, Senior User Experience Research Analyst at Strategy Analytics.

“Mobile operator portals Airtel Live! and Vodafone Live! lead the way in terms of both success and satisfaction,” - Paul Brown

Kevin Nolan, Vice President of the Strategy Analytics User Experience Practice, added, “The ability to locate the latest news headlines via the portal homepage was a key requirement for many India users; therefore, portal developers in India should be aware of this need.”

To find more about the report, please visit Strategy Analytics.

Source: Strategy Analytics

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