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SUMMARY
“This report is the first of its kind, to keep the hype to one side, and
truly focus on what is under the covers of online communities globally. It
explores the role of the different players, involved in the value chain of
user generated content including the innovative software vendors, trusted
operators, and the trendy social networks. This is a hot area at the moment;
it is great to see such a comprehensive report that deals with the
facts,” Nagappan Arunachalam (Arun), Chief Marketing Officer
[Author, NewBay Software]
Mobile Social Networking analyzes the current situation in detail, sets it in
context with trends, and unveils the most likely evolutionary stages of Social
Networking on mobile and converged networks.
Based on fresh and exclusive market data and in-depth interviews, the study
explains the impact social networks are having and will have on everyone.
Key questions and issues covered
- Topics covered include:
- Mobile Social Networking industry segmentations
- The Mobile Social Networking value chains
- Enabling technologies on networks and mobile devices
- Mobile social community participant profiles and behaviors, today and
tomorrow
- Existing, emerging and anticipated business models and revenue streams
- Most likely success strategies for existing and new players in the
industry
- Key questions answered by this report
- Is mobile social networking an extension of existing services or
disruptive innovation?
- What are the key application segments for Mobile Social Networking?
- To whom is the mobile social networking phenomenon most relevant, how
and for how long?
- Who is best placed to profit from mobile social networking?
- What is the role of rich media in the future of mobile social
communities?
- What are the existing business models and what new models will emerge?
- What are the drivers and obstacles to mobile social networking growth?
- What is the size of the Mobile Social Networking market? Number of
users, numbers of community registrations and key applications?
- Global coverage
- Case studies provide in-depth analyses of mobile social networking
players' strengths and weaknesses set in the context of their region
- Forecasts of users and revenues for 2007-2012
Who should read this report?
- Operators & telecom service providers:
- Understand the new opportunities, challenges and threats to existing
markets
- Identify the strategies, business models, revenue opportunities, market
segments, technologies and devices to maximize revenues
- Social Network Operators:
- Get the jump on going mobile and converting a destination to a state of
mind
- Navigate the maze of device complexity and understand its potential
impact on communities
- Find partners and understand their key motivators today and in the future
- Infrastructure and device manufacturers, and software developers:
- Understand the Mobile Social Network opportunities and identify key
players and potential partners
- Explore current and evolving roles in the service value chain
- Consultants, analysts and venture capitalists:
- Benefit from unbiased analysis and data free from industry hype
- Provide clients with clear business intelligence and case studies to
support recommendations and investment
- Advertising agencies:
- Assess the potential, partners and strategies to tap the power of mobile
communities
TABLE OF CONTENTS
CHAPTER 1
CHAPTER 2
- MARKET Overview
- What are Mobile Social Networks?
- Definitions
- Mobile Social Networking
- Social media
- Profiles
- Community portals
- Community
- Social graphs
- Figure 2.1: An example of a social graph or ‘community map'
- Social messaging
- Enablers used by mobile community services
- Mobile phone address book
- Mobile messaging services
- Photo album software or hosting services
- Online community service reachable by a mobile web browser
- History of Mobile Social Networking
- Figure 2.2: The history of Mobile Social Networks
- Web 2.0
- User-facing social networking features
- Figure 2.3: Mobile Social Networking user-facing features, by category
- Broadcasting
- Figure 2.4: Industry Survey: The relative importance of mood indicator
as a feature to attract users to a mobile community platform
- Figure 2.5: Industry Survey: The relative importance of music streaming
as a feature to attract users to a mobile community platform
- Figure 2.6: Industry Survey: The relative importance of presence as a
feature to attract users to a mobile community platform
- Figure 2.7: Industry Survey: The relative importance of privacy controls
as a feature to attract users to a mobile community platform
- Figure 2.8: Industry Survey: The relative importance of location-aware
services as a feature to attract users to a mobile community platform
- Figure 2.9: Industry Survey: The relative importance of a popularity
index or rating as a feature to attract users to a mobile community platform
- Connecting
- Figure 2.10: Industry Survey: The relative importance of a
‘tell-a-friend' feature for attracting users to a mobile community
platform
- Conversing
- Figure 2.11: Industry Survey: The relative importance of blogging and
sending written comments as features for attracting users to a mobile
community platform
- Figure 2.12: Industry Survey: The relative importance of text chatting
features for attracting users to a mobile community platform
- Figure 2.13: Industry Survey: The relative importance of multi-player
gaming features for attracting users to a mobile community platform
- Figure 2.14: Industry Survey: The relative importance of one-touch to
call features for attracting users to a mobile community platform
- Figure 2.15: Industry Survey: The relative importance of video calling
features for attracting users to a mobile community platform
- Using and creating content
- Figure 2.16: Industry Survey: The relative importance of photo viewing
and sharing features for attracting users to a mobile community platform
- Figure 2.17: Industry Survey: The relative importance of video viewing
and sharing features for attracting users to a mobile community platform
- Mobile Social Networking segmentation
- Figure 2.18 Pyramid of mobile community categories in order of complexity
- Let Me In
- Figure 2.19: Examples of Let Me In mobile community services
- Let Me Be Me
- Figure 2.20: Examples of Let Me Be Me mobile community services
- Merge My Online with My Mobile
- Figure 2.21: Examples of Merge My Online with My Mobile community
services
- Make Me a Star
- Figure 2.22: Examples of Make Me a Star mobile community services
- Me and My Circle
- Figure 2.23: Examples of Me and My Circle mobile community services
- Me, My Circle and Our Content
- Figure 2.24: Examples of Me, My Circle and Our Content mobile community
services
- The Future
- Figure 2.25: Examples of The Future mobile community services
- Further considerations
- Drivers
- Figure 2.26: Mobile Social Networking drivers
- Societal drivers
- Creation of social value
- Figure 2.27: Reed's Law
- Figure 2.28: Comparisons of Sarnoff, Metcalfe and Reed's Laws of Networks
- Immediacy
- Figure 2.29: Industry Survey: The importance of immediacy as a driver of
adoption of mobile
- community services
- Intimacy
- Discovery of others in proximity
- Easing the wallet or embarrassment of riches
- Market and economic drivers
- Lowering cost of multimedia handsets
- Flat rate data plans
- Reducing cost of customer acquisition and retention
- Revenues for user-generated content
- Technology drivers
- Handset improvements
- Figure 2.30: Industry Survey: The importance of the ease of uploading
UGC to the success of mobile community services
- Network improvements
- Obstacles
- Societal obstacles
- Inappropriate content
- Fear
- Perceptions of ‘islands'
- Figure 2.31: Industry Survey: The importance of users being able to
interact with their community regardless of their phone network to the
success of mobile community services
- Negative behaviours
- Analogue living
- Market and economic obstacles
- High cost to the end user
- Figure 2.32: Industry Survey: The importance of a high cost to the end
user as a barrier to the success of mobile community services
- Legal issues and risk analysis
- Advertising business model
- Aligning the value chain
- High cost of manual moderation
- Technological obstacles
- Lack of standards/interoperability
- Network and bandwidth limitations
- Security
- Complex systems integration
- Location-awareness
CHAPTER 3
- TECHNOLOGIES OF MOBILE SOCIAL NETWORKING
- Handsets
- Client applications versus browser-based technologies
- Figure 3.1: Pros and cons of client applications versus RIA technologies
for Mobile Social Networking
- Figure 3.2: Global mobile Java, BREW and Flash Lite handset sales as a
percentage of total handset sales,2006- 2012
- Wireless Application Protocol
- Figure 3.3: Simple WAP architecture with protocols
- Figure 3.4: SI push message interaction
- Proprietary client-server architectures
- Handsets with integrated applications
- Downloading applications
- Location-enabling tools
- Figure 3.5: US, average price paid by consumers for mobile applications,
2Q07
- Figure 3.6: Location-based Mobile Social Networking services in context
- GPS hardware
- Bluetooth
- Figure 3.7: Global Bluetooth mobile handset sales, 2006- 2012
- Mobile social media tools
- Figure 3.8: Global cameraphone sales, 2006- 2012
- Social media capture
- Social media editing
- Social media transfers
- Social media consumption
- Figure 3.9: Global mobile video handset sales, 2006- 2012
- Networks for Mobile Social Networking
- Mobile community servers/platforms
- Device detection and management for mobile communities
- Social media transcoding
- Figure 3.10: NewBay UGC Gateway architecture diagram
- Community moderation
- Figure 3.11: Community content moderation work flow
- Community user and usage analytics
- Figure 3.12: Online community analytics package popularity
- Mobile network transport protocols
- Radio access network issues
- IMS and Mobile Social Networking
- Identity and privacy
- Location-sensitivity and location-aware features and services
- Roaming and Mobile Social Networks
- Network-based mobile location services
CHAPTER 4
- THE USERS
- Overview
- Mobile users and their communities
- Community access and UI preferences
- Community focus and branding
- Demographics
- Age
- Figure 4.1: Australia, Canada, UK and US, Facebook demographics,
September 2007
- Figure 4.2: UK: Mobile Social Networking demographic profile
- Youngsters
- Youth
- Young adults
- Adults
- Figure 4.3: Facebook users have ‘aged' over the past year
- Gender
- Socioeconomic status
- User profiles
- Personal pages
- Multiple profiles for different personae
- Complexity of maintaining different profiles
- Taxonomy of user types
- Uses for mobile communities
- Figure 4.4: Uses for mobile social networking
- Friending
- Entertainment
- Professional
- Fame
- Causes
- Social shopping
- Figure 4.5: Mobile social networking: the top and bottom five countries
for relying on someone else's recommendation for social shopping, April 2007
- Competition
- User, usage and community metrics
- Rationales
- Context and content
- Resource usage and performance
- Value chain contribution
- Market sizing
- What to collect
- Community metrics
- Figure 4.6: Community metrics tracked by on-line community operators
- User profile metrics
- Figure 4.7: Mobile social media activity level by network category by
country, quarter ending September 2007
- Technology and community responsibilities
- Willingness to pay
- Geographic user trends
- Japan
- Asia Pacific outside Japan, India and China
- Figure 4.8: CyWorld community demographics
- North America
- Latin and Central America
- Europe
- Africa
- Next billion subscribers
CHAPTER 5
- THE ECOSYTEM
- Overview
- Figure 5.1: The Mobile Social Networking ecosystem
- Figure 5.2: The nine segments within the Mobile Social Networking
ecosystem
- Mobile network operators and MVNOs
- Definition
- Figure 5.3: Mobile operators which have mobile communities as part of
their business strategy
- Contributions
- Connectivity
- Security/privacy
- Customer services
- Billing relationships
- Devices with special options
- Device management
- Opportunities
- Risks
- Mobile community platform providers
- Definition
- Figure 5.4: Examples of mobile community platform providers
- Contributions
- Opportunities
- Risks
- Mobile community operators
- Definition
- Figure 5.5: Examples of mobile community operators
- Contributions
- Opportunities
- Risks
- Aggregators
- Definition
- Figure 5.6: Examples of mobile industry aggregators that provide value
to mobile communities
- Contributions
- Opportunities
- Risks
- Community service business enablers
- Definition
- Figure 5.7: Examples of mobile community service business enablers
- Contributions
- Opportunities
- Risks
- Community service technology enablers
- Definition
- Figure 5.8: Examples of mobile community service technology enablers
- Contributions
- Opportunities
- Risks
- Content/media companies
- Definition
- Figure 5.9: Examples of content/media companies interested in mobile
communities
- Contributions
- Opportunities
- Risks
- Mobile network equipment providers
- Definition
- Figure 5.10: Examples of network equipment providers with interest in
mobile communities
- Contributions
- Opportunities
- Risks
- Mobile handset manufacturers
- Definition
- Figure 5.11: Examples of mobile handset manufacturers
- Contributions
- Opportunities
- Risks
CHAPTER 6
- BUSINESS MODELS AND STRATEGIES
- Overview
- Revenue streams
- Mobile community members
- Figure 6.1: Community members receive value for money
- Community-specific services
- Contributions to a cause
- Transactions
- Figure 6.2: Transaction-based revenue stream model
- Mobile community member settlements
- Corporations
- Brand advertising
- Figure 6.3: Corporate spending in mobile communities
- Mobile property advertising
- Local merchant advertising
- Corporate sponsorship
- Commission on sales
- Value chains
- Figure 6.4: Mobile Social Networking industry value chains at a glance
- On-deck mobile operator branded mobile communities
- Figure 6.5: Operator sponsored on-deck mobile community value chain
- Figure 6.6: On-deck operator branded value chain with advertising and
subscriptions
- On-deck independently-branded and operated mobile communities
- Figure 6.7: On-deck independently operated mobile communities' value
chain
- Off-deck
- Figure 6.8: Off-deck mobile community value chain
- Figure 6.9: Moba-ge-town business model
- Converged access strategies
- Figure 6.10: Global mobile content usage roundup, selected service
providers, Apr-Oct 07
- Online + mobile
- TV + web + mobile
CHAPTER 7
- FORECASTS
- Overview
- High growth
- Figure 7.1: Mobile Social Networking in context of broad trends
- High uncertainty
- Dealing with uncertainty
- Methodology and definitions
- Regional forecasts
- Mobile Social Networking addressable market
- Figure 7.2: Mobile Social Networking industry forecast parameters
- Average Income Generated Per User (AIGPU)
- Figure 7.3: Mobile Social Networking industry revenue streams
- Revenue forecasts
- Assumptions
- Figure 7.4: Global mobile subscribers, 2007-2012
- Online and mobile communities
- Multiple communities
- Figure 7.5: Global percent of users in one or more mobile communities,
2006-2012
- Scenario assumptions
- Departure point
- Figure 7.6: Mobile community penetration among mobile browsers and
mobile subscribers by region in 2006
- Conservative scenario
- Middle scenario
- High Growth scenario
- Community type distribution
- Regional assumptions
- Average Income Generated Per User (AIGPU)
- Falling income
- Counteracting forces
- Figure 7.7: North America, Average Income Generated Per User (AIGPU) per
month, by community type, 2007-2012
- The value chains
- Registered user forecasts
- Figure 7.8: Global unique mobile community users in the three scenarios,
by region, 2007-2012
- Community registration forecasts
- Community registrations by region
- North America community registration forecasts
- Figure 7.9: North America, Conservative scenario: community
registrations by community type, 2007-2012
- Figure 7.10: North America, Middle scenario: community registrations by
community type, 2007-2012
- Figure 7.11: North America, High Growth scenario: community
registrations by community type, 2007-2012
- Figure 7.12: North America, three scenarios community registrations,
2007-2012
- Latin America community registration forecasts
- Figure 7.13: Latin America, Conservative scenario: community
registrations by community type, 2007-2012
- Figure 7.14: Latin America, Middle scenario: community registrations by
community type, 2007-2012
- Figure 7.15: Latin America, High Growth scenario: community
registrations by community type, 2007-2012
- Figure 7.16: Latin America, three scenarios community registrations,
2007-2012
- Asia Pacific community registration forecasts
- Figure 7.17: Asia Pacific, Conservative scenario: community
registrations by community type,2007-2012
- Figure 7.18: Asia Pacific, Middle scenario: community registrations by
community type, 2007-2012
- Figure 7.19: Asia Pacific, High Growth scenario: community registrations
by community type, 2007-2012
- Figure 7.20: Asia Pacific, three scenarios community registrations,
2007-2012
- Europe community registration forecasts
- Figure 7.21: Europe, Conservative scenario: community registrations by
community type, 2007-2012
- Figure 7.22: Europe, Middle scenario: community registrations by
community type, 2007-2012
- Figure 7.23: Europe, High Growth scenario: community registrations by
community type, 2007-2012
- Figure 7.24: Europe, three scenarios community registrations, 2007-2012
- Africa and Middle East community registration forecasts
- Figure 7.25: Africa and Middle East, Conservative scenario: community
registrations by community type, 2007-2012
- Figure 7.26: Africa and Middle East, Middle scenario: community
registrations by community type, 2007-2012
- Figure 7.27: Africa and Middle East, High Growth scenario: community
registrations by community type, 2007-2012
- Figure 7.28: Africa and Middle East, three scenarios community
registrations, 2007-2012
- Revenue forecasts
- Figure 7.29 Global mobile community revenues forecast in three
scenarios, by region, 2007-2012
- Revenues by region
- North America mobile community revenue forecasts
- Figure 7.30: North America, Conservative scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.31: North America, Middle scenario: mobile community revenues
by community type, 2007-2012
- Figure 7.32: North America, High Growth scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.33: North America, three scenarios community revenues, 2007-2012
- Latin America mobile community revenue forecasts
- Figure 7.34: Latin America, Conservative scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.35: Latin America, Middle scenario: mobile community revenues
by community type, 2007-2012
- Figure 7.36: Latin America, High Growth scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.37: Latin America, three scenarios community revenues, 2007-2012
- Asia Pacific mobile community revenue forecasts
- Figure 7.38: Asia Pacific, Conservative scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.39: Asia Pacific, Middle scenario: mobile community revenues by
community type, 2007-2012
- Figure 7.40: Asia Pacific, High Growth scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.41: Asia Pacific, three scenarios community revenues, 2007-2012
- Europe mobile community revenue forecasts
- Figure 7.42: Europe, Conservative scenario: mobile community revenues by
community type, 2007-2012
- Figure 7.43: Europe, Middle scenario: mobile community revenues by
community type, 2007-2012
- Figure 7.44: Europe, High Growth scenario: mobile community revenues by
community type, 2007-2012
- Figure 7.45: Europe, three scenarios community revenues, 2007-2012
- Africa and Middle East mobile community revenue forecasts
- Figure 7.46: Africa and Middle East, Conservative scenario: mobile
community revenues by community type, 2007-2012
- Figure 7.47: Africa and Middle East, Middle scenario: mobile community
revenues by community type, 2007-2012
- Figure 7.48: Africa and Middle East, High Growth scenario: mobile
community revenues by community type, 2007-2012
- Figure 7.49: Africa and Middle East, three scenarios community revenues,
2007-2012
- Revenues by community segment
- Figure 7.50: Global mobile community revenues forecast in three
scenarios, by community type, 2007-2012
- Friending mobile community revenue forecasts
- Figure 7.51: Global mobile Friending community revenues forecast in
three scenarios, 2007-2012
- Entertainment mobile community revenue forecasts
- Figure 7.52: Global mobile Entertainment community revenues forecast in
three scenarios, 2007-2012
- Productivity mobile community revenue forecasts
- Figure 7.53: Global mobile Productivity community revenues forecast in
three scenarios, 2007-2012
- Fame mobile community revenue forecasts
- Figure 7.54: Global mobile Fame community revenues forecast in three
scenarios, 2007-2012
- Causes mobile community revenue forecasts
- Figure 7.55: Global mobile Causes community revenues forecast in three
scenarios, 2007-2012
- Social shopping mobile community revenue forecasts
- Figure 7.56: Global mobile Social Shopping community revenues forecast
in three scenarios, 2007-2012
- Competition mobile community revenue forecasts
- Figure 7.57: Global mobile Competition community revenues forecast in
three scenarios, 2007-2012
CHAPTER 8
- OVER THE HORIZON
- The world in 2012
- A glimpse of the future
- Immersive Living
- Geek Culture
- G Tech
- Localism
- AI agents
- Mobile devices and applications
- Social media
- Multi-radio and location-based controls
- Sense of connection
- Standardization
- Reach
- Integration
- Open or standard
- Emerging markets
- Aging users
- Regulatory environment
CHAPTER 9
- RECOMMENDATIONS
- Mobile operators
- Network-neutral
- Technology recommendations
- Business recommendations
- Network-sensitive
- Technology recommendations
- Business recommendations
- Platform providers
- Mobile community operators
- Technology recommendations
- Business and management recommendations
- Online community operators
- Brands
APPENDIX
- MOBILE SOCIAL NETWORKING INDUSTRY SURVEY 2007
- Survey methodology
- Respondent profile
- Figure A.1: Survey respondents by industry sector
- Figure A.2: Survey respondents by area of responsibility
- Figure A.3: Survey respondents' personal use of social networking
services
- Figure A.4: Survey respondents' personal use of Mobile Social Networking
services
- Selected top-level results
- Figure A.5: The importance of immediacy to the success of mobile
communities
- Figure A.6: The importance of ease of uploading to the success of mobile
communities
- Figure A.7: The importance of interoperability between online and mobile
communities to the success of mobile communities
- Figure A.8: Mobile Social Networking users must be able to interact with
their communities no matter what phone network they are on
- Figure A.9: Server versus client-based technologies for mobile
communities in 2010
- Figure A.10: Consumer spending on mobile communities, in 2007 and 2010
- Figure A.11: Importance of community features in attracting users to
mobile community platform in 2007
- Figure A.12: Importance of community features in attracting users to
mobile community platform in 2010
- Figure A.13: Contribution of different potential sources of revenue to
community operator in 2007
- Figure A.14: Contribution of different potential sources of revenue to
community operator in 2010
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