Archive for November, 2009

Mobile Social Networking Grows

By the year 2013, 43% of global mobile internet users (607.5 million people worldwide) will be accessing social networks from their mobile devices, according to a new report from eMarketer, which characterizes mobile and social as still-emerging channels that are each helping drive the adoption…

November 30th, 2009

Droid outsold myTouch 3G by more than four times

First Week Launch Comparison

While Flurry estimates Apple sold approximately 1.6 million 3GS units over its first week of sales, it is important to note that Apple simultaneously launched its device across eight countries (U.S., Canada and six European countries), while the Droid launched only in the U.S. Additionally, the iPhone commanded a strong installed base of over 25 million at the time the 3GS launched. Of those, over 6 million were first generation iPhone users who were expected to upgrade to the 3GS. Taken in this context, Droid sales of 250,000 units during its first week from a standing start and in just one country, is a strong result for Motorola and Verizon. Also, by Flurry’s measurement Android does have an edge over iPhone app usage, with the average Android session length at four minutes vs. two minutes for iPhone apps.

(Ref: Flurry Analytics)

November 28th, 2009

BlackBerry 9900

Rumor: BlackBerry 9900 has not only hit the prototype phase, but also features an entirely new form factor for RIM – a touchscreen slider.


November 24th, 2009

The Top 10 Mobile Applications of 2012

Gartner, Inc. has identified the top 10 consumer mobile applications for 2012. Gartner listed applications based on their impact on consumers and industry players, considering revenue, loyalty, business model, consumer value and estimated market penetration.

“Consumer mobile applications and services are no longer the prerogative of mobile carriers,” said Sandy Shen, research director at Gartner. “The increasing consumer interest in smartphones, the participation of Internet players in the mobile space, and the emergence of application stores and cross-industry services are reducing the dominance of mobile carriers.”The top 10 consumer mobile applications in 2012 will include:


No. 1: Money Transfer
This service allows people to send money to others using Short Message Service (SMS). Its lower costs, faster speed and convenience compared with traditional transfer services have strong appeal to users in developing markets, and most services signed up several million users within their first year.

No. 2: Location-Based Services
Location-based services (LBS) form part of context-aware services, a service that Gartner expects will be one of the most disruptive in the next few years. Gartner predicts that the LBS user base will grow globally from 96 million in 2009 to more than 526 million in 2012. LBS is ranked No. 2 in Gartner’s top 10 because of its perceived high user value and its influence on user loyalty. Its high user value is the result of its ability to meet a range of needs, ranging from productivity and goal fulfillment to social networking and entertainment.No. 3: Mobile Search
The ultimate purpose of mobile search is to drive sales and marketing opportunities on the mobile phone. To achieve this, the industry first needs to improve the user experience of mobile search so that people will come back again.


No. 4: Mobile Browsing
Mobile browsing is a widely available technology present on more than 60 percent of handsets shipped in 2009, a percentage Gartner expects to rise to approximately 80 percent in 2013. Gartner has ranked mobile browsing No. 4 because of its broad appeal to all businesses. Mobile Web systems have the potential to offer a good return on investment. They involve much lower development costs than native code, reuse many existing skills and tools, and can be agile — both delivered and updated quickly. Therefore, the mobile Web will be a key part of most corporate business-to-consumer (B2C) mobile strategies.No. 5: Mobile Health Monitoring
Mobile health monitoring is the use of IT and mobile telecommunications to monitor patients remotely, and could help governments, care delivery organizations (CDOs) and healthcare payers reduce costs related to chronic diseases and improve the quality of life of their patients. In developing markets, the mobility aspect is key as mobile network coverage is superior to fixed network in the majority of developing countries. In the future, the industry will be able to monetize the service by offering mobile healthcare monitoring products, services and solutions to CDOs.No. 6: Mobile Payment
Mobile payment usually serves three purposes. First, it is a way of making payment when few alternatives are available. Second, it is an extension of online payment for easy access and convenience. Third, it is an additional factor of authentication for enhanced security. Mobile payment made Gartner’s top 10 list because of the number of parties it affects — including mobile carriers, banks, merchants, device vendors, regulators and consumers — and the rising interest from both developing and developed markets.



No. 7: Near Field Communication Services
Near field communication (NFC) allows contactless data transfer between compatible devices by placing them close to each other, within ten centimeters. The technology can be used, for example, for retail purchases, transportation, personal identification and loyalty cards. NFC is ranked No. 7 in Gartner’s top ten because it can increase user loyalty for all service providers, and it will have a big impact on carriers’ business models. However, its biggest challenge is reaching business agreement between mobile carriers and service providers, such as banks and transportation companies.

No. 8: Mobile Advertising
Mobile advertising in all regions is continuing to grow through the economic downturn, driven by interest from advertisers in this new opportunity and by the increased use of smartphones and the wireless Internet. Total spending on mobile advertising in 2008 was $530.2 million, which Gartner expects to will grow to $7.5 billion in 2012. Mobile advertising makes the top 10 list because it will be an important way to monetize content on the mobile Internet, offering free applications and services to end users.

No. 9: Mobile Instant Messaging
Price and usability problems have historically held back adoption of mobile instant messaging (IM), while commercial barriers and uncertain business models have precluded widespread carrier deployment and promotion. Mobile IM is on Gartner’s top 10 list because of latent user demand and market conditions that are conducive to its future adoption.

No. 10: Mobile Music
Mobile music so far has been disappointing — except for ring tones and ring-back tones, which have turned into a multibillion-dollar service. On the other hand, it is unfair to dismiss the value of mobile music, as consumers want music on their phones and to carry it around.

(Ref: Gartner Report)

November 21st, 2009

AT&T believes mobile local search is the future of advertising & so does CellStrat

At the Mobile Marketing Forum in Los Angeles today, AT&T Interactive CMO Matt Crowley spoke about mobile local search advertising. As AT&T pushes further into mobile services and advertising, it has come to believe that the major source of revenue for mobile advertising in the years to come will be from local search. Not only this, but Crowley impressed the powerful role that operators can play in delivering targeted advertising to huge numbers of people.

AT&T relatively recently combined all of its advertising units into AT&T Advertising Solutions, which handles all AT&T inventory sales. This has allowed an extremely centralised hub to gather metrics from AT&T mobile advertising – which is mainly handled through AT&T Interactive. The sheer amount of media traffic that AT&T sees actually makes it the 17th largest media company in the US.

If you take a look at the breakdown for mobile advertising in the US, the amount made from search advertising has jumped by around 300% over last year. It went from bringing in around 25% of the revenue in 2007, to over 50% this year. Projections indicate that the search share is only going to expand. And various research agencies estimate that 50% of search revenue is going to be LOCAL revenue.

Here, I would like to point out that local search is not only in demand in USA but in India too. Though in India audience is ready for consuming local search advertising on mobiles but still in India it’s a far fetched idea as no prominent player is provding the same in a big manner. I am so sure about the demand of the same as we at CellStrat are currently doing a gen-y survey comprising of college youth as well as young working professionals. One of the questions in the survey is “Do you believe mobile search advertising can work in India” and more than 56% of audience surveyed till date have answered in positive as is clear from the following chart:


About 20% of audience is unsure if it will work and just about 24% say it will not work.

We are covering many such questions in CellStrat Annual Mobile Media Gen-Y Survey – 2009″. We are targeting an audience size of about 5000 on pan India basis. Survey will be completed by end of November and thus report will be out and available around end of 2009 or in early January’2010.

Local has “gone mobile”:

Mobile is the “need it now” marketing medium. There are 275m mobile subscribers in the US, and metrics show that local info is usually the 3rd most popular thing to look for on that channel. And since AT&T is in LA, let’s take a look at the local results for mobile search here – but these are comparable to those in the rest of the States.

What are the most popular local searches? Banks, pharmacies, hotels, tires and pizzas. These are the biggest things people look for. They want it close and they want it quick. This is a great marketing opportunity! Think about this from a brand perspective – you can push local deals, coupons or just ads through that search to attract nearby users to your brand. We’ve also found that the weekends see almost 9% higher search volume than during the week.

And here is some brand new info on local search that we haven’t announced before. For local searches per month, mobile is used 20% more than on-line. Mobile click through rates are 2 to 3 times higher on mobile than online. And unsurprisingly, “call through” rates are 3 times higher. So this is a massively powerful medium… if we don’t abuse it.

In India, more than 41% of the youth surveyed by CellStrat use local search through mobile web where as rest use SMS based local search provided by Google in some metro areas while others are still looking for such services in non-metro or sub-urban areas. But still, youth community says that whether mobile exists or not , they would prefer using local search services if provided. Businesses that are listed on some of the local search services have also seen increase in business. Thus, definitely there is huge scope in local search advertising in India or anywhere else in the world.

In summary:
– mobile ad growth is being fueled by local search
– mobile advertising can be incredibly valuable, as long as we’re careful to be non-intrusive
– now is the time to get involved in mobile search advertising, and we need to get everybody involved.

(Ref: Gomonews, CellStrat Gen-Y survey)

November 19th, 2009

Google, MTNL to jointly bid for WiMAX spectrum

Google’s plans to bid for WiMAX spectrum and it seems Google is in talks with MTNL to jointly bid for the spectrum in India.

November 18th, 2009

Location based Tariff after Pay/ Sec in India

Indian telecom is going through interesting times – new players like DoCoMo and MTS has changed the entire landscape.

After pay per second, the industry is going to witness another tariff war – location based tariff – i.e. one can avail discount on calls made from certain locations (where the network is relatively free/less congested).

The technology,dynamic discount tariffing from Telecordia lets operators offer discounted call rates based on the consumer’s location and time (subscribers can get discount info via sms).

So where is this leading to? The intense tariff competition has resulted in falling ARPUs, but so many permutation/combination of tariff will result in chaos (for the customers) and maybe a perceived value-add to operators.

November 16th, 2009

More Mobile than Radios in Rural India

Key statistics for Rural India-

  • Rural India constitutes 69% of India’s population.
  • 86% of Rural population earns less than $2 per day.
  • There are more phones than Radio in Rural India (100million subscriber base).
  • 70 % of the disabled in India lives in rural areas
  • Connectivity – In 2006: 13% in rural India had to travel > 30minutes; 2008: just 2%!

(Ref: Govt. sources)

November 13th, 2009

Mobile Application to Diagnose Disease by Hearing you Cough

The American and Australian scientists at STAR have received a $100,000 grant from the Gates Foundation to develop the cough-analyzing software for developing countries where access to health care is more limited than in first world nations. Despite the poor economic conditions of these under-developed countries, there are a plethora of mobile phones which are being used for everything from early warning systems to mobile payments to health alerts. A mobile app that diagnoses disease would fit right in.

The way the diagnostic software works is by comparing the sounds of the mobile user’s cough to a database of coughs associated with all the different types of respiratory diseases. There would also be multiple coughs per disease stored in the database to take into account variations by age, gender, weight, and other factors.

While to our untrained ears, many coughs sound just alike, a tuned-in doctor – or in this case, a mobile app – can listen to the entire structure of a cough from the initial intake of air to the final 100-150 milliseconds of a cough that contains the distinctive “wet” or “dry” and “productive” or “unproductive” sounds that help to classify the cough’s seriousness. Even the loudness of a cough is taken into account – healthy people have coughs that are 2% louder than a sick person’s.

There’s no word on when the mobile application will be released, but the scientists will need to collect around 1000 cough samples before the database is ready. If they’re able to then design a successful analytical tool for mobile phones, the impacts to people’s health would be far-reaching – and not just in developing countries, but everywhere in the world.


November 12th, 2009

Google to Acquire AdMob

Today AdMob announced that they have signed a definitive agreement to be acquired by search giant Google for $750 million.
Everybody at AdMob is extremely excited about this new partnership and what it means for their advertiser, developers & publisher partners.
AdMob’s people, products and tools will continue to work to deliver successful campaigns for it’s customers and to effectively monetize their mobile traffic –
no interruptions. Admob’s product and engineering teams will keep building great products for our customers. Their sales team will keep working with their
thousands of advertisers to deliver successful campaigns.

AdMob’s business development team will keep working to maximize ad revenue for the more than 15,000 mobile Web sites and applications that make up
AdMob’s publisher network. After this deal closes, AdMob will work with Google to accelerate the pace of innovation in mobile and do an even better job for
you. AdMob believes this deal will benefit their advertisers, developers and publishers by:

*Increasing their investment in building innovative and engaging ad units across platforms and to further improve targeting and tracking.
*Building even more powerful relevance & optimization capabilities, and more powerful technology and tools to monetize mobile traffic.
*Increasing the effectiveness of display advertising on mobile devices by leveraging Google sales team, infrastructure and relationships.
*Improving the already high level of service and support company deliver to their advertisers, developers and publishers.

November 9th, 2009

Previous Posts