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Mobile Web 2.0: Leveraging ‘Location, IM, Social Web & Search’ 2008-2013 Table of Contents Market Study Published: May 2008 Pages: 250 Tables: For full details, please email keithw@cmsinfo.com From: GBP 1490.00   Buy Now! Research from: Juniper Research Sector: Mobile Content & Apps

Share, Collaborate, Exploit - The Mobile Web 2.0 report provides the most cohesive understanding of the current and future market applications and services, with a practical six year forecasting suite across 8 key geographical regions until 2013.

Presenting a complete examination of the key service drivers and constraints, this 250-page report defines a practical framework for Mobile Web 2.0 incorporating the following applications:

-Location Based Services (LBS)
-Instant Messaging (IM)
-Social web (social networking/UGC)
-Search

This report also provides an overview of the technologies and standards in development that signify a turning point for the Mobile Web, as well as current service rollouts on a region-by-region basis, together with an analysis of the business models being adopted and/or considered.

Through crucial interviews with major players and the creation of a definitive framework, this report utilises a consistent forecast methodology with projections for:

-total global revenues by application
-revenue type (i.e. service, data and advertising)
-total number of Mobile Web users (by region)

In addition to market projections, this report provides vital recommendations and SWOT analysis for all members of the Mobile Web 2.0 value chain, including: mobile network operators, portal and other Internet-based players, technology vendors, device manufacturers, aggregators, brands and content owners, and the end user (or 'prosumer').

Key questions answered:

-How are Web 2.0 and Mobile Web 2.0 applications defined?
-What are the enabling technologies, standards and other industry developments providing the building blocks for Mobile Web 2.0?
-What are the current and emerging challenges to implementation?
-What is the size of the current market, and in which applications, revenue types, and regions, will growth be greatest?
-Who is investing in Mobile Web 2.0 and why?
-Who comprises the value chain, and how are their relationships evolving?
-How will Mobile Web 2.0 impact current business models for members of the value chain?
-What are the business model options moving forward, and which strategies are proving the most successful?
-Why do we need Mobile Web 2.0, where is the current demand and what are the opportunities?
-What factors must be considered when implementing Mobile Web 2.0 applications and what are the strengths, weaknesses, opportunities and threats for the various players comprising the value chain?

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Table of Contents

Glossary

Executive Summary

Introduction
Defining Mobile Web 2.0
What is Web 2.0?
Table ES1: Web 2.0 Terminology and Feature Sets.
The Mobile Web 2.0 Framework
Table ES2: The Juniper Research Mobile Web 2.0 Framework
The Market for Mobile Web 2.0
Table ES3: Number of Mobile Internet Users (millions) by Region, 2008-2013.
Figure ES1: Total Global Revenues for Mobile Web 2.0, by Application, 2008-2013
Table ES4: Total Global Revenues ($m) for Mobile Web 2.0, by Application, 2008-2013
Figure ES2: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013
Table ES5: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013
Figure ES3: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013
Table ES6: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013
Challenges to Mobile Web 2.0 Adoption
Table ES7: Key Challenges for Mobile Web 2.0 Applications

1. The Building Blocks  for Mobile Web 2.0

1.1 Introduction
1.2. What is Web 2.0?
Figure 1.1: The Web 2.0 Framework.
1.2.1 O'Reilly's Seven Principles of Web 2.0
1.2.2 Web 2.0 Terminology
i. Long Tail
Figure 1.2: The Long Tail Rears its Head.
ii. Mashups
Figure 1.3: Zillow 'Mashes' Real Estate Information with Microsoft's Virtual Earth Platform.
iii. Semantic Web
iv. Social Web (Social Computing/Social Software)
v. Widgets
vi. Rise of the 'Prosumer'
Figure 1.4: Prosumers - The 15-20% of Men and Women who Make and Break Markets.
1.3 The Mobile Web 2.0 Evolution
1.3.1 Ajit Jaokar's Seven Principles of Mobile Web 2.0
1.3.2 Translating Web 2.0 to Mobile: Share, Collaborate, Exploit
Figure 1.5: Moving from Web 1.0 to Web 2.0.
1.3.3 User Behaviour and Bi-directional Flows
1.4 Defining Mobile Web 2.0
1.4.1 Mobile Web 2.0 Applications
i. LBS (Location-Based Services)
ii. Mobile Instant Messaging (Includes Presence)
iii. Mobile Search
iv. Social Networking and User-Generated Content (UGC)
1.4.2 The Mobile Web 2.0 Framework
Figure 1.6: The Juniper Research Framework for Mobile Web 2.0.
1.4.3 Why do we Need Mobile Web 2.0?
Figure 1.7: ShoZu Provides One-Click Uploading/Downloading of Photos and Content

2. An Emerging Market

2.1 Introduction
Table 2.1: Mobile Data - Cost per Megabyte. Regional Forecast ($) 2008-2013.
2.2 The Mobile Web 2.0 Market
2.2.1 Market Overview
Figure 2.1: The Mobile Web 2.0 Value Chain.
2.3 Mobile Web 2.0 Developments
2.3.1 North America
i. Helio (U.S.)
Figure 2.2: Helio's Ocean Device.
ii. Sprint (U.S.)
iii. Rogers Wireless (Canada)
iv. Other MNO Services
a. Alltel Wireless (U.S.)
b. AT&T (U.S.)
c. Boost Mobile (U.S.)
d. Virgin Mobile USA
v. Market Indicators
2.3.2 South America
i. América Móvil
ii. Grupo Iusacell (Mexico)
iii. Movistar Chile
iv. Telefónica (Group)
v. Vivo (Brazil)
a. Market Indicators
2.3.3 Western Europe
i. 3 (UK)
ii. Bouygues Telecom (France)
iii. SFR (Vodafone)
iv. Telefónica Móviles España, S.A. (Telefónica Movistar - Spain)
Figure 2.3: Telefónica Móviles España Mobile IM Screenshot.
v. TMN Portugal
Figure 2.4: The TMN Portugal-Branded Opera Mini Browser.
vi. Vodafone España
Figure 2.5: Windows Live Messenger is Provided as an Embedded Application.
vii. Vodafone Portugal
a. Market Indicators
2.3.4 Eastern Europe
i. Avea (Turkey)
ii. Elisa (Estonia and Finland)
iii. EMT (Estonia)
iv. VimpelCom/Beeline (Russia)
v. Si.mobil - Vodafone (Slovenia)
vi. T-Mobile (Czech Republic)
vii. T-Mobile (Hungary)
viii. Turkcell
2.3.5 Far East & China
i. China Mobile
ii. China Unicom
iii. KDDI (Japan)
iv. KTF (Korea)
v. NTT DoCoMo (Japan)
vi. SK Telecom (Korea)
vii. Market Indicators
a. China
b. Japan
c. South Korea
2.3.6 Indian Sub Continent
i. Bharti Airtel
ii. IDEA Cellular
iii. Reliance Mobile
iv. Spice Telecom
v. Market Indicators
2.3.7 Rest of Asia
i. Optus (Australia)
ii. Telstra Mobile (Australia)
iii. Globe Telecom (Philippines)
iv. DiGi and Maxis (Malaysia)
v. MobileOne (Singapore)
2.3.8 Africa & Middle East
i. Cellcom (Israel)
ii. MTN (South Africa)
iii. STC (Saudi Arabia)
iv. Market Indicators
Figure 2.6: myGamma's Revenue Distribution by Region (September 2007)
2.4 Other Market Drivers
2.4.1 The Web 2.0/Realtime Generation
Table 2.2: Communications Habits of Participants in the U.S. 'Teens and Social Media' Report (Published in 2007).
Figure 2.7: A Demographic Analysis of myGamma's User Base by Age.
2.4.2 The Social Networking Phenomenon
Table 2.3: Worldwide Growth of Selected Social Networking Sites June 2007 vs. June 2006
Table 2.4: Visitation to Selected Social Networking Sites by Worldwide Region, June 2007.
Table 2.5: Use of Social Networking Sites (% of Adults with Broadband at Home).
2.4.3 Application Trends
2.4.4 The Value Proposition

3. Mobile Web Technology and Standards

3.1 Introduction
3.2 Driving Mobile Web Standards
3.2.1 W3C and the Mobile Web Initiative (MWI)
i. Mobile Web Best Practices 1.0 (Basic Guidelines)
ii. MobileOK
iii. W3C Web and Mobile Web Standards
Figure 3.1: W3C Technology Stack Illustration.
a. XHTML Basic
b. Mobile SVG
c. SMIL Mobile
d. XForms Basic
e. CSS Mobile
f. MWI BP
iv. Widgets 1.0 Requirements
Figure 3.2: The Technology Stack Typically Used by Widgets and Widget Engines.
v. Document Object Model (DOM)
vi. ECMAScript
3.2.2 Open Mobile Alliance (WAP 2.0 & IMPS v.1.3)
i. Wireless Application Protocol 2.0 (WAP 2.0)
a. Wireless Application Environment (WAE)
b. Introduction of Internet protocols
c. WAP Programming Model
d. Enhanced Services
ii. Instant Messaging and Presence Service (IMPS) v1.3
a. Presence
b. Instant Messaging (IM)
c. Groups/Chat
d. Shared Content
- How IMPS Works
Figure 3.3: IMPS Architecture
iii. eXtensible HyperText Markup Language Mobile Profile (XHTML MP)
3.2.3 Internet Engineering Task Force (IETF)
i. Session Initiation Protocol (SIP)
ii. SIP for Instant Messaging and Presence Leveraging Extensions (SIMPLE)
a. Optimisations
b. Instant Messaging
c. IM Chat Rooms
d. IM Features
iii. eXtensible Messaging and Presence Protocol (XMPP)
3.2.4 dotMobi
i. Switch On! Guides
ii. Find.Mobi
iii. Device Database
iv. ready.mobi
v. Site Templates
vi. Virtual Developer Lab
vii. Mobile Web Developer Certification
- dotMobi's Commercial Progress
3.2.5 GSM Association's Personal Instant Messaging Initiative
3.2.6 Mobile Marketing Association (MMA)
3.2.7 Open Mobile Terminal Platform (OMTP)
Figure 3.4: OMTP Focus
i. Device Management
ii. Usability
iii. Security and Trusted Environment
3.2.8 XMPP Standards Foundation (XSF)
3.3 Further Mobile Web 2.0 Related Standards & Technologies
3.3.1 Ajax (Asynchronous JavaScript and XML)
Figure 3.5: Ajax-Powered User Experience.
i. OpenAjax Alliance
3.3.2 DHTML (Dynamic HTML)
3.3.3 Flash Lite
3.3.4 Linux, Apache, MySQL, PHP/Perl/Python (LAMP)
i. Linux
ii. Apache
iii. MySQL
iv. Perl
v. PHP
vi. Python
vii. LAMP in Mobile
3.3.5 Web Services
3.3.6 eXtensible Markup Language (XML)
3.3.7 XHTML Overview (XHTML Basic, XHTML Mobile Profile, and WML2)
Figure 3.6: An Overview of Mobile Versions of XHTML
3.3.8 Content Adaptation
i. Server Side Adaptation
ii. In-Network Adaptation
iii. Client Side Adaptation
3.3.9 Device Detection
i. WURFL
ii. DetectRight
3.4 Additional 2.0 Technology Enablers
3.4.1 Android and the Open Handset Alliance (OHA)
i. Android at a Glance:
ii. Questions Raised
3.4.2 GPE Palmtop Environment
3.4.3 J2ME Polish
3.4.4 LiMo Foundation
3.4.5 Linux Phone Standards (LiPS) Forum
3.4.6 Mobile Linux Initiative (MLI)
3.4.7 Mobile Browsers
i. WebKit Open Source Project
3.4.8  OpenMoko
3.4.9 Mobile Search
Figure 3.7: Basic Search Engine Architecture
3.4.10 Location-Based Services (LBS)
3.4.11 Wireless Internet Platform for Interoperability (WIPI)

4. Business Models

4.1 Introduction
4.2 Sizing the Mobile Web Market
4.2.1 Report Parameters & Mobile Web Adoption
Table 4.1: Number of 2.5G and 3G Subscribers (m), 2008-2013.
Table 4.2: Number of Mobile Internet Users (m), by Region, 2008-2013.
4.2.2 Mobile Web Content and Device Trends
Figure 4.1: Top Ten Most Popular Types of Mobile Content
Figure 4.2: Downloads by Region (as of December 2007).
Figure 4.3: What are People Buying
Table 4.3: The Top Five Handsets with Mippin Users, by Country
4.2.3 Market Demand
i. Acceptance of Technology Innovations
Table 4.4: IIIP Confidence Index (from Most Confident Nation to Least).
ii. UK Shuns New Services for Voice & Text
iii. Consumers Crave Customised Adverts
iv. GPS Preferred to Mobile Web in U.S.
v. LBS: Developers' View
vi. Mobile Web Access a Key Feature in Handset Replacement
4.3 Business Models Options
4.3.1 Revenue Generation
i. Advertisement-Based
ii. Transaction-Based
iii. Infomediary
iv. Licence-Based
v. Subscription-Based
4.3.2 On-Portal (and On-Device Portal)
i. On-Device Portal (ODP)
ii. On Portal (aka On-Net Portal)
4.3.3 Off Portal/Direct to Consumer (D2C)
4.4 Mobile Advertising
4.4.1 Mobile Web for Free?
4.4.2 Targeted Advertising Opportunity
4.4.3 Advertising Categories
i. Classifieds
ii. Display Adverts
iii. Search Engine Advertising [see also 4.2.2]
4.4.4 Cost Models
i. Cost-per-Click (CPC)
ii. Cost-per-Thousand (CPM)
iii. Cost-per-Action/Acquisition
iv. Cost-per-Lead (CPL)
4.4.5 Demand
4.5 Mobile Marketing
Figure 4.4: The Mobile Channel Value-Chain (Strategic Network).
4.5.1 Western Europe Markets Mobile Attitude & Usage Study
4.5.2 Delivery Mediums
i. Bluetooth and Infrared
ii. Common Short Code (CSC)
iii. MMS
iv. Side-Load Delivery
v. SMS
vi. WAP Pull
vii. Viral Marketing
4.5.3 Mobile Search
4.6 Mobile IM (Instant Messaging)
4.6.1 Market Fragmentation
Figure 4.5: The Evolving New Generation Mobile IM Market.
4.6.2 Commercial Choices
i. Mobile IM (Web-Based)
ii. SMS+/SMS 2.0/Super SMS (On-Net)
4.6.3 Pricing
Table 4.5: Mobile Instant Messaging. Cost per Month. Regional Forecast 2008-2013.
4.6.4 The SMS Cannibalisation Myth

5. Strategies

5.1 Introduction
5.2 MNOs
5.2.1. Orange
i. Hybrid Solution
ii. Adapting to Mobile Web 2.0
5.2.2. Telstra
i. Building Perceived Value
5.2.3. Vodafone Group
i. An Evolving Business
Figure 5.1: The Vodafone Mobile Internet Handset Strategy.
ii. Importance of Mobile Advertising
5.3 Mobile Web 2.0 Application Providers
5.3.1 Social Networking & User Generated Content (UGC)
i. Case Study: BuzzCity's myGamma
a. Mobile Social Networking for 'Blue Collar' Users
b. Monetising the Mobile Social Web
Figure 5.2: BuzzCity Content Value Chain
Figure 5.3: BuzzCity Advertising Value Chain
ii. Case Study: trutap
Figure 5.4: Multi-IM Conversations via the trutap Client.
c. Exploring the Revenue Opportunities
iii. bluepulse
Figure 5.5: bluepulse Mobile Client.
iv. ComVu PocketCaster
Figure 5.6: ComVu's PocketCaster Offers One-button Live Video-Streaming.
v. itsmy.com
vi. Juice Wireless
Figure 5.7: JuiceCaster's Mobile Client.
vii. mig33
viii. Mobicomp
Figure 5.8: Active mTicker Architecture.
ix. MyFoodPhone
x. Peperoni Mobile & Internet Software GmbH
Figure 5.9: Peperoni's Mobile Site Building Platform.
xi. phling!
xii. PixPulse
xiii. Reporo
xiv. twitter
xv. VoxSurf
5.3.2  Mobile Search
i. Case Study: JumpTap
a. A Viable Search Alternative
ii. Case Study: Yahoo! Go & oneSearch
a. Matching the Web Search Experience
iii. Case Study: mInfo
a. Strength of Natural Language Search
iv. Google and China Mobile
v. m-Spatial
a. On- & Off-Portal Search
vi. Orascom & Onkosh
vii. T-Mobile & Medio Systems
Figure 5.10: Medio's ODP on T-Mobile.
5.3.3 LBS (Location-Based Services)
Figure 5.11: Telmap's Two-Axis LBS System Based on Accuracy and Frequency
i. Case Study: MobiLuck
a. A People Radar
ii. Ask.com
iii. Buzzd & Helio
iv. Garmin 'PeerPoints'
v. loopt
Figure 5.12: loopt Displays Buddies' Locations on a Map.
vi. Networks In Motion (NIM)
5.3.4 Mobile IM (Instant Messaging)
i. Case Study: IXI Mobile & Ogo
Figure 5.13: Ogo Devices are Optimised to Enhance Web 2.0 Usability.
a. The Upside Potential
Table 5.1: The Upside Potential
b. Mobile IM to Supersede SMS
ii. Case Study: Miyowa
Figure 5.14: An overview of the Miyowa Move Multimedia Platform Architecture
ISVs Nurture D2C
iii. Colibria
Figure 5.15: The Colibria Elevate Platform.
iv. Comverse
v. eBuddy
Figure 5.16: ebuddy Users by Region (Dec. 2007).
vi. EQO
a. Charging a Premium
Figure 5.17: EQO Users by Region.
vii. InceSoft
viii. JiveTalk
ix. Jumbuck
x. MXit
xi. OZ Communications
xii. PICA
xiii. QuickIM
xiv. Tencent QQ
xv. Danger
5.4 Portals and Other Players
5.4.1. AOL Mobile
i. Portal Revamped
ii. AIM (AOL Instant Messenger)
5.4.2. Google Mobile
i. Google AdSense
ii. Android
iii. Google Talk
5.4.3. MSN & Windows Live for Windows Mobile
i. Windows Live for Mobile Strategy
ii. Windows Live Messenger
5.4.4. Yahoo! Mobile

6. Challenges, 2.0 Approaches & Service Enablers

6.1 Introduction
6.2 The Challenges
6.2.1 Mobile Technology Fragmentation
i. Asynchronous (Web 2.0) vs. Synchronous (Web 1.0)
ii. Need for Consistency
iii. Trust Model
6.2.2 Privacy & Regulation
i. EU Privacy Requirements
ii. Censorship and Surveillance
a. Not so World Wide Web
iii. Security
iv. Compliance
a. Australia
b. EC Directive Regulations 2002
c. Location Data
d. Privacy and Electronic Communications (EC Directive) Regulations 2003
- Text, Picture and Video Messaging
- Location Data
6.2.3 Social Networking/UGC
i. Addressing Privacy
a. Social Networking/UGC Compliance Guidelines
6.2.4 Mobile Advertising
i. High Cost/Low Reach
ii. Making it Relevant
iii. Getting the Figures Right
6.2.5 Mobile Search
Table 6.1: Mobile Phone Limitations Compared to PCs for Mobile Search
i. Mobile Search Advertising
ii. Moving Targets and Variables
iii. Wisdom of Crowds
6.2.6 Location-Based Services (LBS)
i. Potential to be Fulfilled
ii. Navigation not Location
6.2.7 Mobile Instant Messaging
Table 6.2: Number of Mobile Users who use Mobile IM Services (m). Regional Forecast 2008-2013.
i. Route to Market
ii. Service Positioning
iii. User Interface (UI)
6.2.8 Value Chain Disruption
Figure 6.1: Value Chain Disruption
i. A Limited Window of Opportunity?
Table 6.3: Mobile Web 2.0 Value Proposition
6.2.9 Walled or Open Gardens?
6.3 '2.0' Approaches
6.3.1 The Telco Advantage
6.3.2 Billing 2.0
6.3.3 Blending Mobile & Web via Messaging
6.3.4 Telco 2.0
Figure 6.2: How to Move to Telco 2.0
i. Network Mashups
a. Connected Services Sandbox
b. Connected Services Framework
c. IP Multimedia Subsystem (IMS) & Service Delivery Platform (SDP)
6.3.5 Enterprise 2.0
i. Enterprise Mobile IM
ii. Software as a Service (SaaS) Mashups
6.4 Enablers
6.4.1 Aggregators/Brands and Direct to Consumer (D2C)
i. Case Study: Bango
a. Bango's Business
ii. AdMob and iPhone
iii. AIS and Celltick
iv. Winksite
6.4.2 Platform Providers
i. AdaptiveMobile
Figure 6.3: AdaptiveMobile's Policy Control Framework
ii. GetJar
Figure 6.4: Application Monetisation Models.
iii. GyPSii
Table 6.4: GyPSii Service Platform Applications.
Figure 6.5: GyPSii Platform Architecture.
iv. InfoGin
Table 6.5: Challenges in Mobile Web Delivery.
v. ShoZu
Figure 6.6: The ShoZu Mobile Phone Client can be Embedded or Downloaded.
a. Built to be Interrupted
b. Mobile Advertising Solution
6.4.3 Devices
i. Impact on Value Chain
ii. iPhone
Figure 6.7 Apple iPhone - a Game-Changing Device?
a. Market Progress
b. Game-Changing?
iii. Technology and User Interface (UI)
a. Touch-Sensitive Displays
Figure 6.8: LG Prada - an iPhone Rival?
Figure 6.9: Nokia N95 Features a '2-Way Slide' Concept
b.The Voice of Social Networking
iv. UMPCs & MIDs
Figure 6.10: Datawind's PocketSurfer2 Allows Browsing in Original HTML Layout.
v. Case Study: Social Networking and Blackberry (Research In Motion)

7. Forecasts

7.1 Forecast Definitions and Methodology
7.1.1 Forecast Definitions
7.1.2 Forecast Methodology
Figure: 7.1 Forecast Methodology.
7.2 The Global Market for Mobile Web 2.0
Table 7.1: Percentage of Mobile Users who Use Mobile Internet Services. Regional Forecast 2008-2013
Figure 7.2: Number of Mobile Internet Users (m). Regional Forecast 2008-2013
7.2.1 Market Drivers and Constraints
i. Market Drivers
a. Advertising
Table 7.2: Market for Mobile Advertising ($bn) Global Forecast, 2008-2013
Table 7.3: Advertising Categories in the Mobile Domain.
- Mobile Marketing
b. Anywhere, Anytime Accessibility
c. Converging Worlds of Mobile & Web
d. Changing User Behaviour
e. Flat-Rate Data Pricing
f. Increasing Mobile and 3G Penetration
g. Improving End-User Experience
h. New Revenue Opportunities
i. Off-Portal Services
j. Value-chain Disruption
ii. Market Constraints
a. Adjusting to New Partnerships & Business Models
b. Channel Dominance
- On Portal versus Off Portal/Direct to Consumer (D2C)
c. Cost of Mobile Data Services
d. Enterprise Sector
e. Fear of Bit Pipe Scenario
f. Industry Structure
g. Lack of Metrics
h. Privacy & Regulation
i. Technology Fragmentation
- Mobile IM & Silo Communities
j. Further Market Constraints
Table 7.4: Summary of Further Market Constraints.
7.2.2 Total Global Revenues for Mobile Web 2.0
Figure 7.3: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013
Table 7.5: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013
Figure 7.4: Total Global Mobile Web 2.0 Revenues ($m), by Type (Service, Data & Advertising) . 2008-2013.
Table 7.6: Total Global Mobile Web 2.0 Revenues ($m), by Type. 2008-2013.
7.3 Mobile Web 2.0 Product Sector Forecasts
7.3.1 SNS/UGC
Figure 7.5: Total Social Networking Sites/User Generated Content Revenues ($m), by Type (Service, Data & Advertising) 2008-2013
Table 7.7: Total Social Networking/UGC Revenues ($m), by Type, 2008-2013
Figure 7.6: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013
Table 7.8: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013
7.3.2 Mobile Search
Figure 7.7: Total Mobile Search Revenues ($m), by Type, 2008-2013
Table 7.9: Total Mobile Search Revenues ($m), by Type, 2008-2013
Figure 7.8: Total Mobile Search Revenues ($m), by Region, 2008-2013
Table 7.10: Total Mobile Search Revenues ($m), by Region, 2008-2013
7.3.3 Mobile IM
Table 7.11: Number of Mobile Users (m) that Use Mobile Instant Messaging, Regional Forecast 2008-2013
Figure 7.9: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013
Table 7.12: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013
Figure 7.10: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013
Table 7.13: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013
7.4 Mobile Web 2.0 Regional Forecasts
Figure 7.11: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013
Table 7.14: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013
7.4.1 North America
Figure 7.12: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table: 7.15: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.2 South America
Figure 7.13: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.16: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.3 Western Europe
Figure 7.14: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.16: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.4 Eastern Europe
Figure 7.15: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.18: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.5 The Far East & China
Figure 7.16: Far East &China Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.19: Far East & China Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.6 Indian Sub Continent
Figure 7.17: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.20: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.7 Rest of Asia Pacific
Figure 7.18: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.21: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
7.4.8 Africa & Middle East
Figure 7.19: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
Table 7.22: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013

8. Conclusion & Recommendations

8.1 Conclusion
Figure 8.1: Business Model Evolution
8.2 Recommendations
8.2.1 MNOs:
i. Brand & Loyalty
ii. Content Adaptation
iii. Off-Deck Opportunity
iv. Partnerships
v. PC, Mobile & Web Integration
vi. Policies
vii. SWOT Analysis
Table 8.1: MNO' SWOT Analysis
8.2.2 Other Members of the Value Chain
Table 8.2: SWOT for Other Mobile Web 2.0 Players
8.3 Application Recommendations
8.3.1 Social Networking & User Generated Content (UGC)
8.3.2 Mobile Search
Table 8.3: Search Engine User Interface Considerations.
8.3.3 Mobile IM
Table 8.4: Mobile IM & Business Model Considerations for MNOs
8.3.4 LBS

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