行動Web2.0市場預測（2008年至2013年）- 定位資訊、IM、社交網及搜尋的影響力

行動Web2.0市場預測（2008年至2013年）- 定位資訊、IM、社交網及搜尋的影響力 是由出版商Juniper Research在2008年05月所出版的。 這份英文市場調查報告書包含250 pages 價格從美金2930起跳。

簡介

目錄

Share, Collaborate, Exploit - The Mobile Web 2.0 report provides the most cohesive understanding of the current and future opportunities for the Mobile Web 2.0 market to date. 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 networking/UGC and search.

It 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 within the Mobile Web 2.0 value chain, and with the creation of a definitive framework, Juniper Research provides regional revenue forecasts for each of the aforementioned applications up until 2013 - with the exception of LBS, which, in this instance, is an enabling technology rather than being a source of direct revenue generation.

Using a consistent forecast methodology, Juniper' s Mobile Web 2.0 report provides a practical six-year forecasting suite projecting global revenue data for eight key regions. Forecast data for mobile IM, social networking/user-generated content and mobile search, includes total global revenues by application, and by revenue type (i.e. service, data and advertising revenues), and are all presented in tables and charts. Also included are projections for the total number of Mobile Web users, by region.

• 1. How are Web 2.0 and Mobile Web 2.0 applications defined?
• 2. What are the enabling technologies, standards and other industry developments providing the building blocks for Mobile Web 2.0?
• 3. What are the current and emerging challenges to implementation?
• 4. What is the size of the current market, and in which applications, revenue types, and regions, will growth be greatest?
• 5. Who is investing in Mobile Web 2.0 and why?
• 6. Who comprises the value chain, and how are their relationships evolving?
• 7. How will Mobile Web 2.0 impact current business models for members of the value chain?
• 8. What are the business model options moving forward, and which strategies are proving the most successful?

• A unique source of research and analysis for the Mobile Web 2.0 market including technologies, market characteristics and forecasts.
• Practical analysis of emerging opportunities for vendors & operators.
• Unique insights: includes interviews with leading industry players who have significant experience in the Mobile Web 2.0 market
• Benefit from fresh thinking and intelligent market assessment from a respected thought leader.

Glossary

• 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

• 1.1 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

• 2.1 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. America 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

• 3.1 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
      • Source: W3C
    • 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

• 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
      • Source: W3C
    • 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)

• 4.1 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) (“M” from Latin numeral for 1000 - M - short for “mille”)
    • 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

• 5.1 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

• 6.1 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 2007-2012
    • 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)

• 7.1 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)
    • 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

• 8.1 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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