行動社交網路及使用者產生的內容：市場分析（2009年至2014年） 是由出版商Visiongain在2009年05月所出版的。
這份英文市場調查報告書包含105 pages 價格從美金2331起跳。
Abstract
Report Details
Mobile social networking is already here on a phone near you. Due to media
attention, no one in your industry can have failed to have noticed not only
the success but also the hitherto unrealised potential of social networks and
user generated content on mobile. You need to react now. If you wait, the
opportunity may be gone. Tie-ups with the leading players may have passed you
by and potential services and revenue streams may be ineffective. You must
have a full briefing about the emerging developments and market dynamics of
social networks and UGC on mobile.
Since late 2007, consumer demand for social networking access has fuelled
inexorable momentum towards unbridled open Internet access on mobile networks,
particularly where some of the market players had already introduced such
packages. That year, Vodafone launched MySpace and Facebook on its Vodafone
Live! portal with much anticipation.
Within a little over two years, the relevance of social networking for the
mobile sector has been cemented, due to its momentum as a driver for consumer
mobile web adoption. Social networking has also driven the move from walled
garden models towards unbridled open Internet access on mobile networks.
Advances in smartphone, browser and web app technologies, particularly on the
Apple iPhone and Blackberry platforms, have also boosted the take-up and usage
of mobile social networking sites through improved user experience and
engagement.
To illustrate the scale of mobile social networking, the number of unique
visitors to the Facebook mobile site increased fivefold from 5 million per
month in January 2008 to 25 million in February 2009. The latter figure
represents 18 percent of Facebook' s 120million-strong user community in
February 2009, a proportion that has gradually increased over time and which
visiongain believes will continue to do so in coming years. Social networks
with an established presence on the fixed line Internet are clearly
benefitting from extending their services over mobile channels.
Social communities, or online social networks, can be defined as an online
area where people with similar interests meet, such as Twitter, MySpace,
Facebook and especially LinkedIn. User generated content is simply content
created by the users of a service, such as YouTube. Such sites are immensely
popular, with Facebook, MySpace and YouTube amongst the top ten most popular
websites globally. Visiongain believes that revenue from mobile social
networking and user generated content will grow to around $60 billion in 2012.
Reading this exclusive management report will tell you the following:
- Who are the main players in social networking and what are they doing?
- What different forms of networking and user generated content are
available and expected to appear in the future?
- How does mobile social networking compare to online and traditional media?
- Why are social networks and user-generated content so important to mobile?
- What options are available to help in monetising mobile traffic, usage or
functionality on social network sites?
- How have these opportunities started to make significant traction in the
market? When will it become a mass market proposition?
- How successful will it be?
- How can operators and other companies in the value chain best position
themselves?
Issues to be resolved include business models and revenue share, the type,
whether to build upon existing fixed-line models or develop alternatives,
consumer attitudes and many others. Operators will have to walk a fine line
between maximising the revenue potential of social networking, while at the
same time not risk alienating subscribers and increasing churn by doing so.
Mobile operators wish to recreate this success, but there are key challenges
to be faced in transferring such popular applications from fixed-line to
mobile. Mobile user interface and experience differs wildly between different
handsets and different operator networks. Other issues faced include ensuring
privacy and security in accessing data services over mobile and, perhaps most
importantly, how to generate revenue from such services, either directly or
indirectly.
Based on interviews with key participants across the value chain, including
operators, media agencies, software application providers, access providers,
marketing specialists and trade association representatives, this 100+ page
report analyses the market drivers and barriers affecting mobile advertising
and marketing. It discusses the main market trends and charts the market
evolution in the US and Europe.
Find out the answers to these and many other questions by buying this vital
industry insight.
Plus other key questions answered such as:
- What % of mobile content use will be on social networking and user
generated content by 2014, and what will be the associated revenues?
- Where are the biggest market opportunities?
- What models exist and which ones will account for the biggest market?
- What types of mobile social networking and user-generated content are most
likely to succeed?
Globally, mobile social networking is taking off. In India, 56 percent of
mobile Internet users regularly access social networking sites, which also
constitute a key driver for the mobile web in countries such as Malaysia and
Indonesia.
Why you need to order this report today:
- 1. Mobile operators: Gain insight into the issues affecting mobile social
networking and where revenues can be derived from this new opportunity.
Discover regional adoption and usage of new technology and services, as well
as market size data. Obtain analysis of the key market participants and their
products and services.
- 2. Brands/ Marketers: Discover what opportunities exist in the mobile
social networking channel and what the best strategies are in this space.
Learn about market issues specifically related to mobile content and
networking including technology, media types, demographics, psychographics,
subscriber receptivity and trends.
- 3. Vendors: Learn what operators' plans are with mobile social networking
and user generated content. Find out how the market will evolve and how you
can benefit from this growth.
Mobile social networks have great potential due to the relationship between a
mobile subscriber and their handset, where the mobile device is often with the
end-user for most of their waking time. With mobile penetration reaching 100
per cent in many developed markets, the mobile phone will soon be in virtually
everyone' s pocket. Social networking is currently a major area of growth in
the fixed-line world and is set to expand into the mobile realm. Do you
understand this market? Do you know how it will develop? Is this an issue that
you need to act on and find out about now?
Who needs to read this report?
Directors, VP and Senior managers in:
- Mobile/ Cellular carriers and operators
- Digital and Mobile content agencies
- Mobile Search companies
- Handset manufacturers
- Mobile content providers
- Brands looking to tap into the mobile audience
The report provides global forecasts for future revenue generation and
subscriber uptake of services in this area of the industry. The key to success
for mobile communities and user generated content is the convergence of fixed
and mobile services. Operators need to realise that members of existing
communities will still want to interact with those communities and to do this
via mobile, they need to be able to access those existing communities.
Table of Contents
Executive Summary
- 1.1. Why the Interest in Social Networks?
- Chart 1.1: Top 10 Websites Globally by Reach, April-May 2009
- 1.2. Barriers to Mobile Communities
- 1.3. Positive Outlook
- 1.4. Revenue Possibilities
2. Introduction
- 2.1. Community
- 2.2. Social Networking
- 2.3. Early History
- 2.4. Focus of this Report
3. The Rise of Social Networking
- 3.1. Social Networking Business Models
- 3.2. How Popular are Social Networks?
- Chart 3.1: Fixed-line Activities, Dec 2007-Dec 2008
- 3.2.1. Increased Time Spent on Social Networks
- Chart 3.2: Country-by-Country Online Reach of Member Community
Websites, Dec 2007-Dec 2008
- Chart 3.3: Member Community Share of Time, Dec 07-Dec 08
- 3.2.2. What Age are Social Networkers?
- Chart 3.4: Facebook Age Group Composition
- 3.2.3. Social Network Popularity Around the World
- Figure 3.1: World Map of Social Network Usage, November 2008
- Table 3.1: Which Countries Perform Searches for Social Networks?
- 3.2.4. Increasingly Populated Market
- Table 3.2: Social Networks and Micro-blogging sites launched, 2006-2009
- 3.3. The Rise of Social Networking Overview
4. Current Market and Strategic Issues
- 4.1. Global Social Networks
- Chart 4.1: Mobile Internet Penetration, Selected Countries, July 2008
- 4.1.1. Barriers to Mobile Internet
- 4.2. Data Usage
- Chart 4.2: Mobile Data Traffic by Geography, 2009-2014
- Table 4.1: Mobile Data Traffic by Geography, 2009-2014
- 4.3. Social Networking - The Most Popular Mobile Internet Activity
- Chart 4.3: Mobile Internet Uses, January 2008-January 2009
- Chart 4.4: Mobile Internet Uses Percentage Increase, January
2008-January 2009
- 4.3.1. Global Social Networks
- Table 4.2: Top Ten Social Networks, Ranked by Monthly Visitors,
January 2009
- 4.3.1.1. Bebo
- Table 4.3: Bebo Countries Served
- Chart 4.5: Bebo Unique Visitors, March 2008-March 2009
- 4.3.1.1.1. Bebo Mobile Developments
- 4.3.1.1.2. Working Together With Intercasting
- 4.3.1.1.3. T-Mobile Partnership
- 4.3.1.1.4. Bebo Open Mobile
- 4.3.1.1.5. Bebo Overview
- 4.3.1.2. Facebook
- 4.3.1.2.1. Facebook on Mobile
- Chart 4.6: Facebook Unique Visitors, March 2008-March 2009
- Figure 4.2: Facebook User Figures, February 2007-February 2009
- 4.3.1.2.2. Facebook Platform for Mobile
- Table 4.4: Operators Providing Facebook Platform for Mobile
- 4.3.1.2.3. Facebook Connect
- 4.3.1.2.4. Facebook Overview
- 4.3.1.3. MySpace
- Chart 4.7: MySpace Unique Visitors, March 2008-March 2009
- 4.3.1.3.1. MySpace on Mobile
- 4.3.1.3.2. Easier Access
- 4.3.1.3.3. Microsoft Deal
- 4.3.1.3.4. MySpace Overview
- 4.3.1.4. Twitter
- Chart 4.8: Twitter Unique Visitors, March 2008-March 2009
- 4.3.1.4.1. High Profile Usage
- Table 4.5: Top 10 Twitter Items Based on Followers, April 2009
- 4.3.1.4.2. Operator Deals Facilitates Twitter Usage
- 4.3.1.4.3. Advertising Potential
- 4.3.1.4.3.1. Cost-Cutting
- 4.3.1.4.4. Involvement with Google
- 4.3.1.4.5. Twitter Overview
- 4.3.1.5. Other Social Networks
- 4.3.1.5.1. hi5
- 4.3.1.5.1.1. hi5 mobile - Awareness of Different Customer Needs
- 4.3.1.5.1.2. Integration of Mobile Payments
- 4.3.1.5.2. Juice Wireless
- 4.3.1.5.3. ShoZu
- 4.3.1.5.3.1. Adobe Photoshop Partnership
- 4.3.1.6. Mobile-Only Social Networks
- 4.3.1.6.1. Itsmy
- 4.3.1.6.1.1. Mobile Social Network Accessibility
- 4.3.1.6.2. AirG
- 4.3.1.6.3. FunMobility
- Table 4.6: FunMobility Partners
- 4.3.1.6.3.1. Moblastic Acquisition
- 4.3.1.6.4. Mobimii
- 4.3.1.6.5. Mobikrade
- 4.3.1.6.6. MocoSpace
- Chart 4.9: Minutes-per-session Spent on Mobile Service
- 4.3.1.6.6.1. MocoSpace Member Usage
- Chart 4.10: Why use Mobile Social Networking Services?
- 4.3.1.6.7. Qeep
- Table 4.7: Qeep Content Partners
- 4.3.2. Location Based
- 4.3.2.1. Brightkite
- 4.3.2.1.1. Collaboration With Limbo Increases Potential
- 4.3.2.2. Mobiluck
- 4.3.3. Music in Social Networks
- 4.3.3.1. phling!
- 4.3.3.2. MySpace Music
- 4.3.3.3. MyStrands
- 4.3.4. Advertising Potential
- Chart 4.11: Mobile Advertising Revenues, 2009-2014
- 4.3.5. Used to Increase Business Opportunities
- 4.3.5.1. LinkedIn
- 4.3.5.2. Twitter Business Usage
- 4.4. Current Market and Strategic Issues Overview
5. Operator and Manufacturer Solutions
- 5.1. Action Taken by Operators
- 5.1.1. O2
- 5.1.2. Orange
- Table 5.1: Orange World Social Networks Available
- 5.1.3. Smart Communications
- 5.1.4. T-Mobile
- Table 5.2: "My Social Sites" Offered by T-Mobile
- Table 5.3: "My Social Sites" Prices
- 5.1.5. TeliaSonera
- 5.1.5.1. Importance of Pricing
- 5.1.6. Vodafone
- 5.1.6.1. ZYB Acquisition
- 5.1.6.2. Connect to Friends
- 5.1.6.3. Opera Deal Facilitates Mobile Social Networking
- 5.2. Operator Mobile Social Network Solutions Overview
- 5.2.1. Asia
- 5.2.2. Asia/Pacific
- 5.2.3. Europe
- 5.2.4. North America
- 5.2.5. South America
- 5.3. Manufacturer Solutions
- 5.3.1. Own-Brand Social Network
- 5.3.2. Handset Designed for Social Networking
- 5.3.2.1. INQ
- 5.3.2.2. Palm Pre
- 5.3.3. Manufacturer Overview
6. Technology Vendors
- 6.1. Atchik-Realtime
- 6.1.1. Atchik-Realtime Services
- 6.1.2. Presence in Emerging Markets
- 6.2. Communology
- Table 6.1: Communology Partners
- 6.2.1. Mobile Mash-Up
- 6.3. Intercasting
- Table 6.2: Intercasting Partners
- 6.3.1. Anthem
- Figure 6.1: Anthem Overview
- 6.4. Jumbuck
- Table 6.3: Jumbuck Partners
- 6.4.1. Product Range
- 6.4.1.1. Power Chat
- 6.4.1.2. Fast Flirting
- 6.4.1.3. Live Chat
- 6.4.1.4. Jumbuck Island
- 6.4.1.5. Chat Del Mundo and Chat Do Mundo
- 6.4.2. Moves for the Future
- 6.4.3. Jumbuck Overview
- 6.5. iSkoot
- 6.6. Kiboo
- 6.6.1. Moblr
- 6.6.2. BuddyMob
- Figure 6.2: BuddyMob Screenshot
- Figure 6.3: BuddyMob Screenshot
- 6.7. Mobestar
- 6.8. Motricity
- 6.9. NewBay
- Table 6.4: NewBay Customers
- 6.9.1. LifeCache Social Networking Gateway
- 6.9.2. LifeCache Social Networking v2.0 Solution
- 6.9.3. NewBay Overview
- 6.10. Technology Vendors Overview
7. Future of Mobile Social Networking
- 7.1. Future Key Industry Trends
- 7.1.1. Cost of Data Services
- 7.1.2. User Interface
- 7.1.3. Increased Awareness
- 7.1.4. Driving Mobile Internet Usage
- Table 7.1: European Mobile Social Network Penetration
- 7.1.5. Fixed-line Sites to Embrace Mobile
- 7.1.5.1. How Successful Will Mobile-Only Services Be?
- Chart 7.1: Smartphone Usage, 2009-2014
- 7.1.5.2. Developing Markets Offer Opportunities
- 7.1.6. How Will Social Networking Affect Other Communication Methods?
- 7.1.7. Advertising Opportunities Increased
- Chart 7.2: Online Advertising Activity in the UK, 2008 (Bebo, Facebook
and MySpace)
- Chart 7.3: Advertising Expenditure on Mobile Social Networks, 2009-2014
- 7.2. Forecasts
- Chart 7.4: Mobile Communities as a Percentage of Total Mobile
Subscribers, 2009-2014
- Chart 7.5: Mobile Social Networking Revenue, 2009-2014
8. Conclusions and Recommendations
- 8.1. Conclusions
- 8.2. Recommendations
- 8.2.1. For Operators
- 8.2.2. For Handset Manufacturers
- 8.2.3. For Social Networks
- 8.2.4. For Content Vendors
- 8.2.5. For Advertisers
Companies Listed
- 3
- 7Layers
- Adobe
- AirG
- Alliant
- AOL
- Apple
- AT&T
- Atchik-Realtime
- Baidu
- Beautiful Day
- Bebo
- Bell Mobility
- BlackPlanet.com
- Blogger
- Boost Mobile
- Brightkite
- CellularOne
- Cetecom
- Cingular
- Claro
- Classmates.com
- Communology
- Convisual
- Cricket
- DailyMotion
- Earthlink
- Entel PCS
- Ericsson
- Excite Japan
- Facebook
- Fido
- Flickr
- Flirtomatic
- Flixster
- FunMobility
- Gaydar
- Ghana Telecom
- Google
- Helio
- hi5
- Imeem
- Intercasting
- iSkoot
- Itsmy
- Jabber
- JNJ Mobile
- Juice Wireless
- Jumbuck
- Kiboo
- LG
- Limbo
- Linkedin
- LiveJournal
- Meetic
- Microsoft
- Mixi
- Mobestar
- Mobikrade
- Mobiluck
- Mobimii
- Moblastic
- MocoSpace
- Motorola
- Motricity
- MTS
- MTV
- MySpace
- MyStrands
- Myyearbook
- NewBay
- News Corp.
- Nokia
- O2
- Onetouch
- Opera
- Orange
- Palm
- Paymo
- phling!
- Piczo
- Pikeo
- Pinpoint Networks
- Plutolife
- Qeep
- Rabble
- RIM
- Rogers Wireless
- Samsung
- Shozu
- SK Telecom
- Skyrock
- Smaato
- Smart Communications
- Sony BMG Music Entertainment
- Sony Ericsson
- Sprint-Nextel
- Symbian
- Tagged.com
- Telecom New Zealand
- TeliaSonera
- Telus
- T-Mobile
- Turkcell
- Twango
- Twitter
- Universal Music Group
- Verizon
- Virgin Mobile
- Vkontakte.ru
- Vox
- Warner Music Group
- Wer-kennet-wen
- Wind
- Windows Mobile
- Xanga
- Xing
- Yahoo!
- YouTube
- Zimbio
- ZYB
