Mobile Social Networking and User Generated Content Market Insight 2009-2014

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Mobile Social Networking and User Generated Content Market
Insight 2009-2014
Published on May 2009

Report Summary

Summary

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 Facebooks
120million-strong user community in February 2009, a proportion that has gradually increased over time and which the author
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. The author 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

Mobile Social Networking and User Generated Content Market Insight 2009-2014 Page 1/11


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:

- 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.
- 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.
- 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 everyones 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.

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

Table of Content

Content

1. Introduction

1.1. Why the Interest in Social Networks'
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'
3.2.1. Increased Time Spent on Social Networks
3.2.2. What Age are Social Networkers'
3.2.3. Social Network Popularity Around the World
3.2.4. Increasingly Populated Market
3.3. The Rise of Social Networking Overview

4. Current Market and Strategic Issues



4.1. Global Social Networks
4.1.1. Barriers to Mobile Internet
4.2. Data Usage
4.3. Social Networking - The Most Popular Mobile Internet Activity
4.3.1. Global Social Networks
4.3.1.1. Bebo
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
4.3.1.2.2. Facebook Platform for Mobile
4.3.1.2.3. Facebook Connect
4.3.1.2.4. Facebook Overview
4.3.1.3. MySpace
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
4.3.1.4.1. High Profile Usage
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
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
4.3.1.6.6.1. MocoSpace Member Usage
4.3.1.6.7. Qeep
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
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
5.1.3. Smart Communications
5.1.4. T-Mobile
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
5.3.1.1. Nokia
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
6.2.1. Mobile Mash-Up
6.3. Intercasting
6.3.1. Anthem
6.4. Jumbuck
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
6.7. Mobestar
6.8. Motricity
6.9. NewBay
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
7.1.5. Fixed-line Sites to Embrace Mobile
7.1.5.1. How Successful Will Mobile-Only Services Be'
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
7.2. Forecasts

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

List of Tables

Table 3.1: Which Countries Perform Searches for Social Networks'
Table 3.2: Social Networks and Micro-blogging sites launched, 2006-2009
Table 4.1: Mobile Data Traffic by Geography, 2009-2014
Table 4.2: Top Ten Social Networks, Ranked by Monthly Visitors, January 2009
Table 4.3: Bebo Countries Served
Table 4.4: Operators Providing Facebook Platform for Mobile
Table 4.5: Top 10 Twitter Items Based on Followers, April 2009



Table 4.6: FunMobility Partners
Table 4.7: Qeep Content Partners
Table 5.1: Orange World Social Networks Available
Table 5.2: "My Social Sites" Offered by T-Mobile
Table 5.3: "My Social Sites" Prices
Table 6.1: Communology Partners
Table 6.2: Intercasting Partners
Table 6.3: Jumbuck Partners
Table 6.4: NewBay Customers
Table 7.1: European Mobile Social Network Penetration

List of Figures

Figure 3.1: World Map of Social Network Usage, November 2008
Figure 4.2: Facebook User
Figures, February 2007-February 2009
Figure 5.1: INQ1 Handset
Figure 6.1: Anthem Overview
Figure 6.2: BuddyMob Screenshot
Figure 6.3: BuddyMob Screenshot

List of Charts

Chart 1.1: Top 10 Websites Globally by Reach, April-May 2009
Chart 3.1: Fixed-line Activities, Dec 2007-Dec 2008
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
Chart 3.4: Facebook Age Group Composition
Chart 4.1: Mobile Internet Penetration, Selected Countries, July 2008
Chart 4.2: Mobile Data Traffic by Geography, 2009-2014
Chart 4.3: Mobile Internet Uses, January 2008-January 2009
Chart 4.4: Mobile Internet Uses Percentage Increase, January 2008-January 2009
Chart 4.5: Bebo Unique Visitors, March 2008-March 2009
Chart 4.6: Facebook Unique Visitors, March 2008-March 2009
Chart 4.7: MySpace Unique Visitors, March 2008-March 2009
Chart 4.8: Twitter Unique Visitors, March 2008-March 2009
Chart 4.9: Minutes-per-session Spent on Mobile Service
Chart 4.10: Why use Mobile Social Networking Services'
Chart 4.11: Mobile Advertising Revenues, 2009-2014
Chart 7.1: Smartphone Usage, 2009-2014
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
Chart 7.4: Mobile Communities as a Percentage of Total Mobile Subscribers, 2009-2014
Chart 7.5: Mobile Social Networking Revenue, 2009-2014



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