2. Profound Mobile
Consumer Research
Upstream’s mobile intelligence reports
have shared insights on key trends in
mobile market and digital advertising.
Top-tier media like
FT, CNN, Bloomberg and CNBC have
covered our research papers.
3. Western Operators Lost Opportunity
More than 45.6bn mobile app store downloads in 2012
Approximately $15bn were generated out of 5 billion
downloaded paid apps
750million active iOS and Android users generated
$10bn in 2012
100% of operators believe voice and
SMS traffic will
dramatically decline in the next 20 years
Source: Gartner Research / Ovum Whitepaper
4. The Rise of Over The Top (OTT) Services
Skype WhatsApp
The leading Voice OTT with over 75m WhatsApp users exchange 2 billion
900m users spending over 1bn messages/day
minutes/day
27 messages per user/day
OTT voice will cause total mobile voice
revenues to fall from $714bn to $573bn OTT messaging cost MNOs $4,2bn in 2012
over 2012-2016 and $12,5bn in 2016
Source: Mobile Squared Report
5. Emerging Opportunities
There 610m Internet users but a
are staggering
1,8 billion mobile phone connections in BRICI
BRICI have 1,8 billion mobile phone SIM cards compared with
a combined total 394m of US and Japan
The African average is 65 mobile phones
for every 100 people
99% of Internet subscriptions in Kenya are via
mobile phones
Source: BCG “Internet in the G-20-economy”
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18. Key Points
Mobile is the most used device for one in two (47%) over
laptops, tablets or desktop PCs
Apple (21%) comes third in brand preference in emerging
markets after Samsung (32%) and Nokia (22%)
Almost a third of consumers (27%) in emerging markets
bypass their favorite brands and buy devices with similar
functionality, but at a cheaper price
60% of consumers are prepared to spend up to $5 every
month on mobile apps
The majority of consumers polled (42%) prefer being
billed for content and apps by their MNO
