By reading this strategic and analytical report you will discover Silverlight addresses two areas of Microsoft’s key strategic aims. Firstly it addresses Microsoft's goal of improving the "user experience capabilities". Secondly, the company is seeking to provide an end-to end development environment that encourages the use of Microsoft technologies and services. Microsoft's vision for Silverlight is to provide 'the' ubiquitous programming model. With such a wide pool of developers able to provide content for Silverlight there is an existing base of content, and with Microsoft’s backing, can this product really fail? What impact will it have on the market?

What does Silverlight actually offer to the mobile world?

How will this product be positioned against Adobe Flash Lite, and other competitive challengers?

Will Microsoft be able to counter the existing penetration that Adobe already has in this area?

Does Silverlight signify a new direction for Microsoft to try and gain a foothold in the mobile market?

Where does Silverlight sit in Microsoft’s overall mobile ambitions and framework?

Can Microsoft convince handset OEMs, other than Nokia, that this technology and environment are going to be worth the investment?



This 50+ page report will examine the opportunities and challenges that exist for Microsoft's Silverlight in mobile, and provides analyses of the different scenarios that will fuel Silverlight's adoption across the breadth of the mobile industry value chain
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Chapter 1. Introduction

1.1 Mobile Content

1.2 Mobile Application Development

1.3 User Experience

1.4 Microsoft's Silverlight

1.5 Aims of the report - Silverlight in Mobile



Chapter 2. Microsoft’s Business Strategy

2.1 The competitive environment

2.2 Microsoft's Business Strategy - a focus on Silverlight

Chart 2.1 Microsoft Strategy

2.2.1 Acquisitions

2.2.2 Partner Ecosystem

2.2.3 Software plus Services (S+S)

2.2.3.1 Rich Internet Applications (RIAs)

2.2.4 Connected Experiences

2.3 Silverlight's positioning within Microsoft's strategy

2.3.1 Broadening the audience for S+S

2.3.2 Supporting the Connected Experience

2.3.3 Widening the partner ecosystem

2.4 Microsoft in mobile

2.5 Silverlight for Mobile

2.5.1 Microsoft's mobile consumer vision.

2.5.2 Silverlight delivers RIAs for mobile consumers to boast mobile marketing and advertising revenues



Chapter 3. Silverlight Overview

3.1 Development History

3.1.1 Silverlight 1.0

Table 3.2 Silverlight 1.0 -Key Features

3.1.2 Silverlight 2.0

Table 3.2 Silverlight 2.0 -Key Features

Table 3.3 .NET Languages

3.1.3 Moonlight -Silverlight for Linux

3.1.4 Silverlight Partner Initiative

3.2 Architecture

Chart 3.1 Silverlight Architecture

3.3 RIA frameworks

3.3.1 Adobe’s RIASolutions

Chart 3.2 Adobe’s RIA Solutions

3.3.1.1 Adobe's Flex/Flash/AIR

3.3.1.2 Flash/Flash Player and Flash Lite

3.3.1.3 Flex

3.3.1.4 Adobe Integrated Runtime (AIR)

3.3.2 JavaFX



Chapter 4. Silverlight for Mobile

4.1 Handset Manufacturers

4.1.1 Nokia /Microsoft Partnership

4.1.2 Visiongain predicts future Microsoft/OEM Silverlight Partnerships

4.2 Operators

4.2.1 Silverlight Motivators for Operators

4.2.2 Operators' Revenue Models for Silverlight

4.3 Developers

4.3.1 Silverlight Motivators for Developers

4.4 Adobe's Mobile Solutions

4.4.1 Operators

4.4.2 OEMs

4.4.3 Designers and Developers

4.5 Mobile Silverlight's Main Competitor - Adobe Flash Lite



Chapter 5. Analysing the impact of Silverlight within the Mobile Ecosystem

5.1 Openness in the Mobile Ecosystem

5.2 User Experience and RIA improve mobile revenues

5.3 Mobile Content provide Brand Enhancement and Advertising Market opportunities

5.4 Windows Mobile for Consumers - Microsoft's focus on UX, Mobile Applications and Services

5.5 Microsoft Mobile Business Goals and Silverlight Market opportunities

5.7 Is it all about Microsoft's Web Strategy?

5.8 Conclusion



Organisations mentioned in this report

ABC Television

Adobe

Akamai

Apple

aQuantitive

Broadcom

China Cache Networks

China Mobile

Chunghwa Telecom

Coca-Cola

Danger

Disney

DoubleClick

eBay

Facebook

Ford

Google

Granicus

Home Shopping Network

HTC

LGLG

Microsoft

Motorola

MTV

NasDaq

Nokia

NTT DoCoMo

O2

Orange

Pareto

Pinnacle Systems

Qualcomm

Reuters

RIM

Ripcode

Samsung

Screentonic

Sony Ericsson

Sprint Nextel

Sun

Symbian

Technicolor EDS

T-Mobile

Verisign

Verizon

Vodafone
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