1. Executive Summary
1.1. What is a Smartphone?
1.2. Convergence
Chart 1.1: Worldwide PC unit shipments, 2008-2010
1.3. Bridging the PC-mobile gap
1.4. Smartphone future
2. Introduction
2.1. Background and development
2.1.1. Simon
2.1.2. The Nokia Communicator
2.1.3. Handspring and Palm
2.1.4. RIM
2.1.5. Nokia Nseries
2.2. Smartphone operating systems
2.3. Smartphone applications
2.4. Focus and objectives of this report
3. Smartphone features
3.1. Popularity and utilisation
Chart 3.1: Smartphone features utilised within one month, Q1 2010
3.2. Smartphone features
3.2.1. Camera
3.2.2. Video recording
3.2.3. Bluetooth
3.2.4. Web browsing
Chart 3.2: Smartphone browser activity, June 2009-July 2010
3.2.5. Wi-Fi
Chart 3.3: Worldwide public Wi-Fi locations, 2006 – Q1 2010
Chart 3.4: Worldwide quarterly growth in public Wi-Fi connections
Chart 3.5: Use of public Wi-Fi, Q1 2010
3.2.6. Email
Table 3.6: Changes in usage of email client
Chart 3.7: Top 10 email clients, 2010
Chart 3.8: Email usage on Smartphones, 2009
3.2.7. Push email
Chart 3.9: B2C email marketer recipient platforms, 2010
3.2.8. GPS
Figure 3.10: A visualisation of GPS technology
Chart 3.11: Projected global shipments of GPS enabled handsets, 2009-2010
3.2.8.1. Displacing satellite navigation products?
3.2.8.2. TomTom app for iPhone
Table 3.12: Price (GBP£) of TomTom apps
Chart 3.13: TomTom revenue 2008 – 2009
3.2.9. Mobile TV
3.2.10. MP3/music apps
Table 3.14: Percentage of users mobile music habits, March 2010
Chart 3.15: Comparison on Smartphone and feature phone application and activity popularity, June 2010
3.2.10.1. Spotify for Mobile
3.2.11. Smartphone features overview
4. Market progression – beyond business use
4.1. Increasing popularity
4.1.1. Diverse audience
Chart 4.1: Current Smartphone users and potential users
Chart 4.2: Annual household incomes of Smartphone users and potential users
Chart 4.3: Gender of smartphone users, 2010
Chart 4.4: Ages of Smartphone users, 2010
4.1.2. Smartphones and social networking
Chart 4.5: Mobile browser access to social networks (Smartphone vs. feature phone) Jan 2010
Chart 4.6: Number of mobile subscribers accessing Facebook and Twitter, Jan 2009 and Jan 2010
Chart 4.7: Activities performed on Facebook on Smartphones vs. computers, April – May 2010
4.1.3. Time spent on Smartphones
Chart 4.8: Time spent using Smartphones and locations of usage, Jan-Feb 2010
4.1.4. Country Specific requirements – Global adoption rates
Chart 4.9: QWERTY and Touchscreen handset usage 2010-2015
4.1.5. Web Browsing
Chart 4.10: Location and Activity of Smartphone web browsing
Chart 4.11: Expected future media gateways
4.1.6. Growth of Mobile Data Usage
Chart 4.12: Handset data traffic per month, 2010-2015
4.1.7. Opportunities Arising From Increased Smartphone Usage
4.1.8. Advertising
Chart 4.13: Smartphone Advertising Recall Rates
4.2. Application Opportunities
4.3. Increased Wi-Fi Usage
Chart 4.14: Devices Used to Access Wi-Fi, 2008-2009
Chart 4.15: Growth in Wi-Fi Capable Handset Devices, (RIM – Nokia), 2008-9
4.3.1. Wi-Fi Becoming Vital
Chart 4.16: Projected figures for % of Wi-Fi enabled Handsets, 2010-2015
4.4. Drivers and Barriers for Smartphone Usage
4.4.1. Drivers
4.4.2. Barriers
5. Operating Systems and Application Stores
5.1. Operating Systems
Chart 5.1: US Smartphone Market Share by OS, Q2 2010
5.1.1. Android
Figure 5.2: Android Architecture
5.1.1.1. Open Handset Alliance
Table 5.3: Open Handset Alliance Members 2010
5.1.2. Apple
Table 5.4: iPhone OS 4.0 vs Android 2.2
5.1.3. Microsoft
5.1.3.1. Windows Mobile
5.1.4. Palm
5.1.4.1. webOS
5.1.5. RIM
5.1.6. Symbian Foundation
Table 5.5: Symbian Foundation Members 2010
5.1.6.1. Symbian Open Source Progression
5.1.6.2. How Will Symbian Keep Its Smartphone OS Market Share?
5.2. Application Stores
5.2.1. How Can Apps Help?
5.2.2. Enterprise App Stores
5.2.3. Android Market
Table 5.6: Free Vs Paid Apps in Android Market, August 2010
5.2.4. Apple iTunes App Store
5.2.5. BlackBerry App World
5.2.6. LG Application Store
5.2.7. Nokia Ovi Store
5.2.8. Palm Software Store
5.2.9. Symbian Horizon
5.2.10. Windows Phone Marketplace
5.3. OS and Application Store Conclusions
6. Manufacturers
Chart 6.1: Smartphone market share by handset manufacturer, Q1 2010
6.1 Acer
6.2. Apple
6.2.1. Revolutionary User Features
6.2.2. Is the iPhone a Smartphone?
6.3. ASUS
6.3.1. Garmin-ASUS
6.4. Dell
6.5. Hewlett Packard
6.6. HTC
6.6.1. HTC Dream/T-Mobile G1
6.6.2. Other Android-Powered Handsets
6.6.2.1. HTC Evo 4G
6.6.2.2. HTC Incredible
6.7. LG – Smartphone for the masses
6.8. Motorola
6.8.1. DEXT/CLIQ - Android Smartphone
6.8.1.1. MOTOBLUR
6.9. Nokia
Chart 6.2: Nokia Converged Mobile device Sales, Q1 2009-Q1 2010
6.9.1. Communicator
6.9.2. Eseries
6.9.3. Nseries
6.10. Palm, Inc.
6.10.1. Palm Pilot
6.10.2. Palm V
6.10.3. Treo
6.10.3.1. Centro
6.10.4. Palm Pre
6.10.4.1. Palm Pixi and Pixi plus
6.11. RIM
Chart 6.3: RIM Units shipped (millions) Q2 2009 - Q2 2010
Chart 6.4: RIM Market share Q2 2009 - Q2 2010
6.11.1. BlackBerry
6.11.1.1. SureType Helps Attract New Users
6.11.2. BlackBerry Pearl
6.11.3. BlackBerry Pearl Flip
6.11.4. BlackBerry Curve
6.11.5. SurePress Facilitates Launch of BlackBerry Storm
6.11.6. BlackBerry Torch 9800
6.12. Samsung
6.12.1. Jet
6.12.2. Omnia
6.12.3. Samsung Galaxy / i7500
6.13. Sharp
6.13.1. Sharp goes 3D
6.14. Sony Ericsson
6.14.1. P Series
6.14.1.1. P1
6.14.2. XPERIA
6.14.2.1. XPERIA X1
6.14.2.2. XPERIA X2
6.14.2.3. XPERIA X10
6.15. Manufacturer Overview
7. Operators
7.1. Why Should Operators Offer Smartphones?
7.2. European Market
7.2.1. 3 / Hutchison 3G
7.2.1.1. INQ Phone - Smartphones May Not be Necessary?
7.2.2. O2
7.2.2.1. Loss of iPhone Exclusivity in the UK
7.2.3. Orange
7.2.3.1. First PAYG BlackBerry
7.2.3.2. iPhone Deal
7.2.4. T-Mobile
7.2.4.1. G1 Success
7.2.4.2. First PAYG Android Handset
7.2.5. Everything Everywhere
Table 7.1: Everything Everywhere combined customer base figures, March 2010
7.3. Vodafone - Smartphone Rebranding
7.4. North American Market
7.4.1. AT&T
7.4.2. Rogers
7.4.2.1. Making Data Plans Work
7.4.3. Sprint
7.4.3.1. Sprint and 4G
7.4.4. Telus
7.4.5. Verizon
7.5. Asia/Pacific
7.5.1. Australia
7.5.1.1. Telstra
7.5.1.2. Optus
7.5.2. China
Chart 7.2: China Smartphone Market, Leading Vendors Share, Q2 2010
7.5.3. India
7.5.4. Japan
7.6. Latin America
7.7. Operator Overview
8. Smartphones get smarter – new uses
8.1. Smartphones as hotel keys goes on trial
8.2. Further uses – what consumers want?
Chart 8.1: Consumer interest in receiving the following services on their Smartphones, Jan-Feb 2010
8.2.1. Barcodes – How Smartphones can save everyone money
9. Future Predictions – a new wireless era
9.1 Adoption rates on the rise
Chart 9.1: Projected Smartphone sales in the US 2008-2011
9.1.1. Customer Loyalty – network operators
Chart 9.2: Customer loyalty of Smartphone users in US, Jan-Jun 2010
9.1.2. Customer Loyalty – Operating systems and handsets
Chart 9.3: Next desired OS by Current OS, Q1 2010
9.1.3. Customer Loyalty – Satisfaction
9.1.3.1. Key Factors in customer satisfaction
Chart 9.4: Smartphone User Satisfaction study 2010 (based on a scale of 1000)
9.2. All phones becoming Smartphones?
9.3. Projections and Forecasts– Smartphones take over
9.3.1. Projections and Forecasts - Global breakdown
10. Smartphone features – Use and Uses
10.1. Underused
10.2. Video and Camera use
10.3. Overview
11. Current Smartphone statistics and market share figures
11.1. By Operating System
Chart 11.1: Smartphone market share by OS, Q1 2010
11.1.1. By handset manufacturer
Chart 11.2: Smartphone market share by handset manufacturer, Q1 2010
11.1.2. Smartphones and OS for web browsing
Chart 11.3: Worldwide Smartphone Operating Systems most used for web browsing, April 2010
12. Mobile Navigation – Mapping the future
12.1. Rapid Growth
Table 12.1: Total US Mobile Map Use (April 2009-April 2010)
12.1.1. Smartphone specific
Table 12.2: US Browser and App usage for Mobile Maps (April 2009-Apil 2010)
12.1.2. Where and what – Breakdown of consumer activity
Table 12.3: Mobile maps – Mode of Travel and Type of Map. April 2010
12.1.3. Mobile Maps – European Market
12.2. Reinventing Maps – Augmented Reality
12.2.1. Relevant Ubiquity – Android overtakes iPhone
12.2.2. Topography – AR and its affect on Travel industry
13. Telecommunication regulations – Banning Blackberry's
13.1. National Security – France
13.2. Saudi Arabia ban
13.3. Unites Arab Emirates ban
13.4. Bahrain
13.5. Regulations
13.6. Affect on Smartphone Market?
14. Conclusions and Recommendations
14.1. Conclusions
14.1.1. Smartphone-Standard Handset Gap Being Bridged
14.1.1.1. Should a New Term be Used?
14.1.2. Broader Subscriber Base
14.1.2.1. Easier Usage Broadens Subscriber Base Further
14.1.2.2. Manufacturer Action
14.1.2.2.1. RIM Improvements and Innovations
14.1.2.2.2. Apple Generate Publicity
14.1.2.2.3. PAYG Deals Attracts Users
14.1.2.3. Business Popularity Will Continue
14.1.3. Surviving the Recession
Chart 14.1: Projected Global Smartphone Shipments 2010-2015 (based on +24% CAGR)
14.1.4. How Popular Will Smartphones Be?
14.2. Recommendations
14.2.1. For Manufacturers
14.2.2. For Operators
14.2.3. For Content Vendors
Appendix A
Appendix B
[Inhaltsverzeichnis ausblenden]
