Mobile Web 2.0 - Leveraging 'Location, IM, Social Web & Search' 2008-2013

Glossary

• Introduction
• Defining Mobile Web 2.0
  • What is Web 2.0?
    • Table ES1: Web 2.0 Terminology and Feature Sets
  • The Mobile Web 2.0 Framework
    • Table ES2: The Juniper Research Mobile Web 2.0 Framework
  • The Market for Mobile Web 2.0
    • Table ES3: Number of Mobile Internet Users (millions) by Region, 2008-2013
    • Figure ES1: Total Global Revenues for Mobile Web 2.0, by Application, 2008-2013
    • Table ES4: Total Global Revenues ($m) for Mobile Web 2.0, by Application, 2008-2013
    • Figure ES2: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013
    • Table ES5: Total Mobile Web 2.0 Revenues ($m), by Type. 2008-2013
    • Figure ES3: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013
    • Table ES6: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013
  • Challenges to Mobile Web 2.0 Adoption
  • Table ES7: Key Challenges for Mobile Web 2.0 Applications

• 1.1 Introduction
• 1.2. What is Web 2.0?
  • Figure 1.1: The Web 2.0 Framework
  • 1.2.1 O' Reilly' s Seven Principles of Web 2.0
  • 1.2.2 Web 2.0 Terminology
    • i. Long Tail
      • Figure 1.2: The Long Tail Rears its Head
    • ii. Mashups
      • Figure 1.3: Zillow ‘Mashes' Real Estate Information with Microsoft' s Virtual Earth Platform
    • iii. Semantic Web
    • iv. Social Web (Social Computing/Social Software)
  • v. Widgets
  • vi. Rise of the ‘Prosumer'
    • Figure 1.4: Prosumers - The 15-20% of Men and Women who Make and Break Markets
• 1.3 The Mobile Web 2.0 Evolution
  • 1.3.1 Ajit Jaokar' s Seven Principles of Mobile Web 2.0
  • 1.3.2 Translating Web 2.0 to Mobile: Share, Collaborate, Exploit
    • Figure 1.5: Moving from Web 1.0 to Web 2.0
  • 1.3.3 User Behaviour and Bi-directional Flows
• 1.4 Defining Mobile Web 2.0
  • 1.4.1 Mobile Web 2.0 Applications
    • i. LBS (Location-Based Services)
    • ii. Mobile Instant Messaging (Includes Presence)
    • iii. Mobile Search
    • iv. Social Networking and User-Generated Content (UGC)
  • 1.4.2 The Mobile Web 2.0 Framework
    • Figure 1.6: The Juniper Research Framework for Mobile Web 2.0
  • 1.4.3 Why do we Need Mobile Web 2.0?
    • Figure 1.7: ShoZu Provides One-Click Uploading/Downloading of Photos and Content

• 2.1 Introduction
  • Table 2.1: Mobile Data - Cost per Megabyte. Regional Forecast ($) 2008-2013
• 2.2 The Mobile Web 2.0 Market
  • 2.2.1 Market Overview
    • Figure 2.1: The Mobile Web 2.0 Value Chain
• 2.3 Mobile Web 2.0 Developments
  • 2.3.1 North America
    • i. Helio (U.S.)
      • Figure 2.2: Helio' s Ocean Device
    • ii. Sprint (U.S.)
    • iii. Rogers Wireless (Canada)
    • iv. Other MNO Services
      • a. Alltel Wireless (U.S.)
      • b. AT&T (U.S.)
      • c. Boost Mobile (U.S.)
      • d. Virgin Mobile USA
    • v. Market Indicators
  • 2.3.2 South America
    • i. America Móvil
    • ii. Grupo Iusacell (Mexico)
    • iii. Movistar Chile
    • iv. Telefónica (Group)
    • v. Vivo (Brazil)
      • a. Market Indicators
  • 2.3.3 Western Europe
    • i. 3 (UK)
    • ii. Bouygues Telecom (France)
    • iii. SFR (Vodafone)
    • iv. Telefónica Móviles España, S.A. (Telefónica Movistar - Spain)
      • Figure 2.3: Telefónica Móviles España Mobile IM Screenshot
    • v. TMN Portugal
      • Figure 2.4: The TMN Portugal-Branded Opera Mini Browser
    • vi. Vodafone España
      • Figure 2.5: Windows Live Messenger is Provided as an Embedded Application
    • vii. Vodafone Portugal
      • a. Market Indicators
  • 2.3.4 Eastern Europe
    • i. Avea (Turkey)
    • ii. Elisa (Estonia and Finland)
    • iii. EMT (Estonia)
    • iv. VimpelCom/Beeline (Russia)
    • v. Si.mobil - Vodafone (Slovenia)
    • vi. T-Mobile (Czech Republic)
    • vii. T-Mobile (Hungary)
    • viii. Turkcell
  • 2.3.5 Far East & China
    • i. China Mobile
    • ii. China Unicom
    • iii. KDDI (Japan)
    • iv. KTF (Korea)
    • v. NTT DoCoMo (Japan)
    • vi. SK Telecom (Korea)
    • vii. Market Indicators
      • a. China
      • b. Japan
      • c. South Korea
  • 2.3.6 Indian Sub Continent
    • i. Bharti Airtel
    • ii. IDEA Cellular
    • iii. Reliance Mobile
    • iv. Spice Telecom
    • v. Market Indicators
  • 2.3.7 Rest of Asia
    • i. Optus (Australia)
    • ii. Telstra Mobile (Australia)
    • iii. Globe Telecom (Philippines)
    • iv. DiGi and Maxis (Malaysia)
    • v. MobileOne (Singapore)
  • 2.3.8 Africa & Middle East
    • i. Cellcom (Israel)
    • ii. MTN (South Africa)
    • iii. STC (Saudi Arabia)
    • iv. Market Indicators
      • Figure 2.6: myGamma' s Revenue Distribution by Region (September 2007)
• 2.4 Other Market Drivers
  • 2.4.1 The Web 2.0/Realtime Generation
    • Table 2.2: Communications Habits of Participants in the U.S. ‘Teens and Social Media' Report (Published in 2007)
    • Figure 2.7: A Demographic Analysis of myGamma' s User Base by Age
  • 2.4.2 The Social Networking Phenomenon
    • Table 2.3: Worldwide Growth of Selected Social Networking Sites June 2007 vs. June 2006
    • Table 2.4: Visitation to Selected Social Networking Sites by Worldwide Region, June 2007
    • Table 2.5: Use of Social Networking Sites (% of Adults with Broadband at Home)
  • 2.4.3 Application Trends
  • 2.4.4 The Value Proposition

• 3.1 Introduction
• 3.2 Driving Mobile Web Standards
  • 3.2.1 W3C and the Mobile Web Initiative (MWI)
    • i. Mobile Web Best Practices 1.0 (Basic Guidelines)
    • ii. MobileOK
    • iii. W3C Web and Mobile Web Standards
      • Figure 3.1: W3C Technology Stack Illustration
      • a. XHTML Basic
      • b. Mobile SVG
      • c. SMIL Mobile
      • d. XForms Basic
      • e. CSS Mobile
      • f. MWI BP
    • iv. Widgets 1.0 Requirements
      • Figure 3.2: The Technology Stack Typically Used by Widgets and Widget Engines
      • Source: W3C
    • v. Document Object Model (DOM)
    • vi. ECMAScript
  • 3.2.2 Open Mobile Alliance (WAP 2.0 & IMPS v.1.3)
    • i. Wireless Application Protocol 2.0 (WAP 2.0)
      • a. Wireless Application Environment (WAE)
      • b. Introduction of Internet protocols
      • c. WAP Programming Model
      • d. Enhanced Services
    • ii. Instant Messaging and Presence Service (IMPS) v1.3
      • a. Presence
      • b. Instant Messaging (IM)
      • c. Groups/Chat
      • d. Shared Content

• 3.1 Introduction
• 3.2 Driving Mobile Web Standards
  • 3.2.1 W3C and the Mobile Web Initiative (MWI)
    • i. Mobile Web Best Practices 1.0 (Basic Guidelines)
    • ii. MobileOK
    • iii. W3C Web and Mobile Web Standards
      • Figure 3.1: W3C Technology Stack Illustration
      • a. XHTML Basic
      • b. Mobile SVG
      • c. SMIL Mobile
      • d. XForms Basic
      • e. CSS Mobile
      • f. MWI BP
    • iv. Widgets 1.0 Requirements
      • Figure 3.2: The Technology Stack Typically Used by Widgets and Widget Engines
      • Source: W3C
    • v. Document Object Model (DOM)
    • vi. ECMAScript
  • 3.2.2 Open Mobile Alliance (WAP 2.0 & IMPS v.1.3)
    • i. Wireless Application Protocol 2.0 (WAP 2.0)
      • a. Wireless Application Environment (WAE)
      • b. Introduction of Internet protocols
      • c. WAP Programming Model
      • d. Enhanced Services
    • ii. Instant Messaging and Presence Service (IMPS) v1.3
      • a. Presence
      • b. Instant Messaging (IM)
      • c. Groups/Chat
      • d. Shared Content
        • - How IMPS Works
        • Figure 3.3: IMPS Architecture
    • iii. eXtensible HyperText Markup Language Mobile Profile (XHTML MP)
  • 3.2.3 Internet Engineering Task Force (IETF)
    • i. Session Initiation Protocol (SIP)
    • ii. SIP for Instant Messaging and Presence Leveraging Extensions (SIMPLE)
      • a. Optimisations
      • b. Instant Messaging
      • c. IM Chat Rooms
      • d. IM Features
    • iii. eXtensible Messaging and Presence Protocol (XMPP)
  • 3.2.4 dotMobi
    • i. Switch On! Guides
    • ii. Find.Mobi
    • iii. Device Database
    • iv. ready.mobi
    • v. Site Templates
    • vi. Virtual Developer Lab
    • vii. Mobile Web Developer Certification
      • - dotMobi' s Commercial Progress
  • 3.2.5 GSM Association' s Personal Instant Messaging Initiative
  • 3.2.6 Mobile Marketing Association (MMA)
  • 3.2.7 Open Mobile Terminal Platform (OMTP)
    • Figure 3.4: OMTP Focus
  • i. Device Management
  • ii. Usability
  • iii. Security and Trusted Environment
  • 3.2.8 XMPP Standards Foundation (XSF)
• 3.3 Further Mobile Web 2.0 Related Standards & Technologies
  • 3.3.1 Ajax (Asynchronous JavaScript and XML)
    • Figure 3.5: Ajax-Powered User Experience
    • i. OpenAjax Alliance
  • 3.3.2 DHTML (Dynamic HTML)
  • 3.3.3 Flash Lite
  • 3.3.4 Linux, Apache, MySQL, PHP/Perl/Python (LAMP)
    • i. Linux
    • ii. Apache
    • iii. MySQL
    • iv. Perl
    • v. PHP
    • vi. Python
    • vii. LAMP in Mobile
  • 3.3.5 Web Services
  • 3.3.6 eXtensible Markup Language (XML)
  • 3.3.7 XHTML Overview (XHTML Basic, XHTML Mobile Profile, and WML2)
    • Figure 3.6: An Overview of Mobile Versions of XHTML
  • 3.3.8 Content Adaptation
    • i. Server Side Adaptation
    • ii. In-Network Adaptation
    • iii. Client Side Adaptation
  • 3.3.9 Device Detection
    • i. WURFL
    • ii. DetectRight
• 3.4 Additional 2.0 Technology Enablers
  • 3.4.1 Android and the Open Handset Alliance (OHA)
    • i. Android at a Glance:
    • ii. Questions Raised
  • 3.4.2 GPE Palmtop Environment
  • 3.4.3 J2ME Polish
  • 3.4.4 LiMo Foundation
  • 3.4.5 Linux Phone Standards (LiPS) Forum
  • 3.4.6 Mobile Linux Initiative (MLI)
  • 3.4.7 Mobile Browsers
    • i. WebKit Open Source Project
  • 3.4.8 OpenMoko
  • 3.4.9 Mobile Search
    • Figure 3.7: Basic Search Engine Architecture
  • 3.4.10 Location-Based Services (LBS)
  • 3.4.11 Wireless Internet Platform for Interoperability (WIPI)

• 4.1 Introduction
• 4.2 Sizing the Mobile Web Market
  • 4.2.1 Report Parameters & Mobile Web Adoption
    • Table 4.1: Number of 2.5G and 3G Subscribers (m), 2008-2013
    • Table 4.2: Number of Mobile Internet Users (m), by Region, 2008-2013
  • 4.2.2 Mobile Web Content and Device Trends
    • Figure 4.1: Top Ten Most Popular Types of Mobile Content
    • Figure 4.2: Downloads by Region (as of December 2007)
    • Figure 4.3: What are People Buying
    • Table 4.3: The Top Five Handsets with Mippin Users, by Country
  • 4.2.3 Market Demand
    • i. Acceptance of Technology Innovations
      • Table 4.4: IIIP Confidence Index (from Most Confident Nation to Least)
    • ii. UK Shuns New Services for Voice & Text
    • iii. Consumers Crave Customised Adverts
    • iv. GPS Preferred to Mobile Web in U.S.
    • v. LBS: Developers' View
    • vi. Mobile Web Access a Key Feature in Handset Replacement
• 4.3 Business Models Options
  • 4.3.1 Revenue Generation
    • i. Advertisement-Based
    • ii. Transaction-Based
    • iii. Infomediary
    • iv. Licence-Based
    • v. Subscription-Based
  • 4.3.2 On-Portal (and On-Device Portal)
    • i. On-Device Portal (ODP)
    • ii. On Portal (aka On-Net Portal)
  • 4.3.3 Off Portal/Direct to Consumer (D2C)
• 4.4 Mobile Advertising
  • 4.4.1 Mobile Web for Free?
  • 4.4.2 Targeted Advertising Opportunity
  • 4.4.3 Advertising Categories
    • i. Classifieds
    • ii. Display Adverts
    • iii. Search Engine Advertising [see also 4.2.2]
  • 4.4.4 Cost Models
    • i. Cost-per-Click (CPC)
    • ii. Cost-per-Thousand (CPM) (“M” from Latin numeral for 1000 - M - short for “mille”)
    • iii. Cost-per-Action/Acquisition
    • iv. Cost-per-Lead (CPL)
  • 4.4.5 Demand
• 4.5 Mobile Marketing
  • Figure 4.4: The Mobile Channel Value-Chain (Strategic Network)
  • 4.5.1 Western Europe Markets Mobile Attitude & Usage Study
  • 4.5.2 Delivery Mediums
    • i. Bluetooth and Infrared
    • ii. Common Short Code (CSC)
    • iii. MMS
    • iv. Side-Load Delivery
    • v. SMS
    • vi. WAP Pull
    • vii. Viral Marketing
  • 4.5.3 Mobile Search
• 4.6 Mobile IM (Instant Messaging)
  • 4.6.1 Market Fragmentation
    • Figure 4.5: The Evolving New Generation Mobile IM Market
  • 4.6.2 Commercial Choices
    • i. Mobile IM (Web-Based)
    • ii. SMS+/SMS 2.0/Super SMS (On-Net)
  • 4.6.3 Pricing
    • Table 4.5: Mobile Instant Messaging. Cost per Month. Regional Forecast 2008-2013
  • 4.6.4 The SMS Cannibalisation Myth

• 5.1 Introduction
• 5.2 MNOs
  • 5.2.1. Orange
    • i. Hybrid Solution
    • ii. Adapting to Mobile Web 2.0
  • 5.2.2. Telstra
    • i. Building Perceived Value
  • 5.2.3. Vodafone Group
    • i. An Evolving Business
      • Figure 5.1: The Vodafone Mobile Internet Handset Strategy
    • ii. Importance of Mobile Advertising
• 5.3 Mobile Web 2.0 Application Providers
  • 5.3.1 Social Networking & User Generated Content (UGC)
    • i. Case Study: BuzzCity' s myGamma
      • a. Mobile Social Networking for ‘Blue Collar' Users
      • b. Monetising the Mobile Social Web
        • Figure 5.2: BuzzCity Content Value Chain
        • Figure 5.3: BuzzCity Advertising Value Chain
    • ii. Case Study: trutap
      • Figure 5.4: Multi-IM Conversations via the trutap Client
      • c. Exploring the Revenue Opportunities
    • iii. bluepulse
      • Figure 5.5: bluepulse Mobile Client
    • iv. ComVu PocketCaster
      • Figure 5.6: ComVu' s PocketCaster Offers One-button Live Video-Streaming
    • v. itsmy.com
    • vi. Juice Wireless
      • Figure 5.7: JuiceCaster' s Mobile Client
    • vii. mig33
    • viii. Mobicomp
      • Figure 5.8: Active mTicker Architecture
    • ix. MyFoodPhone
    • x. Peperoni Mobile & Internet Software GmbH
      • Figure 5.9: Peperoni' s Mobile Site Building Platform
    • xi. phling!
    • xii. PixPulse
    • xiii. Reporo
    • xiv. twitter
    • xv. VoxSurf
  • 5.3.2 Mobile Search
    • i. Case Study: JumpTap
      • a. A Viable Search Alternative
    • ii. Case Study: Yahoo! Go & oneSearch
      • a. Matching the Web Search Experience
    • iii. Case Study: mInfo
      • a. Strength of Natural Language Search
    • iv. Google and China Mobile
    • v. m-Spatial
      • a. On- & Off-Portal Search
    • vi. Orascom & Onkosh
    • vii. T-Mobile & Medio Systems
      • Figure 5.10: Medio' s ODP on T-Mobile
  • 5.3.3 LBS (Location-Based Services)
    • Figure 5.11: Telmap' s Two-Axis LBS System Based on Accuracy and Frequency
      • i. Case Study: MobiLuck
        • a. A People Radar
      • ii. Ask.com
      • iii. Buzzd & Helio
      • iv. Garmin ‘PeerPoints'
      • v. loopt
        • Figure 5.12: loopt Displays Buddies' Locations on a Map
      • vi. Networks In Motion (NIM)
  • 5.3.4 Mobile IM (Instant Messaging)
    • i. Case Study: IXI Mobile & Ogo
      • Figure 5.13: Ogo Devices are Optimised to Enhance Web 2.0 Usability
        • a. The Upside Potential
      • Table 5.1: The Upside Potential
        • b. Mobile IM to Supersede SMS
    • ii. Case Study: Miyowa
      • Figure 5.14: An overview of the Miyowa Move Multimedia Platform Architecture ISVs Nurture D2C
    • iii. Colibria
      • Figure 5.15: The Colibria Elevate Platform
    • iv. Comverse
    • v. eBuddy
      • Figure 5.16: ebuddy Users by Region (Dec. 2007)
    • vi. EQO
      • a. Charging a Premium
        • Figure 5.17: EQO Users by Region
    • vii. InceSoft
    • viii. JiveTalk
    • ix. Jumbuck
    • x. MXit
    • xi. OZ Communications
    • xii. PICA
    • xiii. QuickIM
    • xiv. Tencent QQ
    • xv. Danger
• 5.4 Portals and Other Players
  • 5.4.1. AOL Mobile
    • i. Portal Revamped
    • ii. AIM (AOL Instant Messenger)
  • 5.4.2. Google Mobile
    • i. Google AdSense
    • ii. Android
    • iii. Google Talk
  • 5.4.3. MSN & Windows Live for Windows Mobile
    • i. Windows Live for Mobile Strategy
    • ii. Windows Live Messenger
  • 5.4.4. Yahoo! Mobile

• 6.1 Introduction
• 6.2 The Challenges
  • 6.2.1 Mobile Technology Fragmentation
    • i. Asynchronous (Web 2.0) vs. Synchronous (Web 1.0)
    • ii. Need for Consistency
    • iii. Trust Model
  • 6.2.2 Privacy & Regulation
    • i. EU Privacy Requirements
    • ii. Censorship and Surveillance
      • a. Not so World Wide Web
    • iii. Security
    • iv. Compliance
      • a. Australia
      • b. EC Directive Regulations 2002
      • c. Location Data
      • d. Privacy and Electronic Communications (EC Directive) Regulations 2003
      • - Text, Picture and Video Messaging
      • - Location Data
  • 6.2.3 Social Networking/UGC
    • i. Addressing Privacy
      • a. Social Networking/UGC Compliance Guidelines
  • 6.2.4 Mobile Advertising
    • i. High Cost/Low Reach
    • ii. Making it Relevant
    • iii. Getting the Figures Right
  • 6.2.5 Mobile Search
    • Table 6.1: Mobile Phone Limitations Compared to PCs for Mobile Search
      • i. Mobile Search Advertising
      • ii. Moving Targets and Variables
      • iii. Wisdom of Crowds
  • 6.2.6 Location-Based Services (LBS)
    • i. Potential to be Fulfilled
    • ii. Navigation not Location
  • 6.2.7 Mobile Instant Messaging
    • Table 6.2: Number of Mobile Users who use Mobile IM services (m). Regional Forecast 2007-2012
    • i. Route to Market
    • ii. Service Positioning
    • iii. User Interface (UI)
  • 6.2.8 Value Chain Disruption
    • Figure 6.1: Value Chain Disruption
    • i. A Limited Window of Opportunity?
    • Table 6.3: Mobile Web 2.0 Value Proposition
  • 6.2.9 Walled or Open Gardens?
• 6.3 ‘2.0' Approaches
  • 6.3.1 The Telco Advantage
  • 6.3.2 Billing 2.0
  • 6.3.3 Blending Mobile & Web via Messaging
  • 6.3.4 Telco 2.0
    • Figure 6.2: How to Move to Telco 2.0
    • i. Network Mashups
      • a. Connected Services Sandbox.
      • b. Connected Services Framework
      • c. IP Multimedia Subsystem (IMS) & Service Delivery Platform (SDP)
  • 6.3.5 Enterprise 2.0
    • i. Enterprise Mobile IM
    • ii. Software as a Service (SaaS) Mashups
• 6.4 Enablers
  • 6.4.1 Aggregators/Brands and Direct to Consumer (D2C)
    • i. Case Study: Bango
      • a. Bango' s Business
    • ii. AdMob and iPhone
    • iii. AIS and Celltick
    • iv. Winksite
  • 6.4.2 Platform Providers
    • i. AdaptiveMobile
      • Figure 6.3: AdaptiveMobile' s Policy Control Framework
    • ii. GetJar
      • Figure 6.4: Application Monetisation Models
    • iii. GyPSii
      • Table 6.4: GyPSii Service Platform Applications
      • Figure 6.5: GyPSii Platform Architecture
    • iv. InfoGin
      • Table 6.5: Challenges in Mobile Web Delivery
    • v. ShoZu
      • Figure 6.6: The ShoZu Mobile Phone Client can be Embedded or Downloaded
      • a. Built to be Interrupted
      • b. Mobile Advertising Solution
  • 6.4.3 Devices
    • i. Impact on Value Chain
    • ii. iPhone
      • Figure 6.7 Apple iPhone - a Game-Changing Device?
      • a. Market Progress
      • b. Game-Changing?
    • iii. Technology and User Interface (UI)
      • a. Touch-Sensitive Displays
      • Figure 6.8: LG Prada - an iPhone Rival?
      • Figure 6.9: Nokia N95 Features a ‘2-Way Slide' Concept
      • b.The Voice of Social Networking
    • iv. UMPCs & MIDs
      • Figure 6.10: Datawind' s PocketSurfer2 Allows Browsing in Original HTML Layout
    • v. Case Study: Social Networking and Blackberry (Research In Motion)

• 7.1 Forecast Definitions and Methodology
  • 7.1.1 Forecast Definitions
  • 7.1.2 Forecast Methodology
    • Figure: 7.1 Forecast Methodology
• 7.2 The Global Market for Mobile Web 2.0
  • Table 7.1: Percentage of Mobile Users who Use Mobile Internet Services. Regional Forecast 2008-2013
  • Figure 7.2: Number of Mobile Internet Users (m). Regional Forecast 2008-2013
  • 7.2.1 Market Drivers and Constraints
    • i. Market Drivers
      • a. Advertising
        • Table 7.2: Market for Mobile Advertising ($bn) Global Forecast, 2008-2013
        • Table 7.3: Advertising Categories in the Mobile Domain
        • - Mobile Marketing
      • b. Anywhere, Anytime Accessibility
      • c. Converging Worlds of Mobile & Web
      • d. Changing User Behaviour
      • e. Flat-Rate Data Pricing
      • f. Increasing Mobile and 3G Penetration
      • g. Improving End-User Experience
      • h. New Revenue Opportunities
      • i. Off-Portal Services
      • j. Value-chain Disruption
    • ii. Market Constraints
      • a. Adjusting to New Partnerships & Business Models
      • b. Channel Dominance
        • - On Portal versus Off Portal/Direct to Consumer (D2C)
      • c. Cost of Mobile Data Services
      • d. Enterprise Sector
      • e. Fear of Bit Pipe Scenario
      • f. Industry Structure
      • g. Lack of Metrics
      • h. Privacy & Regulation
      • i. Technology Fragmentation
        • - Mobile IM & Silo Communities
      • j. Further Market Constraints
        • Table 7.4: Summary of Further Market Constraints
  • 7.2.2 Total Global Revenues for Mobile Web 2.0
    • Figure 7.3: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013
    • Table 7.5: Total Global Revenues ($m) for Mobile Web 2.0 by Application, 2008-2013
    • Figure 7.4: Total Global Mobile Web 2.0 Revenues ($m), by Type (Service, Data & Advertising)
    • Table 7.6: Total Global Mobile Web 2.0 Revenues ($m), by Type. 2008-2013
• 7.3 Mobile Web 2.0 Product Sector Forecasts
  • 7.3.1 SNS/UGC
    • Figure 7.5: Total Social Networking Sites/User Generated Content Revenues ($m), by Type (Service, Data & Advertising) 2008-2013
    • Table 7.7: Total Social Networking/UGC Revenues ($m), by Type, 2008-2013
    • Figure 7.6: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013
    • Table 7.8: Total Social Networking/UGC Revenues ($m), by Region, 2008-2013
  • 7.3.2 Mobile Search
    • Figure 7.7: Total Mobile Search Revenues ($m), by Type, 2008-2013
    • Table 7.9: Total Mobile Search Revenues ($m), by Type, 2008-2013
    • Figure 7.8: Total Mobile Search Revenues ($m), by Region, 2008-2013
    • Table 7.10: Total Mobile Search Revenues ($m), by Region, 2008-2013
  • 7.3.3 Mobile IM
    • Table 7.11: Number of Mobile Users (m) that Use Mobile Instant Messaging, Regional Forecast 2008-2013
    • Figure 7.9: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013
    • Table 7.12: Total Mobile Instant Messaging Revenues ($m), by Revenue Type, 2008-2013
    • Figure 7.10: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013
    • Table 7.13: Total Mobile Instant Messaging Revenues ($m), by Region, 2008-2013
• 7.4 Mobile Web 2.0 Regional Forecasts
  • Figure 7.11: Total Revenues ($m) for Mobile Web 2.0, by Region, 2008-2013
  • Table 7.14: Total Mobile Web 2.0 Revenues ($m), by Region, 2008-2013
  • 7.4.1 North America
    • Figure 7.12: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
    • Table: 7.15: North American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.2 South America.
    • Figure 7.13: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
    • Table 7.16: South American Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.3 Western Europe
    • Figure 7.14: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
    • Table 7.16: Western European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.4 Eastern Europe
    • Figure 7.15: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
    • Table 7.18: Eastern European Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.5 The Far East & China
    • Figure 7.16: Far East &China Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
    • Table 7.19: Far East & China Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.6 Indian Sub Continent
    • Figure 7.17: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
    • Table 7.20: Indian Sub Continent Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
  • 7.4.7 Rest of Asia Pacific
    • Figure 7.18: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
    • Table 7.21: Rest of Asia Pacific Total Mobile Web 2.0 Revenues ($m), by Application, 2008- 2013
  • 7.4.8 Africa & Middle East
    • Figure 7.19: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013
    • Table 7.22: Africa & Middle East Total Mobile Web 2.0 Revenues ($m), by Application, 2008-2013

• 8.1 Conclusion
  • Figure 8.1: Business Model Evolution
• 8.2 Recommendations
  • 8.2.1 MNOs:
    • i. Brand & Loyalty
    • ii. Content Adaptation
    • iii. Off-Deck Opportunity
    • iv. Partnerships
    • v. PC, Mobile & Web Integration
    • vi. Policies
    • vii. SWOT analysis.
      • Table 8.1: MNO' SWOT Analysis
  • 8.2.2 Other Members of the Value Chain
    • Table 8.2: SWOT for Other Mobile Web 2.0 Players
• 8.3 Application Recommendations
  • 8.3.1 Social Networking & User Generated Content (UGC)
  • 8.3.2 Mobile Search
    • Table 8.3: Search Engine User Interface Considerations
  • 8.3.3 Mobile IM
    • Table 8.4: Mobile IM & Business Model Considerations for MNOs
  • 8.3.4 LBS