B.L. Ochman's List: MOBILE

• Even in the US 25 percent of mobile Web users are mobile-only.
• 1) What do consumers use their mobiles for? Japanese consumers are still more advanced in mobile behavior, using mobile Web, apps and email more, but US or Europeans text and play more games. Most popular mobile destinations are news and information, weather reports, social networking, search and maps.
   • In all countries surveyed more consumers used their browser than apps and only a minority will use Web or apps exclusively.
   2) US consumers prefer mobile browsers for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music.
   3) Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.
   • Did you know 71 percent of smartphone users that see TV, press or online ad, do a mobile search - will they find your mobile site or your competitors’?
• 2) Mobile growth is being driven by demand developing world, says The ITU (October 2010) and is being fuelled by India and China in particular. These two countries collectively added 300 million new mobile subscriptions in 2010 – that’s more than the total mobile subscribers in the US.
   • Mobile penetration is fast reaching saturation point at over 100 percent mobile penetration
   • Mobile penetration in the developing world now is 68 percent.
   • Mobile penetration in Africa is the lowest worldwide at 41 percent.
    The world's most populous nations have the most mobile subscriptions (unsurprisingly), China and India lead growth.
   • China: 859 million mobile subscribers (64 percent of population) in Dec 2010, up 112 million from 2009. Of these 47 million were 3G mobile phone users (National Bureau of Statistics of China February 2011).
   • India: 840.28 million subscribers (70 percent of population) in May 2011, up 223 million from May 2010 (TRAI, June 2010).
   • USA: 302.9 million subscribers (96 percent of population) in Dec 2010 (CTIA).

• 6) The top five mobile network operators worldwide: by number of subscribers, revenues, monthly average revenue per user (ARPU), monthly churn (i.e. loyalist customer base) and data as a percentage of total revenues, according to Portio Research:
   
   

                                                 

  Top five operators by different KPIs – worldwide
  Rank	Subscribers	Total revenues	Monthly ARPU	Monthly churn	Proportion of revenues derived from data
  1	China Mobile	China Mobile	3 UK	NTT DOCOMO Japan	Smart Philippines
  2	China Unicom	AT&T US	Bouygues France	KDDI Japan	Globe Philippines
  3	Bharti Airtel India	Verizon US	Vodafone Ireland	SingTel Singapore	SoftBank Japan
  4	AT&T US	NTT DOCOMO Japan	O2 Ireland	Chunghwa Taiwan	NTT DOCOMO Japan
  5	Verizon US	Sprint US	Orange Switzerland	T-Mobile Germany	KDDI Japan
  Source: Portio Research (June 2009)					via: mobiThinking

   

   

   
• 6) In 2011 over 85 percent of new handsets will be able to access the mobile Web. Today in US and Western Europe, 90 percent of mobile subscribers have an Internet-ready phone.
   • Gartner (March 2010) predicts that in 2011, over 85 percent of handsets shipped globally will include some form of browser.

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• The following bibliography represents many of the books and articles written on mobile learning in the past decade, especially those on mobile learning for adults. Many of the articles and conference papers can be easily found by entering the title into a search engine. The bibliography contains all the references mentioned in The Mobile Learning Edge, as well as many others. The bibliography will be kept up to date with new materials on mobile learning as I find them.

• Google makes $1 billion in annual mobile ad revenue;
• Mobile commerce is expected to reach $119 billion by 2015;
• 6.1 trillion text messages were sent worldwide in 2010; texting is still considered the “king” of mobile messaging;

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