future of web is mobile by dag olav norem
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Internet. Mobile.
Dag Olav Norem
VP Product Management, Mobile
24.01.2011
The Internet population breakdown
% of totalInternetpopulation
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via www.internetworldstats.com
In % of market
Internet penetration per market
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via www.internetworldstats.com
In % of market
Remaining growth potential per market
Source: US Census Bureau / Nielsen Online, International Telecommunications Union, GfK via www.internetworldstats.com
In % of market
web
video
p2p
Opera mobile browsers
Touch InterfaceKeypad Interface
Our products: Opera Mini vs. Opera Mobile
Opera Mini Opera Mobile
User Interface Same cross platform UI Same cross platform UI
Rendering Engine Server side Client side
Compression technology Always enabled Enable or disable with Opera Turbo
Target platforms All devices Mid to high end devices only
More information at www.opera.com/mobile/specs
What the mobile Web looks like today
Spotlights key trends affecting mobile Web adoption worldwide through analysis of Opera Mini stats
http://www.opera.com/smw/
Opera Mini: 5 years today!
The future of the Web is mobile
2006 2007 2008 2009 20100
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
0
5,000,000,000
10,000,000,000
15,000,000,000
20,000,000,000
25,000,000,000
30,000,000,000
35,000,000,000
40,000,000,000
45,000,000,000
50,000,000,000
Opera Mini growth
Unique users
Page views
Where is the growth happening?
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
1000
2000
3000
4000
5000
6000
7000
Mobile subscribers emerging markets (mill) Mobile subscribers Developed markets (mill)
Drivers: Feature phones
Opera Mini runs on over 3000 handsets
OS B2B solution Public Download
J2ME
Android
iOS
RIM (Blackberry)
Symbian
MTK
BMP
Windows Mobile*
Other OS upon request
Mobile Browser Market Share iPhone vs. Opera
Source Data: Stat Counter March 2010Opera MiniiPhone | Opera Mini
The top countries for Opera Mini
Since our first ever monthly report (May 2008), the U.S. has fallen from 5th to 7th, while Poland and Germany have both fallen out of the top 10
Recently Philippines and Bangladesh went up in the top 20 countries ranking
Other notables:
#11: Malaysia
#20: Germany
Top 10 countries for Opera Mini usage
1 Indonesia
2 Russia
3 India
4 China
5 Ukraine
6 South Africa
7 Vietnam
8 United States
9 Nigeria
10 Brasil
Source: http://www.opera.com/smw/2010/08/
What we found in India
Mobile Web in India is a massive opportunity
Key metrics grow at significant rate
Mobile browsing per user is increasing
Source: Opera research
India Stats (YoY)
User growth 277.5 %
Page view growth 354.2 %
Data transfer growth 293.7 %
Page views per user 414
Data transferred 7 MB per user
Data transferred 17 KB per page
What we found in India
Source: Opera research
Top 10 websites
1 google.com 6 yahoo.com
2 facebook.com 7 songs.pk (8)
3 orkut.com (2) 8 wikipedia.org
4 9 zedge.net
5 getjar.com 10 vuclip.com
youtube.com
Top 10 handsets
1 Nokia 5130 XpressMusic 6 Nokia 7210c
2 Nokia 2700c 7 Nokia N70 3 Nokia 2690 8 Nokia 6300
4 9 Nokia 5233 5 Nokia 3110c 10 Nokia N72
Nokia 2730c
What we found in India: lifestyle survey
Source: Opera research
Users in India and Nigeria are the most tolerant when it comes to text messaging during restaurant meals.
In India 88.5 % respondents said they browse the Web on their handsets more than they browse on a laptop or desktop computer
Only 11.5 % respondents in India use desktop or laptop computers as the primary means of Internet access
The ‘Mobile Only’ Internet Generation
December 2010
Alistair Hill
The ‘mobile only’ Internet generation
In developed economies the mobile internet is commonly thought of as an extension of the desktop internet, providing an additional, convenient and portable access method.
However for many people around the world, the mobile phone will be the primary, or only way to access the internet. This will have profound effects, not only on the lives of these people, but on the Internet industry and the way brands communicate and interact with these consumers – the next billion consumers.
The mobile Internet is becoming the sole or primary access method for many
Egypt
Indi
a
South
Afri
ca
Ghana
Kenya
Niger
ia
Indo
nesia
Thaila
nd
China US UK
Russia
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %70 %
59 % 57 % 55 % 54 % 50 %44 %
32 % 30 %25 % 22 % 19 %
Mobile Internet Users Who Never or Infrequently Use the Desktop Internet
% M
ob
ile B
row
se
rs
• It has often been assumed that the mobile Internet will be the sole access method for many. The results of recent client studies show that for roughly 50% of African and Asian mobile internet browsers this is the primary access method.
• In contrast 22-25% of US and UK mobile internet browsers never or infrequently use the desktop internet.
Countries: Egypt, South Africa, Ghana, Nigeria, India, Indonesia, Thailand, China, US, UK and RussiaDate: July- November 2010 -N= 15,204
Emerging markets ‘mobile only’ browsersare mostly under 25
Nigeria India UK US0 %
10 %20 %30 %40 %50 %60 %70 %80 %90 %
100 %
76 % 72 %
42 %24 %
24 % 26 %
58 %76 %
Mobile Only Generation
Under 24 Over 25
% M
ob
ile O
nly
Ge
ne
rati
on
• In emerging markets the vast majority of the ‘mobile only’ are under 25, the vast majority are male and many are in education.
• In the developed world the ‘mobile only’ are a different segment. In the UK they are split more evenly with 58% over 25.
• The US however provides interesting results, with most being over 25 and many on lower incomes.
Countries: Nigeria, India, US, and UKDate: July- November 2010 N= 6165
Content downloads and social networking leads mobile browsing behaviour in Africa
Downl
oadi
ng G
ames
Downl
oadi
ng M
usic
Socia
l Net
workin
g
Searc
h
E-mai
l
Video
s
Wal
lpap
ers +
Gra
phics
Other
App
s
Footb
all N
ews
Enter
tain
men
t New
s
Wor
ld a
nd L
ocal
New
s0 %
10 %
20 %
30 %
40 %
50 %
60 % 55 % 54 % 52 %48 % 46 % 44 % 43 % 43 %
35 % 32 % 30 %
Top Genres of Mobile Internet Sites – Africa 7
% M
ob
ile B
row
se
rs
• Over 50% of mobile browsers go to sites for downloading games and music
• Communication services such as social networking and email are popular
• Almost half of respondents use search
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
Opera provides quasi-smartphone experience for feature phone users in Africa
Email Social networking Search News Sports information0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 % 65 % 63 %
53 %46 %
40 %
55 %60 %
54 %
34 %38 %
Mobile Internet Genres - Opera vs Non-Opera
UK Africa 7 - Opera Africa 7 - Non-Opera
% G
rou
p
• Opera users are 33% more likely to use social networks than Non-Opera users and are comparable in behaviour to UK mobile browsers.
• In the UK, smartphone owners are 20% more likely to use social networking than those who don’t own a smartphone.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, Senegal, UKDate: October 2010N= 7325 + UK=1448
Opera browsers use the mobile internet for longer
Less than 5 mins 5-30mins 30-60 mins More than 1 hour-10 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
0
20
40
60
80
100
120
140
61
85
107119
Average Session Lengths - Opera vs Non-Opera Browsers
Opera Browsers Non-Opera Browsers Index
% G
rou
p
• Opera users are 19% more likely, compared to non-Opera users, to browse for more than 1 hour each time they go on the mobile internet.
• Although not shown on this slide they are also 19% (the same percentage is a coincidence) more likely to browse for at least 1 hour each and every day.
Countries: ThailandDate: January 2011N= 1074
Nokia dominates mobile browsing in Africa
OEM0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
61 %
12 %
11 %
9 %
Mobile Internet Device Manufactures
NAOtherZTEMotorolaBlackBerryLGSamsungSony EricssonNokia
% M
ob
ile B
row
se
rs
• 85% accessed the internet with a feature phone.
• Of the 15% who used a smartphone nearly all were Nokia Symbian devices with almost no reported use of Android or iPhones.
Countries: Nigeria, Kenya, Egypt, South Africa, Ghana, Tanzania, SenegalDate: October 2010N= 7325
66% of Kenyan ‘mobile only’ users download mobile music
Music Games Videos0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 % 66 %
44 % 46 %
Content Downloading - Kenya
% M
ob
ile O
nly
Ge
ne
rati
on
• With limited or no access to the desktop Internet for many in Africa, the mobile Internet provides a significant opportunity for media and content companies.
• 66% of the Kenyan ‘mobile only’ have downloaded music on their mobile, with almost half downloading games and videos.
Countries: KenyaDate: October 2010N= 1009
75% of Indonesian mobile browsers use social networks
Searc
h
E-mai
l
Socia
l Net
workin
g
Cricke
t New
s
Wor
ld a
nd L
ocal
New
s
Socce
r (Foo
tbal
l) New
s0 %
20 %
40 %
60 %
80 % 69 %
42 % 39 % 38 %29 %
8 %
75 %
49 %
78 %
5 %
51 %36 %
Mobile Internet Genres in India and Indonesia
India Indonesia
% M
ob
ile B
row
sers
• Only 39% of Indian browsers use social networking. Social networking is interactive and lends itself to faster data speeds. India currently doesn’t have mass market 3G services, Indonesia does.
• Search is the most popular mobile Internet activity in India.
• Indian browsers look for cricket scores, Indonesian for soccer (football).
Countries: India + IndonesiaDate: July-August 2010N= 2138
Over 90% browse the mobile Internet at home
At home Whilst outside Whilst on public transport
At work At university or school
0 %10 %20 %30 %40 %50 %60 %70 %80 %90 %
100 % 94 %
60 %
33 % 33 % 31 %
90 %
31 %
19 %26 %
19 %
Location of Mobile Browsing
Indonesia India
% M
ob
ile B
row
se
rs
• With roughly half of Indonesian and Indian mobile browsers not using the desktop internet and over 90% using it in the home, it becomes clear that the mobile will play a very different role in these Asian countries compared to western markets.
Countries: India + IndonesiaDate: July-August 2010N= 2138
57% of the Indian ‘mobile only’ don’t have a bank account
No Yes0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
57 %
43 %
Mobile Only Generation - Do you have a bank account?
% M
ob
ile O
nly
Ge
ne
rati
on
• In India, not only do the ‘mobile only’ not use the desktop internet but 57% also don’t have bank account.
• There is a huge opportunity for the previously unbanked and unconnected to use electronic payments to purchase goods and services.
• Everyone of this 57% has a billing relationship with their mobile operator.
Countries: India Date: July 2010N= 1070
The Emerging markets opportunity
The new digital audience creates opportunities for brands, Internet, media and financial services companies. The following section highlights some of these:
Internet Companies + Brands – There is an appetite for mobile friendly Internet services (email, social networking, news, etc) many of which are ad funded. Brands have a new opportunity to market to these users, reaching the previously unconnected emerging middle classes in developing countries.
Media – Downloading content is extremely popular (games and music downloading are the top browsing genres in Africa). Media companies have the opportunity to market and sell directly on the device where the content will be consumed, to an audience who don’t have the option to download on PC.
Financial – Many ‘Mobile Only’ browsers don’t have a back account (in India 57% of the ‘Mobile Only’ don’t have a bank account). All of these people have a billing relationship with their mobile operator, giving them the opportunity to purchase electronically for the first time.
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