presentation mark waechter

Mobile as MediumA Snapshot on the German Market

Mark WächterMobile Strategy Consultant, MWC.mobi

Head of Section Mobile, BVDW Association

Chairman and Co-Founder, MobileMonday Germany

Board of Directors, Mobile Marketing Association MMA

Wirtschaftstag Japan 1© MWC.mobi

German Market Trends� 28 m new devices have been sold in 2010

� 30% Smartphones (accelerating!)

� 1 of 4 Germans have a Smartphone (14 – 29y: 1 of 3)

� Every 2 years Germans change their mobile device

� Growth engine in Non-Voice-Revenue: Mobile Internet (MI)� But still only 10% of Mobile User go regularly online (iPhone user: 100%)

� iOS: 20% share in Smartphone market in 2010, but 80% share in MI access

� MI Driver: mobile email, apps, social networking, LBS, navigation, LTE

� Service Provider (all 4 MNOs in one shop) consolidate

� Since 1st MVNO hit Germany in 2004 enormous segmentation took place� All 4 MNOs launched own “no frills” offers

� 140 MVNOs more or less established� SIM only, Branded Reseller, Pure Data, Free Mobile Portal + SIM, …

� 5 MVNEs established

� NRW is “The Mobile Power of Germany”� 3 of 4 MNOs

© MWC.mobi 2Wirtschaftstag Japan

Market Share per activated SIM(market saturation: 133%)

© MWC.mobi 3

SP/MVNOMarket Share:∼ 30%

... based onthese MNOs:

Wirtschaftstag Japan

MOU outbound / day (in million)

-------- Fixed -- Wireless (≈30%)


Blended ARPU Development in €55% Prepaid


Market Share per Revenueincl. SPs (100% = 24,3 bn. €)

© MWC.mobi 6

- approx. 19“ SIMs

- 54% Prepaid

- 1.000 shops


Mill. Messages/day x all networks∼ 36 bn. SMS / year


Non-SMS Data is driver for

growth in Non-Voice-ARPU

© MWC.mobi 8

SMS

MMS

Data


# of users who regularly use 3G

Wirtschaftstag Japan © MWC.mobi 9

Data volume in Mobile Networks grows dramatically !

Per-User-Consumption equals 2% of Fixed Internet


Total Mobile Data Volume p.a.

Avg. Mobile Data Volume per User per Month

LTE Roll-Out

in Germany

• all 4 MNOs acquiredspectrum

• start of LTE roll-outend of 2010

• rural areas first target

• Telekom LTEcoverage on the right

(dark magenta spots)

as of May 2011


Mobile as Medium: A Snapshot

� At the age of 14 everybody has a mobile phone – with a strong downward drift.

� The structure of the users of Mobile Web equals that of the Internet users around the year 2000.

� Only 10% of the population uses the Mobile Web frequently – over 8m people.

� Media-Spending in Mobile are in avg. around 1%- for some brands already at 5%.

� Population of the Mobile Web doubles each year!


Smart Phones, High Bandwidth and

Access on Data in the Net

Augmented Reality

Voice Search

Picture Recognition

Translation

Navigation

...


Mobile as Medium bridges

between real and digital world!

LOCATION

NAVIGATION

CHECK IN

CONTEXT

MOBILE IS THE

CENTRAL ACCESS

CHANNEL

FOR COMPANIES

TO REACH THEIR

TARGET GROUP


Düsseldorf

The city has long become a

prime location for mobile

telecommunications

companies, exerting

enormous attraction at all

levels of the value creation

hierarchy, from Asian

infrastructure giants to

innovative SMEs that have

formed locally. A leading

location in an international

perspective, Düsseldorf is

home to more than 1,500

companies from the

information and

communications technology

sector. Its unique

ecosystem of companies,

industry associations and

institutions has made

Düsseldorf …


Düsseldorf ⎮ DUS

A truly Mobile Capital

� > 50% of all SIMs distributed out of DUS� E-Plus, Vodafone

� > 50% of all Devices sold out of DUS� LG, Nokia, RIM, Sony Ericsson

� Infrastructure Giants choose DUS as hub� Ericsson, Huawei, NSN, ZTE

� DUS as initial point of important pilots� LTE, NFC/RFID, Future Store

� Excellent climate for SMEs and Start-Ups� „Where Business meets Lifestyle“


Globally

Connected


Europe

Japan China

India

North

America

Russia

Japanies companies with Mobile LoB invested in Düsseldorf


• Docomo / net mobile

• Mitsui

• NEC

• NTT

• Renesas Electronics

• Sharp

• Sony Ericsson

• Toshiba

• Yokowo

presentation mark waechter

Documents

mobile user

monthwirtschaftstag

mnoswirtschaftstag japan

shopswirtschaftstag

gwirtschaftstag japan

mobile networks

mobile email

mobile lob