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TV & Video Use on the Mobile Phone (The NPD Group)

TV & Video Use on the Mobile Phone

Watching mobile TV or viewing video clips remains a very limited activity, with just 1% to 2% of mobile phone users doing so in recent months. This activity is expected to ramp up later this year and into 2007 as newer delivery technologies enter the market, specifically MediaFLO and DVB-H.

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Loading Music onto Mobile Phones (The NPD Group)


Loading Music onto Mobile Phones

Loading music onto mobile phones is still a relatively nascent activity for most consumers. Among the few doing so, 46 percent prefer using a removable memory card, with 32 percent opting for a cable connection to a PC. Downloading over a cellular network ranks third at 28 percent.

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Camera Phone Statistics (The NPD Group)

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The NPD Group

Capturing photos with a camera phone is clearly a social affair. Snapping photos of family members outpaced all other types of photos taken at 84%. Spontaneous moments and friends were the next most popular photo subjects. Current camera phones lend themselves well to these types of close-up people shots, or spur-of-the-moment images.

The largest segment of camera phone users (32%) snapped a few photos each month. The next largest group (20%) took a photo a few times per week. So, while not frequent, usage was occasional – similar to digital camera users.

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Mobile Video Research & Statistics (The NPD Group)

Research and statistics provided by: The NPD Group

Watching video on a mobile phone is a very recent phenomenon, in the very early stage of the product life cycle.  Twenty eight percent of the mobile phones in the market offer the capability, one percent watch today and twelve percent show interest in viewing mobile video in the next six months.

While the number of current users is extremely small, they show very positive usage. Over half watch video on their mobile phone at least once a week.

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89% of Major Brands Planning to Market via Mobile Phones by 2008; Mobile Marketing to Accelerate with More Than Half of Brands P

89% of Major Brands Planning to Market via Mobile Phones by 2008; Mobile Marketing to Accelerate with More Than Half of Brands Planning to Spend up to 25% of Marketing Budget

February 21, 2006 06:02 AM US Mountain Timezone

To View Direct Article Link, please click HERE

LONDON--(BUSINESS WIRE)--Feb. 21, 2006--Major brands are shifting significant marketing resources to marketing via mobile phones, according to an independent survey of 50 brand name companies commissioned by Airwide Solutions, the mobile infrastructure software provider. By 2008, 89% of brands will use text and multimedia messaging to reach their audience, with nearly one-third planning to spend in excess of 10% of marketing budgets on the medium. In five years over half of brands (52%) expect to spend between 5% and 25% of total marketing budget on mobile marketing.

Recognizing the prevalence of mobile text messaging, 40% of brands have already deployed text messaging campaigns, and 18% have deployed multimedia messaging (MMS) campaigns. Despite enthusiasm to adopt mobile marketing, growth is still inhibited by the lack of supporting information to manage and optimize marketing programs. More than half (55%) of responding brands are unsure how to reach specific target audiences via mobile campaigns, 58% are unsure about how to implement and measure an SMS campaign, and 61% unsure how to implement and measure a multimedia message (MMS) campaign.

The top three things that would make mobile marketing more attractive to brands are the ability to reach a specific target audience, information about how the user responded to a marketing message and proof that a message has been received by the user's handset. Airwide addresses these issues with the launch of Airtrends, a new business analysis tool for mobile messaging that will remove the main inhibitors to mass adoption of mobile marketing. Airtrends provides proactive information that is far more comprehensive than what can be derived from existing handset reporting tools. Not only addressing the requirements of the brands, Airtrends also provides critical information to mobile operators to allow them to optimize their networks to support marketing campaigns and to prevent spam by alerting them to suspicious activity.

Jay Seaton, chief marketing officer at Airwide comments: "The widespread acceptance of mobile messaging has created a pervasive and valuable new marketing opportunity for brands which is, in turn, creating a significant revenue opportunity for mobile operators. With reliable infrastructure in place and a means to control and measure campaigns, the starting gun will have gone off and it will be a race to create and deliver the most effective mobile marketing initiatives to subscribers that are more receptive than ever."

According to the survey, brands expect mobile marketing to become far more effective than traditional direct mail, with 47% expecting between 5% and 15% of recipients to request more information or a sample, and 34% expecting between 5% and 20% of recipients to undertake a financial transaction after receiving a mobile marketing message.
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Mobile phone users are expected to benefit from a range of incentives as part of the growth of mobile marketing with half of brands to send special offers via the mobile phone and two in five sending competitions. Other incentives will include discount vouchers, free gifts and preferential terms.

Airwide Solutions provides mobile messaging, device management and security solutions to over 70 mobile operators, content providers and aggregators in over 46 countries. The company commissioned Vanson Bourne in January 2006 to survey 50 of the Europe's leading brand names about their plans for mobile marketing.

About Airwide Solutions
Airwide Solutions is a global leader in providing mobile infrastructure software to enable, enhance and ensure mobile communications for more than 70 wireless operators worldwide. Airwide Solutions has a rich tradition of innovation; it sent the first commercial SMS (short message service) in 1992 and deployed the first A2P (application-to-person) MMS push gateway in 2004. Airwide's mobile security products secure more than 200 million mobile devices globally. Airwide Solutions has regional offices in England, Canada, Australia, Singapore and the United States. For more information on Airwide Solutions, please visit

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Credit Card Ownership/Usage Among Tier 1 Carrier\'s Subscribers (The NPD Group)

Source:  The NPD Group

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U.S. Mobile Subscribers who Participated in a TV or Radio Poll via SMS, by Gender and Gender (M:Metrics, Inc.)

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U.S. Mobile Subscribers who Participated in a TV or Radio Poll via SMS, by Gender

U.S. Mobile Subscribers who Participated in a TV or Radio Poll via SMS, by Age

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Wireless Services: Mobile Application Usage (The NPD Group)

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Mobile Application Usage

Text messaging is still king among mobile data applications, with
35% of wireless subscribers using the service compared to just
20% a year ago.

Games and ringtones are also strong categories, though the
majority of gamers are still freeloading: the purchase gap with
ringtones is far narrower.

Across the board, teens are far more likely then adults to use
wireless data and multimedia services.

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M:Metrics - WAP Statistics

M:Metrics: WAP Statistics
Early implementations of WAP, the Wireless Application Protocol, were rightly panned as delivering a low-grade experience for perusing content on mobile handsets. The proliferation of handsets with color displays that support WAP 2, a variant of xHTML, offers a platform that can compete as a wireless Web. M:Metrics data shows that owners of devices that support WAP 2 are more than 63% more likely to use the browser feature on their handset than subscribers with handsets that support earlier versions of the protocol. In 2005 the installed base of WAP 2 phones has expanded significantly from about 33% of all WAP phones in January to about 48% in August. Over the same period the installed base of devices that support WAP has expanded to about 124 million devices in August from 118 million in January.

                                                               WAP 1.x Growth Rates                                                        

  WAP 2.x Growth Rates

About M:Metrics
M:Metrics is the mobile industry authority on the measurement of the consumption, availability and feasibility of mobile content and applications.  M:Metrics’ monthly syndicated data services benchmark the performance of carriers, handset OEMs, platform vendors and content providers, empowering decision makers with highly granular, verifiable measures of subscriber consumption, content availability and pricing and handset capabilities.  M:Metrics, Inc. is a private, venture-funded corporation headquartered in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Seattle, Washington with offices in San Francisco, California.

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