The Android and Apple Mobile Ecosystem 2010

The latest visiongain report, The Android and Apple Mobile Ecosystem 2010, provides an insight into the development of the mobile ecosystem around the Android and the Apple mobile OS standards to date.

The report looks at the reasons behind the creation of the ecosystem, including the improved User Interface of the new generation of smartphones, the introduction of new high speed mobile networks and the emergence of bundled and flat rate pricing with handset subsidies - in return for long term Pay Monthly contracts - in developed markets.

The report examines the latest smart phone innovations including the Apple iPhone 4 and the Google Nexus and looks at the rise of the App Store. It examines the business models being offered by the main mobile OS standards. It provides examples of MNO pricing and examines the strategy being employed by the MNO to ensure that it still remains relevant in the provision of content services over the smart phone device in response to the rise of the smartphone brand.

The report also provides a global subscriber forecast for the Android mobile OS and the Apple iOS standards from the end of 2010 to the end of 2013, with a similar forecast and market share projection for all of the major mobile OS standard providers (including RIM (BlackBerry), Microsoft Windows Mobile and Nokia Symbian) as well as Android and Apple over the 3 year period.

By reading this exclusive 100+ page report you will understand all of the exciting opportunities that will be available to increase your revenues and brand awareness.


Report Highlights
Companies Listed
Acer
AdMob
Adobe
Alcatel
Apple
ARM
ASUS
AT&T Wireless
Bouygues Telecom
China Mobile
China Telecom
China Unicom
Cisco
Cosmote
Dell
Facebook
Flurry Analytics
Foxconn International Holdings
Fujitsu
Funomobol
Garmin
Gartner
Google
GSMA
H3 UK
HP
HTC
Huawei
iGR
Intel
KDDI
Kyocera
Lenevo
LG
Mformation
Microsoft
Morgan Stanley Research
Page 9
Android, Apple and the new
mobile ecosystem
Motorola
Movistar
MTV
NEC
Nielsen
Nokia
NTT DOCOMO
O2 Telefonica UK
Open Handset Alliance
Orange France
P.A. Semi
Palm
Piper Jaffray
Quancast
Research in Motion
Samsung
SFR
Sharp
Softbank Mobile
SonyEricsson
Sprint-Nextel
Strand Consult
SurfKitchen
Symbian
TeliaSonera
TIM
T-Mobile Germany
Toshiba
Verizon Wireless
Vodafone Germany
Vodafone Greece
Vodafone India
Vodafone UK
ZTE
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Chapter One
1. Executive Summary and key points from this report

Chapter Two: An overview of the new mobile OS standards in practice
2.1. Introduction.
2.2. A definition of the mobile OS standard
2.3. The types of mobile OS standard
2.4. The two distinctive mobile OS business models
2.5. Background to the Google Android mobile OS standard
2.6. The Google Open Handset Alliance (OHA)
2.7. The Google investment strategy & philosophy for mobile services
2.8. Other smart phone mobile OS standards
2.9. Reasons for the competition between the different mobile OS standards
2.10. Content services combined with the handset
2.11. The impact of improving smartphone user interfaces
2.12. The impact of high speed mobile networks
2.13. Key Point Summary

Chapter Three: The main factors that are driving the smartphone market
3.1 Introduction
3.2 A summary of the main factors that are driving smartphone growth
3.3. Mobile OS business models
3.4. Key factors to select the appropriate mobile OS standard
3.5. Sharing the first screen window
3.6. MNO’s new smartphone brands
3.7. The decline of the MNO’s walled garden
3.8. MNO application content and web portal changes
3.9. MNO content services for mobile
3.10. The Orange Application Shop content service
3.12. The Vodafone 360 content service
3.13. Other MNO responses to the App Store “network effect”
3.14. The impact of the App Store “network effect”
3.15. Key Point Summary

Chapter Four: Rival mobile OS standards in the Google Android and Apple iOS
4.1 Introduction
4.2 The types of mobile OS standard
4.3. Microsoft Windows mobile OS standard development
4.4. RIM (BlackBerry) mobile OS standard development
4.5. Palm mobile OS standard development
4.6. Motorola mobile OS standard development
4.7. Nokia Symbian mobile OS standard development
4.8. HTC mobile OS standard development
4.9. Samsung mobile OS standard development
4.10. SonyEricsson mobile OS standard development
4.11. Smart phone competition by region
4.12. The importance of first mover advantage for the mobile OS standard
4.13. Key Point Summary

Chapter Five: Towards a new mobile ecosystem
5.1 Introduction
5.2. A definition of the elements of the new mobile ecosystem
5.3 The key developments identified
5.4. Key market trends for Android & Apple’s iOS in the new mobile ecosystem
5.5. The growth of the Android mobile OS standard
5.6. Growth in smart phones internet usage and application development market share
5.7. Sales growth for the Apple iPhone 4
5.8 Key Point Summary

Chapter Six: The creation of an Android mobile OS ecosystem
6.1. Introduction
6.2. The components of the Android mobile OS standard
6.3. The advantages of an open source mobile OS standard
6.4. The benefits of an open source mobile OS standard to the handset manufacturer
6.5. Key Point Summary

Chapter Seven: The relationship between the Android mobile OS standard and Google mobile search services
7.1. Introduction
7.2. Benefits of the Android mobile OS standard to Google
7.3. History of the Google Android mobile OS standard
7.4. Reasons behind Google’s involvement in Android
7.5. The launch of the Google Android mobile OS standard
7.6. Google’s launch of the Google Nexus smart phone
7.7. The evolution of Google Android
7.8. Releases of the Android mobile OS standard
7.9. New types of Android mobile OS releases
7.10. Key Point Summary

Chapter Eight: The introduction of an Android ecosystem
8.1. Introduction
8.2. Components of the Android mobile OS ecosystem
8.3. The rationale for Android with Google mobile search
8.4. Recent Google acquisitions in mobile advertising
8.5. Google’s prerequisites for boosting smartphone usage
8.6. Rethinking the unlimited mobile data flat rate plan
8.7. Google’s strategy for mobile devices including mobile search
8.8. The importance of mobile advertising for Google to date
8.9. Google and the consequences of the growth of the Android mobile
8.10. The creation of the Android market store
8.11. The Android Software Development Kit (SDK)
8.12. The introduction of new Android smartphones
8.13. The impact of the Android mobile OS standard on the market
8.14. The key “killer applications” for the smartphone
8.15. Key Point Summary

Chapter Nine: The introduction of an Apple iPhone ecosystem
9.1. Introduction
9.2. The debate on the impact of the Apple iPhone
9.3. New types of smart phone pricing
9.4. The introduction of new entry level smartphones
9.5. Launch of the Apple iPhone iOS
9.6. Apple iPhone handset pricing trends
9.7. Growth of the Apple iPhone service
9.8. The growth in Apple iPhone sales
9.9. Broadening the Apple iPhone market with PrePay services
9.10. The impact of subsidies for the Apple iPhone smart phone
9.11. The evolution of the Apple iPhone and content services
9.12. The creation of the Apple iPhone App Store
9.13. Usage statistics for the Apple App Store
9.14. The Apple iPhone Software Development Kit (SDK)
9.15. Releases of the Apple iPhone handsets
9.16. MNO adoption strategy for the Apple iPhone handset
9.17. The impact of the Apple iPhone
9.18. Key Point Summary

Chapter Ten: The impact of the Apple iPhone on the overall mobile ecosystem
10.1. Introduction
10.2. The concept of the User Interface as a source of smart phone and MNO differentiation
10.3. Key technological developments for Android and the Apple iPhone
10.4. Android mobile OS versus the Apple iOS standard
10.5. Developments with the launch of the Apple 4 smart phone
10.6. Potential future developments for the Google Android mobile OS standard
10.7. Potential future developments for the Apple iPhone
10.8. Smart phone premium pricing developments
10.9. Apple iPhone pricing strategy in practice
10.10. Examples of smartphone pricing and products in selected countries
10.11. German smartphone pricing and products
10.12. French smartphone pricing and products
10.13. Swedish smart phone pricing and products
10.14. UK smart phone pricing and products
10.15. Italian smart phone pricing and products
10.16. US smart phone pricing and standards
10.17. Smart phone pricing compared
10.18. Potential barriers to the adoption of smart phones
10.19. The role of open source mobile OS in breaking the mobile internet “walled garden”
10.20. Smart phone developments in China
10.21. 3 year sales forecast from 2010 to 2013 for Android and Apple iOS mobile smartphones
10.22. 3 year sales forecast from 2010 to 2013 for all mobile OS smartphones
10.23. Other market share analysis for smart phone growth
10.24. Parallels for mobile OS standards developments
10.25. The key main trends that will impact the global smartphone market from 2010 to 2013
10.26. Forecast for unit smart phone sales growth from 2010 to 2013
10.27. The future development of the mobile OS ecosystem
10.28. Key Point Summary

Appendix A
About visiongain
Appendix B
Visiongain evaluation form
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Figure 1: Diagram of the Vertical and Horizontal smartphone mobile OS business models
Figure 2: Chart of the increase in mobile data download speeds, from 2006 to 2012
Figure 3: Diagram of the 4 main factors driving smartphone segment
Figure 4: Diagram of the elements of the traditional MNO value chain
Figure 5: Diagram of the constraints that impact the MNO
Figure 6: Schematic of the “Network Effect” of the Apple App Store
Figure 7: Schematic of price versus the established market position of the mobile OS standard
Figure 8: Diagram of the current mobile development ecosystem
Figure 9: Table of selected smartphone initial order growth
Figure 10: The Google Nexus smartphone with Google Apps
Figure 11: Chart of global smartphone unit growth as of the end of Q1 2010
Figure 12: Chart showing smartphone market share as of Q1 2009 and Q1 2010
Figure 13: Chart of the increase in Apple iPhone units shipped since launch
Figure 14: Chart of the increase in Apple iPhone revenues since launch
Figure 15: Chart of US iPhone content usage statistics compared with the US smartphone market average
Figure 16: Table of US iPhone content usage statistics compared with the US smartphone average
Figure 17: Chart of selected iPhone pricing compared with HTC Android smartphone for selected MNO’s
Figure 18: Chart of forecast Android mobile OS and Apple iOS smart phone shipments from the end of 2010 to the end of 2013
Figure 19: Chart of forecast total smartphone shipments from the end of 2010 to the end of 2013 – all mobile OS standards
Figure 20: Chart of forecast total smartphone market share from the end of 2010 to the end of 2013 – all mobile OS standards.
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