The tech-consumer in all of us has woken up, and shes hungry. So where next?
With still images becoming a hygienic, penetration increased by only 1% between
2010 and 2011, the services with the strongest growth potential are Video calling,
Live TV and Streaming of TV / Video content on mobile.
Consumers want these services, they want access to their social networks, and
they also want the two combined. Of the social networking activities they expect
to do more of in the future, uploading pictures/video and streaming media content
straight to friends on these sites are the most popular.
31
24
24
21
21
16
13
12
11
Navigation
10
Video Calling
Social Video
It is even more critical in emerging economies, and can be an important part of the
consumer offer
% CHOOSING OPTION AS TOP DRIVER OF PRODUCT CHOICE
Source: Mobile Life: GTI 2011
MATURE
17
Video Calling
Take and Share Videos
Watching Social Video
EMERGING TIER 1
5
3
EMERGING TIER 2
26
7
29
7
12
9
17
9
Focusing on mobile video services such as video calling, live TV and streaming of TV / video
will drive growth
FEATURE PRIORITISATION
Size of bubble = Current usage level
Source: Mobile Life: GTI 2011
Watch Live TV
Video Calling
FREQUENCY OF USE
Social Video
Still Camera
MMS
Stream TV / video
Download TV / video
Upload photos / videos to mobile
Upload photos / videos to PC
Video Camera
GROWTH POTENTIAL
Taking advantage of the strength of social networks, and integrating multi-media options into
mobile SN interfaces holds potential to increase utility
USAGE AND DEMAND FOR SOCIAL NETWORKING SERVICES - % OF CURRENT USERS
Currently doing
Would like to do
63
12
62
11
60
12
Update Status
57
40
38
Play Games
26
17
11
17
21
18
20
17
With conventional mobile imaging reaching saturation, growth is coming from the long tail of
new services such as social video and live TV
% USING
2010
2011
Still Camera
61
62
Video Camera
44
MMS
40
24
16
10
Watch Live TV
12
Download TV / Video
11
12
Stream TV / Video
Video Calling
46
41
25
18
15
11
9
Joe Webb
Development Planner
TNS Global Technology
Ryan Versfeld
Research Executive
TNS Global Brand Equity Centre