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Cisco CLUE Part 4: Global mobile moxie – no cord, no problem

Welcome back to our fourth and final installment of the updated Cisco Connected Life User Experience (CLUE) Index findings. We’ve previously covered residential and business services, and today, mobile services will be in the spotlight. The “On the Move” portion of the CLUE Index grew 19.45 points, from the baseline 100 index points value (based on 2008 global service adoption data) to 119.45 (based on 2009 global service adoption data). On the Move grew more than other segment in our study. Personal mobile devices (smartphones, PCs/laptops, tablets, E-readers, et al.) have become indispensable communications, information and entertainment gear for global wireless consumers. The combination of expanded 3G/4G networks, broader wi-fi access and greater device computing power for advanced mobile broadband applications and services has enabled this segment to flourish in spite of a challenging global economy. Here’s a graphic summary of business services global growth:

graphic summary of business services global growth

We tracked global penetration of the following mobile services as part of our CLUE research:

  • Mobile text messaging: mobile text-based services, including Short Message Service (SMS) and instant messaging
  • Mobile Multimedia Service (MMS): mobile services that include multimedia objects such as images, videos, audio, and rich text in addition to text
  • Mobile email: email on mobile phones
  • Mobile gaming: downloads of full games as well as online gaming on mobile phones, including single-player and multiplayer online games
  • Mobile music: full track downloads and music streaming services on mobile phones
  • Mobile television: scheduled TV content delivered over cellular and broadcast infrastructures
  • Mobile video: on-demand video content downloaded or streamed to the mobile handset
  • Mobile social networking: mobile services ranging from simple chat rooms with only texting tools, to multimedia-rich environments and user-generated content (UGC) sharing communities
  • Mobile LBS: services that include personal navigation, point of interest (POI), friend-finder, and family-tracker services
  • Mobile commerce: services such as mobile banking, local and remote mobile payments, and domestic and international funds transfer

Here’s how those services ranked and grew from our initial CLUE report in March 2010:

On the Move 2008 2009 Index Value Change Percentage Change
Mobile text messaging 41.51 44.64 3.12 7.5%
Mobile MMS 14.37 16.12 1.75 12.2%
Mobile email 11.95 12.89 0.94 7.9%
Mobile gaming 7.03 8.41 1.38 19.7%
Mobile video 5.60 7.34 1.74 31.2%
Mobile commerce 5.14 7.99 2.85 55.4%
Mobile music 5.01 6.37 1.36 27.2%
Mobile social networking 3.74 5.35 1.61 43.0%
Mobile television 3.36 5.66 2.29 68.2%
Mobile LBS 2.28 4.68 2.39 105.0%
Global 100.00 119.45 19.45 19.5%

Affordability, availability and diverse functionality are attracting new subscribers to the mobile fold and encouraging current subscribers to expand their mobile usage. We may only be scratching the surface of penetration for some emerging mobiles services. Consider this -- for every global mobile commerce user, there are 8.4 mobile SMS users. For every mobile consumer LBS user, there are 24.3 mobile SMS users! The bottom line is that there is plenty of innovation to look forward to as the mobile segment literally “grows up.” Mobile carriers are finding new revenue streams and profitability by developing compelling experiences for mobile subscribers -- here are just a few examples.

Again, we invite you to read the complete report to learn more about our mobile CLUE findings as well as the residential and business data. If you have questions or comments about the CLUE research, direct your inquiries to ask-clue@cisco.com to reach our analyst team. We’d love to know what you think about this research and hope we’ve given you some useful clues to help your business planning and service development efforts.

Look for an additional update from us in the coming quarters.  Until then, thanks for reading and for joining us on SP360.

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