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Mobile Cloud Applications & Services

Mobile Cloud Applications & Services

Monetising Enterprise & Consumer Markets 2009-2014

Publisher: Juniper Research
Date Published: 01/02/2010
Category: Networks & Technologies
No of Pages: 89
Coverage: Global - 8 Key Regions
 

Overview

This strategic report investigates the opportunity for cloud based applications to facilitate the development of enterprise and consumer services within the mobile space.  The report includes two extensive forecasting chapters, one dedicated to Enterprise mobile cloud applications and the other to Consumer based cloud applications on the mobile.

Key forecasts include enterprise and consumer revenues split by region, for both time based subscription mobile cloud income and advertising revenues as well as the number of mobile cloud enterprise users.  These forecasts are accompanied by an in-depth examination of the impact of cloud on the mobile ecosystem including the implications for network operators as well as a detailed analysis of the most prevalent business models.

It also explores the means of deploying cloud based applications including thin clients and browser based applications, and provides interviews with key players across the cloud stack, as well as an analysis of the opportunities for players within Software as a service, (SaaS) Platform as a service (PaaS) and Infrastructure as a Service (IaaS).

 

Table of Contents

Executive Summary
1. The Rise of the Mobile Cloud

1.1 Introduction
1.2 Cloud Computing - An Introduction
1.3 The Opportunity for Cloud Computing
1.3.1 Less Capex, More Flexibility: The Key Drivers of Cloud Computing
i. Case Study: Google Chrome
1.4 Tiers of a Cloud
Figure 1.1: Schematic of Basic Cloud Computing Stack
1.4.1 Clients
i. Thin Clients
a. Case Study: Soonr
ii. Browser-based Applications
a. Case Study: Google Gmail
b. Case Study: Mozilla Firefox
iii. The Future: Browser or Thin Client?
1.4.2 Software as a Service (SaaS)
i. Case Study: Apple\'s MobileMe
Figure 1.2: Apple MobileMe
ii. Case Study: Funambol
a. Mobile We
b. SyncML-based Client for Android
iii. Case Study: NetSuite
1.4.3 Platform as a Service (PaaS)
i. Case Study - Windows Azure
Figure 1.3: Microsoft Azure Platform
ii. Case Study: salesforce.com & Force.com
a. salesforce.com
b. Force.com
1.4.4 Cloud Infrastructure - The Provision of Computing Resources
i. Case Study: HP Adaptive Infrastructure
ii. Case Studies: Amazon Web Services
Figure 1.4: Bandwidth Consumed by Amazon Web Services Compared to Bandwidth Consumed by Amazon Global Websites
1.5 Drivers of Mobile Cloud Computing
1.5.1 Launch of HTML5
1.5.2 The Rise of Mobile Internet
Figure 1.5: Percentage of Mobile Users Who Access the Internet Via the Handset Split by 8 Key Regions, 2006-2014
1.5.3 The Rise of the App Store
Figure 1.6: App Store Cumulative Downloads (m), 2008-2010
Figure 1.7: Share of App Downloads by Distribution Channel, 2008 (2.1 bn downloads)
Figure 1.8: Share of App Downloads by Distribution Channel, 2009 (5.8 bn downloads)
i. Apple and Cloud Synching
1.5.4 Most Mobile Handsets Lack the Processing Power for Thick Clients
1.5.5 Cloud is Multiplatform…
1.5.6 ...and Apps/Content is Portable
i. Case Study: The OMA and Smartcard Web Server
1.5.7 Users are Increasingly Using Mobiles to Store and Access Personal Data
1.5.8 Cloud Enables Enterprise Mobility
1.5.9 The Rise of Social Networking
Figure 1.9: Mobile Social Networking Users (m) Split by 8 Key Regions, 2006-2014
1.5.10 Data Charges Are Being Reduced

2. A Cloud-Based Ecosystem?

2.1 An Ecosystem in Transition
2.1.1 Apps Stores have Eroded the Role of Operator as Gatekeeper
Figure 2.1: Traditional Value Chain of Mobile Content
Figure 2.2: Mobile Content Value Web
Figure 2.3: App Store Value Chain
2.1.2 Cloud has Continued the Erosion
Figure 2.4: Cloud-Based App Delivery Model
2.2 Opportunities Across a Cloud-Based Ecosystem
2.2.1 Opportunities for Operators
i. Operator as Cloud Provider: Infrastructure as a Service
a. Case Study: Verizon
ii. Operator as Cloud Provider: Platform as a Service
a. Case Study: Vodafone 360
Figure 2.5: Vodafone 360 H1 by Samsung
b. Case Study: JIL  (Joint Innovation Lab)
2.2.2 Opportunities for New Entrants
i. Case Study: Best Buy
ii. Google: The Key Beneficiary of a Cloud-Based Approach?
iii. Apple: Moving Towards the Cloud?
2.2.3 Opportunities for Developers
i. Case Study: GSMA OneAPI Initiative
ii. Case Study: OMTP BONDI
2.3 A Global Opportunity: Cloud in Developing Markets
2.3.1 Case Study: Microsoft\'s OneApp

3. Market Forecasts - Enterprise Applications

3.1 Introduction
3.1.1 The Rise of Enterprise
3.2 Methodology
Figure 3.1: Forecast Methodology for Cloud-Based Enterprise Revenues
3.3 Mobile Cloud-Based Enterprise Application Subscribers
3.3.1 Mobile Enterprise Subscriber Base
Figure 3.2: Mobile Enterprise Subscriber Base (m) Split by 8 Key Regions 2009-2014
Table 3.1: Mobile Enterprise Subscriber Base (m) Split by 8 Key Regions 2009-2014
Table 3.2: Percentage of Mobile Enterprise Customers Who Subscribe to Cloud-Based Enterprise Applications 2009-2014
Figure 3.3: Total Number of Customers (m) Who Subscribe to Mobile Enterprise Cloud-Based Applications at the End of Each Year Split by 8 Key Regions 2009-2014
Table 3.3: Total Number of Customers (m) Who Subscribe to Mobile Enterprise Cloud-Based Applications at End of Each Year Split by 8 Key Regions, 2009-2014
3.4 Mobile Cloud - Enterprise Applications Revenues
3.4.1 Cost per Subscription
Table 3.4: Cloud-Based Enterprise Applications, Cost Per Subscription ($) Split by 8 Key Regions 2009-2014
3.4.2 Total Revenues
Figure 3.4: Revenues ($m) from Mobile Enterprise Cloud-Based Applications Split by 8 Key Regions 2009-2014
Table 3.5: Revenues ($m) from Mobile Enterprise Cloud-Based Applications Split by 8 Key Regions 2009-2014
3.4.3 Revenues for all Mobile Enterprise Applications
Figure 3.5: Mobile Enterprise Application Revenues ($m) Split by Cloud-Based Applications & Other Applications 2009-2014
Table 3.6: Mobile Enterprise Application Revenues ($m) Split by Cloud-Based Applications & Other Applications 2009-2014

4. Market Forecasts - Consumer Applications

4.1 The Market for Cloud-Based Consumer Applications
4.1.1 Categories of Mobile Consumer Application
i. Games
ii. Lifestyle & Healthcare
iii.  Education & Reference
iv. Multimedia & Entertainment
v. Finance & Productivity
vi. Social Networking
4.2 Monetising the Consumer Cloud Application
4.3 Mobile Cloud Applications - Time-Based Subscription Revenues
4.3.1 Methodology
Figure 4.1: Methodology for the Calculation of Consumer Cloud-Based Application Subscription Revenues
Figure 4.2: Derivation of Regional Average of Underlying Assumptions
4.3.2 Total Number of Thin Client Downloads
Figure 4.3: Total Number of Mobile App Downloads (m) Split by 8 Key Regions 2009-2014
Table 4.1: Total Number of Mobile App Downloads (m) Split by 8 Key Regions 2009-2014
Table 4.2: Percentage of Consumer Mobile Application Downloads Which Are Thin Clients Split by 8 Key Regions 2009-2014
Figure 4.4: Annual Number of Thin Client Downloads (m) Split by 8 Key Regions 2009-2014
Table 4.3: Annual Number of Thin Client Downloads (m) Split by 8 Key Regions 2009-2014
4.3.3 Thin Client Revenues
Table 4.4: Percentage of Thin Clients Which Utilise Time-Based Subscriptions Split by 8 Key Regions 2009-2014
Figure 4.5: Number of Thin Clients Which Utilise Time-Based Subscriptions Split by 8 Key Regions 2009-2014
Table 4.5: Number of Thin Clients Which Utilise Time-Based Subscriptions. Split by 8 Key Regions, 2009-2014
Table 4.6: Average Number of Subscriptions Per Subscription-Based Thin Client Split By 8 Key Regions 2009-2014
Figure 4.6: Total Number of Subscriptions Per Annum to Thin Clients Split by 8 Key Regions 2009-2014
Table 4.7: Total Number of Subscriptions Per Annum to Thin Clients Split by 8 Key Regions 2009-2014
Figure 4.7: Average Price Per Consumer Cloud-Based Mobile Application Split by 8 Key Regions 2009-2014
Table 4.8: Average Price ($) Per Consumer Cloud-Based Mobile Application Split by 8 Key Regions 2009-2014
Figure 4.8: Revenues ($m) from Cloud-Based Consumer Application Subscriptions Split by 8 Key Regions 2009-2014
Table 4.9: Revenues ($m) from Cloud-Based Consumer Application Subscriptions Split by 8 Key Regions 2009-2014
Figure 4.9: Total End-User Revenues ($m) from Consumer Applications Split by Cloud-Based & Other 2009-2014
Table 4.10: Total End-User Revenues ($m) from Consumer Applications Split by Cloud-Based & Other 2009-2014
4.4 Advertising Revenues
4.4.1 Methodology
Figure 4.10: Methodology for the Calculation of Consumer Cloud-Based Application Advertising Revenues
Figure 4.11: Derivation of Regional Average of Underlying Assumptions - Adspend
4.4.2 Cloud-Based Consumer App Advertising: Ad-Supported Thin Clients
Figure 4.12: Total Number (m) of Ad-Supported Thin Clients Split by 8 Key Regions 2009-2014
Table 4.11: Total Number (m) of Ad-Supported Thin Clients Split by 8 Key Regions 2009-2014
iii. Cloud-Based Consumer App Advertising: Sessions & Advertising Exposures
Table 4.12: Average Number of Sessions Per Annum Per Ad-funded Client 2009-2014
Figure 4.13: Total Annual Sessions (m) on Ad-funded Clients Split by 8 Key Regions 2009-2014
Table 4.13: Total Annual Sessions (m) on Ad-funded Clients Split by 8 Key Regions 2009-2014
Table 4.14: Average Number of Ad Exposures by Session Split by 8 Key Regions 2009-2014
Figure 4.14: Total Number of End-User Exposures (m) to Cloud-Delivered Advertisements. Split by 8 Key Regions 2009-2014
Table 4.15: Total Number of End-User Exposures (m) to Cloud-Delivered Advertisements Split by 8 Key Regions 2009-2014
Table 4.16: Clickthrough Rate, Cloud-Delivered Mobile Advertising. Split by 8 Key Regions 2009-2014
Figure 4.15: Total Annual Number of Clickthroughs (m) from Cloud-Delivered Mobile Advertisements Split by 8 Key Regions 2009-2014
Table 4.17: Total Annual Number of Clickthroughs (m) from Cloud-Delivered Mobile Advertisements Split by 8 Key Regions 2009-2014
4.4.3 Cloud-Based Consumer App Advertising: CPC and Total Adspend
Table 4.18: Cost Per Clickthrough ($) Split by 8 Key Regions 2009-2014
Figure 4.16: Total Advertising Revenues on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014
Table 4.19: Total Advertising Revenues on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014
4.5 Total Market for Cloud-Based Consumer Applications
Figure 4.17: Total Revenues from Consumer Cloud-Based Applications. Advertising & Time-Based Subscription Revenues, 2009-2014
Table 4.20: Total Revenues from Consumer Cloud-Based Applications. Advertising & Time-Based Subscription Revenues 2009-2014
4.6 Total Market for Cloud-Based Applications
Figure 4.18: Total Market ($m) for Cloud-Based Applications Split by Consumer & Enterprise Applications 2009-2014
Table 4.21: Total Market ($m) for Cloud-Based Applications Split by Consumer & Enterprise Applications 2009-2014

5. Hurdles

5.1 Connectivity
5.2 Data Roaming Charges
5.3 Cloud-Based Apps Could Increase Net CO2 Emissions
5.4 Cloud-Based Apps Could Reduce Vendor Handset Revenues
5.5 Data Security
5.5.1 Secure Access
5.5.2 Secure Storage
5.6 Mobile Broadband Availability
Figure 5.1: Mobile Broadband Penetration (%) Split by 8 Key Regions 2009-2014
5.7 Mobile Broadband Capability
5.8 Operators May Levy Surcharge on Heavy Data Users
5.9 Network Capacity
Figure 5.2: Growth in Femtocell Subscribers and 4G Mobile Subscribers, 2009-2014

Companies Referenced

Amazon, Apple, AT&T, Best Buy, Clearwire, Funambol, Google, GSMA, Handango, Joint Innovation Lab, Microsoft, Netsuite, Nokia, Open Mobile Alliance, Palm, salesforce.com, Samsung, Soonr, T-Mobile, Verizon, Vodafone, Yahoo.

 

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Key Questions

  • How much will mobile cloud-based applications be worth by 2014?
  • What are the key drivers for the deployment and adoption of cloud-based services?
  • How will the mobile value chain of cloud services develop?
  • Which business models are likely to predominate as cloud-based services are deployed?
  • What hurdles are likely to constrain the deployment and adoption of cloud-based services?
  • What strategies should key players employ to maximise their revenues from the cloud?
  • How will mass adoption of cloud-based services impact the role of MNOs?

Any Questions about this report please contact us.

 

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