North American Mobile Market

Overview

-    Strategic planning tool
-    Vital country level forecasts
-    Robust market sizing methodology

This regional study provides an in-depth examination of the North American mobile market, with a detailed exploration of carrier network developments together with an analysis of how key players are monetising data across two major verticals: mobile content & applications and mobile commerce.

North American mobile content and applications forecasts include user numbers, download volumes and revenues split by category of app (education and reference, games, lifestyle and leisure, finance and productivity, multimedia and entertainment, social networking).  Key mobile commerce forecasts include North American transaction values for mobile payments, NFC, mobile money transfer and mobile banking as well as mobile coupons redemption value.

In addition, the report offers country level (US and Canada) forecasts on subscriber numbers and operator-billed voice/non-voice ARPU and revenues, together with a series of case studies of leading players in the region across the mobile value chain.

Table of Contents

1. Regional Overview

1.1 Market Summary
Figure 1.1: North America Wireless Subscribers (m) Split By Country (USA & Canada) 2005 to H1 2010
Table 1.1: North America Wireless Subscribers (m) Split By Country (USA & Canada) and Regional Penetration (%) 2005 to H1 2010
1.2 Regional Forecasts
1.2.1 Subscriber Forecast
Figure 1.2: North American Wireless Subscribers (m) Split By Country (USA & Canada) 2010-2015
Table 1.2: North American Wireless Subscribers (m) Split By Country (USA & Canada) and Regional Penetration (%) 2010-2015
1.2.2 ARPU Forecast
Figure 1.3: North American Wireless Carriers\\\' ARPU ($) Split By Type (Non-Voice, Voice-Only) 2010-2015
Table 1.3: North America Wireless Carriers\\\' ARPU ($) Split By Type (Non-Voice, Voice-Only) 2010-2015
1.2.3 Revenue Forecast
Figure 1.4: North America Wireless Carriers\\\' Revenue ($bn) Split By Type (Non-Voice, Voice-Only) 2010-2015
Table 1.4: North America Wireless Carriers\\\' Revenue ($bn) Split By Type (Non-Voice, Voice-Only) 2010-2015

2. USA

2.1 Market Background
Table 2.1 USA - Key Social, Economic and Telecoms Indicators
Table 2.2: Formation of the Current Leading Carriers in the US Wireless Market
Table 2.3: Leading US Wireless Carriers and their Ownership
2.2 Market Overview to 2009
2.2.1 Subscribers
i. Total Subscribers
Figure 2.1: US Wireless Subscribers (m) Split By Operator (Verizon Wireless, AT&T Mobility, Sprint, T-Mobile USA & Other) 2005 to H1 2010
Table 2.4: US Wireless Subscribers (m) Split By Operator (Verizon Wireless, AT&T Mobility, Sprint, T-Mobile USA & Other) 2005 to H1 2010
ii. Prepaid and Postpaid Subscribers
Figure 2.2: Retail Subscribers of the Four Leading US Wireless Carriers (m) Split by Prepaid and Postpaid Users, 2005 to H1 2010
Table 2.5: Retail Subscribers of the Four Leading US Wireless Carriers (m) Split by Prepaid and Postpaid Users, 2005 to H1 2010
2.2.2 Carrier Market Share
Figure 2.3: US Wireless Sector Market Share (%) Split By Carrier, H1 2010
Table 2.6: US Wireless Market Share (m & %) Split By Carrier, H1 2010
2.2.3 Carrier ARPU & Revenues
i. ARPU By Carrier
Figure: 2.4: US Wireless Market ARPU ($/User/Month) Split By Carrier (AT & T Mobility, Sprint, T-Mobile USA, Verizon Wireless) Q1 2009 - Q2 2010
Table 2.7: US Wireless Market ARPU ($/User/Month) Split By Carrier (AT & T Mobility, Sprint, T-Mobile USA, Verizon Wireless) Q1 2009 - Q2 2010
ii. Revenue By Type
Figure 2.5: US Wireless Market Revenues ($bn) Split By Type (Non-Voice, Voice Only) 2005-2009
Table 2.8: US Wireless Market Revenues ($bn) Split By Type (Non-Voice, Voice Only) 2005- 2009
iii. ARPU By Type
Figure 2.6: US Wireless Market ARPU ($) Split By Type (Non-Voice, Voice Only) 2005-2009
Table 2.9: US Wireless Market ARPU ($) Split By Type (Non-Voice, Voice Only) 2005-2009
2.3 Carrier Strategies
2.3.1 Network Development
i. Sprint
ii. T-Mobile USA
a. HSPA+
b. Opportunities for Joint LTE Projects
iii. AT&T Mobility
iv. Verizon Wireless
v. Other Carriers
2.3.2. Data Monetisation
i. Sprint
Figure 2.7: HTC\\\'s EVO 4G on Sprint
ii. T-Mobile USA
iii. Verizon Wireless
Figure 2.8: Verizon Wireless Total Text Messages (bn) Q3 2007 to Q2 2010
Figure 2.9: Verizon Wireless Total Music & Video Downloads (m) Q3 2007 to Q2 2010
Table 2.10: Verizon Wireless Total Music & Video Downloads (m) & Total Text Messages (bn) Q3 2007 to Q2 2010
iv. AT&T Mobility
2.3.3 Unlimited Data Plans vs. Tiered Data Plans
Table 2.11: Unlimited vs. Tiered Data Plans
2.4 Market Forecasts
2.4.1 Subscriber Forecast
Figure 2.10: US Wireless Market Subscribers (m) 2010-2015
Table 2.12: US Wireless Market Subscribers (m) and Penetration (%) 2010-2015
2.4.2 ARPU Forecast
Figure 2.11: US Wireless Market ARPU ($) Split By Type (Non-Voice, Voice-Only) 2010-2015
Table 2.13: US Wireless Market ARPU ($) Split By Type (Non-Voice, Voice-Only) 2010-2015
2.4.3 Revenue Forecast
Figure 2.12: US Wireless Market Revenue ($bn) Split By Type (Non-Voice, Voice-Only) 2010-2015
Table 2.14: US Wireless Market Revenue ($bn) Split By Type (Non-Voice, Voice-Only) 2010-2015

3. Canada

3.1 Market Background
Table 3.1: Canada - Key Social, Economic and Telecoms Indicators
Table 3.2: Major Canadian Wireless Carriers and their Ownership
3.2 Market Overview to 2009
3.2.1 Subscribers
i. Total Subscribers
Figure 3.1: Canadian Wireless Market Subscribers (m) Split By Operator (Bell Mobility, MTS, Rogers Wireless, Telus Mobility, Sasktel & Other) 2005 to H1 2010
Table 3.3: Canadian Wireless Market Subscribers (m) Split By Operator (Bell Mobility, MTS, Rogers Wireless, Telus Mobility, Sasktel & Other) 2005 to H1 2010
ii. Prepaid and Postpaid Subscribers
Figure 3.2: Retail Subscribers (m) of the Three Leading Canadian Wireless Carriers Split By Prepaid and Postpaid, 2005 to H1 2010
Table 3.4: Retail Subscribers (m) of the Leading Canadian Wireless Carriers Split By Prepaid and Postpaid, 2005 to H1 2010
3.2.2 Carrier Market Share
Figure 3.3: Canadian Wireless Sector Market Share (%) Split By Carrier (Bell Mobility, MTS, Rogers Wireless, Telus Mobility, Sasktel & Other) H1 2010
Table 3.5: Canadian Wireless Sector Market Share (%) Split By Carrier (Bell Mobility, MTS, Rogers Wireless, Telus Mobility, Sasktel & Other) H1 2010
Table 3.6: Canadian Wireless Sector Market Share (%) Split By Operator and By Province, 2009
3.2.3 Market Penetration
Figure 3.4: Penetration of Selected Countries (%) 2009
Figure 3.5: Average Price Per Minute ($) in North America Split By Country (US & Canada) 2005-2009
Table 3.7: Average Price Per Minute ($) in North America Split By Country (US & Canada) 2005-2009
3.2.4 New and Potential Carriers
i. License Auction
ii .Corporate Background
Table 3.8: New Canadian Carriers, Launch Dates and Coverage
3.2.5 Carrier ARPU & Revenues
i. ARPU By Carrier
Figure 3.6: Canadian Wireless Market ARPU (CAN$/user/month) Split By Carrier (Bell Mobility, Rogers Wireless, Telus Mobility & Other) 2005-2009
Table 3.9: Canadian Wireless Market ARPU (CAN$/user/month) Split By Carrier (Bell Mobility, Rogers Wireless, Telus Mobility & Other) 2005-2009
Table 3.10: Canadian Wireless Market ARPU & Leading Carrier (CAN$) Split By Province 2009
ii. Revenue By Type
Figure 3.7: Canadian Wireless Market Revenue (CAN$bn) Split By Type (Non-Voice, Voice Only) 2005-2009
Table 3.11: Canadian Wireless Market Revenue (CAN$bn) Split By Type (Non-Voice, Voice-Only) 2005-2009
iii. ARPU By Type
Figure 3.8: Canadian Wireless Market ARPU (CAN$) Split By Type (Non-Voice, Voice Only) 2005-2009
Table 3.12: Canadian Wireless Market ARPU (CAN$) Split By Type (Non-Voice, Voice Only) 2005-2009
3.3 Carrier Strategies
3.3.1 Network Development
3.3.2. Data Monetisation
Figure 3.9: Data Revenue (CAN$m) Split By Carrier (Bell Mobility, Telus Mobility & Rogers Wireless) Q3 2008 to Q2 2010
3.4 Market Forecasts
3.4.1 Subscriber Forecast
Figure 3.10: Canadian Wireless Market Subscribers (m) 2010-2015
Table 3.13: Canadian Wireless Market Subscribers (m) and Penetration (%) 2010-2015
3.4.2 ARPU Forecast
Figure 3.11: Canadian Wireless Market ARPU ($) Split By Type (Non-Voice, Voice Only) 2010-2015
Table 3.14: Canadian Wireless Market ARPU ($) Split By Type (Non-Voice, Voice Only) 2010-2015
3.4.3 Revenue Forecast
Figure 3.12: Canadian Wireless Market Revenue ($bn) Split By Type (Non-Voice, Voice Only) 2010-2015
Table 3.15: Canadian Wireless Market Revenue ($bn) Split By Type (Non-Voice, Voice-Only) 2010-2015

4. Mobile Content & Applications

4.1 Introduction
Figure 4.1: North American Wireless Market Voice-Only Revenues ($bn) Split By Country (Canada & US) 2005-2009
Table 4.1: North American Wireless Market Voice-Only Revenues ($bn) Split By Country (Canada & US) 2005-2009
Figure 4.2: North American Wireless Market Non-Voice Revenues ($bn) Split By Country (Canada & US) 2005-2009
Table 4.2: North American Wireless Market Non-Voice Revenues ($bn) Split By Country (Canada & US) 2005-2009
Table 4.3: Beneficiaries of the Smartphone Revolution
4.2 Mobile Apps
4.2.1 Definition
Table 4.4: Examples of Mobile Applications and Content
4.2.2 Handset App Stores
i. Early App Stores
ii. Apple\\\'s \\\"App Store\\\"
Table 4.5: Evolution of Apple\\\'s iPhone
Figure 4.3: Active Applications on the Apple App Store
Table 4.6: Active Applications on the Apple App Store
Figure 4.4: Apple App Store
iii. Google\\\'s \\\"Android Market\\\"
Table 4.7: North American Carriers Current & Upcoming Handsets Using Android
Figure 4.5: Google\\\'s Android Market
4.2.3 The Network Carriers\\\' Response
i. Carrier App Stores
ii. Open Handset Alliance (OHA)
iii. WAC (Wholesale Application Community) and JIL (Joint Innovation Lab)
4.2.4 Forecasts
i. Users
Figure 4.6: Number of North American Mobile Users (m) Who Download Apps Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
Table 4.8: Number of North American Wireless Users (m) Who Download Apps Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
ii. Downloads
Figure 4.7: Total Number of App Downloads Per Year (m) in North America Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
Table 4.9: Total Number of App Downloads Per Year (m) in North America Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
iii. Revenues
Figure 4.8: North American App Revenues Per Year (m) Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
Table 4.10: North American App Revenues Per Year ($m) Split by 6 Categories (Educations & Reference, Finance & Productivity, Games, Lifestyle & Healthcare, Multimedia & Entertainment & Social Networking) 2009-2015
4.3 Mobile Games
4.3.1 Introduction
Figure 4.9: North American Games Downloads (m) By Platform (Android, Apple & Other) 2008 & 2009
Table 4.11: North American Games Downloads (m) By Platform (Android, Apple & Other) 2008 & 2009
4.3.2 EA Mobile
i. Corporate Background
ii. Key Clients
Figure 4.10: US Carrier Smartphones Supporting EA Mobile Games as of July 2010
iii. Philosophy, Products, and Performance
Figure 4.11: Madden NFL 11 by EA Mobile
Table 4.12: Electronic Arts, Inc. Global Net Revenues ($m) Split By 5 Categories (Total Console, PC, Total Wireless, Mobile & Licensing) FY 2010
4.3.3 Digital Chocolate
i. Corporate Background
ii. Key Clients
iii. Philosophy, Products, and Performance
Figure 4.12: Crazy Catapult Penguin by Digital Chocolate
iv. Interview
4.3.4 Gameloft
i. Corporate Background
ii. Key Clients
iii. Philosophy, Products and Performance
Figure 4.13: \\\'The Oregon Trail\\\' by Gameloft
4.4 Mobile TV
4.4.1 Introduction
4.4.2 Streamed
i. MobiTV
a. Company Background
b. Products
c. Connectivity
4.4.3 Broadcast
i. MediaFLO
a. Technical Overview
Figure 4.14: MediaFLO Client-Server Architecture
b. Strategy & Deployments
ii. ATSC-M/H
4.4.4 Forecasts
i. Streamed
a. Users
Figure 4.15: Number of Mobile Phone Users Who Watch and/or Subscribe to Streamed TV Services (m) in North America, 2009-2015
Table 4.13: Number of Mobile Phone Users Who Subscribe to and/or Watch Streamed TV Services (m) in North America, 2009-2015
b. Revenues
Figure 4.16: Mobile Streamed TV End-User and Advertising Revenues ($m) in North America, 2009-2015
Table 4.14: Mobile Streamed TV End-User and Advertising Revenues ($m) in North America, 2009-2015
ii. Broadcast
a. Users
Figure 4.17: Number of Mobile Broadcast TV Subscribers (m) in North America, 2009-2015
Table 4.15: Number of Mobile Broadcast TV Subscribers (m) in North America, 2009-2015
Figure 4.18: Number of Mobile Users (m) in North America Receiving Mobile Broadcast TV by Standard (MediaFLO, Other [ATSC-M/H]) 2009-2015
Table 4.16: Number of Mobile Users (m) in North America Receiving Mobile Broadcast TV Split by Standard (MediaFLO, Other [ATSC-M/H]) 2009-2015
b. Revenues
Figure 4.19: Mobile Broadcast TV End-User and Advertising Revenues ($m) in North America, 2009-2015
Table 4.17: Mobile Broadcast TV End-User and Advertising Revenues ($m) in North America, 2009-2015
4.5 Mobile Social Networking
4.5.1 Introduction
4.5.2 Regulation
i. US
a. Location Data
b. Net Neutrality
c. VoIP
ii. Canada
a. Wireless Code of Conduct
b. Facebook Investigation
4.5.3 Social Networks
i. Facebook
a. Background & Investment Capital
b. Facebook Online
c. Facebook Mobile
Figure 4.20: Facebook Mobile
d. Mobile Ads Platform
ii. MySpace
a. Background
b. Products and Services
c. MySpace Mobile
iii. Foursquare
a. Background
b. Services
Figure 4.21: Foursquare\\\'s iPhone App
iv.Gowalla
a. Background
b. Services
Figure 4.22: Gowalla App
4.6 Mobile Gambling
4.6.1 Introduction
4.6.2 Case Study: Future Prospects
4.6.3 Forecasts
i. Casino
Figure 4.23: North American Mobile Phone Users (m) Who Partake in Casino-Type Gambling Services, 2009-2015
Table 4.18: North American Mobile Phone Users (m) Who Partake in Casino-Type Gambling Services, 2009-2015
Figure 4.24: Total Annual Stakes of North American Mobile Phone Users (m) Who Partake in Casino-Type Gambling Services, 2009-2015
Table 4.19: Total Annual Stakes of North American Mobile Phone Users ($m) Who Partake in Casino-Type Gambling Services, 2009-2015
Figure 4.25: Total Gross Win of North American Mobile Phone Users ($m) Who Partake in Casino-Type Gambling Services, 2009-2015
Table 4.20: Total Gross Win of North American Mobile Phone Users ($m) Who Partake in Casino-Type Gambling Services, 2009-2015
ii. Lottery
Figure 4.26: North American Mobile Phone Users (m) Who Partake in Mobile Lotteries, 2009-2015
Table 4.21: North American Mobile Phone Users (m) Who Partake in Mobile Lotteries, 2009-2015
Figure 4.27: Total Annual Stakes of North American Mobile Phone Users ($m) Who Partake in Mobile Lotteries, 2009-2015
Table 4.22: Total Annual Stakes of North American Mobile Phone Users ($m) Who Partake in Mobile Lotteries, 2009-2015
Figure 4.28: Total Gross Win ($m) of North American Mobile Phone Users Who Partake in Mobile Lotteries, 2009-2015
Table 4.23: Total Gross Win ($m) of North American Mobile Phone Users Who Partake in Mobile Lotteries, 2009-2015
iii. Betting
Figure 4.29: North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009-2015
Table 4.24: North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009-2015
Figure 4.30: Total Annual Stakes of North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009-2015
Table 4.25: Total Annual Stakes of North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009 to 2015
Figure 4.31: Total Gross Win of North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009-2015
Table 4.26: Total Gross Win of North American Mobile Phone Users (m) Who Partake in Mobile Betting, 2009-2015
iv. Gambling Users
Table: 4.27: North American Phone Users (m) who Partake in Mobile Gambling Split by Category (Casino, Lottery & Betting) 2009-2015
4.7 Forecast Synopsis
Figure 4.32: North American Content & Applications Revenue ($bn) Split By 7 Categories (Infotainment, UGC, Mobile TV, Music, Games, Adult & Gambling) 2008-2015
Table 4.28: North American Content & Applications Revenue ($bn) Split By 7 Categories (Infotainment, UGC, Mobile TV, Music, Games, Adult & Gambling) 2008-2015

5. Mobile Commerce

5.1 Introduction
5.2 Mobile Banking
5.2.1 Introduction
5.2.2 Case Studies
i. Bank of America
Figure 5.1: Bank of America Mobile Screens
ii. USAA
Figure 5.2: USAA Mobile Banking Services
Figure 5.3: USAA iPhone App Mobile Remote Deposit Capture
iii. Wells Fargo Retail
Figure 5.4: Wells Fargo Retail Mobile Services
iv. CIBC
Figure 5.5: CIBC\\\'s Apple (left) and Blackberry (right) apps
5.2.3 Forecasts
Figure 5.6: Total Transaction Value ($m) of Mobile Banking in North America 2010-2015
Table 5.1: Total Transaction Value ($m) of Mobile Banking in North America 2010-2015
5.3 Mobile Ticketing
5.3.1 Introduction
5.3.2 Case Studies
i. Transport
a. American Airlines
Figure 5.7: American Airlines Mobile Boarding Pass
ii. Sport
a. Pittsburgh Pirates Baseball: Tickets.Com
Figure 5.8: Tickets.com Home Page
Figure 5.9: Mobile Tickets at Pittsburgh Pirates
iii. Entertainment
a. Kodu
Figure 5.10: Kodu Moviesnow! Screenshots
b. Fandango
5.3.3 Forecasts
Figure 5.11: Total Mobile Ticketing Transaction Value ($m) of Delivered Tickets in North America 2009-2014
Table 5.2: Total Mobile Ticketing Transaction Value ($m) of Delivered Tickets in North America 2009-2014
5.4 Mobile Coupons
5.4.1 Introduction
5.4.2 Coupons
i. JC Penney
ii. Starbucks
iii. Verizon Daily Scoop
Figure 5.12: Verizon\\\'s Daily Scoop Application
5.4.3 Smart Posters
i. BART
ii. LG Sports
Figure 5.13: LG Action Sports Bluezone Campaign
5.4.4 Forecasts
Figure 5.14: Total Mobile Coupons Retail Redemption Value ($m) in North America 2009-2014
Table 5.3: Total Mobile Coupons Retail Redemption Value ($m) in North America 2009-2014
5.5 Mobile Payments
5.5.1 Introduction
5.5.2 Digital & Physical Goods
i. Zong
ii. Amazon
Figure 5.15: Amazon Mobile Payments Service
iii. eBay Mobile
Figure 5.16: eBay iPhone App
iv. Paypal
Figure 5.17: PayPal Mobile Checkout
v. Digby
Figure 5.18: Digby Mobile Storefront
5.5.3 NFC
5.5.4 Mobile Money Transfer
i. Western Union
a. Strategy Insight
Figure 5.19: Western Union Customers - Mobile Usage
5.5.5: Forecasts
Figure 5.20: Total North American Mobile Payment Market ($m) 2010-2014
Table 5.4: Total North American Mobile Payment Market ($m) 2010-2014

Glossary

Companies Referenced

Amazon, American Airlines, American Express, Apple, AT&T Mobility, Bank of America, Bell Mobility, Dell, Digby, Digital Chocolate, EA Mobile, eBay Mobile, Electronic Arts, Fandango, FourSquare, Gameloft, Google, Gowalla, HTC, JCPenney, Kodu, LG, MasterCard, MediaFLO, Mobile Lottery LLC, MobiTV, Motorola,        MTS (Manitoba Telecom Services), MySpace, Nokia, PayPal, Qualcomm, Rogers Wireless, Samsung, Sanyo, Sasktel, Siemens, Sony Ericsson, Sprint, Starbucks, Telus Mobility, T-Mobile USA, USAA, Verizon Wireless, Visa, ViVOtech, Wells Fargo & Company, Western Union, Zong.