Mobile Insight Report Reveals US Mobile Web Trends
- Thursday, October 8th, 2009
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Openwave Systems has published its latest Mobile Insight report, highlighting key mobile Internet usage trends in North America. The findings are based on traffic and subscriber behaviour data from a Tier 1 mobile operator, collected and interpreted by Openwave Mobile Analytics over a five-day period.
Openwave Mobile Analytics enables operators to aggregate subscriber data and behavioral information across a variety of data sources, including on-portal and open internet browsing, mobile email messaging, video and audio streaming, device type, demographics and location.
As a follow on from Openwaves spring 2009 Mobile Insights report, which charted the growing prominence of social networking as the key area of interest for mobile Internet users, strong themes identified in the latest Mobile Insights report suggest that mobile social networking continues to grow. Site-based reports confirmed that four of the top 10 domains accessed on a mobile device were social networking sites. This finding presents an opportunity for the operator to add value to a very popular part of the user experience, says Openwave. Options can include partnering with these leading social networking sites through co-branding efforts, such as marketing and advertising, with several players across the mobile ecosystem, all to the potential benefit of the consumer.
Fndings derived from device-based reports indicated that users of Smartphones such as the Palm D062 and Samsung-PHTM800 are consuming at least three to four times as much data as other, less sophisticated Smartphones such as Palm D060, and feature phones. The device-based report also uncovered a category of unknown devices classified as bandit devices, that are generating between 1.25 and 1.5 times more traffic than Smartphones, and almost 5.5 times as much traffic than feature phones.
These findings could suggest that the bandit devices, which may be unlocked devices such as iPhones, USB modems or netbooks from other networks, are being used on the operator network. Bandit devices could impact network performance in terms of congestion and latency problems that could have associated financial implications to the operator through increased CAPEX costs, due to additional network capacity upgrades in congested areas.
Remedies to the bandit device situation could include operator offerings for exclusive content, and device bundles with advanced personalisation and service discovery features that encourage unknown device users to upgrade their device. The operator could also enforce new pricing policies for bandit devices that exceed their monthly data limits, and persuade subscribers to upgrade to higher usage plans. In addition, operators could offer SIM-only plans, with attractive bolt-on offers for data bundles, in order to increase bandit device users loyalty.
In a separate move, Openwave has announced the general availability of Openwave Accelerator 2.1, the next release of its web optimisation product. Accelerator 2.1 supports an intelligent web caching feature which leverages a real-time analytics feed of the most popular content sites being requested in order to prioritise what content to cache.
Finally, Openwaves Accelerator solution has received the Frost & Sullivan 2009 Award for Technology Innovation in the North American Mobile Data Services Market. Frost & Sullivan believes that Openwave Accelerator can help mobile operators take the performance of their high-speed networks to the next-level by delivering a superior data experience to a large number of wireless devices.