et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
As a result of this rapid adoption of mobile technology in developing nations, people are
becoming a lot more connected and therefore reachable. Potential opportunities have
been spotted by some companies because direct access to these consumers seems ever
al Mobile Mark
more possible via mobile phones and so a consumer base that was previously considered
unreachable, now seems very reachable for the first time.
Glob
Figure 1.4: Global Share of Mobile Market (2007F)
Central &
Eastern
Europe
12.9%
North &
Western
14.2% Europe
44.1% 2.7%
Middle East
Asia Pacific
6.9%
10.2%
Africa
9.0%
Latin
North
America
America
Source: Portio Research LTD
1.2 The Internet vs. Mobile Penetration
In comparison, APAC’s mobile phone penetration is far below that of Europe but close to
the global average. Europe has the highest penetration with 111.3 % accounted for by the
fact that a large number of consumers have multiple subscriptions. In general it must be
remembered that subscriber penetrations for mobile can include multiple subscriptions
per user.
In 2007 the global average was just over 50% with Africa and Asia showing the lowest
penetration at 28.4% and 37.6% respectively.
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