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Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
The above chart shows the smartphone penetration in the key markets under study in
the report; Italy has the highest smartphone penetration at 26.6% in November 2008,
followed by Spain at 20.4%, both are above the EU average. Italy also has one of the
al Mobile Mark
highest mobile penetrations in the world (153.1% in 2007).
Glob
Smartphones are increasingly popular in the UK as well and in November 2008, M:Metrics
(ComScore) calculated a penetration of around 13%. Germany is slightly below the UK
penetration levels at 11% and in France, smartphones are currently used the least. The
US sits well below Europe in relation to penetration levels and reached about 10% by
November 2008.
However, overall smartphone penetration in both the US and EU5 shows good growth
with both gaining over 5 percentage points in the last 2 years.
1.4.1 Smartphone Focus: The iPhone
The iPhone, launched in mid 2007 by Apple,
is widely considered to be part of the
reason for the explosion of the smartphone
into the mainstream. Like the i-pod ahead
of it, which revolutionised the mp3 market,
the iPhone takes all the best features of a
smartphone (such as internet and email
access) and delivers them in an extremely
useable, intuitive and ‘cool’ way.
According to research by Canalys iPhone sales led to Apple gaining the second
highest share in the Smartphone market in the 3rd Quarter of 2008, pushing Rim,
the makers of Blackberry into 3rd place.
In the US the iPhone’s share of the smartphone market has grown from 7.5% in
November 2007 to 15.2% in November 2008. The correlating figure for the EU was
0.2 % in November 2007 and 5.8% in November 2008.
The recent phrase ‘iPhone killer’ exemplifies the current market where other
manufacturers are trying to emulate or improve upon the iPhones usability and
relevance to the mass market.
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