et
Chapter 1: The Global Mobile Market Mobile Technology in Travel - The Introduction
1.7.1 Mobile data access analysis
al Mobile Mark
The myriad of new services accessible over today’s mobile phones are accessed mainly
through 3 different platforms:
Glob
• Browsers: A scaled down version of a PC internet browser used to surf the ‘mobile web’
in the way we surf the regular internet
• SMS (or Text): A service accessible by texting an arrangement of code characters to a
server which interprets them and creates an adequate response
• Downloaded Utility (or ‘App’): a program designed to access specific services that are
downloaded and stored on the users mobile.
Figure 1.38: Smartphone vs. Non-Smartphone Breakdown by Access Type by Country
(3 months average ending November 2008)
Smart Non-smart
100%
90%
80%
9
%
3
9
.
7
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.
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70% % .
0
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4
%
% 5
7
.
0
5
1
60% 7
0
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6
7
.
6
6
9
.
5
%
6
2
6
4
.
6
2
.
3
%
.
4
%
.
7
%
6
2
.
5
7
.
4
%
5
3
.
7
2
.
7
%
.
8
%
6
6
.
3
%
6
5
.
9
%
7
4
7
0
7
6
7
5
.
1
7
2
6
8
.
4
7
9
.
9
%
7
9
.
6
%
50%
8
2
.
2
%
40%
30%
%
%
20%
% 6
%
6
0
.
3
%
3
%
%
0
%
%
8
%
5
3
.
8
%
.
0
%
.
4
%
.
5
%
0
.
2
10%
3
8
.
4
.
3
%
2
%
5
.
4
.
7
%
4
4
.
.
1
%
6
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%
%
4
8
.
7
%
4
2
.
4
6
.
1
4
3 4
8
.
2
9
.
3
3
2
3
0 3 3
7
.
7
%
2
7 3
3
3
4
2
5
.
2
9
.
.
1
%
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1
.
6
%
.
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%
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%
3
7
.
7
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3
.
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4
.
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%
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0 2
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.
0%
S 5 y
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F r
r S
I
e
F r
r S m
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e
F r
r
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F
G G G G
Any Access Browser Access SMS Access Downloaded Utility
Source: M:Metrics
An examination of the above chart shows that Smartphones are not necessarily the
preferred medium for accessing mobile services. Looking at the ‘Any Access’ section we
see that the highest share smartphones is in Italy at 40%. However all examined countries
show a smartphone share of 25% representing all users who accessed services and
information via their mobile phone.
Italy leads smartphone share in all categories of access type, with a high share of 60% for
user’s who accessed information and services via a downloaded utility or ‘mobile app’.
Italy is also the only country which shows smartphones having a share greater than 50%.
As mentioned this is seen in downloaded utilities as well as in browser access.
It is interesting to highlight that for all countries, the area smartphones have the highest
share is the downloaded utilities access category followed by browser access.
38 39
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