Téléphonie mobile : le japonais NEC renonce

AppId is over the quota
AppId is over the quota
Business : Le fabricant japonais de téléphones mobiles a officiellement jeté l’éponge. Absent à l’international et progressivement écrasé (5% de part de marché) sur son territoire national, NEC cesse son activité et ne produira plus de smartphones.

Pour le constructeur japonais NEC, l’aventure dans le secteur de la téléphonie mobile est définitivement terminée. Le groupe a officialisé l’arrêt de cette activité, reconnaissant l’échec de sa stratégie dans le domaine des smartphones, y compris au Japon où le fabricant a chuté à 5% de part de marché.

Dans un communiqué, NEC souligne que «  le marché des mobiles a radicalement changé » et qu’il lui est « difficile d'entrevoir une amélioration » de ses performances à l'avenir dans un secteur où «  les économies d'échelle sont de plus en plus importantes » en termes de compétitivité.

NEC était en grande difficulté avec des pertes croissantes. En avril 2012, après un déficit de près de 900 millions d’euros, le fabricant japonais avait notamment dû réduire ses effectifs de 10%, soit 10.000 salariés, principalement au Japon.

Mais si NEC a pu réduire ses coûts, il n’a pas pour autant percé sur le très dynamique segment des smartphones, ultra-dominé par Apple et Samsung. Au cours de la dernière année fiscale, l’entreprise japonaise n’a ainsi livré que 2,9 millions de smartphones, bien loin de sa prévision (4,3 millions). Et les ventes continuaient encore de se dégrader, signale Les Echos.

Voir aussi notre page
Chiffres clés : les ventes de mobiles et de smartphones

New Gsm

Mobile telephony: the Japanese NEC disclaims

Business: The Japanese manufacturer of mobile phones officially threw the sponge. Absent abroad and gradually crushed (5% of market share) on its national territory, NEC ceases his activity and will produce more smartphones.

For the Japanese manufacturer NEC, adventure in the mobile telephony sector is definitely over. The Group has formalized this activity stopped, acknowledging the failure of its strategy in the field of smartphones, including the Japan where the manufacturer has fallen to 5% market share.

In a statement, NEC emphasizes that "the mobile market has changed dramatically" and that it is "difficult to foresee an improvement" of its performance in the future in a sector where "the economies of scale are more important" in terms of competitiveness.

NEC was in big trouble with growing losses. In April 2012, after a deficit of almost 900 million euros, Japanese manufacturer had especially to reduce its workforce by 10%, or 10,000 employees, mainly in the Japan.

But if NEC was able to reduce its costs, it is not pierced on the very dynamic segment of smartphones, ultra-dominated by Apple and Samsung. During the last fiscal year, the Japanese company has thus delivered only 2.9 million smartphones, although far from its forecast (4.3 million). And sales still continued to deteriorate, reported Les Echos.

See also our page
Key figures: sales of mobile and smartphones

Key figures: sales of mobile and smartphones

Samsung and Apple crushes the competition-In the 2nd quarter of 2013, worldwide shipments of smartphones rose 52.3% to 237.9 million units. If the two giants of the sector, Apple and Samsung, see their sales increase over one year of respectively 20% and 43.9%, they did not lose market share less, sign of the intensification of competition on the market.

In the first quarter of 2013, 216.2 million smartphones have thus been delivered worldwide by manufacturers. Apple (17.3%) and Samsung (32.7%) two 50% of worldwide shipments of smartphones, with a net length in advance for Korean in terms of units: 70.7 million, against 37.4 for Apple - positioned on the value.

Samsung dominates Apple in Western - Europe In the first quarter of 2012, Apple had delivered 7 million iPhone in the European countries of the West, against 6.2 million this year, according to IDC. Samsung knows him any other fortune with a market share which increased from 39 percent to 45 percent with shipments of smartphones increase of 10.9 to 14.3 million units. As for Nokia, despite the turn on Windows Phone, it still continues to abandon the field.

Samsung remains the leader in 2012- In 2012, 722.4 million smartphones were sold worldwide, 46 per cent more than in 2011. Samsung maintains its leading position with 215.8 million units sold in the year, become Apple that displays 135.9 million iPhones sold. Nokia, HTC and RIM Announce much more modest performance that the two leaders, with equivalent sales ranging between 32.5 million (RIM) and 35.1 million units sold (Nokia).

Rejected - Nokia In terms of market share, Nokia is definitively excluded from the top 4 in 2012, and Samsung maintains its leading position in all the quarters, with a maximum of 32.3% in the second quarter. Apple, which occupies the second position, declined over the first three quarters with a minimum to 14.6% in Q3. Sony still trolling with a market share of around 4,5%, elbow to elbow with Chinese competitors, ZTE and Huawei.

Samsung leader Nokia in constant - recoil In 2013, the global market for mobile phones continues to grow but at a pace moderate 4% in the first quarter and 6% in the second. This is significantly less than on the segment of smartphones which has grown 40% and 50% over the same period. On the global mobile market, Samsung maintains its domination gained at the expense of Finland's Nokia. The latter is in net decline since the beginning of the year with deliveries of mobiles in decline of 25.1% in the first quarter of 2013 and 27% in the second.

Samsung past leader - In 2012, 1.7 billion of mobile have been sold in the world, for a very light regression of 1.7% from 2011. Samsung past leader before Nokia with 384.6 million units sold in the year against 333,9 million for Nokia. Apple, well below, is in the third position because it focuses on a market premium with 130.1 million iPhones sold. Motorola and RIM, in a Pocket handkerchief, occupy the last two places with sales around 34 million units.

In terms of market share, Samsung is mechanically leader, capturing 22% of the market, followed closely by Nokia to 19.1 per cent. Apple by far is third place, up to 7.5%. RIM and Motorola are still trolling with equivalent market share (around 2%).

Between 2008 and 2012 there is an increase in sales of smartphones in France from 1 million units sold to 13.5 million, an increase of 1250%. However, this growth slows from 2011, since the market is growing by 18.4% between 2011 and 2012.

Samsung: record sales but slower on mobile

Like his great rival Apple, Samsung is also faced with an intensification of competition. Yet, at first glance, everything is going well in the Korean who reported new record results in the second quarter.

Samsung has thus realized a turnover of EUR 39 billion, an increase of 20.7% over one year. Quarterly net income rose him close to 50% to 5.26 billion euros. Why then this concern of financial markets?

Samsung promises growth for the end of 2013

Mainly because Samsung mobile division, representing not less than 61% of its turnover, sees growth slowing in the second quarter: + 9%. This is however not a surprise since the manufacturer had warned investors as early as the first quarter.

Sales of smartphones, if they increase always do so at a lesser pace. According figures IDC, Samsung sold 70.7 million smartphones in the first quarter and 72.4 million in the second.

But already, Samsung reported its sales of terminals handgun more clearly on the rise as early as the third quarter.

"We cannot hide the fact that the economic recovery in Europe is always expected or that we are exposed to the risk of increased competition in smartphones and other products" recognizes at the same time the Vice President of the manufacturer, Robert Yi, quoted by AFP.

See also our page
Key figures: sales of mobile and smartphones

Google Chromecast: wrench HDMI to connect TV and stream broadcast from mobile terminals

Technology: Google introduced yesterday Chromecast, a WiFi dongle which plugs into the TVs HDMI port and can relay the stream broadcast since tablets, smartphones, PC or Mac. It is currently marketed in the United States for $ 35.

Google organized Thursday night in its California offices a presentation dedicated to several innovations around Android, including the Nexus 7. But the real surprise came from a small accessory, the Chromecast.

It is a key that is connected to the TV HDMI socket. It connects to the home WiFi network and broadcasts of streaming content from a Tablet, smartphone, PC or Mac via the Chrome browser.

Modified version of Chrome OS

Chromecast is already supported by YouTube, Netflix, Pandora applications as well as films and music purchased on Google Play. The key uses a modified version of Chrome OS, and Google offers developers the preview of an SDK (Google Cast) to enable them to make compatible their applications and web sites.

 

Chromecast works with Android smartphones, the iPhone, Android tablets and the iPad. The Windows Phone and the BlackBerry are not a priori not affected. The accessory is already marketed in the United States for $ 35. Google did not specify its plans for an international launch. (Eureka press)

Read, our blogger Pascal Lechevallier analysis: Google goes back to the onslaught of TV with Chromecast

Mobile ad: sponsored links reign supreme master

Driven by the growth of smartphones and networks broadband wireless, the mobile advertising growing worldwide exponential. According to the latest figures from IHS, it grew into the world of 82.8% between 2011 and 2012 to 6,889 billion euros.

As in the pub online, some regions are ahead of others. The Asia-Pacific region is in the lead with a turnover of 2.76 billion euros but the fastest is to look on the side of North America, with a market that spends 1.3 billion to 2.74 billion euros. The Western Europe is lagging behind with only 1.16 billion euros (16.9 per cent expenditure compared to 16.2% a year earlier).

And as in online advertising, sponsored links which are the most used. According to IHS, the research represents 52.8% of revenues compared to 51.1% a year earlier.

 

Advertising extension of the PC?

This growth benefit to a single player: Google. The giant very clearly dominates this market: according to a study by eMarketer, it will make this year 56% of the shares of the mobile advertising market after having won 52% of the market in 2012.

Moreover, North America represents the first market of the 'mobile search' with 1.5 billion euros generated $ 1.3 billion in Asia-Pacific and 698 million in Western Europe. But in terms of weight in revenues, sponsored links represent 60% of the total in Western Europe compared to 59% in North America.

Display (banners) focus 38.7% of expenditure, it is 0.9 point increase in one year. Advertising investments related to courier withdrew from 11.1% to 8.5% of the total. Still popular in the emerging (as in Latin America with 67% of the income), they went below 5% in Asia-Pacific.

 

These figures grow to certain questions. The mobile is as an extension of the PC on advertising? This media yet has its specificities and specific uses. Then it might be time to imagine real new formats, native, truly intended for the users.

With more and more large, touch screens, there are in fact material to be more original (and therefore more effective) than a simple adaptation of banner or sponsored links...

See also our page
Key figures: advertising on mobile in the world

Mobile payment: 50% of transactions in Europe in 2020

White papers, studies, key figures, videos dedicated to cyber risks, cyber attacks and cyber resilience.
Discover everything here!

4 applications account for more than 50% of the traffic data mobile

We already knew that 15% of traffic global Internet now passes by mobile devices. But who benefits the most? According to the latest global report 'Citrix ByteMobile Mobile Analytics' for the second quarter of 2013, only a few elected officials take their PIN of the game.

Four applications represent 52% of the total traffic: Media Player (iOS), Safari (iOS), the App Store (iOS) and Facebook. Took a 'considerable dimension' and generates only 5% of the volume of data compared to 1% in February 2012.

5 Other applications that generate the most traffic of data, include: Instagram, Apple and Google Maps, Tumblr, Twitter and Pinterest.

Google Maps before Apple Plans except in America

Reported in the iOS universe, these 4 applications that represent only 0.0005% of the applications available on AppStore, account 80% of the volume of data generated on the Apple devices mobile! Media Player totals nearly half of this volume. Recall that 3 of these applications are the property of Apple and are installed by default on iOS devices.

Also, without much surprise, we learn that Google Maps ahead of Apple Plans, including on Apple platforms. If Apple holds an advantage in the Americas region, North American consumers preferring including Apple Maps to Google Maps (63% versus 37%), Google Maps dominates the rest of the world, with an adoption rate of 69% in the Europe region.
Citrix also highlights the growth of eBay on mobile which represents 1% of the traffic. This is the first application of electronic commerce to cross this threshold, notes the specialist.

It is also noted that YouTube concentrate 82% of mobile video traffic. The report noted that 97% of the volume of data corresponding to the mobile searches are generated by three applications: Google that crushes the competition with a share of 87%, Yahoo (8%) and Bing (2%).

Online videos: 10% of the traffic comes from mobile

Figures: This share has more than doubled in a year, according to Ooyala and the duration of the viewed videos continues to grow...

This isn't a surprise, consumption of online video is becoming more and more mobile. A boom that st of the generalization of smartphones and networks mobile broadband.

Thus a study of Ooyala spotted by our colleagues from FrenchWeb, 10% of online videos viewed worldwide in the first quarter were from a mobile terminal. This share was only 4% a year earlier.

Already more than 2 GB of video per subscriber, per month on some networks

Moreover, the users time tutoring is devoted to this activity. And watched videos are increasingly long, particularly since the shelves where 25% of views exceed one hour...

What tender yet slightly more mobile networks of the operators who are currently deploying 4G to digest this exponential. According to Ericsson, data traffic will grow the world multiplied by 12 by late 2018 due to the increasingly widespread use of online video.

Its progress should be in the order of 60% per year by late 2018. "On some networks, video consumption rises on average to 2.6 GB by subscription and by months.", points out the OEM.

Canonical preparing mobile Ubuntu with the support of eight operators

Canonical Announces the creation of an Advisory Group of the operators (Carrier Advisory Group, or CAG), whose founding members are Deutsche Telekom, Everything Everywhere, Korea Telecom, Telecom Italia, LG UPlus, Portugal Telecom, SK Telecom and "the most important Spanish international operator" (Telefónica? The editor does not specify its identity).

This group is a forum for mobile operators influence the development of Ubuntu for smartphones, indicates Canonical. Any national or international operator who so wishes can reach the CAG until the end of July; It will be then closed to new accessions.

Compatibility and the fragmentation of platforms among the points in the programme

Only members of the group will have access to early information on the projects of manufacturers for the new operating system, as well as the possibility to be partners in the launch of Ubuntu for smartphones.

The CAG is chaired independently, says Canonical, by David Wood. With 25 years of experience in the mobile industry, he currently chairs the Group of futurology London Futurists and has served on the Board of Directors of Symbian and the Open Mobile Alliance.

The Advisory Group will meet to discuss topics such as the HTML5 standards, application compatibility, models of revenue sharing between publishers, operators and manufacturers, the fragmentation of platforms, etc.

Compatibility and fragmentation are themes that are necessary, because Ubuntu mobile OS will be the fourth operating system free software will happen in mobile telephony, after Android (which dominates the market, followed by the iOS of Apple), the Google OS, Firefox OS and Sailfish (developed by start-up Jolla, Nokia alumni).

In February, Canonical has released an alpha version of its OS for smartphones and tablets, for Nexus and Nexus 4. Mark Shuttleworth, CEO of Canonical, stated on this occasion that first Ubuntu smartphones could get out early 2014.

See also our page
Key figures: the OS for smartphones

Time media: Mobile TV, but...

Expert opinion: according to a study world of InMobi, consumption of content by users is done primarily from mobile terminals but the simultaneous combination of screens is also strong.

With the rise of smartphones, the hierarchy of the time devoted to the media is upset. According to a study of InMobi (a specialist of the mobile advertising) on 15,000 Internet users from 14 countries, mobile terminals are now means of media consumption favorite, with 108 minutes on 7 hours of consumption of content per day on average.

These screens have exceeded the PC/Internet representing 93 minutes per day, just like the television which is also 93 minutes per day. The radio is far behind with 52 minutes per day, followed by tablets (37 minutes) and magazines (35 minutes).

However, this predominance of mobile devices does not mean a pure and simple uses replacement. The study highlights effect that 62% of mobile Internet enthusiasts practice the multi-display when they watch television.

Second screen

48% of respondents consult social media while watching TV, which confirms the strategic importance of the second screen for TV stations and advertisers. 46% of respondents communicate by Instant Messaging, 30% play online or listen to music, 18% are looking for additional information on products seen on TV.

"The multi-display practices are relatively comparable all population segments combined, except the polled Generation Y, aged 20 to 34, who are 69% to recognize view multiple screens at a time.", commented InMobi

"For marketers, the growing trend towards the multiscreen is a great opportunity to establish a relationship with viewers via mobile devices. Especially since those who already use mobile devices at the same time they watch television apparently seek to further experience via the tablets and smartphones. ", says Shrikant Latkar, Vice President Global Marketing of InMobi.

Bouygues Telecom will introduce the phased payment of mobile

Upon his arrival on the market, Free Mobile has distanced himself from the traditional model consisting of a subsidy of the mobile - the 4th operator has also, in vain, sued.

With the explosion of without commitment or offers "SIM Only", other operators, mainly through their brands low-cost (Ageumaa435, (b) & You...,) have also had to adopt alternatives such as the payment by instalments of the terminal.

Choice: grant, credit and sprawl

The Subscriber therefore pays a naked package, to which it can add the price of a phone. This option, Bouygues Telecom intends to offer it to consumers in a few months, from the start of September. The operator guests thus spread over 24 months the payment of their smartphone - a possible staging at B & You with 1euro.com.

For the CEO of Bouygues Telecom, this policy change is essential to develop 4G subscriptions that require a compatible smartphone - and so often a renewal.

Holding the sale of mobile to little popular credit from French subscribers, Olivier Roussat promises, with echoes, "to be more transparent", that "the monthly payment of the phone will be clearly separated from the package price.

A customer wishing to purchase an offer to Bouygues Telecom may thus choose between subsidizing, credit and therefore payments averaging.

In 2012, naked terminals in France sales have multiplied by five - mainly with the traditional players in the distribution - to reach 15% of the overall sales of mobile. The timing is therefore an opportunity for operators to retain customers.

See also our page
Key figures: French subscribers and their package price

SEO: Google will punish errors on mobile sites

Internet users are more likely to browse the Internet from a smartphone (15% of global Internet traffic), and not necessarily through a native application. For Google, it is therefore imperative to assist these users in their research.

But here, the mobile sites are far from be all optimized for mobile. The giant warns so that it will reflect in the future, to set the listing of a site on its engine, its rendering on smartphone.

Single redirection for the mobile users

Google expected to webmasters that they correct a number of errors in configuration still too frequent and annoying for surfers. First problem: bad redirects.

Usually, sites, when the user connects from a phone, switches to a specific url, a mobile version. However, inconvenience, regardless of the entry of the user page, it is too often, and systematically redirected to the homepage of the mobile site and not a specific page, in its mobile version.

"These redirection errors frustrates users whether they are looking for a Web page, a video or anything else, and our ranking changes will affect multiple types of research" wrote Google on his blog, while submitting options to remedy these errors.

404 Error pages

But site publishers will have floor on other subjects too, with cases of errors specific to smartphones.  From a classical station, sites normally display the content.

But once the access is done from a smartphone, this is an error, including 404 page that appears, CITES, for example, Google. If a mobile version of the page exists, it is this that should appear. Failing that, Google recommends to make a desktop version of the page. Display content, it is still better than nothing at all.

Google also has a grudge against the video content that will not run on mobile. And cases abound. Indeed, if a video requires Adobe Flash to engage, it may be viewed from an Android terminal (4.1 and later) or an iPhone, the two main platforms of the mobile web.

La Tribune de Thomas Husson, Forrester : Marketing mobile, faites la différence entre tablettes et smartphones !

AppId is over the quota
AppId is over the quota

Monetate a annoncé hier un doublement du trafic mobile en un an, dont notamment une augmentation de plus de 20% du trafic Web aux Etats-Unis en provenance de terminaux dits « mobiles », au premier trimestre 2013 – soit environ 10% des smartphones et 10% des tablettes !

En France aussi, le trafic mobile explose – même si la moyenne est moins élevée. Le taux de conversion sur smartphones est plus bas que sur le web et pourtant cela n’a pas l’air d’inquiéter certains responsables marketing qui continuent à ne pas optimiser l’expérience utilisateur.
Trop nombreux sont les départements marketing qui ne font pas la différence entre tablettes et smartphones. Et pourtant, les usages consommateurs et les contextes d’utilisation sont très différents.
Les tablettes sont principalement utilisées à domicile – d’abord dans le salon, ensuite dans la chambre à coucher, puis  dans la cuisine. En revanche, les smartphones sont bien davantage utilisés en situation de mobilité et dans des contextes bien différents – pour accéder rapidement à de l’information et accomplir des tâches.

"Tablet Marketing"

Il est encore trop tôt pour mesurer l’usage des iPad mini et autres tablettes  7 pouces, voire des « phablets » de type Galaxy Note, mais l’analyse des données nord-américaines  montrent que même les tablettes avec une connectivité 4G (les US sont plus en avance que l’Europe sur cette technologie) restent principalement utilisées à domicile. 

Les smartphones sont aujourd’hui disponibles pour le grand public, alors  que les tablettes dépassent seulement la taille critique.  Surtout, les smartphones sont les terminaux les plus personnels que les individus utilisent alors que les tablettes sont partagées avec d’autres membres de la famille.
Les marketers devraient davantage se servir les tablettes dans les phases de découvertes et d’explorations de leurs marques et de leurs produits, en utilisant au mieux les fonctionnalités des iPads et autres tablettes – vidéo, rich media, contenus, interfaces tactiles, extension de l’écran TV.

Le « tablet marketing » est encore naissant mais il est urgent d’adapter l’expérience au contexte de l’utilisateur – plutôt que d’adapter le contenu à la seule taille de l’écran. Les tablettes remplacent surtout aujourd’hui les PCs et leurs possesseurs passent moins de temps sur les médias imprimés. Il est temps d’optimiser le marketing mix pour toucher ces influenceurs et de préparer de nouveaux usages.

Demain, grâce aux objets connectés, les tablettes seront de plus en plus utilisées en remplacement des smartphones au sein de la maison – ouvrant de nouvelles opportunités marketing.
Le point de départ est déjà d’analyser les données de trafic et les différences de comportements entre utilisateurs de smartphones et de tablettes !
Thomas Husson est Vice-Président, Principal Analyst, au sein du cabinet d'études et de conseil Forrester Research. Il peut être suivi sur Twitter @Thomas_Husson. Ce billet est  reproduit avec l'autorisation de Forrester Research.

Lenovo pourrait se renforcer dans le mobile avec NEC

AppId is over the quota
AppId is over the quota

Les réalités du Cloud évoluent chaque jour, accédez gratuitement aux derniers articles, livres blancs, vidéos, etc... Rejoignez la communauté des experts !

Lenovo could grow in the mobile with NEC

The realities of the Cloud evolve every day, you have free access to the latest articles, books white, videos, etc... Join the community of experts!

La Tribune de Thomas Husson, Forrester : Marketing mobile, faites la différence entre tablettes et smartphones !

AppId is over the quota
AppId is over the quota

Monetate a annoncé hier un doublement du trafic mobile en un an, dont notamment une augmentation de plus de 20% du trafic Web aux Etats-Unis en provenance de terminaux dits « mobiles », au premier trimestre 2013 – soit environ 10% des smartphones et 10% des tablettes !

En France aussi, le trafic mobile explose – même si la moyenne est moins élevée. Le taux de conversion sur smartphones est plus bas que sur le web et pourtant cela n’a pas l’air d’inquiéter certains responsables marketing qui continuent à ne pas optimiser l’expérience utilisateur.
Trop nombreux sont les départements marketing qui ne font pas la différence entre tablettes et smartphones. Et pourtant, les usages consommateurs et les contextes d’utilisation sont très différents.
Les tablettes sont principalement utilisées à domicile – d’abord dans le salon, ensuite dans la chambre à coucher, puis  dans la cuisine. En revanche, les smartphones sont bien davantage utilisés en situation de mobilité et dans des contextes bien différents – pour accéder rapidement à de l’information et accomplir des tâches.

"Tablet Marketing"

Il est encore trop tôt pour mesurer l’usage des iPad mini et autres tablettes  7 pouces, voire des « phablets » de type Galaxy Note, mais l’analyse des données nord-américaines  montrent que même les tablettes avec une connectivité 4G (les US sont plus en avance que l’Europe sur cette technologie) restent principalement utilisées à domicile. 

Les smartphones sont aujourd’hui disponibles pour le grand public, alors  que les tablettes dépassent seulement la taille critique.  Surtout, les smartphones sont les terminaux les plus personnels que les individus utilisent alors que les tablettes sont partagées avec d’autres membres de la famille.
Les marketers devraient davantage se servir les tablettes dans les phases de découvertes et d’explorations de leurs marques et de leurs produits, en utilisant au mieux les fonctionnalités des iPads et autres tablettes – vidéo, rich media, contenus, interfaces tactiles, extension de l’écran TV.

Le « tablet marketing » est encore naissant mais il est urgent d’adapter l’expérience au contexte de l’utilisateur – plutôt que d’adapter le contenu à la seule taille de l’écran. Les tablettes remplacent surtout aujourd’hui les PCs et leurs possesseurs passent moins de temps sur les médias imprimés. Il est temps d’optimiser le marketing mix pour toucher ces influenceurs et de préparer de nouveaux usages.

Demain, grâce aux objets connectés, les tablettes seront de plus en plus utilisées en remplacement des smartphones au sein de la maison – ouvrant de nouvelles opportunités marketing.
Le point de départ est déjà d’analyser les données de trafic et les différences de comportements entre utilisateurs de smartphones et de tablettes !
Thomas Husson est Vice-Président, Principal Analyst, au sein du cabinet d'études et de conseil Forrester Research. Il peut être suivi sur Twitter @Thomas_Husson. Ce billet est  reproduit avec l'autorisation de Forrester Research.

Mobile satisfaction index: Apple down, Samsung up in the United States

The realities of the Cloud evolve every day, you have free access to the latest articles, books white, videos, etc... Join the experts community!

La Tribune de Thomas Husson, Forrester: mobile Marketing, made the difference between tablets and smartphones!

Monetate yesterday announced a doubling of mobile traffic in a year, including an increase of more than 20% of Web traffic in the United States from so-called "mobile" terminals, in the first quarter of 2013 - approximately 10% of smartphones and 10% of the shelves!

In France also, mobile traffic explodes - even if the average is lower. The conversion rate on smartphones is lower than on the web, and yet it did not seem to worry some marketers who continue to do not optimize the user experience.
There are too many marketing departments who do not the difference between tablets and smartphones. And yet, the consumer uses and contexts of use are very different.
The tablets are mainly used at home - first in the living room, then in the bedroom, and then in the kitchen. On the other hand, smartphones are much more used in situation of mobility and in many different contexts - to access quickly to information and complete tasks.

"Tablet Marketing"

It is still too early to measure the use of the iPad mini and other 7-inch tablets, or even of «phablets» of type Galaxy Note, but the analysis of North American data show that even the shelves with 4 G connectivity (the US are more advanced than Europe on this technology) remain mostly used at home.

Smartphones are now available to the general public, while shelves beyond only the critical size.  Above all, smartphones are the terminals more personal that individuals use while the shelves are shared with other members of the family.
Marketers should use the tablets in the phases of discoveries and explorations of their brands and their products, using the best features of iPads and other Tablet - video, rich media, content, touch interfaces, extension of the TV screen.

The tablet marketing"is still nascent but it is urgent to tailor the experience to the user context - rather than adapting content to the size of the screen. Tablets replace especially today PCs and their owners spend less time on print media. It is time to optimize the marketing mix to reach these influencers and prepare new uses.

Tomorrow, through the connected objects, tablets will be increasingly used in place of smartphones within the home - opening up new marketing opportunities.
The starting point is already analyzing the traffic data and the differences in behaviour between users of smartphones and tablets!
Thomas Husson is Vice President, Principal Analyst, the firm studies and consultancy Forrester Research. It can be followed on Twitter @Thomas_Husson. This post is reproduced with the permission of Forrester Research.

Sales of smartphones than those of conventional mobile phones this year

Figures: According to DisplaySearch, the first will transpire to 937 million copies in 2013 against 899 million for the latter.

Already announced us for 2012 but the toggle will take place this year. According to DisplaySearch, sales of smartphones will exceed sales of conventional mobile and feature-phones this year.

Specifically, the first will transpire to 937 million copies compared to 899 million for the latter. These are the emerging countries that accelerate the movement, as well as the adoption of the 4 G.

Ever larger screens

According to the research firm, very mobile broadband-compatible terminals will represent 23% of the market. Suddenly, the appetite for the terminals to large screens will grow.

Terminals equipped with 4 and 5-inch screens will represent 57% of sales. Even larger screens hisseront 16% of sales. What strengthen the ambitions of manufacturers in the phablets market.

See also our page
Key figures: sales of mobile and smartphones