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Caratteristiche e finalità




                      CONSUMER VAS MONITORING - ITALY
                      IIII QUARTER 2010
                                        "The Iphone Case"
                      December 2010

1
METHODOLOGY


    QUANTITATIVE RESEARCH VIA C.A.W.I.

         –    SURVEY TECHNIQUE self-completion online questionnaire and data acquirement via C.A.W.I.
              using Nextplora Dynamic Survey System survey platform

         –  SAMPLE PROFILE Internet users (+15 YO) which rapresent Italian Internet population, user mobile
              phone

                     TOTAL SAMPLE SIZE  5.017 (Statistical error at 95%: +/- 1,4%)
                     UNIVERSE  22.635.752
                     QUOTED BY: Gender, age, living area, Internet connection at home, Mobile Operator used
                      last 30 days



    FIELD TIME from the 7th to the 21st of October 2010




     2
TYPE OF INPUT: SMARTPHONE DEFINITION
   UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017)



                             And as regards the kind of keyboard, your main mobile phone is…?
                           And as regards the kind of keyboard, your secondary mobile phone is…?



                                                    0%           25%         50%      75%          100%


                                                                   22
 Full touch (without keyboard, only virtual keys)                   24                                      48%    users of at
                                                                      29                                  least one Full-Touch /
                                                           7                                                  Semi-Touch /
Semi-touch standard (display active to touch and
        standard physical keyboard T9)
                                                         5                                                  QWERTY / Semi—
                                                         4
                                                                                                             QWERTY mobile
 Semi-touch qwerty (display active to touch and
                                                         5                                                        phone
                                                         5
      standard physical keyboard qwerty)
                                                          7


                                      Traditional
                                                                                          73
                                                                                          73              10.8M users
                                                                                     66                      (+18% vs Q2)
                                                             6
                              Traditional qwerty             7
                                                             6
                                                         3
                         Traditional semi-qwerty         2
                                                         2

                                     Q1 2010             Q2 2010           Q3 2010



   3
DRIVERS OF CHOICE: SMARTPHONE BRANDS
 UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767




                                                             TOTAL                                 SMARTPHONE BRAND
                                                          SMARTPHONE
                                                                            NOKIA      SAMSUNG         LG        APPLE         HTC   RIM
Price                                                          42              48        56      70                 8          30    18
Brand                                                          42              52        44      31                48          28    26
Display                                                        39              39        41      49                45          38    42
Stylish                                                        39              36        51      39                46          31    29
Camera, videocamera                                            34              42        36      37                28          33    10
                                                                             Iphone outperforms
Internet access                                                33              33        25      17                56          44    67
                                                                              with any driver of
Wi-Fi connection                                               33              37        21      15                61          69    22
GPS / Navigator                                                28              34
                                                                                  choice15 the 7
                                                                                          vs                       46          50    36
Music capabilities                                             27
                                                                             average, except for
                                                                               29        28      31                35          20     2
Form type                                                      24              battery duration,33
                                                                               21        31                        25          17    28
Keys/buttons/touch                                             22            camera and form of
                                                                               26        27      26                12          16    15
Battery life                                                   22              21 typing 24
                                                                                          inputs 21                16          17    41
Operating system                                               19              13        13       8                43          50    29
Durability                                                     19              19        20       9                17          19    28
Color                                                          19              17        27      33                11          16    13
Office functions                                               19              17        10       2                35          37    46
Sound quality                                                  18              21        19      17                25          13    10
Speed of connection                                            16              16        14       7                25          24    16




The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

 4
DRIVERS OF CHOICE: ACTIVITIES / SMARTPHONE BRANDS
  UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767

Thinking about all the activities you can do with your phone (e-mail, Internet surfing, instant messaging, listening to
                    music), which services in particular have led you to choose your main phone?

                                                                                                SMARTPHONE BRAND
                                              TOTAL SMARTPHONE
                                                                      NOKIA       SAMSUNG          LG          APPLE            HTC   RIM

Voice call                                             65               60            72           66           60              64    76
SMS / MMS                                              63               57            72           75           60              59    69
Foto/Video                                             48               55            59           63           45              34    21
To listen music                                        37               41            44           45           36              36    17
Microbrowsing                                          35               36            30           20           62              60    30
GPS / Navigator                                        34              Iphone outperforms with
                                                                       39          22          9                60              51    52
                                                                       any activity as a driver of
Email                                                  30              30          18         18                57              48    53
                                                                         choice vs the average,
Social Network                                         22              19          22
                                                                       being considerably more 9                42              24    20
Download games, music, applications                    21              24 usable19  than avg 17                 33              24    5
To play games                                          21               21            17           18           40              20    6
Instant Messaging                                      19               20            14           10           36              22    22
Video-call                                             15               17            12           14           19              20    5
Watch Video (Youtube, podcast)                         13               14            9             1           26              9     15
None of them                                            3                2            3             5            1              5     3



 The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

  5
MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017)


Which is the first brand are you going to consider next time? Which other brand are you going to consider next
                                                     time?
                             FIRST CHOICE                                                NET – FIRST/SECOND CHOICE


                    0%                25%   50%   75%        100%                        0%             25%          50%    75%        100%

                                             48                                                                            64
           Nokia                             47                                 Nokia                                      64
                                            45                                                                             64
                                 12                                                                           27
 Apple (iPhone)                  13                                          Samsung                           30
                                  14                                                                            32
                             10                                                                           24
        Samsung              11                                        Apple (iPhone)                     24
                              13                                                                          25
                         4       Iphone ranks two as the first                                     12
      Blackberry         5                                                 Blackberry              12
                         5       choice, but goes third when also                                   14
                         3       considering the second choice.                                 10
        Motorola         3                                                   Motorola           10
                         3                                                                      10
                         3                                                                    7
            HTC          3                                              Sony Ericsson         8
                         3                                                                    8
                         3                                                                    6
 Lg Electronics          2                                                       HTC           8
                         2                                                                    8
                         2                              Q1 2010                               7                                   Q1 2010
    Sony Ericsson        3                                              Lg Electronics        6
                         2                              Q2 2010                               7                                   Q2 2010
                                 12                     Q3 2010                                    12                             Q3 2010
     I don't know                12                                      I don't know              12
                             9                                                                9


6
MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) / NOKIA USERS 12.301.410 (cases 2.727)


Which is the first brand are you going to consider next time? Which other brand are you going to consider next
                                                     time?
                                         Total                                       BRAND IN USE
                                        Mobile                                                Sony
                                                   Nokia      Motorola Samsung        Lg                  Apple       HTC        RIM
                                        users                                               Ericsson
MOST CONSIDERED BRAND (FIRST CHOICE)    Column %   Column %   Column %   Column %   Column %   Column %   Column %   Column %   Column %
               Nokia                      45         59       33        32      39       27       16      21       19
              Motorola                     3          2       19         1       4        4        3       3        2
              Samsung
                                                        Iphone is mostly considered alternative choice by ¼ of HTC and RIM users,
                                          13          9 and almost 60% 31 currents users 10
                                                              17        of      10       would repeat the 7
                                                                                                   3       purchase3
                 Lg                        2          1        3         2      12        4        1       1        -
            Sony Ericsson                  2          2        1         -       2       14        4       1        2
               Apple                      14         12        9        11      12       12       58      24       26
                HTC                        3          2        1         4       2        5        5      35        5
                RIM                        5          5        4         7       7        5        4       -       31

                                         Total                                       BRAND IN USE
                                        Mobile                                                Sony
                                                   Nokia      Motorola Samsung        Lg                  Apple       HTC        RIM
                                        users                                               Ericsson
CONSIDERED BRANDS (1st/2nd CHOICE)      Column %   Column %   Column %   Column %   Column %   Column %   Column %   Column %   Column %
               Nokia                      64         75         52         57         56         57         39         46         54
              Motorola                    10          7         35          6          8          7          4          9          7
              Samsung                     32         30         32         52         29         23         15         23         11
                 Lg                        7          5          6          7         30          4          4          3          -
            Sony Ericsson                  8          8          7          6          3         23          5          3         11
               Apple                      25         26         16         21         20         20         66         35         36
                HTC                        8          7          4          7          5          9         19         55          8
                RIM                       14         13         13         14         14         10         21          5         44




7
ACTUAL REASONS TO USE INTERNET VAS /2
   UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)


              And now, why do you use [browsing / the email / Social Network / IM] from your mobile phone?




                                                                                                Brand
                                               TOTAL
                                             INTERNET
                                                VAS                  … Smartphone                  … Smartphone
                                                           Nokia                       Samsung                    Apple   HTC   RIM
                                                                         Nokia                        Samsung

It's comfortable / practical                     41          38            42             35            33         62     47    45
When I'm around                                  41          41            39             39            37         45     48    51

The phone is always on                           37          38            40             35            37         51     47    32
When I have no other way to access to
                                                 36          39
                                                                         Iphone users36
                                                                           37
                                                                                       rewards the
                                                                                                 32                34     28    21
Internet                                                                  usability more than any
Just to spend time                               27          27            29         33
                                                                          other brands and higher33                29     29    20

                                                                           26 than the27
                                                                                       average 26
I have a good rate / included data-traffic
                                                 25          24                                                    38     30    20
for free
I do it to be always updated, always
                                                 24          22            24             20            20         35     23    21
connected
It's free                                        22          25            26             21            23         19     20    21
Many people I know do it                          8          7             10             11            11         7       6    2
I was tainted by advertising                      7          5             7              14            16         6       0    7




   8
OVERALL USER EXPERIENCE OF INTERNET VAS FROM CELL. (last 30 days)
   UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)



Thinking about your experience of [browsing / the email / Social Network / IM] with your cell., how much do you agree or
                           disagree with the following statements? “I am overall satisfied”
  USER          7.015K            3.586K          1.887K       1.245K            954K             1.057K           342K             666K
VAR TOP1        +3 ppt            +5 ppt          +13 ppt       -8 ppt          -15 ppt           -1 ppt          +21 ppt          +6 ppt
VAR TOP2        +2 ppt            -1 ppt            Iphone
                                                   +2 ppt    are strongly
                                                                +3 ppt         more
                                                                                +7 ppt            -6 ppt          +20 ppt         +15 ppt

       100%         2                2
                                                  satisfied than3the average,
                                                    2                      1                                                         3
                    5                               4           4          5                         5                7
                                     5             but the novelty effect is                                                         7
                                                   17 slowly reducing     16                         15              13
                   17               18                         17
       75%



                                                                                                     41              37             60
                   49                               44
       50%                          48                             55               54




       25%
                                                                                                     41              43
                   28                               33                                                                              31
                                    26                             22               24

        0%

              Total Internet       Nokia      … Smartphone      Samsung       … Smartphone         Apple            HTC            RIM
                   VAS                            Nokia                          Samsung

                                                                                  Brand
                               Not at all agree    Few disagree      Somewhat agree          Mostly agree       Extremely agree
  The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

   9
DETAILED USER EXPERIENCE OF MICROBROWSING FROM CELL.
     UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)


 Thinking about your experience of […] with your cell., how much do you agree or disagree with the following statements?

 VAR vs Q2
   Vital         +3   ppt      +4 ppt          +6   ppt         +3 ppt          +2 ppt           -8 ppt              +13   ppt     +5 ppt
Convenient       +5   ppt      +3 ppt          +7   ppt        +16 ppt         +21 ppt           -9 ppt              +10   ppt    +15 ppt
   Easy          +3   ppt      +3 ppt          +5   ppt         +9 ppt         +12 ppt           -7 ppt              +12   ppt    +12 ppt
   Fast          +2   ppt         -            +7   ppt        +10 ppt          +8 ppt          -10 ppt              +17   ppt    +18 ppt


     100   % - Top Two                                 Iphone causes                                                                96
                                                                                                                         92
                                                 85
                                                    indispensability and                           87
                   84            83                           83           84                                              82            84
                                               addiction in microbrowsing,
                                                 but the activity and the 73                           75
      75               69                                       71
                                                   67                                         68
                                     65           perception of value is
                                                            63           65                                                        64
                                             62                        60                       59                6158
               5658                            59 under consolidation.
                                                          57                                                                     58
                              5554
      50




      25




       0

             Total Internet    Nokia      … Smartphone        Samsung      … Smartphone         Apple                HTC           RIM
                  VAS                         Nokia                           Samsung

                                                                                Brand
                               I could do without it never again     It is convenient     It is easy        It is fast

     10
DOWNLOAD MARKET SHARE (last 30 days) /OEM
       UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033)




                             SHARE                                                                BRAND OEM


                                                                                           Iphone downloaders are
100%                                                               7.000                       always second in
            17                    18         16         12                                   ranking after Nokia's
                       20
                                                        5          6.000                    ones, except for music                 OTHER
                                             3
             4
                        3
                                   1
                                   4         3          5                                   where Samsung wins...                  RIM
             4          2
75%                                                                          971                                                   HTC
                                             16                    5.000
                       13                                                                                                          APPLE
            17                    21                    23                   232
                                                                             230                                                   LG
                        3                    5
                                                                   4.000                                                           SAMSUNG
             4                                                               966
                                   4                    4                                                                          NOKIA
50%                    17
                                             18
            16                    12                    12
                                                                             256
                                                                   3.000
                                                                                                                        375
                                                                             900                                        158
                                                                                                                        168
                                                                                                    449
                                                                   2.000                                      337       719
                                                                                                    108
25%
                                                                                                    515       335       124
                       42         39         39                                         313                             374
            38                                          38                                           90       117
                                                                   1.000     2.170      203         295       385
                                                                                        260
                                                                                                    944                 1.172
                                                                                        655                   845
 0%                                                                   0
         Download Ringtones /    Game       Music   Application            Download Ringtones /    Game      Music   Application
           (NET)     Logos                                                   (NET)     Logos




       11
PAID / FREE CONTENTS
   UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033)


                  Thinking about the contents you downloaded on your mobile phone in the last 30 days…


                  TOTAL DOWNLOAD                                                             BY OEM


                                                                           100%
                                                                                     5         4                               6
                   Only paid
                                                                                                                     28
                   contents                                                         24         26
                       4                                                                                  40
Both free and                                                               75%
paid contents
      26


                                                                            50%
                                                                                                                              94

                                                                                    71         70                    72
                                                                                                          60
                                                                            25%
                                                    Only free
                                                    contents
                                                       70
                                                                            0%
                                                                                  NOKIA     SAMSUNG      APPLE      HTC       RIM
                                            ...but Apple users
                                         purchase more than the                                 Only free contents
                                                                                                Both free and paid contents
                                                  others
                                                                                                Only paid contents


    12
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        Viale Toscana 13 B
          20136 - Milano
      Tel. +39 02 83111.31
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      come@nextplora.com




13

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Mobile next iii quarter 2010-i_phone case

  • 1. Caratteristiche e finalità CONSUMER VAS MONITORING - ITALY IIII QUARTER 2010 "The Iphone Case" December 2010 1
  • 2. METHODOLOGY   QUANTITATIVE RESEARCH VIA C.A.W.I. –  SURVEY TECHNIQUE self-completion online questionnaire and data acquirement via C.A.W.I. using Nextplora Dynamic Survey System survey platform –  SAMPLE PROFILE Internet users (+15 YO) which rapresent Italian Internet population, user mobile phone   TOTAL SAMPLE SIZE  5.017 (Statistical error at 95%: +/- 1,4%)   UNIVERSE  22.635.752   QUOTED BY: Gender, age, living area, Internet connection at home, Mobile Operator used last 30 days   FIELD TIME from the 7th to the 21st of October 2010 2
  • 3. TYPE OF INPUT: SMARTPHONE DEFINITION UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) And as regards the kind of keyboard, your main mobile phone is…? And as regards the kind of keyboard, your secondary mobile phone is…? 0% 25% 50% 75% 100% 22 Full touch (without keyboard, only virtual keys) 24 48% users of at 29 least one Full-Touch / 7 Semi-Touch / Semi-touch standard (display active to touch and standard physical keyboard T9) 5 QWERTY / Semi— 4 QWERTY mobile Semi-touch qwerty (display active to touch and 5 phone 5 standard physical keyboard qwerty) 7 Traditional 73 73 10.8M users 66 (+18% vs Q2) 6 Traditional qwerty 7 6 3 Traditional semi-qwerty 2 2 Q1 2010 Q2 2010 Q3 2010 3
  • 4. DRIVERS OF CHOICE: SMARTPHONE BRANDS UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767 TOTAL SMARTPHONE BRAND SMARTPHONE NOKIA SAMSUNG LG APPLE HTC RIM Price 42 48 56 70 8 30 18 Brand 42 52 44 31 48 28 26 Display 39 39 41 49 45 38 42 Stylish 39 36 51 39 46 31 29 Camera, videocamera 34 42 36 37 28 33 10 Iphone outperforms Internet access 33 33 25 17 56 44 67 with any driver of Wi-Fi connection 33 37 21 15 61 69 22 GPS / Navigator 28 34 choice15 the 7 vs 46 50 36 Music capabilities 27 average, except for 29 28 31 35 20 2 Form type 24 battery duration,33 21 31 25 17 28 Keys/buttons/touch 22 camera and form of 26 27 26 12 16 15 Battery life 22 21 typing 24 inputs 21 16 17 41 Operating system 19 13 13 8 43 50 29 Durability 19 19 20 9 17 19 28 Color 19 17 27 33 11 16 13 Office functions 19 17 10 2 35 37 46 Sound quality 18 21 19 17 25 13 10 Speed of connection 16 16 14 7 25 24 16 The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 4
  • 5. DRIVERS OF CHOICE: ACTIVITIES / SMARTPHONE BRANDS UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767 Thinking about all the activities you can do with your phone (e-mail, Internet surfing, instant messaging, listening to music), which services in particular have led you to choose your main phone? SMARTPHONE BRAND TOTAL SMARTPHONE NOKIA SAMSUNG LG APPLE HTC RIM Voice call 65 60 72 66 60 64 76 SMS / MMS 63 57 72 75 60 59 69 Foto/Video 48 55 59 63 45 34 21 To listen music 37 41 44 45 36 36 17 Microbrowsing 35 36 30 20 62 60 30 GPS / Navigator 34 Iphone outperforms with 39 22 9 60 51 52 any activity as a driver of Email 30 30 18 18 57 48 53 choice vs the average, Social Network 22 19 22 being considerably more 9 42 24 20 Download games, music, applications 21 24 usable19 than avg 17 33 24 5 To play games 21 21 17 18 40 20 6 Instant Messaging 19 20 14 10 36 22 22 Video-call 15 17 12 14 19 20 5 Watch Video (Youtube, podcast) 13 14 9 1 26 9 15 None of them 3 2 3 5 1 5 3 The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 5
  • 6. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) Which is the first brand are you going to consider next time? Which other brand are you going to consider next time? FIRST CHOICE NET – FIRST/SECOND CHOICE 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% 48 64 Nokia 47 Nokia 64 45 64 12 27 Apple (iPhone) 13 Samsung 30 14 32 10 24 Samsung 11 Apple (iPhone) 24 13 25 4 Iphone ranks two as the first 12 Blackberry 5 Blackberry 12 5 choice, but goes third when also 14 3 considering the second choice. 10 Motorola 3 Motorola 10 3 10 3 7 HTC 3 Sony Ericsson 8 3 8 3 6 Lg Electronics 2 HTC 8 2 8 2 Q1 2010 7 Q1 2010 Sony Ericsson 3 Lg Electronics 6 2 Q2 2010 7 Q2 2010 12 Q3 2010 12 Q3 2010 I don't know 12 I don't know 12 9 9 6
  • 7. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) / NOKIA USERS 12.301.410 (cases 2.727) Which is the first brand are you going to consider next time? Which other brand are you going to consider next time? Total BRAND IN USE Mobile Sony Nokia Motorola Samsung Lg Apple HTC RIM users Ericsson MOST CONSIDERED BRAND (FIRST CHOICE) Column % Column % Column % Column % Column % Column % Column % Column % Column % Nokia 45 59 33 32 39 27 16 21 19 Motorola 3 2 19 1 4 4 3 3 2 Samsung Iphone is mostly considered alternative choice by ¼ of HTC and RIM users, 13 9 and almost 60% 31 currents users 10 17 of 10 would repeat the 7 3 purchase3 Lg 2 1 3 2 12 4 1 1 - Sony Ericsson 2 2 1 - 2 14 4 1 2 Apple 14 12 9 11 12 12 58 24 26 HTC 3 2 1 4 2 5 5 35 5 RIM 5 5 4 7 7 5 4 - 31 Total BRAND IN USE Mobile Sony Nokia Motorola Samsung Lg Apple HTC RIM users Ericsson CONSIDERED BRANDS (1st/2nd CHOICE) Column % Column % Column % Column % Column % Column % Column % Column % Column % Nokia 64 75 52 57 56 57 39 46 54 Motorola 10 7 35 6 8 7 4 9 7 Samsung 32 30 32 52 29 23 15 23 11 Lg 7 5 6 7 30 4 4 3 - Sony Ericsson 8 8 7 6 3 23 5 3 11 Apple 25 26 16 21 20 20 66 35 36 HTC 8 7 4 7 5 9 19 55 8 RIM 14 13 13 14 14 10 21 5 44 7
  • 8. ACTUAL REASONS TO USE INTERNET VAS /2 UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555) And now, why do you use [browsing / the email / Social Network / IM] from your mobile phone? Brand TOTAL INTERNET VAS … Smartphone … Smartphone Nokia Samsung Apple HTC RIM Nokia Samsung It's comfortable / practical 41 38 42 35 33 62 47 45 When I'm around 41 41 39 39 37 45 48 51 The phone is always on 37 38 40 35 37 51 47 32 When I have no other way to access to 36 39 Iphone users36 37 rewards the 32 34 28 21 Internet usability more than any Just to spend time 27 27 29 33 other brands and higher33 29 29 20 26 than the27 average 26 I have a good rate / included data-traffic 25 24 38 30 20 for free I do it to be always updated, always 24 22 24 20 20 35 23 21 connected It's free 22 25 26 21 23 19 20 21 Many people I know do it 8 7 10 11 11 7 6 2 I was tainted by advertising 7 5 7 14 16 6 0 7 8
  • 9. OVERALL USER EXPERIENCE OF INTERNET VAS FROM CELL. (last 30 days) UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555) Thinking about your experience of [browsing / the email / Social Network / IM] with your cell., how much do you agree or disagree with the following statements? “I am overall satisfied” USER 7.015K 3.586K 1.887K 1.245K 954K 1.057K 342K 666K VAR TOP1 +3 ppt +5 ppt +13 ppt -8 ppt -15 ppt -1 ppt +21 ppt +6 ppt VAR TOP2 +2 ppt -1 ppt Iphone +2 ppt are strongly +3 ppt more +7 ppt -6 ppt +20 ppt +15 ppt 100% 2 2 satisfied than3the average, 2 1 3 5 4 4 5 5 7 5 but the novelty effect is 7 17 slowly reducing 16 15 13 17 18 17 75% 41 37 60 49 44 50% 48 55 54 25% 41 43 28 33 31 26 22 24 0% Total Internet Nokia … Smartphone Samsung … Smartphone Apple HTC RIM VAS Nokia Samsung Brand Not at all agree Few disagree Somewhat agree Mostly agree Extremely agree The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 9
  • 10. DETAILED USER EXPERIENCE OF MICROBROWSING FROM CELL. UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555) Thinking about your experience of […] with your cell., how much do you agree or disagree with the following statements? VAR vs Q2 Vital +3 ppt +4 ppt +6 ppt +3 ppt +2 ppt -8 ppt +13 ppt +5 ppt Convenient +5 ppt +3 ppt +7 ppt +16 ppt +21 ppt -9 ppt +10 ppt +15 ppt Easy +3 ppt +3 ppt +5 ppt +9 ppt +12 ppt -7 ppt +12 ppt +12 ppt Fast +2 ppt - +7 ppt +10 ppt +8 ppt -10 ppt +17 ppt +18 ppt 100 % - Top Two Iphone causes 96 92 85 indispensability and 87 84 83 83 84 82 84 addiction in microbrowsing, but the activity and the 73 75 75 69 71 67 68 65 perception of value is 63 65 64 62 60 59 6158 5658 59 under consolidation. 57 58 5554 50 25 0 Total Internet Nokia … Smartphone Samsung … Smartphone Apple HTC RIM VAS Nokia Samsung Brand I could do without it never again It is convenient It is easy It is fast 10
  • 11. DOWNLOAD MARKET SHARE (last 30 days) /OEM UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033) SHARE BRAND OEM Iphone downloaders are 100% 7.000 always second in 17 18 16 12 ranking after Nokia's 20 5 6.000 ones, except for music OTHER 3 4 3 1 4 3 5 where Samsung wins... RIM 4 2 75% 971 HTC 16 5.000 13 APPLE 17 21 23 232 230 LG 3 5 4.000 SAMSUNG 4 966 4 4 NOKIA 50% 17 18 16 12 12 256 3.000 375 900 158 168 449 2.000 337 719 108 25% 515 335 124 42 39 39 313 374 38 38 90 117 1.000 2.170 203 295 385 260 944 1.172 655 845 0% 0 Download Ringtones / Game Music Application Download Ringtones / Game Music Application (NET) Logos (NET) Logos 11
  • 12. PAID / FREE CONTENTS UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033) Thinking about the contents you downloaded on your mobile phone in the last 30 days… TOTAL DOWNLOAD BY OEM 100% 5 4 6 Only paid 28 contents 24 26 4 40 Both free and 75% paid contents 26 50% 94 71 70 72 60 25% Only free contents 70 0% NOKIA SAMSUNG APPLE HTC RIM ...but Apple users purchase more than the Only free contents Both free and paid contents others Only paid contents 12
  • 13. Nextplora S.p.A. Viale Toscana 13 B 20136 - Milano Tel. +39 02 83111.31 Fax +39 02 83111.345 www.nextplora.com come@nextplora.com 13