Mobile Cloud Applications & Services: Monetising Enterprise & Consumer Markets 2009-2014

Published by: Juniper Research Limited

Published: Jan. 1, 2010 - 94 Pages

Table of Contents

Glossary & Definitions

Executive Summary

ES1 Introduction

ES2 What This Report Covers

ES3 The Market For Mobile Cloud Applications

ES3.1Drivers of Mobile Cloud Computing

Table ES1: Key Drivers of Mobile Cloud Computing

ES3.2The Market for Cloud-Based Applications

i. The Market for Cloud-Based Enterprise Applications

Figure ES1: Revenues from Mobile Enterprise Cloud-Based Applications ($m) Split by 8 Key Regions 2009-2014

Table ES2: Revenues from Mobile Enterprise Cloud-Based Applications ($m) Split by 8 Key Regions 2009-2014

ii. The Market for Cloud-Based Consumer Applications

a. Time-Based Subscription Revenues

Figure ES2: Time-Based Subscription Revenues from Cloud-Based Consumer Application Split by 8 Key Regions 2009-2014

Table ES3: Time-Based Subscription Revenues from Cloud-Based Consumer Application Split by 8 Key Regions 2009-2014

b. Advertising Revenues

Figure ES3: Total Advertising Revenues ($m) on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014

Table ES4: Total Advertising Revenues ($m) on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014

iii. Total Revenues from Cloud-Based Applications

Figure ES4: Total Market for Cloud-Based Applications Split by Consumer & Enterprise 2009-2014

Table ES5: Total Market for Cloud-Based Applications Split by Consumer & Enterprise 2009-2014

ES4 Strategic Recommendations

ES4.1 Service Providers

i. Should Consider Open Source Cloud Platforms

ii. Need to Increase Confidence in Cloud Computing

ES4.2 Network Operators

i. Should Consider Leveraging their IT Infrastructure to Offer Infrastructure as a Service

ii. Should Develop PaaS Strategies

iii. Reconsider their Data Pricing Strategies

1. The Rise of the Mobile Cloud

1.1 Introduction

1.2 Cloud Computing - An Introduction

1.3 The Opportunity for Cloud Computing

1.3.1 Less Capex, More Flexibility: The Key Drivers of Cloud Computing

i. Case Study: Google Chrome

1.4 Tiers of a Cloud

Figure 1.1: Schematic of Basic Cloud Computing Stack

1.4.1 Clients

i. Thin Clients

a. Case Study: Soonr

ii. Browser-based Applications

a. Case Study: Google Gmail

b. Case Study: Mozilla Firefox

iii. The Future: Browser or Thin Client?

1.4.2 Software as a Service (SaaS)

i. Case Study: Apple’s MobileMe

Figure 1.2: Apple MobileMe

ii. Case Study: Funambol

a. Mobile We

b. SyncML-based Client for Android

iii. Case Study: NetSuite

1.4.3 Platform as a Service (PaaS)

i. Case Study - Windows Azure

Figure 1.3: Microsoft Azure Platform

ii. Case Study: salesforce.com & Force.com

a. salesforce.com

b. Force.com

1.4.4 Cloud Infrastructure - The Provision of Computing Resources

i. Case Study: HP Adaptive Infrastructure

ii. Case Studies: Amazon Web Services

Figure 1.4: Bandwidth Consumed by Amazon Web Services Compared to Bandwidth Consumed by Amazon Global Websites

1.5 Drivers of Mobile Cloud Computing

1.5.1 Launch of HTML5

1.5.2 The Rise of Mobile Internet

Figure 1.5: Percentage of Mobile Users Who Access the Internet Via the Handset Split by 8 Key Regions, 2006-2014

1.5.3 The Rise of the App Store

Figure 1.6: App Store Cumulative Downloads (m), 2008-2010

Figure 1.7: Share of App Downloads by Distribution Channel, 2008 (2.1 bn downloads)

Figure 1.8: Share of App Downloads by Distribution Channel, 2009 (5.8 bn downloads)

i. Apple and Cloud Synching

1.5.4 Most Mobile Handsets Lack the Processing Power for Thick Clients

1.5.5 Cloud is Multiplatform…

1.5.6

i. Case Study: The OMA and Smartcard Web Server

1.5.7 Users are Increasingly Using Mobiles to Store and Access Personal Data

1.5.8 Cloud Enables Enterprise Mobility

1.5.9 The Rise of Social Networking

Figure 1.9: Mobile Social Networking Users (m) Split by 8 Key Regions, 2006-2014

1.5.10 Data Charges Are Being Reduced

2. A Cloud-Based Ecosystem?

2.1 An Ecosystem in Transition

2.1.1 Apps Stores have Eroded the Role of Operator as Gatekeeper

Figure 2.1: Traditional Value Chain of Mobile Content

Figure 2.2: Mobile Content Value Web

Figure 2.3: App Store Value Chain

2.1.2 Cloud has Continued the Erosion

Figure 2.4: Cloud-Based App Delivery Model

2.2 Opportunities Across a Cloud-Based Ecosystem

2.2.1 Opportunities for Operators

i. Operator as Cloud Provider: Infrastructure as a Service

a. Case Study: Verizon

ii. Operator as Cloud Provider: Platform as a Service

a. Case Study: Vodafone 360

Figure 2.5: Vodafone 360 H1 by Samsung

b. Case Study: JIL (Joint Innovation Lab)

2.2.2 Opportunities for New Entrants

i. Case Study: Best Buy

ii. Google: The Key Beneficiary of a Cloud-Based Approach?

iii. Apple: Moving Towards the Cloud?

2.2.3 Opportunities for Developers

i. Case Study: GSMA OneAPI Initiative

ii. Case Study: OMTP BONDI

2.3 A Global Opportunity: Cloud in Developing Markets

2.3.1 Case Study: Microsoft’s OneApp

3. Market Forecasts - Enterprise Applications

3.1 Introduction

3.1.1 The Rise of Enterprise

3.2 Methodology

Figure 3.1: Forecast Methodology for Cloud-Based Enterprise Revenues

3.3 Mobile Cloud-Based Enterprise Application Subscribers

3.3.1 Mobile Enterprise Subscriber Base

Figure 3.2: Mobile Enterprise Subscriber Base (m) Split by 8 Key Regions 2009-2014

Table 3.1: Mobile Enterprise Subscriber Base (m) Split by 8 Key Regions 2009-2014

Table 3.2: Percentage of Mobile Enterprise Customers Who Subscribe to Cloud-Based Enterprise Applications 2009-2014

Figure 3.3: Total Number of Customers (m) Who Subscribe to Mobile Enterprise Cloud-Based

Applications at the End of Each Year Split by 8 Key Regions 2009-2014

Table 3.3: Total Number of Customers (m) Who Subscribe to Mobile Enterprise Cloud-Based

Applications at End of Each Year Split by 8 Key Regions, 2009-2014

3.4 Mobile Cloud - Enterprise Applications Revenues

3.4.1 Cost per Subscription

Table 3.4: Cloud-Based Enterprise Applications, Cost Per Subscription ($) Split by 8 Key Regions 2009-2014

3.4.2 Total Revenues

Figure 3.4: Revenues ($m) from Mobile Enterprise Cloud-Based Applications Split by 8 Key Regions 2009-2014

Table 3.5: Revenues ($m) from Mobile Enterprise Cloud-Based Applications Split by 8 Key Regions 2009-2014

3.4.3 Revenues for all Mobile Enterprise Applications Figure 3.5: Mobile Enterprise Application Revenues ($m) Split by Cloud-Based Applications & Other Applications 2009-2014

Table 3.6: Mobile Enterprise Application Revenues ($m) Split by Cloud-Based Applications & Other Applications 2009-2014

4. Market Forecasts - Consumer Applications

4.1 The Market for Cloud-Based Consumer Applications

4.1.1 Categories of Mobile Consumer Application

i. Games

ii. Lifestyle & Healthcare

iii. Education & Reference

iv. Multimedia & Entertainment

v. Finance & Productivity

vi. Social Networking

4.2 Monetising the Consumer Cloud Application

4.3 Mobile Cloud Applications - Time-Based Subscription Revenues

4.3.1 Methodology

Figure 4.1: Methodology for the Calculation of Consumer Cloud-Based Application Subscription Revenues

Figure 4.2: Derivation of Regional Average of Underlying Assumptions

4.3.2 Total Number of Thin Client Downloads

Figure 4.3: Total Number of Mobile App Downloads (m) Split by 8 Key Regions 2009-2014

Table 4.1: Total Number of Mobile App Downloads (m) Split by 8 Key Regions 2009-2014

Table 4.2: Percentage of Consumer Mobile Application Downloads Which Are Thin Clients Split by 8 Key Regions 2009-2014

Figure 4.4: Annual Number of Thin Client Downloads (m) Split by 8 Key Regions 2009-2014

Table 4.3: Annual Number of Thin Client Downloads (m) Split by 8 Key Regions 2009-2014 66

4.3.3 Thin Client Revenues

Table 4.4: Percentage of Thin Clients Which Utilise Time-Based Subscriptions Split by 8 Key Regions 2009-2014

Figure 4.5: Number of Thin Clients Which Utilise Time-Based Subscriptions Split by 8 Key Regions 2009-2014

Table 4.5: Number of Thin Clients Which Utilise Time-Based Subscriptions. Split by 8 Key Regions, 2009-2014

Table 4.6: Average Number of Subscriptions Per Subscription-Based Thin Client Split By 8 Key Regions 2009-2014

Figure 4.6: Total Number of Subscriptions Per Annum to Thin Clients Split by 8 Key Regions 2009-2014

Table 4.7: Total Number of Subscriptions Per Annum to Thin Clients Split by 8 Key Regions 2009-2014

Figure 4.7: Average Price Per Consumer Cloud-Based Mobile Application Split by 8 Key Regions 2009-2014

Table 4.8: Average Price ($) Per Consumer Cloud-Based Mobile Application Split by 8 Key Regions 2009-2014

Figure 4.8: Revenues ($m) from Cloud-Based Consumer Application Subscriptions Split by 8 Key Regions 2009-2014

Table 4.9: Revenues ($m) from Cloud-Based Consumer Application Subscriptions Split by 8 Key Regions 2009-2014

Figure 4.9: Total End-User Revenues ($m) from Consumer Applications Split by Cloud-Based & Other 2009-2014

Table 4.10: Total End-User Revenues ($m) from Consumer Applications Split by Cloud-Based & Other 2009-2014

4.4 Advertising Revenues

4.4.1 Methodology

Figure 4.10: Methodology for the Calculation of Consumer Cloud-Based Application Advertising Revenues

Figure 4.11: Derivation of Regional Average of Underlying Assumptions - Adspend

4.4.2 Cloud-Based Consumer App Advertising: Ad-Supported Thin Clients

Figure 4.12: Total Number (m) of Ad-Supported Thin Clients Split by 8 Key Regions 2009-2014

Table 4.11: Total Number (m) of Ad-Supported Thin Clients Split by 8 Key Regions 2009- 2014

iii. Cloud-Based Consumer App Advertising: Sessions & Advertising Exposures

Table 4.12: Average Number of Sessions Per Annum Per Ad-funded Client 2009-2014

Figure 4.13: Total Annual Sessions (m) on Ad-funded Clients Split by 8 Key Regions 2009-2014

Table 4.13: Total Annual Sessions (m) on Ad-funded Clients Split by 8 Key Regions 2009-2014

Table 4.14: Average Number of Ad Exposures by Session Split by 8 Key Regions 2009-2014 76

Figure 4.14: Total Number of End-User Exposures (m) to Cloud-Delivered Advertisements. Split by 8 Key Regions 2009-2014

Table 4.15: Total Number of End-User Exposures (m) to Cloud-Delivered Advertisements Split by 8 Key Regions 2009-2014

Table 4.16: Clickthrough Rate, Cloud-Delivered Mobile Advertising. Split by 8 Key Regions 2009-2014

Figure 4.15: Total Annual Number of Clickthroughs (m) from Cloud-Delivered Mobile Advertisements Split by 8 Key Regions 2009-2014

Table 4.17: Total Annual Number of Clickthroughs (m) from Cloud-Delivered Mobile Advertisements Split by 8 Key Regions 2009-2014

4.4.3 Cloud-Based Consumer App Advertising: CPC and Total Adspend

Table 4.18: Cost Per Clickthrough ($) Split by 8 Key Regions 2009-2014

Figure 4.16: Total Advertising Revenues on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014

Table 4.19: Total Advertising Revenues on Consumer Cloud-Based Applications Split by 8 Key Regions 2009-2014

4.5 Total Market for Cloud-Based Consumer Applications

Figure 4.17: Total Revenues from Consumer Cloud-Based Applications. Advertising & Time-

Based Subscription Revenues, 2009-2014

Table 4.20: Total Revenues from Consumer Cloud-Based Applications. Advertising & Time-

Based Subscription Revenues 2009-2014

4.6 Total Market for Cloud-Based Applications

Figure 4.18: Total Market ($m) for Cloud-Based Applications Split by Consumer & Enterprise

Applications 2009-2014

Table 4.21: Total Market ($m) for Cloud-Based Applications Split by Consumer & Enterprise

Applications 2009-2014

5. Hurdles

5.1 Connectivity

5.2 Data Roaming Charges

5.3 Cloud-Based Apps Could Increase Net CO2 Emissions

5.4 Cloud-Based Apps Could Reduce Vendor Handset Revenues

5.5 Data Security

5.5.1 Secure Access

5.5.2 Secure Storage

5.6 Mobile Broadband Availability

Figure 5.1: Mobile Broadband Penetration (%) Split by 8 Key Regions 2009-2014

5.7 Mobile Broadband Capability

5.8 Operators May Levy Surcharge on Heavy Data Users

5.9 Network Capacity

Figure 5.2: Growth in Femtocell Subscribers and 4G Mobile Subscribers, 2009-2014

Abstract

The report includes two extensive forecasting chapters, one dedicated to Enterprise mobile cloud applications and the other to Consumer based cloud applications on the mobile.

Key forecasts include enterprise and consumer revenues split by region, for both time based subscription mobile cloud income and advertising revenues as well as the number of mobile cloud enterprise users. These forecasts are accompanied by an in-depth examination of the impact of cloud on the mobile ecosystem including the implications for network operators as well as a detailed analysis of the most prevalent business models.

It also explores the means of deploying cloud based applications including thin clients and browser based applications, and provides interviews with key players across the cloud stack, as well as an analysis of the opportunities for players within Software as a service, (SaaS) Platform as a service (PaaS) and Infrastructure as a Service (IaaS).

Key questions the report answers:

• How much will mobile cloud-based applications be worth by 2014?
• What are the key drivers for the deployment and adoption of cloud-based services?
• How will the mobile value chain of cloud services develop?
• Which business models are likely to predominate as cloud-based services are deployed?
• What hurdles are likely to constrain the deployment and adoption of cloud-based services?
• What strategies should key players employ to maximise their revenues from the cloud?
• How will mass adoption of cloud-based services impact the role of MNOs?

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