(Updated) CEM4Mobile: Giants, you need to cultivate your ecosystem fast
Updated research and forecast for mobile platform market shares
Over the past several years Finland’s and the world’s leading Customer Experience Management measurement and analysis supplier for mobile services, CEM4Mobile Solutions Ltd, has been monitoring the different trends in the mobile market. Prior to MWC in Barcelona, it was time to revisit our research on mobile platform market shares from the last autumn and discover was our forecast becoming a reality.
The previous research was carried out in October by using a sample of over 58 million mobile page loads from Nordic content services between week 4 and week 41 of 2010. The research analysed actual mobile traffic collected by CEM4Mobile analytics. The survey was done and published because reliable market data is essential for companies developing and distributing mobile services. Further to this, the insight shed light on how different mobile platforms encourage people to use mobile services with their mobile handset.
Last autumn we forecasted Android to overtake Apple iOS in May 2011 and Symbian in August 2011. Android had already overtaken SonyEricsson at the end of May and the Nokia Series 30 – 40 operating systems in early July 2010.
The changes in operating system market shares
The update was based on 97 million transaction sample of mobile page loads from the week 4 / 2010 to week 5 / 2011. The research revealed that the operating system market shares have evolved during the last year as follows:
| Operating System | Week 4 / 2010 | Week 41 / 2010 | Week 5 / 2011 | Change |
| Symbian OS | 47.91% | 45.43% | 43.31% | - 9.6% |
| Apple iOS | 31.92% | 27.80% | 26.03% | - 18.6% |
| Android OS | 0.83% | 9.85% | 16.33% | +1,867.5% |
| Nokia OS (S30-40) | 4.47% | 4.97% | 5.13% | +14.8% |
| SonyEricsson OS | 7.90% | 4.10% | 2.54% | -67.9% |
| Samsung OS | Not measured | 1.97% | 2.07% | - |
| Windows Mobile OS | 2.31% | 1.26% | 0.80% | -65.4% |
"The results show that all platforms except Nokia Series 30–40 are loosing market share to Android and against all the odds Symbian slower than Apple iOS” says CEM4Mobile’s Managing Director Janne Aalto who carried out the research. "As predicted, Android shows a rocketing rise in popularity among active mobile browser users whereas Microsoft Mobile OS seems to be fading away" Aalto continues.
Updated forecast: As predicted already in October, Android will overtake iOS in May and Symbian in August 2011
The updated forecast was made based on the trend in the last 15 weeks, i.e. the page loads from weeks 42 – 5. The average percentage changes for this period were as follows:
| Operating system | Change |
| Android OS | +3.42% |
| Nokia OS (S30-40) | +0.36% |
| Samsung OS | +0.43% |
| Apple iOS | -0.22% |
| Symbian OS | -0.36% |
| SonyEricsson OS | -2.76% |
| Windows Mobile OS | -3.03% |
If this trend continues unchanged, Android overtakes iOS in May 2011 and Symbian by the end of August 2011 in market shares, precisely as predicted. However, our forecast last autumn indicated moderate uptake for iOS and Symbian which have now turned to slight downhill. Android’s growth has continued on a very steep curve as predicted. Over the period from week 42 – 5 the service usage grew by 32,5% which builds on the explosive growth that started in late 2009.
“We have been closely following the impact of Nokia’s new handsets as well as Android and iOS based tablets entering the marketplace. Now we see that Nokia has been able to fight back and slow down the downhill at the same time when we have not yet seen a great impact from the tablets, which will be inevitable though. The recently announced alliance between Nokia and Microsoft for Windows Mobile looks challenging indeed and the giants really need to cultivate their selected ecosystem fast” says Aalto.
CEM4Mobile product family
CEM4Mobile (www.cem4mobile.com) is an innovative mobile analytics product with strong focus on Customer Experience Management. The offering has been particularly designed for companies providing mobile content and Value Added Services cross all the industry verticals. CEM4Mobile Analytics enable service providers to measure and analyse interactions between end-users and mobile services, optimise their business and ensure successful customer relations. CEM4Mobile Ranking is a tool for measuring and standardising mobile audience measurement on a national level. CEM4Mobile Metrics maintains extensive data warehouse enabling visibility and market insight for understanding the trends and dynamics of the mobile content market.
Appendix 1: Change in market share of mobile operating systems weeks 4 – 41 / 2010
Appendix 2: Change in market share of mobile operating systems weeks 42 /2010 – 5 / 2011
Appendix 3: Our forecast for change in market share of mobile operating systems between week 6 / 2011 and week 52 / 2011
More information
about CEM4Mobile Solutions can be requested at:
MWC Barcelona, stand 4.1HS01
CEM4Mobile Solutions Ltd
Kappelitie 6 A
02200 Espoo, Finland
sales@cem4mobile.com
tel: +358 (0)9 689 884 88
CEM4Mobile Solutions Ltd is a Finnish world-class expert in managing usage and the customer experience for mobile content services. CEM4Mobile provides software solutions and services for companies large and small which develop or produce mobile services. CEM4Mobile's offering enables companies providing mobile services to measure and analyse data on the interaction between end users and mobile services, optimise their business and ensure successful customer relations.
The research findings have also been recognized by top news agencies and can be found on the following websites:
www.nbc12.com/Global/
www.cbs8.com/Global/
www.newschannel5.com/story/
www.fox28.com/Global/
www.cnbc.com/
ca.finance.yahoo.com/news/
www.prnewswire.com/news-releases/
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