Mobile Advertising Growing, But Revenues Still Modest

Mobile advertising will continue to be a modestly-sized segment of the digital media ecosystem as long as different segments of marketers have alternative media vehicles which better meet their business objectives, say researchers at MagnaGlobal. But mobile commerce and mobile marketing are destined to grow.

Global online advertising will rise by 12.4 percent in constant currency terms during 2010, to $61 billion dollars globally. Accounting for actual and expected changes in currencies over the course of 2009 and 2010, online advertising will grow during 2010 by 13 percent in U.S. dollar terms or by 21 percent in Euros.

Paid Search has quickly become the most important component of online advertising, and in 2010 this segment will account for nearly $30 billion, up by 16.5 percent over 2009 totals on a constant currency basis, and about 49 percent of total revenues.

Google is the global leader in paid search, but in the paid search markets of China and Russia, the leading paid search providers are domestic players Baidu and Yandex.

All other online advertising will account for $31 billion, up by 8.7 percent in constant currency terms.

Advertising networks retain their importance to advertisers given their ability to aggregate and monetize vast quantities of inventory in an inexpensive manner. Social networking sites such as Facebook capture a large and growing share of audience time.

These trends should continue over the next five years, and the report expects online advertising to collectively grow by 11.7 percent in 2011 and by an average rate of 11 percent through 2015. At this time the global industry will generate $103 billion dollars in constant dollars.

The ongoing global economic recovery has contributed some modest uplift to the expectations of growth, but secular factors are the primary cause of this rapid and sustained pace of development. Importantly, says the study, industry growth is not directly caused by increasing numbers of consumers online nor by rising levels of time spent online.

Instead, growth is driven by businesses, many of them small, that find online media to be the single most effective platform to accomplish their business goals.

PC Sales Up by 52% Next Five Years, Forrester Says

Apple CEO Steve Jobs has compared the PC to a farm truck, saying that when America was an agrarian economy, “all cars were trucks because that’s what you needed on the farm."

The analogy is that PCs will be displaced by new devices such as the iPad.

Steve Ballmer, Microsoft CEO, obviously does not agree. “I think people are going to be using PCs in greater and greater numbers for years to come," he said. "The PC as we know it will continue to morph form factor."

Semantics aside, there still is a question: is the iPad something new, a new market, or simply a new PC form factor? Steve Jobs may not view the iPad as a PC, but we do, says Sarah Rotman Epps, Forrester Research analyst.

"Our view is that the consumer PC market in the United States is indeed getting bigger," she says. "Over the next five years, PC unit sales across all form factors will increase by 52 percent."

Desktops are the only type of PC whose numbers will be fewer in 2015 than they are today, she argues.

Growth will come from new form factors like tablets, but laptop sales will increase steadily also.

Tablets will, however, cannibalize netbooks, outselling netbooks starting in 2012.

In 2015, 23 percent of all PCs sold to consumers in the US will be tablets.

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A Contrarian View on iPhone?

It takes a brave constitution to suggest iPhone is losing its "cool" factor, especially given iPhone's success in the very-tough Japanese market, where foreign-made devices tend not to succeed.

Enterprises Will Spend $12.5 Billion on Tablets, Other MIDs in 2015.

Tablet devices such as the iPad are getting most traction in the consumer market, but will get traction in business markets as well, according to ABI Research. The firm predicts worldwide ultra-mobile device adoption will average 55 percent per year as businesses find many uses for such devices.

In addition to tablets, the research company also puts other devices in the UMD category, including netbooks, smartbooks and mobile Internet devices.

“Businesses will be attracted to these devices for the same reasons as consumers – their larger screens, LAN and WWAN connectivity, and most importantly, low cost," says Dan Shey, enterprise practice director. The firm predicts businesses will buy $12.5 billion worth of tablets and other MIDs in 2015.

ABI Research: Enterprise adoption of ultra-mobile devices to hit $12.5 billion by 2015

Why Some AT&T Customers Might Want to Stay Away from "MicroCell"

It appears there are at least two distinct customer segments where it comes to use of AT&T's new femtocell offering.

Users who really cannot get decent macrocell coverage in their homes or offices probably will welcome the "MicroCell."

But users who do not have that problem, and want to offload their data traffic to the in-home network, will be better off avoiding the Microcell.

The reason is that data consumed on its MicroCell femtocell will be included in subscribers' newly capped monthly data allowance.

Any 3G data traffic running over the AT&T MicroCell will count towards a user's monthly data limits, just as making voice calls over the Microcell counts towards a user's monthly bucket of minutes.

It is possible to get unlimited calling on the Microcell for $19.99 per month, but this is only for voice calls, not data.

In contrast, Wi-Fi usage does not count towards a subscriber's monthly data limit, even though both access methods use the customer's own fixed broadband connection. Of course, AT&T has to invest capital to acquire, deploy and support the femtocells, so relying on the customer's own equipment makes sense, where possible.

The 3G MicroCell complements Wi-Fi by providing enhanced in-home voice coverage and reliable data when Wi-Fi may not be available -- but it is primarily intended for voice calls.

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Will Sprint Buy the Rest of Clearwire?

TownHall Investment Research Analyst Gerard Hallaren says Sprint management has made comments that leading some investors to believe the company iss actively considering a bid for the rest of Clearwire.

"As best we can tell, the speculation is based on a perceived desire by Sprint control its own destiny by owning its 4G network and on synergies created by combining the two companies," says Hallaren.

Some people will contest the notion, as it flies directly against the rest of Sprint's recent initiatives to outsource operations that are not directly customer facing, and concentrate on marketing and customer-facing operations. It is worth noting, however, that Sprint has not acted to divest its actual ownership of facilities, with the exception of tower sites.

The Sprint "4G" marketing platform seems to be getting a lift from the HTC Evo launch, and that appears to be prompting the speculation about whether full ownership of Clearwire (Sprint now owns 57 percent) would add value.

Despite some possible strategic logic, namely the ability to use the Clearwire network anyway it wishes to, there would be obstacles.

Given Sprint's weak financial position, a dilutive equity deal would be required. Hallaren suggests a reverse takeover might be considered.

One issue is that the other Clearwire joint venture partners bought most of their stock at far higher levels, around $17, or $10 higher than the current price.

The public owns only 10 percent of Clearwire, while Intel (11 percent) and Comcast (nine percent) are the largest holders after Sprint. Time Warner owns five percent, Google three percent, Brighthouse one percent, Eagle River four percent.

Perhaps the bigger issue is the different business models. Clearwire is mostly a wholesale provider, though it has some retail operations. Sprint really is a retailer with some wholesale operations. It isn't clear how much more Sprint benefits from increasing its 57-percent stake.

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"The World Has Changed," or Has It?

"The world has changed," Orange Business CEO Says

Speaking to an audience of enterprise executives, Orange Business Services CEO
Vivek Badrinath noted that the world has been changed forever as a consequence of the economic crisis.

"The world is not the same as it was two years ago in terms of what's expected in this room," he noted. The logical question is what those new things are that seem to have changed the market so vastly. The answers aren't easy to figure out.

"New collaboration and social networks for customers and employees are emerging and we now need to work around multiple interactions with our end customers," he says. Sure, but hardly a need that was "transformed" because of the economic crisis.

"We have both the obligation to provide Sarbanes-Oxley compatible, efficient, protected environments for our customers and we have to face the challenges of openness," he says. Yes, but that was true before the economic crisis.

"You're asking us to be faster because the world is moving fast," he says. Agreed, but hardly something new.

"Our ambition is to become the leading developer of applications; to establish ourselves as a true integrator of services," he says. That is the more-shocking statement, perhaps.

Specifically, Orange plans to add a new layer of services that would, for example, enable CIOs to manage all BlackBerrys (password management, policy management), no matter what network they are on.

Services underpinned by the core network expertise seem to be the direction Orange wants to go. "Telecom can get commoditized but its the customer experience, with the services and systems we bring, that defines the value that we bring to this market," he says.

All worthy goals. But one suspects Badrinath was engaging in a bit of enthusiastic hyperbole. I see nothing here that speaks to a "world that is not the same."

It is an ambitious, worthy goal to aim to become the leading developer of applications, and to own the customer experience. Badrinath is right to note the huge change this would represent in a new world with many third-party experience providers. It just isn't entirely clear this has changed much because fo the global recession.

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