|
“Sprint launches combined mobile email client”
“Mobile email among
most popular data services”
“Is mobile email going to kill texting?” |
These are news headlines that have appeared in the trade press this week. Is
consumer email likely to cause the death of texting? In 2006, there were around
1.45 billion email accounts, consisting of enterprise and consumer inboxes.
Enterprise email has made its way to mobile, most notably in the BlackBerry
devices from RIM. However, if consumer email can be targeted correctly and
priced effectively it can outstrip SMS rapidly. It already has overtaken SMS in
Japan and Korea. With an effective pricing structure in place in these markets
it is more profitable than SMS. RIM have built their business solely on the
success of enterprise emails. You should ready yourself now to succeed in
delivering consumer emails to market today. By reading this one-off industry
briefing you will understand how to make mobile consumer email a successful
revenue generator for you.
Will succeeding in the mobile consumer email market be very different than
success in mobile enterprise email? Find out in this unique report. Can success
be achieved by replicating the enterprise model for the mass-market? Discover
the pricing strategies that must be put in place to succeed. If consumers are
more cost conscious than those in the enterprise market, how much should
services be priced at? Will the technological developments of the handsets and
configuration stop consumers from using the service? How can you overcome these
barriers and guarantee a profitable market? This report tells you. A one-stop
shop report with all the latest figures, tables, analysis and opinion that
ensures your success in the consumer mobile email market.
A major issue facing mobile consumer email is pricing. Mobile operators,
particularly in Europe, are concerned that consumer email will impact upon SMS
revenues. As a result of this fear, mobile operators have not promoted email
well enough to consumers and have priced the service amongst data usage charges.
Data usage has not been a success amongst mass-market users and consequently,
email services are neglected. In this report, visiongain portrays the different
usage scenarios and shows how mobile consumer email can compliment and boost SMS
revenues. By purchasing this report, you will understand how to do this and you
will understand it today.
Can mobile operators, vendors and handset manufacturers compete with Hotmail,
Google and Yahoo for consumer mobile services or will they merely be an access
point to current email services? What are existing webmail providers, such as
Google’s Gmail and MSN Hotmail doing now to attract and profit from mobile
email? This report tells you. With in-depth forecasts there is not another
report available that can offer you this opportunity in consumer mobile email.
If you deal with mobile data or the consumer market you must read this report
today.
The report answers the following key questions:
- What is driving the current interest in mobile email?
- Is there a demand for mobile email among consumers?
- What are the issues and factors necessary to make mobile email a success?
- What are the market barriers?
- How do companies make mobile email more accessible and user friendly?
- What vendors offer mobile consumer email solutions?
- How should operators go about marketing and promoting mobile email?
- How will RIM’s new focus on the consumer mass-market affect mobile
operators?
- What can be learned from the Japanese experience and the popularity of
mobile email there?
- How should mobile email be positioned in a market dominated by SMS?
- What are the pricing strategies available to mobile operators?
- Does mobile email risk cannibalising SMS revenues?
1. Executive Summary
1.1 Consumer email for the mobile industry
1.2 Current landscape
1.3 Vendors in the market
1.4 Consumer email future
2. Introduction
2.1 Email introduction
2.2 The popularity of email
Chart 2.1: Most popular internet activities in the US, 2000-2005
2.2.1 Number of emails sent
Chart 2.2: Number of emails sent globally per day, 2006-2011
2.2.2 Total number of inboxes
Chart 2.3: Total number of email inboxes globally, 2006-2011
2.2.1 Enterprise and Consumer email popularity
2.2.1.1 Enterprise email popularity
Chart 2.4: Enterprise email market share, 2006
2.2.1.2 Consumer email popularity
Chart 2.5: Top four consumer webmail providers in millions of users, Q3 2006
2.2.1.2 Consumer and enterprise market share
Chart 2.6: Global proportion of email, consumer versus enterprise
Table 2.1: Email protocols
2.3 How email works
Figure 2.1: Internet email delivery
2.3.1 Webmail
2.4 Push email versus traditional email
2.5 Methodology
2.6 Focus of this report
3. Current landscape
3.1 Drivers for mobile consumer email
3.1.1 Data usage growth
Chart 3.1: Worldwide mobile data revenue growth (2005-2011)
3.1.2 Messaging popularity
3.1.2.1 SMS revenue growth to slow
Chart 3.2: Global SMS revenue forcast (2006-2011)
3.1.2.2 Mobile enterprise email
Chart 3.3: Mobile enterprise email inbox growth (2005-2006)
3.1.3 Mobilising existing accounts
Chart 3.4: Mobile enterprise email accounts as a proportion of total enterprise email accounts
3.1.4 Mass market devices
Chart 3.5: PDA and Smartphone shipments as a percentage of total handsets shipped (H1 2006)
Chart 3.6: Penetration of 3G handsets in Western Europe (2006-2011)
Chart 3.7: Smartphone shipments as a percentage of total handset shipments (2006-2011)
3.1.4.1 SyncML penetration
3.2 Barriers for mobile consumer email
3.2.1 Increased expectations through broadband internet access
Chart 3.8: Broadband internet access in number of households (2004-2006)
Table 3.1: Data rates for different internet access technology
3.2.2 Pricing issues
3.2.2.1 Unclear pricing structure
3.2.2.2 Cannibalising SMS revenues
3.2.2.3 Enterprise and consumer email differs
Table 3.2: Different usage scenarios of mobile consumer and enterprise email
3.2.3 User experience
3.2.4 Ease of use
Chart 3.9: Breakdown of problem types reported to technical support (Q2 2006)
3.2.5 Spam
3.3 Is there a demand for mobile consumer email?
3.3.1 Email already displaying potential
Chart 3.10: Top mobile internet categories in the US (June 2005
3.3.2 UK and US consumer demand
Chart 3.11: Demand for mobile consumer email in Singapore, UK and US
3.3.3 SFR case study
Table 3.3: SFR Mail service details
Chart 3.12: SFR Mail subscriber growth (2005-2006)
3.3.4 Japanese experience - the success of i-mail
Chart 3.13: Number of characters that can be sent on SMS and i-mail
3.3.4.1 Can the Japanese model be successful in the rest of the world?
3.5 Mobile email technical protocols
3.5.1 P-IMAP and LEMONADE
3.5.1.1 P-IMAP
3.5.1.2 LEMONADE
3.5.2 SyncML
Chart 3.14: SyncML enabled handset shipments (2004-2006)
3.5.3 Microsoft ActiveSyn
3.5.4 Technical protocol conclusion
3.6 Current operator deployment
3.6.1 Orange UK
Table 3.4: Orange UK WAP enabled email sites
3.6.1.1 Orange UK email pricing
Table 3.5: Orange World access charges
Table 3.6: Orange post-pay data usage charges
3.6.2 Cingular
Table 3.7: Email accounts accessible through Cingular’s email service
Table 3.8: Cingular Mobile Email capable handsets
3.6.2.1 Cingular pricing
Table 3.9: Examples of Cingular’s data packages
3.6.3 Hutchison 3
3.6.3.1 Hutchison 3 Mobile Mail
3.6.3.1.1 Hutchison X-Series
3.7 Mobilisation of webmail
3.7.1 Google Gmail
3.7.2 MSN Hotmail
3.7.3 Yahoo
3.8 Email in competition with SMS and MMS
3.8.1 End user cost analysis
Table 3.10: Cost comparison of SMS, MMS and Mobile email
3.8.2 Usage scenarios
3.9 Current landscape conclusion
4. Vendor profiles
4.1 Technology and software vendors
4.1.1 Critical Path
4.1.1.1 Critical Path profile
Table 4.1: Critical Path key information
4.1.1.2 Critical Path Memova Mobile
4.1.1.3 Critical Path business model
4.1.1.4 Experience in fixed line
4.1.1.5 Critical Path overview
4.1.2 Funambol
4.1.2.1 Funambol profile
4.1.2.2 Funambol v3 and mobile email
4.1.2.3 Funambol business model
4.1.2.4 Funambol: differentiation through open source
4.1.2.5 Funambol Overview
4.1.3 OZ Communications
4.1.3.1 OZ Communications Profile
4.1.3.2 OZ Mobile Email Solutio
Table 4.2: OZ Mobile email solution
4.1.3.2.1 Smart Delivery Notification
4.1.3.3 OZ Business model
Table 4.3: OZ Mobile email deployments
4.1.3.4 OZ approach to industry standardisation
4.1.3.5 OZ Overview
4.1.4 Research in Motion (RIM)
4.1.4.1 RIM profile
Table 4.4: RIM key information
4.1.4.2 BlackBerry was built on email
Chart 4.1: BlackBerry subscriber growth (2004-2006)
4.1.4.3 Why is RIM targeting the consumer market?
4.1.4.4 Pearl handset
4.1.4.5 RIM consumer email overview
4.1.5 Seven Networks
4.1.5.1 Seven Profile
Table 4.5: Selected Seven Networks mobile email deployments by region
4.1.5.2 Seven’s consumer email solutions
4.1.5.3 Seven’s Business Model
4.1.5.4 Seven Overview
Table 4.6: Alltel and Sprint handsets pre-installed with Seven’s email solution
4.1.6 Synchronica
4.1.6.1 Synchronica profile
4.1.6.2 SyncML Gateway
4.1.6.3 Synchronica differentiation
4.1.6.4 Case Study: Synchronica and IXI Mobile
4.1.6.5 Synchronica overview
4.1.7 Visto
4.1.7.1 Visto profile
Table 4.7: Visto keyinformation
4.1.7.2 Visto solutions
Table 4.8: Mobile platforms that work with Visto Mobile
Table 4.9: Visto operator deals
4.1.7.3 Visto overview
4.1.8 WDS Global
4.1.8.1 WDS profile
Table 4.10: WDS Global key information
4.1.8.2 Configuration issues key to lack of mobile email adoption
Chart 4.2: Reasons for end-users not downloading a mobile adult service application
4.1.8.3 WDS Captivate, Configure, Coac
4.1.8.4 WDS overview
4.1.9 Other technology vendors
4.1.9.1 Mail2web
4.1.9.2 Fastmobile
4.1.9.3 Inexbee
4.1.9.4 Berggi
4.1.9.5 Emoze
4.2 Handset Manufacturers
4.2.1 Nokia
Chart 4.3: Mobile handset market share (Q3 2006)
Chart 4.4: Combined smartphone / PDA market share (H1 2006)
4.2.1.1 Purchase of Intellisync
4.2.1.2 Further email support
Table 4.11: Nokia’s email partners
Table 4.12: Nokia handset compatibility with Seven Networks email solution
4.2.1.3 Nokia and Yahoo
4.2.1.4 Nokia email conclusion
4.2.2 Palm
Table 4.13: Palm key information
4.2.2.1 Palm moves towards the consumer market
4.2.2.2 Palm Overview
4.2.3 Other handset manufacturers
4.2.3.1 Sony Ericsson
4.2.3.2 Motorola
4.3 Vendor overview
5. Future strategies
5.1 How can mobile consumer email be made more accessible?
5.1.1 Email configuration
Chart 5.1: Mobile email configuration times on a typical smartphone
Chart 5.2: Reasons for mobile handset return
5.1.2 Handset capability and availability
5.1.2.1 MMS capable handset growth
5.1.2.2 SyncML Growth
Chart 5.3: SyncML enabled handset shipments (2006-2008)
5.1.2.3 Smartphone growth
Chart 5.4: Smartphones as a percentage of total handset shipments (2006-2011)
Chart 5.5: QWERTY mobile device growth (2006-2011)
5.1.3 Pricing
5.1.3.1 Available pricing strategies
5.1.3.2 Best practice pricing strategies
5.1.3.2.1 Flat rate charging
5.1.3.2.2 Bundle packages
5.1.3.2.3 Per message charging
5.1.3.3 Customer segmentation
5.2 Who will be the main driver behind mobile consumer email?
5.2.1 RIM move to consumer
5.3 Industry Standards
5.4 Why should users send email when they have SMS?
5.4.1 How will email compete in the mobile messaging market?
5.4.2 Does mobile consumer email risk cannibalising SMS revenues?
5.4.3 How will mobile consumer email be used?
5.4.3.1 Convergence between services
5.4.3.2 Consumer email opportunity with quadruple play services
5.4.4 Is Instant Messaging (IM) a bigger threat to mobile consumer email than SMS?
Chart 5.6: Usage of email and IM among US fixed line users
5.5 Forecasts
5.5.1 Enterprise and consumer email
Chart 5.7: Proportion of consumer and enterprise mobile email (2006-2011)
5.5.2 Number of mailboxes
Chart 5.8: Number of mobile email inboxes (2006-2011)
Chart 5.9: Proportion of email inboxes mobilised (2006-2011)
Chart 5.10: Number of mobile consumer email inboxes (2006-2011)
5.5.3 Revenue
Chart 5.11: Consumer email revenue forecast (2006-2011)
6. Conclusions and recommendations
6.1 Conclusions
6.2 Recommendations
6.2.1 For mobile operators
6.2.2 For webmail
6.2.3 For technology vendors
6.2.4 For handset manufacturers
|
