On-Device Portals Report

Publication Date	March 2006
Publisher	ARCchart
Product Type	Report
Pages	145
ISBN Number	not applicable
Product Code	ARC00001

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Summary

The industry is witnessing the adoption of On-Device Portals (ODPs), a new generation of products which deliver content on the mobile phone through the use of a client application. This report classifies these products into three categories: offline portals, on-device store-fronts and home-screen replacement products. On-device portals are an evolution of WAP, as they leverage the handset's capabilities to deliver a more compelling user experience, increase service awareness and streamline content purchasing. This report provides an extensive analysis of the on-device portal market: the players, the market movements and the trends which are emerging. Topics of coverage include:

Analysis of the disappointing data revenues most operators are currently generating
The failures of the data services user experience, from awareness and accessibility to communication and education
A comparative landscape of ODP vendors currently in the market
In-depth reviews of the ODP vendors: Abaxia, Action Engine, Cibenix, Handmark (Pocket Express), Macromedia (FlashCast), MSX, Nellymoser, Onskreen, Opera Platform, Openwave, Qualcomm (uiOne), RefreshMobile, Silk and SurfKitchen
ODP market perspective, from early adoption, to mass market and commoditisation
Movements of the mobile operators in the ODP market, including case studies for ONE Smile, O2, Telefnica Mviles and TIM Imagine
Strategies of the handset manufacturers, content providers and standards bodies
Key challenges for ODP vendors, including their to-market strategy and technology considerations
Ten trends that will impact the market of mobile content between 2006-2008
Case studies for Access, Obigo, Macromedia Flash Lite, Ikivo, July Systems, Zi Qix, Leiki, Digital Airways, TAT and a yet-unnamed heavyweight infrastructure vendor who is entering the ODP market in the first half of 2006.
Recommendations for ODP vendors as well as operators, manufacturers and content providers

Answers and opinions are provided with respect to the following essential questions:

Why are On-Device Portals the next step beyond WAP?
What kind of ROI are European operators currently seeing from network and content investments?
What defines the 'user experience' and how has the usability of mobile data services failed?
How do ODP vendors compare in terms of their positioning, customers, technology and strategy?
What are the worldwide deployments of ODP products and which deployments are on mass-market handsets?
What is the role of phone manufacturers in the ODP market and what are the most innovative approaches?
What is the role of content providers and why do they stand to surpass operators as the largest deployers of ODP products in 2009?
What are the operators' attitudes towards on-device portals?
What are the key market challenges for ODP vendors going forward?
Which handset application platforms are moving to provide a route to market for on-device services?
How is ODP technology moving towards commoditisation and what are the forthcoming opportunities and high-value areas?
How should ODP vendors, operators, manufacturers and content providers adapt their strategy to take into account the threats and opportunities in the ODP market?

Content

Executive Summary
List of Figures
Chapter A. Introduction
- What Are On-Device Portals?
- Organisation of the Report
- Companies Interviewed
Chapter B. Data Service Monetisation
- B.1 The Industry Experience
  - The Numbers game
  - Data ARPU growing, but on a downwards trend
  - Non-SMS revenues still weak
  - Reading into the numbers
  - Beyond the Numbers
  - Marketing challenges
  - Operational challenges
- B.2 The User Experience
  - Definitions
  - The User Experience Disappoints
  - Communication
  - Awareness
  - Discoverability
  - Accessibility
  - Ease of use
  - Personalisation
  - Education
- B.3 Handset, The Final Frontier
  - A Flashback in History
  - A Change of Scene
- B.4 On-Device Portals
  - Beyond WAP
  - The Product
  - The Technology
  - The Vendor Landscape
  - The Market Today
  - A nascent market
  - The second wave
  - Content providers
- B.5 Reading On
Chapter C. Vendor Reviews
- C.1 Introduction
  - Definitions
  - The Make Up of an ODP Vendor
  - The customers
  - The products
  - The technology
  - The devices
  - The route to market
- C.2 Vendor landscape
  - The Vendors
  - Side By Side
- C.3 Vendor Reviews
  - (history, positioning, products, customers, technology, strategy, viewpoint)
  - Abaxia
  - Action Engine
  - Cibenix
  - Handmark Pocket Express
  - Macromedia FlashCast
  - MSX
  - Nellymoser
  - Onskreen
  - Opera Platform
  - Openwave
  - Qualcomm uiOne
  - RefreshMobile
  - Silk
  - SurfKitchen
Chapter D. The Market Today
- D.1 Market Overview
  - From Early Adoption to Mass Market
  - 2001: the trigger
  - 2002: The first wave
  - 2005: Gaining acceptance
  - 2006: The second wave
  - 2007: On-device services
  - 2009: Commodity
- D.2 | Market Movements
  - Operators
  - Worldwide deployments
  - T-Mobile NewsExpress
  - Orange Downloads
  - Vodafone Live Cast
  - Operators in Japan
  - Manufacturers
  - Manufacturers taking on a key role
  - Motorola Screen3
  - Nokia Active Idle
  - Nokia Preminet Purchasing Client
  - Nokia operator menu and visual radio
  - Moving forward
  - Content providers
  - Mobile, the third screen
  - Advertising to play a key role
  - Case study: Handango InHand
  - Standards bodies
  - OMTP
  - OMA
  - W3C
  - Impact on ODP vendors
- D.3 Case Studies
  - ONE Smile
  - O2 On-Device Portals
  - Telefnica Mviles Espaa
  - TIM Imagine
Chapter E. Strategic Outlook
- E.1 Global Market Growth Forecast
  - Forecast Model
  - Market Forecast 2005-2009
- E.2 Market Challenges Today
  - Commercial Channels
  - Channel spaghetti
  - Technology Channels
  - Java, a point solution
  - Beyond Java
  - Operator Sales
- E.3 Market Trends 2006-2008
  - Trend #1: Software Platforms: The Route To Market
  - And the winner is
  - Case study: Access
  - Case study: Obigo
  - Case study: Macromedia Flash Lite
  - Case study: Ikivo
  - Trend #2: The Server: A Core Part Of The Value Proposition
  - Case study: July Systems
  - Trend #3: The Second Wave of ODP Vendors
  - Case study: An Emerging ODP Player
  - Trend #4: The Content Providers Strike Back
  - Trend #5: Synchronisation: The Missing Link
  - Trend #6: Service Discovery and Search
  - Case study: Zi Qix
  - Trend #7: Personalisation: The End-Goal of Customisation
  - Case study: Leiki
  - Trend #8: The SIM is Back
  - Trend #9: ODP Technology: Commoditisation And New Opportunities
  - Rendering technology: consolidation
  - TAT: adding the wow factor
  - New opportunities for ODP technology investments
  - Trend #10: Unique, Mass-Produced Experiences
  - From theory to market practice
  - Case study: Digital Airways
  - Customised design manufacturers
  - Homogeneous user experiences
Chapter F. Recommendations
- F.1 ODP vendors: Prepare for Commoditisation
- F.2 Operators: Migrate WAP investments into ODP products
- F.3 Content Providers: Exploit Distribution Power and Impact
- F.4 Manufacturers: Position ODP software as a Value-Add
List of Figures
- Figure 1. Data as a proportion of revenue, for leading operators
- Figure 2. Growth of non-messaging data revenues for Vodafone operations
- Figure 3. Conceptual definitions of usability, user experience and customer experience
- Figure 4. Typical user journey to browse, select, purchase and install a ringtone
- Figure 5. Typical advertisement for a content subscription service in the UK
- Figure 6. On-device portal vendor deployments by geographic region
- Figure 7. Customer mix of on-device portal vendors
- Figure 8. Comparative landscape of ODP vendors (customers, products, and technology)
- Figure 9. Abaxia screenshots
- Figure 10. Sprint phone w/ Action Info
- Figure 11. Cibenix screenshots
- Figure 12. Pocket Express screenshots
- Figure 13. FlashCast screenshots
- Figure 14. MSX screenshots
- Figure 15. Nellymoser screenshots
- Figure 16. Onskreen screenshots
- Figure 17. Opera Platform screenshots
- Figure 18. Openwave screenshots
- Figure 19. uiOne screenshots
- Figure 20. RefreshMobile screenshots
- Figure 21. Silk screenshots
- Figure 22. SurfKitchen screenshots
- Figure 23. Pictorial representation of on-device portal history and future trends
- Figure 24. Screenshots of T-Mobile's NewsExpress client
- Figure 25. Orange Downloads service
- Figure 26. Vodafone Live Cast screenshots
- Figure 27. Motorola Screen3 screenshot
- Figure 28. Nokia Preminet diagrammatic overview
- Figure 29. ONE's television advertising for its Smile service
- Figure 30. Screenshots of O2 Active menu (access to premium content shown in yellow)
- Figure 31. On-device portal client deployments (estimated)
- Figure 32. Market share for ODP deployments in 2005 and 2009 (estimated)
- Figure 33. Total value of global on-device portal market in 2005 - 2009 (estimated)
- Figure 34. Zi's Qix product screenshots
- Figure 35. Customisation as the opposite of personalisation
- Figure 36. Example of a rotating CD music player UI delivered by TAT's Kastor