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Mobile Life: Global Technology Insights is the

TNS Technology Sector annual report on the

global mobile phone market.

What is it?

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TNS GTI 2011 Study

Now into it’s sixth year, coverage has expanded significantly in Africa

Regions covered:

•North America: USA, Canada

•Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia

•Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand, Singapore, Taiwan

•China: China only

•India: India only

•Emerging Asia: Indonesia, Pakistan, Philippines, Thailand, Vietnam

•Latin America: Argentina, Brazil, Chile, Cost Rica, Guatemala, Mexico

•Middle-East & North Africa: Morocco, Saudi Arabia, UAE

•Sub-Saharan Africa: Benin, Cameroon, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda

42 markets; 34,433 respondents42 markets; 34,433 respondents

New markets for 2011

Representative sampling of the population aged 16 to 60Mobile phone owners and non-ownersInterviewing took place between November 2010 – January 2011

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TNS GTI 2011 Study

Critical new insights for 2011

What role will tablets play in consumer device interplay?

Where are mobile content brands capturing brand equity from in the ecosystem?

Which niche products and services are best positioned for future growth?

What role does the Operating System play in consumer decision making?

Which digital behaviours will make the quickest transition into the mobile world?

Deep dives into mobile finance and social networking

Some key insights….

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The duopoly is dead – long live the ecosystem!

Content brands are taking equity share from handset and network brands, representing a shift in consumer

perceptions of value and utility

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The balance of power in the ecosystem continues to shift away from handsets and networks

Section E: Conversion model Bases: All mobile users 22319 29777

2010

2011Handset brands

Handset brands

Network brands

Network brands

Content brands

Content brands

Share of commitment to brand by category

Please note: Content brands

include all third party content on the

mobile, from Amazon and eBay through to Facebook and Twitter

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Content & apps gain relevance as markets mature

As markets mature, content and apps, along with OS gain relevance.

Offers must become more holistic to align with the development of the mobile

users

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Emerging Tier 1

Mature Market

Emerging Tier 2

Content brands gain strength as markets mature. In emerging economies however, network and handset brands dominate

Section E: Conversion model Bases: All mobile users 10156 8013 11464

Handset brands Network brands Content brands

Share of commitment to brand by category

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TNS GTI 2011 Study

Decision making in mature markets is increasingly influenced by content and app offers, OS, and functional options such as input method & phone look and feel

A13c: Important factors in product decision makingBases: All mobile users 10183 8024 11570

Mature Emerging Tier 1 Emerging Tier 2

Important factors in product decision making

What we can offer to you?

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Content:The study contains detailed information across a multitude of topic areas

Market understandingMarket understandingConsumer profiling across marketsSource of purchasesTouchpoint evaluationPurchase triggersPayment plansDrivers of purchaseSpend

Consumer profiling across marketsSource of purchasesTouchpoint evaluationPurchase triggersPayment plansDrivers of purchaseSpend

UsageUsageFeature and service use, frequency of use, future demandDeep dives into social and financial servicesFinancial and social networking deep divesNetwork and handset brand usedFuture growth potential

Feature and service use, frequency of use, future demandDeep dives into social and financial servicesFinancial and social networking deep divesNetwork and handset brand usedFuture growth potential

BrandBrandUnderstanding of brand value across entire mobile ecosystem Brand commitment measurementBrand preferenceOpenness to competitor brandsBrand awareness and profilingBrand collaboration opportunities

Understanding of brand value across entire mobile ecosystem Brand commitment measurementBrand preferenceOpenness to competitor brandsBrand awareness and profilingBrand collaboration opportunities

ConvergenceConvergenceUsage and desire for multi-playDigital segmentationInterplay of messaging servicesDrivers of tablet purchaseMobile vs. laptop vs. tabletOwnership of technology services and devices

Usage and desire for multi-playDigital segmentationInterplay of messaging servicesDrivers of tablet purchaseMobile vs. laptop vs. tabletOwnership of technology services and devicesTNS GTI 2011 Study

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1. By helping you spend your marketing budgets more effectively

2. By making you understand key purchase and usage drivers

3. By predicting mobile usage adoption paths

4. By making you understand cross-platform usage

5. By helping you develop your mobile offer

6. By helping you define your brand strategy

How will it benefit you?

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Packages

Deliverable Description

Global package Global report – c.70 slides with country-level data in appendix

Global data tables – one set with regional and country break, one set with demographic and consumer group breaks

iClick online reporting system – allows data to be cut simply and charts to be produced in an online tool

SPSS file – for more detailed data interrogation

Presentation – bespoke to your needs

Dutch package Dutch report – c. 70 slides

Dutch data tables – one set comparing local dutch results to regional and global numbers, as well as demographic and consumer breaks

Other countries or regional packages

Regional or country reports/tables

All data and deliverables are owned by TNS and may be shared internally by the purchasing client. The study information may not released into the public domain or shared with other agencies or third parties without the written permission of TNS.TNS reserves the right to publish up to 10% of the information in this study.