The Mobile Internet Report Key Themes*

3G Penetration –
…Developed / Emerging Markets at Japan’s Level 4 / 8 Years Ago, Respectively
Why Relevant
3G penetration / subscribers reveals potential audience size of mobile online
commerce / paid services / advertising.
What’s Changed
Japan’s 3G penetration hit inflection point (20-25% penetration level) in 2004 and
quickly reached 86% in 2008. High 3G penetration provided the scale required for
mobile developers / vendors / advertisers to effectively reach audiences.
What Does It Mean for ROW
3G penetration in USA / W. Europe hit inflection point in 2008E, while Emerging
Markets should hit inflection points between 2010E – 2014E. We expect rapid ramp
in usage / monetization of mobile online commerce / paid services / advertising
following 3G inflection points in ROW.
Source: Ovum, Informa WCIS+, Morgan Stanley Research.
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