The Mobile Internet Report Key Themes*

Emerging Asia VAS Revenue Share Already Leading W. Europe –
Likely a Leading Indicator of Mobile Internet Potential in EM
Non-SMS as % of Total Data Revenue
Non-SMS Revenue as Percentage of Total Mobile Data Revenue, CQ2:06 – CQ1:08
64% 64%
61% 61%
60%
55%
50%
47%
47%
43%
44% 44% 44% 44%
43% 43%
42%
40% 41%
41%
40%
40%
39%
35% 35% 36%
30%
20%
10%
0%
CQ2:06 CQ3:06 CQ4:06 CQ1:07 CQ2:07 CQ3:07 CQ4:07 CQ1:08
Asia (ex. Japan) Western Europe USA
Note: Japan adopted mobile email as the default messaging technology with the introduction of i-Mode in 1999, thus 100% of
its MVAS revenue is non-SMS. For other markets, non-SMS mobile usage includes mobile Internet, email, MMS (multimedia
messages), mp3, and color ringtone downloads. Source: Informa, Morgan Stanley Research.
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