Morgan Stanley Mobile Internet report 2010 (summary!)

Yes, this is ‘the summary, of the summary’ because Morgan Stanley decided to put online a summary that was still 104 slides in length (quite apart from the fact that the original was over 1,000 slides)! Enormous, adn realistically... who has time to read it?

If you’d like to see the full report please click flick through it by suing the slide-share feature at the bottom of this summary, but if you just want to read the highlights then see below where we have done the hard work and pulled out some of the most significant stats.

·         Tech cycles generally last about 10 years (slide 6).  Our comment: therefore ‘mobile’ as we know it should be over this year or by 2011.  What will the next computing evolution/ revolution be?

·         More than 10 billion mobile internet devices have been created in the world (compared to 100 million PC units!) Although Morgan Stanley does include a lot in their description of what a mobile internet device is – not just the iphone, but also includes wireless home appliances and car appliances etc. (slide 7)

·         Mobile has the potential to be the biggest trend that we have seen yet (with 5 trends converging: 3G + Social Networking + Video + VoIP + Impressive devices) (slide 22).

·         More people will connect to the internet through mobiles than PCs within 5 years (slide 22).

·         Globally 830 million people are using Social Networking Sites – this is seeing growth of 20% YOY – and the average time spent on Social Networking Sites is going up by 25% YOY (slide 30).  MS believe these platforms, specifically referring to Facebook, have the capability to become a primary communications platform for many in the future (slide 17).

·         Facebook and YouTube.com together make up over 10% of global internet minutes! (slide 31)

·         Online video is HUGE!  YouTube.com has 466 million registered users (growing at 35% YOY) who watch 73 billion minutes of video (growing at 70% YOY!!)  MS believes this will grow, not just on PCs but also on handsets (32% of Americans have used internet on mobile devices (April ’09 statistic), which was up from 24% in December 2007!).  Our comment:  we tend to agree! (slide 34)

·         If Skype was a ‘carrier’ it would be the largest carrier in the world with 521 million registered users (41% YOY growth!) (slide 37)

·         Apple has the leading edge in Mobile Innovation + impact, say MS. Our comment: What is more significant perhaps is the words that come after that “for now”.  Who will be the next big innovator and designer? Could it be a collaboration effort through crowd sourcing a design online? (slide 41)

·         In technology the availability of ‘applications’ is a huge driver of handset choice and purchase (slide 44). Our comment: (with reference to the point immediately above) Android Apps have grown very quickly since launch, v quickly surpassing the other app platforms (Nokia, Blackberry...) with 15 thousand new apps and 40 million downloads (slide 44) (admittedly iphone still leads with 2 billion iphone app downloads!) (slide 44).

·         Facebook has had over 500 million downloads of its application for mobile internet devices! (slide 47) and is the most downloaded of the top free apps (slide 49).

·         Japan social networking trends shows importance of mobile: in 2006 PCs were the clear winner in terms of how people accessed Social Networking sites.  In Q3 2009 72% of monthly page views were accessed through a mobile device! (slide 50).

·         Our comment: we always look to Japan as a Zeitgeist for mobile and technology trends so this would seem a good indicator of potential in the west too. (supported by trends documented by MS, see slide 84)

·         Mobile Internet usage per day is 3x higher on an iphone than on any other mobile device (slide 52).

·         MS believe that Emerging Markets will be a huge market for Mobile Internet – it may even leapfrog PCs as a way of accessing the internet straight away (slide 71).

·         The average internet user generates $46 dollars in ad revenue(this has grown from $nil in 1994 per user and $28 per user in 2005) (Slide 77).

·         Our comment: emarketer.com released statistics in 2009 showing that US Mobile ad spend is growing massively: from $320 million in 2008 – to an estimated $1.56 billion by 2013!  Thus supporting the trend to mobile as a form of ad/marketing platform. (see below).

·         Our comment: Google’s purchase of ADMOB is also significant in late 2009.

Basically, “Mobile is huge and growing rapidly and if you aren’t on the wave then get on it quick” seems to be the drift of what MS is saying.  If you’d like to talk more about how Naked can help you create a mobile platform for your business please call us and we’d be delighted to help: 0844 858 4853 or email s.rohrbach@naked-digital.com

To see the summary slideshow click the arrows below or follow this link: