Tomi Ahonen is a tragic figure of the mobile market – he is a total genius, but his blog posts are so long that they are all but impossible to read “quickly”. Nevertheless, his stat dumps contain a huge amount of valuable data – let’s get to it.

Biggest smartphone makers, by # sold
TEN BIGGEST SMARTPHONE MANUFACTURERS BY UNIT SALES IN Q1 2012

Rank . Maker . . . . . . Units . . . Market Share . . . . Was in Q4 of 2011
1 . . . . Samsung . . . 44.5 M . . 30.6 % . . . . . . . . ( 22.8 %)
2 . . . . Apple . . . . . . 35.1 M . . 24.2 % . . . . . . . . ( 23.9 %)
3 . . . . Nokia . . . . . . 11.9 M . . . 8.2 % . . . . . . . . ( 12.6 %)
4 . . . . RIM . . . . . . . 11.1 M . . . 7.6 % . . . . . . . . ( 9.1 %)
5 . . . . HTC . . . . . . . . 7.9 M . . . 5.4 % . . . . . . . . ( 6.1 %)
6 . . . . Sony . . . . . . . 7.3 M . . . 5.0 % . . . . . . . . ( 5.8 %)
7 . . . . Huawei . . . . . 7.0 M . . . 4.8 % . . . . . . . . ( 4.8 %)
8 . . . . LG . . . . . . . . . 5.5 M . . . 3.8 % . . . . . . . . ( 4.5 %)
9 . . . . Motorola . . . . . 5.1 M . . . 3.5 % . . . . . . . . ( 3.4 %)
10 . . . ZTE . . . . . . . . 5.0 M . . . 3.4 % . . . . . . . . ( 3.5 %)
Others . . . . . . . . . . . 4.8 M . . . 3.3 % . . . . . . . . ( 3.5 %)
TOTAL . . . . . . . . . 145.2 M

Biggest smartphone OS, by # sold
Rank . OS Platform . . . . . . Units . . . . . Market share . . Was in Q4 of 2011
1 . . . . Android . . . . . . . . . 80.8 M . . . . 55.6 % . . . . . . . ( 49.0 %)
2 . . . . iOS . . . . . . . . . . . . 35.1 M . . . . 24.2 % . . . . . . . ( 23.9 %)
3 . . . . Blackberry . . . . . . . 11.1 M . . . . . 7.6 % . . . . . . . ( 9.1 %)
4 . . . . Symbian . . . . . . . . . 7.9 M . . . . . 5.4 % . . . . . . . ( 11.5 %)
5 . . . . bada . . . . . . . . . . . . 3.8 M . . . . . 2.6 % . . . . . . . ( 2.3 %)
6 . . . . Windows Phone . . . . 2.3 M . . . . . 1.6 % . . . . . . . ( 1.2 %)
7 . . . . MeeGo . . . . . . . . . . 2.2 M . . . . . 1.5 % . . . . . . . ( 1.2 %)
8 . . . . Windows Mobile . . . . 0.4 M . . . . . 0.3 % . . . . . . . ( 0.4 %)
others . . . . . . . . . . . . . . . . 1.6 M . . . . . 1.1 % . . . . . . . ( 1.6 %)
TOTAL . . . . . . . . . . . . . . 145.2 M

Installed base
Rank . OS Platform . . . . . . Units . . . . . Market share . . Was in Q4 of 2011
1 . . . . Android . . . . . . . . . 328 M . . . . . 32 % . . . . . . . . ( 27 %)
2 . . . . Symbian . . . . . . . . 299 M . . . . . 30 % . . . . . . . . ( 35 %)
3 . . . . iOS . . . . . . . . . . . 178 M . . . . . 18 % . . . . . . . . ( 16 %)
4 . . . . Blackberry . . . . . . 111 M . . . . . 11 % . . . . . . . . ( 12 %)
5 . . . . bada . . . . . . . . . . . . 17 M . . . . . 2 % . . . . . . . . ( 1 %)
6 . . . . Windows Mobile . . . . 16 M . . . . 2 % . . . . . . . . ( 2 %)
7 . . . . Windows Phone . . . . 9 M . . . . . 1 % . . . . . . . . ( 1 %)
Others . . . . . . . . . . . . . . . . 55 M . . . . . 5 % . . . . . . . . ( 6 %)
TOTAL Installed Base . . . 1,013 M smartphones in use at end of Q1 2012

Break-down of Android
ANDROID MAKERS IN Q1

Samsung . . . . . . 50%

HTC . . . . . . . . . . 10%

Sony . . . . . . . . . . 9%

Huawei . . . . . . . . 9%

LG . . . . . . . . . . . . 7%

Motorola . . . . . . . . 6%

ZTE . . . . . . . . . . . 6%

Others . . . . . . . . . 3%

Total Android . . . . 80.8 Million

Break-down of WP7
WINDOWS PHONE MAKERS IN Q1

Nokia . . . . . . . . . . . . . . 87%

Samsung . . . . . . . . . . . . 9%

HTC . . . . . . . . . . . . . . . . 4%

Total Windows Phone . . 2.3 Million

(Note above does not include 400,000 Windows Mobile smartphones sold in Q1)

Break-down of Samsung shipments
SAMSUNG SPLIT BY OS IN Q1
Android . . . . . . . . . 91%
bada . . . . . . . . . . . . 9%
Windows Phone . . . . 1%
Total Samsung . . . . 44.5 M

Break-down of Nokia shipments
NOKIA SMARTPHONE SPLIT BY OS IN Q1
– 65% of Nokia branded smartphones still are sold running Symbian.
– 18% are running MeeGo and
– 17% are running Windows Phone.

Of course, his commentary should be read – if you have a can of Red Bull at hand, adjust seat recline and click the link below:
http://communities-dominate.blogs.com/brands/2012/05/smartphone-market-shares-after-q1-its-the-digital-jamboree-year-of-smartphone-bloodbath.html

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For quite some time, the folks from Samsung’s have had their advertising service called AdHub – in the last few weeks, it has been under maintenance for quite some time.

Fortunately, it looks like the worst is behind us – an updated tutorial for the bada integration has just been released. The documentation starts out as following:

Samsung AdHub, the digital advertising service from Samsung Electronics, unveils its enhanced services to our publishers and advertisers. In addition to the original mobile app and mobile web advertising solutions for bada and Android developers, the new revision of AdHub will be offering improved service quality.

Find out more via the URL below:
http://developer.bada.com/library/How-to-use-Samsung-AdHub

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2a Bridgestone to give up on e paper productionThe (usually monochrome) e-paper technology is used commonly in all kinds of e-readers due to the ultra-low power usage.

Bridgestone, one of the largest makers of these screens, now gives up on them:

Tokyo (May, 15 2012) — Bridgestone Corporation today announced plans to withdraw from electronic paper business.

The company has made this decision after careful consideration of its options and in accordance with its management principal of “selection and concentration” which Bridgestone is implementing to put an increased focus on its core businesses to provide maximum value to its customers and shareholders. Due to increasing competition and rapidly declining prices in the liquid crystal panel business, the company decided that the best course of action for its overall business is to exit the electronic paper market.

Exact timing for the withdrawal is still being determined but the company expects to conclude its production of electronic paper by the end of October 2012.

Even though thus sounds quite a bit strange at first glance, it does make sense – according to optometricists, the backlit OLED screens are more comfortable (read: more ergonomically) to read when looking at textual information. In addition to that, e-paper is unusable when it comes to creating smart tablets which are to run operating systems like Android – let’s see what this will lead us to…

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This one is just a short heads-up to all bada developers who are uninterested in Tizen: the future platform from Samsung will be able to run bada apps (alongside emulated Android apps).

From a design perspective, this makes sense – after all, bada was intended to be able to run on a variety of underlying OSses.

Given the difficulty involved in getting a new operating system off the ground, reuse makes sense…

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When it comes to mobile development, religious wars can be fought about the question of web 2.0 vs native.

Mobile Business Briefing now brings us the following nugget:

Research house IDC said that 79 percent of surveyed mobile app developers plan to integrate HTML5 into products they launch this year.

The company said that by 2015, more than 80 percent of all mobile apps will be either wholly or in-part based on the web technology.

Even though I still believe that native apps are the way to go, this sounds interesting – stay tuned for updates as we get them!

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Roaming in the EU is quite a topic – given that Hutchison has used the communality across its network for great advantage, I have frequently predicted that it would be but a question of time when other carriers react.

According to Mobile Business Briefing, Telefonica has just done so:

Telefonica has launched a pan-European data roaming tariff offering smartphone subscribers to its European networks 25MB of data usage for EUR2 a day.

The Pan-European tariff launched in Germany in May and will be available this summer to Telefonica’s O2 and Movistar customers in Spain, UK, Ireland, Czech Republic and Slovakia. It will be applicable for roaming across all 27 EU member states.

Let’s see how this one plays out…

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450px La2 euro EU reduces roaming fees furtherThe EU intends to be a “super state” – in a super state, however, citizens can expect to pay no roaming fees when traveling from one substate to another (similar to the USA).

Sadly, the EU currently has not yet achieved this state. However, it remains work in progress. The Independent now repors the following:

Mobile phone roaming charges will fall again from July following a European Parliament vote today.

The cuts involve reducing the cost of making a mobile call from another EU country from about 30p a minute to 24p, while the cost of sending a text drops to just 7p. Overall, roaming costs have fallen by up to 75% since the campaign began in 2007, said the commission.

Stay tuned for further info as we get it!

Image: Wikimedia Commons / Lars Aronsson

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ntt docomo us mvno Big in Japan: Apple beats SamsungThe Japanese cell phone market has always been completely different from the US/European one: handsets which perform well in Japan are extremely unlikely to do well anywhere else and vice versa. Of course, this kind of effect does not apply to Apple.

MacWorld now reports that Apple – usually less “large than” Samsung due to the latter’s wider product portfolio – has taken the lead in Japan:

Nearly one in three smartphones sold in Japan last fiscal year was an iPhone, pushing Apple’s sales far ahead of main rival Samsung in the country, according to data published by a local research firm.

In the fiscal year ending March 31, smartphone vendors shipped 24.2 million devices in Japan, of which 30 percent were iPhones, making Apple the clear leader in the category, according to data vendor MM Research Institute. Samsung captured an 8.3 percent share, trailing Apple as well as domestic makers Sharp, Fujitsu and Sony.

Not much to add here…

Image: Wikimedia Commons / Marus

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When it comes to data, Krusell’s once-monthly sales report are the staple food of our Metrics Maid section. In fact, we even have some explanation on our coverage as to why we are not breaking data down at OS levels anymore.

Krusell has now sent us the latest update:

1. (1) Apple iPhone 4/4S
2. (8) Sony Xperia S
3. (2) Samsung I9100 Galaxy S II
4. (-) Sony Xperia U
5. (7) Samsung Galaxy Note
6. (4) Sony Ericsson XPERIA Arc/Arc S
7. (3) Samsung Galaxy Nexus
8. (-) Nokia E52
9. (10) HTC Sensation
10. (9) HTC Sensation XL
() = Last month’s position.

In April Sony’s new models Xperia S and U has made a significant race on the Top seller list from Krusell. It’s been a while since we had three phones from Sony, or previous Sony Ericsson, on our list, says Ulf Sandberg CEO at Krusell. In April it’s only Samsung who matches Sony in number of devices on the list, even if iPhone is still number one.

The Swedish manufacturer of carrying cases for portable electronics, Krusell, releases its “Top 10″-list for April 2012. The list is based on the number of pieces of custom made mobile- and smartphone cases ordered from Krusell during April 2012. Krusell’s list is unique due to the fact that it reflects the sales of phones on six continents and in more than 70 countries around the globe.

Not much to add here…

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For bada developers, AdHub is the only monetization solution available – on Android and smart TV platforms, it also is pretty popular.

Either way, the boys have just updated their terms and conditions as following:

We are announcing upcoming changes to Samsung AdHub service to

become effective after May 15,2012.

What’s new in Samsung AdHub

1. The addition of richer ads types

– Support for more ad types including expandable, interstitial, carousel and TV-in-app ads.

2. RTB

– Publishers can now enjoy all the advantages that come with RTB.

3.. Ad creatives directly from advertisers and agencies

– We are thrilled to announce that with the update, advertisers and agencies

can directly publish their ads through Samsung AdHub.

Revised Terms & Conditions and Additional Account Information

To take full advantage of the new features, you will need to provide us with additional details

of your Samsung AdHub account and agree to our new Terms & Conditions from April 19. 2012.

Please carefully review our revised Terms & Conditions to ensure your complete understanding.

To take advantage of the full range of services offered by the new revamped version of Samsung AdHub

please review our revised Terms & Conditions. You will see the new terms in a pop-up when you login to

Samsung AdHub website (from April 19, 2012)

After agreeing to the revised Terms & Conditions, you will be asked to provide additional details

about your existing Samsung AdHub account.

In addition to this, a Bank book copy has to be provided – this can be an account statement with balances, etc greyed out!

So, good fun!

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Before beginning this review, we must clarify that the definition for the small, medium and large phones has changed since the launch of the Galaxy Note. Those that were considered large are now medium.

We received an Overboard Waterproof case, courtesy of MobileFun iPad Accessories. Let us begin.

The case comes nicely packed and looks nice and shiny in the first go. Though Overboard has mentioned the case to be for small phones, We deem a device like the N8 not to fit the category. Rather, we term it as a medium sized device.

 Review–Overboard Waterproof case for Medium sized devices

Upon opening, the contents of the package include the case, a hook, a lanyard. And No, the phone does not come inside the package Smile with tongue out

 Review–Overboard Waterproof case for Medium sized devices

The case is made up of waterproof material that feels soft yet strong. We had to open these locks to get a look inside the case.

 Review–Overboard Waterproof case for Medium sized devices

The phone can be slid through once the locks are open. These locks act a sealing barrier once the phone is inside.

 Review–Overboard Waterproof case for Medium sized devices

Once securely locked, nothing can enter or exit the case save light Smile with tongue out

 Review–Overboard Waterproof case for Medium sized devices

The case did not prove to be any hindrance while operating the phone. The phone responded as snappily as it did outside the case.

Overboard have made sure that the phone’s camera is not missed out. While the front has a larger transparent are to operate the phone to it’s fullest, the rear of the case makes sure that the camera is not covered.

 Review–Overboard Waterproof case for Medium sized devices

A sample of the camera functioning inside the case

 Review–Overboard Waterproof case for Medium sized devices

You can use the hook and and the lanyard to secure the phone while you are on the move.

 Review–Overboard Waterproof case for Medium sized devices

In my opinion, the case is one of the best in it’s class. It can keep you phone safe from water damage. We definitely recommend this case if you device is small to medium in size. But if you have a Galaxy Note, then this case is not a choice as the Note would not fit in.

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It is difficult not to notice the raise of smartphone games – what started with a few 8bit sprites, now endangers classic mobile gaming consoles.

ComScore has now sent out the following table – in some countries, more than 50% of all smartphone users use games at least once a month:

Frequency of Smartphone Users Playing Games on their Devices
3 Month Average Ending February 2012
Total EU5 (FR, DE, IT, ES and UK), Age 13+
Source: comScore MobiLens
  Penetration (%) of Smartphone Users Playing Games
EU5 France Germany Italy Spain UK
Almost every day 11.5% 7.4% 11.8% 10.0% 10.4% 16.4%
At least once each week 14.3% 9.7% 14.2% 13.8% 13.5% 18.8%
Once to three times throughout the month 15.9% 10.1% 16.2% 17.9% 17.8% 17.2%
Ever in month 41.7% 27.2% 42.1% 41.8% 41.6% 52.4%

In addition to that, we were also provided some data on the use of social features integrated into the games:

Smartphone Social Gaming Activities*
3 Month Average Ending February 2012
Total EU5 (DE, ES, FR, IT and UK) Smartphone Gaming Audience Age 13+
Source: comScore MobiLens
Penetration (%) of Smartphone Gamers
EU5 France Germany Italy Spain UK
Logged in via Email or Facebook 13.2% 13.1% 11.7% 15.5% 10.8% 14.2%
Played with other people 9.1% 8.6% 7.5% 9.4% 11.0% 9.1%
Invited friend to play 6.7% 5.6% 7.3% 8.2% 7.3% 5.4%
Shared score on leaderboard 7.6% 9.9% 9.3% 9.0% 7.0% 5.1%
Used chat 3.0% 2.8% 2.5% 3.2% 3.9% 2.7%
Sent/received gift 2.2% 1.9% 2.5% 2.7% 2.1% 1.7%

In addition to that, we also get the now-usual “usage metrics”:

Mobile Benchmark Data for the European Market
3 Month Avg. Ending February 2012
Total EU5 (DE, ES, FR, IT and UK), Age 13+
Source: comScore MobiLens
Penetration (%) of Mobile Subscribers
EU5 France Germany Italy Spain UK
Used Smartphone 46.9% 43.3% 40.1% 45.4% 53.9% 54.7%
Used Application (excl. pre-installed) 40.8% 36.6% 36.2% 35.4% 45.8% 52.0%
Used browser 40.5% 39.0% 33.8% 35.5% 43.7% 52.6%
Played games 29.1% 17.4% 27.0% 32.7% 32.3% 37.0%
Sent text message 84.3% 86.9% 80.0% 81.5% 80.9% 92.1%
Listened to music 28.1% 24.7% 27.8% 25.5% 36.5% 28.3%
Accessed Social Networking Site or Blog 27.6% 24.3% 21.3% 24.3% 30.3% 39.3%

Not much to add here…

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When it comes to press releases in the mobile space, the trigger events tend to be pretty clear: release, update and one million downloads. However, it can also make perfect sense to tie in with real-world events.

A company called BuddyCalc has now sent out the following release, mocking a recent US Government scandal:

Hookergate is obviously not an ‘event’ we would necessarily want to link to our Apple iPhone/iPad app ‘BuddyCalc’, but in this case it could have been a smart move to use BuddyCalc PRO in order to avoid any discussions afterwards over who paid what and who owes whom how much! BuddyCalc PRO handles cost sharing events, keeps track of expenses and makes dividing up costs between your friends easy. You can even allocate cost items to individuals if you do not want to share these specific expenses.

Brussels, Belgium – BuddyCalc PRO, released in January 2012 and last updated on 21 March, handles cost sharing events, keeps track of expenses and makes complex calculations among friends a thing of the past. Its little sister App, BuddyCalc Free with a 5 star rating in the App Store, can be used for simple cost-sharing calculations among friends and handles one event at the time.

Even though such a release is unlikely to ever run on a mobile computing news site, it has a realistic potential to be picked up by larger news media.

So, why not take a stab next time?

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From the days of the Palm, one rule was very clear for mobile developers: speak badly about the OS vendor, and bleed. Due to this, comparative information on marketplaces is difficult to come by – for example, Tamoggemon had to stop its monthly Ovi reports at Nokia’s request.

TinyCo, the developer of a mobile game, has now provided the following diagram comparing the average revenue per user across Android and iPhone:
tinyvillage infographic Amazon vs Google Play vs iTunes   the ARPU battle

In addition to that, the following statement came along:

A chart-topping game on all three app stores, Tiny Village on Google Play has an Average Revenue per User (ARPU) of 65% of Tiny Village on iTunes, a number which increases to 82% when only smartphone users are compared. When comparing iTunes to Amazon, Tiny Village’s Amazon Appstore ARPU is 80% higher that of iTunes, and examining just tablets, the Kindle ARPU is 43% higher than the iPad. Contrary to popular belief, TinyCo has shown that social mobile games for the Android platform can have ARPU amounts that match and sometimes exceed the same title on iOS.

Additional notes: iTunes and Google Play show a similar Average Revenue per Paying User (ARPPU) for the game – the differentiating factor between the two stores is the percentage of people who pay. However, this percentage is predicted to shrink as more users enter their credit card information. Moreover, the title’s Amazon ARPU will further increase as IAP packages greater than $20 are introduced to the game.

Of course, this is but an individual developer – but it nevertheless is very interesting to read…

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Strand Consult has identified five paths that smaller operators on a market can choose between:

1. Cost control – Use tight cost control and a close focus on all costs to ensure that your company is being run more cost efficiently than your competitors. This is a tough business strategy and is being used to a lesser or greater extent by all mobile operators every day.

2. Infrastructure sharing – An increasing number of operators are not only outsourcing smaller or larger parts of their business, they are also now signing network sharing agreements with their competitors, allowing them to create companies that deliver mobile traffic to multiple competing mobile operators.

3. An aggressive MVNO strategy – Using an aggressive MVNO strategy makes it possible to significantly reduce your sales and marketing costs. In practice mobile operators using this strategy will move away from purchasing expensive customers with a high margin, that will not be profitable for 12 – 24 months, to purchasing customers with a lower margin, but that are generating a positive cash flow from the first month.

4. A focused strategy – An operator can also have a focused strategy, where they avoid customer segments and products that they either do not have the resources to handle, or the ability to service. One way of doing business using this strategy would be to solely focus on SIM-only products and not subsidise any type of hardware. By using this strategy, an operator can profile themselves on the market with simple and clear messages and at the same time significantly reduce their distribution costs.

5. The capitulation strategy – Operators thinking about this type of strategy have most probably already tried one or more of the above strategies without much success and have therefore concluded that their business may have a larger value if they try selling it to a competitor, that will gain the advantage of being able to benefit from the synergies of merging two mobile operators. There have been numerous examples where we have seen very high “scrap” values for mobile operator. For many mobile operators that are number three or four on a mobile market, this model is probably the most profitable for their shareholders.

Not much to add here…

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