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価格・ご注文について

この調査レポートは、モバイルソーシャルメディア市場を調査し、モバイルメディアコンテンツやモバイル上のデート市場を分析・予測しています。

主な掲載内容 (目次より抜粋)

• エグゼクティブサマリー
• モバイルソーシャルメディアとは？
• モバイルソーシャルウェブ戦略
• モバイルソーシャルメディア予測
• モバイルデート戦略
• モバイルデート市場予測
• 市場成長阻害要因と法規制
• 関連企業情報

Overview

• 71 Unique Forecast Tables & 45 charts
• Analysis by Smartphone, Tablet & Feature phone
• 12 in-depth Company Profiles 
• 9 Interviews with Key Players

This state of the art report tackles mobile social media, with an advanced breakdown of the swiftly-changing world of the mobile web, and the ways in which user behaviour is driving changes in subscriptions, games and dating. 

As part of a systematic analysis, this study examines the defining advantages and difficulties surrounding the mobile social web and mobile dating markets, as well as a multiplicity of approaches to advertising and content. Additionally, forecasts for each hemisphere of mobile social media cover user activity by average spend, usage, advertisements viewed and calculated revenues.

Benefits of this Report

• An exclusive study of the revenue potential offered to social media service providers, demonstrated by case studies and strategic recommendations.
• Revealing interviews with senior executives across the mobile social media industry.
• Unparalleled insight: key drivers for the development of the market for virtual goods.
• The most comprehensive forecast suite currently available for the mobile web and mobile dating sector.

Companies Referenced

3, Adobe Systems, Amazon, AOL, Apple, At&T, Bango, Bank of China, Bharat Matrimony, Blendr, BuzzCity, Cyworld, Dell, eHarmony, Electronic Arts, Facebook, First National Bank, Flickr, Flirtomatic, Foursquare Labs, GoFresh, Google, Gowalla, Handmade Mobile Entertainment, IAC, ICQ, Illicit Encounters, Inc. Magazine, Jiayuan.com, LinkedIn, Loopt, Match.com, meetMoi, Microsoft, MXit, Myxer, myYearbook, O2, OKCupid, Payforit, PayPal, PlentyofFish, Qualcomm, RIM, Skout, Snaptu, SoLoMo, Spotify, Starbucks, StumbleUpon, Sulake, Symbian, Tencent, Twitter, Vodafone, Yahoo!, Zhenai.com, Zong, Zoosk, Zynga

Key Questions

• What is the current value of the mobile social media market? How big will it be in five years' time?
• How can social networks successfully monetise their services?
• How will the sale of virtual goods on mobile social media services affect revenues?
• Which business models are currently succeeding?
• What are the drivers towards mobile social media use?
• What are the barriers to mobile social media take up?
• How does take up differ across platforms and services?
• What are the prospects for mobile social media and mobile dating services in emerging markets?
• Which business models will succeed in emerging markets?
• Who are the key players within the mobile social media market? What are their strategies and what products do they offer?

TOP

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TABLE OF CONTENTS

Executive Summary

What Is Mobile Social Media? 

1.1 Introduction.................................. 29
1.2 Defining Mobile Social Media.................................. 31
1.2.1 Service Types................... 31
Table 1.1: Mobile Social Media Service Features................ 31
1.2.2 Product Types.................. 32
Advertising................................................. 32
Premium Features..................................... 32
Virtual Goods............................................ 32
Figure 1.1: Virtual
Goods in Habbo Hotel............................ 33
1.3 Historic Barriers.......................... 33
1.3.1 Costs.................................. 33
1.3.2 User Experience.............. 34
1.4 Technology.................................... 35
1.4.1 Phone Features................ 35
Figure 1.2: Example of a Brew MP Game.............................. 35
1.4.2 Smartphones..................... 36
Figure 1.3: Twitter Integration into iOS5............................... 36
1.4.3 Tablets............................... 37
1.4.4 Mobile Internet................. 38
Table 1.2: Mobile Internet Technologies............................. 38
1.5 Impacts of Technology............... 39

Mobile Social Web Strategies

2.1 Social Web Background............. 41
2.1.1 Social Media on Desktop PCs.............................. 41
Figure 2.1: Global Desktop Social Web Users (m).............. 42
2.1.2 Technology Trends................................................ 42
2.1.3 Rise of Geosocial Networking.............................. 43
Figure 2.2: Rise of Geosocial Networking.............................. 44
Figure 2.3: The SoLoMo Trend................................................ 44
2.1.4 Effect of Trends................ 45
i. Social Network Trends......................... 45
ii. Integration of Social Networks........... 45
iii. Social Media and Social Unrest................................................ 45
2.2 Revenue Streams......................... 46
2.2.1 Advertising........................ 46
i. Minimally Targeted Advertising.......... 46
Figure 2.5: Example of a Brand Page on Twitter.................. 47
Figure 2.6: DellOutlet Page on Twitter.................................. 47
ii. Highly Targeted Advertising............... 48
Figure 2.7: Examples of Foursquare Specials........................ 48
2.2.2 Premium Features............ 49
i. Subscriptions.......................................... 49
ii. Freemium Model................................... 49
2.2.3 Virtual Goods................... 50
i. Virtual gifts.............................................. 50
ii. In-game items......................................... 50
2.3 Payment Mechanisms................. 50
2.3.1 Credit Cards..................... 50
2.3.2 Premium SMS................... 51
2.3.3 Operator Billing............... 51
2.3.4 Virtual Currencies........... 51
2.3.5 In App Payment............... 52
2.3.6 Gift Cards......................... 52
2.3.7 Comparison of Billing Types................................ 52
Table 2.1: Comparison of Billing Types............................... 53
2.4 Emerging Markets....................... 53
2.4.1 Technology....................... 53
Figure 2.8: Mobile vs. Internet Take-up in Developing Countries.................. 54
2.5 Case Studies.................................. 54
2.5.1 Case Study: Tencent's Mobile Strategy.............. 54
Figure 2.9: Tencent QQ Client on iPad................................. 54
i. Subscriptions.......................................... 55
Table 2.2: Virtual Goods on Tencent................................. 55
ii. Virtual Goods........................................ 55
2.5.2 Case Study: MXit's Mobile Strategy.................... 55
i. Interface..................... 55
Figure 2.10: MXit Interface via m.mxit.com........................... 56
ii. Virtual Currency................................... 56
iii. Chat.......................... 56
iv. Games...................... 56
Figure 2.11: MXit Games................... 57
v. Virtual goods......................................... 57
Table 2.3: Virtual Goods on MXit........................................ 57
vi. Subscriptions........................................ 57
2.5.3 Case Study: Facebook's Mobile Strategy............ 58
i. Facebook Credits................................... 58
Figure 2.12: Facebook ..................... 58

Mobile Social Media Forecasts

3.1 Introduction.................................. 61
3.2 Methodology................................. 62
Figure 3.1: Methodology for Social Web Services................ 62
3.3 The Market for Mobile Social Web Services............................................. 63
3.3.1 Users of Mobile Social Web Services................. 63
i. Smartphone User Base.......................... 63
Table 3.1: Smartphone Users (%) Who Use Social Web Services  Split by 8 Key Regions 2011-2016 .. 63 
Figure 3.2: Smartphone Users (m) Who Access Social Web Services Split by 8 Key Regions 2011-2016 .. 64
Table 3.2: Smartphone Users (m) Who Use Social Web Services Split by 8 Key Regions 2011-2016 .. 64
ii. Feature Phone User Base.................... 64
Table 3.3: Feature Phone Users (%) Who Use Social Web Services Split by 8 Key Regions 2011-2016 .. 65
Figure 3.3: Feature Phone Users (m) Who Access Social Web Services  Split by 8 Key Regions 2011-2016 .. 65
Table 3.4: Feature Phone Users (m) Who Access Social Web Services Split by 8 Key Regions 2010-2016 .. 66
iii. Handset User Base.............................. 66
Figure 3.4: Handset Users (m) Who Access Social Web Services Split by 8 Key Regions 2011-2016 .. 66
Table 3.5: Handset Users (m) Who Access Social Web Services Split by 8 Key Regions 2011-2016 .. 67
iv. Tablet User Base.................................. 67
Table 3.6: Tablet Users (%) Who Use Social Web Services Split by 8 Key Regions 2011-2016 .. 67
Figure 3.5: Tablet Users (m) Who Access Social Web Services Split by 8 Key Regions 2011-2016 .. 68
Table 3.7: Tablet Users (m) Who Use Social Web Services Split by 8 Key Regions 2011-2016 .. 68
3.3.2 Users Purchasing Virtual Goods/Premium Subscriptions............. 69
i. Smartphone Users Purchasing Virtual Goods/Premium Subscriptions............ 69
Table 3.8: Smartphone Social Media Users (%) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.......................................... 69
Figure 3.6: Smartphone Social Media Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016............................................ 70
Table 3.9: Smartphone Social Media Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.......................................... 70
ii. Feature Phone Users Purchasing Virtual Goods/Premium Subscriptions.............................................. 71
Table 3.10: Feature Phone Social Media Users (%) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.......................................... 71
Figure 3.7: Feature Phone Social Media Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016............................................ 71
Table 3.11: Feature Phone Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016................................ 72
iii. Handset Users Purchasing Virtual Goods/Premium Subscriptions................. 72
Figure 3.8: Handset Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2010-2016 .. 73
Table 3.12: Handset Users (m) Who Purchase Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 73
3.3.3 Market for Virtual Goods/Premium Features.................................. 74
i. Smartphone Spend on Virtual Goods/Premium Subscriptions.......................... 74
Figure 3.9: Average Spend per Smartphone User per Annum on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016............................................ 74
Table 3.13: Average Spend per Smartphone User per Annum on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.......................................... 75
Figure 3.10: Total Spend ($m) via Smartphones on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2010-2016 .. 75
Table 3.14: Total Spend ($m) via Smartphones on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 76
ii. Feature Phone Spend on Virtual Goods/Premium Subscriptions..................... 76
Figure 3.11: Average Spend per Feature Phone User per Annum on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016............................................ 76
Table 3.15: Average Spend per Feature Phone User per Annum on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016........................... 77
Figure 3.12: Total Spend ($m) via Feature phones on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016.................................. 77
Table 3.16: Total Spend ($m) via Feature phones on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016................................ 78
iii. Handset Spend on Virtual Goods/Premium Subscriptions............................... 78
Figure 3.13: Total Spend ($m) via Handsets on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 78
Table 3.17: Total Spend ($m) via Handsets on Virtual Goods/Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 79
3.3.4 Social Media Advertising Revenues..................... 79
i. Display Advertisements on Smartphones................................ 79
Table 3.18: Average Number of Display Ads Viewed per Browsing Smartphone User per Annum Split by 8 Key Regions 2011-2016....................... 79
Table 3.19: Total Number of Display Ads Viewed per Annum (m) on Smartphones Split by 8 Key Regions 2011-2016 .. 80
Figure 3.14: Average Mobile Social Media Smartphone Cost per Mille Split by 8 Key Regions 2011-2016 .. 80
Table 3.20: Average Mobile Social Media Smartphone Cost per Mille Split by 8 Key Regions 2011-2016 .. 81
Figure 3.15: Total Social Media Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 .. 81
Table 3.21: Total Social Media Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 .. 82
i. Display Advertisements on Feature Phones............................ 82
Table 3.22: Average Number of Display Ads Viewed per Browsing Feature Phone User per Annum Split by 8 Key Regions 2011-2016.......................................... 82
Table 3.23: Total Number of Display Ads Viewed per Annum (m) on Feature Phones Split by 8 Key Regions 2011-2016 .. 83
Figure 3.16: Average Mobile Social Media Feature Phone Cost per Mille Split by 8 Key Regions 2011-2016 .. 83
Table 3.24: Average Mobile Social Media Feature Phone Cost per Mille Split by 8 Key Regions 2011-2016 .. 84
Figure 3.17: Total Social Media Advertising Spend ($m) on Feature Phones Split by 8 Key Regions 2011-2016 .. 84
Table 3.25: Total Social Media Advertising Spend ($m) on Feature Phones Split by 8 Key Regions 2011-2016 .. 85
iii. Display Advertisments on Handsets....................................... 85
Figure 3.18: Total Social Media Advertising Spend ($m) on Handsets Split by 8 Key Regions 2011-2016 .. 85
Table 3.26: Total Social Media Advertising Spend ($m) on Handsets Split by 8 Key Regions 2011-2016 .. 86
iv. Display Advertisments on Tablets........................................... 86
Table 3.27: Average Number of Display Ads Viewed per Browsing Tablet User per Annum Split by 8 Key Regions 2011-2016................................ 86
Table 3.28: Total Number of Display Ads Viewed per Annum (m) on Tablets Split by 8 Key Regions 2011-2016 .. 87
Figure 3.19: Average Mobile Social Media Feature Phone Cost per Mille Split by 8 Key Regions 2010-2016 .. 87
Table 3.29: Average Mobile Social Media Tablet Cost per Mille Split by 8 Key Regions 2011-2016 .. 88
Figure 3.20: Total Social Media Advertising Spend ($m) on Tablets Split by 8 Key Regions 2011-2016 .. 88
Table 3.30: Total Social Media Advertising Spend ($m) on Tablets Split by 8 Key Regions 2011-2016 .. 89
3.3.5 Revenues for Mobile Social Media by Source................................. 89
Figure 3.21: Total Revenues ($m) On Mobile Social Media via Handsets Split by Revenue Source 2011-2016 .. 89
Table 3.31: Total Revenues ($m) On Mobile Social Media via Handsets Split by Revenue Source 2011-2016 .. 90

Mobile Dating Strategies

4.1 Mobile Dating Background...................................... 91
4.1.1 Dating on Desktop.......... 91
Figure 4.1: Mobile Dating Segments........................................ 91
4.1.2 Dating on Mobile............. 92
Figure 4.2: Screenshots of the Blendr App............................ 92
i. Social Dating........................................... 93
4.1.3 Emerging Markets............ 93
4.2 Revenue Streams......................... 93
Figure 4.3: Dating Business Models......................................... 93
4.2.1 Subscriptions.................... 94
Table 4.1: Monthly Subscription Fees, US/UK.................... 94
4.2.2 Virtual Goods................... 95
Figure 4.4: Example of a Virtual Gift...................................... 95
4.2.3 Advertising........................ 95
4.3 Case Studies.................................. 96
4.3.1 meetMoi's Mobile Strategy.................................... 96
Figure 4.5: Screenshots from the MeetMoi NOW App.................................... 96
4.3.2 Match.com's Mobile Strategy................................ 97
Figure 4.6: Match.com iPhone App......................................... 97
4.3.3 myYearbook.com's Mobile Strategy.................... 97
Figure 4.7: myYearbook.com's iPhone App.......................... 98
4.3.4 OKCupid's Mobile Strategy.................................. 98
Figure 4.8: Screenshots from the OKCupid Mobile App.................................. 99
4.4 Barriers.......................................... 99
4.4.1 Barriers to Mobile Dating Take Up..................... 99
i. User Experience..................................... 99
ii. Reputation........................................... 100
iii. Safety...................... 100
iv. Same Sex Matching........................... 100
v. Discretion............................................ 101
vi. Changing User Behaviour................ 101
vii. Competition from Free Sites........... 101
viii. Cultural Problems........................... 101
4.4.2 Social Dating Barriers.......................................... 101
4.4.3 Advertising Problems.......................................... 101

Dating Forecasts 

5.1 Introduction................................ 103
5.2 Methodology............................... 104
Figure 5.1: Methodology for Mobile Dating Services....................................... 104
5.3 The Market for Mobile Dating Services............. 104
5.3.1 Users of Mobile Dating Services........................ 104
i. Smartphone User Base  for Dating Services........................... 104
Table 5.1: Smartphone Users (%) Who Use Dating Services Split by 8 Key Regions 2011-2016 .. 105
Figure 5.2: Smartphone Users (m) Who Access Dating Services  Split by 8 Key Regions 2011-2016 .. 105
Table 5.2: Smartphone Users (m) Who Use Dating Services Split by 8 Key Regions 2011-2016 .. 106
ii. Feature Phone User Base.................. 106
Table 5.3: Feature Phone Users (%) Who Use Dating Services Split by 8 Key Regions 2011-2016.............. 106
Figure 5.3: Feature Phone Users (m) Who Access Dating Services Split by 8 Key Regions 2011-2016 .. 107
Table 5.4: Feature Phone Users (m) Who Access Dating Services Split by 8 Key Regions 2011-2016 .. 107
iii. Handset User Base............................ 107
Figure 5.4: Handset Users (m) Who Access Dating Services Split by 8 Key Regions 2011-2016 .. 108
Table 5.5: Handset Users (m) Who Access Dating Services Split by 8 Key Regions 2011-2016 .. 108
5.3.2 Premium Subscriptions for Mobile Dating Services..................... 108
i. Subscriptions on Smartphones................................................ 109
Table 5.6: Smartphone Dating Users (%) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 109
Figure 5.5: Smartphone Users (m) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 109
Table 5.7: Smartphone Users (m) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 110
Table 5.8: Average Spend ($) per Smartphone User per Annum Split by 8 Key Regions 2011-2016 .. 110
Figure 5.6: Total Spend ($m) On Premium Subscriptions via Smartphone Split by 8 Key Regions 2011-2016 .. 111
Table 5.9: Total Spend ($m) On Premium Subscriptions via Smartphone Split by 8 Key Regions 2011-2016 .. 111
i. Subscriptions on Feature Phones............................................ 112
Table 5.10: Feature Phone Dating Users (%) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 112
Figure 5.7: Feature Phone Users (m) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 112
Table 5.11: Feature Phone Users (m) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 113
Table 5.12: Average Spend ($) per Feature Phone User per Annum Split by 8 Key Regions 2011-2016 .. 113
Figure 5.8: Total Spend ($m) On Premium Subscriptions via Feature Phone Split by 8 Key Regions 2011-2016 .. 114
Table 5.13: Total Spend ($m) On Premium Subscriptions via Feature Phone Split by 8 Key Regions 2011-2016 .. 114
i. Subscriptions on Handsets................ 114
Figure 5.9: Handset Users (m) Who Purchase Premium Subscriptions  Split by 8 Key Regions 2011-2016 .. 115
Table 5.14: Handset Users (m) Who Purchase Premium Subscriptions Split by 8 Key Regions 2011-2016 .. 115
Figure 5.10: Total Spend ($m) On Premium Subscriptions via Handsets Split by 8 Key Regions 2010-2016 .. 116
Table 5.15: Total Spend ($m) On Premium Subscriptions via Handsets Split by 8 Key Regions 2011-2016 .. 116
5.3.3 Virtual Goods for Mobile Dating Services..................................... 116
i. Virtual Goods on Smartphones............................................... 117
Table 5.16: Smartphone Dating Users (%) Who Purchase Virtual Goods Split by 8 Key Regions 2011-2016 .. 117
Figure 5.11: Smartphone Users (m) Who Purchase Virtual Goods Split by 8 Key Regions 2011-2016 .. 117
Table 5.17: Smartphone Users (m) Who Purchase Virtual Goods Split by 8 Key Regions 2011-2016 .. 118
Table 5.18: Average Spend ($) per Smartphone User per Annum Split by 8 Key Regions 2011-2016 .. 118
Figure 5.12: Total Spend ($m) On Virtual Goods via Smartphone Split by 8 Key Regions 2011-2016 .. 119
Table 5.19: Total Spend ($m) On Virtual Goods via Smartphone Split by 8 Key Regions 2011-2016 .. 119
i. Virtual Goods for Dating Services on Feature Phones..................................... 119
Table 5.20: Feature Phone Dating Users (%) Who Purchase Virtual Goods Split by 8 Key Regions 2011-2016 .. 120
Figure 5.13: Feature Phone Users (m) Who Purchase Virtual Goods Split by 8 Key Regions 2011-2016 .. 120
Table 5.21: Feature Phone Users (m) Who Purchase Virtual Goods 2011-2016......................... 121
Table 5.22: Average Spend ($) on Virtual Goods per Feature Phone User per Annum 2011-2016 .. 121
Figure 5.14: Total Spend ($m) On Virtual Goods via Feature Phone Split by 8 Key Regions 2011-2016 .. 121
Table 5.23: Total Spend ($m) On Virtual Goods via Feature Phone Split by 8 Key Regions 2011-2016 .. 121
i. Virtual Goods on Handsets............... 122
Figure 5.15: Handset Users (m) On Virtual Goods Split by 8 Key Regions 2011-2016................ 122
Table 5.24: Handset Users (m) On Virtual Goods Split by 8 Key Regions 2011-2016............... 122
Figure 5.16: Total Spend ($m) On Virtual Goods via Handsets Split by 8 Key Regions 2011-2016 .. 123
Table 5.25: Total Spend ($m) On Virtual Goods via Handsets Split by 8 Key Regions 2011-2016.............. 123
5.3.4 Total Spend on Mobile Dating.......................... 123
Figure 5.16: Total Spend ($m) On Mobile Dating via Handsets Split by 8 Key Regions 2011-2016 .. 124
Table 5.26: Total Spend ($m) On Mobile Dating via Handsets Split by 8 Key Regions 2011-2016.............. 124
5.3.5 Mobile Dating Advertising Revenues............... 124
i. Display Advertisements on Smartphones.............................. 125
Table 5.27: Percentage (%) of Mobile Smartphone Dating Users Who Respond to Advertising Split by 8 Key Regions 2011-2016.............................. 125
Table 5.28: Number (m) of Users who Respond to Advertising on Smartphones Split by 8 Key Regions 2011-2016 .. 125
Table 5.29: Responses per User per Annum on Smartphones Split by 8 Key Regions 2011-2016 .. 126
Figure 5.17: Total Responses per Annum on Smartphones Split by 8 Key Regions 2010-2016.. 126
Table 5.30: Total Responses per Annum (m) on Smartphones Split by 8 Key Regions 2011-2016............... 127
Figure 5.18: Average Mobile Dating Smartphone Cost per Clickthrough Split by 8 Key Regions 2011-2016 .. 127
Table 5.31: Average Mobile Dating Smartphone Cost per Clickthrough Split by 8 Key Regions 2011-2016 .. 128
Figure 5.19: Total Mobile Dating Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 .. 128
Table 5.32: Total Mobile Dating Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 .. 129
i. Display Advertisements on Feature Phones.......................... 129
Table 5.33: Percentage (%) of Mobile Feature Phone Dating Users Who Respond to Advertising Split by 8 Key Regions 2011-2016.................... 129
Table 5.34: Number of Users (m) who Respond to Advertising on Feature Phones Split by 8 Key Regions 2011-2016 .. 130
Table 5.35: Responses per User per Annum on Feature Phones Split by 8 Key Regions 2011-2016 .. 130
Figure 5.20: Total Responses per Annum on Feature Phones Split by 8 Key Regions 2011-2016 .. 131
Table 5.36: Total Responses per Annum on Feature Phones Split by 8 Key Regions 2011-2016 .. 131
Figure 5.21: Average Mobile Dating Feature Phone Cost per Clickthrough Split by 8 Key Regions 2011-2016 .. 132
Table 5.37: Average Mobile Dating Feature Phone Cost per Clickthrough Split by 8 Key Regions 2011-2016 .. 132
Figure 5.22: Total Mobile Dating Advertising Spend ($m) on Feature Phones Split by 8 Key Regions 2011-2016 .. 133
Table 5.38: Total Mobile Dating Advertising Spend ($m) on Feature Phones Split by 8 Key Regions 2011-2016 .. 133
iii. Display Advertisments on Handsets..................................... 134
Figure 5.23: Total Dating Advertising Spend ($m) on Handsets Split by 8 Key Regions 2011-2016 .. 134
Table 5.39: Total Dating Advertising Spend ($m) on Handsets Split by 8 Key Regions 2011-2016 .. 134
5.3.6 Revenues for Mobile Dating by Source........... 135
Figure 5.24: Total Revenues ($m) On Mobile Dating via Handsets Split by Revenue Source 2011-2016 .. 135
Table 5.40: Total Revenues ($m) On Mobile Dating via Handsets Split by Revenue Source 2011-2016 .. 135

Hurdles and Regulations 

6.1 Types of Challenges.................. 137
Figure 6.1: Key Challenges.............. 137
6.2 Technological Challenges...................................... 138
6.2.1 Developing for Smartphones............................. 138
i. Fragmentation...................................... 138
Table 6.1: Development Language Comparison.............. 138
ii. HTML5................................................. 139
iii. Walled Garden and Approval Processes............................ 139
6.2.2 Developing for Feature Phones......................... 139
6.2.3 User Experience............ 140
6.3 Monetisation............................... 140
Figure 6.2: Monetisation Strategies....................................... 140
6.3.1 Freemium Model............ 141
i. Advertising............................................ 141
ii. Virtual Goods...................................... 141
6.3.2 Subscription Model.............................................. 141
6.3.3 Payment Fragmentation...................................... 141
6.4 Regulation................................... 142
6.4.1 Censorship..................... 142
i. Civil Unrest........................................... 143
6.4.2 Privacy............................. 143
i. Privacy Settings.................................... 144
ii. Real Names Policies........................... 144
iii. Face Recognition............................... 144
iv. Third Party Applications.................. 144
iv. Location of Data................................ 145
6.4.3 Data Protection............. 145
i. European Union.................................. 145
ii. North America.................................... 145
6.4.4 Targeted Advertising........................................... 145
6.4.5 Virtual Currencies................................................ 146
6.5 Content........................................ 146
6.5.1 Copyright........................ 146
i. Copyright Infringement by Users............................................ 146
ii. Infringement of User's Copyright........................................... 147
6.5.2 Inappropriate Content........................................ 147
6.5.3 Safety............................... 148
6.5.4 Age Verification............. 148
6.5.5 Defamation..................... 149
6.6 MNO Barriers............................. 149
6.6.1 Bandwidth....................... 149
6.6.2 Exploits........................... 150

Company Profiles

7.1.1 Facebook......................... 153
7.1.2 Twitter............................. 155
7.1.3 Tencent........................... 157
Figure 1: Revenue Breakdown for Tencent......................... 157
7.1.4 Foursquare..................... 159
7.1.5 Google............................. 160
7.1.6 LinkedIn........................... 162
Figure 2: Revenue Breakdown for LinkedIn......................... 163
7.1.7 MXit................................. 164
7.1.8 Loopt............................... 165
7.1.9 Flickr................................ 167
7.1.10 StumbleUpon................. 168
7.1.11 Flirtomatic....................... 169
7.1.12 Match.com...................... 171