目次
価格・ご注文についてこの調査レポートは、グーグルによって非常に大きな市場となったウェブサーチについて記載している。モバイル検索の市場を概観し、様々な市場傾向やバリューチェーン、市場参加企業などについて分析している。また、急速に成長している非常に大きな市場となったデジタル広告産業についても記載している。
Description
Web search has become the way to navigate the Internet and today supports a multibillion dollar industry dominated by Google. It is also the largest and fastest-growing segment of the digital advertising industry. The smartphone boom is creating increasing demand for mobile Internet services, and search is becoming an important method of finding information on this platform. Today it is a dynamic, growing opportunity.
Although Google has a strong position in mobile search, it is unclear if the search giant will be as dominant as it is on the desktop because of a number of important trends, notably voice and local search. While voice is becoming an important trend driving mobile search, language differences are likely to benefit local or first movers in different regions. The development of voice recognition into a personal digital assistant offers new opportunities and is being integrated into platforms and devices. Location is also a key element of mobile search, and players from different industries have been drawn into the local search opportunity.
This report looks at all these developments, providing an overview of the mobile search market that puts it into the context of digital advertising, mobile communications and search in general. We look at different trends and developments, examine the different value chains and highlight the positioning of key industry participants. Market size and forecasts are also provided at a global and regional level, with some additional breakdowns such as messaging and local search.
- The mobile search market generated revenues of US$901m in 2010, equivalent to around 3% of total search revenues. The boom in the adoption of smartphones is the key market driver. In 2015 we forecast total mobile search revenue to reach $8bn, equivalent to around 11% of total search revenues and representing a CAGR of 55%.
- Mobile search makes up around a quarter of total mobile advertising revenue, but this will increase rapidly and is forecast to exceed 40% in 2015.
- Although Google already has a strong position in the mobile advertising market, a range of established and new players are challenging its dominance. Voice and local search are important trends, providing opportunities for new and established players. Operators and handset vendors have a strong position in the value chain to influence the success of mobile services.
- How can service providers capitalize on recent developments in mobile search?
- What are the important trends underlying the growth of mobile search?
- What are the key mobile search technologies?
Service providers:
This report will help you think through ways to capture a greater share of mobile search revenue by understanding customer needs and learning lessons from the mobile search business models of other providers.
Companies mentioned in this report:
| 4INFO
Adobe
Affle
America Movil
Apello | Asklaila
AT&T
Baidu
Bharti Airtel
Boost Mobile | Cellcom
ChaCha
China Mobile
China Unicom
Citysearch |
Mobile Search: Growth of Voice and Local Search Challenge the Dominance of Google is part of Pyramid’s research report series. A blend of primary research and qualitative analysis, Pyramid’s research reports offer comprehensive coverage of the fixed and mobile communications space and enable those in the communications industry to stay ahead of changing market dynamics.
TOP
Table of exhibits
Companies mentioned
Acronyms and abbreviations
Executive summary
Section 1: Market overview and background
1.1 Definitions and overview
1.2 The search engine business and Google
1.3 Mobile search: A segment of mobile advertising
1.3.1 Tablet devices closer to PCs for search
1.4 Key mobile search technologies
1.4.1 Location
1.4.2 Voice drives mobile search
1.4.3 Visual search: Impressive but immature
1.5 Messaging and mobile search
Section 2: Value chains and business models
2.1 Introduction to the mobile search value chain
2.2 Analysis of the preload value chain
2.2.1 Operator/search engine partnerships
2.2.2 Operators are creating their own-branded location applications, with local search included
2.3 Analysis of the post-sale value chain
2.4 Search messaging value chain
2.5 China and Russia: Local players take on Google
Section 3: Market sizing and forecast
3.1 Overview and methodology
3.2 Global forecast
3.2.1 Revenue breakdown by search type
3.2.2 Search revenue breakdown by region
3.3 Regional forecasts
3.3.1 North America
3.3.2 Europe, Middle East & Africa
3.3.3 Asia-Pacific
3.3.4 Latin America
3.4 Comparing developed and emerging markets
Section 4: Case studies
4.1 Google
4.2 Microsoft
- Windows Phone 7: Microsoft’s last chance in mobile?
4.3 Yahoo
Related resources
Table of exhibits
Exhibit ES: Mobile search revenue growth and as a portion of total search revenue, 2008-2015
Exhibit 1.1: Internet users (bn), 2007-2014
Exhibit 1.2: Google revenue growth, 2007-2010
Exhibit 1.3: Search revenue as a percentage of US online advertising revenue, 2006-2009
Exhibit 1.4: Comparison of mobile and online search
Exhibit 1.5: Breakdown of Vlingo uses
Exhibit 1.6: Screenshots of Google Goggles
Exhibit 1.7: Screenshot of ChaCha
Exhibit 2.1: Mobile search value chain
Exhibit 2.2: Overview of Orange UK’s San Francisco device search configuration
Exhibit 2.3: Comparison of smartphone platform configurability
Exhibit 2.4: Smartphone share by OS (platform), year-end 2010
Exhibit 2.5: Major mobile operator partnerships with search engines
Exhibit 2.6: Selected location vendors and operator partnerships
Exhibit 2.7: Pelephone subscription breakdown, year-end 2009
Exhibit 2.8: YellGroup revenue breakdown, £m, 2008-2010
Exhibit 2.9: Mobile local search applications
Exhibit 2.10: Screenshot of Google Tags
Exhibit 2.11: Easou and Google logos
Exhibit 3.1: Global mobile search revenue forecast, 2006-2015
Exhibit 3.2: Mobile search revenue by segment, 2006-2015
Exhibit 3.3: Mobile search revenue breakdown by region, 2010 and 2015
Exhibit 3.4: North American mobile search revenues, 2006-2015
Exhibit 3.5: EMEA mobile search revenues, 2006-2015
Exhibit 3.6: Asia-Pacific mobile search revenues, 2006-2015
Exhibit 3.7: Latin American mobile search revenues, 2006-2015
Exhibit 3.8: Comparison of market indicators in India, South Africa and the UK, 2010
Exhibit 4.1: Google revenues breakdown, 2007-2010
Exhibit 4.2: Google geographic revenue breakdown, 2007-2010
Exhibit 4.3: Android device shipments, 2008-2010
Exhibit 4.4: Microsoft total and OSD revenues breakdown, 2008-2010
Exhibit 4.5: Yahoo revenue breakdown, 2010
