Challenges and opportunities in the Web 2.0, iPhone and Google Era
Online PR News – 23-November-2009 – – Within a short timeframe, the iPhone series of devices has helped fuel mobile web adoption in North America and Europe unlike any device before. In the seven years prior to the launch, the paucity of user-friendly mobile web-focused devices proved a major obstacle to optimal growth in users and traffic.
Thanks to innovative multi-touch gesture user interfaces, faster processing and large screens, users are now more aware of the benefits of web access with mobility. The introduction of multi-touch user interfaces been pivotal in finally realising the possibility and benefit of mobile browsing to a wide audience, particularly in developed markets. Supported by increasing bandwidth in mobile networks, improved user experience has encouraged uptake, particularly as an extension of any given user's online desktop experience, evidenced by the widespread adoption of mobile versions of leading social networking sites. This is illustrated by Apple through the iPhone, whose users in the UK are five times more likely to browse the web than owners of other mobile phones.
The move triggered a wave of touch interface releases with large screens from rival device manufacturers. It is within this context that the development of mobile web browser technologies forms a crucial component, providing the platform which will help generate new revenue streams from advertising and content/application downloads, on top of subscriptions.
Given its evolutionary path in relation to advances in device and UI, the browser is increasingly assuming the ability to substitute many applications for a single platform. The browser can form a single stop for documents, audio and video, games, and navigational services with APIs leveraging each device's unique capabilities including GPS, accelerometers, cameras and so on.
Companies such as Google, Apple and Palm are harbouring ambitions to port the next stage in the internet roadmap, HTML 5, onto the mobile platform, possibly leading to video played within the mobile browser without the need for additional rich internet application (RIA) plugins such as Flash and Silverlight. The RIA framework developers themselves, such as Adobe and Microsoft, are working towards full desktop versions onto mobile handsets for 2010.
Based on analysis of the position of key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 125+ page report analyses the market drivers and barriers affecting mobile web browsers and applications. It discusses the main market trends and charts the market evolution in the US, Europe and the Asia Pacific including the Middle East.
Reading this exclusive management report will tell you the following:
• Who are the main players in mobile browser platforms and what are they doing?
• What different variants of platform are available on devices and expected to appear in the future?
• Why is the mobile web so important to mobile?
• How successful will solutions be?
• How can operators and other companies in the value chain best position themselves?
Find out the answers to these and many other questions by buying this vital industry insight.
Who needs to read this report?
Directors, VP and Senior managers in:
• Mobile/ Cellular carriers and operators
• Digital and Mobile Advertising agencies
• Mobile Search companies
• Handset manufacturers
• Mobile content providers
• Brands looking to tap into the mobile audience
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