The iPhone currently represents just 4 percent of the EU5 (U.K., France, Germany, Spain, Italy) mobile market, but 18 percent of the overall EU5 smartphone market. However, the iPhone has facilitated fundamental change in mobile user behaviour and ignited fierce competition among device and operating system (OS) providers.

iPhone owners are the most voracious consumers of mobile media: 94 percent use mobile media, 87 percent use applications and 85 percent browse the mobile internet. With just 4 percent share of the European market, iPhone users represent 12 percent of all mobile media users.

“The iPhone 4 is set to have a huge impact globally with pre-order handsets selling out and retailing websites buckling under the pressure,” said Jeremy Copp, Vice President Mobile Europe, comScore. “To date the iPhone has had a disproportionate impact on the European mobile market considering its relatively modest installed base of around 10 million. It has catalysed the consumption of mobile media and opened the eyes of brands to mobile as an engaging marketing medium. However, it has also prompted other device manufacturers and OS vendors to elevate their game so the poster-child of the smartphone generation now faces serious competition.”

The European smartphone market is growing 38 percent year-on-year, but the most recent year has seen some significant developments. In the last 12 months, although the dominant OS, Symbian, gained device owners, market momentum has now moved to the North American operating systems of RIM, Apple and Google, each of which has grown by substantial percentage over the past year.

“Google’s Android is most certainly the one to watch,” added Jeremy Copp. “It has gained about 1.7 million users in a very short period of time and now accounts for 3 percent of the European smartphone market. Crucially, Android user mobile media consumption is very high – slightly behind but comparable to that of Apple. 89 percent use mobile media, 78 percent applications and 83 percent browse the mobile internet. The Droids are coming and current demand for the iPhone 4 implies a titanic battle between Apple and Google is imminent.”

via socialmediatoday.com

The best web experience ever? Doesn’t look like it..

Everyone that is featured in the presentation is listed below with their @names, making it easy for you to follow as many as you wish.

Major trends that came to the fore out of all the predictions were:

Mobile, Location, Transparency, Measurement, ROI and Privacy.

Not much new there then for 2010. Mobile, Location and Privacy would be my three to watch in 2010. Transparency shouldn’t even be there because it should happen without a second thought. But in 2009 we have seen and still in 2010 we’ll continue to see ideas, campaigns and executions which will pretend to be something they’re not / mislead consumers in some way or fake its roots and originality. Sometimes it is purely for the sake of controversy and to get people talking about it but other times you wonder who initially thought it would be a good idea and then how it ever made it in to the public spheres.

It was concluded that 2009 did not meet expectations. What should we expect in 2010?

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In this report,  the 2010 Social Media trends are foretasted by:

@petecashmore PETE CASHMORE Founder, CEO Mashable
@armano DAVID ARMANO Senior Partner, Dachis Group Author, Logic and Emotion
@chrisbrogan CHRIS BROGAN President, New Marketing Labs
@peterkim PETER KIM Managing Director, N.America Dachis Group
@seth SETH GODIN, Bestselling Author, Entrepreneur & Agent of change
@litmanlive MICHAEL LITMAN Social Media Strategist Consolidated PR
@tamar TAMAR WEINBERG, Community & Marketing Manager, Mashable
@johnbattelle JOHN BATTELLE Founder & Chairman Federated Media
@mariansalzman MARIAN SALZMAN President, N.America Euro PR, Trend Spotter & Author
@mzkagan MARTA KAGAN Managing Director, US Espresso- Brand Infiltration
@danzarrella DAN ZARRELLA Social & Viral Marketing Scientist HubSpot
@emarketer eMARKETER Digital Intelligence
@drewmclellan DREW McLELLAN Founder and Author The Marketing Minute
@idc CAROLINE DANGSON Digital Marketplace Research Analyst IDC
@jasonfalls JASON FALLS Social Media Strategist Social Media Explorer
@charleneli CHARLENE LI Founder Altimeter Group
@gauravonomics GAURAV MISHRA CEO 2020 Social Online
@marc_meyer MARC MEYER Principal Digital Marketing Response Group
@emarketer JEFFREY GARU Senior Analyst eMarketer 2010
@jimmy_wales  JIMMY WALES Founder Wikipedia
@alecjross ALEC ROSS Sr Advisor -Innovation State Department
@CraigNewmark CRAIG NEWMARK Founder of Craiglist
@scobleizer ROBERT SCOBLE Technical Evangelist Rackspace
@dmscott DAVID MEERMAN SCOTT Marketing Strategist & Author World Wide Rave
@roncallari RON CALLARI Social Media
@ravit_ustrategy RAVIT LICHTENBERG Founder & Chief Strategist Ustrategy.com
@equalman ERIK QUALMAN Author Socialnomics
@pgillin PAUL GILLIN Writer, Author & Social Media Consultant Principal
@adambroitman ADAM BROITMAN Partner & Ringleader Circ.us
@cbensen CONNIE BENSEN Director of Social Media & Community Strategy Alterian
@mikearauz MIKE ARAUZ Strategist Undercurrent
@nenshad Nenshad Badoliwalla Co-author Driven to Performance
@adamcohen ADAM COHEN Partner Rosetta
@danielwaisberg DANIEL WAISBERG Head of Web Analytics Easynet
@communitygirl ANGELA CONNOR Journalist & Community Strategist
@trendsspotting TALY WEISS CEO and Head of Research TrendsSpotting.com

There are a handful of handsets out there which currently have the ability to play programmes from the iPlayer through 3G and Wifi, for example, a whole host of Nokia’s like the N85, N96 and N97 phone, Samsung’s, Sony-Ericsson’s and the iPhone. The iPhone can however, only stream over Wifi. Considering the amount of storage available on the iPhone, I’d love to to be able to download a programme in an evening and watch it while travelling in to work in the morning. I’d like to think over time, it will be possible!

Consumers’ mobile internet usage is on the increase due to phones like the iPhone coming with ‘all you can eat’ data packages. I use my phone more for web browsing and emailing than I do for actual phone calls. That’s something the telco’s will have noticed as a growing trend and it represents an opportunity for mobile operators to revitalise their ARPU (average revenue per user) and create new data-oriented business models as voice revenues continue to decline.

In the poll as mentioned above, navigation/maps and unlimited music are the next most desired mobile services after iPlayer, according to the analyst’s report, with around 20% of the votes on each. Maps have been ever present on the more top end of phones for the last few years, I was using an N95 and it’s ‘Maps’ programme about 2 years ago now but it’s becoming more commonplace and a standard feature.

Multiplayer games and other mobile TV were desired by four per cent of the vote apiece, with video calling being requested by just three per cent. Video calling was once a key feature for some top end phones on Vodafone a few years back in 2005. It was expensive, you were prohibited by others needing a front facing camera and well, it never did catch on did it. Picture to the left is Vodafone’s Christmas 2005 handsets which were heavily pushing the 3G technology, increased download speeds and mobile TV.

Interestingly, the respondents of the survey showed that gender informs hardware choice, with Samsung mobiles being twice as popular with women than men – but the reverse being true for the iPhone and BlackBerry. 90% of the users questioned had visited Facebook on their mobile with only 14% having visited Twitter. This for me would be a clear indication of the age of the large majority of users polled, where it was said that 18-35 year olds were polled. I’d think they were mostly of the younger age bracket as it’s well known that Twitter is more widely used by 35+.