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The mobile internet, apps and the route to market - Venture Insights

Report Overview

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The mobile internet, apps and the route to market

PublisherEnders Analysis.
Publish Date January 4, 2011
Sector Digital Media, Fixed Line (Internet and Voice), Mobile and Wireless Technology.
Company Apple, Google, Nokia.

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By 2015 we expect internet-centric smartphone penetration in the UK to reach 75% and mobile internet use to reach 28% of total time spent online. The dynamics and ecosystems of the mobile internet, and in particular the app model, will become a significant part of overall digital strategies

First seen as an interim reaction to slow networks and small screens, mobile apps have become a major new route to market for publishers and ecommerce providers, and are likely to spread to new areas

However, Apple is likely to continue to lose share in the internet-centric smartphone market, and publishers will face a far messier, fragmented world of competing platforms, app stores and payment systems