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시장보고서
Mobile Web Applications Development: widget ecosystems, runtime, distribution and monetization
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Abstract
The mobile industry is entering into a new era of content and service creation
and enablement based on mobile web environment, which enables the combination
of the power of mobility with the wealth of internet. This ecosystem comes
with its own development environment, distribution channels, monetization and
runtime framework to enable enhanced user experience and easy creation of
value added content and services.
Mobile Web Applications Development: Widget Ecosystems, Runtime, Distribution
and Monetization looks at the role web applications, particularly widgets,
will play in providing rich mobile internet experience and help operators and
vendors create new service opportunities, increase customer loyalty, and
extend the value of their brand to new market segments. It includes a uniquely
comprehensive and detailed analysis of the revenue opportunities and key
trends in widget ecosystems, enabling technologies and the challenges facing
operators and OEMs in implementing them.
This report provides a detailed evaluation of different business approaches
and technologies for building mobile widget ecosystems. It analyses strategies
of key solution providers including partnerships with both operators and OEMS,
business models, and how they are differentiating themselves from competition.
This study also brings an exclusive examination of applications' developer
community and the important role they will play in bringing innovation to
different mobile internet services, especially mobile widgets.
This report gives you:
- Unique insight into enabling technologies of mobile widget ecosystems
- Detailed and independent coverage of global strategies of mobile operators
and device vendors
- Business opportunities for key players including operators, OEMs, and
over-the-top vendors.
- Extensive study and strategic analysis of the development of web runtime
based applications versus native applications, and their respective role in
developing the long tail of consumer market and previously unreachable market
segments.
Plus important insights into the key players:
- Original case studies for each of the solution providers: SUN
Microsystems, Adobe, Microsoft, Nokia, Google, Surfkitchen, Access, Opera,
Novarra, Azingo and Qualcomm
- Profiles for the OEMs: Nokia, Motorola, Apple, Palm, Samsung,
Sony-Ericsson and market challengers: Ikivo, Feed Henry, VirtualLogix, Open
Kernel Labs, VMWare and Yahoo!
Key topics covered:
- Market opportunities for mobile widget ecosystems and future outlook
- Evolution of the mobile browser technology towards web-runtime environment
- The role of transcoding technologies and mobile internet gateways in
enhancing the user experience and lowering the cost of mobile internet service
delivery
- Opportunities and challenges of different approaches for mobile web
runtime and mobile widget ecosystems
- Market segmentation by technology, handset market segments, and type of
services provided
- Operators and OEMs' strategies in adopting different technologies
- Evaluation of the role of developer community and open source movement
- Analysis of vertical approach versus more holistic approach based on
cross-platformisation
- Fragmentation issues and the role of different standard bodies and
industry forums
- New revenue opportunities from services enabled by widget ecosystems
- Unique forward thinking analysis which outlines industry roadmaps for
widget ecosystems and enabled services
- Detailed overview of the browser, ODP and homescreen markets and enabling
technologies
- Evaluation of the application store phenomenon and its meaning to
Operators, OEMs and over the top service providers
- Valuable insight in early adopter strategies in the form of solution
vendors' case studies
- Understanding of the technical implications of implementing widget
ecosystems and how this will affect current and future business.
Who should read this report and why?
Mobile operators and OTT service providers:
Understand the challenges, costs and benefits associated with the transition
to web 2.0, plus gain insight on evaluating software solution makers and
building successful developer programs.
Software vendors:
Understand operator, OEM and ODM requirements and how to form their product
roadmaps to address the needs of their customers.
OEMs and ODMs:
Assess the potential for web applications, particularly widgets, in enhancing
the user experience and understand operators' migration strategies towards
mobile internet.
Developers and aggregators:
Know how to create the right relationships within the value chain and evaluate
market size and segmentation for generating economies of scale.
Consultants, analysts and the financial industry:
Access expert commentary and data on web application developments to make
reliable recommendations, investments and business decisions.
Key questions answered in this report:
- What is the state of the market and what does mobile internet mean to
operators and OEMs?
- What are the key enabling technologies for building widget ecosystems? And
who are the leading solution providers?
- What are the different approaches and business models for deploying and
monetising such solutions?
- What are the advantages and disadvantages of using open web-oriented
versus closed proprietary mobile runtime platforms?
- What role will web technologies play in bringing innovation to the mobile
service ecosystem?
- What are the primary reasons for mobile operators and OEMs in deploying
widget ecosystems and what are the challenges?
- Have certain operators chosen to develop services themselves (or through
software solution suppliers) instead of partnering with key OEMs and
over-the-top service providers?
- How have vendor App stores affected the market?
- Will App Stores help operators to migrate to more web oriented services?
- What role will the web application developer community play in bringing
innovation to the mobile service ecosystem?
- Vertical approach versus holistic approach, who are the winners and who
are the losers?
Table of Contents
CHAPTER 1
- EXECUTIVE SUMMARY
- A new era for mobile device vendors
- Revenue growth from handset sales is no longer sustainable
- Why mobile content and widgets are so important to OEMs
- Changes in the value chain pushing operators to new strategies
- The failure of the walled-garden model and its consequences
- Why widgets are important to operators
- Internet user experience: mobile vs. desktop
- Widget evolution and trends
- Widget' s role in context-based applications and services
- Figure 1.1: Widget mashups in three dimensions: Web, networks and devices
- The multiplication of standard bodies and challenges of fragmentation
- Figure 1.2: Standardization approaches and overlaps related to widget development
- Mobile widget runtime market evolution
- Figure 1.3: Mobile widget runtime market evolution
CHAPTER 2
- THE CHANGING MOBILE HANDSET MARKET LANDSCAPE
- Handset market segmentation and evolution
- Mobile handset market segmentation by feature set
- Basic phones
- Low-feature phones
- Feature-rich phones
- Global mobile handset market trends and forecasts
- Figure 2.1: Global mobile handset sales, by technology segmentation, 2008-2014
- Mobile Internet trends and evolution
- Internet user experience: mobile vs. desktop
- The role of widgets in enhancing the overall mobile Internet experience
- Mobile Internet forecasts, 2008-2013
- Figure 2.2: Global mobile services revenues and mobile Internet market share, 2008-2013
- The mobile application store phenomenon
- Industry dynamics
- Figure 2.3: Key mobile application stores: Addressable market, supporting
- Market fragmentation
- Market opportunities and challenges for OEMs
- What the mobile application store means for handset vendors
- What are the challenges?
- Market opportunities and challenges for operators
- What the application store means for mobile operators
- What are the challenges?
- What application store means for OTTs and software solution providers
CHAPTER 3
- ENHANCING THE MOBILE BROWSING EXPERIENCE
- The mobile Internet user experience
- Web markup language evolution from WAP to XHTML and HTML 5
- Figue 3.1: Evolution of mobile markup languages (1995-2009)
- Mobile browser market segmentation
- Segmentation by implementation process: pre-installed vs. installed later
- Technology segmentation
- Scripting technologies: standards-based vs. proprietary technologies
- Figure 3.2: Types of JavaScript dialects and engines supported by Web browsers and Web runtimes
- Dynamic content in mobile: The role of AJAX and alternative
technologies
- Figure 3.3: Characteristics of AJAX-based Web applications vs. native applications on mobile phones
- Embedded vs. downloaded microbrowsers
- Figure 3.4: Sample of mobile Web browsers with a summary of their characteristics
- Figure 3.5: Rendering vs. optimization: Vendor choice and connection with browsers
- Evolution of the mobile browser technology
- Browser as development environment
- Mobile browsers and their support for widget runtime
- Figure 3.6: Mobile Web browsers and their support for mobile Web runtimes (plug-in and stand-alone)
- Future outlook and market development
- On-Device Portal (ODP) technology
- The on-device portal market
- Figure 3.7: Comparison between a WAP portal and an on-device portal
- Figure 3.8: Sample of current ODP vendors and their support for widgets
and idle screen integration
- Challenges for ODPs and the mobile Web runtime opportunity
- Figure 3.9: Sample of current MWRT vendors and partners that provide an ODP solution
- ODP evolution, revenue models and trends
- Active Idle Screen (AIS) technology
- Figure 3.10: Components of an idle screen' s real estate
- Major changes in the active idle screen (AIS) market
- Challenges to the current AIS and mobile Web runtime (MWRT) opportunity
- Figure 3.11: Sample of MWRT vendors that provide an idle screen solution
- AIS evolution, revenue models and trends
- Market dynamics of mobile widgets: native vs. Web-based technologies
- Different flavors
- Figure 3.12: Examples of mobile widgets that are powered by mobile Web runtimes
- Figure 3.13: Typical deployment of a widget platform supported by a server back end
- Value proposition and market opportunities
- Figure 3.14: Widget handset market positioning
- User experience: Web widgets vs. Web browsers
- Figure 3.15: Problems with full mobile Web browsing and the widgets value proposition
- Figure 3.16: Comparison between mobile widgets, WAP and native mobile applications
- Widget runtime: native vs. Web-based technologies
- Figure 3.17: Sample of mobile Web runtime vendors that support widgets
- Widget evolution and trends
- Content optimization
- Is mobile Internet a subset of desktop internet?
- Different flavors of content optimization and repurposing
- Figure 3.18: General architecture of a transcoding proxy
- Figure 3.19: Examples of mobile content optimization proxy solution providers and their main clients .
- Figure 3.20: Advantages and disadvantages of mobile optimization proxies
- Impact on mobile Web browsing and widget use
- Optimization proxies: market trends and product positioning
CHAPTER 4
- EVOLUTION OF MOBILE WIDGET ECOSYSTEMS
- Mobile Web runtime (MWRT) opportunities and challenges
- Mobile Web runtime architecture and applications
- Figure 4.1: Mobile Web runtime architecture
- Advantages of mobile Web runtime for application development
- The business case for mobile Web runtime
- Mobile Web runtime market and competition
- Figure 4.2: Mobile Web runtime providers and their customers
- Evolution of mobile Web runtime
- Figure 4.3: Evolution towards mobile Web runtime and rich Internet applications
- Four criteria in selecting a mobile Web runtime
- Challenges of mobile Web runtime development
- Fragmentation
- Application porting from desktop to mobile
- Access to device and network APIs
- Application security
- Application packaging and distribution
- Application usability
- Application monetization
- Copyright and privacy issues
- Different approaches to widget ecosystems
- Different ways of segmenting mobile widget ecosystems
- Different execution environments
- Over pre-installed terminal runtime, such as Java ME
- Over a Web runtime, with optional support for plug-ins
- Over proprietary client-server architecture
- Over server-side widgets
- Over a virtualization layer
- Figure 4.4: Different approaches to mobile widget runtime execution
- Figure 4.5: Comparison of mobile widget execution models
- Different distribution channels
- Handset-centric distribution
- Client-server distribution
- Server-centric distribution
- Server-based widgets
- Figure 4.6: Comparison of mobile widget execution models
- Other key factors in segmenting mobile widget ecosystems
- Figure 4.7: Mobile widget runtime characteristics: Terminal runtime-based platforms
- Figure 4.8: Mobile widget runtime characteristics: Terminal runtime-based platforms (with plug-in) .
- Figure 4.9: Mobile widget runtime characteristics: Web engine-based platforms (with no plug-in)
- Figure 4.10: Mobile widget runtime characteristics: Client-server based platforms
- Figure 4.11: Mobile widget runtime characteristics: Server-based platforms
- Different revenue models
- Figure 4.12: Revenue model for each mobile widget runtime vendor
- A widget ecosystem as an enabler of mobile service mashups
- Access to Web, device and network APIs
- Figure 4.13: Examples of widget API integration
- Figure 4.14: Evolution of Web, device and network APIs in mobile application development
- Figure 4.15: Level of support of various mobile Web runtime vendors to different APIs
- Web APIs
- Device APIs
- Figure 4.16: Commitments of different mobile Web runtime vendors to various device APIs
- Network APIs
- Figure 4.17: Operators opening up their network APIs through GSMA OneAPI
- Widget mashups
- Figure 4.18: Widget mashups in three dimensions: Web, networks and devices
- Figure 4.19: The role of APIs in building synergies between devices networks and the web: some concrete examples
- Standardization trends to reduce fragmentation and security risks in
the mobile software value chain
- The burden of fragmentation
- the mobile Web development environment less fragmented?
- The multiplication of standard bodies and challenges
- Figure 4.20: Standardization bodies
- Figure 4.21: Standardization approaches and overlaps related to widget development
- W3C
- Figure 4.22: W3C Widgets compliance
- OMTP' s BONDI
- Joint Innovation Labs (JIL)
- GSMA OneAPI
- Figure 4.23: Operators supporting GSMA OneAPI
- Khronos Group
- OpenAjax Alliance (OAA)
- Future outlook and technology trends
- Mobile widget runtime market evolution
- Figure 4.24: Open Web vs. proprietary approach to the implementation of mobile widgets
- Figure 4.25: Mobile Web runtime market evolution
- Future market outlook
- Product differentiation and new opportunities
- New revenue models for widget ecosystems
- Future technology outlook
- Context-based applications based on device APIs/Web mashups
- Context-based applications based on network APIs/ Web mashups
- Fragmentation and the role of standardization
CHAPTER 5
- WIDGET ECOSYSTEM QUADRANTS AND VENDOR POSITIONING
- Widget ecosystem quadrants
- Figure 5.1: Mobile widget runtime ecosystem quadrants and vendor positioning
- Figure 5.2: Advantages of closed and open mobile widget runtime platforms
- Qualcomm Plaza
- Company overview
- Widget products and enabling solutions
- Plaza Mobile Internet
- Figure 5.3: Qualcomm' s Plaza Mobile Internet
- Figure 5.4: Plaza Mobile Internet widget development and distribution lifecycle
- Plaza Retail
- Revenue model for Plaza Mobile Internet and Plaza Retail
- Customers and partners
- Strategy and vision including SWOT analysis
- Figure 5.5: Qualcomm' s Plaza Mobile Internet value propositions
- Figure 5.6: SWOT analysis for Qualcomm' s widgets strategy
- Sun Microsystems
- Company overview
- Application and runtime solutions
- JavaFX mobile
- Figure 5.7: Marketplace for Sun' s JavaFX
- Java ODP
- Figure 5.8: Types of Java ODP widgets
- Figure 5.9: Marketplace for Sun' s ODP
- Project Vector
- Revenue model
- Customers and partners
- Strategy and vision including SWOT analysis
- Figure 5.10: SWOT analysis for Sun' s JavaFX strategy
- Adobe Flash Platform and AIR Mobile
- Company overview
- Adobe Flash platform and Flex for mobile
- Figure 5.11: Marketplace for Adobe' s AIR, Flash Player and Flash Lite, and Mobile Client
- Figure 5.12: Adobe' s mobile runtimes
- Adobe AIR
- Adobe AIR Marketplace
- Flash Lite Distributable Player
- Adobe Mobile Client
- Flash Cast ecosystem
- Revenue model for Adobe Mobile Platform
- AIR Mobile and Flash Lite
- Flash Distributable Player
- Adobe Mobile Client
- Flash Cast ecosystem
- Strategy and vision including SWOT analysis
- Figure 5.13: Adobe AIR Mobile strategy SWOT analysis
- Access
- Company overview
- Netfront solutions
- Netfront Browser
- Netfront Widgets
- Figure 5.14: Downloadable vs. pre-installed Netfront Widgets player
- Figure 5.15: The Netfront Widget player
- Revenue model
- Customers and partners
- Figure 5.16: Access Netfront Widgets customers, Jun-09
- Strategy and vision including SWOT analysis
- Figure 5.17: SWOT analysis for Access Netfront' s widget strategy
- Microsoft
- Company overview
- Widget products and solutions
- Silverlight Mobile
- Figure 5.18: Microsoft' s Silverlight Mobile
- IE Mobile 6 widget runtime
- Figure 5.19: Examples of Microsoft IE Mobile 6 widgets
- The link with Windows Marketplace for Mobile
- Revenue models
- Silverlight Mobile
- IE Mobile widgets
- Windows Marketplace for Mobile
- Customers and partners
- Silverlight Mobile
- IE Mobile widgets
- Strategy and vision including SWOT analysis
- Technology strengths and weaknesses
- Market opportunities
- Market threats
- Figure 5.20: SWOT analysis for Microsoft' s mobile widget strategy
- Google
- Company overview
- Widget products and solutions
- Google Gears
- Figure 5.21: Google Gears
- Android
- Figure 5.22: Google search widget on Android using AppWidget framework
- Business models
- Customers and partners
- Strategy and vision including SWOT analysis for Gears
- Figure 5.23: SWOT analysis for Google' s Gears strategy
- Azingo
- Company overview
- Widget products and solutions
- Figure 5.24: Azingo' s widget Web Runtime architecture
- Figure 5.25: Azingo' s Web Runtime modules
- Figure 5.26: Azingo' s Mobile Web Runtime
- Business case and revenue model
- Customers and partners
- Strategy and vision including SWOT analysis
- Figure 5.27: SWOT analysis for Azingo' s widget strategy
- SurfKitchen
- Company overview
- Products and solutions
- Figure 5.27: SurfKitchen' s platform
- Figure 5.28: SurfKitchen Mobile Web Runtime
- Revenue model
- Customers and partners
- Strategy and vision including SWOT analysis
- Figure 5.29: SWOT analysis for SurfKitchen' s widget strategy
- Novarra
- Company overview
- Products and solutions
- Figure 5.30: Novarra' s Vision platform
- Figure 5.31: Novarra' s mobile Web runtime
- Revenue model
- Customers and partners
- Strategy and vision including SWOT analysis
- Figure 5.32: SWOT analysis for Novarra' s widget strategy
- Nokia Web Runtime (WRT)
- Company overview
- Nokia involvement in the widget ecosystem
- Are S40 devices widget-less without WidSets?
- Nokia WRT
- Figure 5.33: Handset models supporting WRT 1.1, Jul-09
- Figure 5.34: Nokia Web Runtime platform
- The link with Symbian Foundation and Horizon project
- Revenue model of Nokia WRT
- Customers and partners of Nokia WRT
- Strategy and vision including SWOT analysis
- Figure 5.35: SWOT analysis for Nokia WRT strategy
CHAPTER 6
- TRENDS OF MOBILE APPLICATIONS DEVELOPMENT
- The cycle of customer need
- Figure 6.1: The cycle of customer need
- Relationship of operators with developer community
- Figure 6.2: Application development cycle and time to monetization from the mobile operator portal
- Changing operator culture
- Developer attention is shifting
- Will application stores change the game?
- Application development: Web vs. native or both?
- Mobile native application environment
- Web application development environment
- Widgets and operator-branded app stores
- Figure 6.3: Three centers of gravity for Web applications development
- Value proposition for developing Web applications and widgets
- Hybrid applications: the balance between Web and native development
environments
- Figure 6.4: Software platforms for hybrid applications development
- Mobile Widget ecosystem and the role of open source
- The business case for open source
- Figure 6.5: Advantages of adopting open source
- The role of open source in MWRT development
- MWRT vendors activities in relation to open source
- Figure 6.6: Selection of some WRT vendors' activities in relation to open source
- Figure 6.7: Sample of open source MWRTs
- The WebKit phenomenon and its influence
- Could Mozilla Firefox Mobile (Fennec) compete with the WebKit?
- Figure 6.8: Summary of mobile Web browsers and MWRTs based on open-source Web engines
CHAPTER 7
- CROSS-PLATFORMIZATION
- The role of cross-platformization in offering a seamless widget
experience
- The cross-platformization phenomenon
- Figure 7.1: Cross-platformization scenarios
- Figure 7. 2: Summary of cross-platformization approaches
- Enabling widgets across multiple device types
- Enabling widgets across multiple OSs
- Enabling multiple widgets formats on the same device
- Figure 7.3: Comparison of the different approaches of mobile widget format enablers
- Is virtualization the right solution for cross-platformization?
- Virtualization as cross-platform widget ecosystem enabler
- Figure 7.4 Virtualization in the context of MWRT
- Figure 7.5: Characteristics of the two virtualization approaches
- Middleware-level virtualization
- Hardware-level virtualization
- Figure 7.6: Advantages of hardware-level virtualization
- Figure 7.7: Virtualization platforms and supported OSs
- Issues with hardware-level virtualization
CHAPTER 8
- OPERAOR AND VENDOR STRATEGIES
- OEMs
- Why mobile content and widgets are so important to OEMs
- Nokia
- Motorola
- Samsung
- LG
- Apple
- Palm
- Operators
- Why widgets are important to operators
- Device APIs vs. network APIs
- Figure 8.1: Device APIs vs. network APIs and operator positioning
- Mobile operators rationalizing on terminal platforms
- Advantages of rationalization
- Operator choices
- Figure 8.2: Key terminal software platforms supported by the leading operators
- Different scenarios for deploying mobile widget solutions
- Mobile widget runtime: axes of differentiation
- Widget ecosystem deployment and operators' business models
- Figure 8.3: Evaluation of mobile widget ecosystem requirements as a function of OEMs' business models
- Widget ecosystem deployment and OEM business models
- Figure 8.4: Evaluation of mobile widget ecosystem requirements as a function of OEMs' business models
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