Monday, June 8, 2009

What Are The Most Popular Downloads For Mobile Phones?

Guest Post By Hemant Kumar

We have seen ringtones and wallpapers being the favourite downloadable content so far, but slowly this favouritism is accommodating other contents as well. The reason for this is manifold. Firstly, the handset capabilities are improving continuously. For e.g. most phones now are video enabled and users can download and watch videos, the ringtones have moved from simple monotone to the much preferred polyphonic ringtones. Phones are being dubbed as walkmans causing phones to range from cellular devices to music players. Secondly, the data charges are dropping while the mobile internet speed is increasing. These reasons provide a suitable environment for content downloads.

If on one hand we have the suitable environment aiding the content download industry, on the other hand we have the behaviour of the mobile users itself which is accelerating the growth. Mobile is moving from being a just a communication device to a mode of entertainment. Think of how mobile phones are used by people nowadays. Phones are extremely personal devices and people carry it on them all the time. They levels of engagement is also high where people are hooked to their phones. You can see people use it on a bus or train, while walking, in restaurants, parks, whether they are by themselves or with someone. In fact, it may be one of the devices which is considered as private as a person’s journal and you tend not to allow anyone else use your phone. Given this, people like to personalize their phones and make it depict their tastes and preferences with ringtones, ringback tones, wallpapers etc. Users like to stay updated to the latest trends like ringtones of songs topping the charts, wall papers of the latest movies, latest versions of games etc. This results in a constant need for new content as the demand is consistently high.

mKhoj, a leading ad network, were asked to categorize the contents downloaded in their network. Games, ringtones and wallpapers occupied the top 3 spots in terms of traffic. The gaming industry has always enjoyed a high demand and now users can play while on the move. This is the dream come true for any gamer. The user experience of the games are also constantly increasing with better graphics, more challenging games, games on the latest trends and of course multiplayer games that can be played via Bluetooth or internet. mKhoj experts also pointed out that ringtones and wallpapers are the best means to have your signature on the phone making the content download industry hit the ceiling.

The top 5 downloaded contents are:

1. Games
2. Ringtones
3. Wallpapers
4. Themes
5. Videos

Other than these major players, the other preferred content downloads are:
# Texts (jokes, horoscopes)
# Entertainment applications (IM, community applications, music players)
# Business applications (antivirus, pdf viewer etc)
# Maps
# RSS feeds

This story is available on telecompk.

Focus on Indonesia

Indonesia has been in the mobile advertising limelight in the recent past. The wireless user base in Indonesia recently crossed the 100 million subscriber mark, and is expected to grow to 146 million by the end of 2010. With this growth, Indonesia is set to become the third largest mobile market, after China and India. Insights into the region show that the demographics of Indonesia is a key contributor to mobile’s strong uptake in the region. Young people below the age of 27, who form over 72% of the population, have shown a high affinity towards the web, and are driving the bulk of the mobile web usage in this country.
Accelerating the growing success of mobile web is the poor quality of fixed line infrastructure, which is either unreliable, or completely non-existent in places. The mobile Internet forms the obvious surrogate, providing stable connectivity, at extremely cost effective prices. The operators in Indonesia are getting more competitive by the day and the data prices are dropping. In Indonesia, an average user browses 358 pages per month, well above the global average. Understandably, a vast majority of people are choosing mobile phones as the obvious choice for connectivity, and in many cases the mobile is exposing users to the internet for the first time.

Preferred medium
Indonesia ranks second in terms of Mkhoj’s network traffic, and has seen growth of 62% in the last quarter alone. In Indonesia, communities and content downloads form the top two traffic segments. It is only natural that mobile forms a preferred advertising medium in economies like Indonesia. The key is in educating our advertiser partners to the nuances of the region. Big players in the mobile industry have already taken to mobile marketing in this region. Indonesia has seen several successful campaigns, with various advertisers and publishers, who have enjoyed high ROI and monetization with the help of ad networks like us.
These days, mobile advertising is synonymous with emerging markets like Indonesia. The Indonesian government is also aiding this growth by giving incentives to foreign investors. The government is shifting its focus from larger cities to suburban areas and small towns by earmarking a part of the yearly revenues for the growth of rural areas. The sheer number of users, and the revenues being generated, confirm that mobile advertising is set to shift gears and zoom forward.

This story is available on mobilmarketingmagazine here