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The Mobile Ecosystem explores the trends, companies, organizations and statistics at the center of mobile marketing in the US. This is a first iteration, and there will be many to follow. Please email us your suggestions for stats, trends, companies and organizations that should be included at MobileEcosystem@econsultancy.com.

Contributors

The Mobile Ecosystem was created with Econsultancy by Mary Beth Schoening of Fusia5.com. We'd like to thank the following people for giving their time and insight to this first iteration.

Mickey Alam Khan, Editor in Chief of Mobile Marketer and Mobile Commerce Daily

Michael J. Becker, Managing Director, North America, Mobile Marketing Association and co-author of Mobile Marketing for Dummies

Frank Doyle, President, Standingstone Group

Barton Goldberg, Owner, ISM Inc.

Panar Johar, CMO, Jumptap

Erin (Mack) McKelvey, SVP Marketing, Millennial Media

Patrick Meyer, SVP Strategy, Sourcebits Technologies

Martin Nyberg, Associate VP, Borrell Associates, Inc.

Caroline Schoening, Digital Marketer, Fusia5

Maggie Schoening, Research Associate, Fusia5

Michael Weaver, VP of Advertising Strategy, Phluant

Thi Linh Wernau, VP of Sales & Account Management, mma-mobile.messaging.solutions, Inc.
List of Sources

List of Sources

Small Screen, Big Picture

1. Mobile Phone Usage in Context
Tomi T Ahonen, Communities-Dominate Blog Post, All the Numbers, All the Facts on Mobile the Trillion-Dollar Industry. Why is Google saying: Put your Best People on Mobile? February 17, 2011

2. Mobile Future Use
Source: Cisco Global Mobile Data Traffic Forecast, 2011. Sliderocket Press Release, February 2011

3. Mobile Marketing/Ad Spending in Context
Mobitrove, Borrell Associates Mobile LA$R, Feb 2011 . Lightspeed - The Mobile Shopping Revolution, October 14, 2010

Advertising & Search

4. Top Mobile Platforms Used by Advertisers
Survey from Association of National Advertisers and the Mobile Marketing Association (MMA), Jan 2011

5. Mobile Ad Spending Growth by Format
eMarketer, Mobile Advertising and Marketing: Past the Tipping Point, October, 2010

6. Top Categories of Mobile Ad Spending
mobileSQUARED, October 2010 via Econsultancy Mobile Statistics, Compendium, North America, March 2011, page 38

7. Mobile Promotion Spending Categories by Format

Mobitrove, Borrell Associates Mobile LA$R, Feb 2011

8. Mobile 2D Barcodes

eMarketer, Mobile Advertising and Marketing: Past the Tipping Point, October 2010, page 20

9. Top 3 mobile Display Ad Campaign Goals
Millennial Media , Mobile Display Ad Campaign Goals January 2010 – December 2010

10. Top Action after Receiving Text Alert

2010 Placecast. “The Altert Shopper,”conducted by Harris Interactive, July 1, 2010, via eMarketer Mobile Advertising and Marketing: Past the Tipping Point, October, 2010

11. Vertical Explosion/Mobile Marketing 2010 Growth

Millennial Media , January 2010 – December 2010

12. Mobile Ad Spending by Delivery Method
Mobitrove, Borrell Associates Mobile LA$R, Feb 2011

13. Trypes of Mobile Search
Mobile search. In Wikipedia, retreived May, 2011 from http://en.wikipedia.org/wiki/Mobile_search

Content/Publishing

14. Top 5 Mobile Websites
JP Morgan, Nothing but Net - Internet Investment Guide (2011)

15. Top 10 Video Channels
NelsenWire, Fact Sheet: The U.S. Media Universe, Jan. 2011

16. Top Mobile Content Activities
comScore MobiLens Press Release, March 2011, based on 3 month avg. ending Jan 2011, Total U.S. Mobile Subscribers 13+

17. Top Categories of Mobile Use (Overall)
comsScore Feb 2011, via Econsultancy Mobile Statistics, Compendium, North America, March 2011, 3 Mo. Ave ending Dec 2010, page 9

Apps

18. Top Mobile Apps to Watch for 2012
Gartner via Press Release February 10, 2011

19. Top 10 Mobile App Categories by Revenue
Millennial Media, Mobile Mix, The Mobile Device Index, March 2011, By Revenue+D16 Industry

20. Industry Newsletters, Magazines, Blog
Mobile Marketer, Moconews, Mobile Commerce Daily, Mobile Marketing Watch, Mobile Marketing Magazine, Mobithinking, New Media Age

21. Industry Analysis, Trends/Data Providers
Econsultancy, comscore, eMarketer, IAB, Nielsen, InsightExpress, Dynamic Logic

22. Mobile Resources/Directories
Mobile Marketing Spot, Mobile Marketing for Dummies (book), Mobile Experts Directory, CSCA Short Code Directory, Mobile Commerce Vendor List, MDA Vendor Directory, Wikimobipedia

23. Training & Education
Mobile Marketing Association (online), IAB

24. Assocations & Conferences
GSMA – Mobile World Congress, IAB Events, Mobile Marketing Association – Marketing Forum, South by Southwest, Mobile Marketer -Mobile Marketing Summit, iMedia Mobile Bootcamps, Advertising Week & Internet Week, CTIA Wireless – Monetizing Mobile, Mobile Ad Summit, Apps World, Mobile Data Association, Mobile Commerce Daily – Mcommerce Summit (#4)

25. Legal/Regulatory
Mobile Marketing Association, US Consumer Best Practices, WTB - the Wireless Telecommunications Bureau, Common Short Code Administration (CSCA), IAB/NAI (privacy)


Infrastructure/Devices

26. Top Handset Manufactures
comScore MobiLens Press Release, March 2011, based on 3 month avg. ending Jan 2011, Total U.S. Mobile Subscribers 13+

27. Top Smartphone Models

AdMob, based on % of Ad Requests for May 2010, via Econsultancy Mobile Statistics Compendium, North America, March 2011 , page 18

28. Top 10 Hottest Tablets of 2011

ZDNet, Beyond iPad: Top 10 Tablets to Watch this Year, March 2011

29. Top Smartphone OS (Device Ad Impression Share)
Millennial Media, Mobile Mix, The Mobile Device Index, March 2011

30. Tablet OS
Gartner, WW Sales of Tablets to End Users, Press Announcement, April 2011

31. Carrier Mix: for Smart & Feature Phones, Connected Devices
Millennial Media, Mobile Mix, The Mobile Device Index, March 2011

32. Apps by Platform
DISTIMO Publication, April 2011

Mobile Service Providers

33. Mobile Ad Network (by Share of Revenue 2010)
IDC Estimated Share based on US Display Ad Gross Revenue by Vendor, 2010

34. SMS Short Code Aggregators/Gateways
Patrick Oak, Econsultancy Blog, 8 SMS gateways/aggregators

35. Mobile Search Providers
Star Counter via Econsultancy Mobile Statistics, Compendium, North America, March 2011

36. Mobile Marketing Agencies
Phonevalley, Mobext, Joule, Airwave, Ancible, 360i, Brandinhand, Rhythm New Media

37. Rich Media Providers
Phluant, Greystripe, Celtra, KrispWireless, Medialets

38. Mobile Technology & Solution Providers (ASPs)
Mobile Messaging Solutions, Sybase, iLoop, Motricity, Velti

39. Mobile Testing Services
Device Anywhere, Keynote

40. Mobile Analytics/Tracking
Localytics, Synovate, Insight Express, Dynamic Logic, Mobitrove

41. Mobile Giving & Causes
mGive, Vital Wave Consulting, Mobile Giving Foundation, mPay Connect, Mobile Cause, GSMA mWomen, Connect2Give

Mobile Commerce

42. Mobile NFC Payments Companies to Watch
ABI Research, Mobile Commerce (Non-NFC) Vendor Matrix, January 2011

43. Mobile CRM
Top Ten Mobile CRM Vendor Report, Business- Software

44. Mobile Commerce Vendors
ABI Research, Mobile Commerce (Non-NFC) Vendor Matrix, January 2011

45. Mobile Security
Top 10 Reviews, Mobile Security Software Review, 2011


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