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Vodafone 360 - Performance & Opportunity Assessment

The mobile market is changing at an increasing pace. The popularity of social networking has combined with evolution in data usage over mobile networks to allow the development of a new type of user that may require a new type of supplier. Major companies such as Apple and Google are already encroaching on the traditional preserves of mobile network operators, weakening user dependence on them and MNOs historic control over the total mobile user experience. The decline of the walled garden approach to mobile data usage provided a signpost that these new, non-operator, entrants have strongly reinforced with their developments of app stores and reversal of the traditional direction of revenue-sharing agreements. As capability and cost effectiveness has increased, the popularity of mobile-based social networking has driven a need for multiple-screen access as users want to access their content (such as music, photos, their address books and contact lists) from PCs, laptops, phones and even in-car systems.

In the light of rapid developments over the past two years, Vodafone live! and other operator portals have come to be seen as increasingly outdated. Vodafone 360 is Vodafone's (and the network operator industry's) first competitive answer to changes that could result in fundamental and extremely disruptive market change. Consequently, it is vital to understand what Vodafone 360 is and the thinking behind it. Will it (and other, later services of the same type) protect MNOs from the change that is coming, or will it accelerate the changes and increase disruption?

This report, therefore, examines the Vodafone 360 service, how it is priced and promoted and how it evolved over three years up to launch. It also looks at how the service fits into the competitive environment, comparing it to other new services that have begun to emerge. The report concludes with MMD's views on how the market is changing and how well Vodafone 360 addresses the upcoming challenges, along with recommendations that Vodafone and other MNOs should take into account if they are to make sure they benefit from the opening up of the mobile market that has already started.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency and Conversions
3
3
Vodafone 360
5
3.1
Background
5
3.2
The Service
5
3.2.1
Apps, Widgets and Downloads
7
3.3
360 Devices
9
3.3.1
Background
9
3.3.2
Vodafone 360 H1 and Vodafone 360 M1
9
3.3.3
The LiMo OS
11
3.3.4
Nokia
12
3.4
Availability and Pricing
13
3.4.1
Availability
13
3.4.2
Pricing
13
3.5
Advertising and Promotion
14
3.5.1
Power to You
14
3.5.2
Vodafone 360 Advertising Campaigns
15
3.5.3
Website Promotion
19
4
The Evolution of a Service
21
4.1
Background
21
4.2
Milestones
21
4.3
The Competitive Landscape
23
4.3.1
Background
23
4.3.2
Google
23
4.3.3
Motorola's Motoblur and HTC Sense
24
4.3.4
Nokia, Intel and Meego
24
4.3.5
Orange
25
4.4
Developers
26
4.4.1
The Vodafone Appstar Challenge
27
5
Key Findings and Recommendations
28