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COMMENTARY THE CRUCIBLE OF THE PHONE MARKET WORDS BY HORACE DEDIU, APPLE ANALYST REPRINTED WITH PERMISSION FROM ASYMCO.COM The United States is in the forefront of smartphone usage. This has not always been the case. Five years ago only 3 percent of U.S. phone users were using a smartphone, lower than the global average. At the time Palm and BlackBerry were the prominent devices in the U.S. while in Europe Nokia's push with Symbian and Microsoft's licensing of Windows Mobile led to a smartphone adoption rate of about 7%. All that changed with the iPhone. After 2007 the U.S. began to rapidly catch up and eventually overtook all other regions in terms of smartphone adoption. The latest data from comScore Mobilens shows that the U.S. is now effectively 50% penetrated. The following chart shows just how quickly this happened. In December 2009 only 17% of Americans used a smartphone as their primary phone. As of August the total reached 49.8%. By today the U.S. is effectively a majority smartphone usage country and it looks like there is no slowing. We might very well see the US reach saturation with 80% smartphone usage in another two years. Of course, the U.S. is not the first countryto reach this threshold. Some northern European countries were there earlier, but North America is the first major regi onto get there. That means over 115 million smartphone users in one market. As a result, the U.S. has become the crucible of the whole smartphone market. It's where platforms are most concentrated in use and therefore the most sensitive to the effects of that usage. That leads to more innovation, more discovery of new use cases and more ecosystem growth. Quite simply, it's where competition is most heated. This prominent position implies that the U.S. could now be seen as a leading indicator of global trends. It might allow a keen observer to predict what will happen from U.S. data. So what does the mobile platform rivalry look like in the U.S.? We are fortunate because the data is finely grained in the U.S. We have monthly updates from comScore and we get specific platform penetration data. The following graph shows the shares of the major platforms since late 2009. It becomes immediately evident that BlackBerry has lost a huge part of its user base to Android and iOS. In 2.5 years share when from about 42% to 8%. In raw numbers that's 11 million users that switched to another smartphone. Looking closer you can also see a consistent growth in share for the iPhone since mid 2010 with a slightly higher rate of increase of share than Android in the last few months. The problem is that this pattern of rapid decline in RIM and moderating growth in Android is not necessarily mirrored globally. RIM just reported an increasein total users during the last quarter (from 78 to 80 million subscribers.) Google also recently reported 500 million Android activations globally with no apparently letup in growth. So there seems to once again be a disparity between the U.S. and global platforms. Do we take the U.S. market to be anomalous or is it a pre-cursor to global trends? Certainly the U.S. market is in many ways unique with a very low rate of pre-paid usage and a relatively high ARPU and average device pricing due to subsidies. However, the global trend has been to increasingly mirror the U.S., not vice versa. The iPhone has radiated out of the U.S. in terms of usage and so has Android. Attempts by other platforms to make inroads in the U.S. have been unsuccessful. Symbian failed to gain a foothold and it seems Windows Phone is stumbling as well. Both of these platforms have had more success outside the U.S. The U.S. operator subsidy model has also been "exported" more than pre-paid has been "imported". By 2007 Europe was moving away from subsidies as prices of feature phones were coming down and 3G was still in its infancy. That was reversed as the large screen smartphones became the device of choice. In addition to device and operator trends, most apps originate in the U.S. and the major social media platforms are all American-based. In other words, the modesof usage are being conceived in the U.S. On the other hand, the U.S. is still a tiny percent of total consumption. It represents only about 6% of all phone users. Chances are that prices for devices in the U.S. (especially the iPhone) can't be sustained for 5 billion consumers. Then there are "cultural" considerations where regions cling to their own usage habits and perceptions of value. So it's still an open question of whether the U.S. is the leading indicator for how platforms might change globally but I would watch this data very carefully. When it comes to mobile platforms, it might be that if it plays in the U.S. it will play globally. [NOTE: This article was originally published on LinkedIn.] 32 MacDirectory