In
a 87-page report, Morgan
Stanley analysts have charted the most important online trends and
predicted the future of the Internet. In addition to forecasting more online
shopping and showing the geographical distribution of Internet users, the study
also shows a dramatic shift toward mobile web use.
In Japan, 96% of mobile subscribers already have 3G coverage. In Western Europe, the penetration is around 54%, just slightly above 46% in the U.S. Morgan Stanley identifies 3G access as a key point in the success of the mobile web.
Finally,
mobile e-commerce according to Morgan Stanely ,is ramping up faster than online e-commerce, now making up 4%
of total retail sales. In certain categories, such as computers, consumer
electronics, music, movies, tickets, video games and books, online sales
account for between 45% and 20% of the total retail market. Japan’s Rakuten
shows how the mobile share of e-commerce is growing as well, from 10% of
e-commerce in 2006 to nearly 20% now
Reason For The Mobile Web proliferation according to Morgan Stanley are
* Easy-to-Use/Secure Payment Systems — embedded
systems like carrier billing and iTunes allow real-time payment
* Small Price Tags -– most
content and subscriptions carry sub-$5 price tags
* Walled Gardens Reduce Piracy -– content
exists in proprietary environments, difficult to get pirated content onto
mobile devices
* Established Store Fronts -– carrier
decks and iTunes store allow easy discovery and purchase
* Personalization -– more
important on mobiles than desktops
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