Snap and Share:

The Future of Imaging and Video

The pace of change, the rate of innovation, is relentless.

1827 First photograph
1948 First Instamatic Camera
1983 First camcorder available to consumers
1973 First mobile phone call
1997 First publicly shared picture from a mobile phone
2001 First 3G Network
2003 Camera phone sales outstrip camera sales
2006 Camera phone sales equate to 50% of all mobile phone sales
2010 Camera phone sales hit 1,000,000,000

The tech-consumer in all of us has woken up, and shes hungry. So where next?
With still images becoming a hygienic, penetration increased by only 1% between
2010 and 2011, the services with the strongest growth potential are Video calling,
Live TV and Streaming of TV / Video content on mobile.
Consumers want these services, they want access to their social networks, and
they also want the two combined. Of the social networking activities they expect
to do more of in the future, uploading pictures/video and streaming media content
straight to friends on these sites are the most popular.

Imaging is a major driver of purchase for mobile phones

% TOP DRIVERS OF FUTURE PRODUCT CHOICE

Source: Mobile Life: GTI 2011

Sending Sms Message

31

Store And Listen To Music

24

Take And Share Pictures

24

Easily Navigating My Phone

21

Easily Downloading Music/Games/Apps

21

Having Instant, Fast Internet Access

16

Getting Access And Listening To Radio

13

Check And Send Emails At Any Time

12

Take And Share Videos

11

Navigation

10

Video Calling

Social Video

It is even more critical in emerging economies, and can be an important part of the
consumer offer
% CHOOSING OPTION AS TOP DRIVER OF PRODUCT CHOICE
Source: Mobile Life: GTI 2011

MATURE
17

Take and Share Pictures

7

Video Calling
Take and Share Videos
Watching Social Video

EMERGING TIER 1

5
3

EMERGING TIER 2

26
7

29
7

12
9

17
9

Focusing on mobile video services such as video calling, live TV and streaming of TV / video
will drive growth
FEATURE PRIORITISATION
Size of bubble = Current usage level
Source: Mobile Life: GTI 2011

Watch Live TV

Video Calling

FREQUENCY OF USE

Social Video
Still Camera

MMS

Stream TV / video
Download TV / video
Upload photos / videos to mobile
Upload photos / videos to PC

Video Camera

High growth potential

GROWTH POTENTIAL

Taking advantage of the strength of social networks, and integrating multi-media options into
mobile SN interfaces holds potential to increase utility
USAGE AND DEMAND FOR SOCIAL NETWORKING SERVICES - % OF CURRENT USERS
Currently doing

Would like to do

Source: Mobile Life: GTI 2011

Send Messages to Friends

63

12

Check Status of Friends

62

11

Receive Messages From Friends

60

12

Update Status

57

Look at Other Peoples Photos or Videos

40

Upload Photos or Vidoes

38

Play Games

26

Stream Content (Music, Videos, Games)

17

Check in Your Location

11
17
21
18
20
17

With conventional mobile imaging reaching saturation, growth is coming from the long tail of
new services such as social video and live TV
% USING
2010

2011

Source: Mobile Life: GTI 2011

Still Camera

61

62

Video Camera

44

MMS

40

Upload Pics / Video to PC

24

Upload Pics / Video to Mobile Internet

16

Watching Social Video

10

Watch Live TV

12

Download TV / Video

11

12

Stream TV / Video

Video Calling

46
41
25
18
15

11
9

To find out more, please contact

Fiona Buchanan
Sector Development Manager
TNS Global Technology

Joe Webb
Development Planner
TNS Global Technology

Ryan Versfeld
Research Executive
TNS Global Brand Equity Centre

t: +61 3 8862 5975

m: +61 40 476 4896
e: fiona.buchanan@tnsglobal.com

t: +44 (0)20 7160 5942

m: +44 (0)7764 272315
e: joseph.webb@tnsglobal.com

t: +27 21 657 9696

e: ryan.versfeld@tnsglobal.com