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Mobile Marketing

App Delivery Via SIM

1)    Bring your own device trend is on the rise in the US and developed countries where customers are looking for more freedom and choice in their plan

In 2015, there were 14.6 million US unlocked smartphone shipments, a 140% increase compared to the year prior according to eMarketer.

Huawei Device USA president Zhiqiang Xu said the opportunity for unlocked-phone sales began to increase about two years ago when U.S. carriers began shifting away from subsidizing phones sold with two-year contracts. The shift gives consumers the ability to compare prices of unlocked unsubsidized phones with unsubsidized carrier-locked phones, opening up opportunities for unlocked phones with “great value,” he said.

2)    SIM is a major channel/ segment of the market – especially in developing countries

With over 7.5B SIM connections at the end of 2015, it is a major segment of the mobile market– And in developing regions there’s an estimated average of nearly two SIM cards or even slightly higher per device.

In 2016, out of the total expected 1.6 billion smartphones sold globally next year, a third is expected to be dual SIM capable, making every one in three smartphones a dual SIM unit.

3)    Opens up a hard to reach customer base

In many developing countries such as Indonesia and India, where prepaid plans are the norm and subscribers are most price-sensitive, it can be difficult for mobile operators and OEMs to reach and engage potential customers. Digital Turbines Ignite SIM based solution provides them with a new approach.

China and India are the largest markets for dual SIM devices because, in these markets, subscribers are able to both select the best voice and data rates, as well as opt for a network operator that has the best coverage (without the roaming rates) — often not the same provider.

4)    Easy to implement

Ignite integration is light and time to market quick for mobile operators looking to implement.

5)    Mobile advertising is underpenetrated in developing countries

For example, Indonesia currently has a smartphone penetration of more than 30 percent among its population of 250 million. Indonesian smartphone usage is projected to have a compound growth rate of 17 percent through to 2017, while also having a digital ad spending growth rate of 80 percent up to the same year. In comparison, the US’ digital ad spending compound growth rate is predicted to be 16 percent in the same period.

Sources:

World First, Nielsen introduces mobile ad rating in Indonesia

GSMA Mobile Economy, 2015

Unlocked Smartphone Shipments Soar in the US

By Mimi Torrington

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