Who’s Currently In the Lead and Does It Matter?

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Millennial Media’s most recent Mobile Mix (May 2011 edition) illustrates the current trends in the mobile landscape. In comparison to last month’s edition some rankings remained the same, aside from a few shockers.

Apple and Samsung both remained leaders in the Top 15 Manufacturers and Top 20 Mobile Phones categories. Amid pessimistic reports, May was a decent month for RIM’s Blackberry. The Curve and Bold 2 devices ranked in the top 5 on the Top 20 Mobile Phones list.

The Smartphone OS war will continue, but the Android OS is persistent in keeping the title as “King of the OSes.” For the sixth consecutive month, Android maintained its position as the number one OS in the U.S. (ranked by impressions). Again, RIM’s Blackberry defied the negative chatter, showing a growth of 6% month over month and attaining 17% of the Smartphone OS impressions. Windows Phone 7 may have been the true winner. During the month of May, the platform showed the most growth of any device with a 92% month-over-month increase in impressions.

One factor that creates buzz and popularity of an OS is developer adoption. According to Millennial’s research, when ranked by application revenue, Apple suffered a 5% decrease (from 50% to 45%), although still in the lead. Android, which is very popular amongst developers, experienced a 4% increase; RIM remained steady at 9%.

Again, ranked by the number of impressions, Music and Entertainment, Games, and Social Networking continued to lead the list of Top 10 Mobile Applications.

What is this data really saying? Is it saying that one platform is better than the next? Or, music apps are better than travel apps? There is no true winner or “King” in any one category, as various research will tell you. Each month there is a new platform leader or top mobile app category. It comes down to developers, the consumers and their choices in everything from devices to mobile apps. The consumers are the true driving force of growth.

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