Active Idle Screen: 2009-2011

The active idle screen (aka home screen or phone top) is the synonym of zero-click distance. It is the most premium real-estate on the handset for service delivery and promotion. In this report we review the solutions which offer zero-click access to services, information and promotion on the handset idle screen. The market of idle screen solutions has grown considerably; in 2002-2006 it was kick-started by active idle screen (AIS) vendors and tier-1 operators; in 2007-2009 it has been capitalised by Apple, HTC, Samsung, LG, Samsung & increasingly Nokia, Android & Windows Mobile; In 2010-2011 it will be elevated into precious real-estate divided between the handset OEM, operator & service providers. The ownership of the idle screen will become as elementary as customer ownership; as ubiquitous as handset branding; & as important a monetisation tool as handset accessories. In this report we examine the market trends & opportunities that will determine the billion-unit question: who will own the screen?