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Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
Mobile development : reaching critical mass
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Mobile development : reaching critical mass

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As smartphones'market share is steadily growing in western countries, featurephones still represent more than 80% of the global market. Is there a path to a trade-off strategy for publishers ?

As smartphones'market share is steadily growing in western countries, featurephones still represent more than 80% of the global market. Is there a path to a trade-off strategy for publishers ?

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  • Transcript

    • 1. Mobile Development: reaching critical mass Alessandro Thellung CEO & Founder MIPTV - Cannes March 2011
    • 2. Fragmentation scenario• The diversity of developing environments and fragmented landscape (Apple, RIM, Android, Samsung, Microsoft, Palm and more) are challenging the developers and content industries in their strategy. • On top of that, they should think about a world divided t wo folds: billions of feature phones users (allowing limited technology), as opposed to a fast growing base of smartphone owners.• Is there a safe and simple path to the mass market?
    • 3. a slippery subject ...
    • 4. Smartphones OS fragmentation
    • 5. Smartphones OS fragmentation
    • 6. Smartphones OS fragmentationSource : Strategy Analytics, 2011
    • 7. What is a «smartphone» ?
    • 8. What is a «smartphone» ?
    • 9. What is a «smartphone» ?Supports Third Parties Applications
    • 10. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developers
    • 11. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developersEasy access to content ( «AppStores» )
    • 12. Feature phones = non smartphones
    • 13. Feature phones = non smartphones
    • 14. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.
    • 15. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011
    • 16. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ...
    • 17. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
    • 18. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
    • 19. Feature phones = non smartphonesOn the other hand : «End 2010, smartphones represent only 13 % of total global handsets inuse today, but they generate over 78 % of total global handset traffic.»End 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
    • 20. The Global Picture
    • 21. The Global Picture
    • 22. The Global PictureSource : Nokia, 2011
    • 23. The Global PictureNokia wants to «bringthe next billion on-line» Source : Nokia, 2011
    • 24. The Global PictureNokia wants to «bringthe next billion on-line»«We can connect theunconnected» (S. Elop) Source : Nokia, 2011
    • 25. The Global PictureNokia wants to «bring More than ONE THIRD (36%)the next billion on-line» of the world’s population«We can connect the have a web-enabled phoneunconnected» (S. Elop) Source : Nokia, 2011
    • 26. The Global PictureNokia wants to «bring More than ONE THIRD (36%)the next billion on-line» of the world’s population«We can connect the have a web-enabled phoneunconnected» (S. Elop) It makes 2,5 bilion «connected phones» Source : Nokia, 2011
    • 27. Do we have a trade-off scenario ?
    • 28. Do we have a trade-off scenario ?How should we address these 2,5 billion «connected phones» ?
    • 29. Do we have a trade-off scenario ? How should we address these 2,5 billion «connected phones» ?What is the best strategy for brands and publishers HERE AND NOW ?
    • 30. Smartphones path : «Apps»
    • 31. Smartphones path : «Apps»
    • 32. Smartphones path : «Apps»• Downloaded into the smartphone
    • 33. Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts : • Great user experience • Easily bookmarked • No latency, off-line life • Repository (AppStore)
    • 34. Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts : • Weaknesses : • Great user experience • proprietary ecosystem • Easily bookmarked • market reach limited by OS share • No latency, off-line life • Repository (AppStore)
    • 35. Featurephones path : «WebApps»
    • 36. Featurephones path : «WebApps»
    • 37. Featurephones path : «WebApps»• Soft ware is «on the server»
    • 38. Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts: • Runs on ALL «connected phones»
    • 39. Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts: • Weaknesses : • Runs on ALL «connected phones» • Hard to bookmark Net work latency • No repositories • No access to phone components
    • 40. What is a «WebApp» ?• Weaknesses : • Hard to bookmark • Net work latency • No repositories • No access to phone components
    • 41. What is a «WebApp» ? • BUT :• Weaknesses : • Hard to bookmark • Touch-screen is everywhere • Net work latency • Net work speed grows 60% per year • No repositories • Webstores are coming ( Mobango > 800 M dwd) • No access to phone components • It’s changing and will change with HTML 5
    • 42. Is there a marketing trade-off ?
    • 43. Apps WebAppsTaylor Made Apps Taylor Made WebApps + servicesApps Factories WebApps Composers
    • 44. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers
    • 45. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    • 46. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    • 47. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    • 48. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    • 49. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Apps Factories WebApps Composers Market reach
    • 50. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Apps Factories WebApps Composers Market reach
    • 51. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Market reach
    • 52. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Good trade-off Market reach
    • 53. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Good trade-off Hands-on allows evolution Market reach
    • 54. Apps WebApps Customer cases : EMI MusicQuality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 55. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 56. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 57. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 58. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 59. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    • 60. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
    • 61. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
    • 62. How will all this evolve ?
    • 63. Moving from hardware to the mobile cloud The come back of «thin client» model
    • 64. Moving from hardware to the mobile cloud The come back of «thin client» model
    • 65. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    • 66. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    • 67. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    • 68. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    • 69. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    • 70. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    • 71. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
    • 72. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud
    • 73. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud
    • 74. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud The hardware will just need to be a «connected phone»
    • 75. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud The hardware will just need to be a «connected phone» The revenge of the Featurephone ?
    • 76. Thank youalessandro@redshift.fr

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