Mobile Development: reaching critical mass               Alessandro Thellung               CEO & Founder                  ...
Fragmentation scenario• The diversity of developing environments and fragmented  landscape (Apple, RIM, Android, Samsung, ...
a slippery subject ...
Smartphones OS fragmentation
Smartphones OS fragmentation
Smartphones OS fragmentationSource : Strategy Analytics, 2011
What is a «smartphone» ?
What is a «smartphone» ?
What is a «smartphone» ?Supports Third Parties Applications
What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developers
What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developersEasy access to content (...
Feature phones = non smartphones
Feature phones = non smartphones
Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey r...
Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey r...
Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey r...
Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey r...
Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey r...
Feature phones = non smartphonesOn the other hand : «End 2010, smartphones represent only 13 % of total global handsets in...
The Global Picture
The Global Picture
The Global PictureSource : Nokia, 2011
The Global PictureNokia wants to «bringthe next billion on-line»                            Source : Nokia, 2011
The Global PictureNokia wants to «bringthe next billion on-line»«We can connect theunconnected» (S. Elop)                 ...
The Global PictureNokia wants to «bring                                                   More than ONE THIRD (36%)the nex...
The Global PictureNokia wants to «bring                                                   More than ONE THIRD (36%)the nex...
Do we have a trade-off scenario ?
Do we have a trade-off scenario ?How should we address these 2,5 billion «connected phones» ?
Do we have a trade-off scenario ? How should we address these 2,5 billion «connected phones» ?What is the best strategy fo...
Smartphones path : «Apps»
Smartphones path : «Apps»
Smartphones path : «Apps»• Downloaded into the smartphone
Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts :  •   Great user experience  •   Easily bookmarked  ...
Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts :                        • Weaknesses :  •   Great us...
Featurephones path : «WebApps»
Featurephones path : «WebApps»
Featurephones path : «WebApps»• Soft ware is «on the server»
Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts:   • Runs on ALL «connected phones»
Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts:                          • Weaknesses :   • Runs ...
What is a «WebApp» ?• Weaknesses :  •   Hard to bookmark  •   Net work latency  •   No repositories  •   No access to phon...
What is a «WebApp» ?                                           • BUT :• Weaknesses :  •   Hard to bookmark                ...
Is there a marketing trade-off ?
Apps                  WebAppsTaylor Made Apps   Taylor Made WebApps    + servicesApps Factories      WebApps Composers
Apps                  WebAppsQuality, $$$               Taylor Made Apps   Taylor Made WebApps                   + service...
Apps                  WebAppsQuality, $$$               Taylor Made Apps   Taylor Made WebApps                   + service...
Apps                  WebAppsQuality, $$$               Taylor Made Apps   Taylor Made WebApps                   + service...
Apps              User Experience       WebAppsQuality, $$$               Taylor Made Apps                     Taylor Made...
Apps              User Experience       WebAppsQuality, $$$               Taylor Made Apps                     Taylor Made...
Apps               User Experience       WebAppsQuality, $$$                 Taylor Made Apps                       Taylor...
Apps               User Experience       WebAppsQuality, $$$                 Taylor Made Apps                       Taylor...
Apps               User Experience       WebAppsQuality, $$$                 Taylor Made Apps                       Taylor...
Apps               User Experience        WebAppsQuality, $$$                 Taylor Made Apps                       Taylo...
Apps               User Experience        WebAppsQuality, $$$                 Taylor Made Apps                       Taylo...
Apps                                   WebApps                                  Customer cases : EMI MusicQuality, $$$    ...
Apps                                  WebApps                                       Customer cases : EMI Music            ...
Apps                                  WebApps                                       Customer cases : EMI Music            ...
Apps                                  WebApps                                       Customer cases : EMI Music            ...
Apps                                  WebApps                                       Customer cases : EMI Music            ...
Apps                                  WebApps                                       Customer cases : EMI Music            ...
Apps                                   WebApps                                       Customer cases : EMI Music           ...
Apps                                   WebApps                                       Customer cases : EMI Music           ...
How will all this evolve ?
Moving from hardware to the mobile cloud       The come back of «thin client» model
Moving from hardware to the mobile cloud       The come back of «thin client» model
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO            ...
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO            ...
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO            ...
Moving from hardware to the mobile cloud                      The come back of «thin client» modelDEVICE/TELCO            ...
Moving from hardware to the mobile cloud                             The come back of «thin client» modelDEVICE/TELCO     ...
Moving from hardware to the mobile cloud                              The come back of «thin client» modelDEVICE/TELCO    ...
Moving from hardware to the mobile cloud                             The come back of «thin client» modelDEVICE/TELCO     ...
Moving from hardware to the mobile cloud                             The come back of «thin client» modelDEVICE/TELCO     ...
Thank youalessandro@redshift.fr
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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 ?

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  • Mobile development : reaching critical mass

    1. 1. Mobile Development: reaching critical mass Alessandro Thellung CEO & Founder MIPTV - Cannes March 2011
    2. 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. 3. a slippery subject ...
    4. 4. Smartphones OS fragmentation
    5. 5. Smartphones OS fragmentation
    6. 6. Smartphones OS fragmentationSource : Strategy Analytics, 2011
    7. 7. What is a «smartphone» ?
    8. 8. What is a «smartphone» ?
    9. 9. What is a «smartphone» ?Supports Third Parties Applications
    10. 10. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developers
    11. 11. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developersEasy access to content ( «AppStores» )
    12. 12. Feature phones = non smartphones
    13. 13. Feature phones = non smartphones
    14. 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. 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. 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. 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. 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. 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. 20. The Global Picture
    21. 21. The Global Picture
    22. 22. The Global PictureSource : Nokia, 2011
    23. 23. The Global PictureNokia wants to «bringthe next billion on-line» Source : Nokia, 2011
    24. 24. The Global PictureNokia wants to «bringthe next billion on-line»«We can connect theunconnected» (S. Elop) Source : Nokia, 2011
    25. 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. 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. 27. Do we have a trade-off scenario ?
    28. 28. Do we have a trade-off scenario ?How should we address these 2,5 billion «connected phones» ?
    29. 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. 30. Smartphones path : «Apps»
    31. 31. Smartphones path : «Apps»
    32. 32. Smartphones path : «Apps»• Downloaded into the smartphone
    33. 33. Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts : • Great user experience • Easily bookmarked • No latency, off-line life • Repository (AppStore)
    34. 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. 35. Featurephones path : «WebApps»
    36. 36. Featurephones path : «WebApps»
    37. 37. Featurephones path : «WebApps»• Soft ware is «on the server»
    38. 38. Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts: • Runs on ALL «connected phones»
    39. 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. 40. What is a «WebApp» ?• Weaknesses : • Hard to bookmark • Net work latency • No repositories • No access to phone components
    41. 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. 42. Is there a marketing trade-off ?
    43. 43. Apps WebAppsTaylor Made Apps Taylor Made WebApps + servicesApps Factories WebApps Composers
    44. 44. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers
    45. 45. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    46. 46. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    47. 47. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    48. 48. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
    49. 49. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Apps Factories WebApps Composers Market reach
    50. 50. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Apps Factories WebApps Composers Market reach
    51. 51. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Market reach
    52. 52. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Good trade-off Market reach
    53. 53. Apps User Experience WebAppsQuality, $$$ 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. 54. Apps WebApps Customer cases : EMI MusicQuality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    55. 55. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    56. 56. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    57. 57. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    58. 58. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    59. 59. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
    60. 60. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
    61. 61. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
    62. 62. How will all this evolve ?
    63. 63. Moving from hardware to the mobile cloud The come back of «thin client» model
    64. 64. Moving from hardware to the mobile cloud The come back of «thin client» model
    65. 65. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    66. 66. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    67. 67. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
    68. 68. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    69. 69. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    70. 70. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
    71. 71. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
    72. 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. 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. 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. 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. 76. Thank youalessandro@redshift.fr

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