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Luca cioletti the past, the present and the future of mobile apps ecosystem
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Luca cioletti the past, the present and the future of mobile apps ecosystem

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Luca Cioletti - The Past, The Present and The Future Of Mobile Apps Ecosystem. Why we are where we are now and what would be the future.

Luca Cioletti - The Past, The Present and The Future Of Mobile Apps Ecosystem. Why we are where we are now and what would be the future.

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    Luca cioletti the past, the present and the future of mobile apps ecosystem Luca cioletti the past, the present and the future of mobile apps ecosystem Presentation Transcript

    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Who am I - originally from Florence, Italy - living for 25 years in Finland - degree in Electronic Engineering - degree in International Business Management - over 16 years of international business experience - executive and professional in the Telecom industry, - strategic thinker, - visionary and inspiring Leader, - consumer, - human being more about me on www.linkedin.com/in/gianlucacioletti
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials This is my bet!!! What is changing in the apps market and how does it change? What are the trends? What would be the next “big thing”
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Everything started from the Business market
      • - The Business market is a “rich” market. Why?
      • The first mobile phones were for Business people
      • the price was 24,000 Finnish Marks in 1987 (approximately EUR 4,560)
      • The world’s first GSM call was made in 1991 and the
      • first mobile “killer app / service” the SMS message was
      • sent in 1992
      • The second mobile ”killer app /service” was the e-mail, in 2008
      • the market was estimated for $3,5 billion
      • - Why Black Berry succeed in the Enterprise business sector?
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials … from the Business market to the mass market…
      • - The mass market is a “poor” market (and volume market), but…
      • In the emerging markets most of the mobile services are SMS
      • based and to support the business
      • In 2008 the SMS market was $130 billion and expected to be
      • $224 by 2013
      • In 2006 China Mobile made $100 million in 10 minutes when the
      • Chinese year changed and Chinese sent over 1 billion SMS.
      • - Apple app store: over 190.000 apps, over 4 billion downloads
      • average price ~ $2,5, but over 70% of the downloads are free
      • apps
      • - Mobile9.com: 6,517,712 members, 1,039,848 free stuffs,
      • 9,836,049,530 downloads
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials The Convergence - In Platforms, PC <=> mobile - Apps <=> services Worldmate by Mobimate World Traveler by Psiloc Handy Shell by Epocware (Paragon) Snaptu Seesmic - Social Network <=> Community - Location based services - The Cloud
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials What iPhone and App Store changed in the ecosystem Everything!!!!
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials From the developers point of view:
      • - a clear business model 70/30
      • an operator independent channel for app distribution
      • but the most important thing is the cycle of a company => in the
      • past the death valley was 3-4 years and now 1-2 years
      • also the “life” cycle of apps became shorter
      time growth death valley in the past today
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
      • In the past operators “owned” the subscribers, the buz. model was based on
      • calls and SMS, now is data traffic, they see only bits, how to differentiate
      • themselves, how to keep loyalty in their subscribers?
      • Operator started to build their own app stores
      • they reduced the share from 85/15 to 50/50.
      From the operator point of view: Voice ARPU Progression, 2004-2009 ($) Non-Messaging Data ARPU Progression, 2004-2009 ($)
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials From the handsets manufacturers point of view:
      • All handsets manufacturers are now following iPhone
      • User Interface and User Experience are the key issues
      • Who will “own” the developers ecosystem
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials From the VCs and investors point of view:
      • - Today developers companies are smaller even single developers
      • Decision criteria for investments not based on revenues but on
      • users
      • buz. model for apps in future will be based on ads (the most)
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Conclusions
      • - Data packages => roaming, still an important and big issue
      • Content discovery => how do I (developer) ensure that people notice my app?
      • How do I (consumer) find new content?
        • - Now nearly 200,000 apps on App Store, 50,000 in Android Market, ~10,000 in OVI Store, ~6,000 in BB
        • App World etc….
      • - Monetisation models:
        • - Pay-Per-Download
        • - freemium with in-app billing mechanism
        • - Ads
      • - Apps as Marketing tool
        • - Carling launched iPint app for the iPhone in July 2008:
        • achieved 6 million downloads in four months
      • Apps as Retail Mechanism
        • - eBay launched its iPhone app in July 2008 integrated with PayPal Mobile as payment system:
        • 8.5 million downloads (around 15% of iPhone users) by April 2010
      • Emerging/developing markets account for 79% of mobile subscribers but just
      • 31% of all non-voice revenues
      • - In emerging/developing markets the first web experience through mobile
    • © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Thanks!!!