iFront 2010 prezentacija na Jure Sustersic

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  • 1. Going Mobile? Mobile apps and internet Jure Sustersic Developer Relations Forum Nokia June 4, 2010
  • 2. 6/4/2010 © 2010 Nokia 2 Contents – Mobile applications driving the mobile content economy – Serbia application consumption – Mobile Platforms’ role in the app economy – Types of applications – Development and distribution of applications
  • 3. © 2010 Nokia
  • 4. © 2010 Nokia Trivia… • There are more people accessing Facebook from mobile than the desktop • In 2009 there were over 3.7 bn mobile subscriptions active globally • That Nokia has shipped over 1bn mobile phones • Based on my calculations, while I was saying this there were around 1000 mobile applications downloaded and generated around 20.000 EUR of direct transaction revenues
  • 5. © 2010 Nokia The app economy…
  • 6. © 2010 Nokia Growing demand for Applications Application Access Category Apr-09 Apr-10 % Change Used application (except native 54,414 69,639 28 games) Social Networking 4,270 14,518 240 News 4,148 9,292 124 Sports Information 3,598 7,672 113 Bank Accounts 2,340 4,974 113 Weather 8,557 18,063 111 Movie Information 3,296 6,359 93 Maps 8,708 16,773 93 Online Retail 1,416 2,701 91 Photo or Video Sharing Service 3,131 5,950 90 Fastest-Growing Content Categories via Application Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009 Search 5,434 10,315 90 Total U.S. Age 13+ Source: comScore MobiLens
  • 7. © 2010 Nokia ... And it’s not a U.S. only phenomena Mobile apps study result from Serbia (Apr 2010) shows demand is high: • 37% of the respondents have already used mobile apps • App user have installed 9,4 Apps in average on their device. • 22% of the app users have already bought charged apps. Base: n=206, source: checkbox.com
  • 8. © 2010 Nokia AppStores dominating distribution From what sources have you downloaded your Apps in the past? (aided, multiple responses possible)
  • 9. © 2010 Nokia Demand for hyper local is growing • Actual news, international news, weather forecast, tv program • Real time scores, betting on the mobile, sports news • Flight schedules, flight reservations, price info, delays, Bus/train schedule, tickets/reservation, route changes/delays • Deliveries tracking, prices, delivery ordering
  • 10. © 2010 Nokia Platforms are driving the app-economy Worldwide Smartphone market by OS vendor Market shares 4Q 2009 in % (Source: Canalys) Share (%) of Smartphone Subscribers EU5 Total sub. base 100.0% Symbian 60.9% Apple 14.5% Microsoft 14.1% RIM 8.3% Google 2.0%
  • 11. © 2010 Nokia Mobile Technology Adpotion The Innovative Web Giants The Traditional Giants The Mobile Netrepreneurs The Long-tailers
  • 12. © 2010 Nokia Setting the mobile strategy… Depends on many variables. Key drivers for this is the nature of the business: • Mobile only? • Online and Mobile • Brick & Mortar
  • 13. © 2010 Nokia Know your buisness… • How can your core business benefit from mobilization? • What are the key use cases in mobile you can or/want to support? • What business model to apply? • What resources do I need? • How do I define and track performance, quality
  • 14. © 2010 Nokia … to find an appropriate mobile strategy • Mobile Advertising only – SMS, Banners • Mobile Site – WAP, xHTML, HTML • Mobile Application – Information delivery (Product info) – Marketing campaigns – Content delivery (news and infotainment) – CRM – Transactions – “True” mobilisation
  • 15. © 2010 Nokia Internet evolution thru a mobile screen Full HTML browser Mobile-optimized Widgets offer focused, Widgets + Platform lets mobile sites serve specific optimized front-ends Services offer consumers needs and tasks to Web-based seamless integration experience the information and of the Web with complete Web services personal context
  • 16. © 2010 Nokia Nokia portfolio is set for apps Phones Smartphones Computers (Series 40) (Symbian) (Maemo) Develop Java apps Develop Native Apps Develop Web Apps Develop Web Apps
  • 17. © 2010 Nokia What are web apps • Web sites often not suitable for small screens • Widgets are “local websites” on the device – Rendered using browser – Fetch web data using AJAX (Web 2.0) – Look & feel like native applications – But: easy development with HTML & JavaScript – Standard web tools for development – Vendor specific extensions possible for better integration with device (location, contacts, calendar) • Web Apps are easier to port across platforms
  • 18. © 2010 Nokia Web apps examples AccuWeather Reuters LeMonde
  • 19. © 2010 Nokia Native apps – power of the platform and run 1100010001 #include <iostream> using namespace 1000010111 by OS std; int main () { // declaring variables: 0110111010 int a, b; int result; // process: a = 5; b = 2 1110111101 0101101110 10100 Code is compiled to binary GIVING » Great performance Best use of OS features (APIs, Middleware etc) With smallest footprint But requires greater investment, developed using mostly proprietary tools (e.g. Nokia Qt SDK)
  • 20. © 2010 Nokia Examples of Native apps Mobile Bounce Fring Documents Evolution
  • 21. © 2010 Nokia … and distribution?
  • 22. © 2010 Nokia Nokia’s distribution channel – Ovi store • Powerful channel with content from a global developer base • Free and premium content • Content available by category, device and market • Wide coverage of content: – Native Apps Web Apps Java Apps Personalization • 70/30 revenue share* • Payment via credit card and premium SMS (where available) • Worldwide distribution and visibility • Self- Self-service content publishing via Publish.ovi.com
  • 23. © 2010 Nokia Challenges • Fragmentation • Billing and transactions • Regulations
  • 24. © 2010 Nokia … to conclude • Anyone feels like year 2000 DejaVu is happening? • Not quite… • 1 tech and financial bubble after… • We ought to get our numbers and expectations right…
  • 25. © 2010 Nokia Thank you! Jure.sustersic@nokia.com http://www.forum.nokia.com