Mobile Software Global Trends
Mobile Software Forum
December 16, 2008, St. Petersburg
Gian Luca Cioletti
1 © 2008 Nokia

Mobile Software Global Trends
•What is changing in the markets
•Business models
•Distribution channels
•Summary
2 © 2008 Nokia

Forum Nokia Business Development Team EMEA
Gian-Luca Jure Jarkko Patrick Kirill Rahim Benjamin
Cioletti Roszczewski
Sustersic Tolvi Dalez Zelenski Zaknoun
Leader, Location Based Enterprise and Multimedia CIS MEA Personal
Services and Near Business Mobility Productivity and
Business
Field Utilities
Development
Communication
UK and Ireland, Alps and Adriatic, Finbaltics, French speaking Russian speaking Middle East and Scandic, Poland,
Italy, Turkey South East Germany, territories, Spain, territories Africa Czech Republic,
Europe Netherlands Portugal Slovakia
+358503423554 +358504869523 +358408037360 +358503891632 +358504801487 +358407009694 +358504823831
3 © 2008 Nokia

Our Vision
Forum Nokia
the preferred partner for mobile
developers communities
4 © 2008 Nokia

Forum Nokia’s Roles
•Technical support, providing
developers with tools and
technical information
•Create business opportunities
for mobile developers
5 © 2008 Nokia

Big Opportunity number 1
Navigation
Messaging Gaming
Music
Communities
Digital imaging Video & TV
The world in 2010: EUR 100 billion*
revenue for core markets
* Nokia and external analysts´ estimates
6 © 2008 Nokia

Big Opportunity number 2
CRM
DCC
Other Application
E-mail
ECM
Web conference &
Team collaboration
ERP
SCM
PPM
Office Suite
The world in 2010: EUR 90 billion*
* Nokia and external analysts´ estimates
7 © 2008 Nokia

Current and Future Use of Mobile
Services, Worldwide (Gartner Q4, 07)
8 © 2008 Nokia

D! client on Nokia phones,
some facts…
•Downloads, global markets
• Europe, China, MEA, SEAP, India
•Downloads, EMEA markets
• Russia, UK, Saudi Arabia, Egypt, UAE, Iran,
Ukraine, Italy
9 © 2008 Nokia

How important are mobile applications
to the purchase of a handset?
• 86% of panelists said the possibility
to install applications to mobile
devices is important.
• Almost half of panelists installed add-
on applications during the study.
Source Smartphone 360 study 2007
10 © 2008 Nokia

120
100
Other
Navigation and Maps
Minutes / Day / User
80
Multimedia/Gaming
Browsing
60
PIM
Messaging
40
Voice
20
* At least twice per week during the panel period
Source: Nokia Smartphone 360
0
Low Mid High
Great potential for non-voice
services on Nokia devices
11 © 2008 Nokia

Why does mobile and Nokia matter to
developers?
•More than 3 billion mobile phones worldwide - one for every
two people on the globe
•Expected to jump to 4 billion by 2010 - roughly triple the
number of personal computers
•Approximately 4% of mobile phone users are actively
downloading mobile applications.
•Symbian OS device owners are much more likely to be
downloaders. In certain EMEA countries, 23% of them are active
downloaders.
•Over 900 million Nokia handsets are in use around the world
•More than 150 million S60 smartphones shipped
12 © 2008 Nokia

Operator’s ARPU global trends are
downward, but…….
• Data service usage is rapidly increasing worldwide, principally
driven by mobile internet
• Data revenues amount now almost 20% of total revenues
globally
• As growth slows down in mature markets, global operators
expand to Emerging markets for future growth and service
differentiation, mobile VAS market is booming in emerging
markets
• Rising the interest to replicate Emerging markets’ business
models based on low costs and low tariffs also in more mature
markets
• Carriers are dominant distributors of content and applications in
their domestic markets

Flat rate data pricing stabilizing in
most markets
Operator Country GB/Jan GB/Jul
Australia Telstra 1 1
Austria A1 3 3
Bulgaria M-Tel 1,5 1,5
Croatia Vipnet 1 1
France Orange 1 1
France SFR 1 1
Germany O2 5 5
Germany T-Mobile 5 5
Hong Kong1010 1 1
Italy TIM 1 0,5
Italy Vodafone 10 15
∞
Kuwait Zain
Lithuania Omnitel 1 1
∞∞
Malaysia Maxis
Netherlands T-Mobile ∞ 1
Portugal Vodafone 1 1
∞∞
Singapore M1
South Africa Vodacom 3 3
Switzerland Swisscom 1,5 1,5
U.K. H3G 1 1
∞5
USA AT&T
60 €
0€ 40 €
20 €
Jan 07
July 08
14 © 2008 Nokia

Business models & distribution channels
Licensing
ng
isi
rt Subscription
ve
d
A
rs
The application store boom….
to
ra
pe
O Content Providers
Retailers
15 © 2008 Nokia

LAUNCHED TURKCELL PORTAL PROVIDING FORUM NOKIA MOBILE APPLICATIONS TO ABOUT
35 MILLIONS TURKCELL SUBSCRIBERS
Forum Nokia Business Development
Team EMEA was consulting Turkcell in
setting up their application market place.
On the portal it has been deployed
already more then 100 mobile
applications from Forum Nokia
developers and more are in the pipeline
waiting for the deployment.
From the following link:
http://www.uygulamapazari.com/Store
Front/Index.aspx?lang=2 you will find the
application portal in English

TELENOR GROUP AND FORUM NOKIA JOIN
FORCES
Forum Nokia Business Development Team
EMEA reached an important agreement
with Telenor Group.
Forum Nokia will start promoting
applications and services to Playground, the
application portal for Telenor Group.
Playground portal is used by operators
belonging to the Telenor Group to select
and deploy new applications and services in
the markets.
You will find more information from the
following link:
http://playground.telenor.com/node/887,
and the article regarding the agreement at
the following link:
http://playground.telenor.com/node/899

Summary
The ways people use their phone are changed
The mobile is still the preferred device
Mobile applications can offer new dimensions
and more value
The business will be big enough for all the
ecosystem

Thank you
19 © 2008 Nokia