Mobile devices are defining the current era, with smartphones growing tremendously and surpassing desktop and laptop computers. The mobile ecosystem is experiencing revolutions in both software and hardware, with new brands succeeding and others declining. Mobile messaging and social networking are merging, and mobile advertising is developing despite challenges from lower pricing. Overall, mobile represents huge opportunities across many industries, with messaging, payments, healthcare, cloud services, and more benefiting from ongoing trends of increasing smartphone ownership and usage worldwide. Developers must adapt to this new mobile-focused landscape by gaining skills in mobile platforms and cloud technologies. Businesses also need to embrace mobile and the bring-your-own-device model to engage with customers effectively.

1. is dead
Long live
mobile
1

2. MOBILE DEFINES
OUR ERA
2

3. The PC is dead!
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4. 4

5. web = loser | apps = winner
The web is dead!
5

6. EVOLUTION
REVOLUTION
REVOLUTION
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7. 7

8. SOFTWARE
HARDWARE
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9. DYING BRANDS
9

10. WINNING BRANDS
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11. 11

12. AND MORETO COME
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13. SOFTWARE
13

14. 14

15. 15

16. WE ARE SOCIAL - WITHOUT
SOCIAL NETWORKS
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17. 17

18. 4.2 billion
Twitter
Mobile is social, distributed and huge
focus
MOBILE MESSAGING WILL EAT “SOCIAL”AND
MEDIA SHARING
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19. WHICH SHOULD MEAN
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20. 20

21. UN-NATURAL
ACTS
ADVERTISING
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22. Web Ads
still growing
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23. 23

24. 24

25. 25

26. Bad News =
eCPMs 5x Lower on Mobile than Desktop
$0.49
$0.51
$0.55
$0.63
$0.68
$0.68
$0.68
$0.89
$1.17
$1.24
$0.75
$3.50
$- $1 $2 $3 $4
Navigation
Games
Reference
Medical
Entertainment
Health & Fitness
Utilities
Lifestyle
Education
Weather
Mobile Internet**
Desktop Internet*
Effective CPM, Desktop Internet* vs. Mobile Internet**
Note: * Desktop Internet is a weighted average CPM calculation based on comScore Display ad share data and Vivaki CPM by category data as
of Q3:11. **Mobile Internet is a simple average eCPM calculation based on Mobclix Exchange USA data as of 3/12.
Mobile eCPM by Category
19
26

27. 27

28. 28

29. 29

30. WHAT DOES IT MEAN?
Is bad for
30

31. OPPORTUNITIES
31

32. 32

33. 33

34. 80,000 users in 140 countries in 21 days.
34

35. 35

36. Despite Tremendous Ramp So Far,
Smartphone User Adoption Has Huge Upside
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Smartphone Mobile Phone
GlobalSubscriptions(MM)
Global Smartphone vs. Mobile Phone Subscriptions, Q4:11
Source: Mobile phone subscriptions per Informa (as of Q4:11), Smartphone subscriptions estimate based on Morgan Stanley Research’s
estimated smartphone user as % of total mobile user at the end of 2011 (16%).
Note: While there are 1B global 3G subscribers as of Q4:11, not all of them were smartphone users. One user may have multiple mobile
subscriptions, therefore actual user #s may be lower than subscriber #s.
953MM
Smartphone
Subscriptions
6.1B Mobile Phone
Subscriptions
11
1.1 B
Smartphones will
outperform the overall
market for mobile phones,
growing at a CAGR of
23% between 2011 and
2017 to reach 1.7 billion
units
Dec 2012
36

37. SO WHAT ARETHE
OPPORTUNITIES
• Mobile Messaging eats media sharing and social networking
• Payments
• Medical Sensors and Data
• Cloud for Mobile
• Time and Space - Mobile meetsThings
• Entertainment - the end of TV; the end of games consoles
• Advertising - not the web
37

38. Consequences For
Developers
• mobile is going to kill desktop and laptop based
software, although it will take some time it has
already started.
• Mobile is much bigger than desktop and with
lots of growth potential
• Its an app world, not a web world
• Front end developers need Objective C; Java
and HTML5/CSS3/Javascript.
• Back end need to go beyond SQL to Hadoop
and other NOSQL solutions.
• Selling developer service to western companies
is not a way to get rich. Build Apps and back end
solutions (services)
• Cloud is changing too. Message Bus and
Storage, not apps consumed in browsers.
• On mobile you are rewarded for thinking
global.Your home market is NOT your market.
The world is.
• You can get big fast
• Russian developers are not at a disadvantage if
they take account of these trends early and
aggressively
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39. Consequences For
Businesses
• IT needs to embrace BYOD
(Bring your own Device).
• Desktop communications begins
to phase out.
• Secure Apps able to access
Corporate Data are needed.
• Secure Cloud Storage is needed.
• De-centralized model will grow
as data moves to the device.
• API’s remain key for B2B
relationships.
• Desktop is not the key focus
any more.
39

40. Credits
Business Insider - http://www.businessinsider.com/
the-future-of-mobile-deck-2012-3?op=1
Kleiner Perkins & Mary Meeker - http://
www.kpcb.com/insights/2012-internet-trends
Flurry - http://blog.flurry.com/
Get My Slides
http://slides.just.me
40

41. http://just.me/downloadtheapp
41

42. спасибо
keith@teare.com
Facebook: kteare
Twitter: @kteare
just.me: *kteare
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