MORE THAN A PHONE
The mobile revolution. Site, apps, handsets

Jennifer Wilson
Chair
AIMIA Mobile Industry Group
How many did you say?
             Subs       Growth       ARPU
• VHA           6.895    (+584k) $56
• Optus      8.224   ...
Ubiquitous doesn’t come close…

•   Personal
•   Pervasive
•   Always on
•   Uniquely anthropomorphised
•   Increasingly f...
Our mobile behaviour

• As a phone, not that much has changed
• As a connection device, everything has
   –   Social conne...
The third (and sometimes fourth)
screen




                     Multitasking
Connection between/across
devices
Semantic machine to machine communication
• On unusual devices:
  – Crowdsourcing traffi...
IMHO

• iPhone changed the mobile landscape
  –   Increased use of mobile beyond calls
  –   Apps store proved a business ...
For developers

• iTunes apps store is crowded now
   – Discovery is hard, stickiness is harder
   – There is a hungry mar...
What next?

• Augmented Reality (for business and play)
   – Recognizr, Layar, Insqribe, Across Air, Junaio
• mCommerce
  ...
MORE THAN A PHONE
Millions of people are discovering the internet on their handheld devices…




What world can we build t...
Thank you!
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Jennifer Wilson Aimia Nokia Developer Day

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Transcript of "Jennifer Wilson Aimia Nokia Developer Day"

  1. 1. MORE THAN A PHONE The mobile revolution. Site, apps, handsets Jennifer Wilson Chair AIMIA Mobile Industry Group
  2. 2. How many did you say? Subs Growth ARPU • VHA 6.895 (+584k) $56 • Optus 8.224 (+591) $48 • Telstra 10.387 (+681) $50.55 25.506 +1.856 - 7.8% growth in less than 1 year Wireless Broadband: • VHA 673 (+133.7%) • Optus 799 • Telstra 1.325 ( +73%) • Australian Population: 21.374 • Mobile subscribers: 25.506 119% penetration
  3. 3. Ubiquitous doesn’t come close… • Personal • Pervasive • Always on • Uniquely anthropomorphised • Increasingly first point of call
  4. 4. Our mobile behaviour • As a phone, not that much has changed • As a connection device, everything has – Social connection – Business connection – Entertainment connection – Internet connection – Personal connection • We need to think about experiences here – Is advertising relevant and right? – What is the role of personalisation? – What rights do we have to track and monitor behaviour? – Privacy will become more of an issue
  5. 5. The third (and sometimes fourth) screen Multitasking
  6. 6. Connection between/across devices Semantic machine to machine communication • On unusual devices: – Crowdsourcing traffic from GPS signals – Interaction between smart remotes – Home sensing/smart meters • Connectivity to the world - everywhere
  7. 7. IMHO • iPhone changed the mobile landscape – Increased use of mobile beyond calls – Apps store proved a business model – Side loading was shown to work – Control/non-open nature of Apple is an issue • What we can learn from this – User experience has to be the starting point – Good technology should never need a user guide – Features aren’t the driver, ease of use is – Mobile is more than a phone – an ecosystem
  8. 8. For developers • iTunes apps store is crowded now – Discovery is hard, stickiness is harder – There is a hungry market that wants a go... • Different handset, same functionality – The idea of owning the user (and the data) has to go • Freemium models are proven and preferred – Let me chose what I pay for (even with attention) • Lifestyle first, features second – Where, when, why – will mobile be used? • Social is likely to remain a key driver – Advertising and marketing need to fit into this
  9. 9. What next? • Augmented Reality (for business and play) – Recognizr, Layar, Insqribe, Across Air, Junaio • mCommerce – Contactless payment, RFID, mWallets • Smart remotes for life – More than just device management • Lifecaching – Still/always. In the cloud • Deconstructing the device – Wearable, embedded
  10. 10. MORE THAN A PHONE Millions of people are discovering the internet on their handheld devices… What world can we build them?
  11. 11. Thank you!

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