1. Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak
the
mobile world
quake
after the
• Why is everyone developing for the 2% of the market?
• Why hasn’t anyone copied the iPhone successfully yet?
• How Google is both a savior and poison pill to the mobile industry?
• What would you do if you were Nokia and Sony Ericsson?
• What is the user interface’s role in the new mobile world?

2. first of all
a disclaimer
personal opinions
not TAT’s
no warrants
but hopefully
INSPIRATIONAL

3. multiple customers
multiple platforms
design the future
touch
projectors
flexible screens
performance
screens all over
late changes
latest trends
3D screens
cloud computing
sensors
tablets
iTV
cars
mobile
1/5 touch
1/10 phones
450 m devices
design technology
user interfaces 150 ppl in Korea, US and Sweden
Who’s TAT?

4. the map has been
redrawn
let’s get a new
overview

5. mobile internet
apple, google
mobile advertising
DELLification
china
developers
What are the biggest changes?

6. to sum it up:
the mobile is a platform
that anyone can build
What are the biggest changes?

7. network
user
device
interface
content
OSHow has the value chain changed?

8. developers
content
application
OS
execution
network
environment
user
interface
device
How has the value chain changed?

9. Monetization
BREW MP
Blackberry OS
Samsung SHP Series 40
LGE Wise Symbian Motorola P2K
OSE Nucleus
Windows Mobile MTK OS
Reach
Limo
How are the mobile OS:s different for third parties?

10. Apple OSX
Monetization
BREW MP
Android
Palm WebOS
Maemo Blackberry OS
Windows Phone Samsung SHP Series 40
LGE Wise Symbian Motorola P2K
OSE Nucleus
Windows Mobile MTK OS
Reach
Limo
How are the mobile OS:s different for third parties?

11. Apple OSX
Monetization Blackberry OS
BREW MP
Android
Symbian
Palm WebOS
Samsung Bada
Maemo
Windows Phone Series 40
LGE Wise Motorola P2K
OSE Nucleus
Windows Mobile MTK OS
Reach
Limo
How are the mobile OS:s different for third parties?

12. Access ALP
why 2 in 3 fail
mobileOS graveyard
Apoxi
HOpen optimized to (multiple) non-standard hardware(s)
LGE Wise
MOAP stable development platform for 2nd and 3rd parties
Motorola LinuxJava
huge quality & security demands from regulation
Motorola Synergy
Motorola P2K much better than status quo due to switching cost
Motorola SLiDE
Microsoft WinMo 6 expensive to create (300-500 mUSD effort)
Nokia Series 80/90 time to market in combination with trends & revenues
Openwave MIDAS
Palm 5 & 6
Panasonic/NEC Estimo
Sasken Aria
SavaJe
SKY MM
Trolltech Qtopia
TTPCom Ajar
UIQ
Why is it hard to build a mobile OS?

13. now you know
why many are jumping on the
Android bandwagon

14. devices
connectivity
content
ads&analytics
Who gains value by proliferation of high end OS:s?

15. devices
10% @ €600
es
Apple
90
b€
vic 40%@ €200
12
Android
de
0b
50%@ €50
€
b
37
Nokia
1.5
.5 b
€
250 b€
Who gains value by proliferation of high end OS:s?

16. ads&analytics
connectivity
content
es
vic
deb
1.5
Who gains value by proliferation of high end OS:s?

17. analytics
content
ads
channel
controlling the
devices
connectivity
Where is the control point for the value?

18. some
players
to
look after

19. EL dw
are
N
ar
areh
AN rs o
pe t
ftw nd
so e
H
lo d
ve n
de e
C
nt e
e h
ym f t
pa o
il l
ta o
re tr
nd n
ra o
b c
the ultimate target group
high early
income adopters
What are Apple, really?

20. now you know
why Apple’s 2% of the
market is relevant and why it
is so hard to copy

21. digital
mobile tv browser signage
SCREENS
maps mail news docs blogs finance video photos apps
GOOG analytics turns
advertisement into
recommendations
INTERNET What are Google, really?

22. now you know
why Google is both the
worst enemy and a
possible springboard

23. use ERIC sales & support
no own services
&
skip s60 and WinMo
dump the pride
orchestrate Android design
OSE
low BoM choose a niche
bring in
go Series40 innovation
design
What would I do if I was Sony Ericsson?

24. GAP
phase out S60
don’t
mind
the
source high end
Series40
MeeGo
silicon
go OVI hire to fix the UI
grow bottom up
What would I do if I was Nokia?

25. let’s revisit
TAT
user and understand
the role of the
interface

26. screens,
screens,
screens
Stereoscopic Dual Augmented
displays displays reality

27. and not
just
mobile
Cars iTV Tablets

28. and
services

29. Why is everyone developing for the 2% of the market?
Why hasn’t anyone copied the iPhone successfully yet?
How Google is both a savior and poison pill to the mobile industry?
What would you do if you were Nokia and Sony Ericsson?
What is the user interface’s role in the new mobile world?
thank
you
Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak

30. youtube.com/
for more inspiration
TATMobileUI
Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak