Mobile apps and internet

Jure Sustersic Developer Relations Forum Nokia Going Mobile? Mobile apps and internet

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
06/10/10

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

The app economy…

Growing demand for Applications Fastest-Growing Content Categories via Application Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009 Total U.S. Age 13+ Source: comScore MobiLens 90 10,315 5,434 Search 90 5,950 3,131 Photo or Video Sharing Service 91 2,701 1,416 Online Retail 93 16,773 8,708 Maps 93 6,359 3,296 Movie Information 111 18,063 8,557 Weather 113 4,974 2,340 Bank Accounts 113 7,672 3,598 Sports Information 124 9,292 4,148 News 240 14,518 4,270 Social Networking 28 69,639 54,414 Used application (except native games) % Change Apr-10 Apr-09 Application Access Category

... 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

AppStores are dominating distribution
From what sources have you downloaded your Apps in the past? (aided, multiple responses possible)

Demand for hyper local is growing
Actual news, international news, weather forecast, tv program
Flight schedules, flight reservations, price info, delays, Bus/train schedule, tickets/reservation, route changes/delays
Real time scores, betting on the mobile, sports news
Deliveries tracking, prices, delivery ordering

Mobile Technology Adpotion The Mobile Entrepreneurs The Innovative Web Giants The Traditional Giants The Long-tailers

Internet evolution thru a mobile screen Widgets offer focused, optimized front-ends to Web-based information and services Mobile-optimized sites serve specific needs and tasks Full HTML browser lets mobile consumers experience the complete Web Widgets + Platform Services offer seamless integration of the Web with personal context

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

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?
How to market the mobile service
What resources do I need?
How do I define and track performance, quality

… to find an appropriate mobile strategy
Mobile Advertising
SMS, Banners
Mobile Site
WAP, xHTML, HTML(5)
Mobile Application
Information delivery (Product info)
Marketing campaigns
Content delivery (news and infotainment)
CRM
Transactions
“ True” mobilisation

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%

Nokia portfolio is set for apps Phones (Series 40) Smartphones (Symbian) Computers (MeeGo) Develop Java apps Develop Native Apps Develop Web Apps Develop Web Apps

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

Web apps examples Reuters AccuWeather LeMonde

Native apps – power of the platform
Great performance
Best use of OS features (APIs, Middleware etc)
With smallest footprint
But requires greater investment and developed using mostly proprietary tools (e.g. Nokia Qt SDK)
GIVING » 1100010001100001011101101110101110111101010110111010100 to binary #include <iostream> using namespace std; int main () { // declaring variables: int a, b; int result; // process: a = 5; b = 2 Code and run by OS i s compiled

Examples of Native apps Bounce Evolution Fring Mobile Documents

… and distribution?

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-service content publishing via Publish.ovi.com
* - after taxes and possible operator charges

Challenges
Fragmentation
Billing and transactions
Regulations

… to conclude
Anyone feels like year 2000 DejaVu is happening?
Not quite…
1 tech and financial bubble later…
We ought to get our numbers and expectations right this time…
So apps and mobile content are here to stay

Thank you!
[email_address]
http://www.forum.nokia.com
#forumnokia
#ovi

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Mobile apps and internet

by ITDogadjaji.com on Jun 10, 2010

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Mobile apps and internet — Presentation Transcript