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Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
Smartphone Market Trends
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Smartphone Market Trends
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Smartphone Market Trends
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Smartphone Market Trends

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  • 1. Smartphone Market Trends Justin Lee
  • 2. Players Types at 3G Era Mobile 33% Device Makers Competitor Mobile Internet Co r Services o etit m Internet pe mp tito Service Operator Co r 33% 33% Providers Source: IBM Analysis
  • 3. Content Voice Data Service Device Browser Internet
  • 4. Challenge to Mobile Device Makers Content Voice Data Service Device Browser Internet Average selling price down
  • 5. Challenge to Operator Content Voice Data Service Device Browser Internet
  • 6. Challenge to Operator Content Voice Data Service Device Browser Internet Voice ARPU down ARPU=average revenue per user
  • 7. Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet
  • 8. Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet Mobile devices have become important nodes
  • 9. Content Voice Data Service Device Browser Internet Smartphone
  • 10. What is smartphone?
  • 11. Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq
  • 12. Most devices considered smartphones today use an identifiable and open operating system , often with the ability to add applications. Source: Wikipedia
  • 13. OS
  • 14. Modern Smartphone OS Symbian OS
  • 15. Modern Smartphone OS iPhone OS
  • 16. Modern Smartphone OS BlackBerry OS
  • 17. Modern Smartphone OS Windows Mobile
  • 18. Modern Smartphone OS Android
  • 19. Modern Smartphone OS WebOS
  • 20. Linux Others 5% 2% Windows Mobile 14% Symbian OS 47% BlackBerry OS 15% iPhone OS 17%
  • 21. Voice, SMS Multiple Connection 3.5G, WiFi, Bluetooth Personal Info. Management Contacts, Calendar, To Do List Internet Browser & Email Multimedia GPS Photo, Music, Video
  • 22. On 24 June 1998, Symbian Ltd. was formed to exploit the convergence between PDAs and mobile phones. NOKIA Ericsson Sony Ericsson Panasonic Samsung Motorola Psion
  • 23. User Interface Platforms for Symbian OS S60 UIQ MOAP(S) one hand operation touch close platform Nokia N Series Sony Ericsson P Series NTT DoCoMo FOMA
  • 24. Nokia N95, is’s what computers have become !quot;#$%&'!#$!
  • 25. S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97
  • 26. Nokia to acquire Symbian, make it open source by 2010 unified platform with common UI framework
  • 27. Symbian Foundation new support
  • 28. Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
  • 29. iPhone OS
  • 30. Mac OS X based Platform for Apple Mobile Device iPhone OS iPod Touch iPhone
  • 31. Mobile internet & entertainment Direct manipulation UI
  • 32. iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s control on 3rd party apps
  • 33. BlackBerry OS
  • 34. Software Platform for BlackBerry BlackBerry OS BlackBerry Flip BlackBerry Bold
  • 35. Wireless email QWERTY Keyboard
  • 36. BlackBerry Storm with Touch Screen
  • 37. BlackBerry Storm with Touch Screen
  • 38. BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
  • 39. Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
  • 40. Sync with Windows PC Outlook& Office Mobile
  • 41. Bad User Experience
  • 42. Windows Mobile 7 focus on user experience
  • 43. More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
  • 44. Linux based Platform for Mobile Device T-Mobile G1
  • 45. Open source platform Integrated with Google service Mobile internet
  • 46. Open Handset alliance Handset Manufacturers Software Companies Semiconductor Companies Mobile Operators Commercialization Companies
  • 47. No limitation Ultimate geek phone Lack of business function
  • 48. No limitation Ultimate geek phone Lack of business function Can’t sync with PC
  • 49. webOS
  • 50. Linux Based Platform with Web Technology Display Layer webOS Palm Pre
  • 51. Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one place
  • 52. webOS Too early to tell.
  • 53. Market Trends
  • 54. smartphones are driving above-average growth in global handset shipment Overall Smartphone 27% 24% 9% 8% 7% -2% 2008 2009 2010 Source: IDC / Dec 2008
  • 55. Pure-play smartphone vendors have become super-profitable 35% Apple 30% RIM 26% HTC 21% Nokia Source: Strategy Analytics / Jun 2008
  • 56. Open Platform vs. Closed Platform
  • 57. Smartphone vendor ranking changed last year. Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% RIM 15.2% 6.6% Motorola 5.8% 2.7% HTC 5.8% 25.1% Others 17.0% Source: Canalys estimates / Nov 2008
  • 58. Apple shows 480% market share gain Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% RIM 15.2% 6.6% Motorola 5.8% 2.7% HTC 5.8% 25.1% Others 17.0% Source: Canalys estimates / Nov 2008
  • 59. BlackBerry sees growth steadily Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% RIM 15.2% 6.6% Motorola 5.8% 2.7% HTC 5.8% 25.1% Others 17.0% Source: Canalys estimates / Nov 2008
  • 60. Apple and RIM are relative closed platform Features available Linux Whole OS LiMo Android Core Apps Symbian OS User Experience Windows Mobile iPhone OS BlackBerry OS Advanced Apps Basic Apps Some Public API Some Public API Some Public Code All Public Code Platform openness Source: Telefonica / Dec 2008
  • 61. 77% of iPhone purchasers described themselves as very satisfied with their user experience. Source: Adobe / 2008
  • 62. Why?
  • 63. Open platform are theorically wonderful. Open is a key to innovation.
  • 64. iPhone Killer?
  • 65. iPhone Killer?
  • 66. iPhone Killer?
  • 67. User Experience Matters
  • 68. Apple and RIM have full control of the hardware and software they use in their systems.
  • 69. More tight control systems work better at real world. Source: Business Week Technology and You / Nov 2008
  • 70. Power of Open Source WebKit: open source browser engine
  • 71. Mobile Application Store
  • 72. 34% of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov 2008
  • 73. “I want to install applications on my smartphone, but I don’t know where to find them.” Carol, a smartphone owner Source: Carol / Jan 2009
  • 74. “If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner Source: Patrick / Jan 2009
  • 75. iPhone owners know how to add apps 34% 7% Smartphone owner iPhone owner
  • 76. Apple provide the unified source for iphone applications
  • 77. Apple provide the unified source for iphone applications
  • 78. “I'm not aware of anything.” “We have more applications and more phones in the hands of people and that's what matters at the end of the day.” Scott Horn, a general manager in Microsoft's mobile communications business Source: Cnet / July 2008
  • 79. Apps variety is NOT market share BlackBerry Windows Platform Symbian OS iPhone OS Palm OS OS Mobile HTC, HP, Vendor Nokia etc. Apple RIM Motorola, Palm Asus Share 40% 17% 15% 12% 2% Apps >12000 10000 18000 29000 Source: Canalys / Dec 2008
  • 80. Microsoft Skymarket Apple App Store BlackBerry Storefront Mobile Application Store Android Marketplace Nokia Download! Plam App Catalog
  • 81. Next Generation UI
  • 82. Touch-Screen Phones 130% last year increased 9.6million 4.2million Sept. 2007 Sept. 2008 Source: comScore Media Matrix / 2008
  • 83. Finger is the best stylus
  • 84. Invisible UI
  • 85. New Ecosystems Arising
  • 86. ays of rich-media applications available to the consumer; ent and brand are critical; Illustration of a hypothetic ‘Apple’ centered ecosystem em Mac OS X iTunes iPhones Safari iPods dent ue Mac PCs tion TV Apple TV ing alty or reness Future Devices Large Developer Community vice Sales nity 18 Sep 2008
  • 87. 01 The new role of OEMs and Internet players APPS UGC GAMES NAVIGATION MUSIC MyNokia NOKIA LifeBlog/ Nokia Maps Nokia Music Flicker ---- ---- SONY ERICSSON Life Diary SAMSUNG ---- APPLE Android GOOGLE ---- Amazon Store TELEFÓNICA ESPAÑA 5 Application Innovation & Open OS devices
  • 88. How to Win?
  • 89. Usability Content Solutions
  • 90. “I realized my competition was pen and paper, not computers” Jeff Hawkins, Founder of Palm Computing
  • 91. Thank You!

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