Smartphone Market Trends

Smartphone Market Trends Justin Lee

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

Content Voice Data Service Device Browser Internet

Challenge to Mobile Device Makers Content Voice Data Service Device Browser Internet Average selling price down

Challenge to Operator Content Voice Data Service Device Browser Internet

Challenge to Operator Content Voice Data Service Device Browser Internet Voice ARPU down ARPU=average revenue per user

Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet

Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet Mobile devices have become important nodes

Content Voice Data Service Device Browser Internet Smartphone

What is smartphone?

Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq

Most devices considered smartphones today use an identiﬁable and open operating system , often with the ability to add applications. Source: Wikipedia

Modern Smartphone OS Symbian OS

Modern Smartphone OS iPhone OS

Modern Smartphone OS BlackBerry OS

Modern Smartphone OS Windows Mobile

Modern Smartphone OS Android

Modern Smartphone OS WebOS

Linux Others 5% 2% Windows Mobile 14% Symbian OS 47% BlackBerry OS 15% iPhone OS 17%

Voice, SMS Multiple Connection 3.5G, WiFi, Bluetooth Personal Info. Management Contacts, Calendar, To Do List Internet Browser & Email Multimedia GPS Photo, Music, Video

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

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

Nokia N95, is’s what computers have become !quot;#$%&'!#$!

S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97

Nokia to acquire Symbian, make it open source by 2010 uniﬁed platform with common UI framework

Symbian Foundation new support

Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow

iPhone OS

Mac OS X based Platform for Apple Mobile Device iPhone OS iPod Touch iPhone

Mobile internet & entertainment Direct manipulation UI

iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s control on 3rd party apps

BlackBerry OS

Software Platform for BlackBerry BlackBerry OS BlackBerry Flip BlackBerry Bold

Wireless email QWERTY Keyboard

BlackBerry Storm with Touch Screen

BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric

Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1

Sync with Windows PC Outlook& Ofﬁce Mobile

Bad User Experience

Windows Mobile 7 focus on user experience

More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser

Linux based Platform for Mobile Device T-Mobile G1

Open source platform Integrated with Google service Mobile internet

Open Handset alliance Handset Manufacturers Software Companies Semiconductor Companies Mobile Operators Commercialization Companies

No limitation Ultimate geek phone Lack of business function

No limitation Ultimate geek phone Lack of business function Can’t sync with PC

Linux Based Platform with Web Technology Display Layer webOS Palm Pre

Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one place

webOS Too early to tell.

Market Trends

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

Pure-play smartphone vendors have become super-proﬁtable 35% Apple 30% RIM 26% HTC 21% Nokia Source: Strategy Analytics / Jun 2008

Open Platform vs. Closed Platform

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

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

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

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

77% of iPhone purchasers described themselves as very satisﬁed with their user experience. Source: Adobe / 2008

Open platform are theorically wonderful. Open is a key to innovation.

iPhone Killer?

User Experience Matters

Apple and RIM have full control of the hardware and software they use in their systems.

More tight control systems work better at real world. Source: Business Week Technology and You / Nov 2008

Power of Open Source WebKit: open source browser engine

Mobile Application Store

34% of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov 2008

“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

“If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner Source: Patrick / Jan 2009

iPhone owners know how to add apps 34% 7% Smartphone owner iPhone owner

Apple provide the uniﬁed source for iphone applications

“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

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

Microsoft Skymarket Apple App Store BlackBerry Storefront Mobile Application Store Android Marketplace Nokia Download! Plam App Catalog

Next Generation UI

Touch-Screen Phones 130% last year increased 9.6million 4.2million Sept. 2007 Sept. 2008 Source: comScore Media Matrix / 2008

Finger is the best stylus

Invisible UI

New Ecosystems Arising

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

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

How to Win?

Usability Content Solutions

“I realized my competition was pen and paper, not computers” Jeff Hawkins, Founder of Palm Computing

Thank You!

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Smartphone Market Trends

by Justin Lee on Feb 06, 2009

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Smartphone Market Trends — Presentation Transcript