Smartphone Market Trends
Justin Lee
Players Types at 3G Era
                                        Mobile
                                         33%
      ...
Content
         Voice

         Data    Service
Device
                 Browser   Internet
Challenge to
  Mobile Device Makers
                    Content
           Voice

           Data      Service
 Device
   ...
Challenge to
          Operator
                   Content
           Voice

           Data    Service
 Device
          ...
Challenge to
                   Operator
                                Content
                      Voice

            ...
Challenge to
Internet Service Provider
                   Content
           Voice

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

            Data       Service
 De...
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
                  ...
Most devices considered

    smartphones
       today use an
          identifiable
                      and
       open o...
OS
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
  ...
Voice, SMS
       Multiple Connection
                      3.5G, WiFi, Bluetooth

Personal Info. Management
  Contacts, C...
On 24 June 1998, Symbian Ltd. was formed to exploit
the convergence between PDAs and mobile phones.

                     ...
User Interface Platforms for Symbian OS


      S60                    UIQ                 MOAP(S)
one hand operation     ...
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 c...
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




                                 iPo...
Mobile internet & entertainment
    Direct manipulation UI
iPhone OS



   Most attractive and usable smartphone
   Best browser
   App Store

   No copy and paste
   Apple’s contro...
BlackBerry OS
Software Platform for BlackBerry




                  BlackBerry OS




BlackBerry Flip                   BlackBerry Bold
Wireless email
QWERTY Keyboard
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen
BlackBerry OS



      Best email experience
      Good usability


      Less choice
      Bad web browser
      Not medi...
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

                     ...
No limitation
Ultimate geek phone

Lack of business function
No limitation
Ultimate geek phone

Lack of business function
Can’t sync with PC
webOS
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 on...
webOS




Too early to tell.
Market Trends
smartphones are driving
   above-average growth
                          in global handset shipment
                     ...
Pure-play smartphone vendors
  have become super-profitable

                                                          35%
...
Open Platform vs. Closed Platform
Smartphone vendor ranking
    changed last year.
                                                    Q3 07   Q3 08

      ...
Apple shows 480% market share gain
                                                    Q3 07   Q3 08

                    ...
BlackBerry sees growth steadily
                                                    Q3 07   Q3 08

                       ...
Apple and RIM are relative
                                             closed platform
Features available

              ...
77%                 of iPhone purchasers
     described themselves as

             very satisfied
                       w...
Why?
Open platform
          are theorically wonderful.
    Open is a key to innovation.
iPhone Killer?
iPhone Killer?
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 Yo...
Power of Open Source
 WebKit: open source browser engine
Mobile Application Store
34%                 of Smartphone owners
                   have not added an application to
                             ...
“I want to install applications on my smartphone,
      but I don’t know where to find them.”

                           C...
“If user don’t know how to add applications,
it’s a closed platform.”

      Patrick, a smartphone owner




Source: Patri...
iPhone owners
        know how to add apps

        34%



                          7%

   Smartphone owner   iPhone owner
Apple provide the
           unified source
                    for iphone applications
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
  matt...
Apps variety is NOT market share
                                         BlackBerry   Windows
Platform Symbian OS        ...
Microsoft Skymarket

  Apple App Store
                      BlackBerry Storefront

Mobile Application Store
             ...
Next Generation UI
Touch-Screen Phones
                                           130% last year
                   increased


             ...
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 ...
01 The new role of OEMs and Internet
             players                                                                 ...
How to Win?
Usability
  Content
    Solutions
“I realized my competition
was pen and paper, not
computers”
 Jeff Hawkins, Founder of Palm Computing
Thank You!
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

  1. 1. Smartphone Market Trends Justin Lee
  2. 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. 3. Content Voice Data Service Device Browser Internet
  4. 4. Challenge to Mobile Device Makers Content Voice Data Service Device Browser Internet Average selling price down
  5. 5. Challenge to Operator Content Voice Data Service Device Browser Internet
  6. 6. Challenge to Operator Content Voice Data Service Device Browser Internet Voice ARPU down ARPU=average revenue per user
  7. 7. Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet
  8. 8. Challenge to Internet Service Provider Content Voice Data Service Device Browser Internet Mobile devices have become important nodes
  9. 9. Content Voice Data Service Device Browser Internet Smartphone
  10. 10. What is smartphone?
  11. 11. Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq
  12. 12. Most devices considered smartphones today use an identifiable and open operating system , often with the ability to add applications. Source: Wikipedia
  13. 13. OS
  14. 14. Modern Smartphone OS Symbian OS
  15. 15. Modern Smartphone OS iPhone OS
  16. 16. Modern Smartphone OS BlackBerry OS
  17. 17. Modern Smartphone OS Windows Mobile
  18. 18. Modern Smartphone OS Android
  19. 19. Modern Smartphone OS WebOS
  20. 20. Linux Others 5% 2% Windows Mobile 14% Symbian OS 47% BlackBerry OS 15% iPhone OS 17%
  21. 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. 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. 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. 24. Nokia N95, is’s what computers have become !quot;#$%&'!#$!
  25. 25. S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97
  26. 26. Nokia to acquire Symbian, make it open source by 2010 unified platform with common UI framework
  27. 27. Symbian Foundation new support
  28. 28. Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
  29. 29. iPhone OS
  30. 30. Mac OS X based Platform for Apple Mobile Device iPhone OS iPod Touch iPhone
  31. 31. Mobile internet & entertainment Direct manipulation UI
  32. 32. iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s control on 3rd party apps
  33. 33. BlackBerry OS
  34. 34. Software Platform for BlackBerry BlackBerry OS BlackBerry Flip BlackBerry Bold
  35. 35. Wireless email QWERTY Keyboard
  36. 36. BlackBerry Storm with Touch Screen
  37. 37. BlackBerry Storm with Touch Screen
  38. 38. BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
  39. 39. Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
  40. 40. Sync with Windows PC Outlook& Office Mobile
  41. 41. Bad User Experience
  42. 42. Windows Mobile 7 focus on user experience
  43. 43. More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
  44. 44. Linux based Platform for Mobile Device T-Mobile G1
  45. 45. Open source platform Integrated with Google service Mobile internet
  46. 46. Open Handset alliance Handset Manufacturers Software Companies Semiconductor Companies Mobile Operators Commercialization Companies
  47. 47. No limitation Ultimate geek phone Lack of business function
  48. 48. No limitation Ultimate geek phone Lack of business function Can’t sync with PC
  49. 49. webOS
  50. 50. Linux Based Platform with Web Technology Display Layer webOS Palm Pre
  51. 51. Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one place
  52. 52. webOS Too early to tell.
  53. 53. Market Trends
  54. 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. 55. Pure-play smartphone vendors have become super-profitable 35% Apple 30% RIM 26% HTC 21% Nokia Source: Strategy Analytics / Jun 2008
  56. 56. Open Platform vs. Closed Platform
  57. 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. 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. 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. 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. 61. 77% of iPhone purchasers described themselves as very satisfied with their user experience. Source: Adobe / 2008
  62. 62. Why?
  63. 63. Open platform are theorically wonderful. Open is a key to innovation.
  64. 64. iPhone Killer?
  65. 65. iPhone Killer?
  66. 66. iPhone Killer?
  67. 67. User Experience Matters
  68. 68. Apple and RIM have full control of the hardware and software they use in their systems.
  69. 69. More tight control systems work better at real world. Source: Business Week Technology and You / Nov 2008
  70. 70. Power of Open Source WebKit: open source browser engine
  71. 71. Mobile Application Store
  72. 72. 34% of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov 2008
  73. 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. 74. “If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner Source: Patrick / Jan 2009
  75. 75. iPhone owners know how to add apps 34% 7% Smartphone owner iPhone owner
  76. 76. Apple provide the unified source for iphone applications
  77. 77. Apple provide the unified source for iphone applications
  78. 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. 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. 80. Microsoft Skymarket Apple App Store BlackBerry Storefront Mobile Application Store Android Marketplace Nokia Download! Plam App Catalog
  81. 81. Next Generation UI
  82. 82. Touch-Screen Phones 130% last year increased 9.6million 4.2million Sept. 2007 Sept. 2008 Source: comScore Media Matrix / 2008
  83. 83. Finger is the best stylus
  84. 84. Invisible UI
  85. 85. New Ecosystems Arising
  86. 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. 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. 88. How to Win?
  89. 89. Usability Content Solutions
  90. 90. “I realized my competition was pen and paper, not computers” Jeff Hawkins, Founder of Palm Computing
  91. 91. Thank You!
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