C:\users\luca cioletti the past, the present and the future of mobile apps ecosystem

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Luca Cioletti - The Past, The Present and The Future Of Mobile Apps Ecosystem. Why we are where we are now and what would be the future.

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C:\users\luca cioletti the past, the present and the future of mobile apps ecosystem

  1. 1. Who am I - originally from Florence, Italy - living for 25 years in Finland - degree in Electronic Engineering - degree in International Business Management - over 16 years of international business experience - executive and professional in the Telecom industry, - strategic thinker, - visionary and inspiring Leader, - consumer, - human being more about me on www.linkedin.com/in/gianlucacioletti 1 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  2. 2. This is my bet!!! What is changing in the apps market and how does it change? What are the trends? What would be the next “big thing” 2 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  3. 3. Everything started from the Business market - The Business market is a “rich” market. Why? - The first mobile phones were for Business people the price was 24,000 Finnish Marks in 1987 (approximately EUR 4,560) - The world’s first GSM call was made in 1991 and the first mobile “killer app / service” the SMS message was sent in 1992 - The second mobile ”killer app /service” was the e-mail, in 2008 the market was estimated for $3,5 billion - Why Black Berry succeed in the Enterprise business sector? 3 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  4. 4. …from the Business market to the mass market… - The mass market is a “poor” market (and volume market), but… - In the emerging markets most of the mobile services are SMS based and to support the business - In 2008 the SMS market was $130 billion and expected to be $224 by 2013 - In 2006 China Mobile made $100 million in 10 minutes when the Chinese year changed and Chinese sent over 1 billion SMS. - Apple app store: over 190.000 apps, over 4 billion downloads average price ~ $2,5, but over 70% of the downloads are free apps - Mobile9.com: 6,517,712 members, 1,039,848 free stuffs, 9,836,049,530 downloads 4 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  5. 5. The Convergence - In Platforms, PC <=> mobile - Apps <=> services Worldmate by Mobimate World Traveler by Psiloc Handy Shell by Epocware (Paragon) Snaptu Seesmic - Social Network <=> Community - Location based services - The Cloud 5 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  6. 6. What iPhone and App Store changed in the ecosystem Everything!!!! 6 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  7. 7. From the developers point of view: - a clear business model 70/30 - an operator independent channel for app distribution - but the most important thing is the cycle of a company => in the past the death valley was 3-4 years and now 1-2 years - also the “life” cycle of apps became shorter growth today in the past time death valley 7 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  8. 8. From the operator point of view: - In the past operators “owned” the subscribers, the buz. model was based on calls and SMS, now is data traffic, they see only bits, how to differentiate themselves, how to keep loyalty in their subscribers? Non-Messaging Data ARPU Progression, 2004-2009 ($) Voice ARPU Progression, 2004-2009 ($) - Operator started to build their own app stores - they reduced the share from 85/15 to 50/50. 8 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  9. 9. From the handsets manufacturers point of view: - All handsets manufacturers are now following iPhone - User Interface and User Experience are the key issues - Who will “own” the developers ecosystem 9 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  10. 10. From the VCs and investors point of view: - Today developers companies are smaller even single developers - Decision criteria for investments not based on revenues but on users - buz. model for apps in future will be based on ads (the most) 10 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  11. 11. Conclusions - Data packages => roaming, still an important and big issue - Content discovery => how do I (developer) ensure that people notice my app? How do I (consumer) find new content? - Now nearly 200,000 apps on App Store, 50,000 in Android Market, ~10,000 in OVI Store, ~6,000 in BB App World etc…. - Monetisation models: - Pay-Per-Download - freemium with in-app billing mechanism - Ads - Apps as Marketing tool - Carling launched iPint app for the iPhone in July 2008: achieved 6 million downloads in four months - Apps as Retail Mechanism - eBay launched its iPhone app in July 2008 integrated with PayPal Mobile as payment system: 8.5 million downloads (around 15% of iPhone users) by April 2010 - Emerging/developing markets account for 79% of mobile subscribers but just 31% of all non-voice revenues - In emerging/developing markets the first web experience through mobile 11 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials
  12. 12. Thanks!!! 12 © 2009 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials

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