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Session 3:
Content, Apps & Services
About what                 #1wants
Now 4.0023 billion mobile users, but still only me
Mobile phones are the most widely held media device in the
           world. With over 4 billion subscribers, the mobile p...
3G
                      3G subs       3G penetration
      1 US            103,110,000   37%
      2 Japan         94,813...
Getting content out there
                                                         Fundamental shift in usage
The mobile I...
Apps




       App facts

       60% are used bef ore bed or waiting f or someone or something
       36% are recommended...
To App or not to App?
 Cost per consumer

 SGD $20,000-100,000
 Average = SGD $60,000
 60,000/300,000 = 0.2
 20% download ...
Mobile Media landscape, 2005-2007
                       Mobile operator
                            Content provider



M...
Everyone is going mobile
                 Infotainment




                Content

     Services                   Entert...
2008: The arrival of the open Internet
                                                The Mobile Medium
high




        ...
Enhancement
                Entertainment




               Services


     Content                    Functionality
APPocalypse Now – all about the OS
                                                         The Mobile Medium
high




   ...
Free         Which of the following would you like to
             receive to lower the cost of using your
               ...
Everyone is going mobile
              Mobile Internet application users, China, 2009
90%


80%


70%


60%


50%


40%


...
Australia
                How Australians use their mobile
   12,000,000


   10,000,000


    8,000,000


    6,000,000

...
Indonesia   US $584 million in 2013
Malaysia
           US $481 million in 2013
Thailand   US $414 million in 2013
Here’s how the experts do it
                US $5.2 billion
Everyone is going mobile
Part 2: Communicating with #1

                                        MESSAGING
      MOBILE INTERNET
CONSUMER ATTENTION
...
Roadshow: Asia Report extract from
“The Essential Guide to Mobile… in Asia”
will be distributed after the event to all del...
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Roadshow asia nick lane content services & apps

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Transcript of "Roadshow asia nick lane content services & apps"

  1. 1. Session 3: Content, Apps & Services
  2. 2. About what #1wants Now 4.0023 billion mobile users, but still only me
  3. 3. Mobile phones are the most widely held media device in the world. With over 4 billion subscribers, the mobile phone dwarfs every other media platform. The reach is greater than TV, the effectiveness is stronger than print, and the ability to deliver “relevancy” is greater than the web. “We can make more [revenue] in mobile than desktop eventually. The reason is because the mobile is more targeted. Think about it: you carry your phone everywhere, it knows all about you.” Eric Schmidt, CEO, Google
  4. 4. 3G 3G subs 3G penetration 1 US 103,110,000 37% 2 Japan 94,813,000 87% 3 South Korea 33,849,000 71% 4 Italy 26,773,000 33% 5 UK 21,711,000 29% 6 Germany 20,408,000 20% 7 Spain 20,192,000 38% 8 France 14,337,000 25% 9 Australia 12,689,000 52% 10 Indonesia 11,994,000 9% 12 Taiwan 6,719,000 27% 13 Malaysia 6,276,000 22% 27 Hong Kong 2,777,000 28% 28 Singapore 2,739,000 41% 30 Philippines 2,617,000 4%
  5. 5. Getting content out there Fundamental shift in usage The mobile Internet fast facts Content revenues down USAGE content no longer centred on ringtones/wallpapers/games Communication (email, social networking) Information and Services (news, weather sport) Video clip usage up 60-70% in 2009 – 10% Content and entertainment (video clips games, apps…) watch videos, but only 0.6% purchase videos Mobile Internet experience getting richer, but has 20-45% play mobile games – 2% developed into condensed PC-like usage purchase games 95% of apps purchased from App Store are free Average browsing session: 2008: 3 minutes 2009: 6-8 mins 2010: 10-15 mins 2011: 17+ mins For a brand, about having presence on a device that is always on and with a consumer 16 hours a day, to provide engagement and interaction Next vital step for mobile: Payment platform
  6. 6. Apps App facts 60% are used bef ore bed or waiting f or someone or something 36% are recommended by a f riend vs 21% by search iPhone leads the way 125,000 applications available 3.5 billion+ apps downloaded 3,000+ iPhone apps are downloaded every minute globally
  7. 7. To App or not to App? Cost per consumer SGD $20,000-100,000 Average = SGD $60,000 60,000/300,000 = 0.2 20% download = 60,000 = $1 Consumers on apps • 35% of men and 14.5% of women know what the App Store (Apple) is Vs browser • Knowledge of app stores diminishes with age $10,000 / 2,205,000 = • Knowledge of app stores is higher in the south of the UK compared to the 0.004 rest of the country 10% = 220,500 = $0.04 • 48% of men would be interested in using an app store for content • 44% of women would be interested in using an app store for content
  8. 8. Mobile Media landscape, 2005-2007 Mobile operator Content provider Messaging Games Video TV Music Mobizines Location UGC Social networking Innovation Search Mobile Internet Mobile apps Mobile advertising
  9. 9. Everyone is going mobile Infotainment Content Services Entertainment
  10. 10. 2008: The arrival of the open Internet The Mobile Medium high Messaging Voice Content provider Mobile operator Mobile Internet Mobile apps Priority Social networking Search Services Location Mobile advertising Low Content Next up?
  11. 11. Enhancement Entertainment Services Content Functionality
  12. 12. APPocalypse Now – all about the OS The Mobile Medium high Messaging Voice Mobile Internet Mobile apps Mobile operator Priority Social networking Search Sony Ericsson Blackberry Nokia/Ovi Samsung Android Apple Puma LG Services Location Mobile advertising Low Content Next up?
  13. 13. Free Which of the following would you like to receive to lower the cost of using your mobile? 70% 60% 5 SMS adverts per day 50% in exchange f or 250 f ree messages and 100 mins of voice calls per month Free games with 40% adverts bef ore playing a game Free music with ads bef ore listening to music 30% Free video (such as sport clips) with ads 20% bef ore and during the viewing 10% 0%
  14. 14. Everyone is going mobile Mobile Internet application users, China, 2009 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mobile TV Mobile Email Mobile online Mobile social Mobile online Mobile search Mobile Mobile gaming networking music reading chatting
  15. 15. Australia How Australians use their mobile 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0
  16. 16. Indonesia US $584 million in 2013
  17. 17. Malaysia US $481 million in 2013
  18. 18. Thailand US $414 million in 2013
  19. 19. Here’s how the experts do it US $5.2 billion
  20. 20. Everyone is going mobile
  21. 21. Part 2: Communicating with #1 MESSAGING MOBILE INTERNET CONSUMER ATTENTION SOCIAL NETWORKING CONSUMER REACH MOBILE CONTENT APPS
  22. 22. Roadshow: Asia Report extract from “The Essential Guide to Mobile… in Asia” will be distributed after the event to all delegates 50% discount to all Roadshow delegates Nick Lane Chief analyst mobileSQUARED nick@mobilesquared.co.uk
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