Experiential Media for                          the Device Generation                            Proliferation of Mobile A...
Proliferation of Applications                          •   Mobile Apps vs. Mobile Web                          •   Applica...
Apps Are Built Native to User Experience,                          Mobile Web Replicates DesktopFriday, September 7, 12
Access is Accelerated by Device Sales                                                                                     ...
Smartphone Penetration Will More                                Than Double by 2016                                       ...
Media Preference Growing Among Apps                                     Highest YOY Increase Among Apps                   ...
App Usage is Ubiquitous in Brazil                                   Among Smartphone owners...                            ...
Why Apps?                          Device     Content   BehaviorFriday, September 7, 12
Apps transform how people                          experience and consume contentFriday, September 7, 12
Friday, September 7, 12
b263s2Friday, September 7, 12
3 ThemesFriday, September 7, 12
#1                          Apps Are Content Units of ChoiceFriday, September 7, 12
Copyright © 2011 EpicuriousFriday, September 7, 12
Copyright © 2011 EpicuriousFriday, September 7, 12
#2                          Moments are More than TimeFriday, September 7, 12
Changing the Structure of Their Day                                                          Home                         ...
Changing the Structure of Their Day                                                         Home                          ...
Building New Moments                                              Multitask Activities with iPad                          ...
#3                          Actions Speak Louder Than LikesFriday, September 7, 12
It’s only the beginning.                                               2010                  8.2 Billion                  ...
App ecosystem is based in                          human behavior, not clicks.Friday, September 7, 12
Friday, September 7, 12
Consumers   Developers   MarketersFriday, September 7, 12
ConsumersFriday, September 7, 12
DevelopersFriday, September 7, 12
MarketersFriday, September 7, 12
Things we’re thinking aboutFriday, September 7, 12
Operating System                          Targeting Platform                          Delivery Channel                    ...
32 Features                          Five ways to use them                                                  Apple Confiden...
Save   Share   Locate   Explore   Connect                                                                      Apple Confi...
Don’t focus on technology;                            focus on experienceFriday, September 7, 12
TM and © 2011 Apple Inc. All rights reserved.Friday, September 7, 12
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Apple brazil app proliferation 9.4

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Apple brazil app proliferation 9.4

  1. 1. Experiential Media for the Device Generation Proliferation of Mobile ApplicationsFriday, September 7, 12
  2. 2. Proliferation of Applications • Mobile Apps vs. Mobile Web • Application Growth and Experience • Consumer Behavior Advertising Built on Consumer Utility • How Does iAd Work • iOS 6 RoadmapFriday, September 7, 12
  3. 3. Apps Are Built Native to User Experience, Mobile Web Replicates DesktopFriday, September 7, 12
  4. 4. Access is Accelerated by Device Sales +85% 800K Desktop and Notebook +50% Smartphone and Tablet Global Unit Shipments (MM) 600K +30% 400K 200K 0 2005 2006 2007 2008 2009 2010 2011E 2012E 2013E Source: Mary Meeker/KPBD: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Data and Estimates as of 2/11.Friday, September 7, 12
  5. 5. Smartphone Penetration Will More Than Double by 2016 Latin America 2010 3% Brazil 3% 2011 9% 10% 2012 15% 17% 2013 21% 23% 2014 27% 30% 2015 34% 38% 2016 40% 44% 0% 12.5% 25% 37.5% 50% eMarketer Worldwide Mobile User ForecastFriday, September 7, 12
  6. 6. Media Preference Growing Among Apps Highest YOY Increase Among Apps Frequency of Use - By Media Type Mobile Apps 12% From 2010 TV 7% From 2010 Online/ 5% Websites From 2010 25% Source: Apple custom study with Nielsen, October 2011..Friday, September 7, 12
  7. 7. App Usage is Ubiquitous in Brazil Among Smartphone owners... 75% Access Apps Daily 14 Apps installed on average 6 Apps used in the last 30 days eMarketer Worldwide Mobile User Forecast, Google, Our Mobile Planet Brazil SudyFriday, September 7, 12
  8. 8. Why Apps? Device Content BehaviorFriday, September 7, 12
  9. 9. Apps transform how people experience and consume contentFriday, September 7, 12
  10. 10. Friday, September 7, 12
  11. 11. b263s2Friday, September 7, 12
  12. 12. 3 ThemesFriday, September 7, 12
  13. 13. #1 Apps Are Content Units of ChoiceFriday, September 7, 12
  14. 14. Copyright © 2011 EpicuriousFriday, September 7, 12
  15. 15. Copyright © 2011 EpicuriousFriday, September 7, 12
  16. 16. #2 Moments are More than TimeFriday, September 7, 12
  17. 17. Changing the Structure of Their Day Home Commute Home OfficeFriday, September 7, 12
  18. 18. Changing the Structure of Their Day Home Home OfficeFriday, September 7, 12
  19. 19. Building New Moments Multitask Activities with iPad Multitask Activities with iPhone 91% 88% 82% 81% 79% 95% 76% 88% 48% 71% 45% 56% 39% 92% 35% 73% 0 0.238 0.475 0.713 0.95 0 0.238 0.475 0.713 0.95 Watching TV Lying in Bed Waiting for Someone/Something With Friends and Family In the Bathroom Attending a Meeting/Class Shopping/Running Errands Commuting Source: September 2011 Nielsen Mobile Connected Device Report.Friday, September 7, 12
  20. 20. #3 Actions Speak Louder Than LikesFriday, September 7, 12
  21. 21. It’s only the beginning. 2010 8.2 Billion 2014 185 Billion Apps Downloaded Worldwide Source: Gartner, Inc. January 26, 2011.Friday, September 7, 12
  22. 22. App ecosystem is based in human behavior, not clicks.Friday, September 7, 12
  23. 23. Friday, September 7, 12
  24. 24. Consumers Developers MarketersFriday, September 7, 12
  25. 25. ConsumersFriday, September 7, 12
  26. 26. DevelopersFriday, September 7, 12
  27. 27. MarketersFriday, September 7, 12
  28. 28. Things we’re thinking aboutFriday, September 7, 12
  29. 29. Operating System Targeting Platform Delivery Channel Experience DeviceFriday, September 7, 12
  30. 30. 32 Features Five ways to use them Apple ConfidentialFriday, September 7, 12
  31. 31. Save Share Locate Explore Connect Apple ConfidentialFriday, September 7, 12
  32. 32. Don’t focus on technology; focus on experienceFriday, September 7, 12
  33. 33. TM and © 2011 Apple Inc. All rights reserved.Friday, September 7, 12

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