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Apple brazil app proliferation 9.4

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  • 1. Experiential Media for the Device Generation Proliferation of Mobile ApplicationsFriday, September 7, 12
  • 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. Apps Are Built Native to User Experience, Mobile Web Replicates DesktopFriday, September 7, 12
  • 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. 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. 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. 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. Why Apps? Device Content BehaviorFriday, September 7, 12
  • 9. Apps transform how people experience and consume contentFriday, September 7, 12
  • 10. Friday, September 7, 12
  • 11. b263s2Friday, September 7, 12
  • 12. 3 ThemesFriday, September 7, 12
  • 13. #1 Apps Are Content Units of ChoiceFriday, September 7, 12
  • 14. Copyright © 2011 EpicuriousFriday, September 7, 12
  • 15. Copyright © 2011 EpicuriousFriday, September 7, 12
  • 16. #2 Moments are More than TimeFriday, September 7, 12
  • 17. Changing the Structure of Their Day Home Commute Home OfficeFriday, September 7, 12
  • 18. Changing the Structure of Their Day Home Home OfficeFriday, September 7, 12
  • 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. #3 Actions Speak Louder Than LikesFriday, September 7, 12
  • 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. App ecosystem is based in human behavior, not clicks.Friday, September 7, 12
  • 23. Friday, September 7, 12
  • 24. Consumers Developers MarketersFriday, September 7, 12
  • 25. ConsumersFriday, September 7, 12
  • 26. DevelopersFriday, September 7, 12
  • 27. MarketersFriday, September 7, 12
  • 28. Things we’re thinking aboutFriday, September 7, 12
  • 29. Operating System Targeting Platform Delivery Channel Experience DeviceFriday, September 7, 12
  • 30. 32 Features Five ways to use them Apple ConfidentialFriday, September 7, 12
  • 31. Save Share Locate Explore Connect Apple ConfidentialFriday, September 7, 12
  • 32. Don’t focus on technology; focus on experienceFriday, September 7, 12
  • 33. TM and © 2011 Apple Inc. All rights reserved.Friday, September 7, 12