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The Mobile Industry & Ecosystem (March 2010)
 

The Mobile Industry & Ecosystem (March 2010)

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Presented at the 2010 Mobile Enterprise Growth Alliance (http://www.mega.org.au/) in South Australia. ...

Presented at the 2010 Mobile Enterprise Growth Alliance (http://www.mega.org.au/) in South Australia.
* Local Australian & global mobile industry statistics.
* Overview of the mobile ecosystem in Australia.
* Mobile trends

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  • I’m always fascinatedat how people view mobile… Some with fear and trepidation ,others excitement. others that are mystified
  • Remember that the mobile is a personal experience, not a mass crowd one.
  • IDATE 2010: The world telecom services market is estimated at 1,440 billion USD in 2009 – a 1.7% increase over the year before - and is expected to be worth over 1,481 billion USD in 2010. Telecommunications is a complex suite of communication technologies For decades fixed line telephony has dominated the revenue mix, but since the early 2000s this is being replaced by mobile services In terms of value, fixed telephony’s contribution to the global telecommunications services market has gone from 48% in 2001 to 27% in 2008.Internet -> IP -> 3G
  • 2009 Registered Automobiles = 825M
  • 2009:1.6B TV Sets in use
  • 1.7 people with Credit Cards1.5 Billion TV sets1.4 Internet Users1 Billion PCs in usehttp://www.reuters.com/article/technologyNews/idUSL2324525420080623?feedType=RSS&feedName=technologyNews
  • 1.2 Billion mobiles sold in 2009
  • http://www.gsmworld.com/newsroom/press-releases/2010/4635.htm
  • The larger regions of mobile customers greatly influence mobile manufacturersChina & India are the fastest growing mobile markets (#1 & #2)China 747M - http://tmt.interfaxchina.com/news/2579India 350M - http://www.trai.gov.in/WriteReadData/trai/upload/PressReleases/723/pr23feb10no10.pdfCompare to “Did You Know?” 2006 US college graduates 1.3M – India 3.1M – China 3.3M
  • In 59 countries the human subscription penetration for mobile has exceeded 100% per capitaIt’s about critical mass that drives adoption of higher end mobile services.Australia is @ 103%
  • The Seminconductor Industry Association reports that for PCs worldwide the replacement cycle held steady at 42 months (3.5 years) but mobile phone replacement cycle has kept shrinking, reaching thelevel of 18 months in 2006 (SIA 2007).
  • The world has more than three times more mobile cellular subscriptions than fixed telephone lines, and in some countries in Asia and Europe people have more than one contract each, pushing the mobile access rate above 100 percent.
  • In 2004 there was four times as many cameraphones sold than all stand-alone digital cameras combined.Konica Minolta have pulled out of the camera business.Nokia is today the world's most common digital camera brand.
  • SOURCE: TELSYTE Australian Business Mobile Usage & Directions - 2009 End-User Survey
  • Mobile email remains the most popular business application mobilised by corporate Australia. Its penetration has now gone past the half-way mark to reach 53% of companies, a healthy growth of almost 10% points from last year.
  • Smartphones will start outselling Featurephones by 2011.
  • Total of 1.2 Billion mobiles sold in 2009172 Million were Smartphones
  • Apple iPhone has a strong developer followingThis graph shows developers traditional background before they developed for the iPhonehttp://blog.flurry.com/bid/31376/Flurry-Smartphone-Industry-Pulse-February-2010
  • Global smartphone sales to end users in 2009 (Gartner) Feb 20102009 shipmentsTotal of 172M shipments worldwideTop 3 NokiaBlackberryApple
  • Global Market share by mobile operating systemQ2 2009 shipments
  • Gartner Feb 2010 Total of 172 Million
  • http://gigaom.com/2010/03/18/the-mobile-os-market/
  • 3G enabled devices - It’s not just about a mobile phone.Kindle 2 HTC Mobile is becoming ubiquitous and converging
  • Mobile Internet DevicesNot smartphone replacements
  • http://blog.flurry.com/bid/31376/Flurry-Smartphone-Industry-Pulse-February-2010Games command 44% of apps tested by apple for use on iPad3% ARE http://www.appleinsider.com/articles/10/03/22/games_command_44_of_apps_tested_by_apple_for_use_with_ipad.html
  • http://www.appleinsider.com/articles/10/03/22/games_command_44_of_apps_tested_by_apple_for_use_with_ipad.html
  • If we see mobile as being part of an ecosystem then we must understand the interdependants
  • Unfortunately some see the mobile ecosystem as something else....
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Mobile carriers are focused on ARPU & subscriber numbersThese to numbers are what drive the monster and everything else is secondaryIf you are looking to interact directly with carriers you must understand what they are focused on to get their attention
  • 21M mobile subscribers8.5M 3G customers
  • There will be a negative effect of the merger between 3 & vodafone3 was the innovator and challenger in our market driving down mobile broadband data rates3 introduced 3G to Australia
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Content changes depending on the types of device and their capabilities. Location based services are different depending on the devices and their capabilities.
  • Approx 400K devices in AustraliaA fantastic user interfaceBut it is only one of many devices.
  • Things have come along way since the days of the quadrant for locating your position.
  • GPS stands for Global Positioning System Developed by the US military. Each satellite has an atomic clock for accurate time Each GPS satellite transmits data that indicates its location and the current time. All GPS satellites synchronize operations so that these repeating signals are transmitted at the same instant. The signals, moving at the speed of light, arrive at a GPS receiver at slightly different times because some satellites are farther away than others. The distance to the GPS satellites can be determined by estimating the amount of time it takes for their signals to reach the receiver. When the receiver estimates the distance to at least four GPS satellites, it can calculate its position in three dimensions. There are at least 24 operational GPS satellites at all times. The satellites, operated by the U.S. Air Force, orbit with a period of 12 hours. Ground stations are used to precisely track each satellite's orbit.
  • “The battery is drained in about three hours with the projector on“
  • The Bluepulse system enabled people within the Broadway shopping center in Sydney to use their mobile phones to get useful information they want about their surroundings.
  • http://en.wikipedia.org/wiki/FeliCa
  • http://www.youtube.com/watch?v=jl9uTsjRF6c
  • US Bank USAA was the first to deploy this technology.
  • Microsoft Surface
  • NVIDIA TegraThe Augmented Environments Lab (AEL) is a research group in the GVU Center at the Georgia Institute of Technology.http://www.augmentedenvironments.org/lab/research/handheld-ar/arhrrrr/
  • http://www.ted.com/talks/pattie_maes_demos_the_sixth_sense.htmlPattie Maes' lab at MIT, spearheaded by PranavMistry -- was the buzz of TED. It's a wearable device with a projector that paves the way for profound interaction with our environment. Imagine "Minority Report" and then some.Video2:28 – Begin demo4:04 – dial number demo5:10 – supermarket
  • A 2009 surveyfound that 85% of users reporting they were frustrated by the difficulty of getting a new phone up and working. http://news.bbc.co.uk/2/hi/technology/7833944.stm

The Mobile Industry & Ecosystem (March 2010) The Mobile Industry & Ecosystem (March 2010) Presentation Transcript

  • the mobilemarket
    Shane Williamson
    shane@mobilemondaysydney.com
    0414 987 393
    Twitter: @shanewilliamson
    Blog: shanewilliamson.spaces.live.com
  • mobile worldwide
  • global telecom services market
    iDate “Mobile 2010 - Mobile Markets & Trends, Facts & Figures” http://www.idate.fr
  • over 4.6 billion active mobile subscriptions
    Jan 2010
  • 825 million registered automobiles
  • 1.2 billion PCs in use
    * Includes laptops, netbooks etc.
  • 1.6 billion TV sets in use
  • 1.7 billion internet users
  • 1.8 billion unique holders of credit cards
  • 1.5 Billion
    1.7 Billion
    825 Million
    1.4 Billion
    1.1 Billion
  • over a billion new mobiles are sold annually
  • “We expect to see up to 50 billion connected devices over the next 15 years……”
    Alex Sinclair, Chief Technology & Strategy Officer GSMA15th February 2010
  • mobile customers by region
    iDate “Mobile 2009 - Mobile Markets & Trends, Facts & Figures” http://www.idate.fr
  • In 59 countries mobile penetration has exceeded 100%
  • 12 months
    replacementcycle
    3.5 years
  • mobiles vs. fixed line
    Vs
  • Vs
  • top 10 upload devices to flickr
    2008
  • top upload devices to flickr
    2009
  • mobileaustralia
  • in australia….
    13.6 million 3G mobiles
    17.8 million mobile users
    24.5 million mobile
    subscriptions
    2.5 millionmobile broadband
    5.6 million smartphones
  • in Australia one in five mobile phone users are business users
  • Mobile email remains the most popular business application mobilised by 53% of corporate Australia
    SOURCE: TELSYTE Australian Business Mobile Usage & Directions2009 End-User Survey
  • the smartphone revolution
  • smartphone
    vs
    featurephone
  • Gartner Worldwide Mobile Phone sales 2009
    global mobile sales 2009
  • nokia
    rim
    apple
    leading smartphone manufacturersin 2009?
  • nokia
    rim
    apple
    80M
    34M
    24M
  • leading smartphone operating system in 2009?
  • 80M
    34M
    24M
    15M
    2009 smartphone operating system market share
    6M
  • windows phone 7 series
  • meet the mid
  • microsoft“courier”
  • the mobile ecosystem
  • PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • mobile phone companies
  • Average Revenue Per User (ARPU)
    subscribers
    churn
  • australian mobile customers
  • australian mobile customers
  • IMAGE
    AUDIO
    TEXT
    CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • DEVICE
    AGPS
    CAMERA
    COMPASS
    ACCELEROMETER
    SMS
    MMS
    VIDEO CALL
    DATA
    VOICE CALL
    HSDPA+
    3G
    LTE
    WIMAX
    IMAGE
    BLUETOOTH
    WiFi
    AUDIO
    TEXT
    CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • DEVICE OPERATING SYSTEM
    DEVICE
    AGPS
    CAMERA
    COMPASS
    ACCELEROMETER
    SMS
    MMS
    VIDEO CALL
    DATA
    VOICE CALL
    HSDPA+
    3G
    LTE
    WIMAX
    IMAGE
    BLUETOOTH
    WiFi
    AUDIO
    TEXT
    CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • USER INTERFACE
    APPLICATIONS
    DEVICE OPERATING SYSTEM
    DEVICE
    AGPS
    CAMERA
    COMPASS
    ACCELEROMETER
    SMS
    MMS
    VIDEO CALL
    DATA
    VOICE CALL
    HSDPA+
    3G
    LTE
    WIMAX
    IMAGE
    BLUETOOTH
    WiFi
    AUDIO
    TEXT
    CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • USER INTERFACE
    APPLICATIONS
    DEVICE OPERATING SYSTEM
    DEVICE
    AGPS
    CAMERA
    COMPASS
    ACCELEROMETER
    SMS
    MMS
    VIDEO CALL
    DATA
    VOICE CALL
    HSDPA+
    3G
    LTE
    WIMAX
    IMAGE
    BLUETOOTH
    WiFi
    AUDIO
    TEXT
    CARRIERS
    ON DECK
    OFF DECK
    PORTALS
    DEVICE MANUFACTURERS
    SOFTWARE DEVELOPERS
    CONTENT AGGRAGATORS
    CONTENT LICENCEES
    CONTENT CREATORS
  • device ecosystems
  • CONVERGENCE
  • satellite
    GPS
  • Assisted GPS (AGPS)
    2m to 10m
  • device based – 2D codes
  • google goggles?
  • google goggles
    (android)
  • SAMSUNG BEAM
    (Android)
  • device based – networks
    e.g.: bluetooth / wifi
  • bluepulse
    www.bluepulse.com/
  • “osaifu-keitai”
    nearfield communications(nfc)
  • biometrics
  • digital deposit of cheques with mobile camera
  • scanning credit cards via mobile (Squareup)
  • http://www.tonchidot.com/
  • Displaying real time digital information on top of reality though the camera of the mobile phone.
    http://layar.eu/
  • arhrrrrr
  • “sixth sense”
  • “sixth sense”
  • 85% of users find mobiles too difficult
  • Thank you
    Shane Williamson
    shane@mobilemondaysydney.com
    0414 987 393
    Twitter: @shanewilliamson
    Blog: shanewilliamson.spaces.live.com