Jens Schulte-Bockum
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Jens Schulte-Bockum

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Jens Schulte-Bockum Jens Schulte-Bockum Presentation Transcript

  • The App EffectJens Schulte-BockumCEO Vodafone NetherlandsVINT Symposium - 7 June 2011.
  • =Apps = Smartphones
  • Smartphone adoption EU Type of phone per age group Share of type of mobile phone per age group (%). Source:TPCP 100% 90% 17 24 28 35 33 80% 42 70% 60% 50% 40% 83 76 72 65 67Source : VF internal sales EU Source : Telecompaper 30% 58 20% 10% 0% 15-18 19-29 30-39 40-49 50-64 Market Normal Smartphone Netherlands is the Frontrunner!
  • Total network Tera Bytes Other 250 TB M2M HHBD IOYM MBB apr-09 jul-09 okt-09 jan-10 apr-10 jul-10 okt-10 jan-11 Source : Vodafone Network dataData growth from apps, mobile web and email
  • 14 12 iPhone Average Daily MB Used 10Daily user MB’s 8 6 – 12 MB per day 6 Old device 4 0,75 MB per day 2 0 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Days since first iPhone use Source : Vodafone Network data Clear iPhone effect
  • Apps usage insights .
  • Organizers 26% Source:Beginners Addicts 31% 12% Socializers 31% 98 100 94 90 87 Use more than once per day 80 Use 1 hour or more per day 70 61 60 50 Apps usage per profile: 39 38 40 30 20 14 8 10 0 socializers addicts organizers beginners Profiles of apps users Four groups of users, based on different motives
  • “Apps have changed my life”40 34 Source:35 323025 202015 1010 550 totally agree agree neutral disagree totally disagree Needs / Motivations: “Because it makes my life easier…” Connectivity “It seems fun and entertaining” Entertainment “It’s new and I’m curious about what it does” “Because it will make me more productive” Productivity The app effect Big impact on our life
  • Source :9080 7970 71 7060 6650 55 50 4940 4030 28 2620 25 24 2310 17 16 16 10 8 30 Connectivity Entertainment Productivity Favourite usage of apps Social media #1, followed by gaming, news, weather and navigation
  • IOYM General Traffic Distribution 7% 6% 5% 4% 3% Total HTC 2% Thurs Apple Sunday 1% 0% M Tu W Th F Sa Su m m m m m m m m am am pm pm 2a 4a 6a 8a 2p 4p 6p 8p 12 10 12 10 IOYM Application Traffic Distribution700000 7000 10%600000 6000 8%500000 5000 Email 6%400000 4000 Streaming300000 3000 VOIP (RH axis) 4% Email200000 2000 2% Streaming100000 1000 VOIP 0 0 0% 12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm M Tu W Th F Sa Su Source : Vodafone network data Data usage patterns from our network Per day of the week and per day
  • 24h00 12h00Source : Vodafone network data Daily usage pattern of social media apps
  • Future outlook .
  • Smartphone penetration grows fast : >50% of all 500 MB per device sales month / user Tablets will follow: 100 MB per month / userCurrent ownership and intended purchase of a tablet (%) – Netherlands Data Explosion, driven by Smartphones and Tablets
  • Challenge from freecommunication Apps Re-balance Re-balance to profit from data growth Grow new revenues Challenging the way we do business We’re in transition to alternative business models
  • Ensure best network (HSDPA+ / LTE)Ensure seamless customer experienceEnsure key enablers: safety, payment, distribution What are the ingredients for success?