Where Next after 10 Years of Smartphones?

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Where Next after 10 Years of Smartphones?

  1. 1. Cambridge Wireless Handset SIG Future Strategies for Market Growth and DifferentiationWhere Next after 10 Years of Smartphones? Identifying likely winners and losers David W. Wood – @dw2 Technology Planning Lead, Accenture MobilityCopyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  2. 2. Visions of the future 2000-2010-… “Smartphones for all” • Increasingly smart mobile phones • More CPU, more data, more network bandwidth • Delivering more and more utility • Colour, Cameras, Rich Messaging, Browsing, Social Networks, Games, Maps, Augmented Reality, Buying & Selling • To more and more people, worldwide • Generating more and more business • And disrupting more and more businessCopyright © 2011 Accenture All Rights Reserved. 2
  3. 3. Visions of the future 2000-2010-… “Smartphones for all” 2011-2015... “Smartphone technology everywhere” A disruptive new wave of embedded softwareCopyright © 2011 Accenture All Rights Reserved. 3
  4. 4. Smartphone technology Embedded everywhere Technology whose improvement has been driven by the smartphone revolution… Wireless Graphics display – Mobile Internet communications small, intuitive UI Roaming, multiple Streaming wireless Sensors: kinds of networks multimedia GPS, motion, etc Data storage – Applications: local and on the Dynamic Low power cloud reprogramming …combined together, with domain-specific technology, in new and interesting ways...Copyright © 2011 Accenture All Rights Reserved. 4
  5. 5. Smartphone technology Embedded everywhere “Feature phones” / “Touch phones” / “Super phones” Tablets / Slates Connected homes Smart, connected cars Smart meters and grids In Vehicle Infotainment (IVI) Consumer electronics: Smart digital signs cameras, eReaders, toys... Wearable computers: Mobile medical devices uniforms, watches, spectacles Industrial automation Smart micro-bots (smart connected robots) and nano-bots Your suggestions here!Copyright © 2011 Accenture All Rights Reserved. 5
  6. 6. Smartphone technology adoption Accelerators Decreasing price Increasing reliability Technology feeds technology • Virtuous cycle, more participants • Tools -> Better tools -> Better again • Moore’s Law, Cooper’s Law, etc Increasing stylishness Increasing word of mouth Increasing number of useful & entertaining apps Increasingly mature embedded software ecosystem • Virtuous cycle, more participantsCopyright © 2011 Accenture All Rights Reserved. 6
  7. 7. Smartphone technology adoption Accelerators and decelerators Decreasing price Unexpectedly hard Increasing reliability technical problems • Power management, security, Technology feeds technology overflow of data, systems integration... • Virtuous cycle, more participants • Tools -> Better tools -> Better again “Chicken-and-egg” • Moore’s Law, Cooper’s Law, etc coordination problems • Ecosystem headaches Increasing stylishness Conflicting business models Increasing word of mouth • Innovator’s dilemma Increasing number of useful & Poor usability design entertaining apps Lack of agility Increasingly mature embedded Platform fragmentation software ecosystem • Virtuous cycle, more participants Accelerating complexityCopyright © 2011 Accenture All Rights Reserved. 7
  8. 8. Identifying likely winners and losers: Three dimensions of leadership Ecosystem Technology Platform design System Business integration models Swift Engineering Expertise Motivation Implementation Lean Community processes engagement Agile project User management experienceCopyright © 2011 Accenture All Rights Reserved. 8
  9. 9. Strategies for market leadership via Swift implementationComplexity slows implementation• Ruthlessly simplify (think “80-20”)• Keep complexity in its place: Deeply value skilled architectsThe more hurry, the less speed• Plan realistically for the long term (multi-level Agile)• Implement via repeated fast sprints (deliver clear value each time)• Deeply value skilled engineers & scrum masters (10x talent boost)Don’t skimp on costs• Beware false economies: Missing market window is a far greater expense• Don’t skimp on smart testing: Deeply value skilled testers• Deeply value experts in CI (Continuous Integration)Find your own “insanely great” compelling positive vision• Envisioning greater market share is not enough!• “Good Strategy Bad Strategy: The Difference and Why It Matters” (Richard Rumelt)Copyright © 2011 Accenture All Rights Reserved. 9
  10. 10. Cambridge Wireless Handset SIG Future Strategies for Market Growth and DifferentiationWhere Next after 10 Years of Smartphones? Identifying likely winners and losers David W. Wood – @dw2 Technology Planning Lead, Accenture MobilityCopyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

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