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Mobile development : reaching critical mass

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As smartphones'market share is steadily growing in western countries, featurephones still represent more than 80% of the global market. Is there a path to a trade-off strategy for publishers ?

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Mobile development : reaching critical mass

  1. 1. Mobile Development: reaching critical mass Alessandro Thellung CEO & Founder MIPTV - Cannes March 2011
  2. 2. Fragmentation scenario• The diversity of developing environments and fragmented landscape (Apple, RIM, Android, Samsung, Microsoft, Palm and more) are challenging the developers and content industries in their strategy. • On top of that, they should think about a world divided t wo folds: billions of feature phones users (allowing limited technology), as opposed to a fast growing base of smartphone owners.• Is there a safe and simple path to the mass market?
  3. 3. a slippery subject ...
  4. 4. Smartphones OS fragmentation
  5. 5. Smartphones OS fragmentation
  6. 6. Smartphones OS fragmentationSource : Strategy Analytics, 2011
  7. 7. What is a «smartphone» ?
  8. 8. What is a «smartphone» ?
  9. 9. What is a «smartphone» ?Supports Third Parties Applications
  10. 10. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developers
  11. 11. What is a «smartphone» ?Supports Third Parties ApplicationsOS + Platform (SDK/APIs) for developersEasy access to content ( «AppStores» )
  12. 12. Feature phones = non smartphones
  13. 13. Feature phones = non smartphones
  14. 14. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.
  15. 15. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011
  16. 16. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ...
  17. 17. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
  18. 18. Feature phones = non smartphonesEnd 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
  19. 19. Feature phones = non smartphonesOn the other hand : «End 2010, smartphones represent only 13 % of total global handsets inuse today, but they generate over 78 % of total global handset traffic.»End 2010, smartphones represent only 13 % of total global handsets in use today, butthey represent over 78!% of total global handset traffic.Source : CISCO Net works, 2011 Very few brand/publishers have a Featurephone strategy for the moment ... ... with some notable exceptions :
  20. 20. The Global Picture
  21. 21. The Global Picture
  22. 22. The Global PictureSource : Nokia, 2011
  23. 23. The Global PictureNokia wants to «bringthe next billion on-line» Source : Nokia, 2011
  24. 24. The Global PictureNokia wants to «bringthe next billion on-line»«We can connect theunconnected» (S. Elop) Source : Nokia, 2011
  25. 25. The Global PictureNokia wants to «bring More than ONE THIRD (36%)the next billion on-line» of the world’s population«We can connect the have a web-enabled phoneunconnected» (S. Elop) Source : Nokia, 2011
  26. 26. The Global PictureNokia wants to «bring More than ONE THIRD (36%)the next billion on-line» of the world’s population«We can connect the have a web-enabled phoneunconnected» (S. Elop) It makes 2,5 bilion «connected phones» Source : Nokia, 2011
  27. 27. Do we have a trade-off scenario ?
  28. 28. Do we have a trade-off scenario ?How should we address these 2,5 billion «connected phones» ?
  29. 29. Do we have a trade-off scenario ? How should we address these 2,5 billion «connected phones» ?What is the best strategy for brands and publishers HERE AND NOW ?
  30. 30. Smartphones path : «Apps»
  31. 31. Smartphones path : «Apps»
  32. 32. Smartphones path : «Apps»• Downloaded into the smartphone
  33. 33. Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts : • Great user experience • Easily bookmarked • No latency, off-line life • Repository (AppStore)
  34. 34. Smartphones path : «Apps»• Downloaded into the smartphone• Strenghts : • Weaknesses : • Great user experience • proprietary ecosystem • Easily bookmarked • market reach limited by OS share • No latency, off-line life • Repository (AppStore)
  35. 35. Featurephones path : «WebApps»
  36. 36. Featurephones path : «WebApps»
  37. 37. Featurephones path : «WebApps»• Soft ware is «on the server»
  38. 38. Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts: • Runs on ALL «connected phones»
  39. 39. Featurephones path : «WebApps»• Soft ware is «on the server»• Strenghts: • Weaknesses : • Runs on ALL «connected phones» • Hard to bookmark Net work latency • No repositories • No access to phone components
  40. 40. What is a «WebApp» ?• Weaknesses : • Hard to bookmark • Net work latency • No repositories • No access to phone components
  41. 41. What is a «WebApp» ? • BUT :• Weaknesses : • Hard to bookmark • Touch-screen is everywhere • Net work latency • Net work speed grows 60% per year • No repositories • Webstores are coming ( Mobango > 800 M dwd) • No access to phone components • It’s changing and will change with HTML 5
  42. 42. Is there a marketing trade-off ?
  43. 43. Apps WebAppsTaylor Made Apps Taylor Made WebApps + servicesApps Factories WebApps Composers
  44. 44. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers
  45. 45. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
  46. 46. Apps WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
  47. 47. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
  48. 48. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Apps Factories WebApps Composers Market reach
  49. 49. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Apps Factories WebApps Composers Market reach
  50. 50. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Apps Factories WebApps Composers Market reach
  51. 51. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Market reach
  52. 52. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Good trade-off Market reach
  53. 53. Apps User Experience WebAppsQuality, $$$ Taylor Made Apps Taylor Made WebApps + services Best user experience Creativity Services through BO Apps Factories WebApps Composers Good trade-off Hands-on allows evolution Market reach
  54. 54. Apps WebApps Customer cases : EMI MusicQuality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  55. 55. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  56. 56. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  57. 57. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  58. 58. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  59. 59. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Apps Factories WebApps Composers Market reach
  60. 60. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
  61. 61. Apps WebApps Customer cases : EMI Music Creativity (design, ergonomy)Quality, $$$ Innovation Ser vices : social, CRM Taylor Made Apps Taylor Made WebApps + ser vices Campaigns, events Apps Factories WebApps Composers Market reach
  62. 62. How will all this evolve ?
  63. 63. Moving from hardware to the mobile cloud The come back of «thin client» model
  64. 64. Moving from hardware to the mobile cloud The come back of «thin client» model
  65. 65. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
  66. 66. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
  67. 67. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO
  68. 68. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
  69. 69. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
  70. 70. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS
  71. 71. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
  72. 72. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud
  73. 73. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud
  74. 74. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud The hardware will just need to be a «connected phone»
  75. 75. Moving from hardware to the mobile cloud The come back of «thin client» modelDEVICE/TELCO APPSTORES/OS SERVICES/CLOUD Apps will progressively migrate tothe Cloud Not only applications but also OS will be on the Cloud The hardware will just need to be a «connected phone» The revenge of the Featurephone ?
  76. 76. Thank youalessandro@redshift.fr

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