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The Why & How of Mobile
Martijn Pannevis - @PanMan
Show Me The Money ’09
The Why and How of Mobile
The Why and How of Mobile
#5   Show me
     the money!
 Speakers
Why?
What would you rather miss
      for one year?
31%




69%


            Sex
            Telefoon
Mobile is Personal




       CC By http://www.flickr.com/photos/seandreilinger/133299418
Mobile is Social




         CC by http://www.flickr.com/photos/polvero/3551035260
Mobile has Context




   CC By http://www.flickr.com/photos/delphien/3029504174
Mobile is always near




       CC By http://www.flickr.com/photos/lanier67/2979124681
Most important medium


      10-19        25             22        11                42
Age




      20-29        23                  37           12             28



      30-39             39                   30          10            21



              TV             PC             Other             Mobile
Number of devices                                     4,600

                                                         3,900




                                           2,200

                                 1,500
             1,100   1,200

  480
Newspapers    PC’s   Landlines    TV’s   Bank accounts   Radio’s   Mobile Phones
Massai krijgers




          CC by http://www.flickr.com/photos/markkelley/1022720488/
Mobile Internet Outpaces Desktop Internet Adoption
                        iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

                              iPhone + iTouch vs. NTT docomo i-mode vs. Netscape vs. AOL Users
                                                First 20 Quarters Since Launch
                                                               ~57MM
                   60                  Mobile Internet                             Desktop Internet
                                    iPhone + iTouch                                     Netscape*
                   50                  Launched 6/07                                Launched 12/94


                   40
Subscribers (MM)




                                                               ~25MM                                                            Mobile Internet

                   30                                                                                                       NTT docomo i-mode
                                                                                                                                Launched 6/99

                   20
                                                               ~11MM
                                                                                                                               Desktop Internet
                   10
                                                                                                                                       AOL*
                                                               ~7MM                                                         v 2.0 Launched 9/94

                         Q1       Q3        Q5           Q7      Q9          Q11          Q13          Q15          Q17          Q19
                                                              Quarters Since Launch
                                  iPhone + iTouch             NTT docomo i-mode                      AOL              Netscape

                                                               Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only.   33
                                                                                                    Source: Company Reports , Morgan Stanley Research.
15,000M




10,000M




 5,000M




    0M
     Okt 2007   Sept 2009
2.500.000 Users in NL
Top 10 in NL
1    Nu.nl
2    Google
3    Buienradar
4    Hyves
5    Hotmail
6    9292
7    Telegraaf
8    Gmail
9    NS
10   NOS
Trends in NL
1    Nu.nl
2    Google
3    Buienradar
                          Locatie based
4    Hyves
5    Hotmail
6    9292
7    Telegraaf
8    Gmail
9    NS
10   NOS
Trends in NL
1    Nu.nl
2    Google
3    Buienradar
4    Hyves                Nieuws
5    Hotmail
6    9292
7    Telegraaf
8    Gmail
9    NS
10   NOS
Trends in NL
1    Nu.nl
2    Google
3    Buienradar
4    Hyves
                       Social Communication

5    Hotmail
6    9292
7    Telegraaf
8    Gmail
9    NS
10   NOS
Top 10 in NL
1    Nu.nl
2    Google
3    Buienradar
4    Hyves
5    Hotmail
6    9292
7    Telegraaf
8    Gmail
9    NS
10   NOS
The Why and How of Mobile
Hyves:
200.000.000
 pageviews
 1.000.000
   users
NOS
18.000.000
  teletext
 pagina’s
How?
Platforms
      CC By http://www.flickr.com/photos/stuckincustoms/211239773
PC world
The Why and How of Mobile
The Why and How of Mobile
Mobile




CC by http://www.flickr.com/photos/d_a_v_i_d_m_/89612916
Mobile Platforms
Symbian S60
                 Mobile Web
J2me
                 Widgets
Blackberry
                 iPhone
Windows Mobile
                 Android
SMS
Symbian S60
J2ME - PRO
J2ME - CON
Blackberry
Windows Mobile
SMS




      CC By http://www.flickr.com/photos/sis/2789152982
The Why and How of Mobile
"The future is here.
                  It's just not evenly
                    distributed yet."


William Gibson
iPhone
Android




CC By http://www.flickr.com/photos/laihiu/3799313903/
Android
More open than iPhone:
  Possible to replace native parts (ie contacts)
  hook into OS. (ie: Receive SMS)
  run background tasks.
Market & Own distribution possible (but not common).
Growing, but not there yet
Mobile Widgets
Mobile Web
Normal vs. Mobile web
Few browsers           Many browsers
Consistent behaviour   Different browsers
Big screens            Different screen sizes
Input: mouse           Keypad/touch/mouse
                       emulator
Mobile Web
Like the normal web, but not
Again: Lot’s of fragmentation
decide on resources, optimization per platform, and
wanted reach
Big range of devices: From highest-end browsers
(iPhone) to very low end
Almost no direct monetization possible
Mobile web is the future


 Like normal web: distribution rules
 Interface & sensor access will get there
 Most apps are lists & screens with data anyway
 HTML 5 is leading the way: Cool new things
Appstore




Worldwide Distribution
Worldwide Payments
112.556 apps
The Why and How of Mobile
Appstores are
the new black
So, which one?
Which platform?

Reach in YOUR target group
Capabilities needed
Future-ness (that’s a perfectly cromulent word!)
It’s still nowhere near a mature market
If possible, go with the web
Multiple Platforms
 Don’t start from scratch all the time
 Build (internal) API
 If you are popular others will build for you :) eg: Twitter
70%                                Sales
                                   Web Usage
60%

50%

40%

30%

20%

10%

0%
      Symbian   iPhone   RIM   Windows Android
The Why and How of Mobile
Native Apps
Why go native on mobile?

More control over the user experience
Richer interaction (make buttons do stuff)
Access to sensor data
Distribution through appstores
The Why and How of Mobile
The Why and How of Mobile
Pay $100.
Xcode
The Why and How of Mobile
Testing
Simulator
Test on device!




                  CC from http://www.flickr.com/photos/bendodson/3367856091/
UDID’s


         CC by http://www.flickr.com/photos/8533266@N04/2075411436/
Objective C. Not easy




           CC by http://www.flickr.com/photos/veggiefrog/3435380297
WebApps
The Why and How of Mobile
Powerful browser
Web Based
Browser Install
Run as app
Games
Dashcode
The Why and How of Mobile
The Why and How of Mobile
The Why and How of Mobile
The Why and How of Mobile
Disadvantages




     CC by http://www.flickr.com/photos/iko/145211107/
Appstore
PhoneGap!
Native
Web-based apps
WWW folder
Submit
Online app Management
Submit




   CC by http://www.flickr.com/photos/bright/77891644/
Wait....




CC by http://www.flickr.com/photos/flod/3241103792/
Wait..........




CC by http://www.flickr.com/photos/flod/3241103792/
Approved




           CC by http://www.flickr.com/photos/striatic/2145725302
Appstore
Make Money!




              CC by http://www.flickr.com/photos/daviddmuir/2125697998/
Layar
Layar
Layar 3D
Beatles
Layar
Thanks
www.martijnpannevis.nl
mail@martijnpannevis.nl
@PanMan on Twitter

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The Why and How of Mobile