8. Mobile is Personal
CC By http://www.flickr.com/photos/seandreilinger/133299418
9. Mobile is Social
CC by http://www.flickr.com/photos/polvero/3551035260
10. Mobile has Context
CC By http://www.flickr.com/photos/delphien/3029504174
11. Mobile is always near
CC By http://www.flickr.com/photos/lanier67/2979124681
12. 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
13. 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
14. Massai krijgers
CC by http://www.flickr.com/photos/markkelley/1022720488/
15. 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.
43. 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
46. Normal vs. Mobile web
Few browsers Many browsers
Consistent behaviour Different browsers
Big screens Different screen sizes
Input: mouse Keypad/touch/mouse
emulator
47. 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
48. 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
54. 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
55. Multiple Platforms
Don’t start from scratch all the time
Build (internal) API
If you are popular others will build for you :) eg: Twitter
56. 70% Sales
Web Usage
60%
50%
40%
30%
20%
10%
0%
Symbian iPhone RIM Windows Android
59. Why go native on mobile?
More control over the user experience
Richer interaction (make buttons do stuff)
Access to sensor data
Distribution through appstores
