Why Mobile Matters & How to Take Advantage of It

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Recently, since the launch of the iPhone, a couple of new trends have developed:

(a) the emergence of mobile apps store,

(b) the convergence between mobile and web developers,

(c) the focus on deploying apps relevant to the consumers in the marketplace and

(d) social media deployment thru mobile for customer interaction & engagement.

How does one from another industry for e.g. healthcare and travel able to tap on the new mobile trends in engaging and interacting with consumers? We explore how social media with mobile can help other industries in searching for ways and means to connect with customers. In this talk, we discuss the emerging trends and how to navigate and tap on the mobile ecosystem and deliver new value to the customers.

Delivered on
(a) 24 August 2010 in Ascendas Lunch Time Talks
(b) 20 Jan 2011 in HDB ICT Seminar
(c) 21 Jan 2011 in Rotary Club Suntec City Singapore

Updated on Jan 26 with new statistics and new notes on the case study on Chalkboard.

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Why Mobile Matters & How to Take Advantage of It

  1. 1. Why Mobile Matters & How to Take Advantage of it Bernard Leong CTO & Co-Founder, Chlkboard http://www.bernardleong.com Twitter/GMail: bleongcw 1
  2. 2. Outline • Why MobileObservations Trends and Matters: of Mobile-Web in Asia Pacific. • HowLessons advantage of it: to take on Developing Apps in the Mobile-Web Economy. 2
  3. 3. Why Mobile Matters? 75% 5B Mobile Subscribers in the World 3
  4. 4. Mobile Phones based on World Population 40-60% 25-40% 15-20% Feature (WAP) Basic Smart Phones Phones Phones 4
  5. 5. Internet Users (M) Internet Penetration (%) Mobile Subscribers (M)/ (Mobile Penetration %) China 300 22.4 595 / (44.7%) Hong Kong 4.8 69.5 11.4 /(163.1%) India 81 7.1 413 / (N/A) Indonesia 25 10.5 128 / (N/A) Japan 94 73.8 102 / (N/A) South Korea 36.7 76.1 46 / (93.4%) Malaysia 15.8 62.8 27.1 / (N/A) Philippines 14 14.6 68.1 / (60%) Singapore* 3 122% 5 / (136%) Taiwan 15 20.5 25 / (110%) Thailand 13 24.2 61.9 / (89%) Vietnam 20 17.2 62 / (N/A) Source: Asia Digital Marketing Mobile-Web Users in Asia Pacific Markets 2008 Association Report 2009 *IDA Official Stats 5
  6. 6. Mobile Internet Penetration by Market Major Trends Ongoing in the Mobile-Web Economy 6
  7. 7. Asia Mobile Users Drive Mobile Internet Usage 7
  8. 8. Before 9 Jan 2007... Web Developers Mobile Developers 8
  9. 9. Mobile-Web Developers 9
  10. 10. After that, the iPhone changed the mobile-web landscape 10
  11. 11. Worldwide SmartPhone OS distributions 400K iPhones/iPods vs 40K Android handsets Source: Gartner, 10 August 2010 Source: Admob Metrics, April 2010 11
  12. 12. 12
  13. 13. Before you want to go mobile ... • Why is your company going mobile? • What isapp to theof your mobile or web the value consumer (B2C) or user (B2B)? • How- do you attract users to your app via localization or content? • Which platform should your app be on? 13
  14. 14. Types of Apps Web App (HTML5) Native App (SDKs) 14
  15. 15. Developers Consumers Apps Store Content Providers Telcos ©BL Mobile-Web Apps Store EcoSystem 15
  16. 16. Lesson 1 Focus on one platform before scaling it up. 16
  17. 17. Apps Store HTC Hero, Handsets Lenovo OPhone, Blackberry Storm Motorola MC (Examples) iPhone Nokia N97 LG, Motorola, Blackberry Torch series, LG, HTC Samsung Galaxy Phillips Operating iPhone OS 4 Symbian OS 9.4 Google Android Blackberry OS 6 Windows 7 System (Mac OS X) Series 60 Rel 5 2.2 (Froyo) Mobile Developer (70%), Developer (70%), Revenue Developer (70%), Nokia (30%) in Google (30%) - Model Apple (30%) for sale net refunds after pays carriers and Developer (80%) Developer (70%) for of apps. credit card sales, billing settlement per sale per sale Developers fixed operator costs billing ©BL 17
  18. 18. Apps Store Standard Program Annual US$200 (US$99) and Developer 50 Euros US$25 (includes ten app US$99 Enterprise Program Fee submissions) (US$299) Paid Apps: Austria, Frane, Germany, Apps Store in 77 Market Coverage Countries Global Netherlands, Spain, US, UK & Canada Global US & UK Free Apps: Global Downloads 2B 10M N/A N/A N/A ©BL 18
  19. 19. Apps Store Developers paid via Credit Card or Payment direct deposit into Phone Bill with Google Checkout PayPal Credit Card Model bank account telco billing (monthly) 35M devices 18M licenses Market Size (2M iPads, 20M 50M Nokia sold to all (by 2008) iPhones and 13M iPod Devices N/A 21M subscribers handset Touch) vendors for Windows CE developer.android msdn.microsoft Resources developer.apple.com publish.ovi.com .com na.blackberry.com .com ©BL 19
  20. 20. Lesson 2 Don’t put your eggs on one apps store basket! 20
  21. 21. Premium Version Free (US$7.95) and Premium Free Version (US$3.99) iTunes has too many twitter apps and none Highest downloaded paid app of them are monetising well. in Ovi Store (no competitors) Identify the Blue Ocean and Your App might make the mark 21
  22. 22. Lesson 3 Understand the App Store Cycle & Support 22
  23. 23. Apps Discovery Share/Tell a Friend (Viral Screenshots, Rankings, Ratings and comments Repeat Process Decision to Purchase Transaction Payment Model Apps & Updates Integrated with Telco Operator Purchases & Downloads Status Check out Account Mobile or Desktop initiated Revenue Sharing 23
  24. 24. Lesson 4 Don’t overload content & focus on design! 24
  25. 25. Apps can be global but localization is important Wikipedia Epicurious Currency 25
  26. 26. Future Directions • Mobile Apps has extended from phones to tablets/ pads. • Ubiquitous in computing different products? • Apps Stores of the Future? 26
  27. 27. Thank You http://www.bernardleong.com Slideshare/Twitter/GMail: bleongcw 27

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