1. Smartphone platforms have shifted from closed systems dominated by Symbian OS, Windows Mobile, and BlackBerry OS to more open platforms like Android and iPhone OS. 2. User experience has become the primary driver of smartphone adoption, with platforms like iPhone OS and BlackBerry OS that tightly control both hardware and software performing better than open platforms in real-world use. 3. Application stores have become a key differentiator, as they provide users easy access to thousands of apps and drive greater customer satisfaction, illustrated by the success of Apple's App Store.

1. Smartphone Market Trends
Justin Lee

2. Players Types at 3G Era
Mobile
33%
Device
Makers
Competitor
Mobile
Internet
Co
r
Services
o
etit
m
Internet
pe
mp
tito
Service Operator
Co
r
33% 33%
Providers
Source: IBM Analysis

3. Content
Voice
Data Service
Device
Browser Internet

4. Challenge to
Mobile Device Makers
Content
Voice
Data Service
Device
Browser Internet
Average selling price down

5. Challenge to
Operator
Content
Voice
Data Service
Device
Browser Internet

6. Challenge to
Operator
Content
Voice
Data Service
Device
Browser Internet
Voice ARPU down
ARPU=average revenue per user

7. Challenge to
Internet Service Provider
Content
Voice
Data Service
Device
Browser Internet

8. Challenge to
Internet Service Provider
Content
Voice
Data Service
Device
Browser Internet
Mobile devices have become important nodes

9. Content
Voice
Data Service
Device
Browser Internet
Smartphone

10. What is
smartphone?

11. Smartphone
is a small all-in-one device that is used for
communication
& computing
functions.
Source: Tech-faq

12. Most devices considered
smartphones
today use an
identifiable
and
open operating system ,
often with the
ability to add applications.
Source: Wikipedia

13. OS

14. Modern Smartphone OS
Symbian OS

15. Modern Smartphone OS
iPhone OS

16. Modern Smartphone OS
BlackBerry OS

17. Modern Smartphone OS
Windows Mobile

18. Modern Smartphone OS
Android

19. Modern Smartphone OS
WebOS

20. Linux Others
5% 2%
Windows Mobile
14%
Symbian OS
47%
BlackBerry OS
15%
iPhone OS
17%

21. Voice, SMS
Multiple Connection
3.5G, WiFi, Bluetooth
Personal Info. Management
Contacts, Calendar, To Do List
Internet Browser & Email
Multimedia
GPS
Photo, Music, Video

23. On 24 June 1998, Symbian Ltd. was formed to exploit
the convergence between PDAs and mobile phones.
NOKIA
Ericsson Sony Ericsson
Panasonic Samsung
Motorola Psion

24. User Interface Platforms for Symbian OS
S60 UIQ MOAP(S)
one hand operation touch close platform
Nokia N Series Sony Ericsson P Series NTT DoCoMo FOMA

25. Nokia N95,
is’s what
computers
have become
!quot;#$%&'!#$!

26. S60 Touch launched by Q4, 2008
Nokia Xpress Music 5800 Nokia N97

27. Nokia to acquire Symbian,
make it open source by 2010
unified platform
with common UI framework

28. Symbian Foundation
new support

29. Most popular smartphone platform
Best smartphone features
Large global development community
Too Complicated
Slow

30. iPhone OS

31. Mac OS X based Platform for Apple Mobile Device
iPhone OS
iPod Touch
iPhone

32. Mobile internet & entertainment
Direct manipulation UI

33. iPhone OS
Most attractive and usable smartphone
Best browser
App Store
No copy and paste
Apple’s control on 3rd party apps

34. BlackBerry OS

35. Software Platform for BlackBerry
BlackBerry OS
BlackBerry Flip BlackBerry Bold

37. Wireless email
QWERTY Keyboard

38. BlackBerry Storm with Touch Screen

39. BlackBerry Storm with Touch Screen

40. BlackBerry OS
Best email experience
Good usability
Less choice
Bad web browser
Not media centric

42. Win32 based Platform
combined with basic apps
HTC Touch Diamond Sony Ericsson XPERIA X1

43. Sync with Windows PC
Outlook& Office Mobile

44. Bad User Experience

45. Windows Mobile 7
focus on user experience

47. More choice
Advanced hardware
Design for business user
Special apps
Bad UI
Bad web browser

49. Linux based Platform for Mobile Device
T-Mobile G1

50. Open source platform
Integrated with
Google service
Mobile internet

51. Open Handset alliance
Handset Manufacturers Software Companies
Semiconductor Companies
Mobile Operators
Commercialization Companies

52. No limitation
Ultimate geek phone
Lack of business function

53. No limitation
Ultimate geek phone
Lack of business function
Can’t sync with PC

54. webOS

55. Linux Based Platform
with Web Technology Display Layer
webOS
Palm Pre

56. Great User Experience
Cards
multiple activities at once
Information aggregation
Outlook, Gmail, Facebook contacts
in one place

57. webOS
Too early to tell.

58. Market Trends

59. smartphones are driving
above-average growth
in global handset shipment
Overall Smartphone
27%
24%
9% 8%
7%
-2%
2008 2009 2010
Source: IDC / Dec 2008

60. Pure-play smartphone vendors
have become super-profitable
35%
Apple
30%
RIM
26%
HTC
21%
Nokia
Source: Strategy Analytics / Jun 2008

61. Open Platform vs. Closed Platform

62. Smartphone vendor ranking
changed last year.
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008

63. Apple shows 480% market share gain
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008

64. BlackBerry sees growth steadily
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008

65. Apple and RIM are relative
closed platform
Features available
Linux
Whole OS
LiMo
Android
Core Apps
Symbian OS
User Experience
Windows Mobile
iPhone OS
BlackBerry OS
Advanced Apps
Basic Apps
Some Public API Some Public API Some Public Code All Public Code
Platform openness
Source: Telefonica / Dec 2008

66. 77% of iPhone purchasers
described themselves as
very satisfied
with their user experience.
Source: Adobe / 2008

67. Why?

68. Open platform
are theorically wonderful.
Open is a key to innovation.

69. iPhone Killer?

70. iPhone Killer?

71. iPhone Killer?

74. User Experience Matters

75. Apple and RIM
have full control of the
hardware and software
they use in their systems.

76. More tight control systems
work better at real world.
Source: Business Week Technology and You / Nov 2008

77. Power of Open Source
WebKit: open source browser engine

78. Mobile Application Store

79. 34% of Smartphone owners
have not added an application to
their phone.
Source: Compete.com / Nov 2008

80. “I want to install applications on my smartphone,
but I don’t know where to find them.”
Carol, a smartphone owner
Source: Carol / Jan 2009

81. “If user don’t know how to add applications,
it’s a closed platform.”
Patrick, a smartphone owner
Source: Patrick / Jan 2009

82. iPhone owners
know how to add apps
34%
7%
Smartphone owner iPhone owner

83. Apple provide the
unified source
for iphone applications

84. Apple provide the
unified source
for iphone applications

85. “I'm not aware of anything.”
“We have more applications and more
phones in the hands of people and that's what
matters at the end of the day.”
Scott Horn, a general manager in Microsoft's mobile communications business
Source: Cnet / July 2008

86. Apps variety is NOT market share
BlackBerry Windows
Platform Symbian OS iPhone OS Palm OS
OS Mobile
HTC, HP,
Vendor Nokia etc. Apple RIM Motorola, Palm
Asus
Share 40% 17% 15% 12% 2%
Apps >12000 10000 18000 29000
Source: Canalys / Dec 2008

87. Microsoft Skymarket
Apple App Store
BlackBerry Storefront
Mobile Application Store
Android Marketplace
Nokia Download!
Plam App Catalog

88. Next Generation UI

89. Touch-Screen Phones
130% last year
increased
9.6million
4.2million
Sept. 2007 Sept. 2008
Source: comScore Media Matrix / 2008

90. Finger is the best stylus

91. Invisible UI

92. New Ecosystems Arising

93. ays of rich-media applications available to the consumer;
ent and brand are critical;
Illustration of a hypothetic ‘Apple’ centered ecosystem
em
Mac OS X
iTunes
iPhones Safari
iPods
dent
ue Mac PCs
tion TV
Apple TV
ing
alty or
reness Future
Devices
Large Developer Community
vice Sales
nity
18
Sep 2008

94. 01 The new role of OEMs and Internet
players APPS
UGC
GAMES NAVIGATION
MUSIC
MyNokia
NOKIA LifeBlog/
Nokia Maps
Nokia Music
Flicker
---- ----
SONY ERICSSON
Life Diary
SAMSUNG ----
APPLE
Android
GOOGLE ----
Amazon
Store
TELEFÓNICA ESPAÑA
5
Application Innovation & Open OS devices

95. How to Win?

96. Usability
Content
Solutions

97. “I realized my competition
was pen and paper, not
computers”
Jeff Hawkins, Founder of Palm Computing

98. Thank You!