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How Have Apps Changedthe Mobile Content Ecosystem?       10 Trends We’ve Seen So Far                 Praveen Rajan    Head...
5 Things About Malaysia
5 Things About Malaysia
5 Things About DiGi
5 Things About DiGi
Have Apps Made a Difference?
Most Analysts Claim That Operators Are Doomed
… but it’s Never Been Easier to Sell the Internet
So, Here’s 10 Things That We Have Seen
1           Everyone Has Favourites    Thousands to choose from, you’re bound to like something tangible
1   Everyone Has Favourites        3 apps I use most on my iPhone
1                                    Everyone Has Favourites                              45% of new DiGi iPhone customers...
1   Everyone Has Favourites
2       iPhone App Store is the Benchmark    Other smartphones don’t offer the wide variety, although Android is catching up
2       iPhone App Store is the Benchmark    Other smartphones don’t offer the wide variety, although Android is catching up
2                        iPhone App Store is the Benchmark                       DiGi iPhone customers download 4x more ap...
2   iPhone App Store is the Benchmark
3       Sell VAS the App Store Way    Replicate the App Store buying experience to sell traditional VAS                   ...
3   Sell VAS the App Store Way    DiGi Store brings 100+ existing VAS into a simple store
3   Sell VAS the App Store Way
4                                                    App Discovery                             New customers facing proble...
4                                             App Discovery                                       How do you find the righ...
4              App Discovery    Pushing DiGi recommendations online and via mobile
4   App Discovery
5                     Content Discovery    Build your own recommendation services to drive usage of mainstream apps       ...
5   Content Discovery
6                   WAP Portal Rethink    More customers churning from WAP start page, using App Stores instead
6   WAP Portal Rethink
7      Tool for BTL Activities    Plenty of new ways to use apps to excite customers
7   Tool for BTL Activities
8         Feature Phones Need Some Loving Too                 Less emphasis, but find quickest way to capitalise on Apps c...
8   Feature Phones Need Some Loving Too          GetJar is a viable whitelabel solution to drive usage
8   Feature Phones Need Some Loving Too
9         Customers Expecting Fast Downloads                 Protecting the network early ahead of the smartphone boom    ...
9   Customers Expecting Fast Downloads            Consistent throughput matters most
9   Customers Expecting Fast Downloads
10                       Difficult to Justify DiGi Branded Apps                                 Suppliers overcharging ope...
10   Difficult to Justify DiGi Branded Apps
Summary Apps Have a              Bet on the Right            Opportunity forPositive Effect            Smartphones        ...
Questions?
How Have Apps Changed the Mobile Content Ecosystem?
How Have Apps Changed the Mobile Content Ecosystem?
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How Have Apps Changed the Mobile Content Ecosystem?

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10 Trends (we’ve seen so far). Presented at AppsXchange Asia in Singapore. 16 June 2010

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How Have Apps Changed the Mobile Content Ecosystem?

  1. 1. How Have Apps Changedthe Mobile Content Ecosystem? 10 Trends We’ve Seen So Far Praveen Rajan Head of Mobile Internet, DiGi Telecommunications AppsXchange Asia 16 June 2010, Singapore
  2. 2. 5 Things About Malaysia
  3. 3. 5 Things About Malaysia
  4. 4. 5 Things About DiGi
  5. 5. 5 Things About DiGi
  6. 6. Have Apps Made a Difference?
  7. 7. Most Analysts Claim That Operators Are Doomed
  8. 8. … but it’s Never Been Easier to Sell the Internet
  9. 9. So, Here’s 10 Things That We Have Seen
  10. 10. 1 Everyone Has Favourites Thousands to choose from, you’re bound to like something tangible
  11. 11. 1 Everyone Has Favourites 3 apps I use most on my iPhone
  12. 12. 1 Everyone Has Favourites 45% of new DiGi iPhone customers have at least 5 favourite apps How many favourite apps do you have? 45% 30% 25% 5 or more Between 1 to 4 NoneSOURCE: Internal survey of new DiGi iPhone customers, Q2 2010
  13. 13. 1 Everyone Has Favourites
  14. 14. 2 iPhone App Store is the Benchmark Other smartphones don’t offer the wide variety, although Android is catching up
  15. 15. 2 iPhone App Store is the Benchmark Other smartphones don’t offer the wide variety, although Android is catching up
  16. 16. 2 iPhone App Store is the Benchmark DiGi iPhone customers download 4x more apps compared to Nokia customers How many apps have you downloaded in the last 30 days? 8 4 2 iPhone Blackberry NokiaSOURCE: Internal survey of new DiGi customers that signed up for smartphone contracts, Q2 2010
  17. 17. 2 iPhone App Store is the Benchmark
  18. 18. 3 Sell VAS the App Store Way Replicate the App Store buying experience to sell traditional VAS • Ease of use • Single click buying • Visually appealing
  19. 19. 3 Sell VAS the App Store Way DiGi Store brings 100+ existing VAS into a simple store
  20. 20. 3 Sell VAS the App Store Way
  21. 21. 4 App Discovery New customers facing problems in finding the right apps to download Why have you not downloaded any apps? 45% 40% 15% Dont know what to Too many choices Not interested downloadSOURCE: Internal survey of new DiGi iPhone customers that did not download any apps in first 30 days, Q2 2010
  22. 22. 4 App Discovery How do you find the right app amidst the clutter?SOURCE: Distimo, Mobile World Congress 2010
  23. 23. 4 App Discovery Pushing DiGi recommendations online and via mobile
  24. 24. 4 App Discovery
  25. 25. 5 Content Discovery Build your own recommendation services to drive usage of mainstream apps Alerts
  26. 26. 5 Content Discovery
  27. 27. 6 WAP Portal Rethink More customers churning from WAP start page, using App Stores instead
  28. 28. 6 WAP Portal Rethink
  29. 29. 7 Tool for BTL Activities Plenty of new ways to use apps to excite customers
  30. 30. 7 Tool for BTL Activities
  31. 31. 8 Feature Phones Need Some Loving Too Less emphasis, but find quickest way to capitalise on Apps craze Majority of Phones are Not Suitable for Mobile Internet What’s the % of Smartphones in Your Base?
  32. 32. 8 Feature Phones Need Some Loving Too GetJar is a viable whitelabel solution to drive usage
  33. 33. 8 Feature Phones Need Some Loving Too
  34. 34. 9 Customers Expecting Fast Downloads Protecting the network early ahead of the smartphone boom Big Screen Consumption Small Screen Consumption
  35. 35. 9 Customers Expecting Fast Downloads Consistent throughput matters most
  36. 36. 9 Customers Expecting Fast Downloads
  37. 37. 10 Difficult to Justify DiGi Branded Apps Suppliers overcharging operators & no in-house competencies Average quoted development cost for a DiGi branded app 35% 30% 25% 10% More than Between Between Less than RM500k RM150k to RM50k to RM50k RM500k RM150kSOURCE: Internal survey of recent quotations from vendors to create iPhone apps for DiGi, Q2 2010
  38. 38. 10 Difficult to Justify DiGi Branded Apps
  39. 39. Summary Apps Have a Bet on the Right Opportunity forPositive Effect Smartphones Smart PartnershipsIncreased stickiness & iPhones & Androids Operators unlikely to buildMobile Internet usage showing biggest potential too many apps for apps Leverage on existing apps, marketed through operators
  40. 40. Questions?

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