Mobile Manifest: Paul Amery, Vodafone 360


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Mobile Manifest - Checkout the apps on that! took place in The Digital Media Centre in Barnsley on 21st July 2010. The event provided a showcase for five regional developers, with addtional insight from Microsoft, Vodafone, and Nokia. More details on this and other mobile focused events can be found at

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  • t'Internet? Rreally?

    If that the kind of lazy, idiotic stereotype Vodafone would like to perpetuate, then I'll happily characterise their strategy as the delirious fantasies of a company that's really nothing more than a dumb bit pipe ;)
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Mobile Manifest: Paul Amery, Vodafone 360

  1. 1. Mobile t’Internet apps Paul Amery Independent Consultant – Vodafone UK
  2. 2. Paul Amery: Apps & Product Consultant Launched Orange Partner 50,000+ ISV and software partners Ex-Platform Director at Skype Launched Skype Extras to 300m users VF Group/UK Apps Lead (360) Hundreds of branded apps to market <ul><li>CURRENT </li></ul><ul><li>Co-Founder & Director of JAMBOLABS: Product agency - mobile products & apps biz dev and delivery </li></ul><ul><li>Clients: Operators, Brands – mainly across EMEA. Place interim consultants or one-off workshops </li></ul><ul><li>Personal consulting project: Interim apps lead at Vodafone UK </li></ul><ul><li>Claim: Probably most experienced Apps Platform experts in the Industry </li></ul>
  3. 3. What I’ve learned <ul><li>Multi-platform publishing and support will become a pain point for you </li></ul><ul><li>Hire the best UE teams you can </li></ul><ul><li>If in doubt offer 2 version: lite and premium </li></ul><ul><li>You will make about 1/3 of what your revenue projections suggest </li></ul><ul><li>Operators are the hardest channel to sell to, but maintain good relations </li></ul><ul><li>Engage OEMs and brands direct: LG, Nokia, MTV etc </li></ul><ul><li>Look for opportunities: understocked categories, successful on other platforms </li></ul><ul><li>Mature markets beyond RSS apps, use APIs where possible </li></ul><ul><li>Don’t forget emerging markets – Opera mini, RSS feeds ok </li></ul>
  4. 4. Contacting me Vodafone: Agency: [email_address] Twitter: @pauly71
  5. 5. 30+ mobile channels. 7+ platforms  Brand’s priority app channel Apple 220,000+ 4-10 billion (inc. music) 50m+ Apple App Store S60, S40, Maemo 5500 (4k app, 1.5k themes) - 200m+, 100+ devices Nokia Ovi JIL/W3C. LiMo/S60 9000 2m 4m+ Vodafone 360 Windows Mobile 20,000+ - 50 OEMs, 160 operators Windows Marketplace WM, Blackberry, Android - - 30m+ subscribers Web2go (T-mobile USA) Symbian, WM, Bada 1000-2000 - - Samsung App Store Symbian, WM, Proprietary - - 25m+, 78 models, 19 markets Play Now (Sony Ericcson) Palm Web OS 125+ 8m+ 1m+ Palm App Catalog Android, RIM, WM, Symbian 200-500 - - Orange App Store iPhone, Android, Symbian, WM 4000 at launch - 493m subscribers Mobile Market (China Mobile) WM 1400 - - LG Application Store iPhone, Android, Blackberry, Symbian, WM, Palm 50,000+ 600m+ 2b (1700+ device models) GetJar Blackberry RIM 5000+ ? 25m Blackberry Android 70,000+ ? 6m Android Platforms Apps in store Downloads Approx Device Base App Store / Channel
  6. 6. the platform/app story … but there’s a fairly typical route to market Build a platform and pipeline Attract & Educate Developers (long tail) Engage Brands Build Test & Certify Distribute Fulfil
  7. 14. Vodafone UK – live branded apps <ul><li>Want to take the hassle out of looking for your next job? As the original multi-sector recruitment site in the UK, over 7 million job seekers have registered with us to help them find a new job. Now that award winning technology comes to your mobile </li></ul><ul><li>Review property for sale and rent with full property descriptions, full screen photos and floor plans. Save the ones you like, email to friends or arrange a viewing, all on the move and all on your phone. </li></ul>
  8. 15. <ul><li>Teletext Holidays' Travel Tip-off gives you instant access to ten of our very best deals of the day. Streamlining the holiday booking process, the simple interface with departure info and price makes it easy for you to choose, save an offer for later or call, book and get away </li></ul>Vodafone UK – live branded apps <ul><li>Searching for your next car using your Vodafone 360? Good news: the hunt's just got way easier. Our nifty new search app connects you to our huge listing of 150,000 used cars from main dealers, independent traders, car supermarkets and private ads across the UK. </li></ul>
  9. 16. Vodafone UK – live branded apps <ul><li>Stay on track with this official National Rail Enquires app. It provides Live Departure and Arrival information for all National Rail stations plus a full Journey Planner for rail routes across the UK. </li></ul><ul><li>Want to find your nearest McDonald's? This app will show you the nearest restaurant and provide all the information you need, including a map to easily find it, details of opening times and facilities. </li></ul>
  10. 17. Vodafone UK – live branded apps <ul><li>Sccope, spend less and buy more from retailers you know and trust. </li></ul><ul><li>Take TV wherever you go with our new Mobile TV app. Watch live sport, soaps, new music videos, and much more. Featuring live channel updates, free trial offers and new features like 'My Favourites' - allowing you to create custom-made list of the channels you love. </li></ul>Vodafone Mobile TV
  11. 18. Vodafone UK – live branded apps <ul><li>The Keep Moving application provides up-to-date UK road traffic info. </li></ul><ul><li>Search and book your hire car quickly and simply with extra discount for booking on mobile., the low cost, online car hire specialist, is one of the leading international car rental brokers with a worldwide network of more than 2,400 locations. </li></ul>
  12. 19. Vodafone UK – live branded apps <ul><li>Want to know which restaurants have special offers? This widget will display toptable restaurants with special offers near you. </li></ul><ul><li>Want to know all the best places to eat in your area? Whether it’s a morning coffee, fast food, a recommended restaurant or a pub lunch, ‘Bite To Eat’ gives you the best places to eat in your area every day. </li></ul>BITE TO EAT
  13. 20. Other available apps in the 360 Store