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Apple brazil app proliferation 9.4
1. Experiential Media for
the Device Generation
Proliferation of Mobile Applications
Friday, September 7, 12
2. Proliferation of Applications
• Mobile Apps vs. Mobile Web
• Application Growth and Experience
• Consumer Behavior
Advertising Built on Consumer Utility
• How Does iAd Work
• iOS 6 Roadmap
Friday, September 7, 12
3. Apps Are Built Native to User Experience,
Mobile Web Replicates Desktop
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4. Access is Accelerated by Device Sales
+85%
800K Desktop and
Notebook
+50% Smartphone
and Tablet
Global Unit Shipments (MM)
600K
+30%
400K
200K
0
2005 2006 2007 2008 2009 2010 2011E 2012E 2013E
Source: Mary Meeker/KPBD: Katy Huberty, Ehud Gelblum, Morgan Stanley Research. Data and Estimates as of 2/11.
Friday, September 7, 12
5. Smartphone Penetration Will More
Than Double by 2016
Latin America
2010 3% Brazil
3%
2011 9%
10%
2012 15%
17%
2013 21%
23%
2014 27%
30%
2015 34%
38%
2016 40%
44%
0% 12.5% 25% 37.5% 50%
eMarketer Worldwide Mobile User Forecast
Friday, September 7, 12
6. Media Preference Growing Among Apps
Highest YOY Increase Among Apps
Frequency of Use - By Media Type
Mobile
Apps
12%
From 2010
TV 7%
From 2010
Online/ 5%
Websites From 2010
25%
Source: Apple custom study with Nielsen, October 2011..
Friday, September 7, 12
7. App Usage is Ubiquitous in Brazil
Among Smartphone owners...
75% Access Apps Daily
14 Apps installed on average
6 Apps used in the last 30
days
eMarketer Worldwide Mobile User Forecast, Google, Our Mobile Planet Brazil Sudy
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8. Why Apps?
Device Content Behavior
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9. Apps transform how people
experience and consume content
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19. Building New Moments
Multitask Activities with iPad Multitask Activities with iPhone
91% 88%
82% 81%
79% 95%
76% 88%
48% 71%
45% 56%
39% 92%
35% 73%
0 0.238 0.475 0.713 0.95 0 0.238 0.475 0.713 0.95
Watching TV Lying in Bed Waiting for Someone/Something With Friends and Family
In the Bathroom Attending a Meeting/Class Shopping/Running Errands Commuting
Source: September 2011 Nielsen Mobile Connected Device Report.
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20. #3
Actions Speak Louder Than Likes
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21. It’s only the beginning.
2010 8.2 Billion
2014 185 Billion
Apps Downloaded Worldwide
Source: Gartner, Inc. January 26, 2011.
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22. App ecosystem is based in
human behavior, not clicks.
Friday, September 7, 12
