This document summarizes opportunities for mobile startups and developers. It notes that over 1.2 billion handsets were sold in 2009, with smartphones led by iPhone, Symbian, and Android platforms. It then discusses strategies for getting traction, including partnering with handset manufacturers, mobile operators, media companies, or leveraging an existing brand. Alternative platforms beyond the iPhone like Symbian, Android, BlackBerry, and Windows Phone are also mentioned. The document concludes with a case study of a successful independent developer who created a popular app that identified alternative phone numbers to expensive 0870 numbers and earned over $680 in its first two weeks on iPhone through advertising.

1. The disruptive opportunities for startups in mobile and getting traction fast, by Ewan MacLeod Editor, Mobile Industry Review @ew4n @mobileindustry

2. Contents Me The Market Making it big Life Beyond iPhone Developer Case Study

7. 1.7 billion credit cards1.2 billion Handsets sold in 2009 (Gartner) - 300m TVs - 280m new PCs

8. Phone sales breakdown…

9. Handset sales in 2009 Gartner, Feb 2010

10. Handset sales in 2009 Gartner, Feb 2010

11. Handset sales in 2009 Nokia shipped 1.4m phones today Gartner, Feb 2010

12. 2009 Smartphone Sales by platform, Gartner

13. In the UK… 19 million handsets sold last year 85% of adults own a mobile phone Saturated marketplace Vodafone: 18m O2: 22m T-Mobile: 17m Orange: 17m Three: 4.4m (TMOrange: 34m)

14. So what mobile platforms are popular for developers?

15. Source: Ewan’s mind

16. Let’s have a look at 2009’s global smartphone sales…

17. 2009 Smartphone Sales by platform, Gartner

18. Smartphone Sales by platform, Gartner, Feb 2010

19. “Nobody ever got firedfor buying IBM” THEN:

20. “Nobody ever got firedfor developing on iPhone” NOW:

21. Making it big…

22. Handset Manufacturer Immediate distribution to millions by embedding your app Difficult

23. Mobile Operator Can also market & embed your app to millions Difficult

24. Existing Media Conglomerate Can also market & embed your app to millions; usually have media to help you Hard

25. Existing Brand Brand name, celebrity – anything familiar to consumers Easier

26. Sleep With App Store Editor An hour on the ‘frontpage’ can deliver lots of downloads Difficult

27. Advertise on AdMob, GetJar Very popular; Other mobile advertising networks are available Easy

28. Public Relations A mention in The Times is often good for 10,000 downloads Hard

29. Get reviewed by mobile sites Like The Application Review. Set your expectations low in terms of immediate downloads. Easy

30. A really, really good idea Consumers will do their own word-of-mouth marketing for you Difficult

31. Being first can help Think carefully about developing for other platforms. Nobody else is…

32. And remember! Developing on the iPhone is…

33. With 185,000 apps, it’s a total lottery

34. Beyond iPhone?

35. Beyond iPhone… Nokia (Symbian, MeeGo) Android BlackBerry Vodafone Samsung, LG, Windows Phone

36. NOKIA Time for just one example…

37. Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian… 2010: Watch them closely They’re currently turning the proverbial oil tanker C3, C6, E5 are examples of what’s to come

38. Nokia C3 €90 / £78 / $120

39. Nokia E5 €180 / £158 / $242

40. Nokia C6 €220 / £192 / $296

41. Nokia C6 €220 / £192 / $296

43. Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian… 2010: Watch them closely Nokia’s Ovi Store is doing well Respectable 1.6m downloads daily Ovi Store baked into all new handsets Qt development Will completely change developer paradigm Write-once deploy anywhere SDK Qt.nokia.com QT Creator…

45. Developer Opportunities Some mobile companies desperate for your attention

49. Windows Phone Don’t forget Windows Phone, coming this holiday season…

50. Developer Case Study

51. Simon Maddox Independent superstar developer www.simonmaddox.com @simonmaddox

52. ‘0870’

53. 0870 by Simon Maddox Finds alternatives to 35p/min 0845 and 0870 numbers Free app Spent 429 days ‘in review’ Whilst Apple & o2 wondered what to do Advertising funded using AdMob Saved users £268,000 in one month Launched with good press from: The Telegraph, The Guardian, TechCrunch Acceptance delay = good, juicy story

54. 0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com

55. 0870 Ad Revenue Stats Day 1: position 79, $25.58 Day 2: position 29, $67.04 Day 3: position 7, $120.08 <- peak in ad revenue Day 4: position 5, $118.76 Day 5: position 4, $62.48 <- peak in iTunes charts Day 6: position 5, $49.41 Day 7: position 5, $33.23 Day 8: position 5, $40.03 Day 9: position 7, $23.96 Day 10: position 8, $15.28 Day 11: position 16, $17.45 Day 12: position 17, $27.37 Day 13: position 25, $36.40 Day 14: position 30, $25.65 Day 15: position 30, $18.01 Total: $680.73 (£457) $9/day = £2,204 a year

56. Downloads since launch

57. MoneySavingExpert.com Downloads since launch

58. Downloads in the last 30 days

59. Featured in Sunday Times Downloads in the last 30 days

60. 0870 by numbers iPhone downloads: 427,484 Best chart position: 4 Approval time: 429 days Android downloads: 14,244 Best chart position: 21 Approval time: 1 second Palm Pre: 1,943 Best chart position: 1 (for 4 hours) Approval time: 5 working days Quick tweet to @palm and @adora sped things up Acquisition requests: 3

61. Q: Did 0870 make you a millionaire? No - not even close I've made $2,590.63 so far $10-20 per day in revenue I put absolutely no time into it whatsoever, so it's nothing to grumble at It's paid for an awesome holiday But I couldn't run a business like this

62. What was easier, iPhone or Android? Much easier on the iPhone My Android 0870 version is pretty cool Because the app runs in the background

63. Which platform first? My clients only ask for iPhone Customers can easily buy/download app And I can make it look absolutely awesome Brands want consumers to have a good user experience

64. Simon’s Top 3 Priority List iPhone Android Blackberry Ignore everything else The other platforms are just too expensive to develop for, and chances are you'll never see a return

65. Questions? em@ewan.net +44 7769 658 104 @ew4n