Benedict Evans, consultant with media & technology analyst firm Enders Analysis, believes we are in a fundamental transition in the way we use digital information. With HTML5, the way we receive that information is set to change too.

1. HTML5 Communication
Communicate Seminar
Benedict Evans / benedict.evans@endersanalysis.com / +44 7880 786 727 / @benedictevans
June 2012

2. The explosion of smartphone sales
Quarterly smartphone unit sales (m)
90
80
70
60
50
40
30
20
10
0
Dec-2008 Jul-2009 Jan-2010 Aug-2010 Feb-2011 Sep-2011 Apr-2012
iPhone Android Symbian RIM Windows Phone
Source: Companies, Enders Analysis
HTML5 Communication, June 2012 2

3. Divergence of platforms
Q4 2011 global smartphone market
50
45
40
35
30
Units (m)
25
20
15
10
5
0
0 100 200 300 400 500 600 700 800
Reported ASP ($)
Nokia smart Motorola HTC iPhone RIM SonyEricsson Samsung Android (e)
Source: Companies, Enders Analysis
HTML5 Communication, June 2012 3

4. Over 450m combined users of iPhone and Android – about 10% of the global base
Estimated global smartphone install base (m)
350
298
300
250
218
200 178 179 177
167 164 165
150 141
112 118
103 94 97 101 101
100
50
0
iPhone Android Symbian RIM
Jun-2011 Sep-2011 Dec-2011 Mar-2012 Source: Companies, Enders Analysis
HTML5 Communication, June 2012 4

5. Tablet sales continue to explode
Quarterly tablet unit sales (m)
20
18
16 2.2
14
3.1 2.8
12
10 2.4
8 15.4
6 11.1 11.8
9.2
4 7.3
2 4.2 4.7
3.3
0
Jun-2010 Sep-2010 Dec-2010 Mar-2011 Jun-2011 Sep-2011 Dec-2011 Mar-2012
iPad Android premium Source: Apple, Google, Enders Analysis
HTML5 Communication, June 2012 5

6. Apple is the biggest PC maker – iPad is bigger than HP’s PC business
Apple versus the PC industry: quarterly shipments (m)
100
90
80
70
60
50 71 72
66 66
40
30
20
10 11 15
5 15 9 15 16 15
0 4 4 5 5
Apple Windows Apple Windows Apple Windows Apple Windows
2011 Q1 2011 Q2 2011 Q3 2011 Q4
Macs iPad HP Other [Source: Apple, Gartner]
HTML5 Communication, June 2012 6

7. Consumerisation of IT
• “Eighty-seven percent of IT managers said workers get their Mobile users consuming news
smartphones and other mobile devices from the
company, and that the company covers their costs. Yet more
than half of employees with iPhones, Android phones and
iPads said they bought the devices themselves” 50%
46%
45%
• 40% of devices used to access business information are owned
by employees, up from 30% a year ago 40%
35%
• IDC – IT managers think 35% of staff have smartphones –
actual figure was 69% 30%
25%
• 60% of business users are using smartphones for browsing
business information
20%
15%
10%
10%
5%
0%
Business professionals Consumers
[Source: FT]
HTML5 Communication, June 2012 7

8. The cost of multiple platforms
HTML5 Communication, June 2012 8

9. HTML5: platforms and routes to market
Products requires rich experiences
It is possible to deliver the desired
that are only possible with a
experience using only HTML5
native app
Product needs the ease of
installation, route to market and
Condé Nast ‘Wrapper’ hybrid applications
built-in frictionless payment that
come with an app store
Product can swim outside the app
Not viable Financial Times
store
HTML5 Communication, June 2012 9