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Next generation services
Mobile in a passionate environment
             Ecosystem
Mobile is emotion!

  • Mobile is people
  • Mobile is communication
  • Mobile is targetting
  • Mobile is money
  • Mobile is passion
  • Mobile is services
Mobile is people
Todays penetration of mobile
             web
10 – 20% in most countries WW
       (Nielsen Mobile)
20 – 30% by end of year 2009
10 years of mobile, 1998 - 2008




Nokia 5110    SonyEricsson T610   Nokia N70   Apple iPhone 3G
  1998              2003            2005           2008
Mobile is communication
Environment for passionate applications

200x - 2008

                                              Content provider




                                          Mobile
                   Technology provider                                  Manufacturer

                                         operators




                                          Enablers, agencies, brands,
                                                      …..
But….
Imagine if…
A smart phone company launched
  their own phone, and blocked
 operators from using their own
          content decks
(zero phones will released with that
            until now)
…Wait….
They‘ve already done that
Environment for passionate applications

2009 - 2010

                                              Content provider




                                         Manufacturer
                   Technology provider                                  Mobile operator




                                          Enablers, agencies, brands,
                                                      …..
Learn from our mistakes, and don‘t repeat them!
So….
Imagine if…
Smart phones were out
distributed out to the market
(most of phones released today
       are smartphones)
Data connection costs were
  minimum, data capping was
           present
(UK introduced Q1/2009, other countries to
                 follow)
People won‘t care about
operator decks – why?
Operators can‘t manage the speed of
development that thousands of developers
can generate.
People won‘t care about
manufacturer stores – the
mobile internet will be open and
accessible.
Manufacturers working in a closed
environment = like Apple, doesn‘t work.
Developers need freedom.
Environment for passionate applications

Wouldn‘t this mean, that finally, the important guy went in the
middle?
                                              Application providers




                                           Manufacturer




                                          USER                           Passion provider
                      Content providers
                                                                         (Lifestyle, games)




                                          Mobile operator



                                            Agencies, enablers, brands
                                                        ,…
Mobile is targetting
What do we need?

 • For a passionate environment to grow, we need:

                                   +
What do we need?

 • For a passionate environment to grow, we need:

                                   +

                                            Content providers

                                           Mobile operators

                                          Content providers

                                          Mobile operators
Mobile environment not ready
        for emotion!
Future of mobile applications

Current

             Operator decks                    Embed links

                       Discovery

Future

          Search              Links / Direct   AppStore‘s

                       Discovery
Mobile is passion
Self Central - Vodafone quot;Cyworldquot;

• Vodafone in New Zealand has launched a mobile
  social networking service similar to Cyworld
  branded Self Central
• Users have rooms and avatars
• Part of Self Central's attraction is a user-
  generated content revenue-sharing model similar
  to SeeMeTV, but Self Central gives back 20% of
  UCG content revenues to original creator

  Source: Mobile Monday Amsterdam 24 Sept 007
What is mobile?
                                Communicating?
             Music listening?


                Browsing?
                Gaming?         Advertising?
                Reading?
                Video?


            Messaging?          Camera?
            E-mail?
            IM?



          Calling?
Mobile is…

             JOHNS PHONE
Mobile is money
      $$$
ADVERTISE ON MOBILE!




ADVERTISE ON MOBILE!
Business models for passionate
applications
  • iPhone application developers not making money
  • Only few of them are really profitable
  • Ad-funded model not generally working
  • As of right now, working only locally
Business models for passionate
games




    Ad-funded model in mobile games doesn‘t really
                       work yet
Operators failing

  • 2001 – dial-up prices
  • 2004 – kB prices
  • 2006 – fixed internet prices
  • 2008 – fixed mobile internet prices
  • 2009+ - capped mobile internet prices
  • 2010 – bundled mobile internet / free mobile
  internet?
Where‘s the money?

  • Mobile games?
  • Mobile content?
  • Ad-funded content?
  • Mobile services?
  • Mobile applications? Lifestyle? Usable?
Where‘s the money?
Mobile is services
Next generation mobile services

 Skype

  • Skype is the biggest mobile IM and calling service
  • Competitors: MSN, Yahoo IM, AOL/ICQ, eBuddy.
Next generation mobile services

 Social search engines

  • Social search engines that find
  places / things / events based on not
  other people, but your social circle
THANK YOU!


                          Jan Rezab

             E-mail me: jan.rezab@hungrymobile.com
               Blog: http://blog.hungrymobile.com


  Find me:         Connect me:      Follow me:       View me:

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Hungry Mobile Euro Mobile Media

  • 1. Next generation services Mobile in a passionate environment Ecosystem
  • 2. Mobile is emotion! • Mobile is people • Mobile is communication • Mobile is targetting • Mobile is money • Mobile is passion • Mobile is services
  • 4. Todays penetration of mobile web 10 – 20% in most countries WW (Nielsen Mobile)
  • 5. 20 – 30% by end of year 2009
  • 6. 10 years of mobile, 1998 - 2008 Nokia 5110 SonyEricsson T610 Nokia N70 Apple iPhone 3G 1998 2003 2005 2008
  • 8. Environment for passionate applications 200x - 2008 Content provider Mobile Technology provider Manufacturer operators Enablers, agencies, brands, …..
  • 10. A smart phone company launched their own phone, and blocked operators from using their own content decks (zero phones will released with that until now)
  • 12. Environment for passionate applications 2009 - 2010 Content provider Manufacturer Technology provider Mobile operator Enablers, agencies, brands, …..
  • 13. Learn from our mistakes, and don‘t repeat them!
  • 15. Smart phones were out distributed out to the market (most of phones released today are smartphones)
  • 16. Data connection costs were minimum, data capping was present (UK introduced Q1/2009, other countries to follow)
  • 17. People won‘t care about operator decks – why? Operators can‘t manage the speed of development that thousands of developers can generate.
  • 18. People won‘t care about manufacturer stores – the mobile internet will be open and accessible. Manufacturers working in a closed environment = like Apple, doesn‘t work. Developers need freedom.
  • 19. Environment for passionate applications Wouldn‘t this mean, that finally, the important guy went in the middle? Application providers Manufacturer USER Passion provider Content providers (Lifestyle, games) Mobile operator Agencies, enablers, brands ,…
  • 21. What do we need? • For a passionate environment to grow, we need: +
  • 22. What do we need? • For a passionate environment to grow, we need: + Content providers Mobile operators Content providers Mobile operators
  • 23. Mobile environment not ready for emotion!
  • 24. Future of mobile applications Current Operator decks Embed links Discovery Future Search Links / Direct AppStore‘s Discovery
  • 26. Self Central - Vodafone quot;Cyworldquot; • Vodafone in New Zealand has launched a mobile social networking service similar to Cyworld branded Self Central • Users have rooms and avatars • Part of Self Central's attraction is a user- generated content revenue-sharing model similar to SeeMeTV, but Self Central gives back 20% of UCG content revenues to original creator Source: Mobile Monday Amsterdam 24 Sept 007
  • 27. What is mobile? Communicating? Music listening? Browsing? Gaming? Advertising? Reading? Video? Messaging? Camera? E-mail? IM? Calling?
  • 28. Mobile is… JOHNS PHONE
  • 31. Business models for passionate applications • iPhone application developers not making money • Only few of them are really profitable • Ad-funded model not generally working • As of right now, working only locally
  • 32. Business models for passionate games Ad-funded model in mobile games doesn‘t really work yet
  • 33. Operators failing • 2001 – dial-up prices • 2004 – kB prices • 2006 – fixed internet prices • 2008 – fixed mobile internet prices • 2009+ - capped mobile internet prices • 2010 – bundled mobile internet / free mobile internet?
  • 34. Where‘s the money? • Mobile games? • Mobile content? • Ad-funded content? • Mobile services? • Mobile applications? Lifestyle? Usable?
  • 37. Next generation mobile services Skype • Skype is the biggest mobile IM and calling service • Competitors: MSN, Yahoo IM, AOL/ICQ, eBuddy.
  • 38. Next generation mobile services Social search engines • Social search engines that find places / things / events based on not other people, but your social circle
  • 39. THANK YOU! Jan Rezab E-mail me: jan.rezab@hungrymobile.com Blog: http://blog.hungrymobile.com Find me: Connect me: Follow me: View me: