This document discusses the growing mobile applications economy. It notes that more people access Facebook from mobile than desktop, and in 2009 there were over 3.7 billion mobile subscriptions globally. Mobile app usage is increasing rapidly in categories like social networking, news, sports and banking. The major mobile platforms like Symbian, Apple, Microsoft and Android are driving the app economy. Native, web and hybrid mobile apps are described and examples given. Challenges like platform fragmentation, billing and regulations are also discussed.

1. Going Mobile?
Mobile apps and internet
Jure Sustersic
Developer Relations
Forum Nokia
June 4, 2010

2. 6/4/2010 © 2010 Nokia 2
Contents
– Mobile applications driving the mobile content economy
– Serbia application consumption
– Mobile Platforms’ role in the app economy
– Types of applications
– Development and distribution of applications

3. © 2010 Nokia

4. © 2010 Nokia
Trivia…
• There are more people accessing Facebook from mobile than the
desktop
• In 2009 there were over 3.7 bn mobile subscriptions active globally
• That Nokia has shipped over 1bn mobile phones
• Based on my calculations, while I was saying this there were around
1000 mobile applications downloaded and generated around 20.000
EUR of direct transaction revenues

5. © 2010 Nokia
The app economy…

6. © 2010 Nokia
Growing demand for Applications
Application Access Category Apr-09 Apr-10 % Change
Used application (except native 54,414 69,639 28
games)
Social Networking 4,270 14,518 240
News 4,148 9,292 124
Sports Information 3,598 7,672 113
Bank Accounts 2,340 4,974 113
Weather 8,557 18,063 111
Movie Information 3,296 6,359 93
Maps 8,708 16,773 93
Online Retail 1,416 2,701 91
Photo or Video Sharing Service 3,131 5,950 90 Fastest-Growing Content Categories via Application Access
3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009
Search 5,434 10,315 90 Total U.S. Age 13+
Source: comScore MobiLens

7. © 2010 Nokia
... And it’s not a U.S. only phenomena
Mobile apps study result from Serbia
(Apr 2010) shows demand is high:
• 37% of the respondents have already used
mobile apps
• App user have installed 9,4 Apps in average
on their device.
• 22% of the app users have already bought
charged apps.
Base: n=206, source: checkbox.com

8. © 2010 Nokia
AppStores dominating distribution
From what sources have you downloaded your Apps in the past?
(aided, multiple responses possible)

9. © 2010 Nokia
Demand for hyper local is growing
• Actual news, international news, weather
forecast, tv program
• Real time scores, betting on the mobile,
sports news
• Flight schedules, flight reservations, price info, delays,
Bus/train schedule, tickets/reservation, route
changes/delays
• Deliveries tracking, prices, delivery
ordering

10. © 2010 Nokia
Platforms are driving the app-economy
Worldwide Smartphone market by OS vendor Market
shares 4Q 2009 in % (Source: Canalys) Share (%) of Smartphone
Subscribers EU5
Total sub. base 100.0%
Symbian 60.9%
Apple 14.5%
Microsoft 14.1%
RIM 8.3%
Google 2.0%

11. © 2010 Nokia
Mobile Technology Adpotion
The Innovative Web Giants The Traditional Giants
The Mobile Netrepreneurs
The Long-tailers

12. © 2010 Nokia
Setting the mobile strategy…
Depends on many variables. Key drivers for this is the nature of the business:
• Mobile only?
• Online and Mobile
• Brick & Mortar

13. © 2010 Nokia
Know your buisness…
• How can your core business benefit from mobilization?
• What are the key use cases in mobile you can or/want to support?
• What business model to apply?
• What resources do I need?
• How do I define and track performance, quality

14. © 2010 Nokia
… to find an appropriate mobile strategy
• Mobile Advertising only
– SMS, Banners
• Mobile Site
– WAP, xHTML, HTML
• Mobile Application
– Information delivery (Product info)
– Marketing campaigns
– Content delivery (news and infotainment)
– CRM
– Transactions
– “True” mobilisation

15. © 2010 Nokia
Internet evolution thru a mobile screen
Full HTML browser Mobile-optimized Widgets offer focused, Widgets + Platform
lets mobile sites serve specific optimized front-ends Services offer
consumers needs and tasks to Web-based seamless integration
experience the information and of the Web with
complete Web services personal context

16. © 2010 Nokia
Nokia portfolio is set for apps
Phones Smartphones Computers
(Series 40) (Symbian) (Maemo)
Develop Java apps
Develop Native Apps
Develop Web Apps Develop Web Apps

17. © 2010 Nokia
What are web apps
• Web sites often not suitable for small screens
• Widgets are “local websites” on the device
– Rendered using browser
– Fetch web data using
AJAX (Web 2.0)
– Look & feel like native applications
– But: easy development with HTML & JavaScript
– Standard web tools for development
– Vendor specific extensions possible for better integration with
device (location, contacts, calendar)
• Web Apps are easier to port across platforms

18. © 2010 Nokia
Web apps examples
AccuWeather Reuters LeMonde

19. © 2010 Nokia
Native apps – power of the platform
and run
1100010001
#include <iostream>
using namespace
1000010111
by OS
std; int main () { //
declaring variables: 0110111010
int a, b; int result; //
process: a = 5; b = 2 1110111101
0101101110
10100
Code is compiled to binary
GIVING »
Great performance
Best use of OS features (APIs, Middleware etc)
With smallest footprint
But requires greater investment, developed using mostly proprietary tools (e.g. Nokia Qt SDK)

20. © 2010 Nokia
Examples of Native apps
Mobile
Bounce Fring Documents
Evolution

21. © 2010 Nokia
… and distribution?

22. © 2010 Nokia
Nokia’s distribution channel – Ovi store
• Powerful channel with content from a global developer base
• Free and premium content
• Content available by category, device and market
• Wide coverage of content:
– Native Apps Web Apps Java Apps Personalization
• 70/30 revenue share*
• Payment via credit card and premium SMS (where available)
• Worldwide distribution and visibility
• Self-
Self-service content publishing via Publish.ovi.com

23. © 2010 Nokia
Challenges
• Fragmentation
• Billing and transactions
• Regulations

24. © 2010 Nokia
… to conclude
• Anyone feels like year 2000 DejaVu is happening?
• Not quite…
• 1 tech and financial bubble after…
• We ought to get our numbers and expectations right…

25. © 2010 Nokia
Thank you!
Jure.sustersic@nokia.com
http://www.forum.nokia.com