The document summarizes the past, present, and future of the mobile phone market. It discusses how mobile phones have evolved over 10 years from 1998 to 2008 in terms of memory, speed, and capabilities. It also outlines the current state of the mobile market, noting that mobile internet penetration has grown significantly in recent years. Finally, it predicts that in the future, data tariffs will decrease and more engaging mobile content and applications will drive further growth in mobile internet usage, bringing it close to internet penetration levels in some countries.

1. Mobile phones, their market, and future Jan Rezab 23. 7. 2008

3. Nokia 5110 1998 Apple iPhone 3G 2008 SonyEricsson T610 2003 Nokia N70 2005 10 years of mobile 1998 - 2008

4. There is a lot of them!

5. Total of new mobile phones with WAP 2004 - 2008 2004 2008 1400 phones!

6. From Snake to Quake, 1998 -> 2007 Memory: around 100 contacts About 10 sms Speed: Few MHz Memory: 8 GB ( + SD memory cards) Speed: 332 MHz 64 MB RAM

7. Speed of mobile data transfers Mobile Internet = WAP CSD Max. speeds: 9,6 – 14,4 Kbps 2000 2008 HSDPA Max. speeds: 1,8 - 3,6 - 7,2 Mbps + Wi-Fi Nokia 3330 500 x difference

9. Already mobilized!

11. WAP myths

12. „ WAP is dead“ 1.35 mil. users Source: Mobile operators 12/2007, just Czech Republic 300 000 Vodafone 1 350 000 Total 550 000 O2 500 000 T-Mobile Users of mobile internet

13. „ There will be full internet on mobile phones“

14. What can we do today?

15. SMS ads „ Text-to-win“

19. WAP Advertising

20. Perfect targetting Rational Aspirational High Involvement Low Involvement Pragmatic Leaders Comfortable Seniors Practical Homeowners Family Providers Style Followers Young Settlers Style Leaders Young Explorers Career Builders Style Seekers Technology Leaders Nokia Consumer Segmentation

21. FUTURE Mobile phones

23. Mobile phone is a medium

25. Thank for listening www.janrezab.com jan.rezab@gmail.com