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Jens Schulte-Bockum
- 1. The App Effect JensSchulte-Bockum CEO Vodafone Netherlands VINT Symposium - 7 June 2011 .
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- 3. Smartphone adoption EU Type of phone per age group Share of type of mobile phone per age group (%). Source:TPCP 100% 90% 17 24 28 35 33 80% 42 70% 60% 50% 40% 83 76 72 65 67 Source : VF internal sales EU Source : Telecompaper 30% 58 20% 10% 0% 15-18 19-29 30-39 40-49 50-64 Market Normal Smartphone Netherlands is the Frontrunner!
- 4. Total network TeraBytes Other 250 TB M2M HHBD IOYM MBB apr-09 jul-09 okt-09 jan-10 apr-10 jul-10 okt-10 jan-11 Source : Vodafone Network data Data growth from apps, mobile web and email
- 5. 14 12 iPhone Average Daily MB Used 10 Daily user MB’s 8 6 – 12 MB per day 6 Old device 4 0,75 MB per day 2 0 -13 -12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Days since first iPhone use Source : Vodafone Network data Clear iPhone effect
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- 7. Organizers 26% Source: Beginners Addicts 31% 12% Socializers 31% 98 100 94 90 87 Use more than once per day 80 Use 1 hour or more per day 70 61 60 50 Apps usage per profile: 39 38 40 30 20 14 8 10 0 socializers addicts organizers beginners Profiles of apps users Four groups of users, based on different motives
- 8. “Apps have changedmy life” 40 34 Source: 35 32 30 25 20 20 15 10 10 5 5 0 totally agree agree neutral disagree totally disagree Needs / Motivations: “Because it makes my life easier…” Connectivity “It seems fun and entertaining” Entertainment “It’s new and I’m curious about what it does” “Because it will make me more productive” Productivity The app effect Big impact on our life
- 9. Source : 90 80 79 70 71 70 60 66 50 55 50 49 40 40 30 28 26 20 25 24 23 10 17 16 16 10 8 3 0 Connectivity Entertainment Productivity Favourite usage of apps Social media #1, followed by gaming, news, weather and navigation
- 10. IOYM General TrafficDistribution 7% 6% 5% 4% 3% Total HTC 2% Thurs Apple Sunday 1% 0% M Tu W Th F Sa Su m m m m m m m m am am pm pm 2a 4a 6a 8a 2p 4p 6p 8p 12 10 12 10 IOYM Application Traffic Distribution 700000 7000 10% 600000 6000 8% 500000 5000 Email 6% 400000 4000 Streaming 300000 3000 VOIP (RH axis) 4% Email 200000 2000 2% Streaming 100000 1000 VOIP 0 0 0% 12am 2am 4am 6am 8am 10am 12pm 2pm 4pm 6pm 8pm 10pm M Tu W Th F Sa Su Source : Vodafone network data Data usage patterns from our network Per day of the week and per day
- 11. 24h00 12h00 Source : Vodafone network data Daily usage pattern of social media apps
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- 13. Smartphone penetration grows fast : >50% of all 500 MB per device sales month / user Tablets will follow: 100 MB per month / user Current ownership and intended purchase of a tablet (%) – Netherlands Data Explosion, driven by Smartphones and Tablets
- 14. Challenge from free communicationApps Re-balance Re-balance to profit from data growth Grow new revenues Challenging the way we do business We’re in transition to alternative business models
- 15. Ensure best network(HSDPA+ / LTE) Ensure seamless customer experience Ensure key enablers: safety, payment, distribution What are the ingredients for success?