The document discusses the growth and impact of mobile applications on the economy, highlighting statistics on mobile app usage and trends in Serbia and the U.S. It covers the types of applications, their distribution through app stores, and the evolving mobile technology landscape. Challenges such as fragmentation and billing are also addressed, emphasizing the need for a strategic approach to mobile services.

1. Jure Sustersic Developer Relations Forum Nokia Going Mobile? Mobile apps and internet

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 06/10/10

4. 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. The app economy…

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

7. ... 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. AppStores are dominating distribution From what sources have you downloaded your Apps in the past? (aided, multiple responses possible)

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

10. Mobile Technology Adpotion The Mobile Entrepreneurs The Innovative Web Giants The Traditional Giants The Long-tailers

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

12. 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. 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? How to market the mobile service What resources do I need? How do I define and track performance, quality

14. … to find an appropriate mobile strategy Mobile Advertising SMS, Banners Mobile Site WAP, xHTML, HTML(5) Mobile Application Information delivery (Product info) Marketing campaigns Content delivery (news and infotainment) CRM Transactions “ True” mobilisation

15. 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%

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

17. 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. Web apps examples Reuters AccuWeather LeMonde

19. Native apps – power of the platform Great performance Best use of OS features (APIs, Middleware etc) With smallest footprint But requires greater investment and developed using mostly proprietary tools (e.g. Nokia Qt SDK) GIVING » 1100010001100001011101101110101110111101010110111010100 to binary #include <iostream> using namespace std; int main () { // declaring variables: int a, b; int result; // process: a = 5; b = 2 Code and run by OS i s compiled

20. Examples of Native apps Bounce Evolution Fring Mobile Documents

21. … and distribution?

22. 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-service content publishing via Publish.ovi.com * - after taxes and possible operator charges

23. Challenges Fragmentation Billing and transactions Regulations

24. … to conclude Anyone feels like year 2000 DejaVu is happening? Not quite… 1 tech and financial bubble later… We ought to get our numbers and expectations right this time… So apps and mobile content are here to stay

25. Thank you! [email_address] http://www.forum.nokia.com #forumnokia #ovi