The document compares the dynamics of the mobile platform wars in the 2010s to the PC platform battles of the 1980s, highlighting how different players and technologies are shaping the market. It emphasizes the shift from closed to open markets, the rise of smartphones, and the emergence of diverse business models. The battle for consumer attention and value creation through apps is positioned as a critical aspect of the current mobile landscape.

1. 11/10/101World’s Largest IndependentMobile Ad NetworkMobile Platform Wars:A Repeat of the PC Platform Battle of the 80’s?Sridhar Ranganathan, VP Product Management

2. Setting The Stage11/10/102ThenNowThe 2010’sThe 1980’s

3. The Players 11/10/103ThenNow

4. The Originator11/10/104ThenNowInvented the PCFailed to InnovateLost market to MacintoshInvented the SmartphoneFailed to InnovateLost market to iPhone

5. The Innovator 11/10/105ThenNowGame Changing UXKept System ClosedLost Market to MicrosoftGame Changing UXKept System Closed???

6. The Dominator11/10/106ThenNowLate Comer to MarketRapid Adoption ofOpen SystemTotal Market DominationLate Comer to MarketRapid Adoption ofOpen System???

7. What’s Different Now11/10/107ThenNowDifferent Players, Different ControllersSoftware Lives in the CloudSteve Jobs CEO AppleMobile Phone Essential ToolRetail ChannelControlled DistributionSoftware Installed on Hard DriveSteve Jobs NotCEO of AppleHome ComputerGeeky Novelty

8. What’s Same Now11/10/108ThenNowEnabler: OSCreator: Software App CompaniesConsumer: UsEnabler: OSCreator: Software Product CompaniesConsumer: People like us

9. What’s Same Now11/10/109ThenNowCreativity: To define new experiencesControl: To manage the experience lifecycleConsumer: Sufficient base to harnessMonetization: Multiple ways to make moneyCreativity: To define new experiencesControl: To manage the experience lifecycleConsumer: Sufficient base to harnessMonetization: Multiple ways to make money

10. What’s Different Now11/10/1010Feature PhonesSmart PhonesChrome, SafariWebKitSymbian, iOS, AndroidPlatforms enable Business ModelsOperaJ2MESymbianOperators enable Business Models

11. From a bipolar world in 80’s …11/10/1011DesktopPhone

12. … To a heterogeneous world now11/10/1012ComputersMobilesFeature PhonesDesktopSmart PhonesLaptopTabletsNetbookMillions10’s of Millions100’s of Millions

13. Markets Today11/10/1013Closed MarketOpen MarketsiTunes StorefrontiOSAppleLarge, Consolidated user baseMany MarketsSymbian, Android, …Many MakersSegmented user bases

14. iPhone Vs. Android Vs. Symbian11/10/1014A multipolar space, a global footprint, young market and billions of consumers!!

15. To summarizeMobile platform wars have just begunThe fight is being played out forEnabling value creation on the OS through AppsAmassing a consumer base through distributionRetaining consumers through better experience11/10/1015

16. 11/10/1016About Us: Global Ad Network185 Million Consumers reached

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