The document discusses mobile gaming on feature phones and smartphones. It notes that while feature phone users and developers are moving to smartphones, content is still selling on feature phone storefronts. For smartphones, it states that iOS currently dominates mobile gaming revenue but Android revenue is growing and will likely surpass iOS. The document also reviews various mobile storefronts, business models, types of games, platforms, and T-Mobile's role and strategies in mobile gaming.

1. T-Mobile
Games
Mobile Gaming
5/9/2012

2. The Mobile Landscape
Industry Refresher

3. Feature Phones
The traditional carrier storefront existed on java phones. Despite a
strong user base for feature phones the markets are moving to smart
phones.
– Global Feature Phone Penetration 85%
– Users and developers are moving to smart phones
– Content is still selling on these storefronts
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4. Smart Phones
“iOS dominates mobile gaming but Android will claim the top spot in the
near future as developers embrace Android and Google continues to iron
out its payment process.” – 2012 Casual Games Sector Report
– Global Smartphone Penetration: 15%
– US Smartphone Penetration: 31%
– 80% of our contract customers are choosing
smart phones
– Revenue by smartphone OS
• iOS: 50%
• Android: 30%
• Other: 20%
– Windows
– BlackBerry
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5. Mobile Storefronts
iOS Android
App Store Google Play
25 billion downloads 10 billion downloads
550,000 apps 400,000 apps
Carrier
T-Mobile Mall, AT&T App Center, Verizon
App Store…
Other 3rd Party
Windows Marketplace Amazon, GetJar, AndroidPit, Developer
BlackBerry App World D2Cs, Game Hub, TegraZone, etc., etc.
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6. Mobile Storefronts
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7. Business Models
Mobile games are blazing trails on providing different ways to monetize.
– Premium
• Estimated 2012 revenue 2012: 37%
– Advertising
• Estimated 2012 revenue 2012: 6%
– In-Ap Purchases (Paymium & Freemium)
• Estimated 2012 revenue 2012: 55%
– Other
• Subscriptions
• Rentals
• Premium SMS
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8. The Road Ahead

9. Where’s it Going? Who’s Playing?
Today there’s a big gap between traditional and casual gamers.
Casual Gamers (“I don’t play games”)
– Social
– Hidden Object, Ville’s, Puzzles, etc.
Traditional Gamers (“Why do you do this $@!& Leeroy!?!”)
– MMOs
– Console Quality
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10. Where’s it Going? Types of Games
Different games appeal to different audiences and platforms.
– Social
– Physics
– Villes
– Hidden Object
– Racing
– Cards & Casinos
– Puzzles
– Etc.
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11. Where’s it Going? Platforms & Convergence
Mobile strategies are continuing to evolve and will greatly impact
our industry.
– Facebook
– Google +
– Sony Playstation
– Microsoft Xbox
– Online
– PC
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12. Where’s it Going? Console & Handhelds
Mobile hardware is improving faster then consoles.
– “Console Killing”
– Accessories
– NUIs
– Multiplayer (Real time head to head play)
– In game Voice Chat
Dedicated gaming devices are losing ground.
– Nintendo
– Sony
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13. Where’s it Going? Cloud
Cloud services are providing new ways to play and promote games.
– OnLive
– GaiKai
– iCloud
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14. Where’s it Going? Game Networks
Game-specific social networks increase awareness and retention as
well as facilitate social gameplay.
– Gree / OpenFeint
– Mobage
– Papaya
– Playphone
– Heyzap
– Zynga
– EA
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15. Where’s it Going? HTML5
There are a lot of challenges to solve before the promise of HTML5 can
be realized.
Challenges
– App discovery
– Browser fragmentation
– Mobile payments
The buzz
– Cross-platform development
– Game engines
– Native applications
– Changing the storefront model
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16. Where’s it Going? Brands & Licensing
Brands
– Angry Birds
– Where’s My Water?
– FarmVille
– Etc.
More than games
– Apparel
– Candy
– Toys
– Videos, Movies
– Etc.
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17. T-Mobile

18. About T-Mobile
In a world full of busy and fragmented lives, we at T-Mobile USA, Inc.,
have this idea that wireless communications can help. The value of our
plans, the breadth of our coverage, the reliability of our network, and
the quality of our service are meant to do one thing: help you stick
together with the people who make your life come alive. That’s why
we’re here.
– TMO Customers – 33.2M
– More customers are taking advantage of 4G speeds. Today, 80 percent of new
contract customers are choosing smartphones. And nearly 60 percent of our
contract customers now carry smartphones, which is well above the U.S. industry
average of 50 percent according to Nielsen.
– T-Mobile smartphone customers are consuming 760MB of data per month on
average. That’s 30 times more vs. just three years ago.
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19. Brand Update
T-MOBILE.COM/TESTDRIVE
http://www.youtube.com/watch?v=5OIWfmjnJPs
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20. Our Customers Play Games
Mobile Game Buyer Penetration by Carrier
Mobile Game Penetration of Buyers by Carrier
Q4 2010–Q4 2011
Q4 2010 (n=55,655), Q1 2011 (n=55,302), Q2 2011 (n=56,289), Q3 2011 (n=55,641), Q4 2011 (n=57,870)
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21. Games Play Better on Great Hardware
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22. Games + Hardware
T-Mobile is a tech leader with a long history of pushing the envelope.
And moving forward we’re working to provide “better-then-console”
hardware.
– T-Mobile launched the T-Mobile G1, the world’s first Android smartphone –
starting the Android revolution!
– T-Mobile launched the world’s first Dual Core processor, the NVIDIA Tegra 2 in
the G2x – a 4G device built for gaming.
– T-Mobile has partnered and launched high-end technology devices like the
Galaxy S2, HTC Sensation & HTC Amaze – all 4.3-4.5” screens with Dual Core
processors and 4G speeds – arguably some of the best mobile devices to date
for Gaming
– T-Mobile has built great Accessories like the T-Mobile Micro HDMI Cable and the
MHL Connection kit that help gamers take their experiences on the small screen
to a full HDTV
– T-Mobile continues to work with developers and partners large and small to
deliver the best gaming experiences from casual to Console quality gaming.
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23. Game Base
Find and play the best in mobile gaming.
From hi-def racing action to challenging
puzzle and word games for you and your
friends.
– Preloaded on Android Phones
– Launched in March 2012
– Major update in June 2012
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24. T-Mobile Mall
Our storefront on Android and Java phones
offers games, apps, ringtones and wallpapers.
– 4M installs on Android
– 1.5M New App
– 700K Users per week
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25. T-Mobile Top Picks
Our section in Google Play to promote games
and applications.
– Launched 12/2009 along with carrier billing
– T-Mobile has 25 slots to highlight apps in a simple
to view list
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26. T-Mobile Bonus Apps
Our section in Google Play to promote games
and applications.
– Launched 12/2009 along with carrier billing
– T-Mobile has 25 slots to highlight apps in a simple
to view list
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27. T-Mobile’s Perspective

28. What we really want is… Great Games!
We’re looking to create a better user and gaming experience through a
combination of plans, hardware and content. Highlight the games our
customers are looking for and would like to play.
Games
– Exclusives, New & Cool
– Showcase titles (show off network and hardware)
– Social, Freemium, etc.
Game Partners
– Open dialog, Work together
– Analytics
– Learning and growing
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