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Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak




the
mobile world
          quake
                    after the


 •                  Why is everyone developing for the 2% of the market?
 •                Why hasn’t anyone copied the iPhone successfully yet?
 •       How Google is both a savior and poison pill to the mobile industry?
 •             What would you do if you were Nokia and Sony Ericsson?
 •               What is the user interface’s role in the new mobile world?
first of all
   a disclaimer
        personal opinions
        not TAT’s
        no warrants
        but hopefully
INSPIRATIONAL
multiple customers
                                     multiple platforms
                design the future
            touch
       projectors
 flexible screens




                                          performance
 screens all over




                                          late changes
                                           latest trends
      3D screens
cloud computing
          sensors
                                                               tablets
                                                                 iTV
                                                                cars
                                                               mobile
                                                             1/5 touch
                                                            1/10 phones
                                                           450 m devices
        design                        technology
user interfaces       150 ppl in Korea, US and Sweden
                                                              Who’s TAT?
the map has been
redrawn
let’s get a new
  overview
mobile internet
apple, google
mobile advertising
DELLification
china
developers
           What are the biggest changes?
to sum it up:

the mobile is a platform
that anyone can build


                What are the biggest changes?
network
    user
device

    interface
       content
    OSHow has the value chain changed?
developers
   content
 application


OS
 execution




                  network
 environment
 user
 interface
 device
    How has the value chain changed?
Monetization
                       BREW MP




                   Blackberry OS
                         Samsung SHP                   Series 40
                         LGE Wise   Symbian   Motorola P2K
                                              OSE Nucleus
                 Windows Mobile                MTK OS


                                     Reach
          Limo




   How are the mobile OS:s different for third parties?
Apple OSX


Monetization
                               BREW MP

                     Android



               Palm WebOS

            Maemo    Blackberry OS
          Windows Phone    Samsung SHP                   Series 40
                           LGE Wise   Symbian   Motorola P2K
                                                OSE Nucleus
                      Windows Mobile             MTK OS


                                         Reach
          Limo




   How are the mobile OS:s different for third parties?
Apple OSX


Monetization                Blackberry OS
                                BREW MP

                     Android
                                             Symbian

               Palm WebOS
                                 Samsung Bada

            Maemo
          Windows Phone                                         Series 40
                                  LGE Wise             Motorola P2K
                                                       OSE Nucleus
                      Windows Mobile                    MTK OS


                                                Reach
          Limo




   How are the mobile OS:s different for third parties?
Access ALP
                                        why 2 in 3 fail
                         mobileOS graveyard
                 Apoxi
               HOpen                          optimized to (multiple) non-standard hardware(s)
             LGE Wise
                MOAP                          stable development platform for 2nd and 3rd parties
   Motorola LinuxJava
                                              huge quality & security demands from regulation
     Motorola Synergy
        Motorola P2K                          much better than status quo due to switching cost
      Motorola SLiDE
   Microsoft WinMo 6                          expensive to create (300-500 mUSD effort)
   Nokia Series 80/90                         time to market in combination with trends & revenues
    Openwave MIDAS
            Palm 5 & 6
Panasonic/NEC Estimo
          Sasken Aria
               SavaJe
              SKY MM
      Trolltech Qtopia
         TTPCom Ajar
                  UIQ

                                                Why is it hard to build a mobile OS?
now you know

why many are jumping on the
Android bandwagon
devices
connectivity
content
ads&analytics
  Who gains value by proliferation of high end OS:s?
devices
                  10% @ €600


       es
                                        Apple


                   90
                     b€
    vic                 40%@ €200



                       12
                                        Android
  de


                         0b
                             50%@ €50

                           €
    b



                             37
                                        Nokia
1.5




                               .5 b
                                   €
           250 b€
        Who gains value by proliferation of high end OS:s?
ads&analytics
                       connectivity
                           content
       es
    vic
  deb
1.5




        Who gains value by proliferation of high end OS:s?
analytics
 content
      ads
channel
          controlling the

 devices
connectivity
     Where is the control point for the value?
some
players
 to
look after
EL             dw
                                          are


                        N
                                      ar
                                  areh


                      AN   rs o
                         pe t
                               ftw nd
                             so e


                     H
                       lo d
                     ve n
                   de e

                    C
                 nt e
               e h
             ym f t
           pa o
         il l
       ta o
     re tr
   nd n
 ra o
b c
the ultimate target group
             high early
         income adopters
                               What are Apple, really?
now you know

why Apple’s 2% of the
market is relevant and why it
is so hard to copy
digital
mobile tv browser signage
  SCREENS
  maps mail news docs blogs finance video photos apps


          GOOG      analytics turns
                    advertisement into
                    recommendations


 INTERNET                           What are Google, really?
now you know

why Google is both the
worst enemy and a
possible springboard
use ERIC sales & support
        no own services


&
        skip s60 and WinMo
 dump the pride
  orchestrate   Android design
        OSE


low BoM             choose a niche
                      bring in
go Series40           innovation
    design
          What would I do if I was Sony Ericsson?
GAP
                            phase out S60
don’t
mind
 the
                     source high end
      Series40

                 MeeGo
                     silicon

go OVI       hire to fix the UI
grow bottom up
                         What would I do if I was Nokia?
let’s revisit
        TAT
user    and understand
        the role of the
interface
screens,
screens,
screens
Stereoscopic Dual Augmented
  displays displays reality
and not
just
mobile
 Cars   iTV   Tablets
and
services
Why is everyone developing for the 2% of the market?
Why hasn’t anyone copied the iPhone successfully yet?
How Google is both a savior and poison pill to the mobile industry?
What would you do if you were Nokia and Sony Ericsson?
What is the user interface’s role in the new mobile world?




                                                     thank
                                                       you
         Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak
youtube.com/
                             for more inspiration


 TATMobileUI
Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak

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SEB Talk 20100507 - Can Symbian save Nokia's smartphone ambitions?

  • 1. Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak the mobile world quake after the • Why is everyone developing for the 2% of the market? • Why hasn’t anyone copied the iPhone successfully yet? • How Google is both a savior and poison pill to the mobile industry? • What would you do if you were Nokia and Sony Ericsson? • What is the user interface’s role in the new mobile world?
  • 2. first of all a disclaimer personal opinions not TAT’s no warrants but hopefully INSPIRATIONAL
  • 3. multiple customers multiple platforms design the future touch projectors flexible screens performance screens all over late changes latest trends 3D screens cloud computing sensors tablets iTV cars mobile 1/5 touch 1/10 phones 450 m devices design technology user interfaces 150 ppl in Korea, US and Sweden Who’s TAT?
  • 4. the map has been redrawn let’s get a new overview
  • 5. mobile internet apple, google mobile advertising DELLification china developers What are the biggest changes?
  • 6. to sum it up: the mobile is a platform that anyone can build What are the biggest changes?
  • 7. network user device interface content OSHow has the value chain changed?
  • 8. developers content application OS execution network environment user interface device How has the value chain changed?
  • 9. Monetization BREW MP Blackberry OS Samsung SHP Series 40 LGE Wise Symbian Motorola P2K OSE Nucleus Windows Mobile MTK OS Reach Limo How are the mobile OS:s different for third parties?
  • 10. Apple OSX Monetization BREW MP Android Palm WebOS Maemo Blackberry OS Windows Phone Samsung SHP Series 40 LGE Wise Symbian Motorola P2K OSE Nucleus Windows Mobile MTK OS Reach Limo How are the mobile OS:s different for third parties?
  • 11. Apple OSX Monetization Blackberry OS BREW MP Android Symbian Palm WebOS Samsung Bada Maemo Windows Phone Series 40 LGE Wise Motorola P2K OSE Nucleus Windows Mobile MTK OS Reach Limo How are the mobile OS:s different for third parties?
  • 12. Access ALP why 2 in 3 fail mobileOS graveyard Apoxi HOpen optimized to (multiple) non-standard hardware(s) LGE Wise MOAP stable development platform for 2nd and 3rd parties Motorola LinuxJava huge quality & security demands from regulation Motorola Synergy Motorola P2K much better than status quo due to switching cost Motorola SLiDE Microsoft WinMo 6 expensive to create (300-500 mUSD effort) Nokia Series 80/90 time to market in combination with trends & revenues Openwave MIDAS Palm 5 & 6 Panasonic/NEC Estimo Sasken Aria SavaJe SKY MM Trolltech Qtopia TTPCom Ajar UIQ Why is it hard to build a mobile OS?
  • 13. now you know why many are jumping on the Android bandwagon
  • 14. devices connectivity content ads&analytics Who gains value by proliferation of high end OS:s?
  • 15. devices 10% @ €600 es Apple 90 b€ vic 40%@ €200 12 Android de 0b 50%@ €50 € b 37 Nokia 1.5 .5 b € 250 b€ Who gains value by proliferation of high end OS:s?
  • 16. ads&analytics connectivity content es vic deb 1.5 Who gains value by proliferation of high end OS:s?
  • 17. analytics content ads channel controlling the devices connectivity Where is the control point for the value?
  • 19. EL dw are N ar areh AN rs o pe t ftw nd so e H lo d ve n de e C nt e e h ym f t pa o il l ta o re tr nd n ra o b c the ultimate target group high early income adopters What are Apple, really?
  • 20. now you know why Apple’s 2% of the market is relevant and why it is so hard to copy
  • 21. digital mobile tv browser signage SCREENS maps mail news docs blogs finance video photos apps GOOG analytics turns advertisement into recommendations INTERNET What are Google, really?
  • 22. now you know why Google is both the worst enemy and a possible springboard
  • 23. use ERIC sales & support no own services & skip s60 and WinMo dump the pride orchestrate Android design OSE low BoM choose a niche bring in go Series40 innovation design What would I do if I was Sony Ericsson?
  • 24. GAP phase out S60 don’t mind the source high end Series40 MeeGo silicon go OVI hire to fix the UI grow bottom up What would I do if I was Nokia?
  • 25. let’s revisit TAT user and understand the role of the interface
  • 29. Why is everyone developing for the 2% of the market? Why hasn’t anyone copied the iPhone successfully yet? How Google is both a savior and poison pill to the mobile industry? What would you do if you were Nokia and Sony Ericsson? What is the user interface’s role in the new mobile world? thank you Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak
  • 30. youtube.com/ for more inspiration TATMobileUI Hampus Jakobsson | Co-Founder, TAT | hampus@tat.se | twitter: @hajak