The document discusses the transition from proprietary mobile apps to a web-based ecosystem led by Firefox OS, emphasizing the need for improvements in mobile web support, browser performance, and developer monetization. It highlights HTML5 as a crucial development tool that enables cross-platform web applications, aiming to lower costs and enhance user experience for budget-conscious consumers. The strategy focuses on creating an open web ecosystem that benefits both developers and users, with plans to launch affordable devices in early 2013.

1. FIREFOX OS
MR. CARLOS DOMINGO 1

2. In mobile, people use proprietary apps rather than the
Web with two companies capturing a very large portion
of the market
50,9%
23,8% 11,7%
Android 8,8% 4,8%
iOS Symbian RIM Others
Android + iOS
74.7% of the smarpthone OS Market Proprietary apps vs mobile Web
Source: Gartner, Feb 2012
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3. For the mobile Web to be a reality, a number of issues
need to be addressed
Cross Platform Support
Mobile Browser Performance
Mobile Web Standards
Web Apps Monetization Mechanism
Web Apps Discovery Mechanism
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4. HTML5 is a major step towards making the Web the 3rd
mobile ecosystem
Providing a common framework for development of universal
web pages and applications across desktop and mobile
Lots of native mobile apps are in fact HTML5 based
Some key Web players are already developing entirely in
HTML5 (Facebook, Twitter, Amazon, Financial Times, etc.)
There are more developers in the world familiar with Web
technologies than any other programming language
HTML5 mitigates fragmentations issues and is truly cross
platform for mobile, desktop and tablets
Apps will be portable across devices
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5. We have partnered with a company that has the right
experience to make HTML5 reach its full potential
Enable a mobile browser to access all devices capabilities
extending HTML5 standard to achieve this
Improve mobile Web performance via a lighter OS and fast
browser to provide the best mobile Web apps experience
Offer Web app discoverability and monetization capabilities
for developers via operator billing
Create a reference implementation to advance mobile Web
standards in other implementations
And created what we call Open Web Devices
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6. We are building a new ecosystem, which creates value
for all the players who are part of it
Reduce development cost:
Better functionality and user “Do it once and run
experience at same price everywhere”
Open Web access to any Users Developers
Easy way to monetize
mobile service through operator billing
Key
Firefox OS Internet Accelerate their mobile
Take the web to mobile Companies strategy without any
OPEN barriers
WEB
DEVICES
New growth opportunity, Chipset
alternative to existing manufacturers Telcos
A more balanced ecosystem in mobile
smartphone OS for OEMs
reducing dependence on closed OS
Leverage billing capabilities
A new value proposition for
customers, alternative to
OEMS* existing smarpthone OS
* Original equipment manufacturer
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7. Initially, we are going to address cost driven customers
following the disruptive innovation model
Better User Experience for the same price
Avoid going head to head initially with than alternative smartphone OS
smartphone incumbents on the high end
Overcome the issue of a less developed
ecosystem at launch by adressing low end
customer segment
Bringing an affordable smartphone for the
masses with a good UX and best mobile Web
support
First devices to hit the market in early 2013
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8. All of this will have a beneficial impact for Telefónica
Why is important for Telefónica that a open Web based
ecosystem emerges and what advantages OWD have?
 A more balance and open mobile ecosystem
 Eliminate developer fragmentation
 Better smartphone user experience at the same price
point
 Accelerate smartphone adoption and reduce device
costs
 Accelerate standardization of HTML5 improvements
 New monetization mechanism for developers
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9. Get in touch
Explore our Hub: http://www.telefonica.com/digitalhub
Track us on Twitter: http://www.twitter.com/tefdigital
Watch our latest videos: http://www.youtube.com/telefonicadigital
Look us up on LinkedIn: http://www.linkedin.com/company/telef-nica-digital
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