This document is a presentation by Jim Ayson on the mobile apps ecosystem. It discusses the transition to a post-PC world driven by smartphones and apps. It defines what an app is and describes the app economy and ecosystem, with over 25 billion apps downloaded from app stores. The mobile operator's role in the ecosystem is discussed, including providing APIs for developers and operating their own app stores. The presentation concludes with details on Smart's involvement in the Philippines' app ecosystem through their developer program, app store, and efforts to support local technopreneurs.

1. the mobile apps ecosystem
presented by jim ayson
smart developer network
05.04.2012 / 9:30 / geekcamp baguio
version 1.1
Slide 1

2. About the speaker
Jim Ayson heads the Partner Management team
at Smart. This covers technology partners, content
providers and the developer community.
Questions?
Twitter: @jimayson
Facebook: facebook.com/jimayson
Google+: +JimAyson
Download the slides: Slideshare.net/jimayson
Slide 2

3. My workmail:
jdayson@smart.com.ph
Slide 3

4. Our 20 minute presentation
And a 10 minute Q&A Slide 4

5. Some Disclaimers
Slide 5

6. The images in this presentation are all taken from web
sources. Copyrights belong to the owners of the
images.
Slide 6

7. Agenda
• The Post-PC world and the
move to smartphones
• What is an “App”
• The app economy
• The app ecosystem
• The mobile operator’s view
• The app ecosystem in the
Philippines
• Q&A (10 mins)
Slide 7

8. The Post-PC World
Slide 8

9. The PC World of the 80s and 90s
PC’s, MS Windows, Office, desktop browsers
Slide 9

10. The Post-PC World is mobile
Smartphones / Tablets / Apps
Slide 10

11. Source: Mary Meeker,
Mobile devices surpassed PCs in 2010 Kleiner Perkins
Slide 11

12. “We are in the post Web 2.0 era” - Forbes
Web 1.0
• Companies founded in 1994-2001. Portals and Search
engines - Yahoo, Google, Amazon, AOL, eBay
Web 2.0
• The Social Web – Facebook, LinkedIn, Groupon
Mobile
• 2010 to the present. The App is mainly mobile: Instagram,
Foursquare, Path
Slide 12

13. The mobile app ecosystem
Slide 13

14. Defined by Apple
• iPhone in 2007 (modern smartphone)
• iPad in 2010 (the modern tablet computer)
Slide 14

15. Apple defined the eco-system
hardware apps app store
Slide 15

16. Apps Developers
They are crucial to the eco-system!
Slide 16

17. What is a mobile app today?
• Can be a native app
(iOS, Android, Java)
• Can be a web app
(HTML5)
• Can be developed via
HTML5 and
converted to a web
widget running
through a widget
runtime (wrt).
• Developed in HTML5
and run as an app via
a wrapper like
Phonegap.
Slide 17

18. The App Economy
Apps are the new
face of the internet
(complementing, and
sometimes replacing
the web)
Slide 18

19. Foursquare Instagram
Slide 19

20. More than 25 Billion apps downloaded
from the Apple app store
Inventory of almost 600,000 apps on Apple
Slide 20

21. More than 13 Billion apps downloads from
Android Market
450,000 apps, 1 Billion downloads a month Slide 21

22. Apple App sales
• Revenues of
$5.71B since
2008.
• Paid over $4B to
developers.
• Apple keeps 30%
revenue share,
Developers keep
70%
Slide 22

23. How the Apps
make money
• Business Models:
– Paid downloads
– Free but advertiser
supported
– Free but contains
in-app payments
and subscriptions
– Revenue share with
app store owner
Slide 23

24. The Mobile Operator’s View
• Apps are important
because they drive
mobile internet
usage.
• More Usage =
Revenue
• Mobile operators
(like SMART) are
trying to become
part of the app
ecosystem
Slide 24

25. AT&T App store
AT&T Apps Center
Slide 25

26. SMART App Store
Slide 26

27. The App Ecosystem + Mobile Operator
Handsets
Customers Apps
Operatpr App Store
Developers
Slide 27

28. Mobile Operators as part of the app
ecosystem
Operator billing (payment for apps and items through load)
Revenue Share with
APIs and tools for developers developers
Slide 28

29. Mobile operator app ecosystem
Developer Community Programs Operator run app store
Promotes local apps,
Allows in-app charging
Slide 29

30. Slide 30

31. Slide 31

32. SMART in the app ecosystem
• APIs and tools for apps
developers
• Developer program (SMART
DevNet)
• Operator billing (apps
payments through load)
• SMART App Store
• Cooperation with international
telcos through WAC and GSMA
• Assisting technopreneurs
through the IdeaSpace
Foundation
Slide 32

33. IdeaSpace
Slide 33

34. Slide 34

35. Smart Developer Network
• Twitter: @smartdevnet
• E-mail: appspartner@smart.com.ph
Slide 35

36. End / Q&A
slideshare.net/jimayson
Slide 36