This pack is a quick whizz through my experience of apps and the mobile web, what is happening in the UK market with iPhone and smartphones and why this will lead to mainstream mobile data adoption and identifying some future opportunities. What I say in this talk: 1. Know your users - designing for a clear audience need should always work 2. Smartphone use is growing fast but doesn’t yet dominate 3. What users are doing now – and why apps and smartphones will push mobile data into the mainstream 4. Future opportunities are not so future - they’re just around the corner 5. Distribution remains the key – as awareness is critical to adoption

1. Bathcamp Mobile web, apps and smartphones – now and the near future Mark Watts-Jones Twitter: MWJ July 2010

2. What I am going to say… Know your users - designing for a clear audience need should always work Smartphone use is growing fast but doesn’t yet dominate What users are doing now nd why apps and smartphones will push mobile data into the mainstream Future opportunities are not so future , they’re just around the corner Distribution remains the key – as awareness is critical to adoption 1 2 3 5 4

3. Know your users 1 and why designing for a clear audience need should always work

4. Doodle Jump is great but as I’m a bit techy I was first brought to it by the use of the accelerometer 2

5. Similarly Angry Birds did the same for the touchscreen and pinch and zoom 2

6. Talking Carl is a funny, noisy, shouty character – he definitely knows his audience (my kids)! 2

7. Grow Your Own tells beginner fruit and veg gardeners what should be happening with their crops 2

8. The Geocaching app is a little geeky. And, erm, so is Geocaching 2

9. Runkeeper is a training utility - tracking speed, pace, distance, elevation, plotted on a map, published online 2

10. Smartphone 2 use is growing fast but doesnt yet dominate

11. In April 2010 Nokia retains a clear lead; iPhone market share remains small at 6% 3

12. But in high-end segments iPhone, Blackberry and LG are growing fast at Nokia and Samsung’s expense 3

13. … and this trend is set to continue with rapid evolution towards smartphones 3 Source: Morgan Stanley

14. What users are doing now 3 and why apps and smartphones will push mobile data into the mainstream

15. Apps have changed perceptions about how to get to ‘the internet’ from mobile – consumers are starting to understand this

16. App usage on iPhone and mobile browsing on Android is very high; other mobile data service use remains patchy but this will change as smartphones grow

17. Mobile browsing is currently dominated by Google, Facebook and mobile operators

18. Don’t forget youth and younger consumers who widely use and highly value Blackberry Messenger (BBM)

19. Who are all these Farmville users? I think they’re mainstream users and this use could bleed over into mobile

20. Future opportunities 4 are not so future, they are just around the corner

21. Screen size is going/will go in every direction

22. Future opportunities in mobile payments and contactless will be numerous as major brands stimulate the market

23. Privacy and security is a hot topic but smartphone users are much more willing to use location in apps

24. Brands are increasingly investing in experiences for their customers – apps and products can be used to support these

25. Distribution remains the key 5 as awareness is critical to adoption

26. With 250k apps in the App Store in August 2010 and fast growth in other app stores awareness will always be an issue for the majority of developers

27. Partnering with businesses to extend their ‘core business’ into mobile will help generate value for the business and communicate your app

28. Critically the value of the app is often not the app itself – keeping the consumer happy can indirectly create more value for the core business