1. The top four trends
shaping the mobile
market 2010-2015
Hampus Jakobsson

2. A tale of two markets
168 m
111 m
85 m
70 m
69 m
70 m
1000 m
Nokia
Android
Blackberry
WinMobile
iPhone
Other
Text&Talk
Source: OVUM Outlook 2015

3. The death of the
feature phone
Super phones Basic phones
= platforms = price

4. Data > 3G

5. Internet > Screen

6. A spear and a platform
Educating the market and
has e2e control
Minimizing the threshold
to building a device
Commoditizes the
MNOs to data pipes
Commoditizes the OEMs
to hardware vendors

7. 3rd party innovation

8. A digital cloud lifestyle
The Apple Lesson of 2010:
One brand and UX with multiple touch points

9. The Apple Lesson of 2007:
Ease of Use trumps Features
And the old lesson is
still holds true
>

10. Platforms are content formats, and consumers buy
content and experiences and not devices
The platform war

11. SUMMARY
1. Two markets with different strategies:
super phones and basic phones
2. Data is exploding, which makes most
MNOs more focused on data pipelining
3. The platforms are content formats
4. Third party innovation and Internet
transforms the market focus and ways
of development