The document summarizes key aspects of the mobile ecosystem, including networks, carriers, platforms, manufacturers, developers, enterprises, and types of mobile users. It discusses changes in power dynamics between these groups and provides data on smartphone operating system market shares and worldwide smartphone and tablet sales in 2011. Trends covered include apps surpassing the web, mobile fragmentation, the growth of mobile communities, and the internet of things. The mobile ecosystem life spans of platforms and notable platforms/operating systems are examined. The mobile app development process and importance of user experience are also summarized.

1. The Mobile
Ecosystem
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2. The Mobile Ecosystem
Networks
Carriers
Platforms/Operating Systems
Mobile Users
Handset
Manufacturers
DevelopersEnterprises

3. Change in Power Dynamics
• Satisfying user expectations is the main goal.
• Platform providers and developers are acquiring more
power over networks and carriers day by day.
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4. Types of Mobile Users
Mobile Professional Basic Planners Mobirati
Social Connector Pragmatic Adapter
Uses complex phones
with extra features
Basic mobile
package users
First generation to
have grown up with
mobile phones
Uses social networking features
and texting the most
Just starting to use other
features besides voice calls

5. Segmentation of Mobile Consumers
in United States

6. Mobile Trends 2011
Apps taking
over web
Mobile
Fragmentation
Mobile
Communities
Internet of
Things
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7. Mobile Ecosystem Life Spans
• 16 mobile platforms since 1996
• 3 platforms are terminated and 3 platforms had replacements
Asymco.com
1997 2001 2005 2009 2012

8. Smartphone Operating System Share
in United States
nielson.com
Since 2009, Android’s share skyrocketed, while Apple remained
the status quo and BlackBerry has lost majority of its share

9. Worldwide Smartphone Sales 2011
18%
43%
22 %
10%
7%
Smartphones are dominating the mobile world and Android
becomes the market leader, leaving both Symbian and iOS behind

10. Ecosystem Feature Summary
Devices
iPhone, iPad, iPod
Strengths Weaknesses
Dell, HTC, Kyocera, LG,
Motorola and Samsung
BlackBerry Phones,
Playbook
Dell, HTC, HP, LG, Nokia
and Samsung
High quality apps,
Simple Purchase, Great
UI, Strong Developer
Communıty
Open Platform, Growing
fast, attracting more
developers
Highest Developer Pay
out, easy payment
options for apps
Large existing developer
community, app trial
period, strong
marketing by Microsoft
Troublesome app
approval procedure and
limitations, restricted
development tools
Lower UI Quality, Weak
marketing, Difficulty in
App Purchase
Not many app options
and high prices
Limiting market place
for many successful
apps, no HTML 5 and
multi tasking support

11. Noteworthy Platforms
Open Platform
Flexible / Experimental
platform for developers
Limited options in
business apps
Incresing fragmentation
Web-dev friendlyClosed Platform
More flexibility and
room for creativity for
brands and agencies
Various entertainment
and business app
options
Suitable for multi
screen development
Implementation of
CMS tools
Limited APIs
Penetration 100M+ Penetration 120M+ Mass Consumption
Inequality among apps

12. App Development Process
Picking
Relevant
Platforms
Developing
Product
Forming
the idea
Distributing
and
Delivering
Product
Creating
Hype
Application development is not just about programming any more.
It’s about bringing an idea into life and being able to market it.

13. User-Experience is Everything!
Device Design
Simple and Slick
OS Usability
Easy to navigate and
perform tasks
App User Experience
-Simplified Design
-Task focused
-Emphasis on the most
important tasks
-Rich set of capabilities
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14. 2011 Worldwide Tablet Sales
68.7%
19.9%
5.6%
5.7%
Just like the mobile phone market, Android is expected to obtain
major market share in the tablet world. Apple is expected to
remain as the market leader in the next five years
Gartner.com

15. Manufacturers
http://www.proaktifbilgisayar.com/image
s/dell.jpg
Leaders
New product experiences
Innovators
Incremental Innovation
Assemblers
Razor-thin
margins
Performance
Pressure
Price
Pressure

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• Visit Us on www.pozitron.com
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