An introduction to the mobile internet, mobile applications and designing products for sale in mobile applications stores.

1. Widgets, 360s and Androids
Andrew McAvinchey
dabdidea@gmail.com
087 978 3841

2. Me

3. What is mobile content?
• Every year, the mobile content landscape changes.
• So does our definition of what it is.
• Content is King.
• The buzz in 2009 is Mobile Applications
• a.k.a. Widgets
• Easier Access to Better Content

4. What is mobile content?
• Every year, the mobile content landscape changes.
• So does our definition of what it is.
• Content is King.
• The buzz in 2009 is Mobile Applications
• a.k.a. Widgets
• Easier Access to Better Content

5. Some content challenges on the mobile:
• “The screen is tiny...”
• “Phones are for calls, not web browsing...”
• “I can use my PC for the web, why use a phone?”
• “The connection keeps dropping...”
• They charge me a fortune if I push that button!!!
• Any More???

6. Timeline of mobile content
Mobile
2.5G 3G Apps
Web/Mobile
Internet

7. What’s it worth?
• WITH 80 million smartphone users worldwide, the smartphone applications industry is worth
about €1 billion a year. (siliconrepublic.ie)
• 21 October 2008, Android has been available as open source. Google
• April 2009: iPhone Apps downloaded = 1 billion
• Oct.15th. For the first time, Nokia broke out its services revenues, which totalled €148 million
for the quarter. That's revenues from games, music, applications and other mobile services.
This is expected to increase in 2010, along with handset sales.
• Oct. 1st 2009: Vodafone, Verizon, China Mobile, Softbank create a mobile app market for 1
billion people. = Vodafone 360
•

8. Who’s selling apps?
• iPhone/Apple, Mobile Operators (Vodafone 360), Microsoft MarketPlace,
Android Market, Nokia Ovi, + aggregators
• Cheaper data plans = more data users
• Opportunity: 49% of US and 34% of European respondents plan to use
Mobile Internet more in 2009-2010
• Users will consume more than 55% more data over the next 12 months.
• More than 25% intend to start using mobile apps for the first time in the next
12 months
• (source: Vodafone Global Research 2009)

9. Yesterday’s winners of Best Mobile Application
1. “TV chef Jamie Oliver has taken to the App Store, with a 20 Minute Meals
application for iPhone and iPod touch. It’s a premium app costing £4.99,
rather than a free promotional application for one of his shows or books. The
app has been released by Zolmo, and is one of the first examples of a
premium, branded cookery application for iPhone.” - Mobile Entertainment
Update.
2. Qualcomm has announced a big win for its Plaza Retail white-label app
store platform, signing up the Brazilian subsidiary of global operator group
TIM. The TIM App Store will launch in the first quarter next year, and says it
will run on its full range of handsets. The big deal about Plaza Retail is that it’s
capable of supporting Java, Brew, Flash and Android, with Windows Mobile,
Symbian, Palm and LiMo due to be added in the future.- ME Daily

10. What’s selling?

11. Vodafone case study
• Vodafone WIDGETS.
• Widgets can be on the phone, on the web, or a bit of both.
• New phones, new global deals, new access

12. 11

13. 11

14. 11

15. • Widgets bring mobility to your web apps
What are the key attributes of a widget?
Caching and auto refresh
Quick access
to the Web
Information available at a glance – YOUR web
Information YOU want (online AND offline)
Personalised
to the user
When you want it
Uses device apps (i.e. auto add info to
Integrated
Calendar)
11

17. Vodafone are investing heavily in widgets
• Current addressable market:
• 20+ devices, 5 million+ capable devices.
• Distribution across 8 major European markets: UK, DE, NL, IE, PT, GR ,ES, IT
and South Africa.
• The future
• With the Joint Innovation Lab (www.JIL.org) you can have access to
customers of
• Vodafone (Global)
• Verizon Wireless (USA),
• China Mobile
• Softbank Mobile (Japan)
• Big numbers!
• Combined access to over 1billion customers worldwide
• But simple
• Single SDK
• Single distribution point

18. How do I get involved?
• Get developing!
• Learn how to write a widget,
• Get feedback from early adopters
• Learn from other developers
• Test against devices in a virtual lab
• And when it's polished…
• Publish to the widget developer platform
• Pass QA
• Distribute!

19. How do I get involved?
• Get developing!
• Learn how to write a widget,
• Get feedback from early adopters
• Learn from other developers
• Test against devices in a virtual lab
• And when it's polished…
• Publish to the widget developer platform
• Pass QA
• Distribute!
Opco websites

20. Creating the most basic widget on earth...
1. This configuration file... 2. Along with this html file...
3. Gives you this widget which
runs on a PC...

21. Add...
1. A style file and images... 2. Some script...
3. And update the html...
4. And you get a better looking widget which updates the displayed
text on both PC and handset…

22. Apps Star Competition
• €1,000,000 European fund
• Top prize of €100,000
• Closing date for submission
31st March 2010

23. Where to stick yer album (if you’re a musician).
Digital downloads, MOBILE DISTRIBUTION, ToURING, COMMUNITIES, CD SALES AND Merchandise
WEB MOBILE
blogging- text, photo, art, music * track downloads (sales)
cd sales and shipment text message your fans *
nominate a price or set a price for cd sale mobile website: download free track
instant download of album advertising of the album
community building and social networking. Mailing Premium SMS: Text XXXXX to download the song
lists and updates. *
find out where your fans are and map them microsponsorships...
get your fans to schedule your gigs * videos- downloads and streaming
microsponsorships sell image rights and ringtones
online downloads from iTunes etc. publicity: be the first to do something on the mobile!
Get Nokia to pay!!
cd sales through Amazon etc. and own site DRM: people are less hostile to it on the mobile
videos, trailers, performances, diaries *
Previews of album tracks and promos
downloads count towards the charts downloads count here too!