12. Mobile is Personal
CC By http://www.flickr.com/photos/seandreilinger/133299418
13. Mobile is Social
CC by http://www.flickr.com/photos/polvero/3551035260
14. Mobile has Context
CC By http://www.flickr.com/photos/delphien/3029504174
15. Mobile is always near
CC By http://www.flickr.com/photos/lanier67/2979124681
16. Most important medium
10-19 25 22 11 42
Age
20-29 23 37 12 28
30-39 39 30 10 21
TV PC Other Mobile
17. Number of devices 4,600
3,900
2,200
1,500
1,100 1,200
480
Newspapers PC’s Landlines TV’s Bank accounts Radio’s Mobile Phones
18. Massai krijgers
CC by http://www.flickr.com/photos/markkelley/1022720488/
19. Mobile Internet Outpaces Desktop Internet Adoption
iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
iPhone + iTouch vs. NTT docomo i-mode vs. Netscape vs. AOL Users
First 20 Quarters Since Launch
~57MM
60 Mobile Internet Desktop Internet
iPhone + iTouch Netscape*
50 Launched 6/07 Launched 12/94
40
Subscribers (MM)
~25MM Mobile Internet
30 NTT docomo i-mode
Launched 6/99
20
~11MM
Desktop Internet
10
AOL*
~7MM v 2.0 Launched 9/94
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
iPhone + iTouch NTT docomo i-mode AOL Netscape
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only. 33
Source: Company Reports , Morgan Stanley Research.
32. Fastest Hardware User Growth in Consumer Tech History
Global Cumulative Unit Shipments in First 10 Quarters
iPhone + iTouch vs. Wii / DS / PSP / iPod / BlackBerry
60
Nintendo Wii
Cumulative Unit Shipments (MM)
50
Apple
iPhone + iTouch Nintendo DS
40
Sony PSP
30
20
Apple RIM
iPod Blackberry
10
Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 Q9 Q10
Quarters Since Launch
Note: iPhone launched in CQ2:07; iTouch launched in CQ3:07; iPod launched in CQ4:01; Wii launched in CQ4:06; D
launched in CQ4:04; PSP launched in CQ1:05; Blackberry smartphone launched in C2002. Source: Apple, Nintendo, Son
63. “Phone differentiation used to be about
radios and antennas and things like
that...We think, going forward, the phone of
the future will be differentiated by software”
Steve Jobs
CC By http://www.flickr.com/photos/gilderic/3517477267
65. Android
More open than iPhone:
Possible to replace native parts (ie contacts)
hook into OS. (ie: Receive SMS)
run background tasks.
Market & Own distribution possible (but not common).
Growing, but not there yet
68. Normal vs. Mobile web
Few browsers Many browsers
Consistent behaviour Different browsers
Big screens Different screen sizes
Input: mouse Keypad/touch/mouse
emulator
69. Mobile web is the future
Like normal web: distribution rules
Interface & sensor access will get there
Most apps are lists & screens with data anyway
HTML 5 is leading the way: Cool new things
78. Which platform?
Reach in YOUR target group
Capabilities needed
Future-ness (that’s a perfectly cromulent word!)
It’s still nowhere near a mature market
If possible, go with the web
79. Multiple Platforms
Don’t start from scratch all the time
Build (internal) API
If you are popular others will build for you :) eg: Twitter
88. Why go native on mobile?
More control over the user experience
Richer interaction (make buttons do stuff)
Access to sensor data
Distribution through appstores