1. Session 3:
Content, Apps & Services

2. About what #1wants
Now 4.0023 billion mobile users, but still only me

3. Mobile phones are the most widely held media device in the
world. With over 4 billion subscribers, the mobile phone
dwarfs every other media platform. The reach is greater than
TV, the effectiveness is stronger than print, and the ability to
deliver “relevancy” is greater than the web.
“We can make more [revenue] in mobile than desktop
eventually. The reason is because the mobile is more
targeted. Think about it: you carry your phone everywhere, it
knows all about you.”
Eric Schmidt, CEO, Google

4. 3G
3G subs 3G penetration
1 US 103,110,000 37%
2 Japan 94,813,000 87%
3 South Korea 33,849,000 71%
4 Italy 26,773,000 33%
5 UK 21,711,000 29%
6 Germany 20,408,000 20%
7 Spain 20,192,000 38%
8 France 14,337,000 25%
9 Australia 12,689,000 52%
10 Indonesia 11,994,000 9%
12 Taiwan 6,719,000 27%
13 Malaysia 6,276,000 22%
27 Hong Kong 2,777,000 28%
28 Singapore 2,739,000 41%
30 Philippines 2,617,000 4%

5. Getting content out there
Fundamental shift in usage
The mobile Internet fast facts
Content revenues down
USAGE content no longer centred on
ringtones/wallpapers/games
Communication (email, social networking)
Information and Services (news, weather sport) Video clip usage up 60-70% in 2009 – 10%
Content and entertainment (video clips games, apps…) watch videos, but only 0.6% purchase
videos
Mobile Internet experience getting richer, but has 20-45% play mobile games – 2%
developed into condensed PC-like usage purchase games
95% of apps purchased from App Store
are free
Average browsing session:
2008: 3 minutes
2009: 6-8 mins
2010: 10-15 mins
2011: 17+ mins
For a brand, about having presence on a device that is
always on and with a consumer 16 hours a day, to
provide engagement and interaction
Next vital step for mobile: Payment platform

6. Apps
App facts
60% are used bef ore bed or waiting f or someone or something
36% are recommended by a f riend vs 21% by search
iPhone leads the way
125,000 applications available
3.5 billion+ apps downloaded
3,000+ iPhone apps are downloaded every minute globally

7. To App or not to App?
Cost per consumer
SGD $20,000-100,000
Average = SGD $60,000
60,000/300,000 = 0.2
20% download = 60,000 =
$1 Consumers on apps
• 35% of men and 14.5% of women know what the App Store (Apple) is
Vs browser
• Knowledge of app stores diminishes with age
$10,000 / 2,205,000 =
• Knowledge of app stores is higher in the south of the UK compared to the
0.004 rest of the country
10% = 220,500 = $0.04 • 48% of men would be interested in using an app store for content
• 44% of women would be interested in using an app store for content

8. Mobile Media landscape, 2005-2007
Mobile operator
Content provider
Messaging Games Video TV Music Mobizines
Location UGC Social networking Innovation
Search
Mobile Internet Mobile apps
Mobile advertising

9. Everyone is going mobile
Infotainment
Content
Services Entertainment

10. 2008: The arrival of the open Internet
The Mobile Medium
high
Messaging Voice
Content provider
Mobile operator
Mobile Internet Mobile apps
Priority
Social networking Search
Services
Location
Mobile advertising
Low
Content
Next up?

11. Enhancement
Entertainment
Services
Content Functionality

12. APPocalypse Now – all about the OS
The Mobile Medium
high
Messaging Voice
Mobile Internet Mobile apps
Mobile operator
Priority
Social networking Search
Sony Ericsson
Blackberry
Nokia/Ovi
Samsung
Android
Apple
Puma
LG
Services
Location
Mobile advertising
Low
Content
Next up?

13. Free Which of the following would you like to
receive to lower the cost of using your
mobile?
70%
60%
5 SMS adverts per day
50% in exchange f or 250 f ree
messages and 100 mins
of voice calls per month
Free games with
40% adverts bef ore playing a
game
Free music with ads
bef ore listening to music
30%
Free video (such as
sport clips) with ads
20% bef ore and during the
viewing
10%
0%

14. Everyone is going mobile
Mobile Internet application users, China, 2009
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Mobile TV Mobile Email Mobile online Mobile social Mobile online Mobile search Mobile Mobile
gaming networking music reading chatting

15. Australia
How Australians use their mobile
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0

16. Indonesia US $584 million in 2013

17. Malaysia
US $481 million in 2013

18. Thailand US $414 million in 2013

19. Here’s how the experts do it
US $5.2 billion

20. Everyone is going mobile

21. Part 2: Communicating with #1
MESSAGING
MOBILE INTERNET
CONSUMER ATTENTION
SOCIAL NETWORKING
CONSUMER REACH
MOBILE CONTENT
APPS

22. Roadshow: Asia Report extract from
“The Essential Guide to Mobile… in Asia”
will be distributed after the event to all delegates
50% discount to all Roadshow delegates
Nick Lane
Chief analyst
mobileSQUARED
nick@mobilesquared.co.uk