1.
1

2.
LINKÖPING
12 MAJ, 2011

3.
When was the last time you were
lost?

4.
When was the last time you
posted a photo to a friend?

5.
When was the last time you had
nothing to do?

6.
In the next decade,
You can communicate with everyone

7.
In the next decade,
You can communicate with everyone
You will never forget anything

8.
In the next decade,
You can communicate with everyone
You will never forget anything
You are never lost

9.
In the next decade,
You can communicate with everyone
You will never forget anything
You are never lost
You are never lonely

10.
In the next decade,
You can communicate with everyone
You will never forget anything
You are never lost
You are never lonely
You are never bored

11.
The lifestyle change will be enormous

12.
Mobile World Congress in Barcelona
Held annually in February

13.
49 000 visitors from 182 countries (2010)

14.
49 000 visitors from 182 countries (2010)
+
54% ”C-Level Executives” (2010)

15.
49 000 visitors from 182 countries (2010)
+
54% ”C-Level Executives” (2010)
+
2 800 CEOs (2010)

16.
Keywords of the year:
Android, Tablets, 3D phones

17.
Android

18.
400 000 daily activations

19.
400 000 daily activations
+
200 000 applications

20.
400 000 daily activations
+
200 000 applications
+
Forecasted at ~38% of the smartphone market 2011

21.
Android will soon become the #1 Smartphone operating system

22.
Android will soon become the #1 Smartphone operating system
+
Largest sales volume

23.
Android will soon become the #1 Smartphone operating system
+
Largest sales volume
+
Largest user base

24.
”We’re porting Android 3.0 for tablets this year”-
20th April 2011, Intel CEO Paul Otellini

25.
Mobile telephones and technologies

26.
3D Screens

27.
“Our best sensor technology is built in one of the
(tsunami) affected factories. Those go to Apple for
their iPhones.” - Sir Howard Stringer, Sony CEO

28.
Motorola Atrix smartphone dock

29.
Tablets
Blackberry Playbook (QNX)

30.
HP TouchPad (WebOS)

31.
Motorola Xoom (Android 3.0)

32.
LG OptimusPAD (Android 3.0)

33.
Samsung Galaxy Tab 10.1 (Android 3.0)

34.
HTC Flyer (Android 2.3)

35.
All tablets launched at the conference were faster than the Apple iPad

36.
All tablets launched at the conference were faster than the Apple iPad
+
Then, a month later, Apple launches iPad 2

37.
Source: Anandtech

38.
Seminars – Near-field Communication

39.
Robert Conway, CEO GSMA

40.
Near-Field Communication use in Japan:
60 percent of all mobile users use NFC regularly
1.4 million stores use NFC for mobile payments

41.
Seminars – WAC

42.
Seminars – WAC?

43.
Randall Stephenson, CEO AT&T

44.
Peter Suh, CEO WAC

45.
WAC App Store in all new Samsung phones

46.
Still many years behind current application frameworks
Need HTML5, WebGL, audio streams, and more

47.
Still many years behind current application frameworks
Need HTML5, WebGL, audio streams, and more
+
Missing partners: Apple, Google, Microsoft, …

48.
Creativity

49.
John’s phone

50.
New news!

51.
Google launches Google Music (May 10th)

52.
Google launches Google Music (May 10th)
+
Microsoft acquires Skype for $8.5 billion (May 10th)

53.
Google launches Google Music (May 10th)
+
Microsoft acquires Skype for $8.5 billion (May 10th)
+
Nvidia acquires Icera – a maker of baseband processors (May 9th)

54.
Mobile applications

55.
What business case is there in mobile applications?

56.
Telia Navigator for IPhone
Goal: ”Create a good looking navigator”

57.
A Swedish Industrial Corporation
Launching a revolutionary new product next year.
Create an advanced 3D game for Android & iOS.

58.
A Swedish bank wanted to
create an app for iOS & Android so their
clients can get live data to their phones

59.
Another Swedish Industrial Corporation is
rolling out iPhones worldwide, to everyone
Needed help to create an internal app strategy

60.
1. Selling apps as products
Simple business case

61.
1. Selling apps as products
Simple business case
2. Apps as a part of a marketing campaign
Relatively simple business case - reserve marketing budget

62.
1. Selling apps as products
Simple business case
2. Apps as a part of a marketing campaign
Relatively simple business case - reserve marketing budget
3. Apps as added value to clients
Complex business case - how can this value be measured?

63.
1. Selling apps as products
Simple business case
2. Apps as a part of a marketing campaign
Relatively simple business case - reserve marketing budget
3. Apps as added value to clients
Complex business case - how can this value be measured?
4. Internal apps for data and media access
Complex business case - how can the cost be motivated?

64.
Mobile applications are products

65.
Mobile applications are products
+
Normal product development processes apply

66.
Mobile applications are products
+
Normal product development processes apply
+
Keywords are Marketing, Usefulness and Quality

67.
THANK YOU!
peter.andersson@hiq.se