1.
Johan Sanneblad, Ph.D
Business Developer
HiQ Göteborg

2.
Helping our clients grow their business
by creating and launching novel mobile apps

3.
T
UC
OD
PR
Case 1: Telia Navigator for iPhone
Goal: “Create a good looking navigator”

4.
E
LU
Case 2: A Swedish bank.
VA
Create an app for iOS & Android so their
clients can get live data to their phones.
D
AD

5.
NG
TI
Case 3: A Swedish Industrial Corporation
KE
Launching a revolutionary new product next year.
Create an advanced 3D game for Android & iOS.
AR
M

6.
AL
RN
Case 4: Another Swedish Industrial Corporation
Rolling out iPhones worldwide, to everyone
Need help to create an internal app strategy
TE
IN

7.
Today’s App Business
1. Selling apps as products
Today iOS is still the premium platform for commercial apps
Simple business case
2. Apps as a part of a marketing campaign
Need to support both Android & iOS
Relatively simple business case - reserve marketing budget
3. Apps as added value to clients
Need to support both Android & iOS
Complex business case - how can this value be measured?
4. Internal apps for data and media access
Usually need to only support one platform
Complex business case - how can the cost be motivated?
Ordering apps: “Please make it so people want it”
“We have calculated at least 720 000 downloads for ROI”

8.
Order apps from people that you feel
has a good sense for High Quality

9.
Mobile Trends

10.
In your lifetime you will experience
2-3 technology shifts.
From the mainframe transition ...
... to the PC transition ...
.. to the Mobile transition
In 10 years we can expect the world
to be much more mobile.

11.
When was the last time
when you were lost?

12.
When was the last time
you posted a photo to a friend?

13.
When was the last time
you had nothing to do?

14.
In the next decade:
You will never forget anything.
You are never lost.
You can communicate with everyone.
You are never lonely.
You are never bored.

15.
The lifestyle change will be enormous

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And this is only the beginning

17.
Best place to look for trends:
Mobile World Congress in Barcelona
Held annually in February every year

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49,000 visitors from 182 countries
(2010)

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54% “C-Level Executives”
(2010)

20.
2,800 CEOs
(2010)

21.
Exhibition
Seminars
Trends

22.
Exhibition

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

24.
Android

25.
350 000 daily activations
(over 130 million devices per year)
150 000 apps

26.
= Android will soon become the
#1 Smartphone operating system
Largest sales volume, largest user base

27.
Tablets

28.
Personal observation:
More iPads than laptops...
Only 2 Galaxy Tab devices

29.
RIM PlayBook (QNX)

30.
HP TouchPad (WebOS)

31.
LG OptimusPAD

32.
Samsung Galaxy Tab 10.1

33.
HTC Flyer

34.
Motorola Xoom

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

36.
Then a month later Apple launches iPad 2

37.
Xoom versus iPad 2
Anandtech, March 13

38.
In terms of performance,
the iPad 2 is still a year or two ahead

39.
Why should I get an iPad?

40.
It will not replace your computer.
Working with information is still inefficient.

41.
It can however be a better tool than a laptop

42.
1. The social aspect - no more “laptop walls”

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2. The battery aspect - no need for a power outlet

44.
3. The portable aspect - much lighter than a laptop

45.
Myself, I can type almost as fast
on my iPad 2 as I can on my laptop

46.
2011 will be the year of the tablet

47.
Phones

48.
LG

49.
HTC

50.
HTC Chacha & Salsa

51.
Sony Ericsson

52.
New Technologies

53.
“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

54.
P2i

55.
Seminars

56.
Robert Conway, CEO GSMA

57.
Near-Field Communication use in Japan:
60 percent of all mobile users use NFC regularly
1.4 million stores use NFC for mobile payments

58.
WAC

59.
WAC?

60.
Randall Stephenson, CEO AT&T

61.
Peter Suh, CEO WAC

62.
WAC App Store in all new Samsung phones

63.
Still many years behind current apps...
Need HTML5, WebGL, audio streams, and more
Missing partners: Apple, Google, Microsoft, etc

64.
Masayoshi Son, CEO SoftBank

65.
Summary
Very broad use of mobile apps today
Products, marketing, added value and internal use
Order from people you trust. Think High Quality!
Your business case depends on it!
2011 - The year of the tablets
Can drive your TV, stereo, and replace your laptop
In 2-3 years
Tablet performance will be good enough to replace your PC
Mobile Phone payments still years ahead
Everyone seems to wait for Apple & Google to launch it
Used broadly in Japan, mainly due to operator support
This is only the beginning of the mobile transition
The lifestyle change in 10 years will be enormous

66.
Thank You!
johan.sanneblad@hiq.se