Presentation give to the Nokia Developers Day 2nd March 2010. Provides an overview of the Australian Mobile landscape as at March 2010.

1. More than a phone The mobile revolution. Site, apps, handsets

2. How many did you say? Subs Growth ARPU VHA: 6.895 (+584k) $56 Optus: 8.224 (+591) $48 Telstra: 10.387 (+681) $50.55 25.506 +1.856 - 7.8% growth in less than 1 year Wireless Broadband: VHA 673 (+133.7%) Optus 799 Telstra 1.325 ( +73%) Australian Population: 21.374 Mobile subscribers: 25.506 119% penetration

3. Ubiquitous doesn’t come close… Personal Pervasive Always on Uniquely anthropomorphized Increasingly first point of call

4. Our mobile behaviour As a phone, not that much has changed As a connection device, everything has Social connection Business connection Entertainment connection Internet connection Personal connection We need to think about experiences here Is advertising relevant and right? What is the role of personalisation? What rights do we have to track and monitor behaviour? Privacy will become more of an issue

5. The third (and sometimes fourth) screen Multitasking

6. Connection between/across devices Semantic machine to machine communication On unusual devices: Crowdsourcing traffic from GPS signals Interaction between smart remotes Home sensing/smart meters Connectivity to the world - everywhere

7. IMHO iPhone changed the mobile landscape Increased use of mobile beyond calls Apps store proved a business model Side loading was shown to work Control/non-open nature of Apple is an issue What we can learn from this User experience has to be the starting point Good technology should never need a user guide Features aren’t the driver, ease of use is Mobile is more than a phone – an ecosystem

8. For developers iTunes apps store is crowded now Discovery is hard, stickiness is harder There is a hungry market that wants a go... Different handset, same functionality The idea of owning the user (and the data) has to go Freemium models are proven and preferred Let me chose what I pay for (even with attention) Lifestyle first, features second Where, when, why – will mobile be used? Social is likely to remain a key driver Advertising and marketing need to fit into this

9. What next? Augmented Reality (for business and play) Recognizr, Layar, Insqribe, Across Air, Junaio mCommerce Contactless payment, RFID, mWallets Smart remotes for life More than just device management Lifecaching Still/always. In the cloud Deconstructing the device Wearable, embedded

10. More than a phone Millions of people are discovering the internet on their handheld devices... What world can we build them?