The Chronicles of a Mobile
Web Economy Media, Apps Store & Augumented Reality Dr Bernard Leong Partner, Thymos Capital LLP http://www.bernardleong.com Twitter/GMail: bleongcw

Outline • Trends and Observations
of Mobile-Web in Asia Pacific. • 3 Lessons on Developing Mobile-Apps Store. • Where do we go from there?

Source: Chris Anderson, “The Long
Tail”

Inventory Storage & Distribution Costs
Insignificant Source: Chris Anderson, “The Long Tail”

Inventory Storage & Distribution Costs
Insignificant User Driven Innovation Source: Chris Anderson, “The Long Tail”

Inventory Storage & Distribution Costs
Insignificant User Driven Innovation Opportunities for Niches Markets Source: Chris Anderson, “The Long Tail”

Inventory Storage & Distribution Costs
Insignificant User Driven Innovation Opportunities for Niches Markets Signal to Noise is higher Source: Chris Anderson, “The Long Tail”

Inventory Storage & Distribution Costs
Insignificant User Driven Innovation Opportunities for Niches Markets Signal to Noise is higher Niche getting to the Mainstream is tough Source: Chris Anderson, “The Long Tail”

Inventory Storage & Distribution Costs
Insignificant User Driven Innovation Opportunities for Niches Markets Signal to Noise is higher Niche getting to the Mainstream is tough Platforms are “Walled Gardens” Source: Chris Anderson, “The Long Tail”

Mobile Subscribers (M)/ Internet Users
(M) Internet Penetration (%) (Mobile Penetration %) China 300 22.4 595 / (44.7%) Hong Kong 4.8 69.5 11.4 /(163.1%) India 81 7.1 413 / (N/A) Indonesia 25 10.5 128 / (N/A) Japan 94 73.8 102 / (N/A) South Korea 36.7 76.1 46 / (93.4%) Malaysia 15.8 62.8 27.1 / (N/A) Philippines 14 14.6 68.1 / (60%) Singapore* 3 122% 5 / (136%) Taiwan 15 20.5 25 / (110%) Thailand 13 24.2 61.9 / (89%) Vietnam 20 17.2 62 / (N/A) Source: Asia Digital Marketing Mobile-Web Users in Asia Pacific Markets 2008 Association Report 2009 *IDA Official Stats

Mobile Internet Penetration by Market
Major Trends Ongoing in the Mobile-Web Economy

Asia Mobile Users Drive Mobile
Internet Usage

Before 9 Jan 2007... Web
Developers Mobile Developers

Mobile-Web Developers

After that, the iPhone changed
the mobile-web landscape

Developers Consumers Apps Store (Publishers)
Content Providers Telcos ©BL Mobile-Web Apps Store EcoSystem

Lesson 1 Focus on one
platform before scaling it up.

Apps Store HTC Hero, Lenovo
OPhone, Handsets Motorola MC iPhone Nokia N97 LG, Motorola, Blackberry Storm (Examples) series, LG, HTC Samsung Galaxy Phillips Operating iPhone OS 3.0 Symbian OS 9.4 Google Android Blackberry OS 4.7 Windows Mobile System (Mac OS X) Series 60 Rel 5 Developer (70%), Developer (70%), Revenue Nokia (30%) in Developer (70%), Google (30%) - Model net refunds after Developer (80%) Developer (70%) Apple (30%) for sale pays carriers and for credit card sales, per sale per sale of apps. billing settlement Developers fixed operator costs billing ©BL

Apps Store Standard Program Annual
US$200 (US$99) and Developer 50 Euros $25 (includes ten app $99 Enterprise Program Fee submissions) (US$299) Paid Apps: Austria, Frane, Germany, Apps Store in 77 Market Coverage Global Netherlands, Spain, US, UK & Canada Global Countries US & UK Free Apps: Global Downloads 2B 10M N/A N/A N/A ©BL

Apps Store Developers paid via
Credit Card or Payment direct deposit into Phone Bill with Google Checkout PayPal Credit Card Model bank account telco billing (monthly) 18M licenses 30M devices sold to all Market Size 50M Nokia (17M iPhones and N/A 21M subscribers handset (by 2008) Devices 13M iPod Touch) vendors for Windows CE developer.android msdn.microsoft Resources developer.apple.com publish.ovi.com na.blackberry.com .com .com ©BL

Demo in SingTel HTC Dream
Android Launch Former CTO of Mixi is advisor to this company http://www.foyage.com

Lesson 2 Don’t put your
eggs on one apps store basket!

Free Premium Version and Premium
(US$7.95) Free Version (US$3.99) iTunes has too many twitter apps and none Highest downloaded paid app of them are monetising well. in Ovi Store (no competitors) Identify the Blue Ocean and Your App might make the mark

Lesson 3 Understand the App
Store Cycle & Support

Apps Discovery Share/Tell a Friend
(Viral Screenshots, Rankings, Ratings and comments Repeat Process Decision to Purchase Transaction Payment Model Apps & Updates Integrated with Telco Operator Purchases & Downloads Status Check out Account Mobile or Desktop initiated Revenue Sharing

What’s interesting
for Developers?

“And one last
thing...”

BuUuk - Android & iPhone
App in SG Augmented Reality - The Next Craze

Thank You
http://www.bernardleong.com
Twitter/GMail: bleongcw