mobile - small screen big bet !

Satyajeet Singh .

Small Screen, BIG Bet !!

Internet Access

Mobile Phone Access

ECOSYSTEM

Market Share: OEMs

22.8

16.3

5.74.6332.6

2.42.1

1.7

35.8

NokiaSamsungLGAppleZTERIMHTCMotorolaHuawei DeviceSony EricssonOthers

Aug 2011 -Gartner

Market Share: OS

1 1.61.9

11.7

18.2

22.1

43.4

OthersMicrosoftBadaRIMiOSSymbianAndroid

Aug 2011 -Gartner

Market Share: Browsers

24.5

22.6

13.2

19.8

7.4

12.5

OperaiPhoneNokiaAndroidBlackBerryOther

Nov 2011 -StatCounter

Future

2007 2008 2009 2010 2011E 2012E 2013E 2014E 2015E0

400

800

1200

1600

2000

Mobile Internet Users Desktop Internet Users

Morgan Stanley Research

Mobile Web Usage

StatCounter

2006 2007 2008 2009 2010 20110

1

2

3

4

5

6

7

Prediction

Smartphones, were boldly predicted to out-ship the combined global market of laptop, desktop, and notebook computers in 2012.

They did so in the last quarter of 2010

Smart Phones

13% of total global handsets are smartphones, but they make up 78% of total handset traffic - Cisco

1% increase in Smartphones increases the data usage by 17% - Bharti

Smart Phones Users

35% browse the mobile internet at least daily, versus only 4% of feature phone owners

31% have accessed social networks using their mobile browser, compared to only 7% of feature phone users

70% have accessed email on their mobile device, versus only 12% of feature phone users.

What’s happened in 2010!

In 2010, visitors to web-based email sites declined 6%, but visitors accessing email with their mobile

devices grew by 36%

Traffic to mobile websites grew 600% after tripling between 2009 and 2010

50% of the Tweeps use a mobile device

1/3 of Facebook users access it via mobile and they are twice as active as their desktop counterparts

7% of the mobile Yelp users are responsible for 35% of all their searches

What’s happening Now !

What’s happening Now !

200m videos are being watches on YouTube from mobile devices everyday

30% of the 10m views of the ‘Kolavari di’ were from mobile

What are these guys doing on mobile ?

Where are they accessing it ?

80% during miscellaneous downtime throughout the day

74% while waiting in lines

69% while shopping

64% at work

62% while watching TV (a different study claims 84%)

47% during their commute

When are they accessing it ?

User segmentation !

α) Repetitive now Checking for the same piece of information over and over

again.

β) Bored now Who have time on their hands and are a lot more like casual

Web surfers

γ) Urgent now They request to find something specific fast

- Google

In a nutshell

“Desktop behavior is ‘diving’ while mobile is

‘snorkeling’

- Rachel Hinman (Nokia)

2 Things…

Local

50% of the searches done on mobile are local

- Google

35% were within 1mile of the property

- Priceline

Urgent

Wait time is as low as 6 seconds

- HFI

82% of the users booked for same day

- Priceline

How to go Mobile

Browser vs App

WEB NativeLow MaintenanceSpeed to MarketKnown technologiesCross Platform

Difficult to debugLimited access to HardwareDifficult to monetizeDifficult to distribute

Full access to hardwareEasier DistributionEasier testingEasier to start

App store review processLonger update timeProblem of discovery

Browser vs App

Update Frequency

Usage Frequency Complexity of UI

Importance of Reach

WEB

NATIVE

The problems

Mobile WebPerformance (is getting better)

NativeCross functionality (is getting worse)

but it’ll take time….

…….Till then

HYBRID ?

that is the Next Session !!

Thanks ! satyajeet.singh@gmail.com

@satyajeet