The top four trends shaping the mobile market 2010-2015

Hampus Jakobsson

A tale of two markets

168 m

111 m

85 m

70 m

69 m

70 m1000 m

NokiaAndroidBlackberryWinMobileiPhoneOtherText&Talk

Source: OVUM Outlook 2015

The death of the feature phone

Super phones Basic phones= platforms = price

Data > 3G

Internet > Screen

A spear and a platform

Educating the market and has e2e control

Minimizing the threshold to building a device

Commoditizes the MNOs to data pipes

Commoditizes the OEMs to hardware vendors

3rd party innovation

A digital cloud lifestyle

The Apple Lesson of 2010: One brand and UX with multiple touch points

The Apple Lesson of 2007: Ease of Use trumps Features

And the old lesson is still holds true

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Platforms are content formats, and consumers buy content and experiences and not devices

The platform war

SUMMARY

1. Two markets with different strategies: super phones and basic phones

2. Data is exploding, which makes most MNOs more focused on data pipelining

3. The platforms are content formats 4. Third party innovation and Internet

transforms the market focus and ways of development