the why and how of mobile
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The Why & How of MobileMartijn Pannevis - @PanMan
Show Me The Money ’09
Show me the money!
15.00 Doors open
16.00 Opening
16.10 Introduction of event
16.20 Kick-off: Jan Smits
16.40 5 min case showdown
17.20 Break
17.50 Banking 2.0: Ton Wesseling
18.10 Keynote: Dan Armstrong
18.40 Wrap-up: Jan Smits
18.55 Drinks
Jan SmitsTechnische Universiteit Eindhoven
Wim WendtManager Business Innovation LogicaCMG
Tobias StögerFounder Outbank
Igor HendriksenNew Media & Broadcasting Payter
Ton Wesseling Senior Internet Strategist
Dan ArmstrongCTO, Rabo Mobiel
#5Program Speakers
Show me the money!
15.00 Doors open
16.00 Opening
16.10 Introduction of event
16.20 Kick-off: Jan Smits
16.40 5 min case showdown
17.20 Break
17.50 Banking 2.0: Ton Wesseling
18.10 Keynote: Dan Armstrong
18.40 Wrap-up: Jan Smits
18.55 Drinks
Jan SmitsTechnische Universiteit Eindhoven
Wim WendtManager Business Innovation LogicaCMG
Tobias StögerFounder Outbank
Igor HendriksenNew Media & Broadcasting Payter
Ton Wesseling Senior Internet Strategist
Dan ArmstrongCTO, Rabo Mobiel
#5ProgramSpeakers
Why?
What would you rather miss for one year?
31%
69%
SexTelefoon
Mobile is Personal
CC By http://www.flickr.com/photos/seandreilinger/133299418
Mobile is Social
CC by http://www.flickr.com/photos/polvero/3551035260
Mobile has Context
CC By http://www.flickr.com/photos/delphien/3029504174
Mobile is always near
CC By http://www.flickr.com/photos/lanier67/2979124681
Most important medium
10-19
20-29
30-39 21
28
42
10
12
11
30
37
22
39
23
25
Age
TV PC Other Mobile
Newspapers PC’s Landlines TV’s Bank accounts Radio’s Mobile Phones
4,600
3,900
2,200
1,5001,2001,100
480
Number of devices
Massai krijgers
CC by http://www.flickr.com/photos/markkelley/1022720488/
10
20
30
40
50
60
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Su
bscri
bers
(M
M)
iPhone + iTouch NTT docomo i-mode AOL Netscape
33
iPhone + iTouch vs. NTT docomo i-mode vs. Netscape vs. AOL Users
First 20 Quarters Since Launch
Note: *AOL subscribers data not available before CQ3:94; Netscape users limited to US only.
Source: Company Reports , Morgan Stanley Research.
Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
Desktop Internet
AOL*
v 2.0 Launched 9/94
Mobile Internet
NTT docomo i-mode
Launched 6/99
Mobile Internet
iPhone + iTouch
Launched 6/07
~57MM
~25MM
~7MM
Desktop Internet
Netscape*
Launched 12/94
~11MM
0M
5,000M
10,000M
15,000M
Okt 2007 Sept 2009
2.500.000 Users in NL
1 Nu.nl
2 Google
3 Buienradar
4 Hyves
5 Hotmail
6 9292
7 Telegraaf
8 Gmail
9 NS
10 NOS
Top 10 in NL
1 Nu.nl
2 Google
3 Buienradar
4 Hyves
5 Hotmail
6 9292
7 Telegraaf
8 Gmail
9 NS
10 NOS
Trends in NL
Locatie based
1 Nu.nl
2 Google
3 Buienradar
4 Hyves
5 Hotmail
6 9292
7 Telegraaf
8 Gmail
9 NS
10 NOS
Nieuws
Trends in NL
1 Nu.nl
2 Google
3 Buienradar
4 Hyves
5 Hotmail
6 9292
7 Telegraaf
8 Gmail
9 NS
10 NOS
Social Communication
Trends in NL
1 Nu.nl
2 Google
3 Buienradar
4 Hyves
5 Hotmail
6 9292
7 Telegraaf
8 Gmail
9 NS
10 NOS
Top 10 in NL
Hyves:200.000.000 pageviews 1.000.000
users
NOS18.000.000
teletext pagina’s
How?
PlatformsCC By http://www.flickr.com/photos/stuckincustoms/211239773
PC world
Mobile
CC by http://www.flickr.com/photos/d_a_v_i_d_m_/89612916
Mobile Platforms
Symbian S60
J2me
Blackberry
Windows Mobile
SMS
Mobile Web
Widgets
iPhone
Android
Symbian S60
J2ME - PRO
J2ME - CON
Blackberry
Windows Mobile
SMS
CC By http://www.flickr.com/photos/sis/2789152982
William Gibson
"The future is here. It's just not evenly distributed yet."
iPhone
Android
CC By http://www.flickr.com/photos/laihiu/3799313903/
AndroidMore open than iPhone:
Possible to replace native parts (ie contacts)
hook into OS. (ie: Receive SMS)
run background tasks.
Market & Own distribution possible (but not common).
Growing, but not there yet
Mobile Widgets
Mobile Web
Normal vs. Mobile web
Few browsers
Consistent behaviour
Big screens
Input: mouse
Many browsers
Different browsers
Different screen sizes
Keypad/touch/mouse emulator
Mobile Web
Like the normal web, but not
Again: Lot’s of fragmentation
decide on resources, optimization per platform, and wanted reach
Big range of devices: From highest-end browsers (iPhone) to very low end
Almost no direct monetization possible
Mobile web is the future
Like normal web: distribution rules
Interface & sensor access will get there
Most apps are lists & screens with data anyway
HTML 5 is leading the way: Cool new things
Worldwide Distribution
Worldwide Payments
Appstore
112.556 apps
Appstores are the new black
So, which one?
Which platform?
Reach in YOUR target group
Capabilities needed
Future-ness (that’s a perfectly cromulent word!)
It’s still nowhere near a mature market
If possible, go with the web
Multiple Platforms
Don’t start from scratch all the time
Build (internal) API
If you are popular others will build for you :) eg: Twitter
0%
10%
20%
30%
40%
50%
60%
70%
Symbian iPhone RIM Windows Android
SalesWeb Usage
Native Apps
Why go native on mobile?
More control over the user experience
Richer interaction (make buttons do stuff)
Access to sensor data
Distribution through appstores
Pay $100.
Xcode
Testing
Simulator
Test on device!
CC from http://www.flickr.com/photos/bendodson/3367856091/
UDID’s
CC by http://www.flickr.com/photos/8533266@N04/2075411436/
Objective C. Not easy
CC by http://www.flickr.com/photos/veggiefrog/3435380297
WebApps
Powerful browser
Web Based
Browser Install
Run as app
Games
Dashcode
Disadvantages
CC by http://www.flickr.com/photos/iko/145211107/
Appstore
PhoneGap!
Native
Web-based apps
WWW folder
Submit
Online app Management
Submit
CC by http://www.flickr.com/photos/bright/77891644/
Wait....
CC by http://www.flickr.com/photos/flod/3241103792/
Wait..........
CC by http://www.flickr.com/photos/flod/3241103792/
Approved
CC by http://www.flickr.com/photos/striatic/2145725302
Appstore
Make Money!
CC by http://www.flickr.com/photos/daviddmuir/2125697998/
Layar
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Beatles
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