GABA Mobile Internet Strategy Series.ppt...The iPhone and Android phones clearly generate the most...
Transcript of GABA Mobile Internet Strategy Series.ppt...The iPhone and Android phones clearly generate the most...
German American Business Association Mobile Internet Strategy Series 2009Mobile Internet Strategy Series 2009
06/11/2009
Panelists:
Holger Luedorf, Senior Director - Strategic Partnerships, Yahoo! Mobile
Willie Jow, Vice President - Business Operations & Mobility Products, Sybase
Prashant Chatterjee, Director - Mobility & Industry Analytics, SAP
Nischal Piratla, Chief Scientist - Mobile Services & Platforms, T-Labs USA
Moderator: Daniel Kellmereit, CEO Detecon Inc. – Deutsche Telekom Group
Deutsche Telekom Group
The traditional fixed Internet transitioned from a closed model dominated by ISPs to anFixed vs Mobile InternetA Brief History of the Internet
Awareness2000
Open Internet1995
Closed Internet2005
Closed Mobile Internet2008 - 2010?
Open Mobile Internet
The traditional fixed Internet transitioned from a closed model dominated by ISPs to an open model dominated by software service providers. Will the mobile Internet follow?
Beginning of serviceMost content through service provider portalNews and basic
Open InternetClosed Internet Closed Mobile Internet Open Mobile Internet
Service and application providers such: as Yahoo, Google, Microsoft, Amazon, Ebay, startups, etc.
Basic serviceMost content through service provider portalNews and basic
Service and application providers such: as Yahoo, Google, Microsoft, startups, Apple? Nokia? Carriers?News and basic
communications services (email, messenger, etc.)
Today
Ebay, startups, etc. News and basic communications services (email, carrier messenger, etc.)
pp
Early ISPs such as: America Online, Deutsche Telekom,British Telecom, etc.
Proliferation of servicesMost content from major news and search portals
Tier 1 carriers such as: NTT DoCoMo, Deutsche Telekom,Vodafone, etc.
Proliferation of servicesWell-known software
news and search portals run by software playersDot-com crash shows need for monetizationAdvanced communication
i ( t t social
players transfer to mobileCarriers and OEMs want to enter service spaceAdvanced services like status, LBS, etc. mature
Page 1
Timeservices (status, social groups)
New players from the software and internet space bring new mobile competencies whichCompetitive ChallengesEcosystem and Key Players
Global ReachService Scale
New players from the software and internet space bring new mobile competencies which threaten to put carriers at a competitive disadvantage for the mobile service opportunity.
Millions of Unique Visitors Dec. 2007 Major Markets
Innovative ServicesEcosystem
Global Mobile IM Revenues (US $B)
TV Mobile
Services
Apps
Store
Partners
Page 2
Source: comScore, Detecon Research, Strategy Analytics, Ovum
Computer Entertainment Online Content2010 2011 20122008 2009
SmartphonesVendorsSince 2007 BlackBerry has doubled and Apple has tripled its market share at the expenseSince 2007 BlackBerry has doubled and Apple has tripled its market share at the expense of Nokia, Motorola, Sharp and Fujitsu.
Global Smartphone Market Sharep
2007
Others
2008 Q1 2009
Nokia
3%Fujitsu 2%Palm 3%
Sony Ericsson 14%
Others
40%3%
Nokia
3%3%2%
2%12%
37%
Nokia15%
1%3%
1%3%2%
RIE
S.P
PT
5%
6%
49%
10%3%
A l
3%
HTC
2%
SamsungMotorola
Sharp4%
7%
16%9%
A l
3%
HTC
4%6%HTC
Apple
1%
20%10%
3%
TER
NET
STR
ATEG
Y SE
R
BlackBerryApple 16%
BlackBerryApple Apple
BlackBerry
20%
GA
BA
_MO
BIL
E IN
T
Page 3
Source: Strategy Analytics 2009
SmartphonesOSSymbian declines Microsoft stagnates Apple BlackBerry and Android rise upSymbian declines. Microsoft stagnates. Apple, BlackBerry and Android rise up.
Global Smartphone OS Market Sharep
2007
SymbianOthers Android Symbian Symbian
2008 Q1 2009
Symbian
12%Microsoft
3%Apple 12%
Others
9%
9%
%
Symbian
Apple
LiMo1%
2%2%
7%
41%Android
Symbian
LiMo4%1%3%
1%
1%
15%
RIE
S.P
PT
63%10%BlackBerry
49%
16%
13%
Microsoft
7%
12%
18%13%Apple
LiMo 1%
TER
NET
STR
ATEG
Y SE
R
BlackBerry BlackBerryMicrosoft
GA
BA
_MO
BIL
E IN
T
Page 4
Source: Strategy Analytics 2009
Mobile Internet UsageUsage per OSThe iPhone and Android phones clearly generate the most mobile web traffic of allThe iPhone and Android phones clearly generate the most mobile web traffic of all smartphones relative to sales.
Handset Sales Compared to Mobile Internet Usagep g
HTML (Net Applications)Mobile Web (AdMob)Handset Sales
52%
43%
65%
( pp )
RIE
S.P
PT
17%
43%36%
TER
NET
STR
ATEG
Y SE
R
9%1%2%
8%12%
17%
2%3%2%5%9% 9%9%
2%6%3%
7%
Palm OtherAndroidiPhoneRIM WindowsSymbian
GA
BA
_MO
BIL
E IN
T
Page 5
y
Source: AdMob 2009
Android vs. iPhone
Both the iPhone and Android support a similar range of apps but Android has the edgeComparison of functionalityBoth the iPhone and Android support a similar range of apps, but Android has the edge in location while the iPhone leads in media.
62%Android All categories are
39%
iPhoneAndroid All categories are
well covered by both platforms,Android has a larger number of location-based applications
Percentages represent the number of apps within the sample set that support each feature; each app can potentially support multiple features
35%32%
22%22%
39%
32%32%
20%20%
The iPhone generally has more media applications, such as those dealing with images, video and audio.
RIE
S.P
PT
5%3%
14%14%11%
0%5%
10%
20%
12%
20%17%
audio. Android is more multi-functional , each Android app handles 2.2 functions, while each iPhone app handles 1 8 functions
TER
NET
STR
ATEG
Y SE
R0%
Back-End
Admin.
Browser-Based
Update Info
Navi. and
Location
ImagesAudioIndirect Comm.
VideoDirect Comm.
Front-End
Admin
handles 1.8 functions
GA
BA
_MO
BIL
E IN
T
Page 6
Source: Detecon Analysis
Mobile EnterpriseResults of Ovum EVUA study: Which applications matter?Mobile email field force automation and M2M are widespread Supply chainMobile email, field force automation and M2M are widespread. Supply chain management, fleet management and mobile marketing are on the agenda.
Which mobile data applications does your company currently use or plan to use?
84%
49% 7%
Currently useDon’t use now but plan toin next 2 yearsDon’t use and don’t plan toField sales force a tomation 39%
Mobile office/mobile email 16%
pp y p y y p
49%
44%
31%
29%
31%25%13%Field service automation
7%
Don’t know
in next 2 yearsDon’t use and don’t plan to
M2M 15% 12%
Field sales force automation 39% 5%
RIE
S.P
PT
24%
13%
42%
46%9%32%Supply chain management
Dispatch/command control 21%13%
TER
NET
STR
ATEG
Y SE
R
13%
9%
42%
43%
57%5% 23%Other location based applications
24%24%Mobile marketing
28%17%Tracking and fleet management
15%
GA
BA
_MO
BIL
E IN
T
Page 7
57%5% 23%Other location-based applications 15%
Source: Ovum EVUA 2008
Mobile EnterpriseCorporate user survey resultsMost corporate users want enterprise applications on their cell phone but are notMost corporate users want enterprise applications on their cell phone but are not convinced by the solutions currently available.
What users think
Mobile access to corporate applications is crucial 82%
What users think…
76% Current virtualization interfaces are inadequate
I t th t li ti f
RIE
S.P
PT
67%
38%
I want the same access to applications from mobile and laptop
My IT department is behind the times in mobile
TER
NET
STR
ATEG
Y SE
R38%
6%
y penterprise applications
My mobile enterprise applications are intuitive to use
GA
BA
_MO
BIL
E IN
T
Page 8
Source: Open Kernel Labs 2009
to use
Social Network Centric PhonesINQ1 integrates social networks. Skype phone sold over 700 00 times since launch in 2007 Twitter feature announced forSkype phone sold over 700,00 times since launch in 2007. Twitter feature announced for this Summer.
RIE
S.P
PTTE
RN
ET S
TRAT
EGY
SER
GA
BA
_MO
BIL
E IN
T
Page 9
Source:
The Apple vs. the Android ModelUser experience vs. freedomAt Apple user experience trumps openness at Android it’s vice versa
AndroidiPhone
At Apple user experience trumps openness, at Android it s vice versa.
Restrictive SDKOne handset makerOne device, one
Open SDK8-10 handset makersAbout 20 devices end of 2009,
screen sizeOne carrier per marketLittle app customization
multiple screen sizesMultiple carriersPlenty of customization options, e. g. carrier brandingLittle rules
RIE
S.P
PT
customizationStrict graphic guidlines
Little rules
TER
NET
STR
ATEG
Y SE
R
Limited options, superior and consistent user e perience
Many options, fragmented, inconsistent user e perience
GA
BA
_MO
BIL
E IN
T
Page 10
Source: Detecon Inc.
experience experience
Thanks for attending!
contact:
Daniel Kellmereit CEO
Detecon, Inc. 128 Spear Street, 4th floorSan Francisco, CA 94105,