Why Mobile Matters & How to Take Advantage of It
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Why Mobile Matters & How to Take Advantage of it Bernard Leong CTO & Co-Founder http://www.yourchalkboard.com 1
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Recently, since the launch of the iPhone, a couple of new trends have developed: (a) the emergence of mobile apps store, (b) the convergence between mobile and web developers, (c) the focus on deploying apps relevant to the consumers in the marketplace and (d) social media deployment thru mobile for customer interaction & engagement. How does one from another industry for e.g. healthcare and travel able to tap on the new mobile trends in engaging and interacting with consumers? We explore how social media with mobile can help other industries in searching for ways and means to connect with customers. In this talk, we discuss the emerging trends and how to navigate and tap on the mobile ecosystem and deliver new value to the customers. Delivered on (a) 24 August 2010 in Ascendas Lunch Time Talks (b) 20 Jan 2011 in HDB ICT Seminar (c) 21 Jan 2011 in Rotary Club Suntec City Singapore Updated on Jan 26 with new statistics and new notes on the case study on Chalkboard.
Transcript of Why Mobile Matters & How to Take Advantage of It
Why Mobile Matters& How to Take Advantage of it
Bernard LeongCTO & Co-Founder
http://www.yourchalkboard.com1
Outline• Why Mobile Matters:
Trends and Observations of Mobile-Web in Asia Pacific.
• How to take advantage of it: Lessons on Developing Apps in the Mobile-Web Economy.
• Marketing & Advertising in the Mobile-Web Age.
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5B Mobile Subscribers in the World
Why Mobile Matters?
75%
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48%mobile users are from
China, India, US, Russia & Brazil
521Musers in Skype, making it the largest
telecommunications company
45%of an average iPhone user’s time is
spent on making calls
69%mobile traffic are coming
from videos
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Source: Morgan Stanley, 2010
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Mobile Phonesbased on World Population
Smart Phones Feature (WAP) Phones
Basic Phones
15-20%
25-40%
40-60%
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Internet Users (M) Internet Penetration (%) Mobile Subscribers (M)/(Mobile Penetration %)
China
Hong Kong
India
Indonesia
Japan
South Korea
Malaysia
Philippines
Singapore*
Taiwan
Thailand
Vietnam
420 31.6 833 / (63.4%)
4.8 69.5 11.4 /(163.1%)
81 7.1 706 / (59.5)
30 12.3 168 / (73.1)
99 78.4 127 / (84)
39.4 81.1 48 / (97.2%)
16.9 64.6 27.1 / (N/A)
29.7 19.7 92 / (73.6%)
3.7 77.8% 5 / (136%)
16.3 70.1 25 / (110%)
17.5 26.3 56 / (81%)
24.6 27.5 89 / (38.8%)
Source: Internet World StatsCIA World Book, *IDA Official StatsMobile-Web Users in Asia Pacific Markets 2009/2010
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Mobile Internet Penetration by Market
Major Trends Ongoing in the Mobile-Web Economy8
Asia Mobile Users Drive Mobile Internet Usage
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Before 9 Jan 2007...
Web Developers Mobile Developers
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Mobile-Web Developers
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After that, the iPhone changed the mobile-web landscape
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Developers
Apps Store
Consumers
TelcosContent Providers
Mobile-Web Apps Store EcoSystem©BL
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Before you want to go mobile ...
• Why is your company or organization going mobile?
• What is the value of your mobile or web app to the consumer (B2C) or user (B2B)?
• How do you attract users to your app - via localization or content?
• Which platform should your app be on?
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Types of Apps
Web App (HTML5) Native App (SDKs)
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Lesson 1
Focus on one platform before scaling it up.
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Apps Store
Handsets(Examples)
iPhone, iPad
Nokia N97, Nokia N8
HTC Desire, Lenovo OPhone,
LG, Motorola,Samsung Galaxy
Phillips
Blackberry StormBlackberry Torch
Blackberry Playbook
Motorola MC series, LG, HTC
OperatingSystem
iPhone OS 4(Mac OS X)
Symbian OS 9.4Series 60 Rel 5
Symbian^3
Google Android2.2 (Froyo),
3.0 (HoneyComb)
Blackberry OS 5,Blackberry OS 6
Windows 7 Mobile
Revenue Model
for Developers
Developer (70%), Apple (30%) for sale
of apps.
Developer (70%),Nokia (30%) in
net refunds after credit card sales, fixed operator
billing
Developer (70%),Google (30%) -
pays carriers and billing settlement
costs
Developer (80%)per sale
Developer (70%)per sale
©BL
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Apps Store
Annual Developer
Fee
Standard Program (US$99) and
Enterprise Program(US$299)
50 Euros US$25 US$200 US$99
Market CoverageApps Store in 77
CountriesGlobal
Paid Apps: Austria, France, Germany,
Netherlands, Spain, US & UK
Free Apps: Global
US, UK & Canada, Singapore,
Indonesia, Hong Kong, Thailand,
Malaysia
Global
Downloads Close to 10B3M downloaded
per day2.7B
2M downloaded per day
N/A
©BL
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Apps Store
Payment Model
Developers paid via direct deposit into
bank account (monthly)
Credit Card or Phone Bill with
telco billingGoogle Checkout PayPal Credit Card
Market Size(by 2010)
100M iPhone Subscribers
106M Ovi Subscribers
8.5M Android Market
Subscribers
55M subscribers,35M App World
usersN/A
Resources developer.apple.com publish.ovi.comdeveloper.android
.comwww.blackberry.co
m/developerscreate.msdn.co
m
©BL
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Source: Gartner, 10 August 2010
Worldwide SmartPhone OSdistributions
778K iPhonesvs 110K Android handsets
58K iPadsSource: Mobile Traffic data from Google, Oct 2010
and ST Digital Times (iPad)
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300K apps62,126 Developers
85% iPhone, 7% iPad
Average Price: $2.43
Performance of Apple Ecosystem
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200K apps
35.4% Paid, 64.6% free
65% Android 2.2 (Froyo)
34 Mobile Devices
Performance of Android Ecosystem
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Lesson 2
Don’t put your eggs on one apps store basket!
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Freeand Premium
Version(US$3.99)
Free
Premium Version(US$7.95)
Highest downloaded paid appin Ovi Store (no competitors)
Identify the Blue Ocean and Your App might make the mark
iTunes has too many twitter apps and noneof them are monetising well.
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Lesson 3
Understand the App Store Cycle & Support
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Apps & UpdatesPurchases & Downloads Status
Mobile or Desktop initiated
Payment ModelIntegrated with Telco Operator
Check out AccountRevenue Sharing
Apps DiscoveryShare/Tell a Friend (Viral
Screenshots, Rankings, Ratings and comments
Decision to Purchase
Transaction
Repeat Process
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Lesson 4
Don’t overload content & focus on design!Sharing of Interesting Apps
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Wikipedia Epicurious Currency
Apps can be global ...
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but localization of content is important
HungryGoWhere SG Events SG Malls
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Mobile Photo-Location Based & Video Services
Instagram Qik
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Sekai Camera
Buuuk
Augmented Reality + Location Based Services
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Banking Apps in Singapore
OCBC iPad Banking App DBS Banking App
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Examples of Disrupting Technology
Square utilizes iPad& iPhone to dosecure payment.
Founded by JackDorsey (Twitter)
Raised US$27.5Mfrom Sequoia,
Khosla & Angels
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Mobile Marketing & Location Based Services
Global Brands
# of companies
Mar
ketin
g b
udge
t ($
)
Mid size companies with country-wide ops
Small Medium Businesses + Mom-Pop Shops
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Global Brands
# of companies
Mar
ketin
g b
udge
t ($
)
Mid size companies with country-wide ops
Small Medium Businesses + Mom-Pop Shops
Mobile Advertising Networks vs Marketing Budgets
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Case Study: Chalkboard
Upload Promotions
Our Web Dashboard
SMS
Distribution Channels
Web Publishersvia HTML5 Browsers
Social Media
Local Business Consumers
3rd party mobile applications
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12.5%Coverage of ALL Singaporeans
550,000Unique Users/ Month
9 millionImpressions and doubling every 3 weeks
142%Mobile Penetration In Singapore
• 1.4m people between age 15-39
• 770,000 iPhone users
• 123,000 Android phones
• 58,000 iPads
• 1 in 3 searches are local
Case Study: Chalkboard39
Case Study: Chalkboard40
Future Directions
• Mobile Apps has extended from phones to tablets/pads.
• Ubiquitous computing in different products?
• Apps Stores of the Future? Do you need one?
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http://www.bernardleong.com
Slideshare/Twitter/GMail: bleongcw
Thank You
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