Service2Media Zsaaie Sessie Marcel Roorda 23/9/2010

Agenda

» Introduction Service2Media

» Changing customer behavior

» What does mobile add?

» Some customer cases

» A business case example

» Questions

About Service2Media

» We make: Mobile App Experiences. Across all Devices. Future Proof!

» Development and maintenance of mobile applications characterized

by user friendliness in a complex value chain

» Specialized in apps that touch the core-business of our customers

» Powered by our unique Mobile Application Lifecycle Platform

» Customers include major global brands

» Created in 2005 by senior management of LogicaCMG

» Offices in London, Amersfoort, Enschede, Abu Dhabi, Madrid and

California

» Serving over 70 customers internationally

» More than 85 employees

Customers include major global brands...

New technology has lead to changed customer behaviour A journey to the way they think and act

“We used to refer to new technology as

being always on.

But the truth is that is the consumers

now that are always on.”

Mark Curtis, Fjord

For this generation

» The internet has always been there

» My mobile phone is the most important device

» Music and Films is something I get from the net - for free!

» Newspapers are something you wrap on fish

They want to be in control

“An iPod, a Sony, a laptop, a CD burner,

that kind of thing, allows me to do what I

want with my own entertainment,

whatever that entertainment may be”

Frans,31 Rotterdam

They are looking for personalisation

“I look for ways to express who I

am…all the different parts of

me…through my clothes, my hair, my

flat…”

Amelie, 29 Amsterdam

They expect things now

“People are less patient. Because they

carry a cell phone, they think they can get

what they want immediately. If we want to

know about something, we can get an

answer on the spot” Akihisa Fujita

They know more

“When I go to a shop I don’t need

assistance of a salesman/woman because I

know more then them”

John hammerside

In Conclusion: Always on means .....

Less planning in advance

Relationship to TIME

Less patient Higher pacing

Connect more often, with more people

Relationship to OTHERS

Control over real contacts

Interaction with social network

Relationship to CONSUMPTION

Permanent access to information

the consumer is

always on

Consumers expect that we communicate different with them

What consumers want..

» Consumers want to be in control

» They seek personalisation

» They want it now!

» They expect to be listened to

» They look for entertainment

» They seek self-expression that can be shared

So Communication should..

» Be permission based

» Bring relevant content

» Be creative & entertained

» Be interactive and enable dialogue

» Smartly personalised

» Enable self expression

What does mobile add?

Mobile is Ever-present & Personal!

There are 1,4 billion pc’s and already 4,7 billion mobile phones

Mass market, direct, interactive, always on…

Mobile internet offers more then desktop internet

MOBILITY

LOCATION

TRANSACTIONS

PERSONAL

Morgan Stanley: Mobile

Internet market will be twice

the size of desktop internet

In a nutshell:

- Many B2C and B2E companies view mobile as a strategic channel

and want to offer their services as mobile applications, but face the

high barrier of a fragmented mobile device market

- In fact, the uncertainty around the mobile market dynamics and the

cost of development, maintenance and app lifecycle management

are often delaying decisions and progress on the mobile services

roll-out.

- Service2Media’s Mobile Application Lifecycle Platform offers quality

user experience and maximum device reach against affordable cost-

of-ownership

Mobile apps are becoming mainstream

Mobile Devices are tailored for mobile data:

» High resolution screens

» Apps are accessible on the home screen

» Most mobile internet phones are sold with flat fee or affordable data rates

» 3G offers acceptable service performance

» Phones features, such as camera and GPS, add relevance and usefulness

» Touch navigation makes apps easy-to-use

Application stores:

» allow easy discovery and download

» facilitate payments

» ensure security (approval process )

• Apple – iPhone App Store

• Google – Android Market • Blackberry - Blackberry App World • Nokia - Ovi Store

• Microsoft - Windows Marketplace • Vodafone - Vodafone app manager

The mobile application market

» Today there are 4.7 billion mobile phones

– There are 45 million iPhones.

– Apple App Store offers 200.000 apps

– Forrester predicts that there are 300.000 apps by the end of 2010.

– And Apple only covers less then 1% of the market. Just imagine..

» Other brands will catch up very quickly:

– Android Market: 35.000 apps already

– Ovi Store (Nokia): 1,7 million downloads per day and growing

100% per month

– BlackBerry App World: Over 10.000 apps

―Two decades after its birth, the World Wide Web is in decline,

as simpler, Sleeker services — think apps — are less about the searching

and more about the getting.‖

Chris Anderson, Chief Editor Wired

Tablets (iPad) rapidly growing segment

BlackPad.. Nine days after the release of the iPad, the Apple

App Store for iPad contained 3,670 applications

Mobile apps downloads: fragmentation to stay

Source: Morgan Stanley 2010

The issues…

» Overcoming device fragmentation:

Apps on different operating systems are written in different

programming languages

» Native development of these apps leads to unmanageable

maintenance and time-to-market

Or the challenge... Mass reach across device types

How to combine the best of three worlds in a fragmented mobile device market?

High Quality

User Experience Reduced Cost

Maximum Reach

M2Active - Mobile Application Lifecycle Platform

harmonizing:

the mobile industries hunger for

device and os lifecycle innovation with ...

... the corporate worlds hunger for

mobile application lifecycle stability

M2Active - Mobile Application Lifecycle Platform

» 3 critical issues solved by 1 platform: 1. Maximum device reach

2. Quality user experience

3. Low total cost of ownership over full application lifecycle

Devices, distribution and updates: Supporting the mobile application lifecycle

» Extensive device database, continuously updated

» Over 1000 handsets in house, new devices purchased or

received via partners pre-market

» Device/OS partners: SonyEricsson, Samsung, LG,

Blackberry, Microsoft

» Dedicated test team to test device compliancy

» Distribution via app stores and Service2Media’s

download service

» Automatic upgrade procedures

» Statistics across all mobile device types

M2Active quarantees

» Future-proof investment – portability to existing and emerging

mobile devices and OS’s, all supported from a single backend

» High quality user experience – maximum use of device

capabilities via advanced UI patterns, controls and graphics

» Fast to market – multiplatform applications from a single-source

» Maximum reach – both browser and application paradigms

» Proven services - enabling services (such as maps, payments,

location and content management) and off-the-shelve objects

» Resource savings – full run-time environment, saving development

and maintainance resources for mobile services

» Security –trusted by customers that guarantee security and privacy,

including retail banks, mobile operators and social networks

» Availability – built to provide the highest levels of availability and

performance

Some customer cases

Reference apps by sector

Media applications:

» Telegraaf – several mobile applications and mobile site for the largest newspaper in

The Netherlands (iPhone, J2ME, Windows, Android, BlackBerry, iPad)

» ADMC - The National and Al Ittihad (first Arabic app) – several mobile applications

» CNN Cities – several mobile applications, mobile site and web site (delivery Q3 2010)

for international deployment

» BuienRadar – mobile weather applications and mobile widgets, for the market

leading Dutch provider of online weather services

» Reed Elsevier – Scopus and Science Direct- iPhone apps

Financial Services applications:

» Rabobank CashMS Mobile Payments – several mobile applications for mobile cash

services with support for iPhone, Windows, Android, J2ME

» Rabobank Mobile Banking- several mobile applications for a feature-rich mobile

banking services for consumers with support for iPhone, Windows, Android, J2ME

» Interpolis (insurance) - damage claim (customer self service application)– iPhone

» Univé (insurance) - loyalty – several mobile applications and mobile site

Reference apps by sector - continued

Travel applications:

» Dutch Rail (NS) Travel Planner –mobile applicationsand mobile site designed to

provide travelers with real-time travel information and travel advice; delivered on

iPhone, Windows, J2ME, BlackBerry

Entertainment applications:

» Formula 1 – worldwide official Formula 1 app (live timings) – several mobile

applications and mobile site, including distribution and visualization of life race data;

delivered for iPhone, J2ME, BlackBerry and Android

» Sidaro Golf – cross device mobile application, mobile site and website; support for all

mainstream mobile platforms

Social network applications:

» Hyves (social network)– iPhone and J2ME mobile application for the largest Dutch

social community with over 10 million members.

» Royal KPN (mobile operator) – WhereIsWho location based app – mobile application

on J2ME, mobile site and web site

» Relatieplanet (dating) – several mobile applications, including iPhone and J2ME

» SonyEricsson – Hyves plugin on Android phones

Reference apps by sector - continued

City guides:

» Heineken – Amsterdam City Guide – several mobile applications, including J2ME

and BB

» ilocal (TomTom) – local search – mobile applications, mobile site

» Vocento: Bilbao City guide – mobile applications

Government:

» Abu Dhabi Health Authority: Breast Cancer Awareness app – iPhone app

Other:

» Microsoft – Several Windows 6.X apps and mobile portal

» LG – Android Top 10 mobile app store (across Europe)

» Vodafone – several Vodafone360 widgets.

» UPC Broadband, Liberty Global (cable operator) – EPG with remote bookings –

iPhone app and mobile site (5 countries)

De Telegraaf

» De Telegraaf is largest Dutch

newspaper and media company

» Growing array of online assets

(news, dating, etc)

» Service2media Telegraaf partner

for mobile

» Integrated Telegraaf content to

mobile browser, Java devices,

iPhone, Windows Mobile

» Real newspaper experience on the

mobile phone

» Available on all mobile platforms

including iPad

Dutch Railways Travel planner

» Public transport planner with

advanced user experience

» Location based: nearest

station automatically prompted

» Predictive text input: no need

to type, only select

» Notifications in case of delay

or abnormalities

» End-to-end planning, including

directory services

» Available on all mobile

platforms

Interpolis – Insurance company

» Car damage applications

» Electronic damage form

entering, including live pictures

» Business case is cost saving in

the back office of the insurance

company

– Higher quality of input

– No retyping of damage forms

» Developed for all major mobile

platforms

Reed Elsevier

» Mobile Application Partner for

Key Propositions:

– Scopus

– Science Direct

– JACC, Journal of the

American College of

Cardiology (iPad)

Rabobank – Mobile Banking

» Multiple mobile applications:

– Mobile Banking

– Mobile Virtual Wallet

– Split Bill Payment

» Available on iPhone, Windows,

Java and Android

Liberty Global – Managing your PVR

» For UPC we have developed the

mobile application for managing your

PVR (EPG, remote record)

» Developed for all platforms: iPhone,

Android, Blackberry, Symbian,

Windows (6 countries)

Questions