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June 4, 2010
Jure SustersicDeveloper Relations
Forum Nokia
Going Mobile?Mobile apps and internet
©2010 Nokia
Contents
– Mobile applications driving the mobile content economy
– Serbia application consumption
– Mobile Platforms’ role in the app economy
– Types of applications
– Development and distribution of applications
6/4/2010 2
©2010 Nokia
©2010 Nokia
Trivia…
• There are more people accessingmore people accessingmore people accessingmore people accessing FacebookFacebookFacebookFacebook from mobilefrom mobilefrom mobilefrom mobile than the desktop
• In 2009 there were over 3.7 3.7 3.7 3.7 bnbnbnbnmobile subscriptionsmobile subscriptionsmobile subscriptionsmobile subscriptions active globally
• That Nokia has shipped over 1bn mobile phonesover 1bn mobile phonesover 1bn mobile phonesover 1bn mobile phones
• Based on my calculations, while I was saying thiswhile I was saying thiswhile I was saying thiswhile I was saying this there were around 1000 mobile applications downloaded1000 mobile applications downloaded1000 mobile applications downloaded1000 mobile applications downloaded and generated around 20.000 around 20.000 around 20.000 around 20.000 EUREUREUREUR of direct transaction revenues
©2010 Nokia
The app economy…
©2010 Nokia
Growing demand for Applications
9010,3155,434Search
905,9503,131Photo or Video Sharing Service
912,7011,416Online Retail
9316,7738,708Maps
936,3593,296Movie Information
11118,0638,557Weather
1134,9742,340Bank Accounts
1137,6723,598Sports Information
1249,2924,148News
24014,5184,270Social Networking
2869,63954,414Used application (except native
games)
% ChangeApr-10Apr-09Application Access Category
Fastest-Growing Content Categories via Application Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009Total U.S. Age 13+Source: comScore MobiLens
©2010 Nokia
... And it’s not a U.S. only phenomena
Mobile apps study result from Serbia
(Apr 2010) shows demand is high:
• 37% of the respondents have already used
mobile apps
• App user have installed 9,4 Apps in average
on their device.
• 22% of the app users have already bought
charged apps.Base: n=206, source: checkbox.com
©2010 Nokia
AppStores dominating distribution
From what sources have you downloaded your Apps in the past?
(aided, multiple responses possible)
©2010 Nokia
Demand for hyper local is growing
• Actual news, international news, weather
forecast, tv program
• Flight schedules, flight reservations, price info, delays,
Bus/train schedule, tickets/reservation, route
changes/delays
• Real time scores, betting on the mobile,
sports news
• Deliveries tracking, prices, delivery
ordering
©2010 Nokia
Platforms are driving the app-economy
Share (%) of Smartphone
Subscribers EU5
Total sub. base 100.0%
Symbian 60.9%
Apple 14.5%
Microsoft 14.1%
RIM 8.3%
Google 2.0%
Worldwide Smartphone market by OS vendor Market
shares 4Q 2009 in % (Source: Canalys)
©2010 Nokia
Mobile Technology Adpotion
The Mobile Netrepreneurs
The Innovative Web Giants The Traditional Giants
The Long-tailers
©2010 Nokia
Setting the mobile strategy…
Depends on many variables. Key drivers for this is the nature of the business:
• Mobile only?
• Online and Mobile
• Brick & Mortar
©2010 Nokia
Know your buisness…
• How can your core business benefit from mobilization?
• What are the key use cases in mobile you can or/want to support?
• What business model to apply?
• What resources do I need?
• How do I define and track performance, quality
©2010 Nokia
…to find an appropriate mobile strategy
• Mobile Advertising onlyMobile Advertising onlyMobile Advertising onlyMobile Advertising only– SMS, Banners
• Mobile SiteMobile SiteMobile SiteMobile Site– WAP, xHTML, HTML
• Mobile ApplicationMobile ApplicationMobile ApplicationMobile Application– Information delivery (Product info)
– Marketing campaigns
– Content delivery (news and infotainment)
– CRM
– Transactions
– “True”mobilisation
©2010 Nokia
Internet evolution thru a mobile screen
Widgets offer focused,
optimized front-ends
to Web-based
information and
services
Mobile-optimized
sites serve specific
needs and tasks
Full HTML browser
lets mobile
consumers
experience the
complete Web
Widgets + Platform
Services offer
seamless integration
of the Web with
personal context
©2010 Nokia
Nokia portfolio is set for apps
Phones(Series 40)
Smartphones(Symbian)
Computers(Maemo)
DevelopDevelopDevelopDevelop Java Java Java Java appsappsappsapps
DevelopDevelopDevelopDevelop NativeNativeNativeNative AppsAppsAppsApps
DevelopDevelopDevelopDevelopWeb Web Web Web AppsAppsAppsApps DevelopDevelopDevelopDevelopWeb Web Web Web AppsAppsAppsApps
©2010 Nokia
What are web apps
• Web sites often not suitable for small screens
• Widgets are “local websites” on the device
– Rendered using browser
– Fetch web data using
AJAX (Web 2.0)
– Look & feel like native applications
– But: easy development with HTML & JavaScript
– Standard web tools for development
– Vendor specific extensions possible for better integration with
device (location, contacts, calendar)
• Web Apps are easier to port across platforms
©2010 Nokia
Web apps examples
ReutersAccuWeather LeMonde
©2010 Nokia
Native apps – power of the platform
11000100011000010111011011101011101111010101101110
10100to binary
#include <iostream>using namespacestd; int main () { // declaring variables:int a, b; int result; // process: a = 5; b = 2
Code
Great performance
Best use of OS features (APIs, Middleware etc)
With smallest footprint
But requires greater investment, developed using mostly proprietary tools (e.g. Nokia Qt SDK)
GIVING »
and run
by OS
is compiled
©2010 Nokia
Examples of Native apps
Bounce
Evolution
FringMobile
Documents
©2010 Nokia
…and distribution?
©2010 Nokia
Nokia’s distribution channel – Ovi store
• Powerful channelPowerful channelPowerful channelPowerful channel with content from a global developer base
• Free and premiumFree and premiumFree and premiumFree and premium content
• Content available by category, device and marketcategory, device and marketcategory, device and marketcategory, device and market
• Wide coverage of content:– Native Apps Web Apps Java Apps Personalization
• 70/30 revenue share*
• Payment via credit card and premium SMScredit card and premium SMScredit card and premium SMScredit card and premium SMS (where available)
• WorldwideWorldwideWorldwideWorldwide distribution and visibility
• SelfSelfSelfSelf----serviceserviceserviceservice content publishing via Publish.ovi.comPublish.ovi.comPublish.ovi.comPublish.ovi.com
©2010 Nokia
Challenges
• Fragmentation
• Billing and transactions
• Regulations
©2010 Nokia
…to conclude
• Anyone feels like year 2000 DejaVu is happening?
• Not quite…
• 1 tech and financial bubble after…
• We ought to get our numbers and expectations right…
