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Jure Sustersic

Going Mobile? Mobile apps and internet. Jure Sustersic. Developer Relations Forum Nokia. Contents. Mobile applications driving the mobile content economy Serbia application consumption Mobile Platforms’ role in the app economy Types of applications

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Jure Sustersic

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  1. Going Mobile? Mobile apps and internet Jure Sustersic Developer Relations Forum Nokia

  2. 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

  3. Trivia… • There are more people accessingFacebook from mobile than the desktop • In 2009 there were over 3.7 bn mobile subscriptions active globally • That Nokia has shipped over 1bn mobile phones • Based on my calculations, while I was saying this there were around 1000 mobile applications downloaded and generated around 20.000 EUR of direct transaction revenues

  4. The app economy…

  5. Growing demand for Applications Fastest-Growing Content Categories via Application Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009 Total U.S. Age 13+ Source: comScore MobiLens

  6. ... 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

  7. AppStores are dominating distribution From what sources have you downloaded your Apps in the past? (aided, multiple responses possible)

  8. Demand for hyper local is growing • Actual news, international news, weather forecast, tv program • Real time scores, betting on the mobile, sports news • Flight schedules, flight reservations, price info, delays, Bus/train schedule, tickets/reservation, route changes/delays • Deliveries tracking, prices, delivery ordering

  9. Mobile Technology Adpotion The Traditional Giants The Innovative Web Giants The Mobile Entrepreneurs The Long-tailers

  10. Internet evolution thru a mobile screen Mobile-optimized sites serve specific needs and tasks Widgets + Platform Services offer seamless integration of the Web with personal context Full HTML browser lets mobile consumers experience the complete Web Widgets offer focused, optimized front-ends to Web-based information and services

  11. 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

  12. 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? • How to market the mobile service • What resources do I need? • How do I define and track performance, quality

  13. … to find an appropriate mobile strategy • Mobile Advertising • SMS, Banners • Mobile Site • WAP, xHTML, HTML(5) • Mobile Application • Information delivery (Product info) • Marketing campaigns • Content delivery (news and infotainment) • CRM • Transactions • “True” mobilisation

  14. Platforms are driving the app-economy Worldwide Smartphone market by OS vendor Market shares 4Q 2009 in % (Source: Canalys)

  15. Nokia portfolio is set for apps Phones (Series 40) Smartphones (Symbian) Computers (MeeGo) Develop Java apps Develop Native Apps Develop Web Apps Develop Web Apps

  16. 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

  17. Web apps examples AccuWeather Reuters LeMonde

  18. Native apps – power of the platform and run by OS 1100010001100001011101101110101110111101010110111010100 #include <iostream>usingnamespace std; int main () { // declaring variables:int a, b; int result; // process: a = 5; b = 2 GIVING » • Great performance • Best use of OS features (APIs, Middleware etc) • With smallest footprint • But requires greater investment and developed using mostly proprietary tools (e.g. Nokia Qt SDK) is compiled to binary Code

  19. Examples of Native apps Mobile Documents Bounce Evolution Fring

  20. … and distribution?

  21. Nokia’s distribution channel – Ovi store • Powerful channel with content from a global developer base • Free and premium content • Content available by category, device and market • Wide coverage of content: • Native Apps Web Apps Java Apps Personalization • 70/30 revenue share* • Payment via credit card and premium SMS (where available) • Worldwide distribution and visibility • Self-service content publishing via Publish.ovi.com * - after taxes and possible operator charges

  22. Challenges • Fragmentation • Billing and transactions • Regulations

  23. … to conclude Anyone feels like year 2000 DejaVu is happening? Not quite… 1 tech and financial bubble later… We ought to get our numbers and expectations right this time… So apps and mobile content are here to stay

  24. Thank you! Jure.sustersic@nokia.com http://www.forum.nokia.com #forumnokia #ovi

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