Smart devices make people dependent on cloud services - Michael Björn, head of research Ericsson consumerLab

1. Smart devices make
people dependent on
cloud services
Michael Björn, head of research
Ericsson consumerLab

2. What is the first thing
you touch in the
morning?

3. The alarm clock
In your phone

4. Then you use Internet
Half of all
smartphone
owners do this!
Base: Android/iPhone smartphone users, South Europe
Source: Ericsson, 2011

5. And then you get out
of bed

6. Always access
Smartphone 75%
non-voice
usage 62%
57%
55%
52%
50% 50% 50%
47% 48%
32%
g g
ed ing in oon ch on on ing ner in bed
b n
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I o ut n Lun rno rno en in ven In
m re e te ev D e
M om o
f A ft af ly te
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Be e Ear La
at
Base: Android/iPhone smartphone users, South Europe
© Ericsson AB 2011 Source: Ericsson, 2011
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7. Always access
Smartphone
non-voice
usage
65% 64%
57% 56%
51% 51% 50% 51%
40%
35%
26%
g g
ed ing in oon ch on on ing ner in bed
b n
n r
I o ut n Lun rno rno en in ven In
m re e te ev D e
M om o
f A ft af ly te
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Be t e Ear La Base: Android/iPhone smartphone users, USA
© Ericsson AB 2011
La Source: Ericsson, 2011

8. Always access – a global trend
Smartphone
100%
non-voice
9 0%
usage Nort h
80%
America
70%
Nort h
an d West
6 0%
Europe
Sout h
50% Europe
4 0% Developed
Asia
3 0%
Australas
2 0%
10%
0%
g g
ed ing in oon ch on on ing ner in bed
b n
n r
I o ut n Lun rno rno en in ven In
m re e te ev D e
M om o
f A ft af ly te
C
Be t e Ear La Base: Android/iPhone smartphone users
© Ericsson AB 2011
La Source: Ericsson, 2011

9. Always access leads to flatter
traffic
00 03 06 09 12 15 18 21 24
Smartphone
PC heavy network
heavy network
© Ericsson AB 2011 Source: Ericsson, 2011

10. South Europe and USA similar
when commuting
Commuting activity (% of smartphone owners)
GPS
SNS
Instant msg
E-mail USA
SMS South Europe
Games
Internet
Music
-50% 0% 50%
Base: Android/iPhone smartphone users
© Ericsson AB 2011 Source: Ericsson, 2011

11. North & South Europe different
when commuting
Commuting activity (% of smartphone owners)
GPS
SNS
Instant msg
North / West
E-mail Europe
SMS South Europe
Games
Internet
Music
-50% 0% 50%
Base: Android/iPhone smartphone users
© Ericsson AB 2011 Source: Ericsson, 2011

12. South Europeans – and
Americans – drive more
Commuting methods
USA
Italy
France
Public
transport
Spain
Car
U.K.
Germany
Sweden
0% 50% 100%
Base: Commuters who commute 1 hour or more
© Ericsson AB 2011 Source: Ericsson, 2009

13. South Europe and USA similar in
Late afternoon
Late afternoon use (% of smartphone owners)
GPS
SNS
Instant msg
E-mail USA
SMS South Europe
Games
Internet
Music
-40% 0% 40%
Base: Android/iPhone smartphone users
© Ericsson AB 2011 Source: Ericsson, 2011

14. North & South Europe different
in Late afternoon
Late afternoon use (% of smartphone owners)
GPS
SNS
Instant msg
North / West
E-mail Europe
SMS South Europe
Games
Internet
Music
-40% 0% 40%
Base: Android/iPhone smartphone users
© Ericsson AB 2011 Source: Ericsson, 2011

15. Always access leads to Cloud
dependency
Personalization
Sports/Fitness
Entertainment/games
Calories/weight watching
Specific interests
Social
Social networking
infrastructure
Micro-blogging
E-mail
Societal Public transport/route search
infrastructure Maps and places
News and weather
Shopping
Base: Android/iPhone smartphone users, USA
© Ericsson AB 2011 Source: Ericsson, 2011

16. Consumers want devices to be
connected
Portable storage: Access all my files
Camera: Upload photos to social
networking service
MP3 player: Access home music/media
collection
Portable WiFi hub: Connect any WiFi
device to Internet
Car navigator: Better routing using
online traffic info
Game device: Download games/media
from online store
0% 10% 20% 30% 40% 50% 60%
Base: Top three interested in each connectivity service, USA
© Ericsson AB 2011 Source: Ericsson, 2010

17. When you go to bed
you set the alarm

18. Then you use Internet
Half of all
smartphone
owners do this!
Base: Android/iPhone smartphone users, South Europe
Source: Ericsson, 2011

19. And fall asleep…