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Smartphones
                              Barbara Bermes
                               Lunch & Learn
                              September 2011




                                               Confidential & Proprietary
Tuesday, October 16, 2012
2




       Overview


       ‣ What does smart mean to us?

       ‣ Evolution and purpose of Mobile Phones

       ‣ The power of smartphones: the every-day pocket computer

       ‣ Mobile Phone Fragmentation

       ‣ Mobile Apps and Stores




Tuesday, October 16, 2012
3




       smart (adj.) on dictionary.com




Tuesday, October 16, 2012
4




       smart (adj.) on dictionary.com


       ‣ quick or prompt in action [...]

       ‣ having or showing quick intelligence or ready mental capability
         [...]

       ‣ clever, witty, or readily effective [...]

       ‣ dashingly or impressively neat or trim in appearance [...]




                                                                 Confidential & Proprietary
Tuesday, October 16, 2012
5




                                                6.8 billion people in the world




                            Photo: http://www.robert-alonso-photos.com/wp-content/uploads/2009/08/3ConeyIslandBeach.jpg




Tuesday, October 16, 2012
6




                            3.4 billion people with mobile devices
                                                             Flickr: Batikart




Tuesday, October 16, 2012
7




                                     rememb
                            Remember those...
                                         thes




                                http://www.flickr.com/photos/lonelyfox/4
Tuesday, October 16, 2012
8




       We used to see mobile phones as


                            a device to purely communicate via
                                         talk or text

                              2000: My first cell phone, 2-line
                             display with beautiful extendable
                                          antenna




Tuesday, October 16, 2012
9




       What could my mobile phone do?

                            Text




                                   Talk




                                          Confidential & Proprietary
Tuesday, October 16, 2012
10




       We used to see mobile phones as




                             a device to do
                                business




                                   Confidential & Proprietary
Tuesday, October 16, 2012
11




       We used to see mobile phones as




                               a device to
                            listen music to



                                      Confidential & Proprietary
Tuesday, October 16, 2012
12




       Past: Mobile Phones



       ‣ Targeted to specific activities




Tuesday, October 16, 2012
13




       Now ...


       ‣ It’s an always on, always connected device - we can
         choose what to do with it




Tuesday, October 16, 2012
14




       smart (adj.) on dictionary.com




                                    Confidential & Proprietary
Tuesday, October 16, 2012
15




       smart (adj.) on dictionary.com


       ‣ quick or prompt in action [...]

           not only responding to calls quickly but
           also ...



Tuesday, October 16, 2012
16




 “Toronto resident Jason Wieler took the photo of the fare collector at McCowan station
 just before 10 p.m. on Jan. 9, but said it took him a while to get around to posting it on
 Twitpic.”, CBC.ca, TTC to investigate 'sleeping' fare collector

                                     http://www.cbc.ca/news/canada/toronto/story/2010/01/22/snoozing-ttc.html



Tuesday, October 16, 2012
17




       smart (adj.) on dictionary.com



       ‣ having or showing quick intelligence or
         ready mental capability [...]




                                         Confidential & Proprietary
Tuesday, October 16, 2012
18




http://www.pavingways.com/mobile-widget-wiki/app-store-overview




Tuesday, October 16, 2012
19




       smart (adj.) on dictionary.com



       ‣ clever, witty, or readily effective [...]




                                               Confidential & Proprietary
Tuesday, October 16, 2012
20




Tuesday, October 16, 2012
21




       smart (adj.) on dictionary.com



       ‣ dashingly or impressively neat or trim
         in appearance [...]




Tuesday, October 16, 2012
22




Tuesday, October 16, 2012
23




                                                                                      Unique Benefits

    First truly personal mass media                                                                            Permanently carried


    First “always on” mass media                                                                   Built-in payment channel




http://www.flickr.com/photos/blogumentary/3947228410/sizes/o/in/faves-caseymckinnon/                    Source: http://en.wikipedia.org/wiki/Seven_mass_media




 Tuesday, October 16, 2012
24

                                          Mobile Context

                    Learning                    Chat
                                                           Discovery
                                   Work
      Music                                                  Camera



                        Sharing                                   Play
                                                 Reading
http://www.flickr.com/photos/jcfrog/4692750598




Tuesday, October 16, 2012
25



           A people’s always-on companion
                        Home                                     93%

 On-the-Go (e.g. walking)                                        87%
                   In a store                                    77%
                 Restaurant                                      73%
                       Work                                      72%
    At a social gathering                                        66%
    Cafe or coffee shop                                          54%
          Doctor’s office                                         53%
                    Airport                                      50%
                    Library                                      32%
                    School                                       29%


Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Where do you use your
smartphone                                                             http://www.flickr.com/photos/wonderdawg777/662293238



Tuesday, October 16, 2012
26


       Smartphones serve as pocket computer and
       extend desktop experience
       Smart phone activities within past week, excluding calls

                                                            81%
                                                           Browsed the
                                                             Internet


                                       77%
                                     Used a search
                                        engine




                                                   68%
                                                  Used an app                      48%
                                                                                  Watched
                                                                                   videos
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013) Q. Aside from making or receiving calls, which of the following activities, if any, have you done on
your smartphone in the past week?
                                                                              http://random.hydryad.com/handy-dandy-iphone-pocket.jpg



Tuesday, October 16, 2012
27


       What we are willing to give up to keep our
       smartphones
         Internet usage on smartphone




            43%                          36%                             26%                                20%
               Beer                       Chocolate                      High Heels                         Cable TV


Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base:
Smartphone Users (5013). Q. Which of the following things would you be willing to give up for an entire month, in exchange for
continuing to use the Internet on your smartphone?
                                                                              http://random.hydryad.com/handy-dandy-iphone-pocket.jpg



Tuesday, October 16, 2012
28




                            http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg
                                                          http://www.flickr.com/photos/20923094@N04/3071557839/



Tuesday, October 16, 2012
29


       Who uses their smart phone to
       call anymore?




                            http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg




Tuesday, October 16, 2012
30




       Mobile Device Fragmentation



       ‣ Devices come in many forms

       ‣ The main factors for the diversity are hardware & software




                                       http://www.flickr.com/photos/davepatten/124418044/sizes/l/in/photostream/




Tuesday, October 16, 2012
31




Tuesday, October 16, 2012
32




                            The idea of mobile apps




Tuesday, October 16, 2012
33




       Infographic


       ‣ August 2011, This is Mobile (thisismobile.com)




                               http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/




Tuesday, October 16, 2012
34




                            http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/




Tuesday, October 16, 2012
35




                            http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/


                                                                                Confidential & Proprietary
Tuesday, October 16, 2012
36




                             (end)
                            @bbinto




                                      Confidential & Proprietary
Tuesday, October 16, 2012

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Smartphones in Today's World

  • 1. Smartphones Barbara Bermes Lunch & Learn September 2011 Confidential & Proprietary Tuesday, October 16, 2012
  • 2. 2 Overview ‣ What does smart mean to us? ‣ Evolution and purpose of Mobile Phones ‣ The power of smartphones: the every-day pocket computer ‣ Mobile Phone Fragmentation ‣ Mobile Apps and Stores Tuesday, October 16, 2012
  • 3. 3 smart (adj.) on dictionary.com Tuesday, October 16, 2012
  • 4. 4 smart (adj.) on dictionary.com ‣ quick or prompt in action [...] ‣ having or showing quick intelligence or ready mental capability [...] ‣ clever, witty, or readily effective [...] ‣ dashingly or impressively neat or trim in appearance [...] Confidential & Proprietary Tuesday, October 16, 2012
  • 5. 5 6.8 billion people in the world Photo: http://www.robert-alonso-photos.com/wp-content/uploads/2009/08/3ConeyIslandBeach.jpg Tuesday, October 16, 2012
  • 6. 6 3.4 billion people with mobile devices Flickr: Batikart Tuesday, October 16, 2012
  • 7. 7 rememb Remember those... thes http://www.flickr.com/photos/lonelyfox/4 Tuesday, October 16, 2012
  • 8. 8 We used to see mobile phones as a device to purely communicate via talk or text 2000: My first cell phone, 2-line display with beautiful extendable antenna Tuesday, October 16, 2012
  • 9. 9 What could my mobile phone do? Text Talk Confidential & Proprietary Tuesday, October 16, 2012
  • 10. 10 We used to see mobile phones as a device to do business Confidential & Proprietary Tuesday, October 16, 2012
  • 11. 11 We used to see mobile phones as a device to listen music to Confidential & Proprietary Tuesday, October 16, 2012
  • 12. 12 Past: Mobile Phones ‣ Targeted to specific activities Tuesday, October 16, 2012
  • 13. 13 Now ... ‣ It’s an always on, always connected device - we can choose what to do with it Tuesday, October 16, 2012
  • 14. 14 smart (adj.) on dictionary.com Confidential & Proprietary Tuesday, October 16, 2012
  • 15. 15 smart (adj.) on dictionary.com ‣ quick or prompt in action [...] not only responding to calls quickly but also ... Tuesday, October 16, 2012
  • 16. 16 “Toronto resident Jason Wieler took the photo of the fare collector at McCowan station just before 10 p.m. on Jan. 9, but said it took him a while to get around to posting it on Twitpic.”, CBC.ca, TTC to investigate 'sleeping' fare collector http://www.cbc.ca/news/canada/toronto/story/2010/01/22/snoozing-ttc.html Tuesday, October 16, 2012
  • 17. 17 smart (adj.) on dictionary.com ‣ having or showing quick intelligence or ready mental capability [...] Confidential & Proprietary Tuesday, October 16, 2012
  • 19. 19 smart (adj.) on dictionary.com ‣ clever, witty, or readily effective [...] Confidential & Proprietary Tuesday, October 16, 2012
  • 21. 21 smart (adj.) on dictionary.com ‣ dashingly or impressively neat or trim in appearance [...] Tuesday, October 16, 2012
  • 23. 23 Unique Benefits First truly personal mass media Permanently carried First “always on” mass media Built-in payment channel http://www.flickr.com/photos/blogumentary/3947228410/sizes/o/in/faves-caseymckinnon/ Source: http://en.wikipedia.org/wiki/Seven_mass_media Tuesday, October 16, 2012
  • 24. 24 Mobile Context Learning Chat Discovery Work Music Camera Sharing Play Reading http://www.flickr.com/photos/jcfrog/4692750598 Tuesday, October 16, 2012
  • 25. 25 A people’s always-on companion Home 93% On-the-Go (e.g. walking) 87% In a store 77% Restaurant 73% Work 72% At a social gathering 66% Cafe or coffee shop 54% Doctor’s office 53% Airport 50% Library 32% School 29% Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Where do you use your smartphone http://www.flickr.com/photos/wonderdawg777/662293238 Tuesday, October 16, 2012
  • 26. 26 Smartphones serve as pocket computer and extend desktop experience Smart phone activities within past week, excluding calls 81% Browsed the Internet 77% Used a search engine 68% Used an app 48% Watched videos Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013) Q. Aside from making or receiving calls, which of the following activities, if any, have you done on your smartphone in the past week? http://random.hydryad.com/handy-dandy-iphone-pocket.jpg Tuesday, October 16, 2012
  • 27. 27 What we are willing to give up to keep our smartphones Internet usage on smartphone 43% 36% 26% 20% Beer Chocolate High Heels Cable TV Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011 Base: Smartphone Users (5013). Q. Which of the following things would you be willing to give up for an entire month, in exchange for continuing to use the Internet on your smartphone? http://random.hydryad.com/handy-dandy-iphone-pocket.jpg Tuesday, October 16, 2012
  • 28. 28 http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg http://www.flickr.com/photos/20923094@N04/3071557839/ Tuesday, October 16, 2012
  • 29. 29 Who uses their smart phone to call anymore? http://higher-and-higher.com/wp-content/uploads/2011/03/cellphone_usage-590x3193.jpg Tuesday, October 16, 2012
  • 30. 30 Mobile Device Fragmentation ‣ Devices come in many forms ‣ The main factors for the diversity are hardware & software http://www.flickr.com/photos/davepatten/124418044/sizes/l/in/photostream/ Tuesday, October 16, 2012
  • 32. 32 The idea of mobile apps Tuesday, October 16, 2012
  • 33. 33 Infographic ‣ August 2011, This is Mobile (thisismobile.com) http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/ Tuesday, October 16, 2012
  • 34. 34 http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/ Tuesday, October 16, 2012
  • 35. 35 http://www.thisismobile.com/2011/08/infographic-the-app-store-wars-whos-winning/ Confidential & Proprietary Tuesday, October 16, 2012
  • 36. 36 (end) @bbinto Confidential & Proprietary Tuesday, October 16, 2012