1. Next generation services
Mobile in a passionate environment
Ecosystem

2. Mobile is emotion!
• Mobile is people
• Mobile is communication
• Mobile is targetting
• Mobile is money
• Mobile is passion
• Mobile is services

3. Mobile is people

4. Todays penetration of mobile
web
10 – 20% in most countries WW
(Nielsen Mobile)

5. 20 – 30% by end of year 2009

6. 10 years of mobile, 1998 - 2008
Nokia 5110 SonyEricsson T610 Nokia N70 Apple iPhone 3G
1998 2003 2005 2008

7. Mobile is communication

8. Environment for passionate applications
200x - 2008
Content provider
Mobile
Technology provider Manufacturer
operators
Enablers, agencies, brands,
…..

9. But….
Imagine if…

10. A smart phone company launched
their own phone, and blocked
operators from using their own
content decks
(zero phones will released with that
until now)

11. …Wait….
They‘ve already done that

12. Environment for passionate applications
2009 - 2010
Content provider
Manufacturer
Technology provider Mobile operator
Enablers, agencies, brands,
…..

13. Learn from our mistakes, and don‘t repeat them!

14. So….
Imagine if…

15. Smart phones were out
distributed out to the market
(most of phones released today
are smartphones)

16. Data connection costs were
minimum, data capping was
present
(UK introduced Q1/2009, other countries to
follow)

17. People won‘t care about
operator decks – why?
Operators can‘t manage the speed of
development that thousands of developers
can generate.

18. People won‘t care about
manufacturer stores – the
mobile internet will be open and
accessible.
Manufacturers working in a closed
environment = like Apple, doesn‘t work.
Developers need freedom.

19. Environment for passionate applications
Wouldn‘t this mean, that finally, the important guy went in the
middle?
Application providers
Manufacturer
USER Passion provider
Content providers
(Lifestyle, games)
Mobile operator
Agencies, enablers, brands
,…

20. Mobile is targetting

21. What do we need?
• For a passionate environment to grow, we need:
+

22. What do we need?
• For a passionate environment to grow, we need:
+
Content providers
Mobile operators
Content providers
Mobile operators

23. Mobile environment not ready
for emotion!

24. Future of mobile applications
Current
Operator decks Embed links
Discovery
Future
Search Links / Direct AppStore‘s
Discovery

25. Mobile is passion

26. Self Central - Vodafone quot;Cyworldquot;
• Vodafone in New Zealand has launched a mobile
social networking service similar to Cyworld
branded Self Central
• Users have rooms and avatars
• Part of Self Central's attraction is a user-
generated content revenue-sharing model similar
to SeeMeTV, but Self Central gives back 20% of
UCG content revenues to original creator
Source: Mobile Monday Amsterdam 24 Sept 007

27. What is mobile?
Communicating?
Music listening?
Browsing?
Gaming? Advertising?
Reading?
Video?
Messaging? Camera?
E-mail?
IM?
Calling?

28. Mobile is…
JOHNS PHONE

29. Mobile is money
$$$

30. ADVERTISE ON MOBILE!
ADVERTISE ON MOBILE!

31. Business models for passionate
applications
• iPhone application developers not making money
• Only few of them are really profitable
• Ad-funded model not generally working
• As of right now, working only locally

32. Business models for passionate
games
Ad-funded model in mobile games doesn‘t really
work yet

33. Operators failing
• 2001 – dial-up prices
• 2004 – kB prices
• 2006 – fixed internet prices
• 2008 – fixed mobile internet prices
• 2009+ - capped mobile internet prices
• 2010 – bundled mobile internet / free mobile
internet?

34. Where‘s the money?
• Mobile games?
• Mobile content?
• Ad-funded content?
• Mobile services?
• Mobile applications? Lifestyle? Usable?

35. Where‘s the money?

36. Mobile is services

37. Next generation mobile services
Skype
• Skype is the biggest mobile IM and calling service
• Competitors: MSN, Yahoo IM, AOL/ICQ, eBuddy.

38. Next generation mobile services
Social search engines
• Social search engines that find
places / things / events based on not
other people, but your social circle

39. THANK YOU!
Jan Rezab
E-mail me: jan.rezab@hungrymobile.com
Blog: http://blog.hungrymobile.com
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