This document is a presentation by Jim Ayson from Smart Communications Inc on mobile apps. The presentation covers the post-PC world and rise of smartphones, what constitutes a mobile app, the app economy and billions of apps downloaded, the app ecosystem and how apps make money, the mobile operator's view and role in the ecosystem, and Smart Communications' role in the Philippines app ecosystem.

1. mobile
apps:
a
smart
view
presented
by
jim
ayson
smart
communica3ons
inc.
03.10.2012
/
11:30
/
philippine
internet
congress
version
1.1
Slide
1

2. About
the
speaker
Ques3ons?
Twi?er:
@jimayson
Facebook:
facebook.com/jimayson
Google+:
+JimAyson
Download
the
slides:
Slideshare.net/jimayson
Slide
2

3. My
workmail:
jdayson@smart.com.ph
Slide
3

4. Our
20
minute
presentaMon
And
a
10
minute
Q&A
Slide
4

5. Some
Disclaimers
Slide
5

6. The
images
in
this
presentaMon
are
all
taken
from
web
sources.
Copyrights
belong
to
the
owners
of
the
images.
Slide
6

7. This
is
a
simplified
personal
view
of
the
mobile
internet,
intended
to
give
you
a
flavor
of
my
ideas
rather
than
the
details.
If
you
want
the
detailed
stats,
surf
the
internet!
Slide
7

8. Summary:
Today’s
Internet
is
mobile
and
increasingly
experienced
through
mobile
apps.
No
disMncMon
between
“Internet”
and
“mobile
internet”
–
it’s
all
just
one
space.
Slide
8

9. Agenda
• The
Post-­‐PC
world
and
the
move
to
smartphones
• What
is
an
“App”
• The
app
economy
• The
app
ecosystem
• The
mobile
operator’s
view
• The
app
ecosystem
in
the
Philippines
• Q&A
(10
mins)
Slide
9

10. The
Post-­‐PC
World
Slide
10

11. The
PC
World
of
the
80s
and
90s
PC’s,
MS
Windows,
Office,
desktop
browsers
Slide
11

12. The
Post-­‐PC
World
is
mobile
Smartphones
/
Tablets
/
Apps
Slide
12

13. Source:
Mary
Meeker,
Mobile
devices
surpassed
PCs
in
2010
Kleiner
Perkins
Slide
13

14. Defined
by
Apple
• iPhone
in
2007
(modern
smartphone)
• iPad
in
2010
(the
modern
tablet
computer)
Slide
14

15. Apple
defined
the
eco-­‐system
hardware
apps
app
store
Slide
15

16. Apps
Developers
They
are
crucial
to
the
eco-­‐system!
Slide
16

17. Other
smartphone
plahorms
android
windows
phone
7
blackberry
nokia
belle
Slide
17

18. Apps
moved
consumer
preference
towards
apps
instead
of
browsing
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18

19. What
is
a
mobile
App
today?
• Can
be
a
naMve
app
(iOS,
Android,
Java)
• Can
be
a
web
app
(HTML5)
• Can
be
a
web
widget
running
through
a
widget
runMme
(wrt)
Slide
19

20. The
App
Economy
Apps
are
the
new
face
of
the
internet
(complemenMng,
and
someMmes
replacing
the
web)
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20

21. Foursquare
Instagram
Slide
21

22. Twi?er
app:
Tweetcaster
Facebook
mobile
Slide
22

23. More
than
25
Billion
apps
downloaded
from
the
Apple
app
store
Inventory
of
almost
600,000
apps
on
Apple
Slide
23

24. More
than
13
Billion
apps
downloads
from
Android
Market
450,000
apps,
1
Billion
downloads
a
month
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24

25. Apple
App
sales
• Revenues
of
$5.71B
since
2008.
• Paid
over
$4B
to
developers.
• Apple
keeps
30%
revenue
share,
Developers
keep
70%
Slide
25

26. How
the
Apps
make
money
• Business
Models:
– Paid
downloads
– Free
but
adverMser
supported
– Free
but
contains
in-­‐app
payments
and
subscripMons
– Revenue
share
with
app
store
owner
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26

27. Temple
Run
Store
Slide
27

28. The
Mobile
Operator’s
View
• Apps
are
important
because
they
drive
mobile
internet
usage.
• More
Usage
=
Revenue
• Mobile
operators
(like
SMART)
are
trying
to
become
part
of
the
app
ecosystem
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28

29. AT&T
App
store
AT&T
Apps
Center
Slide
29

30. Mobile
Operators
as
part
of
the
app
ecosystem
Operator
billing
(payment
for
apps
and
items
through
load)
Revenue
Share
with
APIs
for
developers
developers
Slide
30

31. Mobile
operator
app
ecosystem
Developer
Community
Programs
Operator
run
app
store
Promotes
local
apps,
Allows
in-­‐app
charging
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31

32. Slide
32

33. Slide
33

34. SMART
in
the
app
ecosystem
• APIs
and
tools
for
apps
developers
• Developer
program
(SMART
DevNet)
• Operator
billing
(apps
payments
through
load)
• CooperaMon
with
internaMonal
telcos
through
WAC
and
GSMA
• AssisMng
technopreneurs
through
the
IdeaSpace
FoundaMon
Slide
34

35. SMART
DevNet
Videos
TopApp,
iCare,
Shoephoric
Slide
35

36. IdeaSpace
Slide
36

37. Slide
37

38. Suggested
Reading
• Steve
Jobs
by
Walter
Isaacson
Slide
38

39. Suggested
Reading
• The
Mobile
Developer’s
Guide
to
the
Galaxy
free
PDF
download
from
wipconnector.com
Slide
39

40. Suggested
Browsing
• Go
to
Slideshare.net
and
look
up
the
presentaMons
of
Mary
Meeker
on
mobile
internet
trends.
Slide
40

41. End
/
Q&A
slideshare.net/jimayson
Slide
41