Charlotta Falvin, TAT

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Johan Larsson

Business Technologie

http://youtube.com/tatmobileui
Top trends shaping
the mobile market
2010-2015

http://youtube.com/tatmobileui
A TALE OF TWO MARKETS
Source: OVUM Outlook 2015

http://youtube.com/tatmobileui
THE DEATH OF THE FEATURE PHONE
Super phones Basic phones
= platforms = price

http://youtube.com/tatmobileui
DATA > 3G

http://youtube.com/tatmobileui
INTERNET > SCREEN

http://youtube.com/tatmobileui
A SPEAR AND A PLATFORM
Market education and
e2e control
Entry barrier
minimization
Commoditizes the
MNOs to data pipes
Commoditizes the OEMs
to hardware vendors

http://youtube.com/tatmobileui
3rd PARTY INNOVATION

http://youtube.com/tatmobileui
A DIGITAL CLOUD LIFE STYLE

http://youtube.com/tatmobileui
AND THE OLD LESSON STILL HOLDS TRUE
>

http://youtube.com/tatmobileui
THE PLATFORM WAR

http://youtube.com/tatmobileui
SUMMARY
1. Not one market
2. Data explosion forms pipelines
3. Platforms are content formats
4. Apps & internet ruling

http://youtube.com/tatmobileui
THANK YOU!

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Charlotta Falvin, TAT

1. http://youtube.com/tatmobileui Top trends shaping the mobile market 2010-2015

2. http://youtube.com/tatmobileui A TALE OF TWO MARKETS Source: OVUM Outlook 2015

3. http://youtube.com/tatmobileui THE DEATH OF THE FEATURE PHONE Super phones Basic phones = platforms = price

4. http://youtube.com/tatmobileui DATA > 3G

5. http://youtube.com/tatmobileui INTERNET > SCREEN

6. http://youtube.com/tatmobileui A SPEAR AND A PLATFORM Market education and e2e control Entry barrier minimization Commoditizes the MNOs to data pipes Commoditizes the OEMs to hardware vendors

7. http://youtube.com/tatmobileui 3rd PARTY INNOVATION

8. http://youtube.com/tatmobileui A DIGITAL CLOUD LIFE STYLE

9. http://youtube.com/tatmobileui AND THE OLD LESSON STILL HOLDS TRUE >

10. http://youtube.com/tatmobileui THE PLATFORM WAR

11. http://youtube.com/tatmobileui SUMMARY 1. Not one market 2. Data explosion forms pipelines 3. Platforms are content formats 4. Apps & internet ruling

12. http://youtube.com/tatmobileui THANK YOU!

Hinweis der Redaktion

- consumers buy content formats, which ruins OEMs’ possibilities of differentiation as they need to be compliant. - test: what if the iPhone was all about web - what would be unique: brand and UI...