1) The document discusses mobile trends and opportunities in marketing based on a presentation by Siim Teller in August 2013. 2) It provides statistics on mobile internet usage from surveys of 10 million people in 57 countries and highlights the growth of smartphones globally. 3) Key topics covered include the rise of mobile as a percentage of internet traffic, growing smartphone and mobile phone users, popular apps globally, and challenges around app discoverability and zombie apps.

1. MobileTrends, opportuni1es, marke1ng
Siim Teller, August 2013

2. Who is Siim Teller?
Tele2
Skype
GrabCAD
FlaAr
On Device Research
How can I help you?

3. We use the mobile internet to understand
consumer opinion anywhere in the world.
10 million mobile surveys
57 countries

5. Let’s start with people.
Lots of people.

7. There are more Muslims in the circle than outside of it. There are
more Hindus in the circle than outside of it. There are more
Buddhists in the circle than outside of it. There are more communists
in the circle than outside of it.
The circle pulls all of this off while
being mostly water and including the
most sparsely populated country on
earth (Mongolia).

8. Source: United Na1ons Popula1on Division, July 2013

9. Age -­‐ threats and
opportuni1es?

10. Africa’s popula1on is
exploding.
What will the new
needs be?

11. Where would you want
to work / set up your
business?

12. Country
Smartphone subs
in millions
% of total subs
Smartphone subs
growth Y/Y
China 354 29% 31%
USA 219 58% 28%
Japan 94 76% 15%
Brazil 70 23% 28%
India 67 6% 52%
UK 43 53% 22%
Indonesia 36 11% 34%
Germany 32 29% 29%
Russia 30 12% 38%
Mexico 21 19% 43%
Philippines 19 18% 34%
Iran 10 10% 40%
Egypt 10 10% 34%

13. Globally 1.5 billion
smartphone subscribers
21% penetra1on
31% growth

15. What is a mobile?
Are these…?

20. No one has them (under 5% do)
55% of smartphone users have
heard of them
20% plan to buy this year
Over 40% don’t know

21. More realis1cally…
Mobile will become the
hub for smart devices

22. automa1c.com

23. nest.com

24. the1leapp.com

25. PCs vs smartphones:
the long view

26. PCs
Android + iOS
smartphones

29. 1.5B
smartphone
users
5B+ mobile
phone users

31. Mobile = 15-­‐20% of
global internet traffic
today. Will be 25% by
end of 2014.

32. What’s your top 3 apps?

35. Es1mates for downloaded apps
range from 56 to 82 billion in
2013.
App revenues $20-­‐25 billion.

36. 700K of the 1.2M apps
available for iPhone, Android,
and Windows are zombies

37. A zombie…
Never been updated
Fewer than 10 reviews
vs
2370 new apps published a day

38. In the US 50% of app revenue
shared between just 25
developers. All of which (with the
excep1on of Pandora) are
game developers.

40. Yet a lot of companies are bemng
that more apps will be built. BAAS,
drag-­‐and-­‐drop app builders etc.

42. Problem with
apps is
discoverability.
Appstores today
are Yahoo
circa 1997.

43. What’s BIG globally?
Social -­‐ Facebook, WeChat, Line*,
WhatsApp
Entertainement -­‐ Youtube,
games, Instagram
* Ever heard of it? 230m registered users

45. We tend to overes1mate
the effect of a technology in
the short run and
underes1mate the effect in
the long run.
Amara’s law

46. Shit gets twice as good
every 2 years.
Moore’s law

48. Know your local

49. Mobile-­‐first and mobile-­‐only
internet users
March 2012 -­‐ 38% Chinese web users
connect only with mobile. More than
50% web browsing from mobile.

50. Do something different to
get your app no1ced. Do
Leviathan Warships (not
literally).

55. siimteller@mac.com
twiAer: @teller