Mobile Development: reaching critical mass
Alessandro Thellung
CEO & Founder
MIPTV - Cannes
March 2011

Fragmentation scenario
• The diversity of developing environments and fragmented
landscape (Apple, RIM, Android, Samsung, Microsoft, Palm and
more) are challenging the developers and content industries in
their strategy.
• On top of that, they should think about a world divided t wo
folds: billions of feature phones users (allowing limited
technology), as opposed to a fast growing base of
smartphone owners.
• Is there a safe and simple path to the mass market?

a slippery subject ...

Smartphones OS fragmentation

Smartphones OS fragmentation

Smartphones OS fragmentation
Source : Strategy Analytics, 2011

What is a «smartphone» ?

What is a «smartphone» ?

What is a «smartphone» ?
Supports Third Parties Applications

What is a «smartphone» ?
Supports Third Parties Applications
OS + Platform (SDK/APIs) for developers

What is a «smartphone» ?
Supports Third Parties Applications
OS + Platform (SDK/APIs) for developers
Easy access to content ( «AppStores» )

Feature phones = non smartphones

Feature phones = non smartphones

Feature phones = non smartphones
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.

Feature phones = non smartphones
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.
Source : CISCO Net works, 2011

Feature phones = non smartphones
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.
Source : CISCO Net works, 2011
Very few brand/publishers have a Featurephone strategy for the
moment ...

Feature phones = non smartphones
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.
Source : CISCO Net works, 2011
Very few brand/publishers have a Featurephone strategy for the
moment ...
... with some notable
exceptions :

Feature phones = non smartphones
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.
Source : CISCO Net works, 2011
Very few brand/publishers have a Featurephone strategy for the
moment ...
... with some notable
exceptions :

Feature phones = non smartphones
On the other hand : «End 2010, smartphones represent only 13 % of total global handsets in
use today, but they generate over 78 % of total global handset traffic.»
End 2010, smartphones represent only 13 % of total global handsets in use today, but
they represent over 78!% of total global handset traffic.
Source : CISCO Net works, 2011
Very few brand/publishers have a Featurephone strategy for the
moment ...
... with some notable
exceptions :

The Global Picture

The Global Picture

The Global Picture
Source : Nokia, 2011

The Global Picture
Nokia wants to «bring
the next billion on-line»
Source : Nokia, 2011

The Global Picture
Nokia wants to «bring
the next billion on-line»
«We can connect the
unconnected» (S. Elop)
Source : Nokia, 2011

The Global Picture
Nokia wants to «bring More than ONE THIRD (36%)
the next billion on-line» of the world’s population
«We can connect the have a web-enabled phone
unconnected» (S. Elop)
Source : Nokia, 2011

The Global Picture
Nokia wants to «bring More than ONE THIRD (36%)
the next billion on-line» of the world’s population
«We can connect the have a web-enabled phone
unconnected» (S. Elop)
It makes 2,5 bilion
«connected phones»
Source : Nokia, 2011

Do we have a trade-off scenario ?

Do we have a trade-off scenario ?
How should we address these 2,5 billion «connected phones» ?

Do we have a trade-off scenario ?
How should we address these 2,5 billion «connected phones» ?
What is the best strategy for brands and publishers HERE AND NOW ?

Smartphones path : «Apps»

Smartphones path : «Apps»

Smartphones path : «Apps»
• Downloaded into the smartphone

Smartphones path : «Apps»
• Downloaded into the smartphone
• Strenghts :
• Great user experience
• Easily bookmarked
• No latency, off-line life
• Repository (AppStore)

Smartphones path : «Apps»
• Downloaded into the smartphone
• Strenghts : • Weaknesses :
• Great user experience • proprietary ecosystem
• Easily bookmarked • market reach limited by OS share
• No latency, off-line life
• Repository (AppStore)

Featurephones path : «WebApps»

Featurephones path : «WebApps»

Featurephones path : «WebApps»
• Soft ware is «on the server»

Featurephones path : «WebApps»
• Soft ware is «on the server»
• Strenghts:
• Runs on ALL «connected phones»

Featurephones path : «WebApps»
• Soft ware is «on the server»
• Strenghts: • Weaknesses :
• Runs on ALL «connected phones» • Hard to bookmark Net work latency
• No repositories
• No access to phone components

What is a «WebApp» ?
• Weaknesses :
• Hard to bookmark
• Net work latency
• No repositories
• No access to phone components

What is a «WebApp» ?
• BUT :
• Weaknesses :
• Hard to bookmark • Touch-screen is everywhere
• Net work latency • Net work speed grows 60% per year
• No repositories • Webstores are coming ( Mobango > 800 M dwd)
• No access to phone components • It’s changing and will change with HTML 5

Is there a marketing trade-off ?

Apps WebApps
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers

Apps WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers

Apps WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers
Market reach

Apps WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Best user experience
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Best user experience
Creativity
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Best user experience
Creativity
Services through BO
Apps Factories WebApps Composers
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Best user experience
Creativity
Services through BO
Apps Factories WebApps Composers
Good trade-off
Market reach

Apps User Experience WebApps
Quality, $$$
Taylor Made Apps Taylor Made WebApps
+ services
Best user experience
Creativity
Services through BO
Apps Factories WebApps Composers
Good trade-off
Hands-on allows evolution
Market reach

Apps WebApps
Customer cases : EMI Music
Quality, $$$
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$ Innovation
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$ Innovation
Ser vices : social, CRM
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$ Innovation
Ser vices : social, CRM
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$ Innovation
Ser vices : social, CRM
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Campaigns, events
Apps Factories WebApps Composers
Market reach

Apps WebApps
Customer cases : EMI Music
Creativity (design, ergonomy)
Quality, $$$ Innovation
Ser vices : social, CRM
Taylor Made Apps
Taylor Made WebApps
+ ser vices
Campaigns, events
Apps Factories WebApps Composers
Market reach

How will all this evolve ?

Moving from hardware to the mobile cloud
The come back of «thin client» model

Moving from hardware to the mobile cloud
The come back of «thin client» model

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS SERVICES/CLOUD

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
Apps will progressively migrate tothe Cloud

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
Apps will progressively migrate tothe Cloud
Not only applications but also OS will be on the Cloud

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
Apps will progressively migrate tothe Cloud
Not only applications but also OS will be on the Cloud
The hardware will just need to be a «connected phone»

Moving from hardware to the mobile cloud
The come back of «thin client» model
DEVICE/TELCO APPSTORES/OS SERVICES/CLOUD
Apps will progressively migrate tothe Cloud
Not only applications but also OS will be on the Cloud
The hardware will just need to be a «connected phone»
The revenge of the Featurephone ?

Thank you
alessandro@redshift.fr