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App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Connected devices

Apps


Impact on brands

How to
App To The Future - What Next November 2010
iPad is just one type of connected device.
           There are many others
App examples
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Source: Morgan Stanley


                                                                          5b

                    The rapid rise of the
                     connected device

                                                         1b

                                         100m
                            10m
        1m                                            Mobile phone/
                                                       Desktop PC
                         Mini computer   Desktop PC     internet      Connected devices
Mainframe computer            1980          1990          2000              2010
       1960
Their rise
2010
    2010              2020



World population   World population
     6.9 b               8b




       5b
     Connected
      devices
                      22
                      Connected
                               b

                       devices
22            b
                   connected devices




                                                   ?
   6   b       2.5           b         1.1 12.4b           b
Smart phones   Digital TVs              Cars       Other
Smart phones are leading the way
     for connected devices
Phone ownership



 54
  Smart
          %



 phones




                  Source: Nielsen Report
40% access
the web more
on their mobile
    phone




                  Source: Nielsen Digital Marketing Outlook 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
80% of mobile
 data volume
   via apps




          Source: Zoken Finland
4    b

apps downloaded from the Apple store
      in last two and half years
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
225,000
apps available from Apple
70,000



5,000                            2,800




        2,000            1,000
2010       2015




4 b apps   25 b apps
Connected devices will dominate



Rapid shift from desktop



Most content via apps
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Top 10 locations
for accessing mobile internet




                           Source: The Nielsen Company 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Top 10 locations
for accessing mobile internet




                           Source: The Nielsen Company 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Top 10 locations
for accessing mobile internet




                           Source: The Nielsen Company 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
updated
image to
  come
Mobile Internet Revenue Mix

Mobile devices                       Desktop




  95 5     %

 Paid services
                    %

                 Advertising
                               60 40    %

                               Paid services Advertising
                                                           %




                                             Source: Nielsen Research
The average user spends on apps
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Expect brands to    Expect apps to be
have applications     easier to use
App To The Future - What Next November 2010
TM
Relevance
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Affordability
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Integration
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Superiority
App To The Future - What Next November 2010
App To The Future - What Next November 2010
Enjoyment
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
App To The Future - What Next November 2010
bcm.com.au

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