A brief history of mobile economy, from proprietary umbrella portals to today's wireless communication & design revolutions. Apps Supermarkets for the crowds and the tremendous impact on user's expectations and behavior. Future is anywhere, anytime, on-the-go and whenever the inspiration strikes.

1. The new Web is Mobile
A brief history of mobile economy, from
proprietary umbrella portals to today's
wireless communication & design
revolutions. Apps Supermarkets for the
crowds and the tremendous impact on
user's expectations and behavior. Future
is anywhere, anytime, on-the-go and
whenever the inspiration strikes.

2. The New Web
is Mobile
Anywhere, anytime, on-the-go and
whenever the inspiration strikes.

3. Vasco Elvas
• Senior Telecom Executive at Vodafone Portugal
• Father of two
• On-the-go mobile evangelist
• App addicted since February 2007

4. 189 Organized Apps"

5. The new Web is Mobile
• Os portugueses compram
menos eletrodomésticos e
produtos tecnológicos, no
entanto o segmento das
telecomunicações,
principalmente devido aos
smartphones, continua a
ser o sector que regista
melhores resultados no
último trimestre de
2011.

6. The new Web is Mobile
• Cisco VNI forecasts 18x mobile
data growth from 2011 to 2016
• Data Traffic - Mobile 3x Fixed
• Trends
- Streaming Content and
Mobile Video
- Mobile connections and
increased speeds
*VNI - Visual Networking Index
- Advanced mobile computing
devices

7. Mobile 1.0
6110

8. Mobile 1.0
• Evolutionary Step Forward that
brought wireless phones closer to
internet
• Golden age of Mobile Operators
• Umbrella portals, with personalized
and device adapted experience
• Content management control
(pricing, navigation, discovery)
• Off portal not promoted and
expensive
Clunky mobile app stores (...) aka people who don’t know
anything about software or user experience

9. Mobile 2.0
• 2007 changed things
• OTT players entering mobile
• New Era for products and
services
• Mobile Devices leveraging
full Internet Experience
• New value chain to everyone
w/ improved content
discovery - AppStores
Apple’s built-in apps arrived and set a standard that inspired third-party devs
to create something amazing, and they did, just as soon as the platform opened
up.

10. Mobile First

11. Thinking Mobile First
• Mobile Input has been
difficult
• Complex devices and
capabilities
• Capable devices have a
disproportionate share
of mobile internet
But still, there are a lot of opportunities

12. Thinking Mobile First
Put in the effort where there’s payoff

13. Mobile First
• Commerce: Purchasing
and maximizing sales
- Amazon: over $1 billion
spent via mobile devices
in the past 12 months
- PayPal: mobile
transactions increased
six-fold in 2009: $25M
to $141M
Paypal Here
“You do Business Anywhere”

14. Design and Usability
• The mobile web is mobile
• Context is king
• The devices are (very)
different
• Forget your dotcom
thinking
• You need unique content
and design

15. Design and
Iterate
Build solid
prototypes and
understand mobile
constraints
“Design is not just what it looks like and feels like.
Design is how it works. – Steve Jobs”

16. Samsung ultrapassa Nokia e é líder de mercado em Portugal
Terminals

17. Smart€r Phones
• Smartphones becoming
more user friendly
• It s all about features. Users
take advantage of devices
capabilities
• Loyalty, increased
satisfaction and less churn
• Majority have distribution
and development ecosystem
(2011)EU 22% smartphones penetration. US 1 in 10 citizens have an iPhone

18. And yes...tablets!
PCWORLD Nov 2009 – Apple fanboys dream
“Let's face it: the Apple tablet is a mirage created by
legions of fanboys and tech dreamers. The closer you
get to that mirage, the more you realize it's not going
to be there when you arrive. But then, off in the
distance, an even brighter and more beautiful tablet
is envisioned for a day that will never come. It's a
nice dream, but it's just not going to happen.”

19. Tablets
• Two year old device category
• The new iPad , 3rd generation,
with 3M pre-orders in 3 days
• Google and Apple dominance
• Nokia, HP and RIM in a struggle
• Apple Rules, decline estimated by
2015, but analysts predictions
change everyday!
Tablet sales to hit 119 million units in 2012 (Gartner)
New iPad Accounts for 10% of all iPad Traffic in Only Three Weeks (Chikita)

20. Mobile Economy

21. Mobile Content in 2012
1. Money Transfer
5. Mobile Health
Monitoring
2. Location-Based Services
6. Mobile Payment
3. Mobile Search
7. Near Field
4. Mobile Browsing
Communication
5. Advertising
8. Advertising
“Today there are 17,000 M-PESA agents across Kenya compared to
840 bank branches and 150 ATMs. 10 million Kenyans are
registered with M-PESA while only 4 million have a bank account.”

22. Mobile Content Future
• Mobile Money
- Mobile Banking 2016 - Nearly 1 in 10
Users to Pay Bills via Their Mobile
- International Remittances Sent Via
Mobile to Reach $55 Billion
• NFC - Near Field Communication
- 1 in 5 Smartphones With NFC by 2014
- Global m-payment transactions are
expected to grow 97% per year, over the
next 3 years, reaching a value of US
$945 billion by 2015 (KPMG).
Frictionless
Mobile Payments

23. App Stores
• Apple App Store hits 25B
downloads and sets standards
• Google Play hits 400k apps.
10B downloads
• 70/30 revenue share
• Models: Free, Paid, Freemium
• Games as the dominant
category
• Global app market in 2011,
$3.9B. 50B by 2016 (Juniper)

24. Apps Momentum
• Zite, the magazine-style reading
app for iPad, sold to CNN for
$20-$25M
• Instagram, Social Photo App,
30M users, 1 billion+ photos
uploaded (5 M+ per day)
• Rovio Angry Birds, 5 Titles,
with > 700M downloads to date
(btw, tried 50 games before)
• Angry Birds Space = 10M in less
than three days

25. Android web browser claims biggest user share
Browsing

26. Profile: Vodafone Apps
World Most Valuable Telecoms Brand (9th overall)
2012 BrandFinance Global 500 report

27. developer.vodafone.com

28. Nokia, Google, Apple
- Nokia’s profits today and future
revenue prospects are suffering
- Mobile giant facing an Internet
future (critical: OS, UI)
- Trying to be all things in all sectors
in a shifting value-landscape
- Losing its leadership in core areas:
ease of use, hi-end devices
• According to Gartner, Nokia leads
MEA, with 58.5% in 2010, 52.9% in
2011
• Nokia Lumia 900

29. Nokia, Google, Apple
• Google profits 4x in
Apple Ecosystem, with
850k Android world
daily activations
• Over 1,400 versions of
Android running on too
many different pieces of
hardware
• MNO Friendly, with
branded AppStores
Fragmentation

30. Nokia, Google, Apple
• End 2 End Integration
• iPhone drives mobile internet
apps usage and data traffic
• Nielsen / 2011
- Apple's iOS holds at 28% in
US as Android rises to 43%
smartphone share (43% vs
48% by Mar 2012)
- 8.7% market share and 75%
of cell phone profits

31. The Future Holds
• 4G Data Explosion with shock New
iPad Owners Blow Through Their Entire
Data Plan in Hours
• Cloud Ubiquitous Experiences
• Wallet Phones or mMoney devices
• HTML5 startups ERA ( Facebook had
845 million monthly active users by the
end of 2011 )
• A Smarter Planet, converged and
connected, with a community of
Machine-to-Machine intelligent devices

32. The New Web
is Mobile
Anywhere, anytime, on-the-go and
whenever the inspiration strikes.