Mobile trends, with selected implications for health-care playersFordcastle, July 2011 Smartphone ubiquity will exceed feature phones in the US in Q3 2011. Mobile platforms are proliferating while HTML5 emerges slowly. Significant resources must be invested in both mobile apps and web for all major platforms like Android and iPhone. The mobile value chain is in turmoil as consolidation and fragmentation occur due to internet dynamics. There are major uncertainties around companies like RIM and Nokia/Microsoft. New tiered consumer business models are emerging. Mobiles are increasingly important for security and authentication, with new methods like mobile keys and remote monitoring. Security concerns grow over using mobiles for business as the first Android virus emerges. So

1. Mobile trends, with selected implications for health-care playersFordcastle, July 2011 Smartphone ubiquity Value chain turmoil Security enabler mCommerce SoMoLo (Social, Mobile, Local) Diagnostics Immersive Gaming Assistive devices FORDCASTLE F © 2011

2. Smartphoneubiquity Image: futureatlas.com/blog Mobile connectivity, increasingly with smart phones, is becoming a universal reality

4. Gartner: 185bn app downloads by end 2014

5. Mobile platform proliferation

6. HTML5 slowly emergesSupporting data Strategic relevance Significant resources : Apps AND mobile web, Android AND iPhone Participation in standard setting bodies Developer platform of choice ‘Mobile first’ – Google Personal diagnostic platform

7. Value chainturmoil Industry consolidates and fragments as Internet dynamics drive the pace

9. Major uncertainties over RIM, Nokia/MS

10. Rapid value creation with new players

11. New tiered consumer biz models emergingSupporting data Strategic relevance Hard to call winners – broad range of strategic partners Increased need for future-scanning Openness towards early stage companies – what is the VC-scanning process and early stage partnering process?

12. Security Mobiles are an increasingly important part of the security and authentication systems

14. Facebook mobile authentication

15. Holiday Inn mobile door locks

16. Fingerprint detection on mobiles

17. DroidDream – first virus for Android Supporting data Strategic relevance New ways to identify customers Security concerns over using mobiles for company business Awareness of fake mobile apps New privacy and transparency models will be developed

18. mCommerce Mobile advertising and marketing grows together with mobile-initiated commerce and payments

20. RedLaser: Barcode comparisons

21. 100m VC investment to mobile credit card gadget company Square

22. Schwab allows customers to deposit checks with mobile phonesSupporting data Strategic relevance Mobile represents new channels to market Increased product transparency Instant feedback and increased power of socially-driven purchases Out of mobile airtime, Facebook Credits, Bitcoin, Paypal etc, which becomes the global online currency?

23. SoMoLo Services that embody Social, Mobile and Location find large scale consumer acceptance

25. Local music experiences: Spotify, Shazam

26. Meet Twitter friends: SonarSupporting data Strategic relevance Location as new source of insight re customer data Crowd sourced intelligence Venues as new marketing partners

27. Image: Catra, MIT Media Lab Diagnostics Mobile device is increasingly used to diagnose medical treatment

29. X-Prize for Tricorder – mobile diagnostics

30. Lab on a chip technologies

31. Non-invasive blood analysis

32. Quantified Self – data based analysisSupporting data Strategic relevance Emergence of non-invasive blood monitoring Ability to do local analysis and monitoring Interoperability with key mobile OSs (iOS, Android) Instant feedback and readings

33. ImmersiveGaming Mobile technology and augmented reality blends offline and online barriers

35. Xbox Kinect released API

36. Scvngr creating a game layer on Internet

37. Game dynamics pervasvieSupporting data Strategic relevance New game dynamics and psychological insights improve patient monitoring and adherence Potential use of augmented reality solutions for new medical diagnoses

38. Assistive devices Devices as smart personal assistants

40. Increase in need for assistants – mechanical and human

41. Sony Media Remote – media controller

42. Tripit mobile – travel assistantSupporting data Strategic relevance Mobile device as home controller – media, AC, systems, monitoring Integration of health data into overall home solutions Increasing reliance on mobile as repository of key customer data

43. Mobile hierarchy of needs User-driven focus areas

44. Mapping these trends to the hierarchy of needs Business focused trend Value Chain Turmoil Immersivegaming SoLoMo Assistive devices mCommerce Dianostics Smartphone ubiquity Security enabler