This is an updated version of my Mobile Tsunami presentation. The presentation includes a detailed analysis pf the main trends in the mobile market, mobile usage habits, app usage habits etc. All the numbers have been updated to May 2011

1. The Mobile Tsunami May 2011 Shay Rosen

2. Shay Rosen Head of Strategy and Consulting, Realcommerce Shayr@realcommerce.co.il http://il.linkedin.com/in/shayrosen http://www.facebook.com/shayrs M: 052-5118539

5. The Mobile User

6. What are they doing?

7. Success Stories

9. Tsunami Indication (1)

10. Tsunami Indication (2) Sources: U.N. telecommunications agency

11. Tsunami Indication (2) Global mobile penetration – 5bn Users Global mobile Internet – 0.8-1bn Fixed Internet users – 1.4bn Mobile Internet will Surpass Fixed Internet Access in 2015 Sources: U.N. telecommunications agency

13. Tsunami Indication (3)

14. Tsunami Indication (3) Smartphone sales – 20%-30% CAGR 1.5bn -2bn units will be sold in the next 5 years Smartphones dominant mobile data usage Sources: Coda Research Consultancy, 03/201 0

15. Tsunami Indication (3) Mobile data usage Growth – 5 year forecast 700% growth per user - ~1GB per user per month 4000% mobile data consumption growth in the US Sources: Informa Telecoms, 11/2010, Coda Research Consultancy, 03/2010

16. Tsunami Indication (4) App sales - >10bn downloads on iPhone Sources: Data aggregated from Apple PR

17. The Mobile User

19. Average – 37 years old

20. 55% male

21. Income- Higher than average

22. Highly engaged

23. Experienced

24. Intolerant Sources: Admob mobile Metrics survey 01/2010

26. 69%: it’s more likely I forget my wallet at homethan my iPhone

27. 34%: I’m addicted

28. 74% think iPhone makes them more organised

29. 54% think iPhone improves their productivity

30. 74% think iPhone make them “Cooler”Iphone users treat the theiPhone as an extentionof their body and personality! Sources: Stanford University Survey 03/2010

31. Smartphone Usage Habits

32. What are they doing all the time?

34. 60 apps installed on iPhoneat any given time

35. Only 10 are in use

36. Average app daily usage time:Less than 5 minutes per app

37. 80% of apps are dropped on first month

38. Over 300,000 apps available

39. Over 10bn downloads to dateNo More “Farts” please. We are looking for true value even if it’s free Sources: Admob mobile Metrics 2010

40. Apps, apps, apps 50% of mobile data from smartphones is consumed by apps 10bn downloads on apple appstore “There’s an app for that” Sources: Zokem mobile insights statistics, 2010

41. Social Networks 250M users access facebook from their mobile device (300% yearly growth) Up 50% in less than 6 months Expected to catch up with Desktop users in the next year (Privacy!!) Sources: Facebook PR

42. Shopping US - 600% Growth since 2008 eBay 2Bn$ Sales in 2010. Expecting $4Bn in 2011 ShopSavvyIn Store Price Comparison Mobile coupons Sources: ABIResearch, 02/201 0, ebay PR

43. Shopping (2)

44. Location Foursquare - ~7.5M users world wide Facebook places Gowalla - ~1M FacebookDeals (Privacy!!)

45. Location Foursquare - ~7.5M users world wide Facebook places Gowalla - ~1M FacebookDeals (Privacy!!)

46. 95MM users expected to watch video on their mobile device in 2015 Switch from “Snacking” to Full Episodes Use of Tablets expected to strengthen trend Israel might be slightly different because of local differences Video Sources: Coda Research Consultancy, 03/201 0

47. Advertising (Very) High response rate! Location Based Personalized Local search Reach media Reach media (Privacy!!)

48. Advertising (Very) High response rate! Location Based Personalized Local search Reach media (Privacy!!)

49. Payments In app payments Paypal Peer to peer Square NFC FaceCash Qpay

50. Payments In app payments Paypal Peer to peer Square NFC FaceCash Qpay

51. Banking Check Account Balance Perform account relatedtransaction Money Transfer Trade SMS – Very common Apps - growing

52. Everything goes mobile

53. The Mobile User Willing to pay for quality products Always connected (Spreads the word) Highly engaged, willing to try anything Responsive to targeted, relevant ads Impatient 0 tolerance Concerned about Privacy

55. Red laser – 2M DownloadsBrand appsZippo Virtual lighter >10M Downloads eBay - $4Bn Sales(!)

56. Campaign Based apps The Mobile Enterprise

57. Campaign Based apps

58. Transaction Based apps

59. Multi Channel Strategy Company’s Legacy system’s CRM Store Knowledge Base CMS Web Site Social Media Smartphone apps Tablet apps

60. Thanks!