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Smartphone Market Trends
Smartphone Market Trends
Justin Lee
Justin Lee
Players Types at 3G Era
Players Types at 3G Era
Mobile Competitor 33% Device Makers Competitor Mobile Internet Services Internet Service Operator 33% 33% Providers Competitor
Mobile
Competitor
33%
Device
Makers
Competitor
Mobile
Internet
Services
Internet
Service
Operator
33%
33%
Providers
Competitor
Source: IBM Analysis
Source: IBM Analysis
Voice Content Data Service Device Browser Internet
Voice
Content
Data
Service
Device
Browser
Internet
Challenge to
Challenge to
Mobile Device Makers
Mobile Device Makers
Voice Content Data Service
Voice
Content
Data
Service
Device
Device
Challenge to Mobile Device Makers Voice Content Data Service Device Browser Internet Average selling price down
Browser
Browser
Internet
Internet
Average selling price down
Average selling price down
Challenge to
Challenge to

Operator

Voice Data Device
Voice
Data
Device
Content
Content
Challenge to Operator Voice Data Device Content Service Browser Internet
Service
Service
Browser
Browser
Internet
Internet
Challenge to
Challenge to

Operator

Voice Content Data Service Device
Voice
Content
Data
Service
Device
Challenge to Operator Voice Content Data Service Device Browser Internet Voice ARPU down ARPU=average revenue per
Browser
Browser
Internet
Internet
Voice ARPU down
Voice ARPU down
ARPU=average revenue per user
ARPU=average revenue per user
Challenge to
Challenge to
Internet Service Provider
Internet Service Provider
Voice Data Device
Voice
Data
Device
Content
Content
Challenge to Internet Service Provider Voice Data Device Content Service Browser Internet
Service
Service
Browser
Browser
Internet
Internet
Challenge to
Challenge to
Internet Service Provider
Internet Service Provider
Voice Content Data Service Device Browser Internet
Voice
Content
Data
Service
Device
Browser
Internet
Mobile devices have become important nodes
Mobile devices have become important nodes
Content Service
Content
Service
Browser
Browser
Voice
Voice
Content Service Browser Voice Data Device Internet Smartphone
Data
Data
Device
Device
Internet
Internet
Content Service Browser Voice Data Device Internet Smartphone

Smartphone

What is
What is

smartphone?

Smartphone

Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq
Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq
Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq

is a small all-in-one device that is used for

communication & computing

Smartphone is a small all-in-one device that is used for communication & computing functions. Source: Tech-faq
functions.
functions.
Source: Tech-faq
Source: Tech-faq
Most devices considered
Most devices considered

smartphones

today use an
today use an
identifiable
identifiable
and
and
open operating system ,
open operating system
,
often with the
often with the
Most devices considered smartphones today use an identifiable and open operating system , often with the

ability to add applications.

Source: Wikipedia
Source: Wikipedia
OS
OS
Modern Smartphone OS
Modern Smartphone OS
Symbian OS Symbian OS
Symbian OS Symbian OS
Symbian OS
Symbian OS
Modern Smartphone OS
Modern Smartphone OS
iPhone OS iPhone OS
iPhone OS iPhone OS
iPhone OS
iPhone OS
Modern Smartphone OS
Modern Smartphone OS
BlackBerry OS BlackBerry OS
BlackBerry OS BlackBerry OS
BlackBerry OS
BlackBerry OS
Modern Smartphone OS
Modern Smartphone OS
Windows Mobile Windows Mobile
Windows Mobile Windows Mobile
Windows Mobile
Windows Mobile
Modern Smartphone OS
Modern Smartphone OS
Android Android
Android Android
Android
Android
Modern Smartphone OS
Modern Smartphone OS
WebOS WebOS
WebOS WebOS
WebOS
WebOS
Others Linux 2% 5% Windows Mobile 14% Symbian OS 47% BlackBerry OS 15% iPhone OS 17%
Others
Linux
2%
5%
Windows Mobile
14%
Symbian OS
47%
BlackBerry OS
15%
iPhone OS
17%
Voice, SMS Multiple Connection 3.5G, WiFi, Bluetooth Personal Info. Management Contacts, Calendar, To Do List Internet

Voice, SMS Multiple Connection

3.5G, WiFi, Bluetooth
3.5G, WiFi, Bluetooth
Personal Info. Management
Personal Info. Management
Contacts, Calendar, To Do List
Contacts, Calendar, To Do List
Internet Browser & Email
Internet Browser & Email
Multimedia
Multimedia
Photo, Music, Video
Photo, Music, Video
GPS
GPS
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and

On 24 June 1998, Symbian Ltd. was formed to exploit the convergence between PDAs and mobile phones.

On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
NOKIA
NOKIA
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
Ericsson
Ericsson
Sony Ericsson
Sony Ericsson
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
Panasonic
Panasonic
Samsung
Samsung
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
On 24 June 1998 , Symbian Ltd. was formed to exploit the convergence between PDAs and
Motorola
Motorola
Psion
Psion

User Interface Platforms for Symbian OS

User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
S60
S60
one hand operation
one hand operation
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
Nokia N Series
Nokia N Series
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
UIQ touch
UIQ
touch
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
Sony Ericsson P Series
Sony Ericsson P Series
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
MOAP(S)
MOAP(S)
close platform
close platform
User Interface Platforms for Symbian OS S60 one hand operation Nokia N Series UIQ touch Sony
NTT DoCoMo FOMA
NTT DoCoMo FOMA

Nokia N95, is’s what

Nokia N95, is’s what computers have become !"#$%&'!#$!
Nokia N95, is’s what computers have become !"#$%&'!#$!
computers have become
computers
have become
!"#$%&'!#$!
!"#$%&'!#$!
Nokia N95, is’s what computers have become !"#$%&'!#$!
S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97
S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97

S60 Touch launched by Q4, 2008

S60 Touch launched by Q4, 2008 Nokia Xpress Music 5800 Nokia N97
Nokia Xpress Music 5800
Nokia Xpress Music 5800
Nokia N97
Nokia N97
Nokia to acquire Symbian , make it open source by 2010 unified platform with common UI

Nokia to acquire Symbian, make it open source by 2010

Nokia to acquire Symbian , make it open source by 2010 unified platform with common UI
Nokia to acquire Symbian , make it open source by 2010 unified platform with common UI
Nokia to acquire Symbian , make it open source by 2010 unified platform with common UI
unified platform with common UI framework
unified platform
with common UI framework
Symbian Foundation
Symbian Foundation
Symbian Foundation new support
new support
new support
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow

Most popular smartphone platform Best smartphone features Large global development community

Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow

Too Complicated Slow

Most popular smartphone platform Best smartphone features Large global development community Too Complicated Slow
iPhone OS
iPhone OS
iPhone OS
Mac OS X based Platform for Apple Mobile Device iPhone iPhone OS iPod Touch

Mac OS X based Platform for Apple Mobile Device

Mac OS X based Platform for Apple Mobile Device iPhone iPhone OS iPod Touch
Mac OS X based Platform for Apple Mobile Device iPhone iPhone OS iPod Touch
iPhone
iPhone
Mac OS X based Platform for Apple Mobile Device iPhone iPhone OS iPod Touch
iPhone OS
iPhone OS
Mac OS X based Platform for Apple Mobile Device iPhone iPhone OS iPod Touch
iPod Touch
iPod Touch
Mobile internet & entertainment Direct manipulation UI
Mobile internet & entertainment Direct manipulation UI

Mobile internet & entertainment Direct manipulation UI

Mobile internet & entertainment Direct manipulation UI
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
iPhone OS
iPhone OS
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s

Most attractive and usable smartphone Best browser App Store

iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s

No copy and paste Apple’s control on 3rd party apps

iPhone OS Most attractive and usable smartphone Best browser App Store No copy and paste Apple’s
BlackBerry OS
BlackBerry OS
Software Platform for BlackBerry BlackBerry Flip BlackBerry OS BlackBerry Bold
Software Platform for BlackBerry BlackBerry Flip BlackBerry OS BlackBerry Bold
Software Platform for BlackBerry BlackBerry Flip BlackBerry OS BlackBerry Bold

Software Platform for BlackBerry

Software Platform for BlackBerry BlackBerry Flip BlackBerry OS BlackBerry Bold
BlackBerry Flip
BlackBerry Flip
BlackBerry OS
BlackBerry OS
Software Platform for BlackBerry BlackBerry Flip BlackBerry OS BlackBerry Bold
BlackBerry Bold
BlackBerry Bold
Wireless email QWERTY Keyboard
Wireless email
Wireless email
QWERTY Keyboard
QWERTY Keyboard
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen

BlackBerry Storm with Touch Screen

BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen

BlackBerry Storm with Touch Screen

BlackBerry Storm with Touch Screen
BlackBerry OS
BlackBerry OS
BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric

Best email experience Good usability

BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric

Less choice Bad web browser Not media centric

BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric
BlackBerry OS Best email experience Good usability Less choice Bad web browser Not media centric

Win32 based Platform combined with basic apps

Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
HTC Touch Diamond
HTC Touch Diamond
Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
Win32 based Platform combined with basic apps HTC Touch Diamond Sony Ericsson XPERIA X1
Sony Ericsson XPERIA X1
Sony Ericsson XPERIA X1
Sync with Windows PC Outlook& Office Mobile
Sync with Windows PC
Sync with Windows PC
Outlook& Office Mobile
Outlook& Office Mobile
Bad User Experience
Bad User Experience
Bad User Experience
Bad User Experience
Bad User Experience
Windows Mobile 7 focus on user experience

Windows Mobile 7 focus on user experience

Windows Mobile 7 focus on user experience
Windows Mobile 7 focus on user experience
Windows Mobile 7 focus on user experience
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser

More choice Advanced hardware Design for business user Special apps

More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser

Bad UI Bad web browser

More choice Advanced hardware Design for business user Special apps Bad UI Bad web browser
Linux based Platform for Mobile Device T-Mobile G1
Linux based Platform for Mobile Device T-Mobile G1

Linux based Platform for Mobile Device

Linux based Platform for Mobile Device T-Mobile G1
T-Mobile G1
T-Mobile G1
Linux based Platform for Mobile Device T-Mobile G1
Open source platform Integrated with Google service Mobile internet
Open source platform
Open source platform
Integrated with Google service
Integrated with
Google service
Mobile internet
Mobile internet
Open Handset alliance
Open Handset alliance
Handset Manufacturers Semiconductor Companies
Handset Manufacturers
Semiconductor Companies
Commercialization Companies
Commercialization Companies
Software Companies Mobile Operators
Software Companies
Mobile Operators
No limitation Ultimate geek phone Lack of business function
No limitation Ultimate geek phone Lack of business function
No limitation Ultimate geek phone Lack of business function
No limitation Ultimate geek phone Lack of business function

No limitation Ultimate geek phone

No limitation Ultimate geek phone Lack of business function
No limitation Ultimate geek phone Lack of business function
Lack of business function
Lack of business function
No limitation Ultimate geek phone Lack of business function Can’t sync with PC
No limitation Ultimate geek phone Lack of business function Can’t sync with PC
No limitation Ultimate geek phone Lack of business function Can’t sync with PC
No limitation Ultimate geek phone Lack of business function Can’t sync with PC

No limitation Ultimate geek phone

No limitation Ultimate geek phone Lack of business function Can’t sync with PC
No limitation Ultimate geek phone Lack of business function Can’t sync with PC
No limitation Ultimate geek phone Lack of business function Can’t sync with PC

Lack of business function Can’t sync with PC

No limitation Ultimate geek phone Lack of business function Can’t sync with PC
webOS
webOS
webOS
Linux Based Platform
Linux Based Platform
Linux Based Platform with Web Technology Display Layer Palm Pre webOS
Linux Based Platform with Web Technology Display Layer Palm Pre webOS

with Web Technology Display Layer

Linux Based Platform with Web Technology Display Layer Palm Pre webOS
Palm Pre
Palm Pre
Linux Based Platform with Web Technology Display Layer Palm Pre webOS
webOS
webOS
Linux Based Platform with Web Technology Display Layer Palm Pre webOS
Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one
Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one

Great User Experience Cards

Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one
multiple activities at once
multiple activities at once
Information aggregation
Information aggregation

Outlook, Gmail, Facebook contacts in one place

Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one
Great User Experience Cards multiple activities at once Information aggregation Outlook, Gmail, Facebook contacts in one
webOS Too early to tell.
webOS
webOS
webOS Too early to tell.
Too early to tell.
Too early to tell.
webOS Too early to tell.
Market Trends
Market Trends
smartphones are driving 27% 7%
smartphones are driving
27%
7%
9% -2%
9%
-2%
above-average growth
above-average growth
in global handset shipment
in global handset shipment

Overall

smartphones are driving 27% 7% 9% -2% above-average growth in global handset shipment Overall Smartphone 24%

Smartphone

24% 8%
24%
8%
2008
2008
2009
2009
2010
2010
Source: IDC / Dec 2008
Source: IDC / Dec 2008
Pure-play smartphone vendors
Pure-play smartphone vendors

have become super-profitable

Pure-play smartphone vendors have become super-profitable Apple RIM HTC Nokia 21% 35% 30% 26% Source: Strategy

Apple

RIM

HTC

Nokia

21%
21%
35%

35%

30%
30%
26%
26%
Source: Strategy Analytics / Jun 2008
Source: Strategy Analytics / Jun 2008
Open Platform vs. Closed Platform
Open Platform vs. Closed Platform
Smartphone vendor ranking changed last year . Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple

Smartphone vendor ranking changed last year.

Smartphone vendor ranking changed last year . Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple
Smartphone vendor ranking changed last year . Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple
Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% RIM 15.2% 6.6% Motorola 5.8%
Q3 07
Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
Source: Canalys estimates / Nov 2008
Apple shows 480% market share gain Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% 3.6% Apple
Apple shows 480% market share gain Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% 3.6% Apple
Apple shows 480% market share gain Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% 3.6% Apple

Apple shows 480% market share gain

Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% 3.6% Apple Apple 17.3% 17.3% 10.6% RIM 15.2%
Q3 07
Q3 08
51.4%
Nokia
38.9%
3.6%
3.6%
Apple Apple
17.3%
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
Source: Canalys estimates / Nov 2008
BlackBerry sees growth steadily Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% 10.6%
BlackBerry sees growth steadily Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% 10.6%

BlackBerry sees growth steadily

BlackBerry sees growth steadily Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% 10.6%
Q3 07 Q3 08 51.4% Nokia 38.9% 3.6% Apple 17.3% 10.6% 10.6% RIM RIM 15.2% 15.2%
Q3 07
Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
10.6%
RIM RIM
15.2%
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
Source: Canalys estimates / Nov 2008

Apple and RIM are relative

Apple and RIM are relative closed platform Features available Whole OS Core Apps User Experience Advanced
Apple and RIM are relative closed platform Features available Whole OS Core Apps User Experience Advanced
Apple and RIM are relative closed platform Features available Whole OS Core Apps User Experience Advanced
Apple and RIM are relative closed platform Features available Whole OS Core Apps User Experience Advanced
closed platform
closed platform
Features available
Features available
Whole OS
Whole OS
Core Apps
Core Apps
User Experience
User Experience
Advanced Apps
Advanced Apps
Basic Apps
Basic Apps
Linux LiMo Android Symbian OS Windows Mobile iPhone OS BlackBerry OS
Linux
LiMo
Android
Symbian OS
Windows Mobile
iPhone OS
BlackBerry OS
Some Public API
Some Public API
Source: Telefonica / Dec 2008
Source: Telefonica / Dec 2008
Some Public API
Some Public API
Some Public Code
Some Public Code
All Public Code
All Public Code
Platform openness
Platform openness

77%

77% of iPhone purchasers described themselves as very satisfied with their user experience. Source: Adobe /

of iPhone purchasers

77% of iPhone purchasers described themselves as very satisfied with their user experience. Source: Adobe /
described themselves as very satisfied with their user experience.
described themselves as
very satisfied
with their user experience.
Source: Adobe / 2008
Source: Adobe / 2008

Why?

Open platform
Open platform

are theorically wonderful. Open is a key to innovation.

Open platform are theorically wonderful. Open is a key to innovation.
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
iPhone Killer?
User Experience Matters
User Experience Matters

Apple and RIM

Apple have full control of the hardware and software they use in their systems.
Apple have full control of the hardware and software they use in their systems.
Apple have full control of the hardware and software they use in their systems.
Apple have full control of the hardware and software they use in their systems.

have full control of the hardware and software

Apple have full control of the hardware and software they use in their systems.
they use in their systems.
they use in their systems.
More tight control systems
More tight control systems
work better at real world.
work better at real world.
Source: Business Week Technology and You / Nov 2008
Source: Business Week Technology and You / Nov 2008
Power of Open Source
Power of Open Source
WebKit: open source browser engine
WebKit: open source browser engine
Power of Open Source WebKit: open source browser engine
Power of Open Source WebKit: open source browser engine
Power of Open Source WebKit: open source browser engine
Mobile Application Store
Mobile Application Store

34% of Smartphone owners have not added an application to their phone.

of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov
of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov
of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov
of Smartphone owners have not added an application to their phone. Source: Compete.com / Nov
Source: Compete.com / Nov 2008
Source: Compete.com / Nov 2008

“I want to install applications on my smartphone, but I don’t know where to find them.”

“I want to install applications on my smartphone, but I don’t know where to find them
“I want to install applications on my smartphone, but I don’t know where to find them
“I want to install applications on my smartphone, but I don’t know where to find them
“I want to install applications on my smartphone, but I don’t know where to find them
Carol, a smartphone owner
Carol, a smartphone owner
Source: Carol / Jan 2009
Source: Carol / Jan 2009

“If user don’t know how to add applications, it’s a closed platform.”

“If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner
“If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner
Patrick, a smartphone owner
Patrick, a smartphone owner
Source: Patrick / Jan 2009
Source: Patrick / Jan 2009
“If user don’t know how to add applications, it’s a closed platform.” Patrick, a smartphone owner
iPhone owners know how to add apps 34% Smartphone owner 7% iPhone owner

iPhone owners know how to add apps

iPhone owners know how to add apps 34% Smartphone owner 7% iPhone owner
34%
34%

Smartphone owner

7%
7%

iPhone owner

Apple provide the unified source
Apple provide the
unified source
for iphone applications
for iphone applications
Apple provide the unified source for iphone applications
Apple provide the unified source
Apple provide the
unified source
for iphone applications
for iphone applications
“I'm not aware of anything.”
“I'm not aware of anything.”
“I'm not aware of anything.” “ We have more applications and more phones in the hands

We have more applications and more

“I'm not aware of anything.” “ We have more applications and more phones in the hands
“I'm not aware of anything.” “ We have more applications and more phones in the hands

phones in the hands of people and that's what matters at the end of the day.”

“I'm not aware of anything.” “ We have more applications and more phones in the hands
“I'm not aware of anything.” “ We have more applications and more phones in the hands
Scott Horn, a general manager in Microsoft's mobile communications business
Scott Horn, a general manager in Microsoft's mobile communications business
Source: Cnet / July 2008
Source: Cnet / July 2008
Apps variety is NOT market share
Apps variety is NOT market share
BlackBerry Windows Platform Symbian OS iPhone OS Palm OS OS Mobile HTC, HP, Vendor Nokia etc.
BlackBerry
Windows
Platform
Symbian OS
iPhone OS
Palm OS
OS
Mobile
HTC, HP,
Vendor
Nokia etc.
Apple
RIM
Motorola,
Asus
Palm
Share
40%
17%
15%
12%
2%
Apps
>12000
10000
18000
29000
Source: Canalys / Dec 2008
Source: Canalys / Dec 2008
Microsoft Skymarket
Microsoft Skymarket
Apple App Store
Apple App Store
BlackBerry Storefront
BlackBerry Storefront
Mobile Application Store
Mobile Application Store
Android Marketplace
Android Marketplace
Nokia Download!
Nokia Download!
Plam App Catalog
Plam App Catalog
Next Generation UI
Next Generation UI
Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /

Touch-Screen Phones increased 130% last year

Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /
Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /
Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /
Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /
Touch-Screen Phones increased last year 4.2million Sept. 2007 9.6million Sept. 2008 Source: comScore Media Matrix /
4.2million
4.2million

Sept. 2007

9.6million
9.6million

Sept. 2008

Source: comScore Media Matrix / 2008
Source: comScore Media Matrix / 2008
Finger is the best stylus
Finger is the best stylus
Finger is the best stylus
Finger is the best stylus
Invisible UI
Invisible UI
Invisible UI
New Ecosystems Arising
New Ecosystems Arising
iTunes iPhones Mac OS X Safari iPods Mac PCs TV Apple TV Future Devices Large Developer
iTunes
iPhones
Mac OS X
Safari
iPods
Mac PCs
TV
Apple TV
Future
Devices
Large Developer Community
01 The new role of OEMs and Internet players MUSIC GAMES NAVIGATION UGC APPS MyNokia NOKIA
01
The new role of OEMs and Internet
players
MUSIC
GAMES
NAVIGATION
UGC
APPS
MyNokia
NOKIA
LifeBlog/
Nokia Music
Nokia Maps
Flicker
----
SONY ERICSSON
----
SAMSUNG
Life Diary
----
APPLE
Android
GOOGLE
Amazon
----
Store
TELEFÓNICA ESPAÑA
Application Innovation & Open OS devices
5
How to Win?
How to Win?

Usability

Content

Solutions

“I realized my competition was pen and paper, not computers” Jeff Hawkins, Founder of Palm Computing

“I realized my competition was pen and paper, not computers”

Jeff Hawkins, Founder of Palm Computing

Thank You!
Thank You!