march 2010: aimia nokia developers day presentation
DESCRIPTION
Presentation give to the Nokia Developers Day 2nd March 2010. Provides an overview of the Australian Mobile landscape as at March 2010.TRANSCRIPT
The mobile revolution. Site, apps, handsets
MORE THAN A PHONE
How many did you say?
Subs Growth ARPU
• VHA: 6.895 (+584k) $56• Optus: 8.224 (+591) $48• Telstra:10.387 (+681) $50.55
25.506 +1.856 - 7.8% growth in less than 1 year
Wireless Broadband:• VHA 673 (+133.7%)• Optus 799• Telstra 1.325 ( +73%)
• Australian Population: 21.374 • Mobile subscribers: 25.506 119% penetration
Ubiquitous doesn’t come close…
• Personal• Pervasive• Always on• Uniquely anthropomorphized • Increasingly first point of call
Our mobile behaviour
• As a phone, not that much has changed• As a connection device, everything has
– Social connection – Business connection– Entertainment connection– Internet connection– Personal connection
• We need to think about experiences here– Is advertising relevant and right? – What is the role of personalisation?– What rights do we have to track and monitor behaviour?– Privacy will become more of an issue
The third (and sometimes fourth) screen
Multitasking
Connection between/across devices
Semantic machine to machine communication• On unusual devices:– Crowdsourcing traffic from GPS signals– Interaction between smart remotes– Home sensing/smart meters
• Connectivity to the world - everywhere
IMHO
• iPhone changed the mobile landscape– Increased use of mobile beyond calls– Apps store proved a business model– Side loading was shown to work– Control/non-open nature of Apple is an issue
• What we can learn from this– User experience has to be the starting point– Good technology should never need a user guide– Features aren’t the driver, ease of use is– Mobile is more than a phone – an ecosystem
For developers
• iTunes apps store is crowded now– Discovery is hard, stickiness is harder– There is a hungry market that wants a go...
• Different handset, same functionality– The idea of owning the user (and the data) has to go
• Freemium models are proven and preferred– Let me chose what I pay for (even with attention)
• Lifestyle first, features second– Where, when, why – will mobile be used?
• Social is likely to remain a key driver– Advertising and marketing need to fit into this
What next?
• Augmented Reality (for business and play)– Recognizr, Layar, Insqribe, Across Air, Junaio
• mCommerce– Contactless payment, RFID, mWallets
• Smart remotes for life– More than just device management
• Lifecaching– Still/always. In the cloud
• Deconstructing the device– Wearable, embedded
Millions of people are discovering the internet on their handheld devices...
What world can we build them?
MORE THAN A PHONE