mobile apps and internet

April 12, 2023

Jure SustersicDeveloper RelationsForum Nokia

Going Mobile?Mobile apps and internet

© 2010 Nokia

Contents

– Mobile applications driving the mobile content economy

– Serbia application consumption

– Mobile Platforms’ role in the app economy

– Types of applications

– Development and distribution of applications

04/12/23 2

© 2010 Nokia

Trivia…

• There are more people accessing Facebook from mobile than the desktop

• In 2009 there were over 3.7 bn mobile subscriptions active globally

• That Nokia has shipped over 1bn mobile phones• Based on my calculations, while I was saying this there

were around 1000 mobile applications downloaded and generated around 20.000 EUR of direct transaction revenues

© 2010 Nokia

The app economy…

© 2010 Nokia

Growing demand for Applications Application Access Category Apr-09 Apr-10 %

Change Used application (except native games)

54,414 69,639 28

Social Networking 4,270 14,518 240

News 4,148 9,292 124

Sports Information 3,598 7,672 113

Bank Accounts 2,340 4,974 113

Weather 8,557 18,063 111

Movie Information 3,296 6,359 93

Maps 8,708 16,773 93

Online Retail 1,416 2,701 91

Photo or Video Sharing Service 3,131 5,950 90

Search 5,434 10,315 90

Fastest-Growing Content Categories via Application Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009Total U.S. Age 13+Source: comScore MobiLens

© 2010 Nokia

... and it’s not a U.S. only phenomena

Mobile apps study result from Serbia

(Apr 2010) shows demand is high:

• 37% of the respondents have already used mobile apps

• App user have installed 9,4 Apps in average on their device.

• 22% of the app users have already bought charged apps.

Base: n=206, source: checkbox.com

© 2010 Nokia

AppStores are dominating distributionFrom what sources have you downloaded your Apps in the past?

(aided, multiple responses possible)

© 2010 Nokia

Demand for hyper local is growing

• Actual news, international news, weather forecast, tv program

• Flight schedules, flight reservations, price info, delays, Bus/train schedule, tickets/reservation, route changes/delays

• Real time scores, betting on the mobile, sports news

• Deliveries tracking, prices, delivery ordering

© 2010 Nokia

Mobile Technology Adpotion

The Mobile Entrepreneurs

The Innovative Web Giants The Traditional Giants

The Long-tailers

© 2010 Nokia

Internet evolution thru a mobile screen

Widgets offer focused, optimized front-ends to Web-based information

and services

Mobile-optimized sites

serve specific needs and tasks

Full HTML browser lets

mobile consumers experience the complete Web

Widgets + Platform

Services offer seamless

integration of the Web with personal

context

© 2010 Nokia

Setting the mobile strategy…

Depends on many variables. Key drivers for this is the nature of the business:

• Mobile only?• Online and Mobile• Brick & Mortar

© 2010 Nokia

Know your buisness…

• How can your core business benefit from mobilization?• What are the key use cases in mobile you can or/want to

support?• What business model to apply?• How to market the mobile service• What resources do I need?• How do I define and track performance, quality

© 2010 Nokia

… to find an appropriate mobile strategy

• Mobile Advertising– SMS, Banners

• Mobile Site– WAP, xHTML, HTML(5)

• Mobile Application– Information delivery (Product info)– Marketing campaigns– Content delivery (news and infotainment)– CRM– Transactions– “True” mobilisation

© 2010 Nokia

Platforms are driving the app-economy

Share (%) of Smartphone Subscribers EU5

Total sub. base

100.0%

Symbian 60.9% Apple 14.5% Microsoft 14.1% RIM 8.3% Google 2.0%

Worldwide Smartphone market by OS vendor Market shares 4Q 2009 in % (Source:

Canalys)

© 2010 Nokia

Nokia portfolio is set for apps

Phones(Series 40)

Smartphones(Symbian)

Computers(MeeGo)

Develop Java apps

Develop Native Apps

Develop Web Apps Develop Web Apps

© 2010 Nokia

What are web apps

• Web sites often not suitable for small screens

• Widgets are “local websites” on the device

– Rendered using browser

– Fetch web data using AJAX (Web 2.0)

– Look & feel like native applications

– But: easy development with HTML & JavaScript

– Standard web tools for development

– Vendor specific extensions possible for better integration with device (location, contacts, calendar)

• Web Apps are easier to port across platforms

© 2010 Nokia

Native apps – power of the platform

11000100011000010111011011101011101111010101101110

10100to binary

#include <iostream> using namespace std; int main () { // declaring variables: int a, b; int result; // process: a = 5; b = 2

Code

Great performance

Best use of OS features (APIs, Middleware etc)

With smallest footprint

But requires greater investment and developed using mostly proprietary tools (e.g. Nokia Qt SDK)

GIVING »

and run by OS

is compiled

© 2010 Nokia

Nokia’s distribution channel – Ovi store

• Powerful channel with content from a global developer base

• Free and premium content• Content available by category, device and

market• Wide coverage of content:

– Native Apps Web Apps Java Apps Personalization• 70/30 revenue share*• Payment via credit card and premium SMS

(where available)• Worldwide distribution and visibility• Self-service content publishing via

Publish.ovi.com * - after taxes and possible operator charges

© 2010 Nokia

… to conclude

Anyone feels like year 2000 DejaVu is happening?Not quite…1 tech and financial bubble later…We ought to get our numbers and expectations right this

time… So apps and mobile content are here to stay

mobile apps and internet

Technology

mobile entrepreneurs

mobile service

mobile apps app user

web apps web sites

calendar web apps

contents mobile applications

bn mobile phones

bn mobile subscriptionsactive