international app development and challenges
DESCRIPTION
Everything about international app development, the differences with webdevelopment and the future of mobile, differences between tablets and mobile and some great opportunities and examples.TRANSCRIPT
Mobilize Yourself!
"We understand that the new rule is mobile first.”
"Mobile first in everything. Mobile first in terms of applications. Mobile first in terms of the way people use things. And it means ... that we have a role now to inform, to educate through all these devices."
Eric SchmidtCEO, Google (2010)
1.
Real Smartphones Are Everywhere
2.
Moore’s Law Kills Costs
3.
It’s Contagious
Our Lives Have Turned Mobile
49
New Computing Cycle Characteristics Reduce Usage Friction Via Better Processing Power + Improved User Interface + Smaller Form Factor + Lower Prices + Expanded Services = 10x More Devices
1MM+ Units
100MM+ Units
10B+ Units???
10MM+ Units
Car Electronics GPS, ABS, A/V
Mobile Video Home
Entertainment Games
MP3
Wireless Home Appliances
Cell phone/ PDA
Smartphone Kindle Tablet
Computing Growth Drivers Over Time, 1960-2020E
1B+ Units/ Users
1
10
100
1000
10,000
100,000
1,000,000
More than Just Phones
iPad
Note: PC installed base reached 100MM in 1993, cellphone/Internet users reached 1B in 2002/2005 respectively; Source: ITU, Mark Lipacis, Morgan Stanley Research.
Minicomputer
PC
Desktop Internet
Mobile Internet
Mainframe
1960 1970 1980 1990 2000 2010 2020
Dev
ices
/Use
rs (M
M in
Log
Sca
le)
source: Morgan Stanley
A Promise Delivered
And It’s Still Early
NL
FI
0
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
Helsingin Sanomat mobiili
Ilta-Sanomat mobiili
Taloussanomat mobiili
2009$ 2010$ 2011$ 2012$
Exponential Growth in Mobile Usage
0
5
10
15
20
25
30
1 2 3 4 5
iPad
iPhone
Symbian
Android mobiili
Android tablet
Windows Mobile
500.000.000
In the NL, Mobile Use Beats the Web
jan/10
mrt/10
mei/10
jul/10
sep/10
nov/1
0
jan/11
mrt/11
mei/11
jul/11
sep/11
nov/1
1
jan/12
Mobile PC Tablet
source: Nu.nl
• European media group• Founded and headquartered in Finland
• Revenue 2.7bln eur (2011), 14 000 employees
• Focused on Media and Education
• Present in Finland, Netherlands, Belgium, Russia and Central & Eastern Europe (Hungary, Poland, Czech etc.)
• Leading media company in the Netherlands• #1 Dutch magazine publisher (70+ titles)
• #1 Dutch online publisher (60+ sites)
• #2 Commercial TV broadcaster: SBS6, Net5, Veronica & other TV and radio channels
•Leading media company in Finland• #1 Finnish magazine publisher (50+ titles)
• #1 Finnish newspaper publishers (20+ titles), including largest newspaper in the Nordics (HS)
• #1 Finnish online publisher (50+ websites)
• #2 Commercial TV broadcaster (Nelonen, JIM, Liv & other TV and radio channels)
•Leading media company in Russia & CEE• #1 media company in Hungary (online, tv, magazines)
• Joint ventures with Hearst in Russia (online, magazines & newspapers) and other CEE countries
• Leading Learning Solution provider across 20 markets
About Me
Media Must Catch Up
We Are Going Mobile First
A Big Leap
Over 100 Mobile Apps Published
Start Innovating
Sanoma Investing In Mobile
External
Internal
Ideas Execution
Sanoma Investing In Mobile
Mobile Innovation
Fund
External
Internal
Ideas Execution
Sanoma Investing In Mobile
Mobile Innovation
Fund
Planet of the Apps
External
Internal
Ideas Execution
Sanoma Investing In Mobile
Mobile Innovation
Fund
Sanoma App
Challenge
Planet of the Apps
External
Internal
Ideas Execution
Sanoma Investing In Mobile
Mobile Innovation
Fund
Sanoma App
Challenge
Sanoma Ventures
Planet of the Apps
External
Internal
Ideas Execution
A Huge Opportunity
We Produce Touchpoints
It’s All About The Audience
Entertainment/InspirationXL formPush TV/DVDMovies/Video GamesHours
Information/ProductivityShort formPullSoftware/ WebsitesSearch/Social/VideoHours
Entertainment/CreationMedium formPullApps/WebsitesEbooks/Photos/VideoQuarters
Communication/ MonitoringXS formPushApps/WidgetsMusic/Casual GamesMinutes
New Categories of Devices
It’s Their Choice
Tablet shipments
(mln)
Consumer penetration
source: GFK, Telecompaper
0%
5%
10%
15%
20%
25%
30%
35%
-
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
2009 2010 2011 2012FC Tablet sales Penetration tablets (Q4)
Software Rules
All Replaced By My Phone
Expectations Game
1.
Instant
Source: Sanoma iPad user survey 2011
N/A2%
PC/laptop36%
iPad62%
At home, what is your primary computer that you use most often now?
How often do you use the iPad?
Once per day or less4%
Multiple times a day96%
How much time do you spend on the iPad (on a day of usage)?
>2 hrs25%
1-2 hours30%
30-60 min.29%
<30 min16%
Intense Usage: New Habit
2.
New Deal
Changing media consumptionphone44%
overall views
Source: NU.nl (based on sample data)
>44
HBO/WO
0%
2%
3%
5%
7%
8%
10%
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Computer
Smartphone
iPad
computer48%
overall views
tablet9%
overall views
In the morning, phones are where people start to engagewith their chosen media
People that read on computers consume their greatest share of online news during the day
iPad readers read more news on the device at night than during other times of day
4 – 5 – 8 – 30
Remember Nokia?
3.
People Don’t Change
Sometimes You Repackage Smart
Don’t Reinvent People’s Needs
Be Where They Are
4.
Personal
Super Targeted
iPad Ads Are Nice
5.
Tech Serves You
HTML5 Will Make our Sites App-like
6.
The New Lean Back
Browsing is Fun
7.
Chains Change
Making a Decision
Considering Options
Visiting the Dealership Transaction
Follow Up & Future Engagement
Driving Physical Traffic
It’s Transactionable
Fashion Chick Works
But It Can Be Indirect At Times
8.
Redefine Yourself
TRAINING & BUSINESS CASESix Module Track to Develop Idea into Concept
SELECTION OF APPLICANTSOpen application process to join Mobile First Accelerator
DEVELOPMENT
PROOF OF CONCEPTBootcamp to Develop Prototype
September 2012: Mobile Accelerator
71
Transforming Print to Mobile
Developing Digital to Mobile
New Mobile First Services
Sanoma’sNew Mobile
Offering
By driving internal innovation,intrapreneurship & culture change,the Mobile FirstAccelerator willallow us to explore new opportunitiesin Mobile Media
9.
You Can’t See The Future
10.
Don’t Fear To Experiment
Text
Budapest
Tech Development
AmsterdamBizDev & Design
Function, Not Just Content
For The New Generation
Thank You – follow @lassi