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
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The mobile revolution. Site, apps, handsets
MORE THAN A PHONE
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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
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Ubiquitous doesn’t come close…
• Personal• Pervasive• Always on• Uniquely anthropomorphized • Increasingly first point of call
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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
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The third (and sometimes fourth) screen
Multitasking
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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
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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
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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
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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
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Millions of people are discovering the internet on their handheld devices...
What world can we build them?
MORE THAN A PHONE