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MobileUsage
Trends2015
GMASA Chennai 2015
Presentation by @ricowyder
GMASA May 2015
MobileUsage
Trends2015
0bn
1bn
2bn
3bn
0%
25%
50%
75%
100%
2013 2014 2015 2016 2017 2018
Sales estimate Current Trend
2.56bn
2.38bn
2.16bn
1.91bn
1.64bn
1.31bn 51.7%49.5%
46.4%
42.9%
38.4%
34.3%34.3%
38.4%
42.9%
46.4%
49.5% 51.7%
Smartphones not only
changed profoundly our lifes,
they also created countless
fast-growing industries.
Source: eMarketer, Dec 2014
Smartphone Users & Penetration Worldwide
2
GMASA May 2015
MobileUsage
Trends2015
Every business needs to 

find its perfect balance
between platforms. 

Not many can exist at all
without mobile.
Wikimedia
Yahoo
Amazon
eBay
Google
Twitter
Facebook
0% 25% 50% 75% 100%
Browser Apps
3
Source: comScore, Jul 2014
Time Spent via Smartphone Browser vs App
GMASA May 2015
MobileUsage
Trends2015
Messaging / Social
Staying in touch 

regardless of location
(Local) Search
Accessing information
that is relevant right here
Web Browsing
Accessing information
that is relevant right now
Utilities
Leveraging software and
hardware for productivity
and other needs
Mobile commerce
Purchasing goods and
services anytime
Media Content
Consuming news, music,
movies on-demand
4
!
P
9
D
4
2J
GMASA May 2015
MobileUsage
Trends2015
Racefor
Engagement
5
GMASA May 2015
MobileUsage
Trends2015 6
0%
25%
50%
75%
100%
US UK DE JP KR
Communication Social Games Other
Source:AppAnnie, May 2015
App Sessions by Category
We only have 24 hours in a
day. As brands can reach
everybody’s night stand,
anybody will compete for
your attention.
GMASA May 2015
MobileUsage
Trends2015
0%
25%
50%
75%
100%
US UK DE JP KR
Communication Social Games Other
Source:AppAnnie, May 2015
Time Spent in Apps by Category
6
We only have 24 hours in a
day. As brands can reach
everybody’s night stand,
anybody will compete for
your attention.
GMASA May 2015
MobileUsage
Trends2015
0%
25%
50%
75%
100%
US UK DE JP KR
Communication Social Games Other
Source:AppAnnie, May 2015
Time Spent in Apps by Category
6
Fighting for more minutes of
your day:
GMASA May 2015
MobileUsage
Trends2015
Seamless
FinTechSolutions
7
GMASA May 2015
MobileUsage
Trends2015
Cash will not go away, until
somebody finds a better
universal way to make a fast,
safe transaction.
8
Source: Statista 2015
Number of Mobile Payment Users WW
0
125
250
375
500
2009 2010 2011 2012 2013 2014 2015* 2016*
Europe Americas Asia Africa
GMASA May 2015
MobileUsage
Trends2015
One-touch PAYMENT
Secure TRANSACTION
Intuitive CONTROL
9
GMASA May 2015
MobileUsage
Trends2015
I’mtheUberofUber
10
GMASA May 2015
MobileUsage
Trends2015
“Why Software Is Eating The
World”


By MARC ANDREESSEN
WSJ, August 2011
11
GMASA May 2015
MobileUsage
Trends2015
Smart
Commerce
12
GMASA May 2015
MobileUsage
Trends2015
Our brains are very fast in
adapting to new contexts.
Software surrounding us
isn’t just yet.
13
15% In Vehicle
40% Sitting
25% Standing
5% Running
15% Walking
15%
5%
25% 40%
15%
All Apps
30%
60%
3%
5%
2%
Fitness
2% In Vehicle
5% Sitting
3% Standing
60% Running
30% Walking
GMASA May 2015
MobileUsage
Trends2015
Contextual Engagement can
make our lives better, but
also opens up revenues
through smarter offers.
14
40% Home
15% Office
30% Commute
5% Restaurant
10% Other
10%5%
30%
15%
40%All Apps
10%
10%
55%
10%
15%
Gaming
15% Home
10% Office
55% Commute
10% Restaurant
10% Other
GMASA May 2015
MobileUsage
Trends2015 15
Who will be best at
delivering the right message
at the right time, through
the right channel?
GMASA May 2015
MobileUsage
Trends2015
Swiss
ArmyKnife
16
GMASA May 2015
MobileUsage
Trends2015
Smartphones are not only
high-tech devices, they also
extend into our offline
world.

They become our remotes,
our keys, our tricorders.
17
GMASA May 2015
MobileUsage
Trends2015
Anyscreen
Anywhere
18
GMASA May 2015
MobileUsage
Trends2015
Mobile Internet
Smartphones
Multi-Screen
Virtualization
Any Screen
Global Access to your virtual self
on any digital surface
19
2
" "
#
Pick up Anybody’s Phone
and trade stocks.
GMASA May 2015
MobileUsage
Trends2015
Thankyou
20
twitter: @ricowyder

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