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Why Mobile Matters
& How to Take Advantage of it
        Bernard Leong
         CTO & Co-Founder




 http://www.yourchalkboard.com
                                 1
Outline
• Why Mobile Matters:
  Trends and Observations of
  Mobile-Web in Asia Pacific.

• How to take advantage of
  it: Lessons on Developing
  Apps in the Mobile-Web
  Economy.

• Marketing & Advertising in
  the Mobile-Web Age.



                               2
Why Mobile Matters?




                          75%
5B Mobile Subscribers in the World


                                           3
48%                                   69%
      mobile users are from                mobile traffic are coming
        China, India, US,                        from videos
        Russia & Brazil




           45%                                  521M
of an average iPhone user’s time is   users in Skype, making it the largest
       spent on making calls             telecommunications company




                                                                              4
Source: Morgan Stanley, 2010

                               5
Mobile Phones
  based on World Population      40-60%


                     25-40%

  15-20%




                 Feature (WAP)    Basic
Smart Phones                     Phones
                     Phones

                                          6
Internet Users (M)   Internet Penetration (%)         Mobile Subscribers (M)/
                                                                           (Mobile Penetration %)

      China                 420                    31.6                         833 / (63.4%)

    Hong Kong               4.8                    69.5                        11.4 /(163.1%)

       India                81                      7.1                          706 / (59.5)

     Indonesia              30                     12.3                          168 / (73.1)

       Japan                99                     78.4                          127 / (84)

    South Korea            39.4                    81.1                         48 / (97.2%)

     Malaysia              16.9                    64.6                         27.1 / (N/A)

    Philippines            29.7                    19.7                         92 / (73.6%)

    Singapore*              3.7                    77.8%                         5 / (136%)

      Taiwan               16.3                    70.1                          25 / (110%)

     Thailand              17.5                    26.3                          56 / (81%)

     Vietnam               24.6                    27.5                         89 / (38.8%)

                                                                  Source: Internet World Stats
Mobile-Web Users in Asia Pacific Markets 2009/2010             CIA World Book, *IDA Official Stats

                                                                                                     7
Mobile Internet Penetration by Market




Major Trends Ongoing in the Mobile-Web Economy
                                                 8
Asia Mobile Users Drive Mobile Internet Usage
                                                9
Before 9 Jan 2007...




Web Developers          Mobile Developers



                                        10
Mobile-Web Developers


                        11
After that, the iPhone changed the mobile-web landscape




                                                          12
Developers




                                          Consumers



                      Apps Store

Content Providers                             Telcos
                                                       ©BL
            Mobile-Web Apps Store EcoSystem
                                                         13
Before you want to go mobile ...
• Why is your going mobile?
  organization
               company or

• What isapp to theof your mobile
  or web
          the value
                    consumer
  (B2C) or user (B2B)?
• How- do you attract users to your
  app via localization or content?
• Which platform should your app
  be on?


                                      14
Types of Apps




Web App (HTML5)   Native App (SDKs)


                                      15
Lesson 1
Focus on one platform before scaling it up.




                                              16
Apps Store



                                                          HTC Desire,  Blackberry Storm
 Handsets          iPhone,            Nokia N97,        Lenovo OPhone, Blackberry Torch        Motorola MC
(Examples)           iPad             Nokia N8           LG, Motorola,    Blackberry          series, LG, HTC
                                                        Samsung Galaxy     Playbook
                                                            Phillips

                                    Symbian OS 9.4      Google Android
Operating       iPhone OS 4         Series 60 Rel 5       2.2 (Froyo), Blackberry OS 5,         Windows 7
 System          (Mac OS X)           Symbian^3        3.0 (HoneyComb) Blackberry OS 6           Mobile


                                    Developer (70%), Developer (70%),
 Revenue      Developer (70%),       Nokia (30%) in     Google (30%) -
  Model      Apple (30%) for sale   net refunds after pays carriers and     Developer (80%)   Developer (70%)
   for             of apps.         credit card sales, billing settlement      per sale          per sale
Developers                           fixed operator           costs
                                          billing


                                                                                                            ©BL



                                                                                                                17
Apps Store




                   Standard Program
   Annual
                      (US$99) and
  Developer                              50 Euros           US$25             US$200          US$99
                  Enterprise Program
    Fee
                       (US$299)


                                                       Paid Apps: Austria, US, UK & Canada,
                                                       France, Germany,        Singapore,
                   Apps Store in 77
Market Coverage      Countries            Global       Netherlands, Spain, Indonesia, Hong    Global
                                                            US & UK         Kong, Thailand,
                                                       Free Apps: Global        Malaysia



                                       3M downloaded                       2M downloaded
  Downloads         Close to 10B          per day            2.7B             per day          N/A




                                                                                                       ©BL



                                                                                                         18
Apps Store




              Developers paid via   Credit Card or
 Payment      direct deposit into   Phone Bill with Google Checkout          PayPal        Credit Card
  Model          bank account        telco billing
                  (monthly)



Market Size      100M iPhone          106M Ovi         8.5M Android     55M subscribers,
 (by 2010)        Subscribers        Subscribers          Market        35M App World          N/A
                                                        Subscribers          users




                                                      developer.android www.blackberry.co create.msdn.co
Resources     developer.apple.com   publish.ovi.com         .com          m/developers           m



                                                                                                         ©BL



                                                                                                           19
Worldwide SmartPhone OS
      distributions




                                           778K iPhones
                                     vs 110K Android handsets
                                             58K iPads
   Source: Gartner, 10 August 2010     Source: Mobile Traffic data from Google, Oct 2010
                                                 and ST Digital Times (iPad)




                                                                                           20
21
300K apps
62,126 Developers
 85% iPhone, 7% iPad
 Average Price: $2.43
        Performance of Apple Ecosystem
                                         22
200K apps
35.4% Paid, 64.6% free
65% Android 2.2 (Froyo)
   34 Mobile Devices



Performance of Android Ecosystem
                                   23
24
Lesson 2
Don’t put your eggs on one apps store basket!




                                                25
Premium Version
         Free                                         (US$7.95)
     and Premium             Free
       Version
      (US$3.99)


 iTunes has too many twitter apps and none   Highest downloaded paid app
        of them are monetising well.         in Ovi Store (no competitors)

Identify the Blue Ocean and Your App might make the mark
                                                                             26
Lesson 3
Understand the App Store Cycle & Support




                                           27
Apps Discovery
                           Share/Tell a Friend (Viral
                        Screenshots, Rankings, Ratings
                               and comments



  Repeat Process                                             Decision to Purchase




                                  Transaction                Payment Model
       Apps & Updates                                Integrated with Telco Operator
Purchases & Downloads Status                               Check out Account
 Mobile or Desktop initiated                                 Revenue Sharing




                                                                                      28
Lesson 4
Don’t overload content & focus on design!
       Sharing of Interesting Apps




                                            29
Apps can be global ...




Wikipedia        Epicurious          Currency



                                                30
but localization of content is important




HungryGoWhere        SG Events             SG Malls


                                                      31
Mobile Photo-Location Based & Video Services




Instagram                     Qik

                                                32
Augmented Reality + Location Based Services




                               Buuuk
Sekai Camera

                                                33
Banking Apps in Singapore




OCBC iPad Banking App         DBS Banking App

                                                34
Examples of Disrupting Technology
                       Square utilizes iPad
                         & iPhone to do
                        secure payment.
                        Founded by Jack
                        Dorsey (Twitter)
                       Raised US$27.5M
                         from Sequoia,
                        Khosla & Angels



                                           35
Mobile Marketing & Location
                    Based Services
budget ($)
Marketing




             Global    Mid size companies
             Brands   with country-wide ops
                                              Small Medium Businesses
                                                + Mom-Pop Shops



                            # of companies



                                                                        36
Mobile Advertising Networks vs
                   Marketing Budgets
budget ($)
Marketing




             Global    Mid size companies     Small Medium Businesses
             Brands   with country-wide ops     + Mom-Pop Shops




                            # of companies



                                                                        37
Local Business   Upload Promotions     Distribution Channels          Consumers




                                      3rd party mobile applications
                        SMS




                       Twitter
                                             Web Publishers
                                          via HTML5 Browsers




                  Our Web Dashboard
                                              Social Media



                 Case Study: Chalkboard                                       38
142%                                • 1.4m people
                                         between age 15-39
Mobile Penetration In Singapore
                                    •    770,000 iPhone
12.5%                                    users
Coverage of ALL Singaporeans        •    123,000 Android
                                         phones
550,000                             •    58,000 iPads
Unique Users/ Month
                                    •    1 in 3 searches are
                                         local
9 million
Impressions and doubling every 3 weeks

           Case Study: Chalkboard                              39
Case Study: Chalkboard   40
Future Directions
• Mobile Apps has
  extended from
  phones to tablets/
  pads.
• Ubiquitous products?
  in different
               computing

• Apps Storesyouthe
  Future? Do
                of
                   need
  one?


                             41
Thank You
               http://www.bernardleong.com
            Slideshare/Twitter/GMail: bleongcw

                                            42

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Why Mobile Matters & How to Take Advantage of It

  • 1. Why Mobile Matters & How to Take Advantage of it Bernard Leong CTO & Co-Founder http://www.yourchalkboard.com 1
  • 2. Outline • Why Mobile Matters: Trends and Observations of Mobile-Web in Asia Pacific. • How to take advantage of it: Lessons on Developing Apps in the Mobile-Web Economy. • Marketing & Advertising in the Mobile-Web Age. 2
  • 3. Why Mobile Matters? 75% 5B Mobile Subscribers in the World 3
  • 4. 48% 69% mobile users are from mobile traffic are coming China, India, US, from videos Russia & Brazil 45% 521M of an average iPhone user’s time is users in Skype, making it the largest spent on making calls telecommunications company 4
  • 6. Mobile Phones based on World Population 40-60% 25-40% 15-20% Feature (WAP) Basic Smart Phones Phones Phones 6
  • 7. Internet Users (M) Internet Penetration (%) Mobile Subscribers (M)/ (Mobile Penetration %) China 420 31.6 833 / (63.4%) Hong Kong 4.8 69.5 11.4 /(163.1%) India 81 7.1 706 / (59.5) Indonesia 30 12.3 168 / (73.1) Japan 99 78.4 127 / (84) South Korea 39.4 81.1 48 / (97.2%) Malaysia 16.9 64.6 27.1 / (N/A) Philippines 29.7 19.7 92 / (73.6%) Singapore* 3.7 77.8% 5 / (136%) Taiwan 16.3 70.1 25 / (110%) Thailand 17.5 26.3 56 / (81%) Vietnam 24.6 27.5 89 / (38.8%) Source: Internet World Stats Mobile-Web Users in Asia Pacific Markets 2009/2010 CIA World Book, *IDA Official Stats 7
  • 8. Mobile Internet Penetration by Market Major Trends Ongoing in the Mobile-Web Economy 8
  • 9. Asia Mobile Users Drive Mobile Internet Usage 9
  • 10. Before 9 Jan 2007... Web Developers Mobile Developers 10
  • 12. After that, the iPhone changed the mobile-web landscape 12
  • 13. Developers Consumers Apps Store Content Providers Telcos ©BL Mobile-Web Apps Store EcoSystem 13
  • 14. Before you want to go mobile ... • Why is your going mobile? organization company or • What isapp to theof your mobile or web the value consumer (B2C) or user (B2B)? • How- do you attract users to your app via localization or content? • Which platform should your app be on? 14
  • 15. Types of Apps Web App (HTML5) Native App (SDKs) 15
  • 16. Lesson 1 Focus on one platform before scaling it up. 16
  • 17. Apps Store HTC Desire, Blackberry Storm Handsets iPhone, Nokia N97, Lenovo OPhone, Blackberry Torch Motorola MC (Examples) iPad Nokia N8 LG, Motorola, Blackberry series, LG, HTC Samsung Galaxy Playbook Phillips Symbian OS 9.4 Google Android Operating iPhone OS 4 Series 60 Rel 5 2.2 (Froyo), Blackberry OS 5, Windows 7 System (Mac OS X) Symbian^3 3.0 (HoneyComb) Blackberry OS 6 Mobile Developer (70%), Developer (70%), Revenue Developer (70%), Nokia (30%) in Google (30%) - Model Apple (30%) for sale net refunds after pays carriers and Developer (80%) Developer (70%) for of apps. credit card sales, billing settlement per sale per sale Developers fixed operator costs billing ©BL 17
  • 18. Apps Store Standard Program Annual (US$99) and Developer 50 Euros US$25 US$200 US$99 Enterprise Program Fee (US$299) Paid Apps: Austria, US, UK & Canada, France, Germany, Singapore, Apps Store in 77 Market Coverage Countries Global Netherlands, Spain, Indonesia, Hong Global US & UK Kong, Thailand, Free Apps: Global Malaysia 3M downloaded 2M downloaded Downloads Close to 10B per day 2.7B per day N/A ©BL 18
  • 19. Apps Store Developers paid via Credit Card or Payment direct deposit into Phone Bill with Google Checkout PayPal Credit Card Model bank account telco billing (monthly) Market Size 100M iPhone 106M Ovi 8.5M Android 55M subscribers, (by 2010) Subscribers Subscribers Market 35M App World N/A Subscribers users developer.android www.blackberry.co create.msdn.co Resources developer.apple.com publish.ovi.com .com m/developers m ©BL 19
  • 20. Worldwide SmartPhone OS distributions 778K iPhones vs 110K Android handsets 58K iPads Source: Gartner, 10 August 2010 Source: Mobile Traffic data from Google, Oct 2010 and ST Digital Times (iPad) 20
  • 21. 21
  • 22. 300K apps 62,126 Developers 85% iPhone, 7% iPad Average Price: $2.43 Performance of Apple Ecosystem 22
  • 23. 200K apps 35.4% Paid, 64.6% free 65% Android 2.2 (Froyo) 34 Mobile Devices Performance of Android Ecosystem 23
  • 24. 24
  • 25. Lesson 2 Don’t put your eggs on one apps store basket! 25
  • 26. Premium Version Free (US$7.95) and Premium Free Version (US$3.99) iTunes has too many twitter apps and none Highest downloaded paid app of them are monetising well. in Ovi Store (no competitors) Identify the Blue Ocean and Your App might make the mark 26
  • 27. Lesson 3 Understand the App Store Cycle & Support 27
  • 28. Apps Discovery Share/Tell a Friend (Viral Screenshots, Rankings, Ratings and comments Repeat Process Decision to Purchase Transaction Payment Model Apps & Updates Integrated with Telco Operator Purchases & Downloads Status Check out Account Mobile or Desktop initiated Revenue Sharing 28
  • 29. Lesson 4 Don’t overload content & focus on design! Sharing of Interesting Apps 29
  • 30. Apps can be global ... Wikipedia Epicurious Currency 30
  • 31. but localization of content is important HungryGoWhere SG Events SG Malls 31
  • 32. Mobile Photo-Location Based & Video Services Instagram Qik 32
  • 33. Augmented Reality + Location Based Services Buuuk Sekai Camera 33
  • 34. Banking Apps in Singapore OCBC iPad Banking App DBS Banking App 34
  • 35. Examples of Disrupting Technology Square utilizes iPad & iPhone to do secure payment. Founded by Jack Dorsey (Twitter) Raised US$27.5M from Sequoia, Khosla & Angels 35
  • 36. Mobile Marketing & Location Based Services budget ($) Marketing Global Mid size companies Brands with country-wide ops Small Medium Businesses + Mom-Pop Shops # of companies 36
  • 37. Mobile Advertising Networks vs Marketing Budgets budget ($) Marketing Global Mid size companies Small Medium Businesses Brands with country-wide ops + Mom-Pop Shops # of companies 37
  • 38. Local Business Upload Promotions Distribution Channels Consumers 3rd party mobile applications SMS Twitter Web Publishers via HTML5 Browsers Our Web Dashboard Social Media Case Study: Chalkboard 38
  • 39. 142% • 1.4m people between age 15-39 Mobile Penetration In Singapore • 770,000 iPhone 12.5% users Coverage of ALL Singaporeans • 123,000 Android phones 550,000 • 58,000 iPads Unique Users/ Month • 1 in 3 searches are local 9 million Impressions and doubling every 3 weeks Case Study: Chalkboard 39
  • 41. Future Directions • Mobile Apps has extended from phones to tablets/ pads. • Ubiquitous products? in different computing • Apps Storesyouthe Future? Do of need one? 41
  • 42. Thank You http://www.bernardleong.com Slideshare/Twitter/GMail: bleongcw 42