Assessing the Competitiveness of the European Videogames Software

Assessing the Competitiveness of the European Videogames Software industry

Mobile Games by Maarten Noyons

NCC Partners founder of the IMGA

Founder of PLAYGROUNDSIG Mobile Games of the EGDF

Who I am

o Maarten Noyons CEO of Noyons Content Consultancy (NCC)

o advises Media Companies, Content Houses, Operators, handset manufacturers and government organisations,

o creates the International Mobile Gaming Awards in 2004, the largest competition for Mobile Games in the World

o creates the Playground Open Source Development Platform and festival for Real World Games in Marseille, France

o With Erik Robertson heads the Special Interest Group Mobile Games of the European Game Developers Federation

o mcnoyons@nccpartners.com

Nokia, Snake1999 Gameloftin FusioMobivillagesARM, Gemplus (now Gemalto)Only European game developers in Jobs presentations (iPad: Labyrinth Illusion Labs, Kroll, Digital Legends) 

Key figures of the Mobile Games Market,The key issues,Overview of the different paths to the consumer,Analysis,Recommendations and your questions

Installed BaseOperating Systems and PlatformsApp StoresTrends

Installed base, worldwide

Source: Screendigest, Gartner, GSMA

PC

Smartphones shipped as a percentage of all mobile phones worldwide (in Mln.)

Smartphones and handheld installed base

Smartphone market shares

J2ME SUN, now OracleBREW QualcommLinux Open SourceMaemo Nokia, Linux basedAndroid Google, multi-OEMBada Samsung, Linux basedWindows Mobile MicrosoftPalmOS PalmOS X (iPhone) AppleSymbian Symbian FoundationMeeGo Intel and NokiaRIM OS Research in Motion

RIM OSWindows Mobile

AndroidLinux

J2MESymbian

PalmOSBadaMeamo(MeeGo)

BREWOS X (iPhone)

‐

installed

base

+

Highly

Fragmented

Less

Fragmented

Global Smartphone OS Share

0%

20%

40%

60%

80%

100%

2007 2008 2009 2010 2011 2012

Others

Palm

Linux Others

Microsoft

RIM

Android

Apple

Symbian

Source: Strategy

Analytics

In Q3 2011 we could start seeing the presence of MeeGo

and Bada

OS Global Market

Shares

‘99 ’00 ’01 ’02 ’07 ‘08‘08

Launch of Handango

Launch of Les Games by French MNO Orange

NTT DoCoMo's

iAppli

Store

BREW

launch in South Korea + roll out

Vodafone live !

Announcement of Joint Innovation Lab

Launch of the App Store

Launch of N-Gage store

‘09‘09

OEM Store launches

Ovi Store NokiaApp World BlackberryAndroid Market Various MNO’sPlay Now Sony EricssonSamsungApps SamsungShop for Apps MotorolaLG Application Store LG

‘09‘09

Operator Store launches

Vodafone 360 VodafoneApp Shop OrangeMMarket China MobileWeb2go T-Mobile USTIM Apps store TIM (Brasil)App Store AircelDigital Lounge Sprint

‘10‘10

And:

Intel App developer, Archos’ Appslib, AndAppStore,

Openmarket, Handster, the recent merger PocketGear

and

Handango, JavaAppStore

and new players to enter this year: Ebay, PayPal, Amazon, Yahoo.

OperatorStores

Off portalStores

SpecialistStores

SmartphoneStores

Limited distribution

Wide

Open

Proprietary

Limited distribution Wide

Open

Proprietary

Operator

StoresPocketGearStores

Handango

GetJar

AppStore

AndroidMarket

OVI Store

BREW

N-Gage

OEM AppStores

Source: Strategy Analytics

Revenue sharing for the 4 categories

Source: Strategy

Analytics

Revenue sharing for the App stores

Source: Strategy

Analytics

Source: Strategy

Analytics

Revenue sharing for Operator stores

App Stores: Volume Market Share first Half 2009

Annual applications : downloads / user

Pricing : free versus paid

Key Issues

ROI – revenue shareInnovationFragmentation related costsMarketingFinancing

o % of revenue share o Geographic spread of consumers

o Installed Base o Time to Market

o Fragmentation o Competition other apps.

o Price per App o Ease of Use for Consumer (search, ergonomics,..)

o Payment mechanism o Audience profiles

o Volumes of sales o Piracy and Policing

o Marketing

ROI of a App

Store

Real World Games4GTransmedia

Fragmentation Related Costs

There are affordable solutions in the market:

Ideaworks3D, Polarbit, Metismo, J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore

Let’s start an Open Source Solution for the European Market.

o JIL, Joint Innovation Labo OMTP Bondi (Open Source standard for mobile web)

o Wholesale

Application Community (24 operators)

o LiMo

(10 operators) Mobile Linux Open Source consortium

o One API (GSMA)o Open Mobile Alliance (OMA)

The Fragmented Fight Against Fragmentation

Dialogue with the OperatorsCollaborative initiatives such as fragmentation solutions and PlaygroundPilot funding (Iphone launch path)Access to financing

Solutions

Interested? mcnoyons@nccpartners.com

Marketing

More than 200.000 apps on the App store. Only 8% is making moneyIPhone is a great launch, but further distribution to other platforms will generate the ROI

mcnoyons@nccpartners.com

How?