Kunskapsbaren 2011 Stockholm - Mobila trender & strategier

Johan Sanneblad, Ph.DBusiness DeveloperHiQ Göteborg

Helping our clients grow their businessby creating and launching novel mobile apps

Case 1: Telia Navigator for iPhoneGoal: “Create a good looking navigator”PRODUCT

Case 2: A Swedish bank.Create an app for iOS & Android so theirclients can get live data to their phones.

ADD VALUE

Case 3: A Swedish Industrial CorporationLaunching a revolutionary new product next year.Create an advanced 3D game for Android & iOS.

MARKETING

Case 4: Another Swedish Industrial CorporationRolling out iPhones worldwide, to everyoneNeed help to create an internal app strategy

INTERNAL

1. Selling apps as productsToday iOS is still the premium platform for commercial appsSimple business case

2. Apps as a part of a marketing campaignNeed to support both Android & iOSRelatively simple business case - reserve marketing budget

3. Apps as added value to clientsNeed to support both Android & iOSComplex business case - how can this value be measured?

4. Internal apps for data and media accessUsually need to only support one platformComplex business case - how can the cost be motivated?

Ordering apps: “Please make it so people want it”“We have calculated at least 720 000 downloads for ROI”

Today’s App Business

Order apps from people that you feelhas a good sense for High Quality

Mobile Trends

In your lifetime you will experience2-3 technology shifts.

From the mainframe transition ...... to the PC transition ..... to the Mobile transition

In 10 years we can expect the worldto be much more mobile.

When was the last timewhen you were lost?

When was the last timeyou posted a photo to a friend?

When was the last timeyou had nothing to do?

In the next decade:You will never forget anything.

You are never lost.You can communicate with everyone.

You are never lonely. You are never bored.

The lifestyle change will be enormous

And this is only the beginning

Best place to look for trends:Mobile World Congress in BarcelonaHeld annually in February every year

49,000 visitors from 182 countries(2010)

54% “C-Level Executives”(2010)

2,800 CEOs(2010)

ExhibitionSeminars

Trends

Exhibition

Keywords of the year:Android, Tablets, 3D phones

Android

350 000 daily activations(over 130 million devices per year)

150 000 apps

= Android will soon become the#1 Smartphone operating system

Largest sales volume, largest user base

Tablets

Personal observation:More iPads than laptops...Only 2 Galaxy Tab devices

RIM PlayBook (QNX)

HP TouchPad (WebOS)

LG OptimusPAD

Samsung Galaxy Tab 10.1

HTC Flyer

Motorola Xoom

All tablets launched at the conferencewere faster than the Apple iPad

Then a month later Apple launches iPad 2

Xoom versus iPad 2

Anandtech, March 13

In terms of performance,the iPad 2 is still a year or two ahead

Why should I get an iPad?

It will not replace your computer.Working with information is still inefficient.

It can however be a better tool than a laptop

1. The social aspect - no more “laptop walls”

2. The battery aspect - no need for a power outlet

3. The portable aspect - much lighter than a laptop

Myself, I can type almost as faston my iPad 2 as I can on my laptop

2011 will be the year of the tablet

Phones

LG

HTC

HTC Chacha & Salsa

Sony Ericsson

New Technologies

“Our best sensor technology is built in one of the (tsunami) affected factories.  Those go to Apple for

their iPhones.” Sir Howard Stringer, Sony CEO

P2i

Seminars

Robert Conway, CEO GSMA

Near-Field Communication use in Japan:60 percent of all mobile users use NFC regularly1.4 million stores use NFC for mobile payments

WAC

WAC?

Randall Stephenson, CEO AT&T

Peter Suh, CEO WAC

WAC App Store in all new Samsung phones

Still many years behind current apps...

Need HTML5, WebGL, audio streams, and more

Missing partners: Apple, Google, Microsoft, etc

Masayoshi Son, CEO SoftBank

Very broad use of mobile apps todayProducts, marketing, added value and internal use

Order from people you trust. Think High Quality!Your business case depends on it!

2011 - The year of the tabletsCan drive your TV, stereo, and replace your laptop

In 2-3 yearsTablet performance will be good enough to replace your PC

Mobile Phone payments still years aheadEveryone seems to wait for Apple & Google to launch itUsed broadly in Japan, mainly due to operator support

This is only the beginning of the mobile transitionThe lifestyle change in 10 years will be enormous

Summary

Thank You!johan.sanneblad@hiq.se