Why mobile matters

Why Mobile MattersNew Trends in the Mobile Marketplace

Marc NathanIABC HoustonMay 13, 2010

Mobiles are Pervasive

4.6 billion wireless subscribers worldwide297 million wireless subscribers in the U.S.916 voice/136 SMS messages per monthMobile Data contributes 26 percent of$1.1 trillion ($220 billion) of all carrier revenues worldwide.

Most Important Features

Feature versus Smart

Smart Operating Systems

45m US Smartphone Users

Who’s on What

21.5

10.6

8.8

2.6

2.38.9

Smartphone Handsets Q1 2010

NokiaResearch In MotionAppleHTCMotorolaOther

4.812.1

12.1

25

31.2

Major US Carriers, March 2010

Tracfone T-Mobile SprintAT&T Verizon

Mobile Retail Market $8 Billion by 2012$12 Billion by 2014

Mobile Coupon RedemptionSmart Poster FeesAdvertising Expenditure

Mobiles are New

Cracking the Code(s)

Text PicturesContact InformationHyperlinks

UPC Datamatrix QR Code mTag

Mobiles are Immediate

Ability to change message

Comparison shopping

Mobile Coupons

Mobiles are Direct

Mobiles are Textual

Relative Screen Sizes

13”

2” 52”

Mobiles are Hyper Local

Mobiles are Specific

63.70%

30.10%

28.60%

21.80%

18.70%

13.20%

Mobile Phone Use, March 2010

Sent text message to another phoneUsed browserUsed downloaded appsPlayed gamesAccessed social networking site or blogListened to music on mobile phone

Mobile Content UsageTotal U.S. 234m Age 13+Source: comScore MobiLens

Mobiles are Fun

Most Popular App Categories

1) Books

2) Games

3) Entertainment

4) Education

5) Travel

Mobiles are Distinct

Email Browsing

Calendar Maps

Total Active Apps: 198,355Total Inactive Apps: 33,701

Total Apps in US App Store: 232,056

Number of Active Publishers: 38,928

Current Average App Price: $3.09

Current Average Game Price: $1.33

Current Average Overall Price: $2.83

Cost to Buy All Apps: $560,449.69

Apps by the Numbers

Mobiles are NewMobiles are ImmediateMobiles are DirectMobiles are TextualMobiles are Hyper LocalMobiles are SpecificMobiles are FunMobiles are DistinctMobiles are Here to Stay

In Conclusion

Q & A

Thanks for your time

Marc Nathan

marc@chaione.com

713-569-3703

@marc1919

http://www.slideshare.net/why-mobile-matters