Opportunity Beyond Ring tones in Mobile Applications Ecosystem

Deepak Mittal

Landscape

• Apple• Twitter• Location• Cloud• Touch• Gmail• App Stores• Widgets• Intelligent

Customer Interactions

• Facebook• Internet Access• RIM• Smartphone• Wii• 3G• Voice• Context• Search

• TV• Edge• Prepaid• Coupons• Messenger• Android• HTC• Motorola• Content• Tablet

Successful Apps Ingredients

• • • Location• Cloud• • • • • Intelligent

Customer Interactions

• • Internet Access• • • • • Voice• Context•

• TV• • • • • Android• • • Content• Tablet

Takeaways

• P2P/Collaboration Apps & Tools & Gaming

• Voice will be an Application

• Analytics – Content Recommendations, Delivery and Discovery Content and Context

• Augmented Reality

• Primary Launch Medium / Mainstream Medium

• Leverage New Mobility Dimensions, Conjunction opens tremendous use cases

– Accelerometer, Inclinometer– GPS

– Improved Computation/Bandwidth

Examples

• Contextual – Apps replacing search engines

• Search Apps for Music, Books, Holidays etc.

• Search is discovery

– Extension of Experience – TV, Radio, Office, Home

• Simplify Life, Optimize Business– Transactions at click of a button– Health– Automate– Drop the companion

Enterprise Apps

• From

Develop,

Deploy &

Monetize

• To

Build,

Integrate &

Customize

• Benefits

– Lower Costs for Mobile Work Force

– Improve Productivity

– Speed of Execution

– Ease of Access

– Accuracy of Information

• Platform, App Middleware, Enabler– Commerce Enabler, In-App Purchase– Aggregator– Trust / Loyalty, Prepaid – Network Integrated, Partner with Telcos– Analytics/Customer Profiling – Accuracy of targeting– Open Source?

• Creativity– Content / Real Time Content

• Ease of Discovery– * to Copy– Farmville Neighbour request

• User Experience and Interface– Intent of Use not just ease of use, Device Like

Value Creation

Emerging Business Models

• Pay Per Download / Subscription • Virtual currency / Virtual Goods – Easy adoption• Cross Sell • Opt-in to collect Profiling Information• Free Standard Usage, Premium Pay Per Use (Up-sell)• Micro Payments – VISA++• Operator Revenue Share (India), Operator Endorsed, OEM Endorsed

and Pre Bundled• Branding/Contest/Launch

Thank you

Deepak Mittaldeepak.mittal@one97.net