Session 3:Content, Apps & Services

About what wants

Now 4.0023 billion mobile users, but still only me

#1

Mobile phones are the most widely held media device in the

world. With over 4 billion subscribers, the mobile phone

dwarfs every other media platform. The reach is greater than

TV, the effectiveness is stronger than print, and the ability to

deliver “relevancy” is greater than the web.

“We can make more [revenue] in mobile than desktop

eventually. The reason is because the mobile is more targeted. Think about it: you carry your phone everywhere, it

knows all about you.”

Eric Schmidt, CEO, Google

3G3G subs 3G penetration

1 US 103,110,000 37%

2 Japan 94,813,000 87%

3 South Korea 33,849,000 71%

4 Italy 26,773,000 33%

5 UK 21,711,000 29%

6 Germany 20,408,000 20%

7 Spain 20,192,000 38%

8 France 14,337,000 25%

9 Australia 12,689,000 52%

10 Indonesia 11,994,000 9%

12 Taiwan 6,719,000 27%

13 Malaysia 6,276,000 22%

27 Hong Kong 2,777,000 28%

28 Singapore 2,739,000 41%

30 Philippines 2,617,000 4%

Fundamental shift in usage

Content revenues down

content no longer centred on

ringtones/wallpapers/games

Video clip usage up 60-70% in 2009 – 10%

watch videos, but only 0.6% purchase

videos

20-45% play mobile games – 2%

purchase games

95% of apps purchased from App Store

are free

The mobile Internet fast facts

USAGE

Communication (email, social networking)

Information and Services (news, weather sport)

Content and entertainment (video clips games, apps…)

Mobile Internet experience getting richer, but has

developed into condensed PC-like usage

Average browsing session:

2008: 3 minutes

2009: 6-8 mins

2010: 10-15 mins

2011: 17+ mins

For a brand, about having presence on a device that is

always on and with a consumer 16 hours a day, to

provide engagement and interaction

Next vital step for mobile: Payment platform

Getting content out there

Apps

App facts

60% are used before bed or waiting for someone or something

36% are recommended by a f riend vs 21% by search

iPhone leads the way

125,000 applications available

3.5 billion+ apps downloaded

3,000+ iPhone apps are downloaded every minute globally

To App or not to App?

Consumers on apps

• 35% of men and 14.5% of women know what the App Store (Apple) is

• Knowledge of app stores diminishes with age

• Knowledge of app stores is higher in the south of the UK compared to the rest of the country

• 48% of men would be interested in using an app store for content

• 44% of women would be interested in using an app store for content

Cost per consumer

SGD $20,000-100,000

Average = SGD $60,00060,000/300,000 = 0.2

20% download = 60,000 = $1

Vs browser$10,000 / 2,205,000 =

0.00410% = 220,500 = $0.04

Mobile Internet

Location UGC Social networking

Mobile advertising

Messaging Games Video TV Music Mobizines

Mobile apps

Innovation

Search

Mobile Media landscape, 2005-2007

Mobile operator

Content provider

Everyone is going mobile

Content

Infotainment

EntertainmentServices

2008: The arrival of the open Internet

Mobile Internet

Social networking

Mobile advertising

The Mobile Medium

Messaging

Mobile apps

Search

Voice

Locatio

nMo

bile

op

era

tor

Low

Pri

ori

tyh

igh

Services

Content

Next up?

Co

nten

t pro

vider

Enhancement

Services

Entertainment

FunctionalityContent

APPocalypse Now – all about the OS

Mobile Internet

Social networking

Mobile advertising

The Mobile Medium

Messaging

Mobile apps

Search

Voice

Locatio

n

Mo

bile

op

era

tor

Low

Pri

ori

tyh

igh

Services

Content

Next up?

Ap

ple

No

kia/Ovi

Samsu

ng

LG

Pu

ma

An

dro

id

Blackb

erry

Son

y Ericsson

Free

0%

10%

20%

30%

40%

50%

60%

70%

Which of the following would you like to receive to lower the cost of using your

mobile?

5 SMS adverts per day in exchange for 250 f ree messages and 100 mins

of voice calls per month

Free games with adverts before playing a game

Free music with ads before listening to music

Free video (such as sport clips) with ads before and during the

viewing

Everyone is going mobile

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Mobile TV Mobile Email Mobile online gaming

Mobile social networking

Mobile online music

Mobile search Mobile reading

Mobile chatting

Mobile Internet application users, China, 2009

Australia

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

How Australians use their mobile

Indonesia US $584 million in 2013

MalaysiaUS $481 million in 2013

ThailandUS $414 million in 2013

Here’s how the experts do it

US $5.2 billion

Everyone is going mobile

CONSUMER ATTENTION

CO

NS

UM

ER

RE

AC

H

MESSAGING

Part 2: Communicating with #1

MOBILE INTERNET

SOCIAL NETWORKING

MOBILE CONTENTAPPS

Nick Lane

Chief analyst

mobileSQUARED

nick@mobilesquared.co.uk

Roadshow: Asia Report extract from

“The Essential Guide to Mobile… in Asia”

will be distributed after the event to all delegates

50% discount to all Roadshow delegates