Roadshow asia nick lane content services & apps
22
Session 3: Content, Apps & Services
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Transcript of Roadshow asia nick lane content services & apps
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
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
