PlayFirst study: Moving to a ‘Smartphone Culture’; Trends in Smartphone Use and Mobile Gaming
Smartphone Market Trends
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Transcript of Smartphone Market Trends
Smartphone Market TrendsJustin Lee
33% 33%
33%Mobile
Device
Makers
Operator
Internet
Service
Providers
Mobile
Internet
Services
Competitor
Com
pet
itorC
om
petito
r
Players Types at 3G Era
Source: IBM Analysis
Service
Voice
Data
Device
Content
InternetBrowser
Device
Content
Service
Voice
Data
InternetBrowser
Mobile Device MakersChallenge to
Average selling price down
Voice
Data
Content
Service
Device
InternetBrowser
OperatorChallenge to
Voice
Data
Content
Service
Device
InternetBrowser
OperatorChallenge to
Voice ARPU down
ARPU=average revenue per user
Device
Content
Service
Voice
Data
Browser
Internet Service ProviderChallenge to
Internet
Device
Content
Service
Voice
Data
Browser
Internet Service ProviderChallenge to
Internet
Mobile devices have become important nodes
Data Service
Voice Content
InternetBrowser
Device
Smartphone
What is
smartphone?
is a small all-in-one device that is used for
Source: Tech-faq
Smartphone
functions.
communicationcomputing&
Source: Wikipedia
ability to add applications.
Most devices considered
smartphonestoday use an
identifiableand
open operating systemoften with the
,
OS
Modern Smartphone OS
Symbian OSSymbian OS
Modern Smartphone OS
iPhone OSiPhone OS
Modern Smartphone OS
BlackBerry OSBlackBerry OS
Modern Smartphone OS
Windows MobileWindows Mobile
Modern Smartphone OS
AndroidAndroid
Modern Smartphone OS
WebOSWebOS
Others
2%Linux
5%
Windows Mobile
14%
BlackBerry OS
15%
iPhone OS
17%
Symbian OS
47%
Internet Browser & Email
GPS
Voice, SMS
Personal Info. ManagementContacts, Calendar, To Do List
Multiple Connection3.5G, WiFi, Bluetooth
MultimediaPhoto, Music, Video
Motorola Psion
NOKIA
Panasonic
Ericsson Sony Ericsson
Samsung
On 24 June 1998, Symbian Ltd. was formed to exploit
the convergence between PDAs and mobile phones.
Nokia N Series Sony Ericsson P Series NTT DoCoMo FOMA
User Interface Platforms for Symbian OS
S60 UIQ MOAP(S)
one hand operation touch close platform
Nokia N95,
!"#$%&'!#$!
computers is’s what
have become
Nokia Xpress Music 5800 Nokia N97
S60 Touch launched by Q4, 2008
Nokia to acquire Symbian,make it open source by 2010
unified platform with common UI framework
Symbian Foundationnew support
Most popular smartphone platform
Best smartphone features
Large global development community
Too Complicated
Slow
iPhone OS
iPhone OS
iPhone iPod Touch
Mac OS X based Platform for Apple Mobile Device
Direct manipulation UI
Mobile internet & entertainment
Most attractive and usable smartphone
Best browser
App Store
No copy and paste
Apple’s control on 3rd party apps
iPhone OS
BlackBerry OS
BlackBerry OS
Software Platform for BlackBerry
BlackBerry BoldBlackBerry Flip
Wireless email
QWERTY Keyboard
BlackBerry Storm with Touch Screen
BlackBerry Storm with Touch Screen
Best email experience
Good usability
Less choice
Bad web browser
BlackBerry OS
Not media centric
Win32 based Platformcombined with basic apps
HTC Touch Diamond Sony Ericsson XPERIA X1
Outlook& Office Mobile
Sync with Windows PC
Bad User Experience
Windows Mobile 7focus on user experience
More choice
Advanced hardware
Bad UI
Bad web browser
Design for business user
Special apps
Linux based Platform for Mobile Device
T-Mobile G1
Open source platform
Mobile internet
Integrated withGoogle service
Open Handset alliance
Mobile Operators
Handset Manufacturers Software Companies
Semiconductor Companies
Commercialization Companies
No limitation
Ultimate geek phone
Lack of business function
No limitation
Ultimate geek phone
Lack of business function
Can’t sync with PC
webOS
webOS
Palm Pre
Linux Based Platformwith Web Technology Display Layer
Cardsmultiple activities at once
Great User Experience
Information aggregationOutlook, Gmail, Facebook contacts
in one place
Too early to tell.
webOS
Market Trends
Overall Smartphone
smartphones are driving
in global handset shipment
above-average growth
24%
9%
27%
8%
-2%
7%
2008 2009 2010Source: IDC / Dec 2008
Source: Strategy Analytics / Jun 2008
Pure-play smartphone vendors
have becomesuper-profitable
Apple
RIM
HTC
Nokia 21%
26%
30%
35%
Open Platform vs. Closed Platform
Nokia
Apple
RIM
Motorola
HTC
Others17.0%
5.8%
5.8%
15.2%
17.3%
38.9%
25.1%
2.7%
6.6%
10.6%
3.6%
51.4%
Q3 07 Q3 08
Source: Canalys estimates / Nov 2008
Smartphone vendor ranking
changed last year.
Nokia
Apple
RIM
Motorola
HTC
Others17.0%
5.8%
5.8%
15.2%
17.3%
38.9%
25.1%
2.7%
6.6%
10.6%
3.6%
51.4%
Q3 07 Q3 08
Source: Canalys estimates / Nov 2008
Apple shows 480% market share gain
Apple3.6%
17.3%
RIM
Nokia
Apple
RIM
Motorola
HTC
Others17.0%
5.8%
5.8%
15.2%
17.3%
38.9%
25.1%
2.7%
6.6%
10.6%
3.6%
51.4%
Q3 07 Q3 08
Source: Canalys estimates / Nov 2008
BlackBerry sees growth steadily
RIM10.6%
15.2%
Source: Telefonica / Dec 2008 Platform openness
Features available
Advanced Apps
User Experience
Core Apps
Whole OS
Basic Apps
iPhone OS
BlackBerry OS
Symbian OS
AndroidLiMo
Linux
Windows Mobile
Some Public API All Public CodeSome Public CodeSome Public API
closed platformApple and RIM are relative
77%very satisfied
with their user experience.
of iPhone purchasers
described themselves as
Source: Adobe / 2008
Why?
Open is a key to innovation.
are theorically wonderful. Open platform
iPhone Killer?
iPhone Killer?
iPhone Killer?
User Experience Matters
they use in their systems.
Apple RIMand
have full control of the hardware and software
More tight control systems work better at real world.
Source: Business Week Technology and You / Nov 2008
Power of Open SourceWebKit: open source browser engine
Mobile Application Store
Source: Compete.com / Nov 2008
have not added an application to
34% of Smartphone owners
their phone.
“I want to install applications on my smartphone,
but I don’t know where to find them.”
Carol, a smartphone owner
Source: Carol / Jan 2009
“If user don’t know how to add applications,
it’s a closed platform.”
Patrick, a smartphone owner
Source: Patrick / Jan 2009
Smartphone owner iPhone owner
7%
34%
iPhone ownersknow how to add apps
Apple provide the
for iphone applicationsunified source
Apple provide the
for iphone applicationsunified source
“I'm not aware of anything.”
Source: Cnet / July 2008
“We have more applications and more
phones in the hands of people and that's what
matters at the end of the day.”
Scott Horn, a general manager in Microsoft's mobile communications business
Source: Canalys / Dec 2008
Apps variety is NOT market share
Platform Symbian OS iPhone OSBlackBerry
OS
Windows
MobilePalm OS
Vendor Nokia etc. Apple RIM
HTC, HP,
Motorola,
Asus
Palm
Share 40% 17% 15% 12% 2%
Apps >12000 10000 18000 29000
Mobile Application Store
Apple App Store
Android Marketplace
Microsoft Skymarket
Plam App Catalog
BlackBerry Storefront
Nokia Download!
Next Generation UI
Touch-Screen Phones
increased 130% last year
Sept. 2007 Sept. 2008
9.6million
4.2million
Source: comScore Media Matrix / 2008
Finger is the best stylus
Invisible UI
New Ecosystems Arising
18
New Ecosystems Arising
Promoting
Brand Loyalty or
Brand Awareness
Additional Device Sales
Opportunity
New
Ecosystem
Independent
Revenue
Generation TV
iPodsiPhones
Mac PCs
Future
Devices
Apple TV
iTunes Mac OS X
Safari
Large Developer Community
• New business models will eventually build an ecosystem (e.g. iDevice);
• Shared or Exclusive? Anyway, vendors at the center of the ecosystem will
flourish with arrays of rich-media applications available to the consumer;
• Usability, content and brand are critical;
Illustration of a hypothetic ‘Apple’ centered ecosystem
Source: Strategy Analytics / Sep 2008
TELEFÓNICA ESPAÑAApplication Innovation & Open OS devices 5
The new role of OEMs and Internet players
NOKIA
SONY ERICSSON
SAMSUNG
APPLE
MUSIC GAMES NAVIGATION UGC
Nokia Music Nokia Maps LifeBlog/Flicker
----
Life Diary
----Amazon
APPS
Android Store
----
----
MyNokia
01
How to Win?
UsabilityContent
Solutions
“I realized my competition
was pen and paper, not
computers”
Jeff Hawkins, Founder of Palm Computing
Thank You!