This presentation was given by Women in Wireless at the Golden Seeds Forum on April 12, 2012. Part 2 outlines distribution and discovery, convergence, and the future of mobile.

1. MOBILE INDUSTRY
OVERVIEW & TRENDS
PART 2
KRISTINE VAN DILLEN
POLLY LIEBERMAN
VERONIKA SONSEV
Prepared for Golden Seeds – April 12, 2012

2. Distribution & Discovery

3. Mobile Distribution and Discovery
 Mobile Advertising
 App Stores
 Carriers “Ondeck” Placements
 Partnerships
 Brands leveraging existing assets – onAir,
online, magazines, inStore promos etc.

4. How are people discovering apps?
Searching the Application… 63%
Friends/Family 61%
53%
Third Party Website 21%
17%
Apps Promoting Other Apps 21%
15%
Newspaper/Magazine/Radio 17%
9%
Sync Software (iTunes, etc) 17%
3% iOS App Store
Television Advertisement 13% Android Market Store
6%
In-App Advertisement 13%
9%
8%
Device Homepage 10%
Carrier Homepage 5%
6%
Email Tips from my Carrier 5%
Source: Nielsen- The Mobile
Other 3% Media Report

5. Convergence

6. Shift to a hyper-connected world
 Not just what‟s put into a
mobile device
 Consider the mobile
devices put into other
things

7. Mobile Phones are our „everything hub‟
 Our mobile phone connects us to people
 And to products

8. Mobile Phones are our „everything hub‟
 And connects us to physical things

9. Mobile Phones are our „everything hub‟
 And connects us to retail

10. Mobile Phones are our „everything hub‟
 And devices connected to the mobile phone
can enable even more uses

11. Future of Mobile

12. Examples of mobile innovation
 Retail
 Mobile Payments
 mHealth
 Mobile Security
 Personalization

13. Mobile is transforming retail
60%
Phones are key to purchase decisions
40%
38%
25% 24%
20%
34%
22% 22%
0%
Call a friend for advice Look up prices online of Look up product
about a purchase a product you found in reviews online of a
-20%
a store product you found in a
store
% of cell owners % of cell owners
Source: Pew Internet Project 2012

14. Mobile is transforming retail
 Problem: BestBuy
has become the
showroom for
Amazon
 Innovation needs:
 Loyalty programs
 Real-life CRMs
 Social commerce

15. Your phone will be your wallet
 Problem: speed/
convenience, acces
s to
credit, managing
cash
 Innovation needs:
 Peer 2 peer
payments
 Retail transactions
 Credit/value storage

16. Security is becoming a problem
 Problem: Mobile
becoming target of
malware and security
threats
 Innovation opportunities:
 Personal firewalls
 Remote device
management
 Spam and malware filters
 Privacy controls

17. Mobile health has promise
 Problem: managing
care/compliance, acc
ess to records, health
information
 Innovation need:
 Diagnostic tools
 Health data monitor
 Health and medical
information provider

18. Mobile is your life personalized
 Problem: Nobody
knows my name
anymore
 Innovation needs:
 Knowing who is
nearby
 Targeted
experiences in real
life

19. Mobile is…
 Your life on the go
 Real-time connection to people and info
 Bridge between the real and digital world
Mobile is connectivity,
anytime, anywhere, in your pocket

20. THANK YOU!
FOR MORE INFORMATION, PLEASE EMAIL
VERONIKA@INSPARQINC.COM

21. Appendix

22. Areas of Mobile Growth
Growth Competitors Revenue Who Pays
Areas (non-traditional) Potential
Per Month
Identity Risk Facebook, Google, Twitter, $1-2 Banks,
Management Microsoft, Financial Financial
Institutions Institutions
Commerce Amazon, eBay, Google, $1-5 Customer,
Groupon Commerce
Partners
Payments PayPal, Google, Facebook, $1-2 Customer,
Visa, Mastercard, Startups Commerce
Partners
Presence, Google, Facebook ~$1 Partners
Address
Books

23. Areas of Mobile Growth
Growth Areas Competitors Revenue Who Pays
(non-traditional) Potential
Per Month
User Profile Google, Facebook, Twitter, $1-4 Partners
Microsoft
Remittance Western Union, Visa, Banks ~$1 Customer
Commerce
Partners
Advertising/ Google, Facebook, Millennial $1-2 Advertisers
Coupons Media, Microsoft, Apple
Cloud Services Amazon, Cisco, Apple, $1-5 Customer
Microsoft, Vmware, Enterprise,
Salesforce Partners
Enhanced Skype, Facebook, Google, $1-3 Customer
Communication Microsoft, Cisco

24. Areas of Mobile Growth
Growth Competitors Revenue Who Pays
Areas (non-traditional) Potential
Per Month
Enterprise/ SIs, Vertical players $5-10 Enterprise
Vertical
Segments
In-Home Cable companies, HP, $1-3 Customer
Microsoft, Sony, Samsung,
Apple
Security Microsoft, Symantec $1-5 Customer,
Enterprise
Health Healthcare providers $20-30 Customer,
Insurance,
Hospitals

25. Areas of Mobile Growth
Growth Competitors Revenue Who Pays
Areas (non-traditional) Potential
Per Month
Wellness Startups, OEMs <$1 Customer,
Insurance,
Hospitals
Distribution Apple, Google, Amazon, $1-4 Partners
Microsoft, Facebook
M2M Hotspot providers, Google, $1-2 Consumer
Cable providers Enterprise
QoS Services N/A $1-4 Premium
Subscribers,
Enterprise
Analytics Goggle Microsoft, Facebook, $5-15 Enterprise
Amazon Partners