Presentation at BarcampSaigon 2013 - RMIT 7th July Presenter: Lotz Fabien

1. Nokia Internal Use Only
THE ASHA DEVELOPER
OPPORTUNITY

2. Consumers in emerging markets are willing to pay
higher premiums for application downloads
Even less-affluent users in emerging markets can justify
the purchase of an application if it is a key source of
information or entertainment
WHY EMERGING MARKETS?
SOURCE: Promising Growth for Mobile Applications in Emerging Markets
Published on: 23rd May 2013
http://www.cellular-news.com/story/60142.php
Ovum's latest
Consumer Insights
Survey reveals that
users in emerging
markets show the
greatest enthusiasm
for application
downloads.

3. THE OPPORTUNITY FOR NOKIA ASHA
SMARTPHONES

4. ASHA HAS REACH EVERYWHERE
4
Top 25 download markets 2012
(ASHA + Series 40, Bubble size corresponds to download volume)

5. “MY MOBILE PHONE NEEDS TO BE
AS FAST AS ME”
OUR CONSUMERS
Feb-13 Mar-13 Apr-13
Russian Federation
China
Nigeria
Pakistan
Thailand
Vietnam
Indonesia
Brazil
Mexico
India
Asha + Series 40
TOP 10 COUNTRIES BY DOWNLOADS“NOW I HAVE A MOBILE PHONE ON
MY OWN I HAVE FINALLY HAVE MY
OWN PERSONAL SPACE”
“WE ALL HAVE SMARTPHONES
TODAY. THIS ASHA IS MY LIFE,
WITHOUT IT, I’D BE ALONE, WITH IT
I HAVE MORE FRIENDS”

6. Nokia Internal Use Only
GROWING ASHA MOMENTUM
NOKIA ASHA + SERIES 40 =
3 BILLION cumulative downloads so far
2 BILLION downloads in the last year
260 MILLION downloads per month
on average
RAPID GROWTH in Asha’s proportion
of total downloads
ASHA MONTHLY DOWNLOADS
SINCE INTRODUCTION NOV 2011

7. WHAT ARE THEY DOWNLOADING?
Applications
Games
Action
Adventure
Arcade
Card & casino
Education
Puzzle
Sports
Business
City guides & maps
Entertainment
Music
News & info
Photo & video
Reference
Social networks
Sports
Utilities
Sports
S40/ASHA REVENUES40/ASHA DOWNLOADS
APP DOWNLOADS BY CATEGORY GAMES REVENUE BY CATEGORY

8. Nokia Internal Use Only
A GROWING OPPORTUNITY
EXISTING ASHA FULL
TOUCH INSTALLED BASE:
Millions sold and growing
THE NEW GENERATION OF
ASHA SMARTPHONES: Expected to
sell 100 million in the coming years *
= ONE BIG OPPORTUNITY: API remains the same for both Java and Web Apps
*Nokia Press Release May 9th 2013
+
• 158 operators
• 59 markets
• 2.5x developer
revenue

9. Nokia Internal Use Only
THE NEW NOKIA ASHA PLATFORM
WHY A NEW PLATFORM?
- Faster internal development cycles via Smarterphone acquisition
- Internal housekeeping & removal of dead code
- Update to the faster Oracle JVM
- Shift from proprietary to standard Oracle APIs (excluding UI and services)
12 July 2013 / Slide no 9

10. Nokia Internal Use Only
SIMPLIFIED 3RD PARTY DEVELOPMENT
SIMPLE
One platform,
one code, one SDK
- Count on backwards
compatibility for binary
code on the Asha
platform.
- Use one upgradable Nokia
Asha SDK for future Asha
platform development
12 July 2013 / Slide no 10
CONSISTENT
Platformised hardware
and software
- Depend on a defined
baseline for future
hardware capabilities,
APIs, and codecs/media
formats
- Continue using the APIs
you’re familiar with, use
new APIs for enhanced
capabilities
UPDATABLE
Regular firmware
updates
- Increase your app’s
reach as the
platform’s installed
based grows
- Don’t wait for a new
Asha smartphone
launch to take
advantage of new
APIs

11. Nokia Internal Use Only
OUR PROMISE FOR THE PLATFORM:
12 July 2013 / Slide no 11
Any app written for Nokia Asha 501
will reach all smartphones
based on the new Nokia Asha platform
without the need to rewrite any code.

12. RE-INVENTING THE AFFORDABLE
SMARTPHONE
ANALYST RESPONSE
‘I’m blown away by this’
Carolina Milanesi, Gartner
‘no doubt that none of the low cost
android handsets can match the quality’
Ben Wood, CCS Insights
‘It’s very fast’
Martin Garner, CCS Insights
‘Will stand out’
Francisco Jeromino, IDC

13. THE PRESS RESPONSE
“The smartest featurephone”
“The new $99 Asha 501 aims to
make smartphones even more
affordable for the developing
world”
“A compact phone that packs a
punch at a tidy price”
“It’s a highly enjoyable new OS
that has a lot of potential, with
details and features that are rich
and well-considered”
“The Asha 501 does what Nokia
would argue only it can: distill the
build quality and usability of a
Lumia into something with the
mass market reach of an Asha”

14. Nokia Internal Use Only
IMPROVED MONETIZATION METHODS
12 July 2013 / Slide no 14
Freemium model:
NOKIA IN-APP PAYMENT
Advertising model:
NOKIA AD EXCHANGE
+ Nokia’s leading
operator billing
network enabling
payments across
the world
• Billing with over 158
operators
• In 59 markets
• Generating 2.5x developer
revenue

15. MARKETING
IN A BOX
PROMOTE YOUR APPLICATIONS
• Marketing Guides
• Digital Marketing Toolkit
• Create pro-quality videos,
websites, Facebook tabs

16. Developer Success

17. The Payoff
• By partnering with Nokia, Twist Mobile changed
their business model from a paid download model
to an ad-funded model.
• Learn more about Twist Mobile’s success in this
video
http://www.youtube.com/watch?v=_t0zLkFMvqU
• Check out the success story on Nokia Developer
Success blog here.
• Developer success stories:
www.developer.nokia.com/Success
TWIST MOBILE SEES BIG PAYOFF IN NOKIA STORE
(IN-APP ADS)
By the Numbers
• $3.50 USD per every 1,000 impressions
• Roughly $1,000 USD in daily revenue
• 10+ million downloads in the Nokia Store
• More than 30 free and 10 paid apps available
“We have aspirations to reach one million
downloads per day and we’re fully confident we
can get there with our free and paid apps.”
-Virat Khutal, Twist Mobile Founder & CEO

18. Start developing for
Asha
http://www.developer.nokia.com/Develop/asha/
Any question please contact Phong Cao:
phong.cao@nokia.com

19. Thank you