Ever since the launch of the iPhone, the iTunes platform has brought together the mobile and web developers into the same space of development. How does the developer navigate in such a space filled with apps stores (Android Market, Apple iTunes and Nokia Ovi)? This talk addresses the trends and observations in the current market and seek to provide a perspective in where the roadmap for the mobile-web economy will head to. Presented at 16th Infocomm & Media Horizons, 7th October, Genexis Theatre, Fusionopolis.

1. The Chronicles of a Mobile Web Economy
Media, Apps Store & Augumented Reality
Dr Bernard Leong
Partner, Thymos Capital LLP
http://www.bernardleong.com
Twitter/GMail: bleongcw

2. Outline
• Trends and Observations
of Mobile-Web in Asia
Pacific.
• 3 Lessons on Developing
Mobile-Apps Store.
• Where do we go from
there?

3. Source: Chris Anderson, “The Long Tail”

4. Inventory Storage & Distribution Costs Insignificant
Source: Chris Anderson, “The Long Tail”

5. Inventory Storage & Distribution Costs Insignificant
User Driven Innovation
Source: Chris Anderson, “The Long Tail”

6. Inventory Storage & Distribution Costs Insignificant
User Driven Innovation
Opportunities for Niches Markets
Source: Chris Anderson, “The Long Tail”

7. Inventory Storage & Distribution Costs Insignificant
User Driven Innovation
Opportunities for Niches Markets
Signal to Noise is higher
Source: Chris Anderson, “The Long Tail”

8. Inventory Storage & Distribution Costs Insignificant
User Driven Innovation
Opportunities for Niches Markets
Signal to Noise is higher
Niche getting to the Mainstream is tough
Source: Chris Anderson, “The Long Tail”

9. Inventory Storage & Distribution Costs Insignificant
User Driven Innovation
Opportunities for Niches Markets
Signal to Noise is higher
Niche getting to the Mainstream is tough
Platforms are “Walled Gardens”
Source: Chris Anderson, “The Long Tail”

11. Mobile Subscribers (M)/
Internet Users (M) Internet Penetration (%)
(Mobile Penetration %)
China 300 22.4 595 / (44.7%)
Hong Kong 4.8 69.5 11.4 /(163.1%)
India 81 7.1 413 / (N/A)
Indonesia 25 10.5 128 / (N/A)
Japan 94 73.8 102 / (N/A)
South Korea 36.7 76.1 46 / (93.4%)
Malaysia 15.8 62.8 27.1 / (N/A)
Philippines 14 14.6 68.1 / (60%)
Singapore* 3 122% 5 / (136%)
Taiwan 15 20.5 25 / (110%)
Thailand 13 24.2 61.9 / (89%)
Vietnam 20 17.2 62 / (N/A)
Source: Asia Digital Marketing
Mobile-Web Users in Asia Pacific Markets 2008 Association Report 2009
*IDA Official Stats

12. Mobile Internet Penetration by Market
Major Trends Ongoing in the Mobile-Web Economy

13. Asia Mobile Users Drive Mobile Internet Usage

14. Before 9 Jan 2007...
Web Developers Mobile Developers

15. Mobile-Web Developers

16. After that, the iPhone changed the mobile-web landscape

17. Developers
Consumers
Apps Store
(Publishers)
Content Providers Telcos
©BL
Mobile-Web Apps Store EcoSystem

18. Lesson 1
Focus on one platform before scaling it up.

19. Apps Store
HTC Hero,
Lenovo OPhone,
Handsets Motorola MC
iPhone Nokia N97 LG, Motorola, Blackberry Storm
(Examples) series, LG, HTC
Samsung Galaxy
Phillips
Operating iPhone OS 3.0 Symbian OS 9.4
Google Android Blackberry OS 4.7 Windows Mobile
System (Mac OS X) Series 60 Rel 5
Developer (70%),
Developer (70%),
Revenue Nokia (30%) in
Developer (70%), Google (30%) -
Model net refunds after Developer (80%) Developer (70%)
Apple (30%) for sale pays carriers and
for credit card sales, per sale per sale
of apps. billing settlement
Developers fixed operator
costs
billing
©BL

20. Apps Store
Standard Program
Annual US$200
(US$99) and
Developer 50 Euros $25 (includes ten app $99
Enterprise Program
Fee submissions)
(US$299)
Paid Apps: Austria,
Frane, Germany,
Apps Store in 77
Market Coverage Global Netherlands, Spain, US, UK & Canada Global
Countries
US & UK
Free Apps: Global
Downloads 2B 10M N/A N/A N/A
©BL

21. Apps Store
Developers paid via
Credit Card or
Payment direct deposit into
Phone Bill with Google Checkout PayPal Credit Card
Model bank account
telco billing
(monthly)
18M licenses
30M devices sold to all
Market Size 50M Nokia
(17M iPhones and N/A 21M subscribers handset
(by 2008) Devices
13M iPod Touch) vendors for
Windows CE
developer.android msdn.microsoft
Resources developer.apple.com publish.ovi.com na.blackberry.com
.com .com
©BL

22. Demo in SingTel
HTC Dream
Android Launch
Former CTO of Mixi is advisor to this company
http://www.foyage.com

23. Lesson 2
Don’t put your eggs on one apps store basket!

24. Free Premium Version
and Premium (US$7.95)
Free
Version
(US$3.99)
iTunes has too many twitter apps and none Highest downloaded paid app
of them are monetising well. in Ovi Store (no competitors)
Identify the Blue Ocean and Your App might make the mark

25. Lesson 3
Understand the App Store Cycle & Support

26. Apps Discovery
Share/Tell a Friend (Viral
Screenshots, Rankings, Ratings
and comments
Repeat Process Decision to Purchase
Transaction Payment Model
Apps & Updates
Integrated with Telco Operator
Purchases & Downloads Status
Check out Account
Mobile or Desktop initiated
Revenue Sharing

27. What’s interesting
for Developers?

28. “And one last
thing...”

29. BuUuk - Android & iPhone App in SG
Augmented Reality - The Next Craze

30. Thank You
http://www.bernardleong.com
Twitter/GMail: bleongcw