1. Smartphone platforms have shifted from closed systems dominated by Symbian OS, Windows Mobile, and BlackBerry OS to more open platforms like Android and iPhone OS.
2. User experience has become the primary driver of smartphone adoption, with platforms like iPhone OS and BlackBerry OS that tightly control both hardware and software performing better than open platforms in real-world use.
3. Application stores have become a key differentiator, as they provide users easy access to thousands of apps and drive greater customer satisfaction, illustrated by the success of Apple's App Store.
2. Players Types at 3G Era
Mobile
33%
Device
Makers
Competitor
Mobile
Internet
Co
r
Services
o
etit
m
Internet
pe
mp
tito
Service Operator
Co
r
33% 33%
Providers
Source: IBM Analysis
3. Content
Voice
Data Service
Device
Browser Internet
4. Challenge to
Mobile Device Makers
Content
Voice
Data Service
Device
Browser Internet
Average selling price down
5. Challenge to
Operator
Content
Voice
Data Service
Device
Browser Internet
6. Challenge to
Operator
Content
Voice
Data Service
Device
Browser Internet
Voice ARPU down
ARPU=average revenue per user
11. Smartphone
is a small all-in-one device that is used for
communication
& computing
functions.
Source: Tech-faq
12. Most devices considered
smartphones
today use an
identifiable
and
open operating system ,
often with the
ability to add applications.
Source: Wikipedia
20. Linux Others
5% 2%
Windows Mobile
14%
Symbian OS
47%
BlackBerry OS
15%
iPhone OS
17%
21. Voice, SMS
Multiple Connection
3.5G, WiFi, Bluetooth
Personal Info. Management
Contacts, Calendar, To Do List
Internet Browser & Email
Multimedia
GPS
Photo, Music, Video
22.
23. On 24 June 1998, Symbian Ltd. was formed to exploit
the convergence between PDAs and mobile phones.
NOKIA
Ericsson Sony Ericsson
Panasonic Samsung
Motorola Psion
24. User Interface Platforms for Symbian OS
S60 UIQ MOAP(S)
one hand operation touch close platform
Nokia N Series Sony Ericsson P Series NTT DoCoMo FOMA
25. Nokia N95,
is’s what
computers
have become
!quot;#$%&'!#$!
62. Smartphone vendor ranking
changed last year.
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
63. Apple shows 480% market share gain
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
64. BlackBerry sees growth steadily
Q3 07 Q3 08
51.4%
Nokia
38.9%
3.6%
Apple
17.3%
10.6%
RIM
15.2%
6.6%
Motorola
5.8%
2.7%
HTC
5.8%
25.1%
Others
17.0%
Source: Canalys estimates / Nov 2008
65. Apple and RIM are relative
closed platform
Features available
Linux
Whole OS
LiMo
Android
Core Apps
Symbian OS
User Experience
Windows Mobile
iPhone OS
BlackBerry OS
Advanced Apps
Basic Apps
Some Public API Some Public API Some Public Code All Public Code
Platform openness
Source: Telefonica / Dec 2008
66. 77% of iPhone purchasers
described themselves as
very satisfied
with their user experience.
Source: Adobe / 2008
85. “I'm not aware of anything.”
“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: Cnet / July 2008
86. Apps variety is NOT market share
BlackBerry Windows
Platform Symbian OS iPhone OS Palm OS
OS Mobile
HTC, HP,
Vendor Nokia etc. Apple RIM Motorola, Palm
Asus
Share 40% 17% 15% 12% 2%
Apps >12000 10000 18000 29000
Source: Canalys / Dec 2008
87. Microsoft Skymarket
Apple App Store
BlackBerry Storefront
Mobile Application Store
Android Marketplace
Nokia Download!
Plam App Catalog
93. ays of rich-media applications available to the consumer;
ent and brand are critical;
Illustration of a hypothetic ‘Apple’ centered ecosystem
em
Mac OS X
iTunes
iPhones Safari
iPods
dent
ue Mac PCs
tion TV
Apple TV
ing
alty or
reness Future
Devices
Large Developer Community
vice Sales
nity
18
Sep 2008
94. 01 The new role of OEMs and Internet
players APPS
UGC
GAMES NAVIGATION
MUSIC
MyNokia
NOKIA LifeBlog/
Nokia Maps
Nokia Music
Flicker
---- ----
SONY ERICSSON
Life Diary
SAMSUNG ----
APPLE
Android
GOOGLE ----
Amazon
Store
TELEFÓNICA ESPAÑA
5
Application Innovation & Open OS devices