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Mobilidade, Mercado e
   Oportunidades
    para além do grito

            Eduardo Peixoto
            Executivo Chefe de Negócios – C.E.S.A.R
            eduardo.peixoto@cesar.org.br
            http://twitter.com/ecpeixoto
Que
                                                        frio!




http://www.flickr.com/photos/18221782@N06/3324144176/
http://www.flickr.com/photos/81137928@N00/3394782329/
http://www.motorola.com/staticfiles/Business/Corporate/US-EN/history/feature-cell-phone-
development.html
http://www.motorola.com/staticfiles/Business/Corporate/US-EN/history/feature-cell-phone-
development.html
http://www.flickr.com/photos/18215332@N00/425462915/
1g, 2g, 2.5g, 2.75 e 3g



                              3G

              GSM
              GPRS
                       EDGE
                       EVDO
AMPS

       TDMA
       CDMA
E as plataformas de SOFTWARE
•   KVM
•   BREW
•   J2ME
•   Symbian
•   Windows Mobile
•   Iphone
•   Android
Mas é a tecnologia que

realmente
      importa?
Do que estamos (mesmo) falando?
Estamos falando de...

           TERMINAIS
              de
          ACESSO!
Smartphone, Netbook, Smartbook

                 Netbook será vendido por US$ 0,99 nos EUA

                 A operadora norte-americana Sprint anunciou esta
                 semana uma parceria com a rede de lojas Best Buy
                 para vender o netbook Compaq Mini 110x-1040DX por
                 apenas US$ 0,99 (R$ 1,95). De acordo com o site
                 CrunchGear, este preço é válido somente com um
                 contrato de fidelidade de dois anos, o que equivale a
                 US$ 60 (R$ 118) por mês.




http://tecnologia.terra.com.br/interna/0,,OI3861940-EI4801,00-
Netbook+sera+vendido+por+US+nos+EUA.html
Ou coisas mais simples ainda...
Conexão X Mobilidade




Telefónica Móviles
Mas o que as pessoas FAZEM? Quando
estão em movimento?...
O que querem?


         HW      CONECTIVIDADE



              SERVIÇO
Serviços digitais... no mundo...
                                                                                                                                     Video Streaming           Remote
                                               2,000         1G                            2G                               3G                                 Medical
                                                                                                                                                 Video         Service
                                                                                                                                               Conference      (Medical
                                                                                                                            Still Imaging
                                                                                                                                              (High quality)   image)
                                               384
             Data Transmission Speed - k bps




                                                                                                                               Video on
                                                                                                                               Demand:
                                               144                                                    Audio Streaming         Sports, News
                                                                                                                               Weather
                                                                                                           Video
                                                                                 Text Messaging
                                               128                                                       Conference
                                                                                                        (Lower quality)
                                                                                                                                                  Image      Mobile TV
                                                           Voice                                                                             Viideo Surveillance,
                                                64                                                                                           Video Mail, Travel
                                                                            Electronic
                                                                            Newspaper                                            JPEG
                                                                    Voice                                                     Still Photos   E-Commerce
                                                                    Mail                 Electronic
                                                32                                       Publishing        Karaoke                Mobile
                                                                     Fax        E-Mail                                            Radio

                                                9.6
                                                                            Data                                      Audio
                                                       Telephone
                                                        (Voice)    Weather, Traffic, News,                      Voice-driven Web Pages
                                                                   Sports, Stock updates                        Streaming Audio
                                                 0




Source: ITU World Telecommunication Development Report 1999, adapted from European Commission (DGXIII).
E hoje, que serviços temos?
•   Musica Digital
•   Pagamento móvel
•   Mobile ads
•   Geo localização
•   Livros (e-readers)
•   Redes sociais
•   E ++ aplicações…

                         mas o que pegou?
Música (e outros) conteúdos
Music Stores (fabricantes)
+Music Stores (operadoras)




                     http://www.pyramidresearch.com/
E até dela, a MicroSoft…
Livros , leitores e leitores
Adds
Apps Stores…
Pagamento também!
Na revolução do GPS...
CONEXÕES e CONVERGÊNCIAS,
       que possibilitam
     NOVAS EXPERIÊNCIAS


... Construir, comunicar, influenciar e modificar são os
                    desejos atuais dos consumidores!
Não muito distante...




http://www.psfk.com/wp-content/uploads/2009/02/the-future-of-dating-8393-
1235148902-4.jpg
Não muito distante mesmo!




     Talks Pattie Maes demos the Sixth Sense
http://www.ted.com/index.php/talks/pattie_maes_demos_the_sixth_sense.html
Tudo num só lugar...

                  AONDE?




      O QUE?
                           QUEM?
Mas existe um…

contexto
Em que os clientes comprarão…



                            NEGÓCIOS
                  PESSOAS


                       TECNOLOGIA


       Inovação
CONTEXTO: no .br, quem tem?
CONTEXTO: No .br, como tem?
CONTEXTO: no .br, o que fazem?
CONTEXTO: outra opção (digital)?
CONTEXTO: não há!
CONTEXTO: eSpEranÇa?
É neste CONTEXTO
Mas e apesar dele...




http://www.abpd.org.br/downloads/Mercado_Fonografico_BR_15abril09.pdf
TV no celular é analógica…




http://www1.folha.uol.com.br/folha/dinheiro/ult91u590917.shtml
Games sem mídia física...
Empréstimos VIA SMS…

     para chamadas (na Oi)

 SMS 3333 D
E conversas são n3 segundos…
Modelo de Inovação Disruptiva
                      DESEMPENHO
 DIFERENTES MEDIDAS




                                       ESTRATÉGIAS DE
                                       SUSTENTAÇÃO
 DE DESEMPENHO




                                                      INOVAÇÕES
                                                      DISRUPTIVAS (BAIXO MERCADO)




                                                                           TEMPO

                         INOVAÇÕES
                         DISRUPTIVAS (NOVO MERCADO)
                                                                        TEMPO
NÃO-CONSUMIDORES
                                      O Crescimento pela Inovação, Christensen, Clayton M.
Algumas

tentativas...
http://mostrips.cesar.org.br
www.tocae.com.br
http://twitter.com/tocae
http://www.bluwhee.com/
Meantime




           http://www.meantime.com.br/
Plasma




         tbc
eduardo.peixoto@cesar.org.br
http://twitter.com/ecpeixoto
+55 81 3425 4714

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