Minority Report

Abhay Aggarwal

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Abhay

Hello I’m

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Where does the mobile industry

stand today?

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6 BILLION PHONES

worldwide

10 BILLION by 2016

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Top 5 Phone Makers

417

329

94

88

66

Phones shipped (2011)

Nokia Samsung Apple LG ZTE

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Top 3 Smartphone Makers

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How does 2012look like?

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1.8 BILLIONphones

will be shipped

in

201238% of them

will be smart!

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Top 3 Markets

1 BILLION +

920 MILLION

320 MILLION

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The Dragon & the Tiger

30%of the world’s

connections

sold here

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Hype vs Reality

Shipment by Phone Makers

• Feature phones still outsell Smartphones 2 to 1

• Nokia & Samsung account for nearly 50% of all sales

– Between them, they sold more than half a billion feature phones

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Shipment by OS

I’m the King of

the world!

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Let’s talk APPS

App Downloads

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30 Billion

downloads

25 Billion

downloads

Game On!...or not

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Disruptive Innovation

• Desktop is no longer the only doorway to Internet

• In many countries (including India), Mobile is theonly/primary screen for Internet access

• Mobile Technology is no longer a fad, its a movement

• Mobile users are not second class citizens!

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Where do we go from here?

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Mobile Optimization• Mobile experience is sub-optimal

• Non-optimized sites, loads of content, limited features

• 3/4th of users will wait upto 5 seconds for a page to loadbefore abandoning the site (A third of those won’t returnback)

• Speed is crucial: Over 2/3rd of users expect a mobile page toload as fast as a webpage on the desktop

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Mobile Search• Mobile searches have increased 4X in the past year

• 1 in 3 mobile searches are local – Localize!

• Mentioning a location in mobile ads and search results canincrease click-thru rates 200%

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Mobile SearchPercentage of searches that are via mobile:

– Restaurant – 30%

– Automotive – 17%

– Consumer Electronics – 15%

– Finance/Insurance – 15%

– Beauty & Personal – 15%

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Mobile Commerce

• Tablet owners more likely to purchase than smartphoneusers

• Merchandise purchase popular in developed markets. M-payments include money transfers & prepaid topups indeveloping markets.

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$7 Billion worth of transactions….each!

Mobile Social• 91% of mobile internet access is for social activities

• 1/3rd of Facebook users, and 50% of Twitter users usemobile

• QR code scans increased 300% year on year

• 21% of Pinterest users purchased a product after seeing apicture on Pinterest

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Mobile Email Marketing• The entertainment, finance, publishing, and social

networking industries see above average mobile emailviews compared to other industries.

• In 2011, mobile email opens increased 34%, while webmailand PC opens decreased by 11% and 9.5%, respectively.

• Mobile email readership is at its peak on Saturday, and atits lowest on Monday

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Show me the money

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Growth Sectors

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Mobile Finance Education Travel

Healthcare User Research

Mobile Finance• SMS is still the most preferred way for payments in

developing countries

• 50% of all mobile sales in India are CoD

• Digital goods is the largest segment accounting for 40% themarket

• NFC is still too far away – requires too many parties toagree to do something together

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Mobile & Education• Quality education (including dissemination) is always an

issue

• Mobile devices are reshaping the way students learn &interact with each other and their teachers

• Making content accessible, increasing engagement,providing assignments & sharing feedback are the newchallenges

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Mobile & Travel• Travel is the biggest industry on earth, with $2 Trillion in

revenues

• Includes both local & social interaction

• Booking a ticket is easy. Searching for destinations, not somuch.

• New tech processes needed to improve the “travel arc” –dreaming about where to go, booking the trip, , taking theactual trip, and finally back home

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Mobile & Healthcare• Desktop searches: cancer, weight loss, sleep

• Mobile searches: sexual or mental health, addiction

• Society’s unmentionables can be addressed better viamobile

• Improved access to care, patient-doctor engagement,collating historical data, storing insurance records, reducingmedicare fraud are growth areas

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Mobile & User Research• Short surveys are effective surveys. More so with mobile…

• Convenience – Mobile surveys can be answered anywhere,anytime

• Straightforward – The middleman is eliminated asinformation is captured directly from the participant in anatural setting

• Fast – Wait period is reduced as data capture isinstantaneous

• Personal – Information can be captured from device, aswell as geolocation data

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There’s more…• The future of media is mobile

• People will pay a premium for convenience

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The India Story

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In Summary

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• Looking beyond OS platforms is important – Feature phonesstill outsell smartphones by a factor of 2 to 1

• Stake your presence on one platform (to begin with), and thenbranch out onto other platforms

• Mobile web is becoming more important than apps, so havinga mobile presence or strategy is imperative

• Healthcare, Travel, User Research, Education, Finance sectorswill see huge growth in mobile adoption

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One last thing…

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Directing a film is like trying to write War &Peace in a bumper car at an amusementpark.

Stanley Kubrick

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</thanks>

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ReferencesMobile Stats

• http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats

• http://www.idc.com/getdoc.jsp?containerId=prUS23523812

• http://mobithinking.com/blog/2011-handset-and-smartphone-sales-big-picture

App Store Stats

• http://www.valuewalk.com/2012/08/apple-inc-aapl-app-store-faces-rising-

competition-from-google-play/

• http://thegamebakers.com/money-and-the-app-store-a-few-figures-that-might-help-

an-indie-developer.html

India Mobile Stats

• http://emerge.nasscom.in/2012/05/the-great-e-commerce-puzzle-do-the-pieces-

finally-fit/

• http://www.pluggd.in/mobile-internet-activity-in-india-is-more-than-us-297/

Flickr Images