The mobile revolution. Site, apps, handsets

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How many did you say?

Subs Growth ARPU

• VHA: 6.895 (+584k) $56• Optus: 8.224 (+591) $48• Telstra:10.387 (+681) $50.55

25.506 +1.856 - 7.8% growth in less than 1 year

Wireless Broadband:• VHA 673 (+133.7%)• Optus 799• Telstra 1.325 ( +73%)

• Australian Population: 21.374 • Mobile subscribers: 25.506 119% penetration

Ubiquitous doesn’t come close…

• Personal• Pervasive• Always on• Uniquely anthropomorphized • Increasingly first point of call

Our mobile behaviour

• As a phone, not that much has changed• As a connection device, everything has

– Social connection – Business connection– Entertainment connection– Internet connection– Personal connection

• We need to think about experiences here– Is advertising relevant and right? – What is the role of personalisation?– What rights do we have to track and monitor behaviour?– Privacy will become more of an issue

The third (and sometimes fourth) screen

Multitasking

Connection between/across devices

Semantic machine to machine communication• On unusual devices:– Crowdsourcing traffic from GPS signals– Interaction between smart remotes– Home sensing/smart meters

• Connectivity to the world - everywhere

IMHO

• iPhone changed the mobile landscape– Increased use of mobile beyond calls– Apps store proved a business model– Side loading was shown to work– Control/non-open nature of Apple is an issue

• What we can learn from this– User experience has to be the starting point– Good technology should never need a user guide– Features aren’t the driver, ease of use is– Mobile is more than a phone – an ecosystem

For developers

• iTunes apps store is crowded now– Discovery is hard, stickiness is harder– There is a hungry market that wants a go...

• Different handset, same functionality– The idea of owning the user (and the data) has to go

• Freemium models are proven and preferred– Let me chose what I pay for (even with attention)

• Lifestyle first, features second– Where, when, why – will mobile be used?

• Social is likely to remain a key driver– Advertising and marketing need to fit into this

What next?

• Augmented Reality (for business and play)– Recognizr, Layar, Insqribe, Across Air, Junaio

• mCommerce– Contactless payment, RFID, mWallets

• Smart remotes for life– More than just device management

• Lifecaching– Still/always. In the cloud

• Deconstructing the device– Wearable, embedded

Millions of people are discovering the internet on their handheld devices...

What world can we build them?

MORE THAN A PHONE