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
