1. No category

Apple's Mobile Ecosystem
Seppo Laaksonen
Taikala Oy
PÄÄVÄRIT
29. marraskuuta 11
★
★
★
Seppo Laaksonen
Partner at Taikala Ltd
Long background on mobile business
PÄÄVÄRIT
29. marraskuuta 11
★
★
★
Seppo Laaksonen
Partner at Taikala Ltd
Long background on mobile business
myDBR
★
★
★
Intelligent reporting system
In use in over 50 countries
Web and mobile ready
PÄÄVÄRIT
29. marraskuuta 11
★
★
★
Seppo Laaksonen
Partner at Taikala Ltd
Long background on mobile business
myClub
★
★
★
Management service for
sports- and leisure clubs
Activate your club!
Web and mobile ready
PÄÄVÄRIT
29. marraskuuta 11
Content
★
What is a mobile ecosystem?
★
Why does a mobile ecosystem matter?
★
Platform & devices
★
Tools
★
Apple's content offering
★
3rd Party business
PÄÄVÄRIT
29. marraskuuta 11
Why does an mobile ecosystem matter?
Device Manufacturer / Platform provider
3rd
Parties
Users
★
Competitiveness of a mobile platform relies on 3rd party applications,
services, accessories
★
Additional revenue on top of direct device sales will be needed to stay
competitive in the market (device manufacturing itself will be commoditized)
★
Contributes to customer loyalty
★
Apple in unique position having both devices and the ecosystem
PÄÄVÄRIT
29. marraskuuta 11
Prerequisites of successful ecosystem
★
Have attractive devices to gain user base
★
Offer good tools to 3rd parties to deliver their content
★
Allow 3rd parties to make money from the ecosystem!!
★
Maximize 3rd party investment opportunities
★ Number of devices
★ Consistent platform with same software platform
★ Allow 3rd parties to leverage investments across device
categories
★
Make sure content is available for your platform
★
Make purchasing of goods (applications, accessories, content)
as easy as possible to end user
PÄÄVÄRIT
29. marraskuuta 11
Apple's platform & devices
PÄÄVÄRIT
29. marraskuuta 11
Apple iOS
★
Apple's mobile operating system
★
MacOS X desktop operating system with touch UI
scaled to fit mobile devices
★
"One platform to fit them all" - compatibility across
device categories
PÄÄVÄRIT
29. marraskuuta 11
iPhone
iPhone 4S
iPhone 4
iPhone 3G
★
Release once a year from 2007
★
4S, 4, 3GS in production
★
Same software platform (iOS)
version in all devices under
production despite the differences in
devices
★
Maximizing the user base for
application developers and
integrators
★
Sells around 80-100M/year and
growing
iPhone 3GS
iPhone
PÄÄVÄRIT
29. marraskuuta 11
iPod Touch
★
"iPhone without a phone"
★
Competes against Nintendo DS
and Sony PSP
★
Keeping up the iPod brand
★
Same software (& hardware) as in
iPhone
★
Sells around 20M/year
PÄÄVÄRIT
29. marraskuuta 11
Apple Mobile Devices: iPad
★
Release once a year (so far)
★
iPad, iPad 2
★
Same software (& hardware) as
in iPhone
★
Sells around 40M/year and
growing
PÄÄVÄRIT
29. marraskuuta 11
Apple Mobile Devices: AppleTV
★
A bridge between iOS devices
and TV
★
A bridge between Apple
delivered content and user
★
AirPlay wireless streaming
★
Same software as in iPhone
PÄÄVÄRIT
29. marraskuuta 11
Volume proposition for 3rd parties
80 M
+
20 M
+
40 M
3 years = 400M devices
★
Consistent platform with same software
★
Sharing same hardware interfaces
★
Apple uses it's purchasing power and monetary assets as a
weapon (flash, displays etc)
PÄÄVÄRIT
29. marraskuuta 11
Apple's tools
PÄÄVÄRIT
29. marraskuuta 11
Tools
★
Native development: Xcode, same as in MacOS X
★ Fast development, simulator, easy deployment
★
Web development: Apple runs the Webkit development
★ Chrome, Android browser, RIM's browser, Nokia
Symbian, Nokia Meego, Adobe AIR
PÄÄVÄRIT
29. marraskuuta 11
Apple's content offering
PÄÄVÄRIT
29. marraskuuta 11
iTunes Store /App Store
★
Trusted source of content delivery
★
Revenue deal 30% Apple / 70% content provider
Music store ($ 0.99)
Applications ($ 0.99)
Film rentals
TV shows
Podcasts
Books
200 M
Newspapers
PÄÄVÄRIT
29. marraskuuta 11
iTunes Store /App Store
★
Trusted source of content delivery
★
Revenue deal 30% Apple / 70% content provider
Statistics for Applications alone:
Music store ($ 0.99)
★
★
Applications ($ 0.99)
Gross revenue $5 billion
3.5 billion business for 3rd parties
TV shows
★
500 000 applications
★
18 500 000 000 downloads
200 M★
% paid apps 13.5%
Film rentals
Podcasts
Books
Newspapers
Source: Piper Jaffray & Co.
PÄÄVÄRIT
29. marraskuuta 11
iTunes Store /App Store content providers
★
Application developers and integrators
★ Pretty much everyone is offering applications
★ Not only games. Strong business presence from Oracle,
SAP, IBM, Sybase, Adobe, Salesforce...
★
All major (and minor) record labels
★
All major film studios
★
Publishing houses for books and newspapers
★
Local aspect covered
★
End users are able to tailor their devices to fit just for them
★ Major factor in end user satisfaction and in customer
loyalty
PÄÄVÄRIT
29. marraskuuta 11
Content Management: iCloud
★
★
★
Makes owning one or multiple devices easier
Storing user content: music, photos, documents
Automatic delivery to all user's devices
★
★
★
★
iMessage
iTunes Match
Photo Stream
Documents in Cloud
★
Calendar, Mail, Contacts
★
Backup
★
Siri, personal assistant
★
Find My Friends
PÄÄVÄRIT
29. marraskuuta 11
Content Management: iCloud
iMessage
PÄÄVÄRIT
29. marraskuuta 11
Content Management: iCloud
Find My Device
PÄÄVÄRIT
29. marraskuuta 11
Content Management: iCloud
iTunes Match
PÄÄVÄRIT
29. marraskuuta 11
Content Management: iCloud
Siri
Personal Assistant
PÄÄVÄRIT
29. marraskuuta 11
Accessory / Connectivity
Apple Dock Connector
AirPlay
★
Huge business for 3rd parties offering various
devices (docs, speakers, car accessories, music
accessories, amplifiers, TV connectivity etc)
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Summary
★
Well executed mobile ecosystem is a big business
for variety of players. Apple has worked hard for this
★
Generates additional revenue and customer loyalty
PÄÄVÄRIT
29. marraskuuta 11
Thank You
PÄÄVÄRIT
29. marraskuuta 11