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