What is the cloud? FOSTER TECH TREK BOOTCAMP

What is the cloud?
FOSTER TECH TREK BOOTCAMP
Cloud computing 101

What does it mean to be “in the cloud”?

Highly scalable & redundant distributed computing

Private v. Public Cloud

Considerations

Purpose/ Business Need

Security/ Compliance

Pricing/ Billing
IaaS: Infrastructure as a Service


Definition:

Infrastructure-as-a-service (IaaS) is highly standardized selective
computing functionality — such as compute power, storage, archive, or
other basic infrastructure components — provided over the public
Internet through a utility pricing and delivery scheme.

The underlying computing resources are shared among a large number
of users and hosted by the IaaS provider.
Example:
PaaS: Platform as a Service

Definition:


Platform-as-a-service (PaaS) represents a complete pre-integrated
platform offering for the development and operations of general
purpose business applications.
Example:
SaaS: Software as a Service


Definition:

Software-as-a-service (SaaS) pertains to standard software application
functionality delivered over the public Internet and provided through a
usage-based pricing model.

The underlying application resources are shared among a large number
of users.
Example:
Questions?

Resources:

Foster Business Library (http://www.lib.washington.edu/business/)

Forrester

Gartner

IDC
Source: Forrester – Sizing The Cloud, April 21, 2011
Agenda

Mobile 101


OS, OEM, Service Provider, Apps
Mobile Applications 101
Smartphone 101
A phone that makes you smart
Worldwide smartphone market: 42.1% year-over-year growth
Original Equipment Manufacturer
(OEM)
Samsung,
Nokia,
HTC,
Apple
Operating System (OS)
Android,
iOS,
Windows,
Blackberry
Service Provider
AT&T
Verizon
Sprint
T-Mobile
Applications (Apps)
Still counting…
Original Equipment Manufacturer (OEM)
Kevin Restivo: Samsung employs a 'shotgun' strategy wherein many models are created
that cover a wide range of market segments. Apple, in contrast, offers a small number of
high-profile models.
Src: IDC Worldwide Mobile Phone Tracker, July 26, 2012
Operating System (OS)
Android & iOS powered 85% of all smartphones
Src: IDC Worldwide Mobile Phone Tracker, August 8, 2012
Service Providers
AT & T and Verizon control more than 70% of
American smartphone market
Jargons used in the industry:

Plans- Postpaid, Prepaid plans

SMS: Short Message Service

Handsets, Subsidy on Phones

VoIP: Voice Over internet protocol

ARPU( Average Revenue per User),
Net Adds, Churn rate

2g, 3G, 4G
Src: Chetan Sharma Consulting: US Wireless Market Update Q2 2012
Telecom Providers
High Speed -> More Spectrum
Mobile
Communication
Standard
Description
3G
“3rd generation” data network, Supports broadband-like speeds of at least
2 megabits per second (Mbps) downlink
4G
“4th generation” data network, Capable of supporting 1 gigabit per
second(Gbps)
4G LTE
Long Term Evolution, type of 3G standard that offers up to 100 Mbps
downlink. Not truly a 4G
HSPA
High Speed Packet Access, Networks that offers up to 84 Mbps.
WiMax
Worldwide Interoperability for Microwave Access, Another advanced 3G
standard that offers up to 100Mbps downlink.
Tethering
A feature that allows you to connect a laptop or netbook to your mobile
phone and use it as a wireless modem. Extra charge for this feature.
Top 3 Mobile content usage drivers
Texting, Downloading apps and browsing
Mobile Content Usage
3 Month Avg. Ending Jun. 2012 vs. 3 Month Avg. Ending Mar. 2012
Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: comScore MobiLens
Share (%) of Mobile Subscribers
Mar-12
Jun-12
Point Change
Total Mobile Subscribers
100.0%
100.0%
N/A
Sent text message to another phone
74.3%
75.0%
0.7
Used downloaded apps
50.0%
51.4%
1.4
Used browser
49.3%
50.2%
0.9
Accessed social networking site or blog
36.1%
36.9%
0.8
Played Games
32.6%
33.4%
0.8
Listened to music on mobile phone
25.3%
27.6%
2.3
Mobile Applications 101
Free Apps Account For 89% Of All Downloads; Most Of The Rest Under $3; iOS Store
Biggest Of Them All

Wiki defn:
A software application designed to run on smartphones, tablet computers and other mobile
devices

Available on:

App store (iOS),

Google Play (Android),

Marketplace (Windows),

Blackberry app world

By 2016, Gartner is predicting the mobile app market will see almost 310 billion downloads, with
93% of those free apps.

Angry Birds was downloaded 6.5 million times on Christmas day alone in 2011
Build simple, easy to use apps that drives user
engagement
Know the Buyer behavior

Identify a Unique value proposition for customer segment

Invest in mobile analytics and surveys



Track Customer acquisition rate, New users

Stickiness through Customer engagement rate, Active Users

Conversion Funnels
Factors that may determine downloads:

Quality and reliability of app

Ratings

Downloads

App store reviews

Reachability and Availability on multiple OS’s
Monetization:

Free

Freemium

In-app purchases,

Subscriptions

Advertising
One of the factors that will drive the adoption of Microsoft surface will
be the catalogue of apps that Windows marketplace can offer!
Thank You
Digital
Entertainment
Segments & Companies

Video

Audio

Image

Gaming

Digital Publishing?
Significant Concepts
Where do you get your music?
http://www.businessinsider.com/chart-of-the-day-music-industry-sales-2011-2
Significant Concepts
Where do you get your music?
Significant Concepts

Use of Systems

MSFT Yusuf Mehdi says more tan half of the time people are on Xbox Live its to watch
videos or listen to music.

Also: “Today households spend an average of 84 hours a month playing games and using
other apps on Xbox Live, up 30 percent from a year prior. To compare, the average
household watches 150 hours of TV each month.”
Significant Concepts

Blockbusters aren’t just movies
Significant Concepts

Buy Once

Subscription

Freemium
Significant Concepts
http://www.slideshare.net/sylvain/gamification-8024454
Major Issues


Monetization, when free is available

iTunes vs. bitTorrent

Photoshop vs. Gimp
DRM vs. Ease of Use


Rising costs of Video Game production vs. home studios


Legality and availability of alternatives
Prevalence of sequels vs. new IP
Globalizing services on the internet

Localization, messaging, and pricing
Thank You
Appendix

http://www.idc.com/getdoc.jsp?containerId=IDC_P1600

http://www.idc.com/getdoc.jsp?containerId=prUS23638712

http://www.idc.com/getdoc.jsp?containerId=prUS23624612