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