How Have Apps Changed the Mobile Content Ecosystem?

10 Trends (we’ve seen so far). Presented at AppsXchange Asia in Singapore. 16 June 2010

Transcript

1. How Have Apps Changed the Mobile Content Ecosystem? 10 Trends We’ve Seen So Far Praveen Rajan Head of Mobile Internet, DiGi Telecommunications AppsXchange Asia 16 June 2010, Singapore
2. 5 Things About Malaysia
3. 5 Things About Malaysia
4. 5 Things About DiGi
5. 5 Things About DiGi
6. Have Apps Made a Difference?
7. Most Analysts Claim That Operators Are Doomed
8. … but it’s Never Been Easier to Sell the Internet
9. So, Here’s 10 Things That We Have Seen
10. Thousands to choose from, you’re bound to like something tangible Everyone Has Favourites 1
11. 3 apps I use most on my iPhone Everyone Has Favourites 1
12. 45% of new DiGi iPhone customers have at least 5 favourite apps Everyone Has Favourites 1 45% 25% 30% 5 or more Between 1 to 4 None How many favourite apps do you have? SOURCE: Internal survey of new DiGi iPhone customers, Q2 2010
13. Everyone Has Favourites 1
14. Other smartphones don’t offer the wide variety, although Android is catching up iPhone App Store is the Benchmark 2
15. Other smartphones don’t offer the wide variety, although Android is catching up iPhone App Store is the Benchmark 2
16. DiGi iPhone customers download 4x more apps compared to Nokia customers iPhone App Store is the Benchmark 2 8 4 2 iPhone Blackberry Nokia How many apps have you downloaded in the last 30 days? SOURCE: Internal survey of new DiGi customers that signed up for smartphone contracts, Q2 2010
17. iPhone App Store is the Benchmark 2
18. Replicate the App Store buying experience to sell traditional VAS Sell VAS the App Store Way 3 • Ease of use • Single click buying • Visually appealing
19. DiGi Store brings 100+ existing VAS into a simple store Sell VAS the App Store Way 3
20. Sell VAS the App Store Way 3
21. New customers facing problems in finding the right apps to download App Discovery 4 45% 40% 15% Don't know what to download Too many choices Not interested Why have you not downloaded any apps? SOURCE: Internal survey of new DiGi iPhone customers that did not download any apps in first 30 days, Q2 2010
22. How do you find the right app amidst the clutter? App Discovery 4 SOURCE: Distimo, Mobile World Congress 2010
23. Pushing DiGi recommendations online and via mobile App Discovery 4
24. App Discovery 4
25. Content Discovery Build your own recommendation services to drive usage of mainstream apps 5 Alerts
26. Content Discovery 5
27. WAP Portal Rethink More customers churning from WAP start page, using App Stores instead 6
28. WAP Portal Rethink 6
29. Tool for BTL Activities Plenty of new ways to use apps to excite customers 7
30. Tool for BTL Activities 7
31. Feature Phones Need Some Loving Too Majority of Phones are Not Suitable for Mobile Internet What’s the % of Smartphones in Your Base? Less emphasis, but find quickest way to capitalise on Apps craze 8
32. Feature Phones Need Some Loving Too GetJar is a viable whitelabel solution to drive usage 8
33. Feature Phones Need Some Loving Too 8
34. Customers Expecting Fast Downloads Big Screen Consumption Small Screen Consumption Protecting the network early ahead of the smartphone boom 9
35. Customers Expecting Fast Downloads Consistent throughput matters most 9
36. Customers Expecting Fast Downloads 9
37. Difficult to Justify DiGi Branded Apps Suppliers overcharging operators & no in-house competencies 10 25% 35% 30% 10% More than RM500k Between RM150k to RM500k Between RM50k to RM150k Less than RM50k Average quoted development cost for a DiGi branded app SOURCE: Internal survey of recent quotations from vendors to create iPhone apps for DiGi, Q2 2010
38. Difficult to Justify DiGi Branded Apps 10
41. Summary Apps Have a Positive Effect Increased stickiness & Mobile Internet usage Bet on the Right Smartphones iPhones & Androids showing biggest potential for apps Opportunity for Smart Partnerships Operators unlikely to build too many apps Leverage on existing apps, marketed through operators
42. Questions?