MORE THAN A PHONE

The mobile revolution. Site, apps, handsets

Jennifer Wilson
Chair
AIMIA Mobile Industry Group
How many did you say?
Subs Growth ARPU
• VHA 6.895 (+584k) $56
• Optus 8.224 (+591) $48
• Telstra 10.387 (+681) $50.55
25.506 +1.856 - 7.8% growth in less than 1 year

Wireless Broadband:
• VHA 673 (+133.7%)
• Optus 799
• Telstra 1.325 ( +73%)

• Australian Population: 21.374

• Mobile subscribers: 25.506 119% penetration
Ubiquitous doesn’t come
close…
• Personal
• Pervasive
• Always on
• Uniquely anthropomorphised
• Increasingly first point of call
Our mobile behaviour

• As a phone, not that much has changed

• As a connection device, everything has
– Social connection
– Business connection
– Entertainment connection
– Internet connection
– Personal connection
• We need to think about experiences here
– Is advertising relevant and right?
– What is the role of personalisation?
– What rights do we have to track and monitor
behaviour?
– Privacy will become more of an issue
The third (and sometimes
fourth) screen

Multitaskin
g
Connection between/across
devices
Semantic machine to machine
communication
• On unusual devices:
– Crowdsourcing traffic from GPS signals
– Interaction between smart remotes
– Home sensing/smart meters
• Connectivity to the world - everywhere
IMHO

• iPhone changed the mobile landscape

– Increased use of mobile beyond calls
– Apps store proved a business model
– Side loading was shown to work
– Control/non-open nature of Apple is an issue

• What we can learn from this

– User experience has to be the starting point
– Good technology should never need a user guide
– Features aren’t the driver, ease of use is
– Mobile is more than a phone – an ecosystem
For developers
• iTunes apps store is crowded now
– Discovery is hard, stickiness is harder
– There is a hungry market that wants a go...

• Different handset, same functionality

– The idea of owning the user (and the data) has to go

• Freemium models are proven and preferred

– Let me chose what I pay for (even with attention)

• Lifestyle first, features second

– Where, when, why – will mobile be used?

• Social is likely to remain a key driver

– Advertising and marketing need to fit into this
What next?

• Augmented Reality (for business and play)

– Recognizr, Layar, Insqribe, Across Air, Junaio
• mCommerce
– Contactless payment, RFID, mWallets
• Smart remotes for life
– More than just device management
• Lifecaching
– Still/always. In the cloud
• Deconstructing the device
– Wearable, embedded
MORE THAN A PHONE
Millions of people are discovering the internet on their handheld
devices…

What world can we build them?

Thank you!