The Tipping Point is now

The mobile medium is taking off

• One in three customers buys a smart phone

• One in two takes a mobile internet subscription

• People communicate, browse, search, navigate, play, watch, listen, read

Mobiles enable changing life rhythms

Touch screen

Hardware is converging

Slider

Hardware is converging

Full keyboard

Hardware is converging

Operating systemsShop platforms App development

Software is not

Love/ Hate Triangle

Mobile Operators

DeviceVendors

InternetServiceBrands

Why is it like this?

Confusion, Complexity and cost lead to complacency

What about ‘publishers’?

And on top of that we need to invent a medium

Smaller than PC or TV, but always on, always carried and ultimately personal

App stores are booming

150.998

19.897

7.623

6.118

4.756

....are they?

150.998

19.897

7.623

6.118

4.756

234 Million websites as of December 2009 (NetCraft)

CloudBrowser basedCross platform

On PC, services have moved to the cloud...

LocalNative

OS Specific

...shaping expectations of mobile consumers

Hurdles to take

Reach and ease, content and measurement

Web apps – the open standard

Wholesale Applications Community / JIL

Some of the partners in WAC

Goal: one app running everywhere......

...leveraging: location, direction, identity, preferences, history & future, secure transactions AND social context, in re al time

Content.nl@ vodafone.com