Smartphone Trends & Opportunities

Lauren IsaacsonDirector of Research & Strategy

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Smartphones

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Let’s look at it from an actual web consumption base......

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iPod Touch

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The ipod touch is synonymous with the youth marketOut of the 58 million iPhone and iPod devices circulating in 2009, roughly 40%, or 24 million, were Touches which flooded

the market over the Christmas holidays as parents and grandparents gave their little nearest and dearest the gift of

mobile technology

And these Touch users are insatiable downloaders

Tablets

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New device. Not a whole lot known about it, but analysts seem very optimistic about its potential.A reported 2 million iPads were sold worldwide within the first two months.Analysts believe that sales are on track to sell 21 (originally 15) million devices this year to outsell traditional Mac computers unit for unit in 2011.

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The google tablet is still just a rumor, but the HP Slate and the RIM Playbook are not. Considering HP’s acquisition of Palm, expect the UI to be much slicker than your average Windows based PC.

Apps

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So now let’s talk about the app market.

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The combination of Apple’s iPhone/iTouch hardware, software, distribution, data plans and access, developers, and

applications is a tech ecosystem, symbiotic in nature. Each feed and strengthen the other in users and depth of use. It is

the fastest growing tech device and ecosystem in history.

This also goes back to a previous slide showing how this Apple mobile ecosystem is outpacing previous internet tech

adoptions by leaps and bounds.

The more you build, the more people want to use.

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Remember what I was saying about how iPhone users do more of just about everything when it comes to the mobile

internet?

The same holds true for app downloads as well.

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who are they downloading from(discuss chart)There is some debate as to just how large Apple’s application is. Everyone agrees that it is the largest marketplace for applications, but I think most analysts are tied up in the minutia of what qualifies a an app and what qualifies as an application store.This chart includes carrier app stores which only service feature phones, not smart phones.I think that Apple has the most users that are willing to pay for apps. These users are usually more sophisticated than the average smartphone user and other app stores are struggling with gaining more of these types of users.Apple and Android app store customers are also the most satisfied with their experience.

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Future Trends

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Mobile Lifestyle

Mobile TV

Location Based

Services

Mobile Video

Mobile Internet

Mobile Email

IM Mobile Games

Billing(PSMS)

MMSJava

ApplicationsCoupons/ Barcodes

Mobile Content

SMS & Win

SMS Info SMS VotingSMS to Email

Direct SMS SMS Advertising

Mobile Sophistication

Connection Between Offline &

Online Life

Maslow’s Hierarchy of NeedsLasting trends touch a nerve. They counterbalance other movements that have gone too extreme. They satisfy deep rooted desires.Mobile technology and user sophistication is at the point where we can start thinking not just about mobile technology, but about how that technology can change and serve our self actualization.Mobile lifestyle technology is about communication, commerce, interpersonal connections, connectivity and security.It is about having access to your online and offline life at all times.

Mobile Commerce

Mobile Shopping

Mobile Travel Information &

Booking

Mobile Banking

Mobile Access to Corporate Internet

Mobile Brokerage

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Mobile commerce is a lifestyle trend that is currently coming into its own right now.

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Online to offline

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Mobile enabled commerce.Visa is launching a test program for mobile enabled commerce in NYC this September. Giving certain people RFID tags for their phone which can be used at specified vendors equipped with RFID enabled readers.

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Peer2peer mobile commerce apps

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Security

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Mobile Strategy

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Think Before You BuildDon’t Just Create an App.

Create an App With a Built In Audience.

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Forrester IDEA Method

- Identify mass influencers

- Deliver customer support on the go

- Empower consumers with mobile information and/or experiences

- Amplify fans by creating an army of mobile creators

The Curio Method

- Examine trends

- Analyze demographic/psychographic data

- Research and narrow your consumer profiles

- Model your app around these profiles

- Market your app via social media and targeted advertising

Via Avin Narasimhan

Incentive

Entertainment

Information

Utility

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lauren@curioconsulting.net

http://www.curioconsulting.net

twitter: @CurioConsulting

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