《移动互联网什么是APP》课件.pptVIP

Mobile Internet What’s app Agenda Mobile Internet evolution Mobile Internet value chain dominance Smartphone growth and usage Mobile user targeting Mobile advertising Media industry and mobile Future thoughts Mobile Internet 1.0 2G GSM circuit switched data WAP Text based, simple graphics No Internet browsing Bad user experience Data usage billing Mobile Internet 1.5 2.5G mobile infrastructure DoCoMo iMode Proprietary Japanese phones Operator walled garden Subscription based billing+ data usage billing Mobile Internet 2.0 3G mobile infrastructure Open Internet browsing Smartphone technology Intuitive user interface Social networking (e.g. Facebook) Video (e.g. YouTube) VoIP (e.g. Skype) Applications/App store Flat fee data usage billing+ app billing (many free) Mobile Internet value chain Mobile bandwidth challenge More than just a phone Internet browsing E-mail Instant messaging/social media Tablet Bookreader/eReader Music player/recorder Musical instrument Photo camera/editor Video player/recorder GPS device Car electronics device Home electronics device Game computer Lots of handy utilities Smartphone sales Smartphone sales Q4 2009 41% growth Best performers Apple iPhone and Google Android source Gartner feb 2010 Mobile App marketing/distribution Mobile fit with social networking Mobile Internet user targeting Commercial TV:Global user segments, global usage figures Internet:Individual user behaviour, contextual advertising Mobile Internet:High degree of personalization possible:- consumer value (ARPU, post-paid only) - demographics (sex, age, address, post-paid only)- handset type and brand- usage statistics- always on- location- short- and long distance journey patterns- individual contributions (blogging, twitter)- buying behaviour Business models mobile Accessflat rate, time based, volume based, free FreeLoyalty, support existing business Subscriptionarea’s: music, films, newspapers, magazines, books Advertisingarea’s: news, m