Op 23 september 2010 vond de eerste Zsaaie Sessie plaats: bijeenkomsten waarbij ondernemers specifiek ingaan op trends en ontwikkelingen in hun vakgebied. De eerste sessie had als onderwerp Mobiele Applicaties. U bekijkt hier de presentatie van Marcel Roorda, CTO Service2Media

1. Service2Media
Zsaaie Sessie
Marcel Roorda
23/9/2010

2. Agenda
» Introduction Service2Media
» Changing customer behavior
» What does mobile add?
» Some customer cases
» A business case example
» Questions

3. About Service2Media
» We make: Mobile App Experiences. Across all Devices. Future Proof!
» Development and maintenance of mobile applications characterized
by user friendliness in a complex value chain
» Specialized in apps that touch the core-business of our customers
» Powered by our unique Mobile Application Lifecycle Platform
» Customers include major global brands
» Created in 2005 by senior management of LogicaCMG
» Offices in London, Amersfoort, Enschede, Abu Dhabi, Madrid and
California
» Serving over 70 customers internationally
» More than 85 employees

4. Customers include major global brands...

5. New technology has lead
to changed customer
behaviour
A journey to the way
they think and act

6. “We used to refer to new technology as
being always on.
But the truth is that is the consumers
now that are always on.”
Mark Curtis, Fjord

7. For this generation
» The internet has always been
there
» My mobile phone is the most
important device
» Music and Films is something I
get from the net - for free!
» Newspapers are something you
wrap on fish

8. They want to be in control
“An iPod, a Sony, a laptop, a CD burner,
that kind of thing, allows me to do what I
want with my own entertainment,
whatever that entertainment may be”
Frans,31 Rotterdam

9. They are looking for personalisation
“I look for ways to express who I
am…all the different parts of
me…through my clothes, my hair, my
flat…”
Amelie, 29 Amsterdam

10. They expect things now
“People are less patient. Because they
carry a cell phone, they think they can get
what they want immediately. If we want to
know about something, we can get an
answer on the spot”
Akihisa Fujita

11. They know more
“When I go to a shop I don’t need
assistance of a salesman/woman because I
know more then them”
John hammerside

12. In Conclusion: Always on means .....
Less planning in advance
Relationship to TIME
Higher pacing Less patient
Connect more often, with more people the consumer is
Relationship to OTHERS always on
Control over real contacts
Interaction with social network
Relationship to CONSUMPTION
Permanent access to information

13. Consumers expect that we communicate
different with them
What consumers want.. So Communication should..
» Consumers want to be in control » Be permission based
» They seek personalisation » Bring relevant content
» They want it now! » Be creative & entertained
» They expect to be listened to » Be interactive and enable
» They look for entertainment dialogue
» They seek self-expression that » Smartly personalised
can be shared » Enable self expression

14. What does mobile add?

15. Mobile is Ever-present & Personal!
There are 1,4 billion pc’s and already 4,7 billion mobile phones
Mass market, direct, interactive, always on…

16. Mobile internet offers more then desktop internet
Morgan Stanley: Mobile
Internet market will be twice
the size of desktop internet
TRANSACTIONS
PERSONAL
MOBILITY
LOCATION

17. In a nutshell:
- Many B2C and B2E companies view mobile as a strategic channel
and want to offer their services as mobile applications, but face the
high barrier of a fragmented mobile device market
- In fact, the uncertainty around the mobile market dynamics and the
cost of development, maintenance and app lifecycle management
are often delaying decisions and progress on the mobile services
roll-out.
- Service2Media’s Mobile Application Lifecycle Platform offers quality
user experience and maximum device reach against affordable cost-
of-ownership

18. Mobile apps are becoming mainstream
Mobile Devices are tailored for mobile data:
» High resolution screens
» Apps are accessible on the home screen
» Most mobile internet phones are sold with
flat fee or affordable data rates
» 3G offers acceptable service performance
» Phones features, such as camera and GPS,
add relevance and usefulness
» Touch navigation makes apps easy-to-use
Application stores: • Apple – iPhone App Store
• Google – Android Market
» allow easy discovery and download • Blackberry - Blackberry App World
» facilitate payments • Nokia - Ovi Store
• Microsoft - Windows Marketplace
» ensure security (approval process ) • Vodafone - Vodafone app manager

19. The mobile application market
» Today there are 4.7 billion mobile phones
– There are 45 million iPhones.
– Apple App Store offers 200.000 apps
– Forrester predicts that there are 300.000 apps by the end of 2010.
– And Apple only covers less then 1% of the market. Just imagine..
» Other brands will catch up very quickly:
– Android Market: 35.000 apps already
– Ovi Store (Nokia): 1,7 million downloads per day and growing
100% per month
– BlackBerry App World: Over 10.000 apps
―Two decades after its birth, the World Wide Web is in decline,
as simpler, Sleeker services — think apps — are less about the searching
and more about the getting.‖
Chris Anderson, Chief Editor Wired

20. Tablets (iPad) rapidly growing segment
BlackPad..
Nine days after the release of the iPad, the Apple
App Store for iPad contained 3,670 applications

21. Mobile apps downloads: fragmentation to stay
Source: Morgan Stanley 2010

22. The issues…
» Overcoming device fragmentation:
Apps on different operating systems are written in different
programming languages
» Native development of these apps leads to unmanageable
maintenance and time-to-market
Or the challenge... Mass reach across device types

23. How to combine the best of three worlds
in a fragmented mobile device market?
Maximum Reach
High Quality
Reduced Cost User Experience

24. M2Active - Mobile Application Lifecycle Platform
harmonizing:
the mobile industries hunger for
device and os lifecycle innovation with ...
... the corporate worlds hunger for
mobile application lifecycle stability

25. M2Active - Mobile Application Lifecycle Platform
» 3 critical issues solved by 1 platform:
1. Maximum device reach
2. Quality user experience
3. Low total cost of ownership over full application lifecycle

26. Devices, distribution and updates:
Supporting the mobile application lifecycle
» Extensive device database, continuously updated
» Over 1000 handsets in house, new devices purchased or
received via partners pre-market
» Device/OS partners: SonyEricsson, Samsung, LG,
Blackberry, Microsoft
» Dedicated test team to test device compliancy
» Distribution via app stores and Service2Media’s
download service
» Automatic upgrade procedures
» Statistics across all mobile device types

27. M2Active quarantees
» Future-proof investment – portability to existing and emerging
mobile devices and OS’s, all supported from a single backend
» High quality user experience – maximum use of device
capabilities via advanced UI patterns, controls and graphics
» Fast to market – multiplatform applications from a single-source
» Maximum reach – both browser and application paradigms
» Proven services - enabling services (such as maps, payments,
location and content management) and off-the-shelve objects
» Resource savings – full run-time environment, saving development
and maintainance resources for mobile services
» Security –trusted by customers that guarantee security and privacy,
including retail banks, mobile operators and social networks
» Availability – built to provide the highest levels of availability and
performance

28. Some customer cases

29. Reference apps by sector
Media applications:
» Telegraaf – several mobile applications and mobile site for the largest newspaper in
The Netherlands (iPhone, J2ME, Windows, Android, BlackBerry, iPad)
» ADMC - The National and Al Ittihad (first Arabic app) – several mobile applications
» CNN Cities – several mobile applications, mobile site and web site (delivery Q3 2010)
for international deployment
» BuienRadar – mobile weather applications and mobile widgets, for the market
leading Dutch provider of online weather services
» Reed Elsevier – Scopus and Science Direct- iPhone apps
Financial Services applications:
» Rabobank CashMS Mobile Payments – several mobile applications for mobile cash
services with support for iPhone, Windows, Android, J2ME
» Rabobank Mobile Banking- several mobile applications for a feature-rich mobile
banking services for consumers with support for iPhone, Windows, Android, J2ME
» Interpolis (insurance) - damage claim (customer self service application)– iPhone
» Univé (insurance) - loyalty – several mobile applications and mobile site

30. Reference apps by sector - continued
Travel applications:
» Dutch Rail (NS) Travel Planner –mobile applicationsand mobile site designed to
provide travelers with real-time travel information and travel advice; delivered on
iPhone, Windows, J2ME, BlackBerry
Entertainment applications:
» Formula 1 – worldwide official Formula 1 app (live timings) – several mobile
applications and mobile site, including distribution and visualization of life race data;
delivered for iPhone, J2ME, BlackBerry and Android
» Sidaro Golf – cross device mobile application, mobile site and website; support for all
mainstream mobile platforms
Social network applications:
» Hyves (social network)– iPhone and J2ME mobile application for the largest Dutch
social community with over 10 million members.
» Royal KPN (mobile operator) – WhereIsWho location based app – mobile application
on J2ME, mobile site and web site
» Relatieplanet (dating) – several mobile applications, including iPhone and J2ME
» SonyEricsson – Hyves plugin on Android phones

31. Reference apps by sector - continued
City guides:
» Heineken – Amsterdam City Guide – several mobile applications, including J2ME
and BB
» ilocal (TomTom) – local search – mobile applications, mobile site
» Vocento: Bilbao City guide – mobile applications
Government:
» Abu Dhabi Health Authority: Breast Cancer Awareness app – iPhone app
Other:
» Microsoft – Several Windows 6.X apps and mobile portal
» LG – Android Top 10 mobile app store (across Europe)
» Vodafone – several Vodafone360 widgets.
» UPC Broadband, Liberty Global (cable operator) – EPG with remote bookings –
iPhone app and mobile site (5 countries)

32. De Telegraaf
» De Telegraaf is largest Dutch
newspaper and media company
» Growing array of online assets
(news, dating, etc)
» Service2media Telegraaf partner
for mobile
» Integrated Telegraaf content to
mobile browser, Java devices,
iPhone, Windows Mobile
» Real newspaper experience on the
mobile phone
» Available on all mobile platforms
including iPad

33. Dutch Railways Travel planner
» Public transport planner with
advanced user experience
» Location based: nearest
station automatically prompted
» Predictive text input: no need
to type, only select
» Notifications in case of delay
or abnormalities
» End-to-end planning, including
directory services
» Available on all mobile
platforms

34. Interpolis – Insurance company
» Car damage applications
» Electronic damage form
entering, including live pictures
» Business case is cost saving in
the back office of the insurance
company
– Higher quality of input
– No retyping of damage forms
» Developed for all major mobile
platforms

35. Reed Elsevier
» Mobile Application Partner for
Key Propositions:
– Scopus
– Science Direct
– JACC, Journal of the
American College of
Cardiology (iPad)

36. Rabobank – Mobile Banking
» Multiple mobile applications:
– Mobile Banking
– Mobile Virtual Wallet
– Split Bill Payment
» Available on iPhone, Windows,
Java and Android

37. Liberty Global – Managing your PVR
» For UPC we have developed the
mobile application for managing your
PVR (EPG, remote record)
» Developed for all platforms: iPhone,
Android, Blackberry, Symbian,
Windows (6 countries)

38. Questions