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Mobile Internet Matters
Justin Lee
In fact,




      80%       has internet   capability
                by 2008.
Source: IDC
What is
Mobile Internet Service?
Download Games

  Banking       Instant Message    Voting


         Surf Internet                    News
Email

        Video    Location based service
        Download Music       Voice Over IP
           Social Network       Maps
                    Mobile TV
Why
Mobile Internet Matters?
More than 50%
             of world population will
             have mobile phone by
             end of year.
Source: UN
30 countries
   exceeded 100% mobile
   phone penetration.
Source: Experian
Worldwide shipments of
      mobile Phone growth rate per annual

                   2001-2007



     20%
                                           2007-2012
                                           5.8%

Source: IBM Institute for Business Value
Average selling price


                    -7%                    per year
                                           since 2002

Source: IBM Institute for Business Value
Mobile ARPU
                                   of USA are dec
                                                     lining
                                                           .
    $60



    $45



    $30



    $15



     $0
       2002       2003   2004   2005   2006   2007      2008

Source: Chetan Sharma
Talk
   less
Voice revenues
    $60
                                         are d
                                                 eclinin
                                                        g.
    $45



    $30



    $15



     $0
       2002       2003   2004   2005   2006      2007   2008

Source: Chetan Sharma
What stops user
       from using mobile internet?
                                                         50%
                 Find it expensive

                                                   40%
               Connection is slow

                                                  37%
          Don’t find it convenient

                                            17%
      Tried but don’t find it useful

                                            16%
                       Never tried

                                       8%
              Don’t know about it




Source: IBM Institute for Business Value
Time based pricing
0.4 NTD / minutes

or volume based pricing
     0.005 NTD / per packet

to flat rate data tariff
     850 NTD / per month
What stops user
       from using mobile internet?
                                                         50%
                 Find it expensive

                                                   40%
               Connection is slow

                                                  37%
          Don’t find it convenient

                                            17%
      Tried but don’t find it useful

                                            16%
                       Never tried

                                       8%
              Don’t know about it




Source: IBM Institute for Business Value
3.5G is speedy!
                                    43 seconds
               14K
       WAP

                64K
        PHS

                 114K
 GPRS (2.5G)

                      237K
EDGE (2.75G)

                             384!
WCDMA (3G)

                                                 1440K
HSDPA (3.5G)
What stops user
       from using mobile internet?
                                                         50%
                 Find it expensive

                                                   40%
               Connection is slow

                                                  37%
          Don’t find it convenient

                                            17%
      Tried but don’t find it useful

                                            16%
                       Never tried

                                       8%
              Don’t know about it




Source: IBM Institute for Business Value
Screen size
                           is getting bigger.
                                              240x320




                                            172x208/220


                                            128x128/160



                    2005   2006      2007               2008


Source: Sender 11
Touch screen phone
                         growth over 230% this year!

                                             9.6M




                                     4.2M




                                      2007   2008


Source: New York Times
Better
 internet experience
Better
 internet experience
What stops user
       from using mobile internet?
                                                         50%
                 Find it expensive

                                                   40%
               Connection is slow

                                                  37%
          Don’t find it convenient

                                            17%
      Tried but don’t find it useful

                                            16%
                       Never tried

                                       8%
              Don’t know about it




Source: IBM Institute for Business Value
More
            Useful Application
                                           10202 apps
                                                   on the App store!




          May     Jun   Jul   Aug    Sep     Oct   Nov
                              2008
Source: 148Apps
What stops user
       from using mobile internet?
                                                         50%
                 Find it expensive

                                                   40%
               Connection is slow

                                                  37%
          Don’t find it convenient

                                            17%
      Tried but don’t find it useful

                                            16%
                       Never tried

                                       8%
              Don’t know about it




Source: IBM Institute for Business Value
e
                or
           ay
             m
      Pl
       e
     or
rfm
Su

                        e
                      or
                nm
           te
     Lis
Mobile internet service is


       Useful!
g.
                                                       in
                                                     ow
   $10
                                                   gr
             Data revenues                    re
                                             a
    $8



    $5



    $3



    $0
      2002       2003   2004   2005   2006     2007       2008

Source: Chetan Sharma
Players Types at 2G Era

                                                   Customer




                         Mobile       Competitor




                                                              Competitor
                                                    Mobile
                         Device                                            Operator
                        50%                                                    50%
                                                   Services
                         Makers



                                                   Partners




Source: IBM Institute for Business Value
3G open the door to
Internet Service Provider
Players Types at 3G Era
                                          Mobile
                                           33%
                                          Device
                                          Makers
                                                                      Customer
                                             Competitor
                          Partners                                Partners

                                              Mobile
                                             Internet
                                 Co




                                                               r
                                             Services




                                                                  o
                                                             etit
                                    m




                        Internet
                                     pe




                                                          mp
                                     tito




                        Service                                   Operator
                                                          Co
                                         r




                       33%                                           33%
                       Providers
                                             Partners




Source: IBM Analysis
Challenges
  to Mobile Device Maker
Competition


     Mobile
    Internet
Content and service
              packaging
User Experience
User Experience
Business relationships
       and channel conflicts
Business model
      transformation
Thank You!

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Mobile Internet Matters

  • 2. In fact, 80% has internet capability by 2008. Source: IDC
  • 4. Download Games Banking Instant Message Voting Surf Internet News Email Video Location based service Download Music Voice Over IP Social Network Maps Mobile TV
  • 6. More than 50% of world population will have mobile phone by end of year. Source: UN
  • 7. 30 countries exceeded 100% mobile phone penetration. Source: Experian
  • 8. Worldwide shipments of mobile Phone growth rate per annual 2001-2007 20% 2007-2012 5.8% Source: IBM Institute for Business Value
  • 9. Average selling price -7% per year since 2002 Source: IBM Institute for Business Value
  • 10. Mobile ARPU of USA are dec lining . $60 $45 $30 $15 $0 2002 2003 2004 2005 2006 2007 2008 Source: Chetan Sharma
  • 11. Talk less
  • 12. Voice revenues $60 are d eclinin g. $45 $30 $15 $0 2002 2003 2004 2005 2006 2007 2008 Source: Chetan Sharma
  • 13. What stops user from using mobile internet? 50% Find it expensive 40% Connection is slow 37% Don’t find it convenient 17% Tried but don’t find it useful 16% Never tried 8% Don’t know about it Source: IBM Institute for Business Value
  • 14. Time based pricing 0.4 NTD / minutes or volume based pricing 0.005 NTD / per packet to flat rate data tariff 850 NTD / per month
  • 15. What stops user from using mobile internet? 50% Find it expensive 40% Connection is slow 37% Don’t find it convenient 17% Tried but don’t find it useful 16% Never tried 8% Don’t know about it Source: IBM Institute for Business Value
  • 16. 3.5G is speedy! 43 seconds 14K WAP 64K PHS 114K GPRS (2.5G) 237K EDGE (2.75G) 384! WCDMA (3G) 1440K HSDPA (3.5G)
  • 17. What stops user from using mobile internet? 50% Find it expensive 40% Connection is slow 37% Don’t find it convenient 17% Tried but don’t find it useful 16% Never tried 8% Don’t know about it Source: IBM Institute for Business Value
  • 18. Screen size is getting bigger. 240x320 172x208/220 128x128/160 2005 2006 2007 2008 Source: Sender 11
  • 19. Touch screen phone growth over 230% this year! 9.6M 4.2M 2007 2008 Source: New York Times
  • 22. What stops user from using mobile internet? 50% Find it expensive 40% Connection is slow 37% Don’t find it convenient 17% Tried but don’t find it useful 16% Never tried 8% Don’t know about it Source: IBM Institute for Business Value
  • 23. More Useful Application 10202 apps on the App store! May Jun Jul Aug Sep Oct Nov 2008 Source: 148Apps
  • 24. What stops user from using mobile internet? 50% Find it expensive 40% Connection is slow 37% Don’t find it convenient 17% Tried but don’t find it useful 16% Never tried 8% Don’t know about it Source: IBM Institute for Business Value
  • 25. e or ay m Pl e or rfm Su e or nm te Lis
  • 27. g. in ow $10 gr Data revenues re a $8 $5 $3 $0 2002 2003 2004 2005 2006 2007 2008 Source: Chetan Sharma
  • 28. Players Types at 2G Era Customer Mobile Competitor Competitor Mobile Device Operator 50% 50% Services Makers Partners Source: IBM Institute for Business Value
  • 29. 3G open the door to Internet Service Provider
  • 30. Players Types at 3G Era Mobile 33% Device Makers Customer Competitor Partners Partners Mobile Internet Co r Services o etit m Internet pe mp tito Service Operator Co r 33% 33% Providers Partners Source: IBM Analysis
  • 31. Challenges to Mobile Device Maker
  • 32. Competition Mobile Internet
  • 33. Content and service packaging
  • 36. Business relationships and channel conflicts
  • 37. Business model transformation