Kalle Snellman's presentation at Suhde2012 event in Helsinki, October 10, 2012 (partly in Finnish)

1. Mobiilitrendejä,
disruptioita ja
faktoja
Suhde 2012 –seminaari 10.10.2012
Kalle Snellman – Senior Strategist, IDEAN

2. We
work
with
passion
User
+
customer
experience,
interac6on
and
visual
design
&
front-­‐end
coding
60+
10+
100+
2000+
Experts
Years
Clients
Projects
AWARD
AWARD
The
most
innova6ve
company
in
Finland
2006 -­‐ Idean
selected
as
top
10
future
prize
(award
of
the
president
of
Finland).
growth
companies
in
Finland
2008.
AWARD
3
x
wins
in
2012
Grand
One
(Finnish
Design
compe66on):
Best
UX
&
mobile
design
+
The
Grand
Prix.

3. Our
competences
Idean
mosaic
of
knowledge
User/Customer
Experience
Analyst
&
Strategy
Interac6on
&
Front-­‐end
Prototyping
Design
&
Research
Visual
Design
Development

4. AGENDA
§ Disruptioita
§ Trendejä
§ Faktoja

5. Environmental change Virtual personality and presence Bio recognition Virtual protests M2M
Augmented reality Renewable energy Individualism Micro-blogging Green IT Social media
Digital distraction Cloud storage Verbal search Local food E-books Too much choices
User generated content Gesture based computing Hybrid cars Driverless cars Telepresence
3d teleconferences Personalized ads Shorter formats E-authentication Micro payments
Multiple careers Online financial planning Mobile payments Virtual currencies Global market
Shopping 2.0 GPS Fair trade Personalization
Network computers HD Trends & buzz Sustainability E-health
RFID
Green
Ageing
Security
Widgets
words Presence
Search
Real-time-web
Mobile banking
Mobile broadband 3D VoIP Mobile advertising Mobile web Location based services
App stores Ecosystems Multi-touch Tracking Vending Analytics Mobile ID M-Learning
Sensors Collaboration Signage Next gen mobile browsers Speech recognition Voice to text
HTML 5 Smart phone Innovation tools Mobile music Crowdsourcing Touch interfaces
Tablets Mobile UI PIM Government e-services Micropayments Near field Microblogging
Remote monitoring Cloud computing Re-regulation E-compass Source: Idean, 2011

6. Disruptioita - vuosilukuun mennessä marginalisoituvia asioita
2000 2010 2015 2020 +
NMT Lankapuhelin Eksyminen SMS Tekstihaku mobiililla Avaimet
C-kasei Kirjeen kirjoiaminen Data roaming (EU) GSM verkot Painetut koulukirjat Huoltoasema
Kirjoituskone ISDN Tallentava digiboksi Sähköposti Massamarkkinointi Propietary soware
Telex Puhelinlueelo Laite ilman yhteyä Pankkiautomaai Liikematka Kielitaito
Mustavalkotelevisio Dial-up CD / DVD / Blue Ray Pöytäkone Kassaneiti Salasana
Puhelinkioski WAP Erillinen mobiili-internet Tietokoneen hiiri Kirjakauppa Halpa lentäminen
LP-levy Mustavalkonäyö Konsolipeli kaupasta FM radio Prineri (paperille) Syvällinen ajaelu
Operaaoriportaali VHS Liitutaulu Postikonori Muut kuin IP-puhelut Paperi
Faksi Filmiteaeri ilman 3D:tä Sanomalehtijakelu Bloggaus Itse tehty
lääkärivaraus
Kuvaputkinäyö Ostoslista paperilla Broadcast TV WEB 2.0
TV-kanava
Soa pahvilaatikossa Videovuokraamo Oikeinkirjoitustaito Puhelinnumero
Käteinen
Soioääni Paperinen pääsylippu Ladaavat Bensakäyöinen auto
sovellukset Erillinen kaukosäädin
Tietosanakirja Paperilasku Serveri yrityksen
TV ohjelmakara tiloissa Kohdentamaton
Levykauppa Yhden TV:n kotitalous
sisältö
Manuaalinen Elektroniikan
Yhteen asiaan MP3-soitin
asiakaspalvelu vähiäisliike Puhelinvaihteen
Keskiyminen
Luokitellut työntekijä
sanomalehdessä Auto ilman Henkilötodistus
Pitkä työsuhde
paikannusta paperilla Mai Nykänen
PDA / otsikoissa
Kommunikaaori Laieen sisäinen
massamuisti
Yli 5 vuoa kestävä
laite
Lähde: Idean, 2012

7. Mobile content services market in
Finland 2011-2015 - report
Key findings

8. Key findings
Key phenomena and drivers in mobile space

9. Key findings
Mobile browsing booming
Weekly visitors for selected mobile sites (different browsers during the week)
625 362
Ilta-Sanomat Mobiili 517 934
Helsingin Sanomat Mobiili
Iltalehti Mobiili
394 392
MTV3 Mobiili
Kaleva Mobiili
Aamulehti Mobiili
276 796
184 000
142 000
74 000
66 000
6700 19 103
3700 16 109
56 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9
2010 2011 2012
Source: TNS-Gallup, Idean, 2012

10. Key findings
Total mobile services revenue in Finland 2008-2015 (M€)
45
Finnish publishers' app sales abroad
Domestic market
256 252 255 259 261
247
233 221
2008 2009 2010 2011 2012 2013 2014 2015
forecast forecast forecast forecast

11. Key findings
Total mobile services revenue by category in Finland 2008-2015 (M€)
2 4 10 Finnish publishers' app sales abroad
9 13 14 17 12
19 15
Application stores
69 69 70 70 21 20
68
62 25
Mobile marketing
53
46
Premium SMS
Premium rate calls
177 172 171 170 167
154 143
130
2008 2009 2010 2011 2012 2013 2014 2015
forecast forecast forecast forecast

12. Key findings
Installed base of feature phones, smartphones and tablet devices in
Finland 2010-2015 ('000)
5010
4836
4545
4402
4083
3556
2917
3444
2598
2455
2164
1991 Feature phones
Smartphones 1512
1077
Tablet devices
720
360
148
13
2010 2011 2012 2013 2014 2015
forecast forecast forecast forecast

13. Mobile applications market
Examples of published application download figures
Source: Service providers, Idean, 2012

14. Mobile applications market
Average number of applications in different countries
Source: Interview study commissioned and published by Google in Q1 2012, based on 1000 interviews in
each country. Data visualization by Idean.

15. Mobile device base
Smartphone penetration in selected countries
Source: Interview study commissioned and published by Google in Q1 2012, based on 1000 interviews in
each country. Data visualization by Idean.

16. Mobile device base
Installed base of smartphones by OS in selected countries in 2010
and 2011
Source: Finland’s statistics by Idean, 2012; other countries by ComScore, 2012

17. Kiitos, tack, Thank You
Kalle Snellman
Kalle.snellman@idean.com
040-731 5774