Confidential ©Nokia 2008

Innovation and Monetization of

Mobile Applications

Sunil Rao
Head of Forum Nokia -India
Confidential ©Nokia 2008

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Confidential ©Nokia 2008
 INNOVATION
• Inspiration Creates Innovation
• Understanding End to End View is a Must for Success
• How do you Create Environment for Innovation.
No Inspiration No Innovation
Get Ready for the Gig
The Act
AfterMath
 Understand e2e-Consumer Experience
• It is not technology which is differentiator anymore
• Understanding of Facts, Feelings, Interactions, Problems of
Consumers
 Understand Consumer Engagement

• Sell
• Activate
• Engage
• Retain
• Enrich
 Understand e2e Ecosystem
• Innovation is change in the Rules of the game not necessarily
technology but change in Business Plan.
• Stakeholders
• Music labels
• Artists
• Copyright owners
• Publishers
Problems Demand innovation-Edison

End to End Solution

Incremental Innovation
 Motivated people Innovate-Environment for
innovation
• Autonomy
• Sense of Purpose
• Establishing Mastery over a subject matter
Innovation in Mobile Space

What is Desirable to the

users?

What is Possible with What is Viable in the

the technology? marketplace?
Two important concerns…
• Advanced technologies- consumers want advanced
technical gadgets
• Easy of use – Simple, Intuitive and Reliable

Limitations…
• Screen size
• Memory
• Processing power
Examples for Mobile Apps with best interfaces:

Facebook Mobile eBuddy Opera Mini

Examples for Mobile Apps with best interfaces:

Beat Maker BookMyShow

Mobile Marketplace

4 billion people have a mobile phone globally;

1.3 billion are using a Nokia
Mobile Application Developers

Just out of college • Fresh Ideas

• Fresh enthusiasm for
development

• Lack proper
understanding of the
market demands
 Mobile Application Developers

Experienced Developers • Have 8 to 10 years of

industry experience and
are well versed with the
market demands

• Ideas may lack

freshness
Global value potential of
app stores

* Mobile App, Total Retail Revenue ($m) Split by Onstore/Offstore 2008 -

* Juniper 2014
Research
Ovi Store
OVI stores
What Is Ovi Store
•Ovi Store is the destination that empowers consumers to
find the latest useful and relevant content – including
everything from apps and games to social networking and
videos.

Easiest way for consumers to discover the latest

applications, games & more on Nokia devices.

Personal and highly relevant local content readily

available

Global audience for content providers to effectively

monetize their assets
Designed for Scale. Built to Sell.

Global Largest Local Payment

Availability Range of Relevance Methods That
Devices Work for
Consumers
Content Including
from operator
billing with

180+ 100+ 80
Countries 60
Countries and
counting Operators

30
Languages
Handset models
can get Ovi Store
content
Ovi Store offers you scale and reach
•In 2009, globally approx 7
billion* total mobile app Apps #1 free
downloads. And 1.7M daily download
downloads

On average, a
Nokia user
downloads at
least 12
content items from
66 operators in 19 the Ovi Store, and
8.5 per month
countries support per active user.
integrated mobile billing
with Ovi Store.
How Consumers Are Responding
As of June 2010
 Active user and number of downloads increased over 100%

 Around 1.7 million downloads per day = 22 downloads/second

 60% of daily visitors are repeat visitors

 Average download activity: 12 content items per customer

 Most prominent devices were all touch models: 5130 Express Music,
5800 express Music, 2700 Classic, E71, E63, N97 Mini, N97, N73
 The top downloading countries from Ovi Store : India, Indonesia,
Vietnam, China, Russia, UK, Turkey, Egypt, Saudi Arabia.
Apps categories downloads split
Number of users who downloaded apps

Source Juniper Research

Total Mobile app downloads by category
12000.0

10000.0

8000.0

Games
Lifestyle & Healthcare
6000.0 Education & Reference
Multimedia & Entertainment
Finance & Productivity
4000.0 Social Networking

2000.0

0.0
2008 2009 2010 2011 2012 2013 2014
Retail Revenues by Category
Forum Nokia

•We are dedicated to supporting third-party developers and

publishers who bring locally relevant content to Nokia devices
around the globe.
 Forum Nokia Life Cycle
Supporting Developers Through All Stages of the
Application Life Cycle
Increase consumer Leading platforms and
awareness and boost Streamlined
demand. Development

Lucrative
business
opportunities
for mobile
developers
Comprehensive Development
go-to-market tools & services
support accelerates to shorten time to
revenue growth. market.
 What you can expect from Forum Nokia

• Sound your ideas to us and get a first hand feedback

• Technical feasibility and guidance to the right channels to
access tools
• Guidance on publishing on OVI
• Any device specific opportunities which may arise
• Update from FN on all the developer conferences
 At the Monetization Stage…

• Consider controlling distribution and use of your application at

the beginning. Not only is it a good idea to be able to contact
users for feedback, but incorporate it
• Promote your solution like crazy.
• Reach out to people working in the same technology circles as you. Eg.
Feedback from Forum Nokia Champions
• Post messages on relevant blogs, blog about it yourself, build a project
website, try and brand your solution.
• Make use of social networking tools such as Twitter and Facebook.
• Finally, build a community around the application, encourage
users to join and share experiences, and to help each other.
Communities are notoriously hard to build, but when they work
they're worth it.
Confidential ©Nokia 2008

Thank You

sunil.rao@nokia.com