Mobile media and social networks; are they a major issue for publishers, producers and big brands? What changes can they cause in media consumption, business models, and the balance between the major players? Are mobile and social networks two distinct dimensions of the same revolution? Is this the continuation of the internet revolution? What global ecosystem will arise from the development of these networks and what mergers/competitions will emerge with traditional media and notably television?

iOS, Androïd, Windows Phone7, Symbian, Blackberry OS, Bada...: market share and major strategic options for the different environments.

• Level of openness and economic models.
• Available technology and compatibility.

What are its uses?

• Equipment by country/geographic zones (Europe, USA, Asia)
• Type and frequency of use
• Percentage of users who have made a purchase on a mobile phone (applications or goods and services)
• User characteristics: age, sex, income

Mobile application typology

• Practical applications
• Game applications
• Community and social applications (Foursquare etc)
• Free v paid applications
• Media access providers
• Brand related applications
• Downloading videos or music

Revenue by type of applications

• Games
• Day to day
• Utilities

Are we witnessing the birth of a new ecosystem, comprising innovative models, companies, and 100% mobile brands, which will have a predominant position in the mobile media, like Google, Amazon and Facebook on the Web?

Who are these mobile entrepreneurs?
Are they individual entrepreneurs, game creators, Web entrepreneurs, CEOs, or professionals who previously worked for operators, software publishers and animation studios? Is leadership becoming centralized in a particular region: Asia, Europe, California?

What are the characteristics and benefits that enable the mobile to differentiate itself from the fixed Internet and produce its own leaders?

• Instant availability thanks to flash memory and always having the terminal at hand.
• Geolocation
• The fun angle: the mobile isn’t a work tool, or a professional environment, it’s 100% leisure the exact opposite of a PC

Which applications are successful worldwide?
Why are they so successful? What is their economic model and what revenue do they generate?

Conclusion: Who will tomorrow’s mobile leaders be?

How do users get onto a mobile site? Do they use rating applications (stores) and, if so, which ones? Is store rating replacing searching and is this set to last? Will searching be as strong on the mobile as it is on the web? Who will the predominant players be: traditional search engines (Google, Yahoo!, etc.), operating systems (iOS, Androïd, Windows Phone7, Symbian, Blackberry OS, Bada, ...), or even operators? What is and will be the economic model for mobile search and ratings: pay-for-position, keywords, links?

What are the techniques which will improve search ranking? Marketing/commerce techniques such as, Buzz, word of mouth, mobile publicity? Online/offline publicity, PR... The tricky techniques: buying placement in official catalogue, entries in unofficial catalogues, offering paid applications for free over a limited period.

The power of microprocessors, display speed, flash memory, standard video, 4G... What are the real influences of technology in the success of smartphones and tablets? Technology reviews, what will come to revolutionise telecommunications and final performance in the next five years?

For nearly 30 years now, Windows has had an almost all-out monopoly on microcomputing. The success of tablets could well put an end to a situation that was never really an inconvenience. The monopoly of OSs isn’t the same in the case of smartphones (new uses, limited user-friendliness…) or tablets (environment that is potentially comparable to using a PC). If tablets are successful, this will mean a boost for the mobile environment, and the constraints that go with it, over the Windows environment. On the one hand, a monopoly would be replaced by a duopoly but, on the other, creative freedom and economic independence would end up being subjected to infinitely more stringent conditions. What is the position with regard to smartphones, tablets and other mobile environments, and to what extent do these encroach on fixed telecoms?

• A presentation of the latest market innovations.

 

A review of paid applications that are successful in terms of use and profitability. Are these practical applications, professional or consumer software programmes, offline media mobile sites, multi-user games, or other types of software? Why are these applications so successful? Is it possible to define a set of standard criteria for success? What is the average price and the total revenue generated?

What makes a user agree to pay for an application? Because the application is unique, essential and no free alternatives are available? Is there a standard paid-application model and a standard free-application model?

How can an app be advertised directly on a mobile platform? Do you have to pay to feature in the rating? How effective is web advertising, or offline ads that are starting to make headway in major towns and cities and in Metro/Underground stations? Push techniques, such as SMS, MMS, stores?

What is the business model for a mobile application?

Which applications (rate of use, user typology, generated revenue, etc.)? Everyone is familiar with Farmville, but apart from games and Zynga, what other successful applications are there? How many applications does Facebook host and what is their breakdown by number of users (decile scale)?

What is the reality of the mobile social web? How can Facebook, an integrated development environment, find its way onto Android or iOS, which are different integrated development environments unlikely to accept any form of private subdomain? What sort of world will the merger of the Facebook and mobile universes create?

GBS Bindra, having worked for more than twenty years in innovation, is one of the globe's leading innovators, designing and creating new products and technologies that have helped keep Logica as a worldwide leader in technology development.

 Within his role as the Global Director of Innovation at Logica, GBS is responsible for inspiring and driving Logica's innovation initiatives, aligning these developments with the strategic goals of the company, while working in close proximity with the executive committee.

GBS will share his expertise regarding the technology which will shape and drive the future mobile ecosystem, and the potential and impact that these advancements will have on the marketplace.  

• Which worlds, formats, stories and characters are the most successful when they are adapted for mobile?
• Games, films or TV series?
• Which economic models are used for these adaptations? What is the turnover for rights holders? For producers?

The revenue-sharing model is a good way to get started in the mobile business without having to allocate a substantial budget for it, recruit a dedicated team, or commit to structural expenditure, at a time when no return-on-investment model has yet proved its worth.

What are the principles of revenue sharing?
Which operators are involved in producing applications? What percentage of expenditure is covered: in full or in part only? What content (videos, games, sports, entertainment, news) and which billing models are best suited to revenue sharing? Micropayment? Premium-rate SMS or MMS? Microbilling systems “Wap Billing Carrier”? What prices are normally charged for this content (average price, top price)?

Example of revenue-sharing applications

• Type of product/content/service
• Tariffs and payment method
• Key to revenue sharing and percentage of production costs borne by the co-producer
• Long-term commitment by producer/rights holder
• Who owns the generated user database?

• Games
• Widgets
• Practical apps (battery optimisation, positioning, time…)
• Sports apps
• News apps
• Music apps
• Film, TV series and programme apps