Mobile Games by Maarten Noyons NCC Partners founder of the IMGA Founder of PLAYGROUND SIG Mobile Games of the EGDF
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1 Assessing the Competitiveness of the European Videogames Software industry Mobile Games by Maarten Noyons NCC Partners founder of the IMGA Founder of PLAYGROUND SIG Mobile Games of the EGDF
2 Who I am o Maarten Noyons CEO of Noyons Content Consultancy (NCC) o advises Media Companies, Content Houses, Operators, handset manufacturers and government organisations, o creates the International Mobile Gaming Awards in 2004, the largest competition for Mobile Games in the World o creates the Playground Open Source Development Platform and festival for Real World Games in Marseille, France o With Erik Robertson heads the Special Interest Group Mobile Games of the European Game Developers Federation o mcnoyons@nccpartners.com
3 Nokia, Snake 1999 Gameloft in Fusio Mobivillages ARM, Gemplus (now Gemalto) Only European game developers in Jobs presentations (ipad: Labyrinth Illusion Labs, Kroll, Digital Legends)
4 Key figures of the Mobile Games Market, The key issues, Overview of the different paths to the consumer, Analysis, Recommendations and your questions
5 Installed Base Operating Systems and Platforms App Stores Trends
6 Installed base, worldwide PC Source: Screendigest, Gartner, GSMA
7 Smartphones shipped as a percentage of all mobile phones worldwide (in Mln.)
8 Smartphones and handheld installed base
9 Smartphone market shares
10 J2ME SUN, now Oracle BREW Qualcomm Linux Open Source Maemo Nokia, Linux based Android Google, multi-oem Bada Samsung, Linux based Windows Mobile Microsoft PalmOS Palm OS X (iphone) Apple Symbian Symbian Foundation MeeGo Intel and Nokia RIM OS Research in Motion
11 Highly Fragmented RIM OS Windows Mobile Android Linux J2ME Symbian installed base + PalmOS Bada Meamo (MeeGo) BREW OS X (iphone) Less Fragmented
12 OS Global Market Shares Global Smartphone OS Share 100% 80% 60% 40% 20% 0% Others Palm Linux Others Microsoft RIM Android Apple Symbian Source: Strategy Analytics In Q we could start seeing the presence of MeeGo and Bada
13 Launch of Les Games by French MNO Orange Launch of Handango Announcement of Joint Innovation Lab Vodafone live! NTT DoCoMo's iappli Store Launch of N-Gage store Launch of the App Store BREW launch in South Korea + roll out
14 09 OEM Store launches Ovi Store Nokia App World Blackberry Android Market Various MNO s Play Now Sony Ericsson SamsungApps Samsung Shop for Apps Motorola LG Application Store LG
15 09 Operator Store launches Vodafone 360 Vodafone App Shop Orange MMarket China Mobile Web2go T-Mobile US TIM Apps store TIM (Brasil) App Store Aircel Digital Lounge Sprint
16 10 And: Intel App developer, Archos Appslib, AndAppStore, Openmarket, Handster, the recent merger PocketGear and Handango, JavaAppStore and new players to enter this year: Ebay, PayPal, Amazon, Yahoo.
17 Open Operator Stores Off portal Stores Limited distribution Specialist Stores Wide Smartphone Stores Proprietary
18 Open GetJar Operator Stores PocketGear Stores Handango Limited distribution Wide OEM App Stores N-Gage Android Market OVI Store BREW App Store Source: Strategy Analytics Proprietary
19 Revenue sharing for the 4 categories Source: Strategy Analytics
20 Revenue sharing for the App stores Source: Strategy Analytics
21 Revenue sharing for Operator stores Source: Strategy Analytics
22
23 App Stores: Volume Market Share first Half 2009
24 Annual applications : downloads / user
25 Pricing : free versus paid
26 Key Issues ROI revenue share Innovation Fragmentation related costs Marketing Financing
27 ROI of a App Store o % of revenue share o Geographic spread of consumers o Installed Base o Time to Market o Fragmentation o Competition other apps. o Price per App o Ease of Use for Consumer (search, ergonomics,..) o Payment mechanism o Audience profiles o Volumes of sales o Piracy and Policing o Marketing
28 Real World Games 4G Transmedia
29 Fragmentation Related Costs There are affordable solutions in the market: Ideaworks3D, Polarbit, Metismo, J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore Let s start an Open Source Solution for the European Market.
30 The Fragmented Fight Against Fragmentation o JIL, Joint Innovation Lab o OMTP Bondi (Open Source standard for mobile web) o Wholesale Application Community (24 operators) o LiMo (10 operators) Mobile Linux Open Source consortium o One API (GSMA) o Open Mobile Alliance (OMA)
31 Solutions Dialogue with the Operators Collaborative initiatives such as fragmentation solutions and Playground Pilot funding (Iphone launch path) Access to financing Interested?
32 Marketing More than apps on the App store. Only 8% is making money IPhone is a great launch, but further distribution to other platforms will generate the ROI
33 How?
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