1. Opportunity Beyond Ring tones in Mobile Applications Ecosystem Deepak Mittal

2. Landscape Apple Twitter Location Cloud Touch Gmail App Stores Widgets Intelligent Customer Interactions Facebook Internet Access RIM Smartphone Wii 3G Voice Context Search TV Edge Prepaid Coupons Messenger Android HTC Motorola Content Tablet

3. Successful Apps Ingredients Location Cloud Intelligent Customer Interactions Internet Access Voice Context TV Android Content Tablet

4. Takeaways P2P/Collaboration Apps & Tools & Gaming Voice will be an Application Analytics –Content Recommendations, Delivery and Discovery Content and Context Augmented Reality Primary Launch Medium / Mainstream Medium Leverage New Mobility Dimensions, Conjunction opens tremendous use cases –Accelerometer, Inclinometer –GPS –Improved Computation/Bandwidth

5. Examples Contextual –Apps replacing search engines Search Apps for Music, Books, Holidays etc. Search is discovery –Extension of Experience – TV, Radio, Office, Home Simplify Life, Optimize Business –Transactions at click of a button – Health – Automate – Drop the companion

6. Enterprise Apps From Develop, Deploy & Monetize To Build, Integrate & Customize Benefits –Lower Costs for Mobile Work Force –Improve Productivity –Speed of Execution –Ease of Access –Accuracy of Information

7. Platform, App Middleware, Enabler –Commerce Enabler, In-App Purchase –Aggregator –Trust / Loyalty, Prepaid –Network Integrated, Partner with Telcos –Analytics/Customer Profiling – Accuracy of targeting –Open Source? Creativity –Content / Real Time Content Ease of Discovery –* to Copy –Farmville Neighbour request User Experience and Interface –Intent of Use not just ease of use, Device Like Value Creation

8. Emerging Business Models Pay Per Download / Subscription Virtual currency / Virtual Goods – Easy adoption Cross Sell Opt-in to collect Profiling Information Free Standard Usage, Premium Pay Per Use (Up-sell) Micro Payments – VISA++ Operator Revenue Share (India), Operator Endorsed, OEM Endorsed and Pre Bundled Branding/Contest/Launch

9. Thank you Deepak Mittal deepak.mittal@one97.net