mobile trends and implications

1

Mobile trends, with selected implications for health-care

playersFordcastle, July 2011

1. Smartphone ubiquity2. Value chain turmoil3. Security enabler4. mCommerce5. SoMoLo (Social, Mobile, Local)6. Diagnostics7. Immersive Gaming8. Assistive devices

FORDCASTLEF © 2011

2

Mobile connectivity, increasingly with smart phones, is becoming a universal reality

Image: futureatlas.com/blog

Smar

tpho

ne

ubiq

uity

3

• Significant resources : Apps AND mobile web, Android AND iPhone

• Participation in standard setting bodies• Developer platform of choice• ‘Mobile first’ – Google• Personal diagnostic platform

Strategic relevance

Supporting

data

• Smart phone penetration to exceed feature phones in US in Q3 2011

• Gartner: 185bn app downloads by end 2014

• Mobile platform proliferation • HTML5 slowly emerges

Smartphone ubiquity

4

Industry consolidates and fragments as Internet dynamics drive the pace

Valu

e ch

ain

turm

oil

5

• Hard to call winners – broad range of strategic partners • Increased need for future-scanning• Openness towards early stage companies – what is the

VC-scanning process and early stage partnering process?

Strategic relevance

Supporting

data

• ATT / TMO merger –consolidation• Major uncertainties over RIM,

Nokia/MS• Rapid value creation with new

players• New tiered consumer biz models

emerging

Value chain turmoil

6

Mobiles are an increasingly important part of the security and authentication systems

Secu

rity

7

• New ways to identify customers• Security concerns over using mobiles for company

business• Awareness of fake mobile apps• New privacy and transparency models will be developed

Strategic relevance

Supporting

data

• Mobile key and remote monitoring (link)

• Facebook mobile authentication• Holiday Inn mobile door locks• Fingerprint detection on mobiles • DroidDream – first virus for Android

Security

8

Mobile advertising and marketing grows together with mobile-initiated commerce and payments

mCom

mer

ce

9

• Mobile represents new channels to market• Increased product transparency• Instant feedback and increased power of socially-driven

purchases• Out of mobile airtime, Facebook Credits, Bitcoin, Paypal

etc, which becomes the global online currency?

Strategic relevance

Supporting

data

• Mobile payments will rise to $670bn in 2015, from $240bn in 2011 (Juniper)

• RedLaser: Barcode comparisons• 100m VC investment to mobile

credit card gadget company Square • Schwab allows customers to

deposit checks with mobile phones

mCommerce

10

Services that embody Social, Mobile and Location find large scale consumer acceptance

SoM

oLo

11

• Location as new source of insight re customer data• Crowd sourced intelligence• Venues as new marketing partners

Strategic relevance

Supporting

data

• Checkins: FourSquare, Whrrl• Local music experiences: Spotify,

Shazam• Meet Twitter friends: Sonar

SoMoLo

12

Mobile device is increasingly used to diagnose medical treatment

Dia

gnos

tics Image: Catra, MIT Media Lab

13

• Emergence of non-invasive blood monitoring • Ability to do local analysis and monitoring• Interoperability with key mobile OSs (iOS, Android)• Instant feedback and readings

Strategic relevance

Supporting

data

• MIT Catra diagnoses cataracts• X-Prize for Tricorder – mobile

diagnostics• Lab on a chip technologies• Non-invasive blood analysis• Quantified Self – data based

analysis

Diagnostics

14

Mobile technology and augmented reality blends offline and online barriers

Imm

ersive

Gamin

g

15

• New game dynamics and psychological insights improve patient monitoring and adherence

• Potential use of augmented reality solutions for new medical diagnoses

Strategic relevance

Supporting

data

• Games largest segments of the $37bn predicted 2015 mobile app market (link)

• Xbox Kinect released API• Scvngr creating a game layer on

Internet• Game dynamics pervasvie

Immersive Gaming

16Devices as smart personal assistants

Assistiv

e

devi

ces

17

• Mobile device as home controller – media, AC, systems, monitoring

• Integration of health data into overall home solutions• Increasing reliance on mobile as repository of key

customer data

Strategic relevance

Supporting

data

• Increase in home automation• Increase in need for assistants –

mechanical and human• Sony Media Remote – media

controller• Tripit mobile – travel assistant

Assistive devices

18

Mobile hierarchy of needs

User-d

riven

focu

s ar

eas

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Mapping these trends to the hierarchy of needs

Smartphone ubiquity

Value Chain Turmoil

Security enabler

mCommerce

SoLoMo

Dianostics

Immersivegaming

Assistive devices

Business focused trend