mobile dev summit 2010 - sridhar ranganathan
TRANSCRIPT
05/03/2023 1
World’s Largest IndependentMobile Ad Network
Mobile Platform Wars:A Repeat of the PC Platform Battle of the 80’s?
Sridhar Ranganathan, VP Product Management
05/03/2023 2
Setting The Stage
Then Now
The 1980’s The 2010’s
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The Players
Then Now
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The Originator
Then Now
Invented the PC
Failed to Innovate
Lost market to Macintosh
Invented the Smartphone
Failed to Innovate
Lost market to iPhone
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The Innovator
Then Now
Game Changing UX
Kept System Closed
Lost Market to Microsoft
Game Changing UX
Kept System Closed
???
05/03/2023 6
The Dominator
Then Now
Late Comer to Market
Rapid Adoption ofOpen System
Total Market Domination
Late Comer to Market
Rapid Adoption ofOpen System
???
05/03/2023 7
What’s Different Now
Then Now
Retail ChannelControlled Distribution
Software Installed on Hard Drive
Steve Jobs NotCEO of Apple
Home ComputerGeeky Novelty
Different Players, Different Controllers
Software Lives in the Cloud
Steve Jobs CEO Apple
Mobile Phone Essential Tool
05/03/2023 8
What’s Same Now
Then Now
Enabler: OS
Creator: Software Product Companies
Consumer: People like us
Enabler: OS
Creator: Software App Companies
Consumer: Us
05/03/2023 9
What’s Same Now
Then Now
Creativity: To define new experiences
Control: To manage the experience lifecycle
Consumer: Sufficient base to harness
Monetization: Multiple ways to make money
Creativity: To define new experiences
Control: To manage the experience lifecycle
Consumer: Sufficient base to harness
Monetization: Multiple ways to make money
05/03/2023 10
What’s Different Now
Feature Phones Smart Phones
Opera
J2ME
Symbian
Operators enable Business Models
Chrome, Safari
WebKit
Symbian, iOS, Android
Platforms enable Business Models
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From a bipolar world in 80’s …
Desktop Phone
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… To a heterogeneous world now
Computers Mobiles
Desktop Laptop NetbookFeature Phones
Smart PhonesTablets
Millions
10’s of Millions
100’s of Millions
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Markets Today
Closed Market Open Markets
iTunes Storefront
iOS
Apple
Large, Consolidated user base
Many Markets
Symbian, Android, …
Many Makers
Segmented user bases
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iPhone Vs. Android Vs. Symbian
A multipolar space, a global footprint, young market and billions of consumers!!
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To summarize
• Mobile platform wars have just begun• The fight is being played out for
– Enabling value creation on the OS through Apps– Amassing a consumer base through distribution– Retaining consumers through better experience
05/03/2023 16
About Us: Global Ad Network
• 21.2 Billion impressions• 7 Offices• Live in 115 countries
• 185 Million Consumers reached• 150+ employees• 2000+ Advertisers
San Francisco
London
Johannesburg
Bangalore
Tokyo
Singapore
05/03/2023 17
A Selection of Partners
