Smartphone and Tablet Gaming 2011 – SWOT-Analysis of the “Smart” Mobile Gaming Platforms Michael Schade, CEO & Co-Founder FISHLABS Entertainment GmbH Casual Connect 2011, Hamburg, February 8, 2010

J2ME 3D GAMES PORTFOLIO SONY ERICSSON

40 MIO iPHONE GAME DOWNLOADS

EVOLUTION IN MOBILE GAMING

INSTALL BASE 2010 *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

INSTALL BASE 2011 *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

COMPETITION TOTAL *Devices with iPhone specs or better Source: Wikipedia, ComScore, Distima, Pocketgamer

COMPETITION WEIGHTED *Devices with iPhone specs or better Source: Wikipedia, ComScore, DFC, Gartner, Nokia, Samsung, Microsoft

INDIES DOMINATE ON THE APP STORE Source: Distimo Report, Full Year 2010

INDIES DOMINATE ON ANDROID MARKET Source: Distimo Report, Full Year 2010

INDIES POPULAR ON OVI Source: Distimo Report, Full Year 2010

BRANDS DOMINATE ON WINDOWS PHONE 7 Source: Distimo Report, Full Year 2010

 Apple iOS  Large install base  Very solid app store but no MNO billing  Some fragmentation  Some piracy  Huge competition  Casual heavy on freemium  Hardcore and brands heavy on premium  Heavy price pressure  Google Android  Large install base  Improved app store with MNO billing  Heavy fragmentation  Heavy piracy  Strong competition but low quality  OEMs and MNO app stores  Heavy price pressure SWOT ANALYSIS  Nokia Symbian^3  Small install base  Improved app store with MNO billing  Very little fragmentation  Heavy piracy  Some competition  Casual heavy on freemium  Hardcore and brands heavy on premium  Nokia committed to drive DLs  Windows Phone 7  Small install base  Solid app store  Little fragmentation  Little piracy  Some competition  Premium category  Cross platform

TABLET VS. SMARTPHONE Split by device split since

TABLET VS. SMARTPHONE Split by device split since

 What business?  Premium  Try&buy  Freemium  Ad-funded  What platform?  iOS  Android  Symbian^3  Windows Phone 7  MeeGo  Bada  What engine?  AirPlay  Unity  Unreal  In-house KEY CONSIDERATIONS

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