1. Mobile in the UK Will it continue to grow?

2. Reading Room… 180 staff in 4 countries European Gold marketing award winners Forrester rated – top digital branding Marketing – marketing directors favourite digital agency

4. First Woman in Science and Technology Entrepreneur of the year EMEA Awarded by Blackberry for advancing women in technology

5. Living it

7. First things first: setting the scene

8. Did you know? There’s lots of demand: –UK Consumers spent £160m on apps last year –Over 800 million mobile apps downloaded

9. And there’s a big pot 35% of owners willing to shell out up to £10 for an app There’s a sweet spot right between Free and £5 :-) Smartphone owners are in prime segments: –Over half of middle and upper middle class consumers own a smartphone

10. BUT MOST APPS AREN’T FROM THE UK Let’s find out why…

11. Hollywood

12. The Valley

13. Crowd of people

16. Let me qualify that slightly: Actually, the UK is doing nicely. But the future isn’t here… NOT enough investment Limited maker culture (R&D)

18. LETS TAKE A HINT FROM SOMEWHERE ELSE…

19. Guess who?

20. China is now the second largest app market after the U.S

21. How do they do this? It’s at the heart of business: –China has the highest percentage (41%) of companies in the world that rank innovation as their top priority It’s part of a legislative long-term plan: –Become one of the world’s leading “innovation economies” –Focus on developing “indigenous” or “home-grown innovation”

22. Manufacturing is no longer the goal In 2004, China overtook the United States as world’s biggest supplier of information technology goods. China’s share in global R&D spending has increased from 9.1% to 12.3%, while the U.S. share has declined

23. China and Mobile

24. IDA Singapore - Call for Collaboration Stimulate the Retail, F&B, Hotels and Attractions sectors to increase productivity and profitability via mobile solutions Invited proposals to pilot and deploy innovative mobile solutions A sum of up to $15 million has been put together to support the successful proposals in the CFC.

25. Encourage and invest in platform and mobile technology projects: –Did you know the UK is only now trialling the 4G high-speed mobile internet bands, already launched in Russia, China and Japan? –Get ahead of the curve by investing in innovation –Encourage a maker culture, develop communities and help them grow –We are part-way there, the UK government is exceptionally progressive in terms of open data for the masses, products such as data.gov.uk are a step in the right direction –Open data sources are the prime mover for mobility applications – develop the data, and the apps will follow!

26. The Opportunity

27. To become competitive –The UK should be a conduit for developing for the Asian market –Know-how from a more advanced app market allow insights and know-how to be rapidly transferred and applied to evolving ones like India and China When Baidu was founded – the founder went to the US to find out how Yahoo had done it, this same rule applies to the app market

28. What could happen… Let’s take a look at channel 4: Channel 4 is legally required to commission all of its programming Anyone can tender for a program, even the guy in the basement (creepy) This encouraged an independent market to develop and thrive in the UK

32. At the moment, this means… UK will still grow, just much more slowly –Consolidation –Competition Asia will boom, but it will be different this time –Mobile instead of PC internet –Attitudes different –More INVESTMENT

33. Thanks!