1. Confidential ©Nokia 2008 Innovation and Monetization of Mobile Applications Sunil Rao Head of Forum Nokia -India

2. Confidential ©Nokia 2008 Edison

3. Confidential ©Nokia 2008 Bob Dylan

4. Confidential ©Nokia 2008 Van Gogh

5. Confidential ©Nokia 2008 Einstein

6. Confidential ©Nokia 2008

7. INNOVATION Inspiration Creates Innovation Understanding End to End View is a Must for Success How do you Create Environment for Innovation.

8. No Inspiration No Innovation

10. Get Ready for the Gig

12. The Act

14. AfterMath

15. Understand e2e-Consumer Experience It is not technology which is differentiator anymore Understanding of Facts, Feelings, Interactions, Problems of Consumers

16. Understand Consumer Engagement Sell Activate Engage Retain Enrich

17. Understand e2e Ecosystem Innovation is change in the Rules of the game not necessarily technology but change in Business Plan. Stakeholders Music labels Artists Copyright owners Publishers

18. Problems Demand innovation-Edison End to End Solution

19. Incremental Innovation

20. Motivated people Innovate-Environment for innovation Autonomy Sense of Purpose Establishing Mastery over a subject matter

21. Innovation in Mobile Space What is Desirable to the users? What is Possible with the technology? What is Viable in the marketplace?

22. Limitations … Screen size Memory Processing power Two important concerns… Advanced technologies- consumers want advanced technical gadgets Easy of use – Simple, Intuitive and Reliable

23. Examples for Mobile Apps with best interfaces: Facebook Mobile Opera Mini eBuddy

24. Beat MakerBookMyShow Examples for Mobile Apps with best interfaces:

25. Mobile Marketplace 4 billion people have a mobile phone globally; 1.3 billion are using a Nokia

26. Mobile Application Developers Just out of college F resh Ideas F resh enthusiasm for development L ack proper understanding of the market demands

27. Mobile Application Developers Have 8 to 10 years of industry experience and are well versed with the market demands Ideas may lack freshness Experienced Developers

28. * Mobile App, Total Retail Revenue ($m) Split by Onstore/Offstore 2008 - 2014 * Juniper Research Global value potential of app stores

29. Ovi Store

30. OVI stores

31. Ovi Store is the destination that empowers consumers to find the latest useful and relevant content – including everything from apps and games to social networking and videos. What Is Ovi Store Easiest way for consumers to discover the latest applications, games & more on Nokia devices. Personal and highly relevant local content readily available Global audience for content providers to effectively monetize their assets

32. Designed for Scale. Built to Sell. Global Availability 30 Languages Largest Range of Devices Local Relevance Payment Methods That Work for Consumers 180+ Countries 100+ Handset models can get Ovi Store content Content from 80 Countries and counting Including operator billing with 60 Operators

33. In 2009, globally approx 7 billion* total mobile app downloads. And 1.7M daily downloads 66 operators in 19 countries support integrated mobile billing with Ovi Store. On average, a Nokia user downloads at least 12 content items from the Ovi Store, and 8.5 per month per active user. Ovi Store offers you scale and reach Apps #1 free download

34.  Active user and number of downloads increased over 100%  Around 1.7 million downloads per day = 22 downloads/second  60% of daily visitors are repeat visitors  Average download activity: 12 content items per customer  Most prominent devices were all touch models: 5130 Express Music, 5800 express Music, 2700 Classic, E71, E63, N97 Mini, N97, N73  The top downloading countries from Ovi Store : India, Indonesia, Vietnam, China, Russia, UK, Turkey, Egypt, Saudi Arabia. How Consumers Are Responding As of June 2010

35. Apps categories downloads split

36. Number of users who downloaded apps Source Juniper Research Number of Mobile Users (m) who Download Mobile Apps.

37. Total Mobile app downloads by category Total Mobile App Downloads (m)

38. Retail Revenues by Category Total Mobile App Retail Revenues ($m)

39. We are dedicated to supporting third-party developers and publishers who bring locally relevant content to Nokia devices around the globe. Forum Nokia

40. Increase consumer awareness and boost demand. Leading platforms and Streamlined Development Development tools & services to shorten time to market. Forum Nokia Life Cycle Supporting Developers Through All Stages of the Application Life Cycle Lucrative business opportunities for mobile developers Lucrative business opportunities for mobile developers Comprehensive go-to-market support accelerates revenue growth.

41. What you can expect from Forum Nokia Sound your ideas to us and get a first hand feedback Technical feasibility and guidance to the right channels to access tools Guidance on publishing on OVI Any device specific opportunities which may arise Update from FN on all the developer conferences

42. At the Monetization Stage… Consider controlling distribution and use of your application at the beginning. Not only is it a good idea to be able to contact users for feedback, but incorporate it Promote your solution like crazy. Reach out to people working in the same technology circles as you. Eg. Feedback from Forum Nokia Champions Post messages on relevant blogs, blog about it yourself, build a project website, try and brand your solution. Make use of social networking tools such as Twitter and Facebook. Finally, build a community around the application, encourage users to join and share experiences, and to help each other. Communities are notoriously hard to build, but when they work they're worth it.

43. Confidential ©Nokia 2008 Thank You sunil.rao@nokia.com