Assessing the Competitiveness of the European Videogames Software industry
Mobile Games by Maarten Noyons
NCC Partners founder of the IMGA
Founder of PLAYGROUNDSIG Mobile Games of the EGDF
Who I am
o Maarten Noyons CEO of Noyons Content Consultancy (NCC)
o advises Media Companies, Content Houses, Operators, handset manufacturers and government organisations,
o creates the International Mobile Gaming Awards in 2004, the largest competition for Mobile Games in the World
o creates the Playground Open Source Development Platform and festival for Real World Games in Marseille, France
o With Erik Robertson heads the Special Interest Group Mobile Games of the European Game Developers Federation
Nokia, Snake1999 Gameloftin FusioMobivillagesARM, Gemplus (now Gemalto)Only European game developers in Jobs presentations (iPad: Labyrinth Illusion Labs, Kroll, Digital Legends)
Key figures of the Mobile Games Market,The key issues,Overview of the different paths to the consumer,Analysis,Recommendations and your questions
Installed BaseOperating Systems and PlatformsApp StoresTrends
Installed base, worldwide
Source: Screendigest, Gartner, GSMA
PC
Smartphones shipped as a percentage of all mobile phones worldwide (in Mln.)
Smartphones and handheld installed base
Smartphone market shares
J2ME SUN, now OracleBREW QualcommLinux Open SourceMaemo Nokia, Linux basedAndroid Google, multi-OEMBada Samsung, Linux basedWindows Mobile MicrosoftPalmOS PalmOS X (iPhone) AppleSymbian Symbian FoundationMeeGo Intel and NokiaRIM OS Research in Motion
RIM OSWindows Mobile
AndroidLinux
J2MESymbian
PalmOSBadaMeamo(MeeGo)
BREWOS X (iPhone)
‐
installed
base
+
Highly
Fragmented
Less
Fragmented
Global Smartphone OS Share
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010 2011 2012
Others
Palm
Linux Others
Microsoft
RIM
Android
Apple
Symbian
Source: Strategy
Analytics
In Q3 2011 we could start seeing the presence of MeeGo
and Bada
OS Global Market
Shares
‘99 ’00 ’01 ’02 ’07 ‘08‘08
Launch of Handango
Launch of Les Games by French MNO Orange
NTT DoCoMo's
iAppli
Store
BREW
launch in South Korea + roll out
Vodafone live !
Announcement of Joint Innovation Lab
Launch of the App Store
Launch of N-Gage store
‘09‘09
OEM Store launches
Ovi Store NokiaApp World BlackberryAndroid Market Various MNO’sPlay Now Sony EricssonSamsungApps SamsungShop for Apps MotorolaLG Application Store LG
‘09‘09
Operator Store launches
Vodafone 360 VodafoneApp Shop OrangeMMarket China MobileWeb2go T-Mobile USTIM Apps store TIM (Brasil)App Store AircelDigital Lounge Sprint
‘10‘10
And:
Intel App developer, Archos’ Appslib, AndAppStore,
Openmarket, Handster, the recent merger PocketGear
and
Handango, JavaAppStore
and new players to enter this year: Ebay, PayPal, Amazon, Yahoo.
OperatorStores
Off portalStores
SpecialistStores
SmartphoneStores
Limited distribution
Wide
Open
Proprietary
Limited distribution Wide
Open
Proprietary
Operator
StoresPocketGearStores
Handango
GetJar
AppStore
AndroidMarket
OVI Store
BREW
N-Gage
OEM AppStores
Source: Strategy Analytics
Revenue sharing for the 4 categories
Source: Strategy
Analytics
Revenue sharing for the App stores
Source: Strategy
Analytics
Source: Strategy
Analytics
Revenue sharing for Operator stores
App Stores: Volume Market Share first Half 2009
Annual applications : downloads / user
Pricing : free versus paid
Key Issues
ROI – revenue shareInnovationFragmentation related costsMarketingFinancing
o % of revenue share o Geographic spread of consumers
o Installed Base o Time to Market
o Fragmentation o Competition other apps.
o Price per App o Ease of Use for Consumer (search, ergonomics,..)
o Payment mechanism o Audience profiles
o Volumes of sales o Piracy and Policing
o Marketing
ROI of a App
Store
Real World Games4GTransmedia
Fragmentation Related Costs
There are affordable solutions in the market:
Ideaworks3D, Polarbit, Metismo, J2MEPolish, Mobile Sorcery, Celcius,Innaworks, Flexicore
Let’s start an Open Source Solution for the European Market.
o JIL, Joint Innovation Labo OMTP Bondi (Open Source standard for mobile web)
o Wholesale
Application Community (24 operators)
o LiMo
(10 operators) Mobile Linux Open Source consortium
o One API (GSMA)o Open Mobile Alliance (OMA)
The Fragmented Fight Against Fragmentation
Dialogue with the OperatorsCollaborative initiatives such as fragmentation solutions and PlaygroundPilot funding (Iphone launch path)Access to financing
Solutions
Interested? [email protected]
Marketing
More than 200.000 apps on the App store. Only 8% is making moneyIPhone is a great launch, but further distribution to other platforms will generate the ROI
