3o. Mobiletalk, Bloco 2

We have now more important information for you that is watching MobileTalk program The tablet sales reached 18 million units in 2010 out of 18 million embedded machines around the world last year the IPAD from Apple corresponded 83% of the sales according to the information of the IDC Institute the last trimester of 2010 were commercialized around 10.1 million tablets more than twice the total number of the third trimester USA, Europe and Asia excluding Japan were responsible for 89% of all tablets commercialized in the last trimester the study also includes the market of I-readers in the last year were sold 12.8 million digital readers in a while we talk about the success of Apple's IPAD2 We are back talking about the growth and development of new applications for smartphones tablets and computers with the Dr. Teacher Cristiana Mattos Assumpção from Bandeirantes School with Melissa Beltrão from Yahoo! and Martin Restrepo General Director of MobileMonday (Sao Paulo) Melissa, is there a business model for this market, what are the barriers of entry and exit of the application market and the application business? Well, I think it is an interesting point when we compare the big players of this market chain Apple, the operational system from Apple, Iphone and Ipad and Android the operational system Android, it brought an incredible democracy to this application world and developers simply you can develop any kind of application and make it available in the mobile store which the operational system is Android without any barriers, without a strict rule and on the other hand you have Apple that only make available determined, more strict a lot of applications are paid and a lot of people say that on the same time that you have a higher quality you don't have a total open but you have more quality and from Android side there is not lots of quality in this sense what is the secret for the user, for example, he can sell more application inside the application stores today, is there some formula of marketing? | What I use to say now talking a little bit well, how Yahoo! acts on this market, Yahoo! not only develops and get it's content to the Internet or develops specific contents for mobile and tablets but also commercializes publicity, commercializes media what we always say is that is not worth it to have an application you have to tell the world that you have an application you have to announce this application, on the social networks sponsoring games in the point of view of the advertising market, specially here in Brazil was even a curious thing, we saw a jump in the end of 2009 to 2010 from big brands that did not even have it's mobile site the version for the user to navigate and use the browser in the mobile they didn't have but they were already developing applications for IPAD and brands that have very popular services, as banks it is important to massify these products and important to have (yes) your mobile site have your application not only on tablets, but also in Android, Java any browser version that any type of handset can access, independently the operational system independent of anything else. You need to be very careful with that as well. Interesting, using the subject of massification Cristiana you believe that the mobile technology can be a facilitator for the digital inclusion? Do you think that the models of mobile technology will help in the eduction? Definitely, today we see the entrance of smaller mobiles with access even the more simple have applications that you can use has SMS, a basic camera, a calculator, you have a way to include the student even all social classes and the tablets are slowly entering being notebooks, being tablets programs, one computer per student so you see entering that the tablets came to bring another trend as, for example, when you travel, you travel with the student the tablet brings lot's more of mobility if you are with a netbook, for example, you have to carry it all clumsy with the screen and the keyboard and camera to take pictures with a tablet you go there take pictures, with one hand writes, so it came to enhance the access, there will be another type of interaction will open many more fields for us to work with the student Every day the mobile handsets changes in a way to include more technologies becoming more attractive and desired by the general public so our poll today is what is the handset of your dreams. Check out the opinion of the people in the streets and after that I want you all also to talk about the handset of your dreams Well, in fact the handset of my dreams I bought these days which is the LG Cookie, I bought these days, I bought because of the technology it offers bluetooth, Internet, all that I need Well, it could have, more than it normally has, which is facilitate so you can connect in the Internet and all and also see the person live as the Internet with the webcam A smartphone, for many different functions, WI-FI, navigate in the free internets it has MP3, radio AM and FM, television among other things for me the bluetooth, Wi-FI, also the Internet which is very important and the model as well, the cellular model, if it is pink it is very beautiful, interests me a lot That works on the subway (underground) in a restricted are, farm, beach because there are some that don't work This last comment was spectacular, a mobile that works This was spectacular. Before listening the comments from you all I would like to show here that Cristiana brought the IPAD 2. That, here. Close the camera here. It is the dream, I guess from everyone now it came out and we even have an article about it it has a camera here, that is a big differential it shows the camera in from and now you see the camera man and now back to my shirt and the cover as well, as they advertise when you close the cover and it turns off and on pesonalizable, with the color, as you can see it is feminine that is why I can't say that it is mine What is the handset of our dreams? Melissa what is the handset of your dreams? I rather say less about what is mine and more about my dream of the handset of the main public that users should have It is a handset with WI-FI, no doubt with a working WI-FI this is the basic because I think here it is the biggest difference, when Brazil has better structure with hotspots, obviously public access also for the internet, I think this is how this market will make a big difference from the point of view when we talk about massification we know where it is the big hold up here from point of view of user usability we know that data plans are still… they are much better I think the carriers woke up, they are more willing in making the smartphone to serve for Internet navigation therefore the prices are more accessibile Nice I think that lots of people talk on the article is more on the way of this with access, from the point of view of cost, to be much more easy much more than a mobile that can transmit, I don't know, a 3D reality, that sort of thing it is things much more simple and functional that needs to happen and theoretically already must already happen but didn't happen yet than a great mobile dream Okay, Martin, do you have a mobile of your dreams? One mobile that you dream with it? I see following the tendency, as what is it happening I see that the integration of sensors from a series of possibilities that I can do to measure my world, measure my context and the mobile also can be integrated with my day to day integrate my life, that can be sufficiently modulated or transformed to give one experience in every one of these moments of my life. Cristiana, tell me, without the IPAD2, that this dream you made it happen I made it happen What other mobile do you still dream? I think that we have been seeing the future tendencies that Microsoft releases Corning and many movies that we were discussing before Is the mobile that has accessibility You see the desires that I thought they were very interesting and clear People being connected, being able to use applications, the Internet a mobile that connects like that and I can put here that it talks to my other gadgets and it simply by touching it goes interacting, making all a connected technology and transparent where ever I am I take a part of it, for example, I get a part of it and take it on my pocket and goes to another interface place it there, reads my files, keep on working, which means one connectivity very intense, this will bring a lot of applications so we can explore as well Nice, well, my dream mobile is the latest mobile that was released my desire never ends, it is very impressive and it cost extremely high obviously. Well now that we are talking about applications we have one question from the audience that I want you to answer this subject Hello, my name is Caique, from São Paulo and I want to know what I need for an application to work well on my mobile? Memory I think it is the first thing, today, going a little back even to the matter of development from what applications are being available and in which way for the user, if an application is available on my mobile, Android, if I can reach it, it has very good chances to work well on my mobile otherwise it probably wouldn't be available, I will never get explaining to the users, to an application, it is very hard to get to an Android application for Iphone, that will never happen. So it starts from there, I don't know if you have anymore important tips Martin, do you have ... We have challenge from application and the diversity of operational systems that mobiles have this particularity with computers, the evolution was very different that also is closing to three main leaders in mobile displays comparing computers, we have Windows computers, Apple computers with mobile the evolution was very different, with great part of the Java in this segment and now with the entering of Android. dispositives for windows, dispositives for other types as well the operational systems have dispositives to run applications there is not only native applications but also web applications responding the audience question, the Appstores certificates and try to care that the application that is there has a compatibility with the dispositives The development generally, the applications they have this as an exigence of the stores that we call Appstores, Applications Stores they are really testing a big list of handset models there is not enough, obviously, being compatible with the operational system but it must be a good application, it will be tested in all handsets or a large some of handsets before it is available to the end user So I think that the big tip here is memory and buying from official stores that exists, the official application stores that are on the market. Well, I would like to thank you all for the presence in todays show thank you very much Martin for your presence, Cristiana also thank you for your participation and Melissa thank you very much for your contribution with us. Thank you for the opportunity in a while in the next part of the show we will talk with Ronaldo Fernendes about the news of the Mobile World Congress, one of the main Congresses about the mobile market that happens in Barcelona check it out in the nex part of MobileTalk.