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1 KDDI R&A Mobile World Congress 2012 HTML5 KDDI Mobile World Congress MWC Fira de Barcelona GSMA MWC Google IT Samsung LG MWC Apple IT HTML5 HTML5 Apple Google IT MWC MWC Facebook HTML5 Facebook Apple Google Telefonica Mozilla Qualcomm OS Boot to Gecko GSMA Samsung LG Nokia HTC Microsoft Apple Facebook AT&T China Mobile Intel World Wide Web Consortium W3C Mozilla Telefonica Qualcomm Aurasma WAC Mobile World Congress MWC HTML5 HTML JavaScript Quad Core LTE iphone ios Android Windows Phone NFC M2M Internet of Things IOT Open Graph ringmark App Store Android Market Boot to Gecko AR OneAPI PAGE 1 of 12

2 Title Mobile World Congress 2012: Cross-platform Strategies Based on HTML5 Receive Significant Attention. Author Abstract Masakazu Kobayashi (Research Fellow, KDDI Research Institute) Mobile World Congress (MWC) 2012, the mobile technologies and products industry's largest convention, was, once again, held at Fira de Barcelona in Spain between February 27th and March 1st. According to the event organizing body GSMA, with nearly 70,000 people through its doors, this year saw record attendance at the event. In recent years the U.S. and European mobile carriers, the original founders of the MWC, have been overshadowed by IT companies from the US, such as Google, and the major Korean electronics manufacturers Samsung and LG. However, this year saw a resurgence of the carriers as they try to regain their influence within the industry. This is shaping up as an epic tug of war between the mobile carriers and the mobile technology companies, including Apple, which, as always, chose not participate in MWC Some emerging trends related to the next web standard, the so-called HTML5, are shaping up as the critical area of competition between the key actors in the industry. The mobile carriers, backed by a cross-platform strategy based upon HTML5, are now trying recover the initiative within the mobile industry's platform business, which has been dominated by IT companies such as Apple and Google in recent years. This trend was obvious in some of the most high profile announcements and product launches at this year's event. Most prominent was Facebook, attending MWC for the first time this year, announcing their plan to distribute web applications based on HTML5, and highlighting their growing global network of alliances with mobile carriers, including those from Japan. This development was widely interpreted as the mobile carriers allying with Facebook as a way to compete with Apple and Google for control of the platform business. Telefonica, one of Europe's largest mobile carriers, also made a noteworthy HTML 5-related contribution, whereby they demonstrated their new web browser, dubbed Boot to Gecko, developed by Mozilla in alliance with Qualcomm, and pre-installed on new smartphones scheduled for sale under the Telefonica banner this year. Boot to Gecko, built with JavaScript and based on HTML5, is a new kind of browser that is closely tied to the Linux kernel, and therefore can almost be considered a new kind of operating system. These developments clearly show the determination of the mobile carriers to capitalize on a cross-platform strategy based on HTML5 in order to compete with Apple and Google. Keyword Mobile World Congress MWC HTML5 HTML JavaScript Smartphone Tablet Quad Core LTE iphone ios Android Windows Phone NFC M2M Internet of Things IOT Open Graph ringmark App Store Google Play Boot to Gecko AR OneAPI Cross-Platform Strategy Region World PAGE 2 of 12

3 IT MWC MWC LTE Samsung Galaxy Note 10.1 LG Quad Core LTE Optimus 4X 5 Optimus Vu LG Quad Core Optimus 4X 2 LG 5 Optimus Vu MWC CEO 3 CEO OS PAGE 3 of 12

4 3 2 Nokia S. Elop 3 HTC P. Chou Nokia CEO Stephan Elop MWC2012 Nokia HTC CEO Peter Chou MWC2012 HTC One 1600 UX Nokia Elop HTC Chou 2 CEO OS Microsoft Windows Phone ios Android 3 Microsoft Nokia Elop Windows Phone Chou HTC Samsung OS Android Android Samsung HTC Windows Phone Microsoft Apple Google MWC 100 Euro Challenge MS MWC PAGE 4 of 12

5 iphone Android Windows Phone Windows Phone 100 Euro Microsoft 4 Windows Phone Microsoft Windows Phone Nokia Lumia AT&T Microsoft Nokia 4 Microsoft MWC2012 Windows Phone iphone Android 2 Android Android 5 PAGE 5 of 12

6 5 Android Android Google MWC Eric Schmidt Android Google Schmidt Android 100 Android Schmidt PAGE 6 of 12

7 Feature Phone Android Schmidt Android Android Facebook MWC CEO AT&T Ralph de Vega LTE NFC M2M Internet of Things China Mobile Li Yue OS MWC Facebook Bret Taylor Facebook 7 7 Facebook CTO Bret Taylor Taylor HTML5 iphone Android 3 PAGE 7 of 12

8 Facebook 3 Open Graph HTML5 W3C World Wide Web Consortium ringmark KDDI Facebook HTML5 Apple Google Apple App Store Google Android Market OS HTML5 OS Apple Google Facebook 8 Google Facebook Intel Nokia MWC HTML5 8 8 Intel Intel AppUp HTML5 PAGE 8 of 12

9 HTML5 OS Boot to Gecko Firefox Mozilla OS Boot to Gecko 9 MWS Boot to Gecko Samsung Android Mozilla Android Boot to Gecko 9 Boot to Gecko HTML JavaScript Boot to Gecko OS Linux HTML5 HTML JavaScript Boot to Gecko Telefonica Boot to Gecko 2012 Telefonica Mozilla Qualcomm 3 Boot to Gecko Mozilla Joe Stagner Boot to Gecko Boot to Gecko HTML5 CPU 600MHz IT Aurasma AR Augmented Reality HTML5 Twitter Facebook 10 PAGE 9 of 12

10 10 Aurasma AR Twitter vodafone verizon WAC Wholesale Applications Community OneAPI Apple Google IT MWC HTML5 WAC 11 WAC 12 OneAPI API PAGE 10 of 12

11 GREE MWC 13 NTT NEC GREE 14 Apple Google IT MWC Facebook HTML5 Apple Google IT PAGE 11 of 12

12 KDDI IT HTML5 PHP PAGE 12 of 12

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