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Mobile Apps in the

Marketplace

Mobile Apps in the Marketplace

Mobile Monday Michigan - January 2011 1


Mobile Apps in the

Marketplace

Putting the Mobile App Market in Perspective

• As of May 2010, more than 240,000 apps are available from 7 stores on 7 platforms (CTIA)

• In 2010, it is estimated that consumers spent $6.2 billion in mobile app stores worldwide to download more than 8 billion apps – 8 out of 10 of which are free (CTIA)

• 45% of developers plan to monetize their apps directly, in other words outside the app stores (Bango Analytics)

• Gartner forecasts the total app revenue will increase to nearly $30 billion by 2013 with over 21 billion downloads. The number of free or ad-funded apps will increase to 87%.



Mobile Apps in the

Marketplace

The App Marketplace as of June 2010


Average price for all paid apps

Apple $3.62

BlackBerry $8.26

Android $3.27

Ovi (Nokia) $3.47

Palm $2.53

Windows $6.99

App store size – total number of applications

Apple 150,998

Android 19,897

Ovi (Nokia) 6,118

BlackBerry 4,756

Palm 1,452

Windows 693

Source: Distimo – www.distimo.com

Other App stores

• Carrier-specific app stores

• 3rd party stores such as GetJar, Handango, etc.


Mobile Apps in the

Marketplace

What Types of Mobile Apps Are Being Used and in the Highest

Demand?



Mobile Apps in the

Marketplace

Top 20 Mobile Content Categories Among Active Users



Mobile Apps in the

Marketplace


How Phones Are Being Used

Comscore


Mobile Apps in the

Marketplace


Mobile Use Breakdowns by Age

Adobe Mobile Experience Survey, October 2010


Mobile Apps in the

Marketplace


Mobile Use Breakdowns by Gender

Adobe Mobile Experience Survey, October 2010


Mobile Apps in the

Marketplace

App Download Types by Operating System


NOTE:This chart was

prepared prior to

the growth of

Android phones

and the Android

App Store


Mobile Apps in the

Marketplace

Nielsen Reports on App Store Effectiveness

Top 10 Paid Apps / iPad (by Category)

• Games (62%)

• Books (54%)

• Music (50%)

• Shopping (45%)

• News / Headlines (45%)

• Celebrity & Entertainment News (44%)

• Location & Direction (42%)

• Movie Schedules / Tix Purchase (41%)

• Magazines (41%)

• Banking (39%)

Top Paid Apps / iPhone (by Brand)

• Nike+GPS run tracker (Health & Fitness)

• Martha Stewart’s “Martha’s Everyday Food: Fresh & Easy Recipes” (Lifestyles)

• Drudge Report (News)• Washington Post (News)• ESPN Radio (Sports)• ESPN Fantasy Football 2 (Sports)• Kayak Pro (Travel)• Weather Channel (Weather)

Mobile Monday Michigan - January 2011 10Nielsen: U.S. Top 10s and Trends for 2010


Mobile Apps in the

Marketplace

Nielsen Reports on App Store Effectiveness (cont’d)

Top FREE Apps / iPhone (by Brand)

• The Weather Channel• Facebook• Skype• Angry Birds• Words with Friends• UPS• PayPal• eBay• USA Today• Bing• Yelp


According to Nielsen,

“Free, functional

branded apps do better

in the App Store.”

Nielsen: U.S. Top 10s and Trends for 2010


Mobile Apps in the

Marketplace

What Do Consumer’s Think About Mobile Apps



Mobile Apps in the

Marketplace



Mobile Apps in the

Marketplace

More App vs. Mobile Web Statistics• In a recent Adobe study, 66% of respondents cited that they prefer the

mobile Web for accessing content compared to 34% who cited a preference for downloadable apps.

• Are mobile apps sustainable?

• Studies indicate a short life for mobile apps; lots of use right after download, then within several weeks they are abandoned


Questions


Mobile Apps in the

Marketplace

What Platform Should You be Building Apps For?



Mobile Apps in the

Marketplace

Device Penetration vs. App Availability


“One of the most telling clues about the speed of evolution of the new vs old platforms is

the great disparity between the device installed base and the number of available

apps for each platform. While Windows Phone, Symbian, Java and Flash have many

times the market penetration of Android, iPhone and BlackBerry, the number of apps

available tells a very different story.” – Mobile Developer Economic 2010


Mobile Apps in the

Marketplace


U.S. Phone & Operating System Comparison


Mobile Apps in the

Marketplace

Android Growth in 12 Months


NOTE:This study is from

March 2010, it is

estimated that studies

currently being

conducted will show

substantial Android

Growth


Mobile Apps in the

Marketplace

U.S. Mobile Audience Size by Phone Type



Mobile Apps in the

Marketplace

Mobile Media Consumption by Operating System



Mobile Apps in the

Marketplace

Marketing Mobile Apps



Mobile Apps in the

Marketplace

What Should You Know Before Developing an App

• Who is the target audience for your App

• How are you going to monetize your App (pay to download, in-App advertising, pay for enhanced version, etc.)

• What is the best way to reach your target audience to educate them about the availability of your app

• What percentage of the mobile marketplace you will reach on each mobile platform to aid you in determining which platform to build your App on



Mobile Apps in the

Marketplace

What Strategies Work Well to Market a Mobile App?

• Get your App into the platform App Stores, but don’t forget about the Operator App stores including the Sprint, Vodafone 360, Orange and Verizon’s Vcast as well as the independent App stores including: GetJar, Handango and Handmark & others

• Make your App available on your firm’s website, or make an App-specific website

• Set up search marketing campaigns through search providers such as Google, Yahoo! and Bing.

• Use social media to its full extent including Facebook, MySpace, LinkedIN and Twitter.


Your campaigns can point back to the app store for download or to your own website if

delivering to open platforms (i.e. not Apple iPhones). Take as much control of distribution

and promotion as possible, don’t rely on the overloaded app stores.


Mobile Apps in the

Marketplace

More App Marketing Strategies

• Leverage blogs and forums to help spread the word.

• Promote your Apps through mobile advertising networks with banner and text ads.

• Distribute a free App with limited functionality then use in-app billing to charge users to get the pro version.

• Charge to add more features or levels in a game.



Mobile Apps in the

Marketplace

Increase Your Visibility in the App Stores

• Pick a debut period to ensure your App goes live when customers are looking to download.

• New Apps will get added to the “new” or “recently added” list, which gives you a short period of added promotion. But given the speed at which new Apps are added, the benefit may not last long.

• You can try releasing frequent updates in an attempt to refresh your position.

• You can release versions or add-ons to boost your coverage in the store.



Mobile Apps in the

Marketplace


What is the Future of Mobile Apps?


Mobile Apps in the

Marketplace


Studies indicate:

• Many of the apps we see today are a result of brands and agencies jumping on the bandwagon and taking advantage of the current consumer focus on the App stores.

• As the volume of Apps increases, and the drive toward App stores declines, there will be a return to web content. Nokia, Google and many others are already predicting this and encouraging web-based Apps or widgets rather than complex native code that is dependent on platforms and versions.

The App vs. Mobile Web Debate


Mobile Apps in the

Marketplace


Industry experts indicate:

• The rapid growth of more capable smartphones looks set to continue, but there are likely to be limits to the growth in apps and the way they are distributed and discovered.

• A single app store with hundreds of thousands of apps is not good for the consumer or the developer.

• There is likely to be a more open market where developers can choose to publish via a standard app store, in one of many specialist app stores or directly from any number of websites, including their own.

• There will always be a place for apps – graphical, highly demanding apps such as 3D games, but just as we have seen on the PC, many apps are now being delivered as web apps – including productivity tools like Office products from Google and Microsoft or photo editing tools like Photoshop or Picasa.

The Future of Apps


Mobile Apps in the

Marketplace

Questions?

Contact me at:

[email protected]

[email protected]

[email protected]


mailto:[email protected]



Download - Mobile Apps in the Marketplace - files.meetup.comfiles.meetup.com/1698110/1-10-11 - Mobile Apps in... · Mobile Apps in the Marketplace Mobile Monday Michigan - January 2011 28 Industry

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