Transcript
Page 1: Mobile Apps - tactic or strategy?

Apps – Tactic or Strategy?

Simon Andrews

Page 2: Mobile Apps - tactic or strategy?

Mary Meeker – Morgan Stanley – April 2010

“Rapid Ramp of Mobile Internet usage will be a boon

to consumers &some companies will likely win

big (potentially very big)while many will wonder what

just happened”

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Mobile to evolve like online?

“ OK we need a website ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

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Mobile to evolve like online?

“ OK we need a website ”

“ We need traffic – lets

advertise online ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

Page 5: Mobile Apps - tactic or strategy?

Mobile to evolve like online?

“ OK we need a website ”

“ We need traffic – lets

advertise online ”

“ We need to be strategic about

online ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

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Businesses cannot riskbeing slow with mobile

“ OK we need a website”

“ We need traffic – lets

advertise online”

“ We need to be strategic about

online”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

350mOnline1999

400m+Smartphones2010

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However….

Only 8% of Fortune 1000 businesses have a mobile strategy

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(2005)What we need is a

viral

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(2010) What we need

is an iphone app

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Morgan Stanley believe each computing cycle is 10 times bigger than the last

So mobile web is potentially 10 times bigger than the PC internet

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“The new rule. Mobile First”

• Eric Schmidt – Google

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“We found out that we were the largest [mobile

company] in the world measured by revenue. So yes, you should look at

Apple as a mobile device company,"

Tim Cook – COO Apple

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Facebook have 100m

mobile users & talk of

reaching billions…

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Comscore data shows that mobile is mass

marketHigher on chart = more female

Further to right = older

Size of bubbles = # of users

28 29 30 31 32 33 34 3533%

35%

37%

39%

41%

43%

45%

47%

49%

Browsed

Mobile Media

Purchased Ringtone

Unlimited Data Plans

Played GamesSocial Networking

Used App

Purchased Game

Made Own Ringtone

Listened To Music

Ringback

Email

Demographics of Mobile Media Activities

Median Age

% F

emal

e

Product: MobiLens

Data: Three month average ending January 10

Country: UK- N= 15,824

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http://www.flickr.com/photos/rhinman/

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Date Available apps Downloads to date

July 11, 2008[14] 500 0

July 14, 2008[11] 800 10,000,000

September 9, 2008[15] 3,000 100,000,000

October 22, 2008[16] 7,500 200,000,000

December 5, 2008[citation needed] 10,000 300,000,000

January 16, 2009[12] 15,000 500,000,000

March 17, 2009[citation needed] 25,000 800,000,000

April 23, 2009[13] 35,000 1,000,000,000

June 8, 2009[17] 50,000 1,000,000,000+

July 11, 2009[citation needed] 55,000 1,000,000,000+

July 14, 2009[18] 65,000 1,500,000,000

September 9, 2009 75,000 1,800,000,000

September 28, 2009[19][20] 85,000 2,000,000,000

November 4, 2009[21][22] 100,000 2,000,000,000+

January 5, 2010[23][24] 100,000+ 3,000,000,000+

March 20, 2010[25] 150,000+ 3,000,000,000+

April 8, 2010[3] 185,000+ 4,000,000,000+

http:

//en

.wik

iped

ia.o

rg/w

iki/A

pp_S

tore

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And the rest…Store Available apps Downloads

Ovi 2500 10m

RIM ( Blackberry) 2000 unknown

Android 42000 unknown

Get Jar 53000 600 million

windows 376 unknown

http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices

Plus LG, Samsung, Vodafone and many others….

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Operators are reacting to consumer demand

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TouchTouch

Movement

Location

Voice

Eyes

Ears

Apps can be really rich experiences

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To the user these are all apps

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But not all of them are….

Bookmarkfor web sites

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Our view

• An app is the way to get content and services on a smartphone

• Whether that is coded in Cocoa or HTML5 doesn’t matter

• Whether its an app or browser or blended doesn’t matter

• What matters is that the experience works – and ideally delights

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addictive ideas

Solving Businessproblems

by Solving Customerproblems

Focused on mobileSupported by other digital channels

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Smart brands go multi platform

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And integrate with online

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Everything you would expect

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And something you don’t

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Users demand a full service

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The idea of the fixed phone bemuses kids

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The idea of the fixed web will soon seem equally weird

The mobile web opens up new situationsfor business to connect with their customers

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5 things to remember

1. Think about mobile strategically2. You must have a mobile friendly

site/landing page3. Is mobile search turned on or off?4. Its not just about iPhone - but do

iPhone first and optimise5. Remember the browser and blend& Consider whether you need expert

advice

Page 33: Mobile Apps - tactic or strategy?

Sign up for Mobile Fix

Page 34: Mobile Apps - tactic or strategy?

www.addictivemobile.com

[email protected]

@addictivemobile


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