Download - The Coming Distribution War
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Tony Parisi
The Coming
Distribution War
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who will be…
The App Store for VR? The Steam of VR? The YouTube of VR? The Netflix of VR? The Console of VR?
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App Stores
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App Stores: The Good
Discovery User Ranking Monetization Curated content
– nobody wants bad VR… or do they?– thank you for making sure I don’t hurl– um remember that porn you
promised…?
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App Stores: The Bad
Deployment, distribution and discovery are bound together– On Gear VR you can’t deploy without going through the
store, and users can’t find you outside of the store interface
– You can’t deploy Cardboard VR apps without going through a store UNLESS web (more on this later)
VR store interfaces, though good, are limited
App packaging doesn’t always make sense– A separate app for a Paul McCartney video?
Really? Curated content
– um about that porn… ?
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Fun Fact!In 2013, 60% of developers were below the “app poverty line”, i.e. earned less than $500per app per month (all mobile platforms) 1
1 Developer Economics Q1 2014: State of the Nationhttp://www.visionmobile.com/product/developer-economics-q1-2014-state-developer-nation/
2 Bloomberghttp://www.bloomberg.com/bw
/articles/2014-01-07/apple-users-spent-10-billion-on-apps-in-2013
Apple’s 2013 App Store Revenues: $10B 2
Apple’s 2013 App Store Take: $3B 2
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When you play the game of
apps, you win or you
die. There is no middle ground.
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#thoughtfortheday
the Metaverse might be too big of an idea…
for an app store
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Downloads
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Downloads: The Good
Discovery, ranking – Steam’s interface works.
Monetization – PC games still making great money! Even after 30% Steam cut
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Downloads: The Bad
Big downloads and installation requires core/midcore interest level and commitment
Consumers don’t like to install stuff on desktops
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Fun Fact!
Valve is a private company. It doesn’t publish Steam revenues. But they must be good. And developers generally don’t
seem to be complaining.
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(tries to imagine people downloading a VR
history experience on Steam)
#headdesk
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Browsers
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Browsers: The Good
No downloads Instant publish/update Deployment, distribution, discovery
are decoupled – the full power of the Web
HTML5 lowers barriers to entry for developers
Hyperlinks
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Browsers: The Bad
Monetization – not so obvious Second-class support; WebVR
catching up to native features Performance gap, though small, is
critical for many apps Browser UIs are getting long in the
tooth, not designed for navigating the Metaverse
Uh-oh… watch out for bad VR :-o
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Fun Fact!YouTube creators get $1.50-4.00/1k
views 1
1 Quorahttp://www.quora.com/How-much-money-can-you-make-on-YouTube-if-your-video-goes-viral-and-is-monetized
2 WSJhttp://www.wsj.com
/articles/viewers-dont-add-up-to-profit-for-youtube-1424897967
YouTube grossed $4B in 2014 2
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#ihaveadream
creating VR will be as easy as making web
pages, sharing VR will be as simple as sending a link, and experiencing
VR happens at the touch of a button
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“Winter is coming.”
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Survival Strategies
Be platform-agnostic– Cross-platform solutions like WebVR, OSVR are
in their infancy– Unity’s a good bet… but you’re still cooking an
app for each platform– We could AT LEAST figure out a portable, cross-
platform video format… ?
Be platform-specific– Choose a side– If you choose well, you will live to see
another day