launch of mobile apps on various platforms
TRANSCRIPT
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Phone: (248) 470-3257
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
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 8billion 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%.
Demand for mobile apps expected to peak in 2013
MTAM - April 2011 2
New App Stores
recently launched;
recent industry
estimates:
300,000 appsdeveloped,
10.9 Billion
downloads
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Phone: (248) 470-3257
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Launch & Market
Mobile Apps
The App Marketplace as of June 2010
MTAM - April 2011 3
Average price for all paid apps
Apple $3.62BlackBerry $8.26Android $3.27Ovi (Nokia) $3.47Palm $2.53Windows $6.99
App store size total number of applications
Apple 150,998Android 19,897
Ovi (Nokia) 6,118BlackBerry 4,756Palm 1,452Windows 693
Source: Distimo www.distimo.com
Other App stores
Carrier-specific app stores 3rd party stores such as GetJar, Handango, Amazon, etc.
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Launch & Market
Mobile Apps
Remember, Mobile App
Development is Still a Business!
Do you know what is
required to run it like a
business?
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Phone: (248) 470-3257
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Just a Few of the Basics to Get Started
Legal
Copyrights
liability
Accounting
how is revenue being tracked &
managed
what about expenses
Marketing
who will buy it
how do we know theyll buy it
how many of them are there
how much should it cost
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
A Few Tips
Dont assume everyone will think your idea is as great
as you do; step away from it, ask strangers for feedback
(NOT FAMILY & FRIENDS)
Dont assume you will quickly start making money to
pay the bills; have a back-up plan for how you willoperate financially
DO A MARKETING PLAN; dont just assume that putting
it on the App Store will make you a fortune (well
discuss this more later)
Whatever you believe will be your revenue, cut it by
75% - then you might be close
Whatever you believe it will cost you to develop and
market it, double it - then youll be close
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Making Money with Mobile Apps
What are the options?
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Where should you focus your efforts?
Developing your own proprietary app and marketing it
yourself; maybe you can be the next Angry Birds!
Developing apps requested by other firms, ie:
marketing departments for brands such as:
Retailers
Radio stations
Music groups
Business services
and more
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45% of app
developers plan
to monetize their
apps directly,
meaningOUTSIDE the
app stores
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Target Marketing to Increase Use
& Revenue
What Types of Mobile Apps Are Being
Used and in the Highest Demand?
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Phone: (248) 470-3257
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Do Research Before Developing Your 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
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Make sure to know who your
target customers are; theres
no point spending time, money
& effort building an iPhone app
if your target demographic isusing a Blackberry
Have an understanding of
market share by OS; how
many people REALLY havean iPhone? How do you
reach the rest of them?
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Launch & Market
Mobile Apps
Top 20 Mobile Content Categories Among Active Users
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Launch & Market
Mobile Apps
MTAM - April 2011 13
How Phones Are Being Used
Comscore
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Launch & Market
Mobile Apps
MTAM - April 201114
Mobile Use Breakdowns by Age
Adobe Mobile Experience Survey, October 2010
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Launch & Market
Mobile Apps
MTAM - April 2011 15
Mobile Use Breakdowns by Gender
Adobe Mobile Experience Survey, October 2010
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Phone: (248) 470-3257
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
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 Stewarts Marthas 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)
MTAM - April 2011 17Nielsen: U.S. Top 10s and Trends for 2010
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Launch & Market
Mobile Apps
Nielsen Reports on App Store Effectiveness (contd)
Top FREE Apps / iPhone
(by Brand)
The Weather Channel
Facebook Skype
Angry Birds
Words with Friends
UPS
PayPal eBay
USA Today
Bing
Yelp
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According to Nielsen,Free, functional
branded apps do betterin the App Store.
Nielsen: U.S. Top 10s and Trends for 2010
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Launch & Market
Mobile Apps
What Do Consumers Think
About Mobile Apps
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
What Platform Should You beBuilding Apps For?
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Phone: (248) 470-3257
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Launch & Market
Mobile Apps
Always consider these items:
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La nch & Market
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Phone: (248) 470-3257
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Where do Marketers want to be?
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Launch & Market
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Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
Where to publishers want to be?
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(Newspapers, magazines, book publishers, music publishers, etc.)
Launch & Market
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Phone: (248) 470-3257
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Launch & Market
Mobile Apps
Device Penetration vs. App Availability
MTAM - April 2011 26
One of the most telling clues about the speed of evolution of the new vs old platforms is
the greatdispar i ty b etween the device instal led base and the num ber of available
apps for each p latform. 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
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Launch & Market
Mobile Apps
MTAM - April 2011 27
U.S. Phone & Operating System Comparison
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Launch & Market
Mobile Apps
Android Growth in 12 Months
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NOTE:This study is from March 2010,
i t is est imated that stu dies
current ly being conducted wi l l
show substant ia l Andro id
Growth
Launch & Market
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Phone: (248) 470-3257
Email: [email protected]
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Launch & Market
Mobile Apps
Marketing Mobile Apps
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( )Launch & Market
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
What Strategies Work Well to Market a Mobile App?
Get your App into the platform App Stores, but dont forget about the Operator
App stores including the Sprint, Vodafone 360, Orange and Verizons Vcast as well
as the independent App stores including: GetJar, Handango and Handmark &
others
Make your App available on your firms 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.
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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, dont rely on the overloaded app stores.
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Phone: (248) 470-3257
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Launch & Market
Mobile Apps
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 tocharge users to get the pro version.
Charge to add more features or levels in a game.
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
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.
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Phone: (248) 470-3257
Email: [email protected]
Twitter: twitter.com/GoMobileMI
Launch & Market
Mobile Apps
MTAM - April 2011 33
What is the Future of Mobile Apps?
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Launch & Market
Mobile Apps
MTAM - April 2011 34
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
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Launch & Market
Mobile Apps
MTAM - April 2011 35
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 theconsumer 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
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Launch & Market
Mobile Apps
Introduction to MTAM(Mobile Technology Association of Michigan)
Mobile Technology Association of Michigan 36
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Launch & Market
Mobile Apps
Mobile Technology Association of Michigan 37
About MTAM
Who We Are?
A trade association for Michigans mobile technology industry, including: carriers,
manufacturers, hardware developers, software developers, wireless system installers,
tower manufacturers/installers, mobile marketing vendors, advertisers, users of the
technology and anyone else interested in learning about mobile
Our Mission
To grow the mobile industry within the State of Michigan, thereby generating
increased entrepreneurial and enterprise-level opportunities within the mobile
technology space, and creating good-paying, sustainable jobs that will aid in the states
economic recovery
Who Can participate?
Anyone working in mobile, using mobile, or interested in learning more about mobile
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Launch & Market
Mobile Apps
Mobile Technology Association of Michigan 38
Mobile Industry Impact on Michigan
Current Situation
Mobile Use in Michigan
Michigan currently has 7.6 million wireless subscribers (vs. 292.8 M in the U.S.)
Wireless penetration in the state is 76% (vs. 93% in the U.S.) Wireless-only households in the state are 17.4% (vs. 24.5% in the U.S.)
Mobile and the Economy
47,313 wireless / mobile-related jobs within the State of Michigan at 2,331
establishments (Michigan Economic Development Corporation)
Average compensation for a job in the industry, over $63,000 (Michigan EconomicDevelopment Corporation)
4,350 of the existing industry jobs in the state are working directly for the major
wireless carriers, and those jobs alone result in annual earnings of $265,632M(WirelessAdvisor.com)
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Launch & Market
Mobile Apps
The mobile / wireless industry has a very high jobs multiplier factor of 3.9; this
multiplier is one of very few comparable to the manufacturing industry.
This means:
1 mobile job created = 3.9 additional jobs
Our Growth Projections
9,250 new mobile / wireless industry jobs in Michigan by 2015
Resulting in over 35,000 non-mobile-industry jobs in the state, and over $1.7 billion in
resident earnings
We will increase market penetration to the equivalent of that in the U.S., 93% and higher
as the industry grows
Mobile Technology Association of Michigan 39
The future of Mobile in Michigan
Michigan Economic Development Corporation
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Launch & Market
Mobile Apps
How Will Mobile Industry Growth Impact Michigan
U.S. mobile penetration is approximately 93%, in Michigan
were only at 76%; as we catch-up, it will mean:
Increased sales of mobile devices
Increased engineering / manufacturing
Increased demand for mobile apps, websites, content (particularly
location-based technologies)
Increased demand for infrastructure to enable use of the devices
Increased use by marketers & businesses
Increased use by consumers
Mobile Technology Association of Michigan 40
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Launch & Market
Mobile Apps
What is Mobile Monday Michigan An international organization that works to facilitate idea sharing, best
practices development, trends identification, and Mobile Industry growth
locally, regionally, nationally, and internationally.
Originated in Helsinki, Finland in 2000
Currently has over 100 chapters worldwide
Michigan branch (Ann Arbor & Detroit chapters) already exceeds 600
members in only 9 months
In 2011 expanding into Grand Rapids, Lansing, Kalamazoo
Mobile Technology Association of Michigan 41
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Mobile Apps
Mobile Technology Association of Michigan 42
How Can You Become Involved / Benefit
Join Mobile Monday Detroit or Ann Arbor
Membership is FREE
Meetings held monthly
Join via our Meetup site at http://Meetup.com/Mobile-Monday-Detroit
View our website for more info at http://MobileMondayMichigan.org
Join the Mobile Technology Association of Michigan
Corporate, Small Business, Individual and Student Memberships
See our website for events, programs, industry information and more
at http://GoMobileMichigan.org
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http://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://mobilemondaymichigan.org/http://gomobilemichigan.org/http://gomobilemichigan.org/http://mobilemondaymichigan.org/http://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroit -
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Mobile Apps
Download Our Information to Your Mobile Device
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Questions?
Contact me at:
mailto:[email protected]:[email protected]