my app isn't selling! how come?!?

MY APP ISN’T SELLING !

HOW COME ?!?

Joris De Sutter

+32.494.03.10.25

[email protected]

HOW COME ?!?

Let’sLet’sLet’sLet’s trytrytrytry to to to to findfindfindfind out… out… out… out…

@SmartphoneHelp

JORIS DE SUTTER ?

� INDEPENDANT market approach

� NOT a developer

� Helping out smartphone users since 2006

� Author “Ontdek de Android Phone”

� Developing a business in Mobile Device

Policies for enterprises

@SmartphoneHelp

WHO’S YOUR CUSTOMER ?

Google, Apple, Microsoft?

Handset manufacturers?

Businesses?

End End End End consumersconsumersconsumersconsumers!!!!

WHICH PLATFORM IS THE MOST POPULAR?

Eric Schmidt:

LeWeb, Paris, 6 Dec. 2011

Obviously a wrong prediction! Recently they even

released the Google+ app on iOS BEFORE Android !!

“Android apps will beat iOS apps to the

market in six months time…”

WHAT PLATFORM TO DEVELOP FOR (IN EUROPE) ??

JuneJuneJuneJune 2012, NOW2012, NOW2012, NOW2012, NOW

The graph does NOT show popularity of any given platform. It DOES show that iOS is

still the platform of reference to develop for today, and that Android is hot on their tail.

It also shows that it is today still more relevant to develop for Symbian than for WP,

because of the much larger userbase.

I believe that by November, the green line will be

reached and WP finally catches on.

November 2012 ??November 2012 ??November 2012 ??November 2012 ??

WHAT’S A CONSUMER LOOKING FOR ?

The The The The pyramidpyramidpyramidpyramid of of of of needsneedsneedsneeds

in in in in smartphonelandsmartphonelandsmartphonelandsmartphoneland

forforforfor professional professional professional professional

organisationsorganisationsorganisationsorganisations....

Inspired by and adapted from CrackBerry Kevin


JoeJoeJoeJoe orororor Jane Average Jane Average Jane Average Jane Average

and and and and theirtheirtheirtheir pyramidpyramidpyramidpyramid of of of of

needsneedsneedsneeds in in in in realrealrealreal lifelifelifelife....

IMPORTANT: This is

only valid for the

average customer,

NOT businesses!


Mix of OS and Mix of OS and Mix of OS and Mix of OS and manufacturer’smanufacturer’smanufacturer’smanufacturer’s

ownownownown softwaresoftwaresoftwaresoftware

ThirdThirdThirdThird party party party party developersdevelopersdevelopersdevelopers

… and … and … and … and whowhowhowho

provides provides provides provides itititit ????

Operator & Operator & Operator & Operator &

ManufacturerManufacturerManufacturerManufacturer

OSOSOSOS

OSOSOSOS

ownownownown softwaresoftwaresoftwaresoftware


… and … and … and … and wherewherewherewhere

does does does does hehehehe getgetgetget itititit ????

OnOnOnOn the the the the phonephonephonephone

AppAppAppApp stores stores stores stores orororor alternativealternativealternativealternative

i.e. i.e. i.e. i.e. fromfromfromfrom YOUYOUYOUYOU

ShopShopShopShop




WHERE ARE CONSUMERS POSITIONED ?

40 %40 %40 %40 %

20 %20 %20 %20 %

HowHowHowHow manymanymanymany of of of of

themthemthemthem are are are are lookinglookinglookinglooking

forforforfor youryouryouryour appappappapp ????

Numbers are very rough estimates, without scientifical source.

100 %100 %100 %100 %

80 %80 %80 %80 %

60 %60 %60 %60 %

40 %40 %40 %40 %

BELGIUM AND HOLLAND AS EXAMPLES

� What’s a customer looking for in a smartphone?

� We can try to deduct from market statistics.

� Belgium has (almost) no subsidised market.

� Trends in telecom sales worldwide are in par� Trends in telecom sales worldwide are in par

with results from the Belgian market.

� Holland is way ahead in smartphone adoption,

because of the subsidised market.

SMARTPHONE – FEATUREPHONE BELGIUM

During 2011, a total of

3.148.700 phones were sold

Of these, 30 % or 948.000

were smartphones

OPERATING SYSTEMS

During 2011, an average

market share of

45 % by Android

18 % by iOS

2 % by Windows Phone

So out of 948.000 smartphones,

426.600 were Android phones,

170.600 iPhones and 20.000

Windows Phones (& Mobile)

MANUFACTURER’S SHARE

Samsung is by far the largest

Android manufacturer.

THE CUSTOMER’S BUDGET

Over half of the customers

don’t spend more than 200 Euro

on a smartphone !!

(NON-subsidised market!)

About a quarter of the About a quarter of the

customers spend more than 500

Euro on a smartphone

THE CUSTOMER’S BUDGET

Over half of the customers

don’t spend more than 200 Euro

on a smartphone !!

(NON-subsidised market!)

HOW ABOUT SUPPORT ?

Only these three are

partially app related.

Qelp is a Dutch company , offering customerselfcare picture based and devicespecific support on the operator’swebsite.

BELGIUM, BY USE CASES

Statistics taken from 1 month time

between 8 May till 7 June 2011

HOLLAND, BY USE CASES



BELGIUM, BY MANUFACTURER

Slight difference

between Samsung

and Apple.

The Nokia percentage

is mostly Symbian

and S40, hardly anyand S40, hardly any

WP7…



HOLLAND, BY MANUFACTURER

Bigger difference

between Samsung

and Apple, because

of much higher

Android adoption in

Holland.



As in Belgium, the

Nokia percentage is

mostly Symbian and

S40, hardly any

WP7…

BE, DEVICES

In Belgium, of all people seekingsupport, the percentage of iOSusers outweighsthe percentage of the percentage of Android users.

At the present date, few WP7 usersseek support.



NL, DEVICES

In Holland, of all people seekingsupport, the percentage of Android users is slightly larger thanslightly larger thaniOS users.

At the present date, almost no WP7 users seek support.



INTERPRETATION

� These stats show that the biggest problem

customers face in using smartphones, is

to get them connected to the mobile

internet.

� It shows that mainly the owners of high end � It shows that mainly the owners of high end

devices look for connection support.

� Thus, people who buy -250 Euro devices are

more likely to be NOT connected to the

mobile internet.

BE REALISTIC !Over 300 Million

Android activations.

Let’s suppose over 2/3

are still used.

So about 250 Million

Android devices are

out there, worldwide.RealityRealityRealityReality

20% of this is about

50 Million, who are your

potential customers.

Sounds GREAT !

REALLY REALLY REALLY REALLY

?!?!?!?!?!?!?!?!?!?!?!?!?!?!?!?!

BE REALISTIC !

� Unfortunately: NO !!

� Android users just aren’t as much connected

to the internet as iPhone users.

� Lots of Android users use their smartphones

as featurephones… as featurephones…

� The media aren’t helping either (malware and

virus horror stories).

� But still… More and more Android users do

get connected to the internet, so why don’t

they buy your app??

USER FRIENDLYNESS OF SMARTPHONES

USER FRIENDLYNESS OF ANDROID

Steve Steve Steve Steve BalmerBalmerBalmerBalmer: : : :

“You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist

to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use

an Android phone.” an Android phone.” an Android phone.” an Android phone.”

BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.

Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)

BRANDING & CUSTOMISING BY OEM

All manufacturers add their

own “goodies” to the base OS.

Examples are HTC Sense and e.g. in

this case: Facebook integration and

mediaplayer “infinite button” on Sony

FACT: This is only useful IF you

are connected and even then, most

people find such offerings enough

for their needs, and do NOT look

for more in the App Stores!

EVEN WORSE: AN APP STORE? WHAT’S THAT?

Only about 10%

of apps get

downloaded

over 10.000

times.

Only about 3,5 %

over 50.000

EVEN WORSE: AN APP STORE? WHAT’S THAT?

Most of those

are FREE !

IS IT REALLY ALL ABOUT APPS ??

The big majority of app purchasers are

people carrying high end smartphones and

have a budget to spend.

For you as developers, sure! That’s how you

make money, obviously…

For the customer? Doubtful !

THAT is why THEY want you and the general

public to believe it’s all about apps!

BUT the majority of the general public simply

isn’t looking for your app.

have a budget to spend.

Now THOSE are the people marketers target!

TO SUM IT ALL UP

Unfortunately, most smartphone users are no geeks,

like you and me, and content with cheap phones.

Surprisingly, a lot more never browse the app stores!

Sadly, a lot of them struggle to get their phone

connected to the internet!

AboveAboveAboveAbove all: Be all: Be all: Be all: Be RealisticRealisticRealisticRealistic !!!!

Make sure you target your app AND create enough

buzz around it, to get featured.

Luckily, the numbers of smartphone users are still

rising and your future doesn’t have to be gloomy.

Surprisingly, a lot more never browse the app stores!

QUESTIONS ?

twitter.com/SmartphoneHelp

be.linkedin.com/in/jorisdesutter

Joris De Sutter

+32.494.03.10.25

[email protected]

Or try

gplus.to/jorisdesutter

my app isn't selling! how come?!?

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