2. mLab’s Purpose
The mLab
encourages and
supports mobile
innovators &
entrepreneurs to
grow their ideas to
full impact.
The mLab advocates
for and supports the
use of the mobile
channel in service
delivery.
2
8. Nokia & Samsung Ship the Bulk of
Phones in the World
Global Shipments Q4 2011
Nokia
26%
Other
42%
Apple LG Samsung
6% 5% 21%
Research & Markets – Jan 2012
8
17. The Start-Up Pyramid
Scale
Optimize Monetisation
Strategy
Economics
Promise Minimum Viable Product
for “Must-Haves”
Product / Market Fit 40% of Big Market
Source: Marc Andreessen
17
19. Number of Apps in iTunes Store
(April 2011 - 30 Months after Start)
350 000
300 000
250 000
200 000
Free
150 000 Paid
100 000
50 000
0
iPhone iPad
Ben Lorica: O’Reilly Research, 2011
19
20. Games Dominate the Industry
% Games in All-Time Rankings of iTunes Store
60%
50%
40%
30% iPhone
iPad
20%
10%
0%
Top 100 Top 1 000 Top 10 000
Ben Lorica: O’Reilly Research, 2011
20
23. But You Should Find Out Pretty
Quickly if You Have a Hit
Median Days From Launch to Hit Top 200 Lists
iPhone iPad
14
9
7
5
4 4
Top Paid Top Grossing Top Free
Ben Lorica: O’Reilly Research, 2011
23
24. And Not Many are Long-Term Hits
Hits That Spend 30+ Days on Top 200 Lists
iPhone iPad
24% 24% 24%
21%
16%
14%
Top Paid Top Grossing Top Free
Ben Lorica: O’Reilly Research, 2011
24
26. Price Ranges for successful iPhone
Apps in Each Category
(Range Bars Exclude
25% Cheapest & 25% Most Expensive Apps)
10
9
8
7
6
5
4
3
2
1
0
Ben Lorica: O’Reilly Research, 2011
26
27. Price Ranges for successful iPad
Apps in Each Category
(Range Bars Exclude
25% Cheapest & 25% Most Expensive Apps)
10
9
8
7
6
5
4
3
2
1
0
Ben Lorica: O’Reilly Research, 2011
27
28. Consolidate Free and Paid Apps
Through In-App Purchases
Virtual goods / freemium /
subscriptions
Freemium model, e.g. allowing the
user to unlock premium features
from within the app
Key benefits of this:
◦ Demo to pay engagement model;
◦ Develop a single app;
◦ Market a single app (climb up charts with
single app).
28
29. Free Apps Are Well-Represented
Among Top-Grossing Lists
% of Free Apps in Top-Grossing Category
iPhone iPad
36%
25%
21%
15% 14% 16%
10%
8%
Top 200 News Games Social
Grossing Networking
Ben Lorica: O’Reilly Research, 2011
29