Mobile – The Future of Apps is Bright This panel is all about apps – in particular social and local apps (and some mapping which is of course a key part of local)… Phones started out as social devices – we made voice calls. Then we had SMS (text) and then email (think Blackberry). Now we have smart phones, iPhones and Gphones – personal mobile devices. What does the present and future hold for “local social” on Mobile? How does the rise of the iPhone and emergence of Android change the game? We will examine the fast growth of and impact of applications (and app stores). We may also see some wicked demos, discuss new business models and view what an ‘augmented’ real local world might look like. Moderator: Greg Sterling, Internet/Mobile Analyst

1. Greg Sterling Sterling Market Intelligence/Opus Research A Few Words about Mobile Apps

2. SMS: Broadest reach, platform “agnostic” Apps: Richest experience, smaller audience Mobile Web: PC sites rendered in browsers can be optimized Segments: SMS, M-Web, Apps Reach Functionality

5. Number of Downloads (Monthly) Source: AdMob 8/09, (US data)

6. Engagement: Time Spent with Apps Source: AdMob 8/09, (US data)

10. Paid Apps Used More Heavily Source: Pinch Media (10/09)

11. Usage of Most Apps Doesn’t Last Most apps are downloaded but abandoned quickly