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Getting to know mobile apps
- 2. .................................................................................................................................................................................................. AGENDA • Definition and evolution • Snapshot of current market • What does the future hold? • Money makers • App usage • Examples • Challenge
- 3. .................................................................................................................................................................................................. DEFINITION – APP An app is a computer programme designed to help people perform an activity
- 4. .................................................................................................................................................................................................. DEFINITION – MOBILE APP “A type of application software designed to run on a mobile device such as a smartphone or tablet.”
- 5. .................................................................................................................................................................................................. QUICK QUESTION… What was the first mobile app you owned?
- 7. .................................................................................................................................................................................................. EVOLUTION Early 90s Present day July 10th 2008 Advanced Packaging Tool - 1998 Click n Run - 2003
- 10. .................................................................................................................................................................................................. MAIN PLAYERS 1000,000 July 2013 145,000 May 2013 120,000 May 2013 120,000 August 2012
- 12. .................................................................................................................................................................................................. APPS ARE BIG BUSINESS 56 billion downloads in 2013 ABI Research Expected to make $25 billion in revenue, up 62% Gartner
- 13. .................................................................................................................................................................................................. ANDROID GETS MORE HITS www.canalys.com/newsroom/11-quarterly-growth-downloads-leading-app-stores#sthash.pAbZCqrL.dpuf
- 14. MORE DEVICES, MORE DOWNLOADS Apple Vs Android – Monthly App downloads 2010-2013
- 15. .................................................................................................................................................................................................. IOS GETS MORE MONEY www.canalys.com/newsroom/11-quarterly-growth-downloads-leading-app-stores#sthash.pAbZCqrL.dpuf
- 16. .................................................................................................................................................................................................. HOW DOES IOS GENERATE MORE REVENUE? • iOS users already have a greater affinity for apps • iOS users spend more time on their apps • The more time people spend in apps, the more money they’re likely to spend • Apple has high standards and consumers like (and will pay for) quality • Developers more likely to develop for the platform where the money is
- 19. .................................................................................................................................................................................................. A BIG MARKET THAT’S ONLY GOING TO GET BIGGER $ $ $ $ More than 200 billion downloads per year by 2017 Portio Research 6.8 billion mobile subscriptions worldwide – but only 17% of mobile subscribers use apps http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/e
- 21. .................................................................................................................................................................................................. INCREASE IN TABLET USAGE INCREASES ITS INFLUENCE TOO Users in the UK are more likely to browse via tablet than smartphone.
- 23. .................................................................................................................................................................................................. SUCCESS STORIES $250K in first two months $600K in a month in 2009 $2.4m every day from two games Released first mobile game in July 2012, now valued at $770m
- 24. .................................................................................................................................................................................................. WORLD’S MOST EXPENSIVE APPS Reyburn CyberTuner: piano tuning app iVIP Black: "the millionaire's app"
- 26. .................................................................................................................................................................................................. WHAT CUT DO DEVELOPERS GET? 70% 70%
- 27. .................................................................................................................................................................................................. WHAT CUT DO DEVELOPERS GET? 56-70% depending on developer’s country 70% 70%
- 30. .................................................................................................................................................................................................. CHOICE & EMERGING MARKETS INFLUENCING COST
- 31. .................................................................................................................................................................................................. MAKING MONEY FROM FREE APPS The Freemium Upsell Second version of your app that’s paid. In-App Purchases In-app purchases allow users to unlock features or purchase more of something
- 32. .................................................................................................................................................................................................. MAKING MONEY FROM FREE APPS CPI Networks (Cost Per Install) A “pop-up” in games and apps, prompting people to look at another game – pay a 3rd party for every install Sponsorship White label an app for $XXX.”, or update an existing app with brand name Ads Require a sizable amount of traffic... “It's time to shift the conversation away from whether there should be ads in apps at all, and instead determine how to make ads in apps as interesting and relevant as possible for consumers, and as efficient and effective as possible for advertisers and developers."
- 38. .................................................................................................................................................................................................. AVERAGE USER TOP 3 MOST DOWNLOADED PAID IPHONE APPS OF ALL TIME TOP 3 MOST DOWNLOADED FREE IPHONE APPS OF ALL TIME TOP 25 MOST DOWNLOADED PAID IPAD APPS OF ALL TIME TOP 25 MOST DOWNLOADED FREE IPAD APPS OF ALL TIME
- 39. .................................................................................................................................................................................................. NEED STATES • Entertain me • Games • Video • Music • Books • Keep me connected • Facebook • Twitter • Help me do something • Organising (banks, utilities) • Booking (trains) • Buying (amazon, ebay) • Make me more informed • News • Weather
- 40. .................................................................................................................................................................................................. MOST POPULAR APPS – IOS TOP 25 MOST DOWNLOADED PAID IPHONE APPS OF ALL TIME TOP 25 MOST DOWNLOADED FREE IPHONE APPS OF ALL TIME TOP 25 MOST DOWNLOADED PAID IPAD APPS OF ALL TIME TOP 25 MOST DOWNLOADED FREE IPAD APPS OF ALL TIME 1. Angry Birds 2. Fruit Ninja 3. Doodle Jump 4. Cut the Rope 5. Angry Birds Seasons 6. WhatsApp Messenger 7. Camera+ 8. Words With Friends 9. Tiny Wings 10.. Angry Birds Space 11. Pocket God 12. Plants vs. Zombies 13. The Game of Life Classic Edition 14. The Moron Test 15. Where’s My Water? 16. Draw Something 17. Monopoly 18. Angry Birds Star Wars 19. MotionX GPS Drive 20. Skee-Ball 21. Scrabble 22. UNO 23. Minecraft – Pocket Edition 24. Color Splash 25. The Sims 3 1. Facebook 2. Pandora Radio 3. Instagram 4. YouTube 5. Skype 6. Words With Friends Free 7. The Weather Channel 8. Twitter 9. Temple Run 10. Google Search 11. Netflix 12. Shazam 13. Angry Birds Free 14. Draw Something Free 15. Flashlight 16. Facebook Messenger 17. Google Earth 18. Fruit Ninja Free 19. iHeartRadio 20. Movies by Flixster, with Rotten Tomatoes 21. Bump 22. eBay 23. PAC-MAN Lite 24. Groupon 25. Google Maps 1. Pages 2. Angry Birds HD 3. Angry Birds Seasons HD 4. Where’s My Water? 5. Fruit Ninja HD 6. Angry Birds Space HD 7. GarageBand 8. Words With Friends HD 9. Cut the Rope HD 10. Keynote 11. Numbers 12. Angry Birds Star Wars HD 13. GoodReader for iPad 14. Scrabble HD for iPad 15. Minecraft – Pocket Edition 16. Plants vs. Zombies HD 17. Notability 18. Monopoly for iPad 19. Quickoffice Pro HD 20. Star Walk HD 21. Draw Something 22. iMovie 23. iPhoto 24. Where’s My Perry? 25. Bad Piggies HD 1. Skype for iPad 2. The Weather Channel for iPad 3. Netflix 4. Angry Birds HD Free 5. Kindle 6. Facebook 7. Pandora Radio 8. Calculator for iPad Free 9. Fruit Ninja HD Free 10. Words With Friends HD Free 11. Google Earth 12. ABC Player 13. Calculator Pro for iPad Free 14. Temple Run 15. YouTube 16. eBay for iPad 17. CNN App for iPad 18. Dropbox 19. Adobe Reader 20. Twitter 21. Solitaire 22. NYTimes for iPad 23. Temple Run 2 24. Hulu Plus 25. Draw Something Free Entertain me Keep me connected Help me do something Make me more informed
- 48. .................................................................................................................................................................................................. COMPONENTS OF A GOOD APP • Useful • Understands the context in which it is being used • Location • Audio • Video • Easy to use • Makes life simpler/easier/better • Quick to download • Entertaining • Minimal text • Offers something only an app can offer Over 30% of apps available in the App store are unused a day after downloading, either being deleted or left wasting space on the dashboard.
Hinweis der Redaktion
- First Apps were pre-programmed onto phone – contacts, Snake etcDeveloped in-house by a handful of developersConsumers could not change/add appsVIDEO Demand for more features on phones leads to greater demand for developer talent but still kept in-houseAccess to internet means consumers able to add apps thanks to WAP (wireless application protocol)But it’s sloooooowwwwVIDEO Improvements in mobile hardware and introduction of 3G accelerate growthThird party developers have greater creative freedomGot to a point where a bank will produce Waterslide AppTwo million people found this entertaining enough to download the app during the first two weeksVIDEO
- First App store wasn’t AppleAdvanced Packaging Tool launched in 1998 – very techy, could download programmesThen came Click n Run, more consumer friendly (the name gives a hint) but again still quite techy and about downloading Linux programmes
- 500 – number of Apps the App Store launched with550,000 – number of Apps App Store had in 2012900,000 – number of apps the App Store has one year later!!! Almost doubled in one year!Brandon Ashmore – downloaded the 5o billionth app in May 2013, got $10,000 (in Apple vouchers!)820 – number of apps currently downloaded each second from the App Store
- App StoreGoogle PlayWindows Phone StoreNokia StoreBlackberry World
- Number of apps available in each store (App Store is about 900,000) – source wikipedia
- 56 billion downloads is a conservative estimate – source https://www.abiresearch.com/press/android-will-account-for-58-of-smartphone-app-downCould be up to 82 million – source http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/e$25 billion revenue is double what the US movie theaters took – source http://blogs.wsj.com/digits/2013/03/11/the-surprising-numbers-behind-apps/
- Chart – source http://www.slideshare.net/xyologic/ios-vs-android-which-users-earn-more-money-xyologic-appworks-osloThere are 900 million Android devices globally, compared to 600 million Apple devices – source http://www.forbes.com/sites/tristanlouis/2013/08/10/how-much-do-average-apps-make/Users of Google’s Android platform are currently downloading 500 million more apps each month – source http://www.telegraph.co.uk/technology/news/10095401/Android-apps-to-overtake-Apple.html
- Joyful Executions was a ‘humorous’ take on a North Korean execution squad…Apple rejected it, but you can get it on Android
- In just 4yrs the App download market is expected to quadruple in size (56 billion in 2013) – source http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/eOnly 17% of mobile subscribers have a smartphone, but even within that figure they’ll be people who don’t really know how to get the most out of apps (like my Mum), so there’s even more potential growth to come…
- Source - http://www.globalnerdy.com/2013/06/17/mobile-is-eating-the-world/
- People in UK now spend more time browsing the internet on their tablet… need to take this into account when developing apps (should it be designed for smartphone or tablet?)Source - http://econsultancy.com/uk/blog/62307-tablets-now-account-for-more-web-traffic-than-smartphones-stats
- Trism app generated $250K for it’s developer in two months in 2008 – first time people sat up and took notice that this could be a lucrative marketiShoot app generated $600K in a single month for its developer in 2009Supercell a big player in the App developer world – Hay Day and Clash of the Clans (both free apps) rake in $2.4m a day
- Both cost $999.99!iVIP – not only costs $999.99 but you have to prove you’re worth $1m to get it!
- Even though Apple is a bit tighter when it comes to paying developers they’ve still handed out $10bn since launch (2008)Took 4 years to pay out first $5bn, only ONE YEAR to pay out next $5bn!
- But just in case you’re thinking about hunting down an App developer for your next husband/partner… very few make big money!
- With over 900,000 apps to choice from (and probably at least 10-20 very similar to yours), then you’re putting yourself at a disadvantage if you want people to pay money…Emerging markets have less disposable income…
- Freemium – release a ‘lite’ version that’s free, then once people are hooked they have to pay for the full versionIn-App purchases are where the money’s at – gold coins, weapons, passes to get through levels, you can pay for them all!
- 30 apps on average for Android users, 40 for Apple – sourcehttp://www.makeuseof.com/tag/how-many-apps-do-you-have-installed-on-your-phone-makeuseof-poll/US consumers tend to focus on just 8 apps a day – source http://blog.flurry.com/bid/95723/Flurry-Five-Year-Report-It-s-an-App-World-The-Web-Just-Lives-in-ItAnd spend on average around 2hrs a day on them
- Interesting to look at greater emphasis on games when using tablets…and how much more time smartphone users spend on ‘Utilities’ (maps etc)
- Looking at App Store download charts seems to back up split of time spent per App category
- Wanted to look more at customer need states than just ‘games’, ‘utilities’ etcThis is how apps are adding value to peoples’ lives, the reason to get them etc
- How these need states are mapped out when looking at most popular apps for iPhones and iPads in App Store – seem to reflect findings from charts on slide 37
- Chupa chips game – fun, uses product in gameLego – stop motion film app, create your own movies using Lego charactersVIDEO embedded for both
- Vine – 13 million users VIDEOHouse Beautiful enabled readers to pin items directly to pin interest from pages of magazine
- Turn the flash on your smartphone into a torchBarclay’s Pingit – text money to your friends (here’s the £10 I owe you from last night etc)800,000 downloadsUsers sent almost £10 million 2 in the 100 days 3 since launch on 16 February 2012.
- Bupa Food Switch - Downloaded 26,000 times in first 24 hours, rising to 75,000 in just five days VIDEOFlipboard – pull in info from multiple sources into one ‘personalised’ flip board of newsWibbitz – turns a news stories (text) into a short video, with voiceover VIDEO
- Dan Deacon created an app to make fans part of his music shows VIDEOAustralian Defence Force Mobile Medic campaign – on-campus posters at medical universities around Australia VIDEO
- 30% of apps unused a day after downloading – source http://app-advisor.blogspot.co.uk/2011/02/research-what-makes-for-good-app.html