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App smart fluxtrends 2012 3
- 1. AppSmartthe future of apps @adrianleesa
- 2. So, let’s Talk About Apps.
- 3. Mobile Apps, the 2 min 17 second long immersion course...
- 5. So, how does this apply to me? And you know that it does.
- 6. Newbies
- 7. Street Smart
- 8. Connoisseur
- 9. The year 2011, has been good for Smartphones…
- 10. South African Mobile Snapshot
- 11. How do you get ahead?
- 12. Show me the money.
- 13. Iron out your distribution.
- 15. Samsung s Apps On-Device Encryption
- 16. All research data and stats kindly provided by: @jonhoehler, @andrewmchenry fin
Hinweis der Redaktion
- Intro:Self, transplant, the OTHER Chinese guy in Johannesburg. Lived in 4 countries – SG, CN, FR and ZA. From Singapore Mobile experience in Asia Pacific, globally and Sub-Sahara Africa. I was what was called a Mobile Marketing professional. The only that was true about me, is perhaps that I AM truly mobile. Confession: Twitter fanatic. Phone’s surgically attached to me. Always had a love for mobile, ever since I was an young intern for Nokia. Something clicked. How could a mobile device so simple be so powerful?
- Since there was mobile phones or smartphones, there were apps. If this room is as old or “mature” as I am, most of you would remember one of the first commercially successful ‘smart’ phones, the Nokia 9000 Communicators. Yes…those were the phones with ACTUAL keyboards. (Actually…there are still some companies that do make them, I believe.)WHAT is an app? Simply, a software application that is designed to run on smartphones, tablets or other mobile devices to help the end user to perform certain tasks. EMPHASIS on end user. We’ll return to that later. I’d like to give you a short crash course on apps (pardon the pun).
- Let me give you a 2 min 45 sec run down on mobile phones and apps industry. Honest.
- Let’s start: 1990s – Businessmen or Masters of the Universe carried mobile phones, pagers or PDAs running on Palm, Windows or Blackberry OS. No converged functionality available.1996 – Nokia Communicator, first ever TEXT-based web browsing. It had EMAIL. WOW.1997 – The Swedes at Ericsson introduced the world to the term ‘smartphone’, originally coined for their concept GS88.2001 - Microsoft and Palm announced their first smartphone lines for N. America. Didn’t really take outside of America. Newly renamed Symbian OS ships on the Nokia 9210 Communicator2002 – RIM released their Blackberry email-enabled phones. Oh yes, this hits home in a big way, they grow to 90 mil devices in a year.2004 – Google went Public. They play a big part later.2007 – Apple in market with the first iPhone. And a HUGE need to jailbreak to download 3rd party applications, no true multitasking.2008 – Apple rips the cover off a new iPhone. And introduces the App Store. South Africa never got to try it. ANDROID is born from a Google-backed enterprise. Samsung, HTC, Motorola, from the Open Handset Alliance back Android. ANDROID Market is born.2009 – Samsung announces the bada platform. Apple claims more than 300,000 apps. Nokia launches its Music Store and Ovi. Nokia announces strategic alliance with Microsoft.2010 – Samsung sells A LOT of Galaxy smartphones globally, prompting the Android explosion. 25 million of them, in fact. Elop joins Nokia.2011 – Elop chooses Windows Phone platform after “Burning Platform” memo. Samsung Apps Store goes local for South Africa for both bada and Android. Local billing possible. We open up to local developers. We had a lot of fun. Android goes to No 1 Smartphone OS globally. Steve Jobs passes away. No more SonyEriccson.2012 – Nokia slips from Number 1 handset manufacturer spot. Instagram sold for a cool US$1 billion. Facebook went public. Android goes over 400k apps, Apple more than 600k apps.
- OK, we got the boring parts out of the way. If you’re sitting here in the audience, you’re asking how does this apply to me?
- If you’re a newbie> and I’m using the metaphor of singers and their career. Newbie – Like Justin, Like to never say never. They will plug any slot, if they knew how…They are new or less experienced digital marketing or brand managers looking to create their very first app. They know the web space very well. But have little to no knowledge of mobile platform. These are the ones who eschew smaller developers, and choose to overpay with large commercial agencies who’ve been experts on the WEB space, NOT mobile. Truth be told, there are plenty of examples here in South Africa. They need the commercialization, implementation guidance for the latter categories. The mistakes they make probably won’t undo them. They make apps that you download, and uninstall the very next minute.
- If you’re Street Smart,You’d be like Michael Buble. Smooth, mature, and you’d already got Apps under your skin. You’d use apps to drive your core business. Examples like FNB, Softline Pastel. Utilizing mobile apps to drive penetration into new arenas. Some are making decent digital revenues over and above core business revenues.
- If you’re a connoisseurYou’d be the P Diddy, Sean Combs, Puffy Sean. Nothing but the Notorious B.I.G. app for him. These are guys in the industry, at the top of their game, always looking for new $$$ generating channels via the app platforms. They license, they merge apps, they create subscriptions, they allow new advertising, they sell.
- NOTE: Need to animate each square and visualize them. As of 2011, these is what’s happening with smartphones.
- NOTE: Need to animate each square and visualize them. Data as of April 2012, aggregated from various sources.
- With special emphasis on the Android platform, this is a simplified look at the app world.
- Rule: most developersor and brand managers can’t succinctly explain what their monetization or commercial model is. You need to get this right from Day 1. You’re not an app only, You’re a business. Content might be essential to your app for longevity, but you require a simple, friction-free commercial model. You cannot waste time on this. About 1/3 of developers make less than US$1000 per app. Top m-commerce retailers globallyinclude: Taobao, Amazon and eBay. The US m-commerce market alone will be worthUS$31 billion by 2016.
- Rule: Know where and how your app is distributed. The app highway is really jammed. 600k + iOS, 400k+ Android, 100k+ Ovi, etc…. Which manufacturer? Distribution for your app is critically important. In your markets, which OS app store is the right one? Platform stores, like Google Play, Apple? OEM Stores, Samsung, Ovi or Blackberry? Who supports you? Who gets you the most exposure?
- Rule: Look at the UX, look at the target audience, industry, trends. Look at the functionality specs of your app. Every perspective needs to be taken into account. We know developers who have not done a single piece of formal research. REMEMBER: 1 IN 4 APPS DOWNLOADED WILL BE USED ONCE AND NEVER AGAIN. They are now searching….for new jobs. Research and review the markets, technology, competitive services.Then again, it’s not a clarion call for you to research your app to death. There’s a tipping point where the app becomes viable to go to market. I call this the “Point of Release”.
- NOTE: Need help laying it out. Time for a shameless plug. Dedicated Samsung Apps Store – featuring locally developed apps, prominent advertising and face-to-face support. Ideal as Samsung constitutes more than 80% of Android device sales locally. Payment APIs are available as well as various payment methods of operator billing and credit card. (Example” We’re working closely with African banks for their apps, likes of FNB and Nedbank. Mobile payments has been tested for security and not an issue with them)Developer support: SDKs, forums via Developer - get all the related tools for it. Touchwiz: exclusive SWYPE feature, ALL SHAREEnhanced GPS, quicker lock on positions makes LBS-specific services that much quicker. EXAMPLE: Google Maps API and LBS Test app from Samsung to finetune location capture. Speed to triangulate is key. Mobile Security, on device encryption, that accelerates security protection and achieving superior performance. The incorporated Sybase Afaria Mobile Device Management and Microsoft Exchange ActiveSync complement the encryption support with their own mechanisms to secure important corporate and personal informationBetter Cameras: low light, macro modes, just means a better picture. Our smartphones have won the 2011 European Image and Sound Associations, best smartphone award. All the above just means that at Samsung, we focus on providing a more ADVANCED, SECURE AND RELIABLE Android services for our developers