2. Large market with scope for exponential growth
• Over 4 billion global mobile consumers (Source: GSM Association)
• Over 600 million smartphone (mobile computing devices) users (Source: Gartner)
• Mobile data services generated over $100 billion in 2008 (Informa Research)
• The Iphone app store has already processed more than two billion application
downloads in September 2009. (Source: Apple)
• Mobile application sales are estimated to generate $25 billion revenues by 2014.
(Juniper Research)
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3. What is a Mobile Application?
Mobile Application can be defined as software which is specially designed to run on handheld computers,
personal digital assistants (PDAs), enterprise digital assistants (EDAs), smartphones and mobile phones.
What are Mobile Portals?
Mobile Portals are websites optimised to be accessed via mobile devices. Consumers access these sites over
wireless network standards such as WAP, GPRS, 3G, etc.
What is a Mobile Operating System?
A Mobile operating system, also known as a mobile platform, is the operating system that controls a mobile
device—similar in principle to an operating system such as Linux, MAC or Windows that controls a desktop
computer. However, they are currently some what simpler, and deal more with the wireless versions of
broadband and local connectivity, mobile multimedia formats, and different input methods. Symbian, Iphone,
Google Android, and Blackberry RIM are some common examples mobile operating systems.
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4. The Global Smartphone market
Smartphone Market Share (%)
Others
13%
Samsung
3%
Nokia
Nokia
HTC
7% 39% Research in Motion
Apple
HTC
Apple Samsung
17%
Others
Research in Motion
21%
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6. Apple sets the benchmarks, others follow
“who started the fire”
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7. “There is an app for everything”
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8. “Applications vs. Mobile Internet Portals”
• Mobile Applications plugged the gaps and deficiencies created by
early mobile internet services by providing rich functionality.
However, mobile portals currently cover a much wider market.
Brands should follow both apps and mobile portal strategy.
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9. Opportunities with Mobile Applications?
1. Cutting costs and improving business efficiency.
2. New customer acquisition
3. CRM & Marketing
4. Creating new channels to market.
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10. Five steps to building successful mobile applications
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11. Step 1. Define your market
1. Market Size
2. Access to smartphones
3. Demographics and behavioural patterns
4. Expectations and forecast
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12. Step 2. Build a differentiated product strategy
1. Product purpose and the demand it serves
2. Clear benefits and features
3. Unique selling points and differentiating factors
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13. Step 3. Focus on your business model
1. Pricing options (pay per use or subscription)
2. Free to download but pay for services through in-app billing and
commerce models.
3. Longevity of application and recurring revenue opportunities.
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14. Step 4. Choose your marketing and technical partners
1. Technical skills and creative expertise makes the difference
between an excellent and sub standard app.
2. Consider both in-house and external resources.
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15. Step 5. Build an integrated marketing & distribution strategy
1. Mobile Operator & Handset stores can help in distributing your app.
2. However, you need to invest in your own marketing and advertising
strategy to make your application successful.
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