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WITI.ORG Women Technology Summit 2012

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WITI.ORG Women Technology Summit 2012

  1. Women Powering Technology Summit Technical Workshop: Mobile Development Mobile Trends Bess Ho @bess Archimedes Labs Jun 5, 2012 Santa Clara CA
  2. About Me @bess Book Startup Startup Author Incubator Adviser Archimedes Labs m ing Mobile Workshops Co Technical IP for Startup
  3. Mobile First Web Second Fred Wilson 2010
  4. Mobile First
  5. Mobile First Your SMS Message: “ follow fredwilson to 40404 ” In 2010 46% Twitter active users use mobile regularly
  6. Mobile First Foursquare has little value on its web app Foursquare delivers key values on mobile
  7. Mobile First Kleiner Partner Mary Meeker’s 2012 May Report
  8. Desktop vs Mobile Kleiner Partner Mary Meeker’s 2012 May Report
  9. eCommerce vs mCommerce Kleiner Partner Mary Meeker’s 2012 May Report
  10. iPhone vs Tablet Kleiner Partner Mary Meeker’s 2012 May Report
  11. Desktop Laptop vs Tablet Kleiner Partner Mary Meeker’s 2012 May Report
  12. iPad IDC reported 17.4 Million Tablets were shipped worldwide in 1st QTR in 2012 34 Million Tablets Tablet generates 3.4 times more traffic than smartphone 517 MB/month vs 150 MB/month By 2016 Tablets is 10% of global mobile data traffic 68% are iPads
  13. iPad By 2016 Tablet generates the same traffic as mobile traffic in 2012
  14. Big Data In 2011 Mobile data was 8x the size of web data in 2000 No. of mobile devices exceeds no. of worldwide population by 2013 Cisco’s Visual Networking Index (VNI) Mobile Report 2012
  15. Big Data More Cisco’s Visual Networking Index (VNI) Mobile Report 2012
  16. Big Data More Data More Connectivity More Bandwidth Cisco’s Visual Networking Index (VNI) Mobile Report 2012
  17. Mobile Usage Sandvine 2012 Report
  18. mVideo 52% of mobile traffic is Video Mobile video is Top activities for mobile users By 2016 70+% mobile traffic will be Video Cisco’s Visual Networking Index (VNI) Mobile Report 2012
  19. Audio Video Streaming YouTube is the largest source of mobile web traffic 12-25% Netflix 2% Pandora 6% Sandvine 2012 Report
  20. Mobile Monetization “Biggest Mistake” Web = Mobile
  21. Mobile Monetization Freemium Business Model 56% 44% App Sales Avg IAP Avg $3.77 $14 FREE APP PAID APP
  22. In-App Purchase 30% of iOS revenue comes from in-app purchases in 2010 34 of Top 100 Grossing apps are free monetized by in-app purchases Epic Games made $10 Million in 2011 from Infinity Blade 40+% from in-app purchases Gamesbrief.com 2011
  23. In-App Purchase (IAP) Average transaction in-app purchase $14 (iOS or Android) 14x revenue than Freemium 51% Revenue from in-app purchases comes from transactions of over $20 Of that 51%, 30% comes from $50+ transactions Gamesbrief.com 2011
  24. IAP is Addictive Spending is a habit 56% of game player that spend a dollar come back to spend a 2nd time 25% spend 3 or more times Gamesbrief.com 2011
  25. Dogs vs Cats Loyalty is GOLD 20 : 1 Loyal Purchaser = 20 x One-time Purchaser Top Purchaser = 100 x Loyal Purchaser Gamesbrief.com 2011
  26. Profit Courting Rule 80-90% of Profit comes from 0.5% of User Gamesbrief.com 2011
  27. Mobile Monetization Gamesbrief.com 2011
  28. Life Before & After Gamesbrief.com 2011
  29. Mobile Monetization IAP vs Freemium IAP > Advertised Free App IAP > Pay-to-play (Paid App)
  30. Mobile Monetization “Bigger Mistake” iPad = iPhone
  31. Big Trends It’s about PAYING Gamesbrief.com 2011
  32. Mobile Strategy “Mobile First Web Second” Fred Wilson VC, Union Square Ventures Early Days Native App Native Mobile App Web App Web App
  33. Mobile Strategy “App Design Should be Mobile First, Web Second” Fred Wilson Native VC, Union Square Ventures App Web App
  34. Mobile Strategy Facebook CTO Bret Taylor Problems Solution B A C D HTML5 E G 2011 F
  35. Mobile Strategy Gigaom Nov 2011
  36. Strategy I Native App Cloud using Objective-C REST API HTTP XML / JSON GET / POST iOS SDK • UIWebView is a lite version of Safari browser UIWebView • Update without approval process • Content is layout in HTML5 • Share same content • Update using CSS template
  37. Strategy II Native app Cloud using HTML5 REST API HTTP framework XML / JSON GET / POST • Appcelerator Titanium - HTML5 HTML/JS/CSS (iOS / Framework Android / BlackBerry in beta) • PhoneGap - HTML/JS/CSS (iOS / Android / BlackBerry / WebOS / Window Phone / Bada / Symbian)
  38. Strategy III Native app using cross- platform framework Cross Platform • Conrona - Lua Framework • Adobe AIR - ActionScript 3 & Flash • Rhodes - Ruby Lua, • Unity - UnityScript(JS), Ruby, AS, C#, Boo(Python) C# • Mono - C# .NET
  39. Mobile Strategy “Bigger Mistake” MySQL = No SQL RSDB No JOIN Not ACID Guarantees Distributed & Fault-tolerant Architecture Horizontally Scale
  40. Heavy Lifting: No SQL MongoDB Hadoop
  41. Mobile Strategy “Bigger Mistake” Server-side Frameworks = Server-side API I/O API Non-Blocking Asynchronous Event-driven JavaScript
  42. Mobile Strategy “Bigger Mistake” Thin Thick Client Client = Thick Cloud Thin Cloud
  43. Mobile First Archimedes Labs Social | Consumer | Mobile @Bess bess@archimedeslabs.com http://www.slideshare.net/bess.ho

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  • $12 Billion revenue in mobile apps & advertising\nApple paid out $2 Billion in-app purchases & paid app in 2011\nGoogle has higher mobile display ad revenue than Apple\nPandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS\nGoogle cost per click is down b/c mobile ads generate lower revenue than desktop search ads\nFB increasing mobile usage drag down its revenue per user\n\n
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