mobile apps - tactic or strategy?

Apps – Tactic or Strategy?

Simon Andrews

Mary Meeker – Morgan Stanley – April 2010

“Rapid Ramp of Mobile Internet usage will be a boon

to consumers &some companies will likely win

big (potentially very big)while many will wonder what

just happened”

Mobile to evolve like online?

“ OK we need a website ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

Mobile to evolve like online?

“ OK we need a website ”

“ We need traffic – lets

advertise online ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

Mobile to evolve like online?

“ OK we need a website ”

“ We need traffic – lets

advertise online ”

“ We need to be strategic about

online ”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

Businesses cannot riskbeing slow with mobile

“ OK we need a website”

“ We need traffic – lets

advertise online”

“ We need to be strategic about

online”

1995 - 1999 2000 - 2005 2006 - 2009

MillionsOnline

350mOnline1999

400m+Smartphones2010

However….

Only 8% of Fortune 1000 businesses have a mobile strategy

(2005)What we need is a

viral

(2010) What we need

is an iphone app

Morgan Stanley believe each computing cycle is 10 times bigger than the last

So mobile web is potentially 10 times bigger than the PC internet

“The new rule. Mobile First”

• Eric Schmidt – Google

“We found out that we were the largest [mobile

company] in the world measured by revenue. So yes, you should look at

Apple as a mobile device company,"

Tim Cook – COO Apple

Facebook have 100m

mobile users & talk of

reaching billions…

Comscore data shows that mobile is mass

marketHigher on chart = more female

Further to right = older

Size of bubbles = # of users

28 29 30 31 32 33 34 3533%

35%

37%

39%

41%

43%

45%

47%

49%

Browsed

Mobile Media

Purchased Ringtone

Unlimited Data Plans

Played GamesSocial Networking

Used App

Purchased Game

Made Own Ringtone

Listened To Music

Ringback

Email

Demographics of Mobile Media Activities

Median Age

% F

emal

e

Product: MobiLens

Data: Three month average ending January 10

Country: UK- N= 15,824

http://www.flickr.com/photos/rhinman/

Date Available apps Downloads to date

July 11, 2008[14] 500 0

July 14, 2008[11] 800 10,000,000

September 9, 2008[15] 3,000 100,000,000

October 22, 2008[16] 7,500 200,000,000

December 5, 2008[citation needed] 10,000 300,000,000

January 16, 2009[12] 15,000 500,000,000

March 17, 2009[citation needed] 25,000 800,000,000

April 23, 2009[13] 35,000 1,000,000,000

June 8, 2009[17] 50,000 1,000,000,000+

July 11, 2009[citation needed] 55,000 1,000,000,000+

July 14, 2009[18] 65,000 1,500,000,000

September 9, 2009 75,000 1,800,000,000

September 28, 2009[19][20] 85,000 2,000,000,000

November 4, 2009[21][22] 100,000 2,000,000,000+

January 5, 2010[23][24] 100,000+ 3,000,000,000+

March 20, 2010[25] 150,000+ 3,000,000,000+

April 8, 2010[3] 185,000+ 4,000,000,000+

http:

//en

.wik

iped

ia.o

rg/w

iki/A

pp_S

tore

And the rest…Store Available apps Downloads

Ovi 2500 10m

RIM ( Blackberry) 2000 unknown

Android 42000 unknown

Get Jar 53000 600 million

windows 376 unknown

http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices

Plus LG, Samsung, Vodafone and many others….

Operators are reacting to consumer demand

TouchTouch

Movement

Location

Voice

Eyes

Ears

Apps can be really rich experiences

To the user these are all apps

But not all of them are….

Bookmarkfor web sites

Our view

• An app is the way to get content and services on a smartphone

• Whether that is coded in Cocoa or HTML5 doesn’t matter

• Whether its an app or browser or blended doesn’t matter

• What matters is that the experience works – and ideally delights

addictive ideas

Solving Businessproblems

by Solving Customerproblems

Focused on mobileSupported by other digital channels

Smart brands go multi platform

And integrate with online

Everything you would expect

And something you don’t

Users demand a full service

The idea of the fixed phone bemuses kids

The idea of the fixed web will soon seem equally weird

The mobile web opens up new situationsfor business to connect with their customers

5 things to remember

1. Think about mobile strategically2. You must have a mobile friendly

site/landing page3. Is mobile search turned on or off?4. Its not just about iPhone - but do

iPhone first and optimise5. Remember the browser and blend& Consider whether you need expert

advice

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www.addictivemobile.com

simon@addictivemobile.com

@addictivemobile