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The deck I shared at the Digital Communications event in London on Friday
Citation preview
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
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
Sign up for Mobile Fix
www.addictivemobile.com
@addictivemobile