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AppStores are the latest craze in mobile content distribution. In session we'll compare and contrast all the different choices that developers can tap to get their mobile content out to users. We'll compare and contrast iPhone AppStore, Android App Market, BlackBerry App World, Windows Mobile MarketPlace, Palm App Catalog, and Nokia OVI Store. Although we can't guarantee you'll walk out of this session with a 10 step plan to become a millionaire with your next App, we'll give you some useful tips and insight about the opportunities available and how to take advantage of them.
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The App Store Revolution Craze
Multi-Mania - Belgium, Kortrijk
May 19, 2009 - 14:00
Scott Janousek
Agenda
Intro
Mobile Revolution!
Mobile & Device App Store Craze
Wrap up
This is a business presentation.This is an “awareness preso”.
Very little code here. :)
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Intro
Me
From Boston, Massachusetts, USA
10 Years as a Web and Interactive (Flash) Developer
4 Years doing Flash (Lite) on Mobile & Devices
Adobe Community Expert, Adobe Certified Trainer, & Adobe User Group Co-manager, Forum Nokia Champion
(Flash) Mobile Book author & Adobe Community Blogger
CEO/Founder - Hooken Mobile
5
New England (USA)
I grew up
live
My Mobile “Genesis”
My First Mobile Application (<eye tear>)
“Mobile Conference Guide”
FITC 2005 (Toronto, Canada)
Flash Lite 1.1 (UI) + MySQL & PHP (backend)
How many people used? 5 out of 500 = 1%
No “App Stores” then (circa 2005) ... ;) Flash Lite 1.1 Mobile Guide App
Flash Lite 1.1/2.x Mobile Content
Some Newer Flash (Lite) Experiences
Flash Mobile Books
“advancED Flash on Devices”Mobile Development with Flash Lite and Flash 10Elad Elrom, Scott Janousek, Thomas Joos
ISBN-10: 1-4302-1904-1“Work in Progress”
Flash Applications for Mobile DevicesRichard Leggett, Scott Janousek, Weyert Boer
ISBN: 1590595580Published: Dec 2006www.flashmobilebook.com
www.friendsofED.com
Hooken Mobile
4 years in business
Mobile Consultancy (Client Service focused)
Application Development & Flash Mobile Training
Going Forward ... Flash, Android, iPhone, potentially webOS ... more Products.
11
www.hookenmobile.com
MassMobile User Group
User Group in Boston for Mobile Developers
25 developers, 3 meetings ... started in Jan 2009
Android & iPhone (mostly)
Me = (currently) the only “Flash guy” ;)
Our talks = business and technical
www.meetup.com/massmobile
Mobile Monday Boston
www.momoboston.com
Regularly > 400 attendees
> 200 mobile companies
Boston Mobile Companies = $215 Million (USD) in Q1, 2009 “momoboston” on April 2009 at MIT
Mobile Revolution!
How many people ...
Have an iPhone?
Have a Nokia?
Have an Android device? BlackBerry?
Have OTHER portable and mobile devices?
How many people have > 1 mobile device?
How many people ...
Have downloaded/installed a mobile app? :)
Are new to Mobile Development?
Have created a mobile application?
iPhone developers? Android? Flash Mobile? Other?
Are making money off mobile apps?
Having lots of fun with mobile development? :)
It’s all about choice ...
What do folks like?
Source: http://blog.wired.com
Mobile Devices & Platforms
Some Mobile Jargon
OEMs = Original Equipment Manufacturers
Carriers/Operators = Phone companies
Content = Mobile “Apps”, games, other Media
Gardens (open/closed) = Ecosystem Setups
Fragmentation = (SW/HW) inconsistencies across devices/platforms
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Handsets = SmartPhones/Mobile Phones
App = (Mobile) Software Application
Emulators = Mobile Testing Software
Target(s) = Devices and/or platforms you are working with/developing for
... and many more. No shortage of industry terms! :)
Device Evolution
Portable Devices
NetBooks and UMPC type devices
Mobile Internet Devices (MIDs = Nokia N810)
Portable Media Players (PMPs = iPod Touch, iRiver, etc)
“Feature Phones” (aka “Cell Phones”)
SmartPhones (iPhone, N97, G1, BlackBerry)
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Some Mobile Device “OEMS”
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SmartPhone Platforms
Apple iPhone
Google Android
Nokia (Symbian S60)
Black Berry/RIM
Microsoft Windows Mobile
Palm webOS
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SmartPhones
iPhone (OSX)
Palm Pre (Palm OS)
Nokia N97 (Symbian)
G1 (Android)
BlackBerries (RIM)
Windows Mobile Devices (“6.5”)
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SmartPhones vs. “Feature Phones”
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“Rough” Device Numbers
Android iPhone Nokia S60 Windows Mobile
Black Berry (RIM)
Others
> 1 million
20-40 million> 140
Million> 30 Million > 30 Million 1 Billion
“Device numbers aren’t everything ... but they are always part of the overall equation. More importantly is the Quality (of user experience) vs. Quantity.” - Me
FragmentationExample: Device “A” supports a specific feature, but ... Device “B” doesn’t
Causes = OEMS, Operators
Occurs = Hardware, Software Levels
“Workaround” = multiple versions of an app! ;(
“A motion-sensing 3D game with a GPS social networking feature won't work on a lot of Windows Mobile handsets, but a 2D, keypad-controlled Asteroids clone won't necessarily make a developer rich.”
“Apps”
New Mobile Culture
OLD = VoiceNEW = DATA (Apps & Services)!
Mobile Content Types
Screen savers & Wallpapers
Mobile User Interfaces
Ring tones
Media (Music, Video, Photos)
Applications (Games, Productivity, etc)
Application Stack
Application Stack
Mobile Business & Ecosystems
“The Perfect Storm”
Better Mobile User Experiences
Device Capabilities
Better Connectivity
Powerful Devices (Smartphones)
Distribution Channels for making Money!
Users are consuming content!
Compelling Apps!
Old vs. New Mobile
App Stores+
Developer Imagination+
Entrepreneurial Spirit =
Fun and Money
Operator Deck+
Developer Imagination+
Operator Greed=
Blood, Sweat, Tears (& Money)
OLD NEW
Mobile Print Ad in USA
Verizon Wireless (U.S.A Operator)
We did not have these “App ads” 1 year ago!
“iphone like” ;)
Mobile Apps are “mainstream”
New Billboard Ad in Boston (on my way to Logan airport) - May 2009
TV Spot #1
iPhone Ad (in U.S)
Target App Consumer
“I’m downloading around 2-10 apps a day (yeah, I’m completely addicted), and it seems like 90% of them are complete ju<beep>nk. (but usually a fancy one ...)”
- an iPhone content consumer
“Show me the Money!”
Projects for Hire
Consultancy
Private and Public Funding
Ad Funded
“Challenges and Contests”
App Stores = Revenue Splits
# of Apps Downloaded
From http://compete.com/
Pricing Apps
% of People Who Buy
From http://compete.com/
iPhone Pricing
Selling Apps
Price Points
$ 0.99 popular for iPhone (iTunes)
Otherwise: FREE to PAID Amount
Mobile Ads (worth it?)
Subscription Model Tie-ins
Pay for feature add-ons popular in future ...
Marketing your app
Blogs
App Review Sites ...
Social Tools:
Mobile App Review Sites
AppVee (Boston based company- Android & iPhone)
Apptism
iphoneapppreviews.net
Frame27.blogspot.com (Flash Mobile Games)
Many, many, others ...
Mobile & Device “App Store” Craze
It’s a Revolution!
Dear Operators & OEMs, millions of Devices are nothing without DEVELOPER Apps ...
What is a “Craze”?
Definition:
“a popular or widespread fad, fashion, etc.; mania: the newest dance craze.”
SmartPhone App Stores
Windows Mobile Marketplace
Nokia OVI Store
Android AppMarket
BlackBerry AppWorld
Apple iPhone AppStore
The Result (“The craze”) ...“Catalyst”
Palm App Catalog
App Store Features
App Stores Compared
From Gizmodo.com
Apple AppStore
Launched in 2008
Over 1 billion apps downloaded & > 40,000 applications available
Distribution = iTunes (Desktop) & iPhone/iPod (On Device Catalog)
Developer Program Fee = $99 USD/ $299 USD
Revenue Split: 30% (Apple), 70% (Dev)
SDK and Dev Tools (XCode)
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“iPhone Effect”
Source: http://www.appleinsider.com
“iPhone Effect”=
Established Brand+
Customer Loyalty+
Fashion Identity
1,000,000,000downloads
iPhone App Store Stats
1,000,000,000 downloads (Q2, 2009)
xx,000,000 device users (how many users are consuming content? Lots.)
40,000 apps
iPhone AppStore Stats
http://www.mobclix.com/appstore/
Some Pros & Cons
Strong Brand (“Trendy”)
Simple Purchase Process
Great (Mobile) UX
Low Barrier to Dev Entry
Less Fragmentation
20 million devices
“1 Hit Wonder” Applications
Getting “lost” within App Store
“Knockoffs Apps”
Saturated Marketplace
No Adobe Flash Player
Where to get Started
developer.apple.com
Flash App to iPhone: Porting Process
Thomas Joos (Belgium based)
Flash & Flash Lite Designer/Developer
Mobile Project Discussion
Android App Market
Launched in 2008
Million of apps downloaded & hundreds of applications available
Distribution = G1 (On Device Catalog)
Developer Program Fee = $25 USD
Revenue Split: 30% (Google), 70% (Dev)
Open Source (Android SDK)
Some Pros & Cons
Sideload off deck
24 hour return policy
Open Source roots
Adopted outside of SmartPhones
Device(s) not “stellar”
Experience good, but not excellent
Fragmentation likely
People expect FREE?
Low Device #’s now
Android vs. iPhone
Where to get Started
developer.android.com
Launched 2009
Dev Cost = $200 USD per 10 apps
No new SDK or dev tools
Payment = Paypal
Revenue Split = 80% (dev)/20%
PricePoint of App: FREE or >= $2.99
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BlackBerry AppWorld
Some Pros and Cons
Strong Business Brand
User base has money to spend!
Very Popular Communication
User base is older age group ... not as “mobile savvy”
Expensive Development
High Pricing Barrier
Where to get Started
na.blackberry.com/eng/developers (North American)
Windows Mobile Marketplace
ETA: Q4 2009
Windows Mobile 6.5 Devices
$99/year to push 5 apps
$99 per Additional Application
Revenue Split: 30% / 70% (dev)
Promising (TBD) ... App Approval Transparency, 24-hour return policy, wide device support, non-exclusivity
Some Pros & Cons
Lots of Devices
Heavy Branding
Microsoft “Muscle”
Lots of existing apps to port/reuse ...
Windows Mobile Devices not quite “trendy” (yet)
Fragmentation likely?
Still Early on details (Windows Mobile 7?)
Where to get Started
www.windowsmarketplace.com
Palm App Catalog
ETA = TBD (device rumored June 2009 in U.S.)
Private SDK Beta available
Distribution = Palm Pre (on Sprint Network)
Developer Program Fee = TBD
Revenue Split: TBD
Web Development Tools & SDK (webOS, Mojo)
Pros & Cons (TBD)
Pre = compelling device
Easy to Develop (Web Apps)!
Potential Limited Device API
Web Apps = Less Powerful Apps?
Where to get Started
developer.palm.com
Nokia OVI Store
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ETA = End of May, or June 2009
Distribution = 40+ million devices
S40 Feature Phones & S60 SmartPhones
Developer Program Fee = FREE
Revenue Split: 30% (Nokia), 70% (Dev) **
App listings are free & unlimited, Symbian certificates are NOT free
Supports Flash Lite, Java, Native Symbian S60, etc
Some Pros & Cons
Global Market
Not only Apps, but other “media types”
“Open Policies”
Nokia 5800 ... & N97!
Limited U.S. Market
Symbian/S60 = Aging Mobile Experience
Fragmentation
Where to get Started
publish.ovi.com
Mobile Share Prediction
3rd Party Flash Lite Content Aggregators
Independent Content Aggregator (Flash Lite, etc)
“Old School” Symbian, Windows Mobile, etc Content Aggregator
Independent Content Aggregator (Flash Lite, etc) - Ad Funded
Independent Content Aggregator (Flash Lite, etc)
ZEDContent Aggregator (Flash Lite, etc)
Wrap up
Announcements
Flash Lite Opportunities
Nokia: Calling All Innovators www.callingallinnovators.org
Open Screen Project ($10M USD Fund) www.openscreenproject.org
Flash Lite Developer Challenge ($100 K) www.flashlitedeveloperchallenge.com
Publish to OVI (App) Store publish.ovi.com
www.mobiledevjobs.org
Looking for a job in the mobile industry?
Free mobile job posting sites
iPhone, Android, Symbian, Windows Mobile, webOS, BlackBerry, Java, and more.
Global reach and mobile platform independent
Flash on Tap 2009
Beer Festival + Flash ConferenceMay 28-30, 2009 in Boston, USA
www.flashontap.com
FITC Mobile 2009
www.fitc.ca
iDev 360
iPhone Developer Conference
Sept 27-30, 2009
Denver, Colorado, USA
www.idev360.com
Potential Future
What will App Stores and Mobile Content be like in 2-3 years?
Is there a Mobile App Store “Bubble” forming (recall DOT COM era)?
Are “App Stores” the next big thing on other devices besides SmartPhones? (e.g. netbooks?)
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URLSwww.mobilemonday.be
www.intomobile.com
www.mobile-ent.biz (ME Magazine)
publish.ovi.com
developer.apple.com
developer.android.com
developer.palm.com
na.blackberry.com/eng/developers (North American)
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Q & A
Contact Me
91
email: [email protected]
blog: www.scottjanousek.com
twitter: www.twitter.com/scottjanousek
linkedin: www.linkedin.com/in/scottjanousek
web: www.hookenmobile.com
email: [email protected]
Thanks
Have a great rest of the conference!
