Next11 Xyologic - In The App Economy Germany Is Not A Technology Adoption Island Anymore

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  • 1. Free Your Apps Or StarveIn Your Walled GardenMatthaus Krzykowski, CEO Xyologicwww.xyologic.com/next11 @matthausk @xyologic
  • 2. About XyologicWho We Are – An App Store Search CompanyWhy You Should Care – We Know Who’s Who In The App EconomyWe index 650,000 apps on Apple iOS, Google Android, Microsoft WP7 in 27 countries. Our“AppRank” Algorithm estimates their local download numbers each month.This makes our search results very relevant – users find what they search for.It gives us unique insights into trends of the app economy, the key apps & apps publishers in each market.CHECK OUT THE DOWNLOAD STATS OF YOUR APP AT XYOLOGIC.COMwww.xyologic.com/next11 @matthausk @xyologic
  • 3. So Your App Has A Couple OfThousand Downloads Each MonthDeutsche Bahn Navigator - iPhone 43,000DSDS by RTL Interactive - iPhone 42,000BILD - iPhone 39,200TV Spielfilm - Android 39,000Autoscout 24 - Android 26,000Source: Xyologic - Selected Top Downloaded Apps In The German Apple App Store, Android Market, Aprilwww.xyologic.com/next11 @matthausk @xyologic
  • 4. Yet Already Millions Of EuropeansDownload Apps Each MonthFrance - iPhone 63MGermany - iPhone 62MUK - iPhone 98MUK - Android 36MUK - WP7 2MSource: Xyologic - Selected Download Numbers By Country, Aprilwww.xyologic.com/next11 @matthausk @xyologic
  • 5. The App EconomyIT’S ALREADY HERE, IT’S BIG AND IT’SDISRUPTIVE.www.xyologic.com/next11 @matthausk @xyologic
  • 6. The Silicon Valley ViewMobile Apps Disrupt Every Industry – Globally. print media retail video group buying lodging radio directories transportationwww.280.vc Shasta Ventures @robconeybeer
  • 7. Disruptive – The Majority OfDownloaded Apps Are Free AppsAndroid iPhone0,065% of all 20,2% of alldownloaded apps in Germany in downloaded apps in the UK in AprilApril were paid apps. were paid apps.Source: Xyologic - Percentages of Free App Downloads as of Total Downloads per Country, Aprilwww.xyologic.com/next11 @matthausk @xyologic
  • 8. Implications1. FOR USERS IT’S ABOUT FREE APPS2. THE VALUE OF AN APP IS IN USER USAGE - A PAID APP KEEPS USERS AWAYwww.xyologic.com/next11 @matthausk @xyologic
  • 9. Disruptive – Your Local App Economy Is NotThe Digital Island You Know From The Web It is not like the European Web – which can be seen as a series of local islands with local adoption patterns & strong local players.Selected Key Websites, Germanywww.xyologic.com/next11 @matthausk @xyologic
  • 10. New Consumer Behaviour Patterns AreInstantly Here26.300 travel apps with 250 million total downloads on iOS and Androidin February 201180% of the top 200 downloaded apps share some of the same 10features. Google products are among the three most downloaded travelapps on iOS and Android; only adapted to markets by language and localinformation.Only specific apps e.g. information on local transportation are provided bylocal publishers in local languages.Insights from the study on the state of travel app development in US, UK, D, F, E, NL, PL and SE (2011) bywww.justdamnright.com @nadinebruder
  • 11. Local Web Islands The App EconomyInterface: Search Interface: App StoreSearch: Local Content Search: International Apps Language: Mostly EnglishLanguage: Local Competition: Mostly AmongCompetition: Among Local Brands International AppsMarketing Budgets: Local Marketing Budges: GlobalEuropean App Publishers and Investors compete for user attention againstinternational apps.www.xyologic.com/next11 @matthausk @xyologic
  • 12. Your Local App Economy Has New Key PlayersCountry Previous Apps Downloads This App Title Publisher App Type CategoryRank Rank Published Month Cooper Media 1 New Paradise Island Games ARCADE 1 635,000 Corp. 2 1 Facebook for Android Facebook Apps SOCIAL 1 421,000 3 2 Google Maps Google Inc. Apps TRAVEL_AND_LOCAL 39 366,000 4 4 Horoscope Horoscope.fr Apps LIFESTYLE 4 363,000 5 6 WhatsApp Messenger WhatsApp Inc. Apps COMMUNICATION 2 351,000 Rovio Mobile 6 11 Angry Birds Rio Games ARCADE 4 347,000 Ltd. 7 75 Mouse Trap Magma Mobile Games BRAIN 46 317,000 NEWS_AND_MAGAZI 8 5 World Newspapers Abhishek Kumar Apps 15 293,000 NES Gameview 9 Tap Fish Games CASUAL 2 250,000 Studios 10 7 Bubble Blast 2 Magma Mobile Games BRAIN 46 199,000 11 FreeMusicDownloader Cosla Apps ENTERTAINMENT 1 174,000 Rovio Mobile 12 10 Angry Birds Seasons Games ARCADE 4 144,000 Ltd. Rovio Mobile 13 3 Angry Birds Games ARCADE 4 129,000 Ltd. RunnerGames.St 14 60 Yoo Ninja! FREE Games ARCADE 11 120,000 udios 15 14 Speedx 3D full&free HyperBees Ltd. Games ARCADE 13 117,000Source: Xyologic - Top 15 Downloaded Apps, Android, Germany, April 2011www.xyologic.com/next11 @matthausk @xyologic
  • 13. So Where Is The Money?IN-APP PURCHASE(& IN-APP ADVERTISING, UPSELLING,COMPLEMENTARY SERVICES, SUBSCRIPTIONS,CROSS-MARKETING AND A COUPLE MORE)www.xyologic.com/next11 @matthausk @xyologic
  • 14. Gaming Comes First40% of all downloaded free games on iPhone (US) were games within-app purchase in March 2011Source: http://bit.ly/k5HhSxUS Revenue Of Games On iOS & Android$800M in 2010Up from $500M in 2009DisruptionPlayStation Portable, Nintendo DSSource: http://bit.ly/mdur6Xwww.xyologic.com/next11 @matthausk @xyologic
  • 15. Users Buy Virtual Goods … and the Valley bets that in-app purchase extends beyond gamesAn Example of a feature users are willing to pay for – the Mighty Eagle feature in the Angry Birds game by Rovio Mobilewww.xyologic.com/next11 @matthausk @xyologic
  • 16. Users buy information and service Comfortable navigation and safe car trips with live voice guidanceAn Example of a feature users are willing to pay for – the Live Voice Guidance in MotionX-GPS Drive by Fullpower Technologieswww.justdamnright.com @nadinebruder
  • 17. Users buy information and service Real-time video translation of printed wordsAn Example of a feature users are willing to pay for – language packs (English/Spanish) in Word Lens by QuestVisualwww.justdamnright.com @nadinebruder
  • 18. Users buy information and servicePush notifications on flight status, airport directory, weather forecast andreal-time flight boardingAn Example of a feature users are willing to pay for – the international FlightTrack Pro travel app by Mobiatawww.justdamnright.com @nadinebruder
  • 19. AdviceBUILDING AN APP IS ONLY A STEPMAKE YOUR APP FREEFIGURE OUT THE FEATURES YOUR USERSCARE ABOUT AND ARE WILLING TO PAY FORDO YOUR RESEARCH – VISIT XYOLOGIC.COMmatthaus@xyologic.comhello@justdamnright.com