The App Trap 15 February 2011
Who is this guy?•   20 years of experience in print and online•   Orange, EMAP Online, Dennis Interactive,    Leader of De...
The Good News• 3 billion mobile devices in use• More users will access the net via  mobile than PCs within 4 years• Smartp...
The Bad News• Market fragmentation• ‘App Store’ hysteria• Cowboys & sharks circulating• The boss wants an iPhone/iPad app•...
Market Fragmentation   • iOS   • Android   • webOS   • Windows 7   • BlackBerry   • Symbian?
2005£40 million   $500m
2011                  10 billion downloads                  $1 billion revenue total                  $35,000 development ...
Avoid the App Trap                             Share up-front costs                             Integrate into workflow    ...
Wayne Gretsky“A great hockeyplayer skates to wethe puck is going tobe, not where it is.”
An Alternative?• iOS                  HTML• Android               CSS• webOS• Windows 7           jQuery/• BlackBerry     ...
The advantages   Level playing surface   Data collection   Cross-platform   No App tax & approval   Cheaper dev costs   Th...
Any Questions
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Mat Toor - Imagine Publishing

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Mat Toor - Imagine Publishing

  1. 1. The App Trap 15 February 2011
  2. 2. Who is this guy?• 20 years of experience in print and online• Orange, EMAP Online, Dennis Interactive, Leader of Dennis ‘Skunkworks’, Imagine• Launched 8 websites in the past 3 years - 2.5 million new readers - including Know Your Mobile and UK Mobile Phone Deals• Over 40 apps on the App Store
  3. 3. The Good News• 3 billion mobile devices in use• More users will access the net via mobile than PCs within 4 years• Smartphone sector is exploding - 200m sold in Q4 2010• Control is shifting from carrier to consumer• App Store 10bn downloads, $1bn revenues
  4. 4. The Bad News• Market fragmentation• ‘App Store’ hysteria• Cowboys & sharks circulating• The boss wants an iPhone/iPad app• Fear of not making a killing
  5. 5. Market Fragmentation • iOS • Android • webOS • Windows 7 • BlackBerry • Symbian?
  6. 6. 2005£40 million $500m
  7. 7. 2011 10 billion downloads $1 billion revenue total $35,000 development $3000 revenue per appSource: Communities Dominate Brands
  8. 8. Avoid the App Trap Share up-front costs Integrate into workflow Budget for updates Recruit & develop talentSource: Communities Dominate Brands 2011
  9. 9. Wayne Gretsky“A great hockeyplayer skates to wethe puck is going tobe, not where it is.”
  10. 10. An Alternative?• iOS HTML• Android CSS• webOS• Windows 7 jQuery/• BlackBerry javascript
  11. 11. The advantages Level playing surface Data collection Cross-platform No App tax & approval Cheaper dev costs The next big things...
  12. 12. Any Questions
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