LSS'09 Mobile Panel G Sterling Intro

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Mobile – The Future of Apps is Bright …

Mobile – The Future of Apps is Bright
This panel is all about apps – in particular social and local apps (and some mapping which is of course a key part of local)… Phones started out as social devices – we made voice calls. Then we had SMS (text) and then email (think Blackberry). Now we have smart phones, iPhones and Gphones – personal mobile devices. What does the present and future hold for “local social” on Mobile? How does the rise of the iPhone and emergence of Android change the game? We will examine the fast growth of and impact of applications (and app stores). We may also see some wicked demos, discuss new business models and view what an ‘augmented’ real local world might look like.
Moderator: Greg Sterling, Internet/Mobile Analyst

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  • 1. Greg Sterling Sterling Market Intelligence/Opus Research A Few Words about Mobile Apps
  • 2. SMS: Broadest reach, platform “agnostic” Apps: Richest experience, smaller audience Mobile Web: PC sites rendered in browsers can be optimized Segments: SMS, M-Web, Apps Reach Functionality
  • 3.
    • The iPhone has popularized mobile applications
    • Now every major smartphone platform has apps; many operators too
    Apps Pre-Date the iPhone, but . . .
  • 4. Apps All Around
    • The Major Platforms:
    • iPhone: 100,000 (approx); 2 billion downloads
    • Android: 10,000
    • RIM/BlackBerry: 3,040
    • Nokia Ovi Store: 660
    • Windows Mobile (Marketplace): 246
    • Palm: 100 official, 280 “homebrew”
    Source: company reports, range of estimates
  • 5. Number of Downloads (Monthly) Source: AdMob 8/09, (US data)
  • 6. Engagement: Time Spent with Apps Source: AdMob 8/09, (US data)
  • 7. Many Intentions & Uses of Apps
    • Branding
    • Zippo Lighter
    • Rugby (Ralph Lauren)
    New Revenue Sports Illustrated Jimmy the Bartender Reference Apps Games Advertising Seventeen Magazine Style.com Commerce/Lead Gen Amazon Mobile eBay Adobe
  • 8. Meaningful Revenues (for Companies)
    • Generated US$1 million in sales since launch -- roughly 3 mos. ago
  • 9. Meaningful Revenues (for Developers)
    • Pinch Media:
    • iPhone: 2B app downloads; paid apps 610M of that
    • Revenue earned by developers in 15 mos. approx US$900M
    • Hypothetical average paid app revenue to developers: $12,100 ($8.5K net) £7446 (£5230)
      • No “average” (only big winners and underperformers)
  • 10. Paid Apps Used More Heavily Source: Pinch Media (10/09)
  • 11. Usage of Most Apps Doesn’t Last Most apps are downloaded but abandoned quickly