Pinch Media’s Conclusions
•Users stop using the average applications quickly.
•Long-term audiences are generally 1% of total
•Paid apps retain users longer, but still steep drop
•Difficult to make enough money from a free
application based on advertising revenue
Success Determined by Top Lists & Features
More Open ≠ No Gatekeeper
(what about that 4%?)
Some Rejected Applications
• Obama Trampoline
• I Am Poor
• The South Park App
• Pull My Finger
• Freedom Time
• Google Voice
"Even though my personal political leanings are
Democratic, I think this app will be offensive to roughly
half our customers. What's the point?" — Steve Jobs
iPhone Only Part of World Wide Market
Symbian RIM iPhone Microsoft Android Others
Q3 2009 Smartphone Sales — Thousands of Units
iPhone Only Part of US Market
RIM Apple HTC Palm Nokia Samsung Others
Q3 2009 Smartphone Market Share
Symbian Windows Mobile
Objective C WebOS
Java ME Dalvik
Flickr photo by André-Batista: http://www.ﬂickr.com/photo_zoom.gne?id=408700622&size=o
Google Mobile — App Challenges
• Pressure from CEO for rapid releases
• 10+ platforms to support
• Over 100 different builds
http://www.ﬂickr.com/photos/83731031@N00/445924458/ • http://www.ﬂickr.com/photos/mcdave/142758127/
Apps are Just the Tip of the Iceberg
• Small & medium businesses will be impacted by mobile, but haven’t yet.
• Can people ﬁnd their locations, information on mobile?
• Enterprise barely begun — access to Intranet content
• Mobile search = mobile search optimization
• What about Google Maps? How to make sure you show up?
• Mobile advertising campaigns and planning
Tips for Your Mobile Strategy
Consider Whole Mobile Strategy
What happens if they don’t have your app?
The App Store is Not Your Marketing Strategy
What is Your Recurring Revenue Plan?
Know Your Demographics
Blackberry has Emerging markets
global enterprise of worldwide
mobile market. MMS traffic.
BMW Turned $70k MMS into $45M Revenue
Plan for Mobile Context
built-in payment channel
accurate audience measurement
Thank You for Your Time!
http://cloudfour.com/blog • Twitter: @grigs
Mobile Portland: http://mobileportland.com
Flickr photo by Pingnews: http://www.ﬂickr.com/photos/pingnews/370061022/