APPS VS. WEB Patrick Mork CMO  [email_address]
Putting apps into context…. <ul><li>Over 6 billion downloads last year from zero a few years ago </li></ul><ul><li>Estimat...
GetJar is the world’s 2 nd  largest app store <ul><li>Appsolutely Everything </li></ul><ul><ul><li>Started in 2005 </li></...
Confidential Apps vs. web – does the consumer care? Is my phone a smartphone? Blackberry Bold, Curve, Tour, Storm? Will it...
Apps – high maintenance but deep engagement <ul><li>Cons: </li></ul><ul><li>Cost of development up to 250k (if custom buil...
Mobile web– unsexy, superficial but easy (DEMO) <ul><li>Cons: </li></ul><ul><li>More limited functionality </li></ul><ul><...
What’s my strategy? <ul><li>Am I brand building or trying to get the user to “do” something? </li></ul><ul><ul><li>Determi...
Geekstuff – what you need to know <ul><li>Installed base of users / handsets    how many? </li></ul><ul><li>Handset partn...
The big boys are cross platform US focus
And increase their coverage internationally Intl focus
Freebie: Now I’ve got my app /site…now what? Confidential “ App it!”   allows users to download your app to their phone in...
Facebook: Just  App it! <ul><li>Facebook needed global mobile distribution to reach the mass market. </li></ul><ul><li>Act...
How Facebook used App it! on its mobile site Confidential Step 1: Consumer visits the Facebook site and clicks a link to “...
GetJar Networks Inc.  1500 Fashion Island Blvd, suite 209 San Mateo, California 94404 USA Follow us: @GetJar Friend us at ...
Appendix: Facebook Example Confidential m.facebook.com (mobile site) facebook.getjar.com (App Download Page on GetJar)
Appendix: Cncted uses  App it!  on Twitter <ul><li>The app: Cncted </li></ul><ul><li>What it does: IM client that works ac...
Case Study: AP leverages  App it!  on email <ul><li>As part of the World Cup the Associated Press wanted to promote it’s a...
How to use  App it!  on  WEB  – example <ul><li>Place your branded App it ! banner on your website </li></ul><ul><li>Consu...
Why our partners use App Download Page? <ul><li>Free to deploy and use  </li></ul><ul><li>One point of access for consumer...
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Digiday apps nyc

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GetJar CMO, Patrick Mork's presentation at DigiDay Apps 2010

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Digiday apps nyc

  1. 1. APPS VS. WEB Patrick Mork CMO [email_address]
  2. 2. Putting apps into context…. <ul><li>Over 6 billion downloads last year from zero a few years ago </li></ul><ul><li>Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper) </li></ul><ul><li>Over 350,000 apps between Apple, Android and GetJar </li></ul><ul><li>69M people used apps in April (Comscore April, 2010) </li></ul><ul><ul><li>38 Million were Smartphone users </li></ul></ul><ul><ul><li>31 Million were Feature phone users </li></ul></ul><ul><li>Biggest app categories in order (Comscore April, 2010): Weather, Maps, Social Networking, News and Sports information </li></ul>Confidential
  3. 3. GetJar is the world’s 2 nd largest app store <ul><li>Appsolutely Everything </li></ul><ul><ul><li>Started in 2005 </li></ul></ul><ul><ul><li>Supports 2200+ phones </li></ul></ul><ul><ul><li>70,000+ free apps & sites </li></ul></ul><ul><ul><li>80M downloads per month </li></ul></ul><ul><ul><li>1 billion downloads to date </li></ul></ul><ul><ul><li>200+ countries </li></ul></ul><ul><li>App / Site Publishing and Promotion for content owners </li></ul><ul><ul><li>Free distribution </li></ul></ul><ul><ul><li>Pay-Per-Download distribution </li></ul></ul><ul><ul><li>App it! self promotion tool </li></ul></ul>
  4. 4. Confidential Apps vs. web – does the consumer care? Is my phone a smartphone? Blackberry Bold, Curve, Tour, Storm? Will it work on my old old Nokia 3120? What version of Android do I have? What is Symbian?
  5. 5. Apps – high maintenance but deep engagement <ul><li>Cons: </li></ul><ul><li>Cost of development up to 250k (if custom built)* </li></ul><ul><li>Platform fragmentation </li></ul><ul><li>Time to market </li></ul><ul><li>Distribution / maintenance </li></ul><ul><li>More competition </li></ul><ul><li>Pros: </li></ul><ul><li>Always “on” </li></ul><ul><li>Depth of engagement </li></ul><ul><li>Leverage device power / features (touch, accelerometer) </li></ul><ul><li>Viral! </li></ul>Confidential
  6. 6. Mobile web– unsexy, superficial but easy (DEMO) <ul><li>Cons: </li></ul><ul><li>More limited functionality </li></ul><ul><li>Require mobile connection </li></ul><ul><li>Not as sexy </li></ul><ul><li>Pros: </li></ul><ul><li>Much wider reach </li></ul><ul><li>Can be promoted more easily </li></ul><ul><li>Cheaper development </li></ul><ul><li>Can be promoted like apps </li></ul><ul><li>Easier to maintain </li></ul>Confidential
  7. 7. What’s my strategy? <ul><li>Am I brand building or trying to get the user to “do” something? </li></ul><ul><ul><li>Determines app or web strategy </li></ul></ul><ul><li>Do I want a deep experience or something more shallow? </li></ul><ul><ul><li>Determines platform strategy </li></ul></ul><ul><li>How broad is my audience? </li></ul><ul><ul><li>Determines app or web strategy </li></ul></ul><ul><li>How much resource do I have? </li></ul><ul><ul><li>Determines depth of engagement and number of platforms </li></ul></ul><ul><li>How important is monetizing my mobile users? </li></ul>Confidential
  8. 8. Geekstuff – what you need to know <ul><li>Installed base of users / handsets  how many? </li></ul><ul><li>Handset partners  who uses them? </li></ul><ul><li>Size of apps catalog? How competitive is their app store? </li></ul><ul><li>Discovery / distribution  how easy is to promote your app / get seen? </li></ul><ul><li>Billing  yes /no? what type of billing? </li></ul><ul><li>How fragmented is the platform? </li></ul>Confidential
  9. 9. The big boys are cross platform US focus
  10. 10. And increase their coverage internationally Intl focus
  11. 11. Freebie: Now I’ve got my app /site…now what? Confidential “ App it!” allows users to download your app to their phone in a single click It’s provides you with one, single destination to tell consumers where to get your app or access your site regardless of their phone make/model”
  12. 12. Facebook: Just App it! <ul><li>Facebook needed global mobile distribution to reach the mass market. </li></ul><ul><li>Actions: </li></ul><ul><li>Deployed Site Shortcut in March 2009 </li></ul><ul><li>Deployed App it! download service in August 2009 on its homepage </li></ul><ul><li>Link drives users to GetJar hosted page to detect the device and serve the right app </li></ul><ul><li>Results: </li></ul><ul><li>From 80,000 to 1,500,000 downloads a week in less then 2 days </li></ul><ul><li>75M downloads to date in 12 months </li></ul><ul><li>Cost = $0 </li></ul>
  13. 13. How Facebook used App it! on its mobile site Confidential Step 1: Consumer visits the Facebook site and clicks a link to “ Download Facebook here” Step 2: They are taken to Facebook’s App download page hosted by GetJar Step 23: GetJar serves them the most appropriate the app for their handset
  14. 14. GetJar Networks Inc. 1500 Fashion Island Blvd, suite 209 San Mateo, California 94404 USA Follow us: @GetJar Friend us at facebook.com/getjar App it! getjar.com/getjar-app Patrick Mork Chief Marketing Officer patrick@getjar.com www.getjar.com Follow us:
  15. 15. Appendix: Facebook Example Confidential m.facebook.com (mobile site) facebook.getjar.com (App Download Page on GetJar)
  16. 16. Appendix: Cncted uses App it! on Twitter <ul><li>The app: Cncted </li></ul><ul><li>What it does: IM client that works across smartphone platforms </li></ul><ul><li>Platforms: Rim, Android, iPhone and Symbian </li></ul><ul><li>Strategy: Cncted placed all versions of their app on GetJar. They then started promoting their App it! link actively to consumers using Twitter </li></ul><ul><li>Communication: Viral / WOM. Users were thrilled by the app and actively started re-tweeting the link to friends </li></ul><ul><li>Results: reached over 600,000 downloads in just 6 days </li></ul>Confidential
  17. 17. Case Study: AP leverages App it! on email <ul><li>As part of the World Cup the Associated Press wanted to promote it’s apps to users using email </li></ul><ul><li>They uploaded their apps and mobile site to GetJar </li></ul><ul><li>Once uploaded they incorporated the App it! link in an email campaign </li></ul><ul><li>They blasted this email campaign to several hundred thousand users and sent them to their download page to download the app / site shortcut </li></ul>
  18. 18. How to use App it! on WEB – example <ul><li>Place your branded App it ! banner on your website </li></ul><ul><li>Consumers click on it to open a pop up box </li></ul><ul><li>In the pop up box they fill in their mobile number and hit “send” </li></ul><ul><li>They receive an SMS message to their phone with your App it! link http://getjar.com/yourappname </li></ul><ul><li>They click on this link and are taken to your page on GetJar where they download your App or site shortcut </li></ul>Confidential MTV website (mobile section) example
  19. 19. Why our partners use App Download Page? <ul><li>Free to deploy and use </li></ul><ul><li>One point of access for consumers regardless of phone / platform </li></ul><ul><li>Eliminates the cost of hosting your own download infrastructure </li></ul><ul><li>Makes it easy to promote all your apps in one place </li></ul><ul><li>Ensures there’s something for each consumer regardless of phone / OS </li></ul>Confidential

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