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Apps vs Browser


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Presentation given by Jon Wade at Cannes 2010.

Presentation given by Jon Wade at Cannes 2010.

Published in: Business

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  • Since the beginning of the internet
  • Transcript

    • 1. Take 2
    • 2. Jon, would you like to present with me at Cannes on mobile this year? That would be awesome! Thanks Simon…
    • 3. Great…in the first hour I am going to cover everything known to man about mobile …
    • 4. … what would you like to do in the 2 nd hour?
    • 5. … and btw can you make it interactive as well please with no wireless or 3G?
    • 6.  
    • 7.  
    • 8. For me, Wired Magazine and a gadget… Source: Wired, July 2010 How awesome is this picture? How awesome is this gadget?
    • 9. Does the rise of the App spell the end for the Browser?
    • 10.  
    • 11.  
    • 12. +44 762 480 6527 Text: APPS Text: BROWSER Or Text: NOTSURE
    • 13.  
    • 14. I will present the counter argument too…just in case When you see the angry lady – duck!
    • 15. So let us begin
    • 16. Since the beginning of the internet…
    • 17. + Most of us have experienced the internet in an entirely browser-centric way, interacting with websites
    • 18. It looked a bit like this to begin with…
    • 19. Then it looked like this…
    • 20. Now, increasingly it looks like this
    • 21. But the building block of the mobile web isn’t the website…
    • 22. It’s the app…
    • 23. Using Twitter? There’s an 81.43% chance you are using an app Source: Twitstat
    • 24. Established web-friendly firms are finding that consumers prefer engaging with them on apps… … but it’s not just pure plays. High street banks and supermarkets are seeing it too.
    • 25. “ Apps on mobile devices may soon overtake the web itself as the main platform for consumer software…” Source: Wired, July 2010 Tim O’Reilly’s chin…of Web2.0 fame
    • 26. So certain are you Mr O’Reilly?
    • 27. Estimated Global Install Base, 2013 PCs Smartphone & browser equipped phones Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance 1.82bn 1.78bn
    • 28.  
    • 29. We’re addicted to them… … they’re not called Crackberries for nothing!
    • 30.  
    • 31. But why the app and not the browser?
    • 32. Hardware specific apps are more tightly integrated into the device than a browser
    • 33.  
    • 34. “ But a browser can do some / all of those things”
    • 35.  
    • 36. So hardware integration can be achieved in a browser – but its rare.
    • 37.
      • Mobile web usability [generally] sucks:
      • Small screens
      • Awkward input
      • Download delays
      • Poor site design
      So says Jakob Nielsen…and he knows a thing or two about usability!!! Apps mitigate a lot of these issues
    • 38. But if the sites are properly designed for the mobile “touch web” then they can be used in browsers
    • 39. Taptu provide mobile touch web search functions This data seems to suggest that the mobile “touch” web is going to outpace the development of apps… but is it really?
    • 40. Data hungry functions are better suited to an app environment. If e-mail could be adequately handled in the browser, why do Blackberries exist (and command such share)?
    • 41. Ummm…
    • 42. Apps are less connection dependent
    • 43. Instapaper Jamie Oliver Wired
    • 44. Ever lost these? Search is stupid – you know what you want, you just don’t know where to find it The browser is predicated on the idea of seeking what you want on the web.
    • 45. But we are moving from a search-based web to a web that delivers what we want based on our expressed and implied preferences
    • 46. Pulse News Reader is an example of the next generation of apps delivering info to us rather than us having to go and find it
    • 47.
      • Siri in the US is an app that you can speak to ask it to do things – like a PA
      • “ What’s a good sushi restaurant near here?”
      • “ Book me a table please Siri”
    • 48. But you can do that stuff in the browser too
    • 49. Yes, of course. But these apps are just not being developed for the mobile web. Why is that?
    • 50. Supply-side factors
    • 51.  
    • 52. An almost limitless supply of ad inventory pushes advertising CPMs through the floor and makes it difficult to make money from content online
    • 53. Mr Murdoch has long struggled to make money from internet content – so now he’s locked his away behind a paywall
    • 54. Content = Free Why?
    • 55. Why should publishers produce content for [almost] free?
    • 56. … and the end of free But now Apple have created the ultimate paywall…
    • 57. … and so publishers celebrate and embrace apps for their ability to monetise content
    • 58. To date: 10,000 iPad apps 225,000 apps in Apple’s App Store 5bn downloads + 50,000 Google Android apps
    • 59. And that’s without advertising revenue…which is coming And that’s before this lot get in on the act…which they already are
    • 60. And the big boys are gearing up to take their advertising dollars off them too…
    • 61. $10 CPM AND $2 CPC Minimum investment $1m Source: Wall Street Journal
    • 62. 60% is going back to the app developer!
    • 63. Which isn’t going to help the mobile web development market place much <insert mournful eerie wind sound here>
    • 64. Hang on – I saw a Google logo back there. Their whole business model is predicated on the searchable web
    • 65. Yup, Google have got a substantial vested interest in continuing to perpetuate a searchable browser-based web
    • 66. But they can afford to bet on all the horses in this race. Wouldn’t you if you were Google?
    • 67. The stock market also give us some insight into the way this is going to go?
    • 68. Markets factor future profit expectations into stock prices and market capitalisations
    • 69. “ Nom nom nom”
    • 70. But it is down to the product…
    • 71. Or? 5bn+ downloads
    • 72. It’s both, but undoubtedly the App Store is helping Apple’s market capitalisation “ The global market for mobile applications is expected to more than triple from just under $10 billion at the end of 2009 to $32 billion in 2015” “ In April 2009, Apple had 35% of the download market but only 1% of the mobile device install base”
    • 73. An Apple dictatorship cannot be good for the Web
    • 74. I’m a fanboy but couldn’t agree more…
    • 75. But it’s not just Apple 100,000 activations per day 50,000 apps in the Android store Another big Google bet
    • 76. Google TV will leverage the Android Marketplace Another bigger bet still
    • 77. And hardware manufacturers are jumping aboard too Samsung’s new range of 3D TVs come with their own app store
    • 78. And there are a lot of TVs in the world
    • 79. So, that’s the argument from both sides…
    • 80. Conclusion
    • 81. Volume Price Demand Supply Ultimately the laws of consumer demand and content supply will determine which is the preferred method for accessing internet content
    • 82. My prediction
    • 83.  
    • 84.  
    • 85. The results
    • 86.  
    • 87. A parting thought
    • 88. What is the browser if not an app?
    • 89. Enjoy Cannes Jon Wade – Digital Strategy Director, UK [email_address] Twitter: @oo0x0oo