Media and the new app economy

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A presentation by Stijn Schuermans at WAN-IFRA 2012 (October 30 2012 @ Frankfurt). Mobile ecosystems and the new role of media publishers in the app economy

A presentation by Stijn Schuermans at WAN-IFRA 2012 (October 30 2012 @ Frankfurt). Mobile ecosystems and the new role of media publishers in the app economy

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  • 1. Media and the new app economy30 October 2012 how telecoms business is transforming in the software era Updated 4 May 2012 Copyright VisionMobile 2012 Copyright VisionMobile 2011
  • 2. VisionMobileDistilling market noise into market sense Developer Economics Telco Economics Trends watch the de-facto research hub for the app New economic thinking for managing Tracking app and developer trends economy disruption and reinventing the Telco Mobile Market Sonar Innovation a quarterly service Developer Economics using big data to research workshop predict app economy reports: how Internet trends measuring business models developer are impacting sentiment on telecoms platforms, regions, revenues and developer tools Mobile Insider Mobile Mobile Insider is Megatrends a monthly workshop Developer publication that Public workshops outreach & examines the on the stage of the segmentation: most important mobile ecosystem understand, trends in mobile segment and effectively reach developers Top-100 analyst blog 4,000+ subscribers 20,000+ monthly uniques App ecosystems: Research and analysis on the state of the app economy Copyright VisionMobile 2012
  • 3. Trusted by industry brandsClients an established analyst company from selected clients 2009-2012 selected VisionMobile clients 2008-2012 Page 4 Copyright VisionMobile 2012
  • 4. We’ve taken the plungeMobile ecosystems herald a profound change in the basis of competition Copyright VisionMobile 2012
  • 5. Smartphones reached 40% market share in Q2 2012 1 billion smartphones in the market alreadySmartphone shipments as a % of total handset shipments | Source: VisionMobile 100M Club infographic Copyright VisionMobile 2012
  • 6. iOS, Android became dominant smartphone OS From handset/operator centric to platform centricSmartphone market share by platform (Q2 2012) | Source: VisionMobile estimates Copyright VisionMobile 2012
  • 7. There is an app for every need and tasteFor every area of consumer spend Application categories as percentage of the number of iOS apps Source: 148Apps.biz, iTunes App Store (iOS), updated 2012-10-25 Copyright VisionMobile 2012
  • 8. App gold rush shows no sign of slow-downwith ever-growing number of apps in leading platforms ? ? Q2 2012 Number of apps per platform | Source: VisionMobile 100M Club infographic Copyright VisionMobile 2012
  • 9. Profound turnaround in basis of competition 100%# Commodity modular 90%# market 80%#LG# 70%#Sony#Ericsson#RIM# 60%#Motorola# 50%# IntegratedHTC# from cloudNokia# 40%# to siliconApple# 30%#Samsung# 20%# Integrated across 10%# handset supply chain 0%# 2007# 2008# 2009# 2010# 2011# 2012#Share of profits across top-8 handset vendors | Source: Asymco, VisionMobile estimates Copyright VisionMobile 2012
  • 10. Digital ecosystems expand in two dimensions10 Copyright VisionMobile 2012
  • 11. Media publishers as app developersA profile of street-smart app makers Copyright VisionMobile 2012
  • 12. The brand journey through mobile Where are media publishers?12 Copyright VisionMobile 2012
  • 13. Media in a multiscreen world smartphone tablet smart TV 82% 42% <10% Targeting Targeting Targeting 2 in 3 1 in 3 Planning Planning Media publishers are behind the general developer population in targeting tablets, but intend to catch up. Still early game for OTT media on game consoles, set-top boxes or connected TVs.13 Copyright VisionMobile 2012
  • 14. Multiple platforms, popular first Premium Lowest common denominator experiences Media publishers are slightly more likely to use iOS (and Blackberry), and catching up on Android and Windows Phone.14 Platforms used by media publishers | Source: VisionMobile Developer Economics 2011 – data.visionmobile.com Copyright VisionMobile 2012
  • 15. Reach first, money second – even more so in media General app developer Digital media publishers 81% 54% 57% indicates reach as primary goal Only 17% is primarily after making money15 Reasons for selecting a platform | Source: VisionMobile Developer Economics 2011 Copyright VisionMobile 2012
  • 16. Low revenues per app compared to other segments 15% to 25% less for major platforms Extremely low revenue on BlackBerry16 Copyright VisionMobile 2012
  • 17. Mainly indirect monetization Advertising Indirectly through brand awareness Subscriptions17 Percentage of developers using a monetization method | Source: VisionMobile Developer Economics 2011 Copyright VisionMobile 2012
  • 18. Engagement and revenue model are challenges In line with most app developers Engagement Business model Targeting n = 50418 Copyright VisionMobile 2012
  • 19. The brand journey through mobile How to move from street-smart to connoisseur?19 Copyright VisionMobile 2012
  • 20. ConclusionSmartphones have triggered a mobile revolution Fundamental and irreversible shift to app ecosystems, winner-takes-all market Affecting all parts of the ecosystem, including media publishers Dominating platforms are moving to 2D ecosystems, taking control over media distributionMedia publishers are street-smart app makersMulti-screen, multi-platformIndirect monetization, intended to drive the core media businessNext step: figure out the business model for mobile mediaMove from street-smart to connoisseurMobile becomes the core business Copyright VisionMobile 2012
  • 21. get in touch Knowledge. Passion. Innovation. stijn@visionmobile.com @stijnschuermans Stijn Schuermans | Product Manager | +44 2033 844 169 Updated: 12 November 2010 Copyright VisionMobile 2012 Copyright VisionMobile 2011