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WITI.ORG Women Technology Summit 2012
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  • $12 Billion revenue in mobile apps & advertising\nApple paid out $2 Billion in-app purchases & paid app in 2011\nGoogle has higher mobile display ad revenue than Apple\nPandora gains $3.87 per user. Monthly subscription $3.99 via app on iOS\nGoogle cost per click is down b/c mobile ads generate lower revenue than desktop search ads\nFB increasing mobile usage drag down its revenue per user\n\n
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WITI.ORG Women Technology Summit 2012 Presentation Transcript

  • 1. Women Powering Technology Summit Technical Workshop: Mobile Development Mobile Trends Bess Ho @bess Archimedes Labs Jun 5, 2012 Santa Clara CA
  • 2. About Me @bess Book Startup StartupAuthor Incubator Adviser Archimedes Labs m ing Mobile WorkshopsCo Technical IP for Startup
  • 3. Mobile FirstWeb Second Fred Wilson 2010
  • 4. Mobile First
  • 5. Mobile First Your SMS Message:“ follow fredwilson to 40404 ”In 2010 46% Twitter active users usemobile regularly
  • 6. Mobile FirstFoursquare has little value on its web appFoursquare delivers key values on mobile
  • 7. Mobile FirstKleiner Partner Mary Meeker’s 2012 May Report
  • 8. Desktop vs MobileKleiner Partner Mary Meeker’s 2012 May Report
  • 9. eCommerce vs mCommerceKleiner Partner Mary Meeker’s 2012 May Report
  • 10. iPhone vs TabletKleiner Partner Mary Meeker’s 2012 May Report
  • 11. Desktop Laptop vs TabletKleiner Partner Mary Meeker’s 2012 May Report
  • 12. iPadIDC reported 17.4 Million Tablets wereshipped worldwide in 1st QTR in 201234 Million TabletsTablet generates 3.4 times more trafficthan smartphone 517 MB/month vs 150MB/monthBy 2016 Tablets is 10% of global mobiledata traffic68% are iPads
  • 13. iPadBy 2016 Tablet generates the same trafficas mobile traffic in 2012
  • 14. Big Data In 2011 Mobile data was 8x the size of web data in 2000 No. of mobile devices exceeds no. of worldwide population by 2013Cisco’s Visual Networking Index (VNI) Mobile Report 2012
  • 15. Big Data MoreCisco’s Visual Networking Index (VNI) Mobile Report 2012
  • 16. Big Data More Data More Connectivity More BandwidthCisco’s Visual Networking Index (VNI) Mobile Report 2012
  • 17. Mobile UsageSandvine 2012 Report
  • 18. mVideo 52% of mobile traffic is Video Mobile video is Top activities for mobile users By 2016 70+% mobile traffic will be VideoCisco’s Visual Networking Index (VNI) Mobile Report 2012
  • 19. Audio Video Streaming YouTube is the largest source of mobile web traffic 12-25% Netflix 2% Pandora 6%Sandvine 2012 Report
  • 20. Mobile Monetization “Biggest Mistake”Web = Mobile
  • 21. Mobile MonetizationFreemium Business Model 56% 44% App Sales Avg IAP Avg $3.77 $14FREE APP PAID APP
  • 22. In-App Purchase 30% of iOS revenue comes from in-app purchases in 2010 34 of Top 100 Grossing apps are free monetized by in-app purchases Epic Games made $10 Million in 2011 from Infinity Blade 40+% from in-app purchasesGamesbrief.com 2011
  • 23. In-App Purchase (IAP) Average transaction in-app purchase $14 (iOS or Android) 14x revenue than Freemium 51% Revenue from in-app purchases comes from transactions of over $20 Of that 51%, 30% comes from $50+ transactionsGamesbrief.com 2011
  • 24. IAP is Addictive Spending is a habit 56% of game player that spend a dollar come back to spend a 2nd time 25% spend 3 or more timesGamesbrief.com 2011
  • 25. Dogs vs Cats Loyalty is GOLD 20 : 1Loyal Purchaser = 20 x One-time Purchaser Top Purchaser = 100 x Loyal PurchaserGamesbrief.com 2011
  • 26. Profit Courting Rule 80-90% of Profit comes from 0.5% of UserGamesbrief.com 2011
  • 27. Mobile MonetizationGamesbrief.com 2011
  • 28. Life Before & AfterGamesbrief.com 2011
  • 29. Mobile Monetization IAP vs FreemiumIAP > Advertised Free AppIAP > Pay-to-play (Paid App)
  • 30. Mobile Monetization “Bigger Mistake”iPad = iPhone
  • 31. Big Trends It’s about PAYINGGamesbrief.com 2011
  • 32. Mobile Strategy “Mobile First Web Second” Fred Wilson VC, Union Square Ventures Early Days Native AppNative Mobile App Web App Web App
  • 33. Mobile Strategy “App Design Should be Mobile First, Web Second” Fred WilsonNative VC, Union Square Ventures AppWebApp
  • 34. Mobile Strategy Facebook CTO Bret TaylorProblems Solution BA C D HTML5 E G 2011 F
  • 35. Mobile Strategy Gigaom Nov 2011
  • 36. Strategy INative App CloudusingObjective-C REST API HTTP XML / JSON GET / POST iOS SDK• UIWebView is a lite version of Safari browser UIWebView• Update without approval process• Content is layout in HTML5• Share same content• Update using CSS template
  • 37. Strategy IINative app CloudusingHTML5 REST API HTTPframework XML / JSON GET / POST• Appcelerator Titanium - HTML5 HTML/JS/CSS (iOS / Framework Android / BlackBerry in beta)• PhoneGap - HTML/JS/CSS (iOS / Android / BlackBerry / WebOS / Window Phone / Bada / Symbian)
  • 38. Strategy IIINative appusingcross-platformframework Cross Platform• Conrona - Lua Framework• Adobe AIR - ActionScript 3 & Flash• Rhodes - Ruby Lua,• Unity - UnityScript(JS), Ruby, AS, C#, Boo(Python) C#• Mono - C# .NET
  • 39. Mobile Strategy “Bigger Mistake”MySQL = No SQL RSDB No JOIN Not ACID Guarantees Distributed & Fault-tolerant Architecture Horizontally Scale
  • 40. Heavy Lifting: No SQLMongoDB Hadoop
  • 41. Mobile Strategy “Bigger Mistake”Server-sideFrameworks = Server-side API I/O API Non-Blocking Asynchronous Event-driven JavaScript
  • 42. Mobile Strategy “Bigger Mistake”Thin ThickClient Client =ThickCloud Thin Cloud
  • 43. Mobile First Archimedes Labs Social | Consumer | Mobile @Bess bess@archimedeslabs.comhttp://www.slideshare.net/bess.ho