WITI.ORG Women Technology Summit 2012

Women Powering Technology Summit Technical Workshop: Mobile Development Mobile Trends Bess Ho @bess Archimedes Labs Jun 5, 2012 Santa Clara CA

About Me @bess Book Startup StartupAuthor Incubator Adviser Archimedes Labs m ing Mobile WorkshopsCo Technical IP for Startup

Mobile FirstWeb Second Fred Wilson 2010

Mobile First

Mobile First Your SMS Message:“ follow fredwilson to 40404 ”In 2010 46% Twitter active users usemobile regularly

Mobile FirstFoursquare has little value on its web appFoursquare delivers key values on mobile

Mobile FirstKleiner Partner Mary Meeker’s 2012 May Report

Desktop vs MobileKleiner Partner Mary Meeker’s 2012 May Report

eCommerce vs mCommerceKleiner Partner Mary Meeker’s 2012 May Report

iPhone vs TabletKleiner Partner Mary Meeker’s 2012 May Report

Desktop Laptop vs TabletKleiner Partner Mary Meeker’s 2012 May Report

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

iPadBy 2016 Tablet generates the same trafﬁcas mobile trafﬁc in 2012

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

Big Data MoreCisco’s Visual Networking Index (VNI) Mobile Report 2012

Big Data More Data More Connectivity More BandwidthCisco’s Visual Networking Index (VNI) Mobile Report 2012

Mobile UsageSandvine 2012 Report

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

Audio Video Streaming YouTube is the largest source of mobile web trafﬁc 12-25% Netﬂix 2% Pandora 6%Sandvine 2012 Report

Mobile Monetization “Biggest Mistake”Web = Mobile

Mobile MonetizationFreemium Business Model 56% 44% App Sales Avg IAP Avg $3.77 $14FREE APP PAID APP

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

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

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

Dogs vs Cats Loyalty is GOLD 20 : 1Loyal Purchaser = 20 x One-time Purchaser Top Purchaser = 100 x Loyal PurchaserGamesbrief.com 2011

Proﬁt Courting Rule 80-90% of Proﬁt comes from 0.5% of UserGamesbrief.com 2011

Mobile MonetizationGamesbrief.com 2011

Life Before & AfterGamesbrief.com 2011

Mobile Monetization IAP vs FreemiumIAP > Advertised Free AppIAP > Pay-to-play (Paid App)

Mobile Monetization “Bigger Mistake”iPad = iPhone

Big Trends It’s about PAYINGGamesbrief.com 2011

Mobile Strategy “Mobile First Web Second” Fred Wilson VC, Union Square Ventures Early Days Native AppNative Mobile App Web App Web App

Mobile Strategy “App Design Should be Mobile First, Web Second” Fred WilsonNative VC, Union Square Ventures AppWebApp

Mobile Strategy Facebook CTO Bret TaylorProblems Solution BA C D HTML5 E G 2011 F

Mobile Strategy Gigaom Nov 2011

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

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)

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

Mobile Strategy “Bigger Mistake”MySQL = No SQL RSDB No JOIN Not ACID Guarantees Distributed & Fault-tolerant Architecture Horizontally Scale

Heavy Lifting: No SQLMongoDB Hadoop

Mobile Strategy “Bigger Mistake”Server-sideFrameworks = Server-side API I/O API Non-Blocking Asynchronous Event-driven JavaScript

Mobile Strategy “Bigger Mistake”Thin ThickClient Client =ThickCloud Thin Cloud

Mobile First Archimedes Labs Social | Consumer | Mobile @Bess bess@archimedeslabs.comhttp://www.slideshare.net/bess.ho

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WITI.ORG Women Technology Summit 2012

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