Camerjam mobile for the cultural sector flirtomatic
The Mobile App Landscape Mobile for the Cultural Sector Ravensbourne 9 March 2011 Mark Curtis
IntroductionFlirtomatic allows people to find, flirt and dateAlmost 4m registrationsCross platform: on iPhone, Android, Mobile Web,PC web“Freemium” – core usage free, revenue from in-app billling and advertisingDwell times of 25 minutes per session, plus 750pages per user per monthUS, UK, Germany, Spain, Italy, Australia 2
Where are the users?Featurephone still the biggest marketWill be eclipsed by the smartphone this yearHalf of all phone shipments in Western Europe this year (source IDC)Key manufacturers: HTC, Sony Ericsson, Samsung, Apple, NokiaBoth mobile internet and app usage growing very fastNote: carrier portals in freefall 3
Why Apps?Tight integration with native device capabilities (“APIs”)TouchscreenDiscovery - in store - on deviceEase of billing 4
Don’t forget the browserHTML 5 allows app like experienceDiscovery via “launcher” so store and device look the sameThe internet is much better connected than apps - search is still the best discovery mechanism - it’s hard to link e.g.: from an email to an app - initial app access requires more clicksIt’s easier to change a web site than an appPlatform choice less complexAnd it’s not a policed garden 5
So what’s an App good for then?For the app owner: - Fastest growing mobile market - Call to action simple - Word of pub - On device relationshipFor the user: - Frequent/repeat actions - Smooth experience 6
Making MoneyAd revenues will be amazing on mobile: it may becomethe number one mediaBut not yet: supply outstripping demandFree downloads outperform paid for (unless you’re agame)One off payment good but not a sustainable businessmodelIn app billing and subscriptions on the rise but: - Apple most advanced - Google in catch-up, advances in Q2 2011 - Mobile internet through traditional aggregators - 70:30? 7
Apps Marketing issuesStill in early stage: all accept that discovery is the biggest challenge forthe marketBilling/business model may be different for each channelRelationships still matterViral not yet masteredMost powerful strategies? - Word of mouth - Off line marketing if you have the outlet 9
SummaryDo you really need an App? Make sure the use case fits theplatform….If you need to sustain it, how will you do so?Which platforms?Is revenue email@example.comTwitter: flirtomark 10
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