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Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
Droidcon2013 commercialsuccess rannenberg
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Droidcon2013 commercialsuccess rannenberg

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  1. ……...Android and the Commercial Success- Why iOS is still ahead and how Android can improve?Gökhan BalChristian KahlRalf StrobelProf. Dr. Kai RannenbergDeutsche TelekomChair of Mobile Business & Multilateral SecurityGoethe University Frankfurt a. M.www.m-chair.net
  2. ……...Agenda2 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  3. ……...Agenda3 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  4. ……...The Status Quo: Android vs. iOSMore Smartphones…4Number of smartphones sold to end users worldwide from 2007 - 2012Sales in million units139.29172.38296.65472.00674.90122.320.00100.00200.00300.00400.00500.00600.00700.00800.002007 2008 2009 2010 2011 2012www.statista.com/statistics/12856/number-of-smartphones-sold-to-end-users-worldwide-since-2007/
  5. ……...The Status Quo: Android vs. iOS…and more Apps5Number of mobile app downloads worldwide from 2009 - 2016Number of app downloads in millions4,507.0021,646.00 24,936.0045,617.0081,422.00131,695.00309,606.002,516.000.0050,000.00100,000.00150,000.00200,000.00250,000.00300,000.00350,000.002009 2010 2011 2012* 2013* 2014* 2015* 2016*www.statista.com/statistics/76684/number-of-mobile-app-downloads-by-2013/
  6. ……...The Status Quo: Android vs. iOSAndroid vs. iOS Market Share Android market share increased rapidly. Android has overtaken iOS already in Q2‘10.6www.statista.com/statistics/74592/quarterly-worldwide-smartphone-sales-by-operating-system-since-2009/Global smartphone sales to end users 2009 - 2012, by OSSales in million units0,0050,00100,00150,00200,00250,00Q1 09 Q2 09 Q3 09 Q1 10 Q2 10 Q3 10 Q4 10 Q1 11 Q2 11 Q3 11 Q4 11 Q1 12 Q2 12 Q3 12 Q4 12Android iOS Others
  7. ……...Agenda7 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  8. ……...The Problem: iOS is still aheadRevenues Android vs. iOS App revenue iOS still far ahead regarding commercial success of apps8http://techcrunch.com/2013/01/30/japan-south-korea-led-google-play-app-to-revenue-to-double-from-q3-to-q4-2012-but-apple-still-revenue-leader/http://www.insidemobileapps.com/2012/03/30/google-play-delivers-a-quarter-of-the-revenues-apple-and-amazon-do-says-flurry/
  9. ……...The Problem: iOS is still aheadPossible Reasons (1) Compatibility (Too?) many updates/changes in Android OS Market for Android devices and OS more fragmented than for iOS  Difficulties for developers  Android app development requires more resources (time,money, etc.).  Commercially promising apps rather developed for iOS Usability and user relations Unified design in iOS (Apps look and feel more similar) Usability on Android also depends on Android OS version ‘Beauty and Impressiveness’ of iOS Apps iOS users rather like to impress their peers9http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.htmlhttp://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A www.stuarthughes.com/newdawn/product_info.php?products_id=113iphone 4S Elite Gold The worlds mostexpensive Phone
  10. ……...The Problem: iOS is still aheadPossible Reasons (2)10© 2011 Hunch Inc.http://blog.hunch.com/?p=51781http://t3n.de/news/android-vs-ios-duell-zahlen-infografik-326152/
  11. ……...The Problem: iOS is still aheadPossible Reasons (2a)www.engadget.com/2010/12/01/computer-engineer-barbie-now-available-and-her-phones-been-upg11
  12. ……...The Problem: iOS is still aheadPossible Reasons (3) The “Band-Aid” Effect “There’s an app for that.”  Apple has a reputation formaking apps  “The iPhone is synonymous with apps – plain and simple.”http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html iPhone users are rather early adaptors, interested in newpossibilities(many casual smartphone users use Android devices). “If you are going to be on one platform, you want to be wherethe early adopters are.“ http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A Easier to market (?!)  Developers can build on Apple ‘sreputation  Many apps developed for iOS first12http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.htmlhttp://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
  13. ……...The Problem: iOS is still aheadPossible Reasons (4) Purchasing iTunes fully integrated in iOS (seamless purchasing process) Payment information usually already provided in iTunesaccount In Android, payment information is provided during checkout iPhone users willing to spend more money Store Reputation iOS has better store reputation. Strict review process vs. open source approachhttps://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf13http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.htmlhttp://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
  14. ……...The Problem: iOS is still ahead What can be Android’scompetitive advantage?14http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.htmlhttp://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
  15. ……...Agenda15 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  16. ……...Privacy Excursus Privacy?!16
  17. ……...Privacy ExcursusProblems regarding privacyCurrent smartphone platforms and app market places do not provide users anappropriate level of transparency regarding smartphone applications’ sensitiveinformation processing activities.Often, users are not aware that sensitive resources have been accessed andprocessed by applications.This leads to a biased conception of how smartphone application usageimpacts users’ privacy.Privacy principles such as informational self-determination, transparency, anduser control are violated.37% of people who don’t use a smartphone, explain their refusal with a lack oftrust in smartphone devices1.171BMELV 2012, Sicherheit und Datenschutz bei Smartphones, Hintergrundpapier zurVerbraucherumfrage vom Mai 2012. Bundesministerium für Ernährung, Landwirtschaft undVerbraucherschutz / Federal Ministry of Food, Agriculture and Consumer Protection(Germany).
  18. ……...Privacy ExcursusProblems regarding privacy (2) … static, … coarse-grained, … timed inappropriately, … ignored largely, … not an effective measureto inform users aboutindividual privacy risks ofapps.18Current privacy information is …
  19. ……...Agenda19 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  20. ……...Agenda20 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  21. ……...How Android can improveSolution Approach Transparency and privacy as a competitiveadvantage for Android Android users are more privacy aware.1  Transparency regarding access/usage ofpersonal data by particular apps is important Transparency increases trust in an app (Which data isused? How is data used?) Creates added value of an app for privacy aware users Added value could be monetised (e.g. User pays fortransparency; User pays with money or with personaldata for app)  How to further use this as a competitiveadvantage? 211https://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf
  22. ……...Agenda22 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Conclusion & Outlook
  23. ……...Solution ConceptCommunicate Privacy(-impacting) behaviour23 Inform about privacy-impacting behaviour patterns1 ofapps instead of static permissions! Information about how an app actually behaves on theuser‘s device E.g. what sensitive resources does it access? When?How frequent? What information can be extractedabout the user? How does the developer use the information?1BAL, G. 2012. Revealing Privacy-Impacting Behavior Patterns of Smartphone Applications. MoST2012 - Proceedings of the Mobile Security Technologies Workshop 2012.
  24. ……...Agenda24 The Status Quo: Android vs. iOS The Problem: iOS is still ahead Privacy Excursus How Android can improve Solution Approach Solution Concept Solution Elements Local Runtime Privacy Information Privacy score for apps in app markets Trust-enhanced app discovery Conclusion & Outlook
  25. ……...Solution Elements1. Local Runtime Privacy Information1) Monitoring and analysis of app behaviour,2) Notification when app matches a pattern(“unlock” of privacy information).3) Information about app behaviour25RuntimenotificationDetails aboutunlockedinformationInformation aboutnew “unlock”
  26. ……...Solution Elements1. Local Runtime Privacy Information26More details:What is unlocked?More details: Howdid app unlock?3) Information about app behaviour
  27. ……...Solution Elements1. Local Runtime Privacy Information3) Information about app behaviour4) Possibility to give feedback27More details:Relevant excerptsof Privacy PolicyFeedbackmechanism
  28. ……...Solution Elements2. Privacy score for apps in app markets Calculating a privacy score based on the users’app-behaviour ratings (crowdsourcing). Visualization of the privacy score for apps.28
  29. ……...Solution Elements3. Trust-enhanced app discovery App behaviour profileimpacts search resultorder. Additional visual indicatorfor apps’ privacy behaviourprofile.29
  30. ……...What you can do already now Be transparent. Inform users why you need access to privacysensitive resources. Tell them what you do with theirinformation. Keep the number of permissions small. Check if you really need all permissions.30
  31. ……...Conclusion & Outlook Enhance user trust into the app ecosystem Provide useful privacy information about individualapps covering the phases of app discovery, installationand usage Usage of crowdsourcing to rate privacy-invasiveness ofapps  Who could run the market?31
  32. ……...Deutsche Telekom Chair ofMobile Business & Multilateral SecurityProf. Dr. Kai RannenbergChair of Mobile Business & Multilateral SecurityGoethe University Frankfurtinfo@m-chair.netwww.m-chair.net@mchairThank You!Prof. Dr. Kai Rannenberg Christian Kahl Ralf Strobel

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