Think Mobile April 2010_Michael Boord_Ap mobilePresentation Transcript
Mobile App Platform Survey: Is it all about the iPhone? ThinkMobile – April 8, 2010
Associated Press AP is the Essential Global News Network 247 Bureaus in 97 countries 4, 000+ Journalists, Photographers, and Employees 49 Pulitzers (30 for Photography) Cover all Subject Areas Entertainment, Sports, Politics, Lifestyle, Business … All Media Types Text, Photos and Videos Core Principals Fast, Trustworthy, Comprehensive Half of the world’s population sees news from the AP on any given day…
Getting Started: 5 Things to decide
What is your mobile product strategy?
What is the business model?
Who is going to build your mobile product(s)?
How will you support it?
How will you distribute/market your mobile product(s)?
Type of App - Questions to ask
Free or paid
Customer support levels
Touch, non-touch or both
Requires a network connection to operate or update
Offline functionality (local storage)
Linking out with app in background
Distribution (US or global?)
App or Widget?
Feature Phones are Still Important 36% Smartphone Feature Phones 64% Source: Millennial Media (Oct. 2009) U.S. Share of Impressions By Phone Type
U.S. Market Share
Share of Smartphone Market
Who is your audience and what OS will best reach them?
Store Size Source: Distimo (Feb. 2010) Total Number of Apps January 2010 (000’) New Applications per Month December 2009 - January 2010 #
Prices in Stores U.S. App Stores Average Price Source: Distimo (Feb. 2010)
App Store Behavior (Distimo Feb. 2010)
Why Does the iPhone Win Out (today)? Apple App Store Standard Form Factor & Features
Apple iTunes vs. Blackberry App World Apple iTunes Pre-loaded Easy to navigate Seamless incorporation of apps with the device Lives in device content management location (iTunes) BlackBerry App World Has to be downloaded to device Hard to navigate Downloads executable potentially installed in a couple of places Only lives on the device
Blackberry Form Factor & Features 10 different model sets Differences Screen size Input method Processor Connectivity Mobile Networks … Bold Storm
Blackberry Form Factor & Features
Blackberry Form Factor & Features 10 different model sets Logistical Nightmare
…but is the iPhone the Place to Start? There are over 160,000 apps in the marketplace. App prices are dropping to basement levels. How do you make yourself discoverable in this space? What marketing budget would that take?
Fighting for attention
A recent study by Pinch Media found that only about 20% of iPhone users return to a free app after downloading it. A month later, the percentage was only 5%. The drop-off for paid apps was even steeper.
What did we do?
AP Mobile: Complete News Solution AP Mobile launched in July, 2008. Today it stands as the most complete mobile news solution on 14 platforms (18 by year end), providing coverage to every web-enabled device in over 40 countries.
AP Mobile Snapshot
1,200 contributing local news partners in U.S., providing unparalleled local customization and access
50 news categories from Entertainment to Sports to Politics, with 20% of traffic in local category
Over 3,500,000 application downloads since launch
Over 400,000 videos and 1.8 million photos viewed per month
Support in multiple languages and growing
Platforms and carriers:
Applications across platforms: iPhone (iPad), BlackBerry, Palm Pre, Nokia, Windows Mobile, Android, Maemo, Mobile Web App (apnews.com), Canadian Press (French and English), U.S. Spanish
Carrier relationships both domestic and international: Telef ó nica, Orange, America M ó vil, AT&T, Verizon, Virgin Mobile, US Cellular
Future Platforms: Mobile Internet Devices, Netbooks, and the like
What type of Phone do you Focus on? By Mid-2011 150MM U.S. Subs
The Landscape is Always Changing…
Windows Phone 7 A standard application store. Few form factors with hardware minimums. … and convergence via MS’s Silverlight.
Windows Phone 7 - Convergence Silverlight Phones Video Games Tablets PC Connected TVs
What we look for in a developer
Best of breed
Recommended by OEM
Deep ties into OEM support channels
Small team, fewer hands on code
Don’t tell me you can build for any platform
Development Process Concept Requirements Mockups UI/UX design Iterative Development Select Developer Testing Alpha/Beta Candidate User Feedback Design Modifications Feature Enhancements Launch Testing Design Development
Trying to do too much
Too much reliance on or outgrow a vendor - what if they go out of business or lose key employees. Do you have sufficient controls to move the code to a new vendor?
Vendor lock via sdk or platform
Working with too many vendors
Is it all about the iPhone?
Think about what platforms and distribution outlets serve your interest and what resources you have to achieve those goals
Apple still makes up a small piece of the pie. Explore a multi-platform approach.
Think cross-platform (Flash, Silverlight, QT)
They want a big cut. Their risk is distributed and limited, yours isn’t