App Stores Global Opportunities

App Stores - Global Opportunities? Kieran Gutteridge - CTO Bristol July 2009

Agenda • What are app stores? • User perspective • Developer perspective • Consequences

Smartphone Sales http://www.gartner.com/it/page.jsp?id=985912

What is an app store? • Device specific retail presence • Allows consumption of digital goods on a device • Facilitates a considered decision, download and possible purchase • Allows a content provider access to a extent of market for a given device

Woolworths Pick n Mix, Gifts, Games, “one size fits all” Reasonable method to transact Vanilla product offering, not consistent with an increasingly sophisticated digital, mobile marketplace

Why the need? • Carriers decks have existed since application SDKs • User need: extension to capability and utility of their device • OEM need: diminishing B.O.M., margin and returns on hardware - movement to software in the value chain • Operator need: extend beyond basic, commoditised telephony services and seek new revenue streams • Developer opportunity: participate in the evolving ecosystem of application development

Popular app stores • Apple App Store (July 2008) • Android Market (Aug 2008) • Nokia OVI (May 2009) • There are others • Blackberry app world • Skymarket • App Catalog

But I want it now! WIFI However OVI Android Apple Cellular Data Carrier Phone Computer Where ever

User Perspective Apple easy Android transaction OVI Ease of hard Carrier local global Extent of geo coverage

Dev Perspective Android easy Accessibility Apple of store OVI hard Carrier local global Extent of geo coverage

Dev/User Perspective Android easy Apple OVI hard Carrier local global

Let's solve problems that interest our users! • Payment is not interesting for a creative company or the user, territorially restricted models force a large % of project resource to be expended to achieve scale and distribution • Unified payment allows super distribution, with a much smaller team • Software should be able to scale territories easily, games are the obvious example • More interesting problems for a developer; such as scaling, porting to other platforms, language variety, customization; time and effort can be spent marketing to users rather than dealing with middlemen

Discoverability • What if you want to launch on multiple handsets? • Multiple points to market in trying to establish a brand presence • Education of users for different retail stores

Discoverability http://www.shazam.com/music/web/pages/getshazam.html

Questions? • kieran.gutteridge@intohand.com • @kgutteridge

App Stores Global Opportunities

by kgutteridge on Jul 05, 2009

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