DEVNEST #7 Ewan Macleod Mobile Industry Review

Standby About Me Mobile Platforms Feature & Smartphones iPhone, Symbian, BlackBerry, Android Developer Case Study The $400 iPhone app

About Me

Mobile Platforms

Feature & Smartphones

iPhone, Symbian, BlackBerry, Android

Developer Case Study

The $400 iPhone app

ABOUT ME

Tweeting before any of you Sort of…

The Mobile industry Let’s have some statistics…

4.6 BILLION Mobile subscribers on Earth (Tomi Ahonen) 1.6 billion TVs, 850m subscribers 1.7 billion credit cards

Mobile subscribers on Earth (Tomi Ahonen)

1.6 billion TVs, 850m subscribers

1.7 billion credit cards

1.2 BILLION Handsets sold in 2009 (Gartner) - 300m TVs - 280m new PCs

Handsets sold in 2009 (Gartner)

- 300m TVs

- 280m new PCs

Feature vs Smart Gap is narrowing quickly

Feature Phone £18

Smart Phone £500 Nokia N900

From £12.45

Phone sales breakdown…

Handset sales in 2009

Handset sales in 2009 Gartner, Feb 2010

Handset sales in 2009 Gartner, Feb 2010 Nokia shipped 1.4m phones today

In the UK… 19 million handsets sold last year 85% of adults own a mobile phone Saturated marketplace Vodafone: 18m O2: 22m T-Mobile: 17m Orange: 17m Three: 4.4m (TMOrange: 34m)

19 million handsets sold last year

85% of adults own a mobile phone

Saturated marketplace

Vodafone: 18m

O2: 22m

T-Mobile: 17m

Orange: 17m

Three: 4.4m

(TMOrange: 34m)

So what mobile platforms are popular for developers?

Source: Ewan’s mind

2009 Smartphone Sales by platform, Gartner

Smartphone Sales by platform, Gartner, Feb 2010

Proper mobile handsets are becoming easily accessible Examples…

UK iPhone Sales O2: 2 million Orange & Vodafone just went live Vodafone: 50,000 pre-orders, 100k in 1 st week Orange: 30,000 on first day

O2: 2 million

Orange & Vodafone just went live

Vodafone:

50,000 pre-orders, 100k in 1 st week

Orange:

30,000 on first day

Don’t forget the rest Say 3 million iPhones in the UK? Leaves roughly 50-60m handsets waiting for developer attention

Say 3 million iPhones in the UK?

Leaves roughly 50-60m handsets waiting for developer attention

Mobile Applications “ There’s gold in them there hills”

Developing on iPhone…

With 140,000 apps, it’s a total lottery

With 140,000 apps, it’s a total lottery

Developing on iPhone The Good Easy to develop Gorgeous process Fantastically easy to find and install the app Fancy, cool Users accustomed to downloading apps Users actively hunt for new apps Billing baked right in Pre-qualified – users have money The Bad Discovery problem is absolutely massive Discovery problem is absolutely massive Discovery problem is absolutely massive Roughly 3-4% of the UK Approval: You need to play Apple’s game

The Good

Easy to develop

Gorgeous process

Fantastically easy to find and install the app

Fancy, cool

Users accustomed to downloading apps

Users actively hunt for new apps

Billing baked right in

Pre-qualified – users have money

The Bad

Discovery problem is absolutely massive

Discovery problem is absolutely massive

Discovery problem is absolutely massive

Roughly 3-4% of the UK

Approval: You need to play Apple’s game

SYMBIAN The open behemoth

The open behemoth

Symbian

Developing on Symbian Addressable market of 300 million+ Used to be quite a pain 2009: Forget Symbian… 2010: Watch them closely Nokia’s Ovi Store is doing well Respectable 1.5m downloads daily Ovi Store baked into all new handsets Qt development Will completely change developer paradigm Write-once deploy anywhere SDK Qt.nokia.com

Addressable market of 300 million+

Used to be quite a pain

2009: Forget Symbian…

2010: Watch them closely

Nokia’s Ovi Store is doing well

Respectable 1.5m downloads daily

Ovi Store baked into all new handsets

Qt development

Will completely change developer paradigm

Write-once deploy anywhere SDK

Qt.nokia.com

ANDROID Not what you think

Not what you think

Android: Not quite primetime Still very, very small handset population Fragmenting continually Making the same Symbian mistakes App development: Equivalent to launching show at 2am on a digital TV station Monitor growth of Android but watch Symbian Smart money is on manufacturers switching back to Symbian

Still very, very small handset population

Fragmenting continually

Making the same Symbian mistakes

App development: Equivalent to launching show at 2am on a digital TV station

Monitor growth of Android but watch Symbian

Smart money is on manufacturers switching back to Symbian

BLACKBERRY

BlackBerry Often forgotten, but making huge consumer gains Large legacy device population Most corporate devices locked to applications Very keen to work with and support developers Consumers appear keen to spend money on AppWorld

Often forgotten, but making huge consumer gains

Large legacy device population

Most corporate devices locked to applications

Very keen to work with and support developers

Consumers appear keen to spend money on AppWorld

VODAFONE 360 degrees of joy?

360 degrees of joy?

http://jil.vodafone.com

Vodafone 360 “ Access 1.1 billion customers” Perhaps 3-4% are addressable That is, using handsets with the 360 store Very keen to see submissions Can be potentially lucrative Nobody else is bothering More information: http://jil.vodafone.com

“ Access 1.1 billion customers”

Perhaps 3-4% are addressable

That is, using handsets with the 360 store

Very keen to see submissions

Can be potentially lucrative

Nobody else is bothering

More information: http://jil.vodafone.com

Developer Opportunities Mobile co’s desperate for your attention

Developer Case Study How big is yours?

DILEMMA The application developer dilemma: Disclose stats or stay silent?

The application developer dilemma: Disclose stats or stay silent?

Simon Maddox Independent developer www.simonmaddox.com

‘0870’

0870 by Simon Maddox Finds alternatives to 35p/min 0845 and 0870 numbers Free of charge Spent 429 days ‘in review’ Whilst Apple & o2 wondered what to do Advertising funded using AdMob Saved users £268,000 in one month Launched with good press from: The Telegraph, The Guardian, TechCrunch Acceptance delay = good, juicy story

Finds alternatives to 35p/min 0845 and 0870 numbers

Free of charge

Spent 429 days ‘in review’

Whilst Apple & o2 wondered what to do

Advertising funded using AdMob

Saved users £268,000 in one month

Launched with good press from:

The Telegraph, The Guardian, TechCrunch

Acceptance delay = good, juicy story

0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com

0870 Ad Revenue Stats Day 1: position 79, $25.58 Day 2: position 29, $67.04 Day 3: position 7, $120.08 <- peak in ad revenue Day 4: position 5, $118.76 Day 5: position 4, $62.48 <- peak in charts Day 6: position 5, $49.41 Day 7: position 5, $33.23 Day 8: position 5, $40.03 Day 9: position 7, $23.96 Day 10: position 8, $15.28 Day 11: position 16, $17.45 Day 12: position 17, $27.37 Day 13: position 25, $36.40 Day 14: position 30, $25.65 Day 15: position 30, $18.01 Total: $680.73 (£457) $9/day = £2,204 a year

Day 1: position 79, $25.58

Day 2: position 29, $67.04

Day 3: position 7, $120.08 <- peak in ad revenue

Day 4: position 5, $118.76

Day 5: position 4, $62.48 <- peak in charts

Day 6: position 5, $49.41

Day 7: position 5, $33.23

Day 8: position 5, $40.03

Day 9: position 7, $23.96

Day 10: position 8, $15.28

Day 11: position 16, $17.45

Day 12: position 17, $27.37

Day 13: position 25, $36.40

Day 14: position 30, $25.65

Day 15: position 30, $18.01

Total: $680.73 (£457)

Downloads since launch

Downloads since launch MoneySavingExpert.com

Downloads in the last 30 days

Downloads in the last 30 days Featured in Sunday Times

0870 by numbers iPhone downloads: 427,484 Best chart position: 4 Approval time: 429 days Android downloads: 14,244 Best chart position: 21 Approval time: 1 second Palm Pre: 1,943 Best chart position: 1 (for 4 hours) Approval time: 5 working days Quick tweet to @palm and @adora sped things up Acquisition requests: 3

iPhone downloads: 427,484

Best chart position: 4

Approval time: 429 days

Android downloads: 14,244

Best chart position: 21

Approval time: 1 second

Palm Pre: 1,943

Best chart position: 1 (for 4 hours)

Approval time: 5 working days

Quick tweet to @palm and @adora sped things up

Acquisition requests: 3

TWITTER Quite a few mobile twitter clients…

Quite a few mobile twitter clients…

Twitter on mobile Echofone Pro Tweetie Tweetie 2 I use the mobile browser I tweet by SMS :) Gravity Dabr (browser based) Twidroid for Android Twitta on Vodafone 360 H1 Twitterberry TweetDeck SocialScope on BlackBerry Snaptu on RIM Twitter Pro TweetDeck TweetS60 Twittix on N95 Tweetie 2.0 for iPhone Twitdroid UberTwitter for BlackBerry Tweetss60 / dabr Twitterific Pocket Twit on Windows Source: MIR audience, Jan 2010

Echofone Pro

Tweetie

Tweetie 2

I use the mobile browser

I tweet by SMS :)

Gravity

Dabr (browser based)

Twidroid for Android

Twitta on Vodafone 360 H1

Twitterberry

TweetDeck

SocialScope on BlackBerry

Snaptu on RIM

Twitter Pro

TweetDeck

TweetS60

Twittix on N95

Tweetie 2.0 for iPhone

Twitdroid

UberTwitter for BlackBerry

Tweetss60 / dabr

Twitterific

Pocket Twit on Windows

Twitter on mobile Echofone Pro Tweetie Tweetie 2 (Top Paid, UK) I use the mobile browser I tweet by SMS :) Gravity Dabr (browser based) Twidroid for Android Twitta on Vodafone 360 H1 Twitterberry TweetDeck SocialScope on BlackBerry Snaptu on RIM Twitter Pro TweetDeck TweetS60 Twittix on N95 Tweetie 2.0 for iPhone Twitdroid UberTwitter for BlackBerry Tweetss60 / dabr Twitterific (Top Free, UK) Pocket Twit on Windows Source: MIR audience, Jan 2010

Echofone Pro

Tweetie

Tweetie 2 (Top Paid, UK)

I use the mobile browser

I tweet by SMS :)

Gravity

Dabr (browser based)

Twidroid for Android

Twitta on Vodafone 360 H1

Twitterberry

TweetDeck

SocialScope on BlackBerry

Snaptu on RIM

Twitter Pro

TweetDeck

TweetS60

Twittix on N95

Tweetie 2.0 for iPhone

Twitdroid

UberTwitter for BlackBerry

Tweetss60 / dabr

Twitterific (Top Free, UK)

Pocket Twit on Windows

Thinking about developing mobile applications? Things to consider…

Developing on mobile Platform Choose the most appropriate for your concept Revenue Ad-funded? Pay-per-download? In-app billing? Audience Make sure you’re targeting an interested audience Reach that audience Don’t rely on a press release Think industry/niche magazines, groups, associations, businesses

Platform

Choose the most appropriate for your concept

Revenue

Ad-funded? Pay-per-download? In-app billing?

Audience

Make sure you’re targeting an interested audience

Reach that audience

Don’t rely on a press release

Think industry/niche magazines, groups, associations, businesses

Finding a developer In the UK, expect to pay £400-500+/day for most platforms Or find a friend Eastern European agencies are popular eLance.com And other hire sites

In the UK, expect to pay £400-500+/day for most platforms

Or find a friend

Eastern European agencies are popular

eLance.com

And other hire sites

$400 Regarding iPhone development: What does $400 get you?

Regarding iPhone development: What does $400 get you?

Questions? [email_address] +44 7769 658 104 @ew4n