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Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
Devnest #7 Mobile Industry Review
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Devnest #7 Mobile Industry Review

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This is the mobile overview presentation I delivered to Devnest #7 in London on Wednesday 10th March.

This is the mobile overview presentation I delivered to Devnest #7 in London on Wednesday 10th March.

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  • 1. DEVNEST #7 Ewan Macleod Mobile Industry Review
  • 2. Standby <ul><li>About Me </li></ul><ul><li>Mobile Platforms </li></ul><ul><li>Feature & Smartphones </li></ul><ul><li>iPhone, Symbian, BlackBerry, Android </li></ul><ul><li>Developer Case Study </li></ul><ul><li>The $400 iPhone app </li></ul>
  • 3. ABOUT ME
  • 4.  
  • 5.  
  • 6.  
  • 7. Tweeting before any of you Sort of…
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. The Mobile industry Let’s have some statistics…
  • 13. 4.6 BILLION <ul><li>Mobile subscribers on Earth (Tomi Ahonen) </li></ul><ul><ul><li>1.6 billion TVs, 850m subscribers </li></ul></ul><ul><ul><li>1.7 billion credit cards </li></ul></ul>
  • 14. 1.2 BILLION <ul><li>Handsets sold in 2009 (Gartner) </li></ul><ul><li>- 300m TVs </li></ul><ul><li>- 280m new PCs </li></ul>
  • 15.  
  • 16. Feature vs Smart Gap is narrowing quickly
  • 17. Feature Phone £18
  • 18. Smart Phone £500 Nokia N900
  • 19. From £12.45
  • 20. Phone sales breakdown…
  • 21. Handset sales in 2009
  • 22. Handset sales in 2009 Gartner, Feb 2010
  • 23. Handset sales in 2009 Gartner, Feb 2010 Nokia shipped 1.4m phones today
  • 24. In the UK… <ul><li>19 million handsets sold last year </li></ul><ul><li>85% of adults own a mobile phone </li></ul><ul><li>Saturated marketplace </li></ul><ul><li>Vodafone: 18m </li></ul><ul><li>O2: 22m </li></ul><ul><li>T-Mobile: 17m </li></ul><ul><li>Orange: 17m </li></ul><ul><li>Three: 4.4m </li></ul><ul><li>(TMOrange: 34m) </li></ul>
  • 25. So what mobile platforms are popular for developers?
  • 26. Source: Ewan’s mind
  • 27. 2009 Smartphone Sales by platform, Gartner
  • 28. Smartphone Sales by platform, Gartner, Feb 2010
  • 29. Proper mobile handsets are becoming easily accessible Examples…
  • 30.  
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36. UK iPhone Sales <ul><li>O2: 2 million </li></ul><ul><li>Orange & Vodafone just went live </li></ul><ul><ul><li>Vodafone: </li></ul></ul><ul><ul><ul><li>50,000 pre-orders, 100k in 1 st week </li></ul></ul></ul><ul><ul><li>Orange: </li></ul></ul><ul><ul><ul><li>30,000 on first day </li></ul></ul></ul>
  • 37. Don’t forget the rest <ul><li>Say 3 million iPhones in the UK? </li></ul><ul><li>Leaves roughly 50-60m handsets waiting for developer attention </li></ul>
  • 38. Mobile Applications “ There’s gold in them there hills”
  • 39.  
  • 40. Developing on iPhone…
  • 41. <ul><li>With 140,000 apps, it’s a total lottery </li></ul>
  • 42. Developing on iPhone <ul><li>The Good </li></ul><ul><li>Easy to develop </li></ul><ul><li>Gorgeous process </li></ul><ul><li>Fantastically easy to find and install the app </li></ul><ul><li>Fancy, cool </li></ul><ul><li>Users accustomed to downloading apps </li></ul><ul><li>Users actively hunt for new apps </li></ul><ul><li>Billing baked right in </li></ul><ul><li>Pre-qualified – users have money </li></ul><ul><li>The Bad </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Roughly 3-4% of the UK </li></ul><ul><li>Approval: You need to play Apple’s game </li></ul>
  • 43. SYMBIAN <ul><li>The open behemoth </li></ul>
  • 44. Symbian
  • 45.  
  • 46. Developing on Symbian <ul><li>Addressable market of 300 million+ </li></ul><ul><li>Used to be quite a pain </li></ul><ul><li>2009: Forget Symbian… </li></ul><ul><li>2010: Watch them closely </li></ul><ul><li>Nokia’s Ovi Store is doing well </li></ul><ul><ul><li>Respectable 1.5m downloads daily </li></ul></ul><ul><ul><li>Ovi Store baked into all new handsets </li></ul></ul><ul><li>Qt development </li></ul><ul><ul><li>Will completely change developer paradigm </li></ul></ul><ul><ul><li>Write-once deploy anywhere SDK </li></ul></ul><ul><ul><li>Qt.nokia.com </li></ul></ul>
  • 47.  
  • 48. ANDROID <ul><li>Not what you think </li></ul>
  • 49. Android: Not quite primetime <ul><li>Still very, very small handset population </li></ul><ul><li>Fragmenting continually </li></ul><ul><li>Making the same Symbian mistakes </li></ul><ul><ul><li>App development: Equivalent to launching show at 2am on a digital TV station </li></ul></ul><ul><li>Monitor growth of Android but watch Symbian </li></ul><ul><li>Smart money is on manufacturers switching back to Symbian </li></ul>
  • 50. BLACKBERRY
  • 51.  
  • 52. BlackBerry <ul><li>Often forgotten, but making huge consumer gains </li></ul><ul><li>Large legacy device population </li></ul><ul><ul><li>Most corporate devices locked to applications </li></ul></ul><ul><li>Very keen to work with and support developers </li></ul><ul><li>Consumers appear keen to spend money on AppWorld </li></ul>
  • 53. VODAFONE <ul><li>360 degrees of joy? </li></ul>
  • 54.  
  • 55. http://jil.vodafone.com
  • 56. Vodafone 360 <ul><li>“ Access 1.1 billion customers” </li></ul><ul><li>Perhaps 3-4% are addressable </li></ul><ul><ul><li>That is, using handsets with the 360 store </li></ul></ul><ul><li>Very keen to see submissions </li></ul><ul><li>Can be potentially lucrative </li></ul><ul><ul><li>Nobody else is bothering </li></ul></ul><ul><li>More information: http://jil.vodafone.com </li></ul>
  • 57. Developer Opportunities Mobile co’s desperate for your attention
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62. Developer Case Study How big is yours?
  • 63. DILEMMA <ul><li>The application developer dilemma: Disclose stats or stay silent? </li></ul>
  • 64. Simon Maddox Independent developer www.simonmaddox.com
  • 65. ‘0870’
  • 66. 0870 by Simon Maddox <ul><li>Finds alternatives to 35p/min 0845 and 0870 numbers </li></ul><ul><li>Free of charge </li></ul><ul><li>Spent 429 days ‘in review’ </li></ul><ul><ul><li>Whilst Apple & o2 wondered what to do </li></ul></ul><ul><li>Advertising funded using AdMob </li></ul><ul><li>Saved users £268,000 in one month </li></ul><ul><li>Launched with good press from: </li></ul><ul><ul><li>The Telegraph, The Guardian, TechCrunch </li></ul></ul><ul><li>Acceptance delay = good, juicy story </li></ul>
  • 67. 0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com
  • 68. 0870 Ad Revenue Stats <ul><li>Day 1: position 79, $25.58 </li></ul><ul><li>Day 2: position 29, $67.04 </li></ul><ul><li>Day 3: position 7, $120.08 <- peak in ad revenue </li></ul><ul><li>Day 4: position 5, $118.76 </li></ul><ul><li>Day 5: position 4, $62.48 <- peak in charts </li></ul><ul><li>Day 6: position 5, $49.41 </li></ul><ul><li>Day 7: position 5, $33.23 </li></ul><ul><li>Day 8: position 5, $40.03 </li></ul><ul><li>Day 9: position 7, $23.96 </li></ul><ul><li>Day 10: position 8, $15.28 </li></ul><ul><li>Day 11: position 16, $17.45 </li></ul><ul><li>Day 12: position 17, $27.37 </li></ul><ul><li>Day 13: position 25, $36.40 </li></ul><ul><li>Day 14: position 30, $25.65 </li></ul><ul><li>Day 15: position 30, $18.01 </li></ul><ul><li>Total: $680.73 (£457) </li></ul>$9/day = £2,204 a year
  • 69. Downloads since launch
  • 70. Downloads since launch MoneySavingExpert.com
  • 71. Downloads in the last 30 days
  • 72. Downloads in the last 30 days Featured in Sunday Times
  • 73. 0870 by numbers <ul><li>iPhone downloads: 427,484 </li></ul><ul><ul><li>Best chart position: 4 </li></ul></ul><ul><ul><li>Approval time: 429 days </li></ul></ul><ul><li>Android downloads: 14,244 </li></ul><ul><ul><li>Best chart position: 21 </li></ul></ul><ul><ul><li>Approval time: 1 second </li></ul></ul><ul><li>Palm Pre: 1,943 </li></ul><ul><ul><li>Best chart position: 1 (for 4 hours) </li></ul></ul><ul><ul><li>Approval time: 5 working days </li></ul></ul><ul><ul><ul><li>Quick tweet to @palm and @adora sped things up </li></ul></ul></ul><ul><li>Acquisition requests: 3 </li></ul>
  • 74. TWITTER <ul><li>Quite a few mobile twitter clients… </li></ul>
  • 75. Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie </li></ul><ul><li>Tweetie 2 </li></ul><ul><li>I use the mobile browser </li></ul><ul><li>I tweet by SMS :) </li></ul><ul><li>Gravity </li></ul><ul><li>Dabr (browser based) </li></ul><ul><li>Twidroid for Android </li></ul><ul><li>Twitta on Vodafone 360 H1 </li></ul><ul><li>Twitterberry </li></ul><ul><li>TweetDeck </li></ul><ul><li>SocialScope on BlackBerry </li></ul><ul><li>Snaptu on RIM </li></ul><ul><li>Twitter Pro </li></ul><ul><li>TweetDeck </li></ul><ul><li>TweetS60 </li></ul><ul><li>Twittix on N95 </li></ul><ul><li>Tweetie 2.0 for iPhone </li></ul><ul><li>Twitdroid </li></ul><ul><li>UberTwitter for BlackBerry </li></ul><ul><li>Tweetss60 / dabr </li></ul><ul><li>Twitterific </li></ul><ul><li>Pocket Twit on Windows </li></ul>Source: MIR audience, Jan 2010
  • 76. Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie </li></ul><ul><li>Tweetie 2 (Top Paid, UK) </li></ul><ul><li>I use the mobile browser </li></ul><ul><li>I tweet by SMS :) </li></ul><ul><li>Gravity </li></ul><ul><li>Dabr (browser based) </li></ul><ul><li>Twidroid for Android </li></ul><ul><li>Twitta on Vodafone 360 H1 </li></ul><ul><li>Twitterberry </li></ul><ul><li>TweetDeck </li></ul><ul><li>SocialScope on BlackBerry </li></ul><ul><li>Snaptu on RIM </li></ul><ul><li>Twitter Pro </li></ul><ul><li>TweetDeck </li></ul><ul><li>TweetS60 </li></ul><ul><li>Twittix on N95 </li></ul><ul><li>Tweetie 2.0 for iPhone </li></ul><ul><li>Twitdroid </li></ul><ul><li>UberTwitter for BlackBerry </li></ul><ul><li>Tweetss60 / dabr </li></ul><ul><li>Twitterific (Top Free, UK) </li></ul><ul><li>Pocket Twit on Windows </li></ul>Source: MIR audience, Jan 2010
  • 77.  
  • 78. Thinking about developing mobile applications? Things to consider…
  • 79. Developing on mobile <ul><li>Platform </li></ul><ul><ul><li>Choose the most appropriate for your concept </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Ad-funded? Pay-per-download? In-app billing? </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>Make sure you’re targeting an interested audience </li></ul></ul><ul><li>Reach that audience </li></ul><ul><ul><li>Don’t rely on a press release </li></ul></ul><ul><ul><ul><li>Think industry/niche magazines, groups, associations, businesses </li></ul></ul></ul>
  • 80. Finding a developer <ul><li>In the UK, expect to pay £400-500+/day for most platforms </li></ul><ul><ul><li>Or find a friend </li></ul></ul><ul><li>Eastern European agencies are popular </li></ul><ul><li>eLance.com </li></ul><ul><ul><li>And other hire sites </li></ul></ul>
  • 81. $400 <ul><li>Regarding iPhone development: What does $400 get you? </li></ul>
  • 82.  
  • 83.  
  • 84. Questions? [email_address] +44 7769 658 104 @ew4n

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