Devnest #7 Mobile Industry Review

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

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

1.2 BILLION
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)

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

Don’t forget the rest
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

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
Roughly 3-4% of the UK
Approval: You need to play Apple’s game

SYMBIAN
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

ANDROID
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

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

VODAFONE
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

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?

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

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 3: position 7, $120.08 <- peak in ad revenue
Day 5: position 4, $62.48 <- peak in charts
Total: $680.73 (£457)
$9/day = £2,204 a year

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

TWITTER
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

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

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

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

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

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

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