mobileYouth trends download: Applications in the age of discovery

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In the latest mobileYouth trends briefing, Graham Brown of mobileYouth looks at the role of youth in the future of mobile application development.

In the latest mobileYouth trends briefing, Graham Brown of mobileYouth looks at the role of youth in the future of mobile application development.

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  • 1. !Curatedon’tInnovateMobileApplicationsintheAgeofDiscovery In!this!trends!briefing,!Graham Brown!of!mobileYouth!looks!at!the!rising!tide!of!mobile!applications!and!asks!–!whoisdrivinginnovation?!!!As! app! usage! continues! to! grow,! the! premium! on! innovative! differentiation! is!higher! than! ever! but! where,! exactly,! should! the! industry! be! looking! for! this!differentiator?!It!seems!that!we’re!following!our!bad!habits!of!investing!heavily!in!topFdown!innovation.!It’s!the!same!process!that!gave!us!LBS,!MMS!and!mobile!payments! back! in! the! early! 2000s! –! too! much,! too! early,! too! irrelevant.! App!discovery! tools! are! the! latest! in! a! crop! of! topFdown! innovations! that! aim! to!replicate! the! oldFfashioned! design! thinking! innovation! model;! i.e.! innovation! is!the!product!of!genius.!!I’d! like! to! explore! the! flipFside! of! the! coin.! App innovation! won’t! come! from!innovation! labs,! product! managers! or! IDEO! like! design! agencies! but! nameless!youthinthestreet.!They,!after!all,!gave!us!SMS.!They!gave!us!Facebook!and!the!forerunners!of!iTunes.!They!even!showed!us!how!to!use!BBM!properly.!Shouldn’t!we! be! looking! here! for! our! application! innovation?! Innovation! labs,! product!managers!and!design!agencies!shouldn’t!be!trying!to!innovation,!they!need!to!be!in!the!businessofcuration.! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 2. !ArewebecominganAppculture?App!usage!nearly!doubles!in!year!!Mobile!app!usage!has!increased!91%!over!the!past!year,!web!usage!has!also!increased!but!at!the!slower!rate!of!16%.!What!is!driving!the!uptake?!! WithAppusagereachingrecordlevels,thepremiumondiscoveryishigh!!In!this!article!on!GigaOm,!the!author!raises!some!key!concerns!about!the!recent!spate!of!App!discovery!tools!being!developed!by!high!profile!names!like!Yahoo!!! Many!developers!seem!to!be!banking!on!the!fact!that!users!are!willing!to! turn!to!apps!to!find!other!apps.!A!recent!rash!of!app!discovery!tools! available!for!iOS!devices!(including!one!out!of!left!field!from!Yahoo)! definitely!identifies!a!problem,!but!I’m!not!sure!it!provides!any!real! lasting!solutions.!!! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 3. !AreyouththemissinglinkinDiscovery?YouthkeytoinfluencebothinpeergroupsandwithadultsHave!we!bet!the!bank!on!centralized!discovery,!innovation!and!education!of!applications!when!all!along!the!answer!was!right!there!under!our!noses?!What!role!do!youth!play!in!the!Age!of!Discovery?!!Recent!industry!data!shows!30%!of!adult!apps!downloaded!to!their!phones!were!actually!instigated!by!their!children.!So!youth!may!be!a!Trojan!Horse!in!the!Age!of!Discovery!but!this!is!only!a!drop!in!the!ocean!of!their!potential.! But!not!everybody!will!be!convinced.!It!depends!on!your!world!view.!Either!you!see!innovation!as!a!function!of!genius!or!a!social!process.!Either!application!innovation!is!a!product!of!genius!creative!agencies!like!IDEO,!product!managers!and!innovation!departments!or!you!see!it!as!a!function!of!genius!markets.!After!all,!19!year!olds!gave!us!Facebook,!Napster,!BBM!and!SMS!–!to!name!but!a!few!surprises!that!emerged!from!the!genius!of!countless!social!interactions.!!! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 4. !WhatroledoyouthplayinAppinnovation?YoutharekeyInnovatorsHere’s!a!collection!of!how!!organizations!are!harnessing!the!innovative!potential!of! youth! –! in! store,! in! office,! in! school.! Everyone’s! doing! it! because! they! love!doing!it!and!no!money!is!changing!hands.!Big!brands!like!Google!and!Apple!aren’t!pumping! hit/miss! products! onto! their! high! end! users! like! the! mobile! industry!has! been! doing! for! years.! The! risk! is! absorbed! by! young! users! who! evolve! and!cocreate!the!product!before!it!reaches!market.!!! Here’s!a!picture!from!the!Apple! Store’s!own!strategy!to!capture! youth!innovation.!Invite!youth! to!Apple!Camps!with!the!lure!of! being!able!to!create!&!record! your!own!videos!and!music.! Which!selfFrespecting!teenager! wouldn’t!be!attracted?!Now!you! have!a!free!focus!group! highlighting!all!the!potential! usage!scenarios!evoked!by!a! ! team!of!fearless!developers.! Things!have!obviously!moved!on! since!I!last!saw!a!bunch!of! developers.!These!are!all!young! and!female.!They!are!the! Droidettes!patronizing!Google’s! app!labs.!Google!knows!that!by! harnessing!and!training!these! volunteer!developers!they! create!a!conduit!for!not!only! innovation!but!also!insight!and! ! marketing!for!the!next!gen!of! apps.! The!very!cool!Youth!Applab!in! DC,!USA.!Young!kids!developing! apps,!for!education,!for!fun.! These!youngsters!are!passionate! about!what!they!do.!They!are! Amateurs!and!amateurs!are!key! to!the!future!of!application! development.!Amateur,!in!Latin! (Amator)!means!“to!love”!and!in! this!era!of!attention,!being! simply!“liked”!means!you!might! as!well!be!invisible.!! !! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 5. !!TopDownvsBottomUpInnovationThefutureofAppsisoutthere,beyondourcontrol! !!It’s!happening,!it’s!taking!place!out!there!already!and!we!are!not!party!to!it.!Rather!than!interrupt!it!and!try!to!impress!our!own!ideas!on!the!social!process,!why!not!simply!support!it!–!like!Apple!and!Google!are!doing?!And!it’s!not!just!going!to!take!place!in!Cupertino!or!DC,!think!of!the!potential!of!young!mobile!owners!in!China!and!India!alone.!According!to!mobileYouth.org!data,!1!in!5!of!the!world’s!mobile!owning!youth!will!be!living!in!India!by!2012.!China!has!already!taken!the!lead!with!its!3rd!party!Android!market.!!Quote!from!article!in!Technode:!! “There’re!lots!of!3rd!party!Android!markets!in!China,!including!AppChina! (invested!by!Innovation!Works),!which!also!crossed!an!aggregate!of!over! 100!million!downloads,!HiApk!(by!game!vendor!NetDragon),!Aimi8,! Eoemarket!and!Mumayi.!,!none!of!those!markets!have!generated!positive! and!consistent!revenue!yet!...!because!the!majority!of!Android!apps!are! offered!for!free.”!!! ! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 6. !ContactmobileYouth!To!find!out!more!about!the!mobileYouth!Report!and!how!it!can!help!you!please!send!an!email!to!josh.dhaliwal@mobileyouth.org!!JoshDhaliwal,Directorhttp://www.mobileYouth.org!http://www.mobileYouthreport.com!!UK:!+44!20!3286!3635!North!America:!+1!646!867!3635!South!Africa:!+!27!11!08!3635!1!Asia:!+852!8176!3650!! mobileYouth!–!youth!mobile!culture!since!2001!! http://www.mobileyouth.org!http://www.mobileyouthreport.com!!
  • 7. THE MOBILEYOUTH 2013 REPORT youth marketing insights for handset brands, content providers and operators features: 29 reports 400+ pages data, charts, cases mobileYouth: tracking youth & mobile culture since 2001 MOBILEYOUTH youth marketing mobile culture since 2001
  • 8. THE MOBILEYOUTH 2013 REPORThttp://www.mobileyouth.org MOBILEYOUTH youth marketing mobile culture since 2001