How Have Apps Changed the Mobile Content Ecosystem?

How Have Apps Changedthe Mobile Content Ecosystem? 10 Trends We’ve Seen So Far Praveen Rajan Head of Mobile Internet, DiGi Telecommunications AppsXchange Asia 16 June 2010, Singapore

5 Things About Malaysia

5 Things About DiGi

Have Apps Made a Difference?

Most Analysts Claim That Operators Are Doomed

… but it’s Never Been Easier to Sell the Internet

So, Here’s 10 Things That We Have Seen

1 Everyone Has Favourites Thousands to choose from, you’re bound to like something tangible

1 Everyone Has Favourites 3 apps I use most on my iPhone

1 Everyone Has Favourites 45% of new DiGi iPhone customers have at least 5 favourite apps How many favourite apps do you have? 45% 30% 25% 5 or more Between 1 to 4 NoneSOURCE: Internal survey of new DiGi iPhone customers, Q2 2010

1 Everyone Has Favourites

2 iPhone App Store is the Benchmark Other smartphones don’t offer the wide variety, although Android is catching up

2 iPhone App Store is the Benchmark DiGi iPhone customers download 4x more apps compared to Nokia customers How many apps have you downloaded in the last 30 days? 8 4 2 iPhone Blackberry NokiaSOURCE: Internal survey of new DiGi customers that signed up for smartphone contracts, Q2 2010

2 iPhone App Store is the Benchmark

3 Sell VAS the App Store Way Replicate the App Store buying experience to sell traditional VAS • Ease of use • Single click buying • Visually appealing

3 Sell VAS the App Store Way DiGi Store brings 100+ existing VAS into a simple store

3 Sell VAS the App Store Way

4 App Discovery New customers facing problems in finding the right apps to download Why have you not downloaded any apps? 45% 40% 15% Dont know what to Too many choices Not interested downloadSOURCE: Internal survey of new DiGi iPhone customers that did not download any apps in first 30 days, Q2 2010

4 App Discovery How do you find the right app amidst the clutter?SOURCE: Distimo, Mobile World Congress 2010

4 App Discovery Pushing DiGi recommendations online and via mobile

4 App Discovery

5 Content Discovery Build your own recommendation services to drive usage of mainstream apps Alerts

5 Content Discovery

6 WAP Portal Rethink More customers churning from WAP start page, using App Stores instead

6 WAP Portal Rethink

7 Tool for BTL Activities Plenty of new ways to use apps to excite customers

7 Tool for BTL Activities

8 Feature Phones Need Some Loving Too Less emphasis, but find quickest way to capitalise on Apps craze Majority of Phones are Not Suitable for Mobile Internet What’s the % of Smartphones in Your Base?

8 Feature Phones Need Some Loving Too GetJar is a viable whitelabel solution to drive usage

8 Feature Phones Need Some Loving Too

9 Customers Expecting Fast Downloads Protecting the network early ahead of the smartphone boom Big Screen Consumption Small Screen Consumption

9 Customers Expecting Fast Downloads Consistent throughput matters most

9 Customers Expecting Fast Downloads

10 Difficult to Justify DiGi Branded Apps Suppliers overcharging operators & no in-house competencies Average quoted development cost for a DiGi branded app 35% 30% 25% 10% More than Between Between Less than RM500k RM150k to RM50k to RM50k RM500k RM150kSOURCE: Internal survey of recent quotations from vendors to create iPhone apps for DiGi, Q2 2010

10 Difficult to Justify DiGi Branded Apps

Summary Apps Have a Bet on the Right Opportunity forPositive Effect Smartphones Smart PartnershipsIncreased stickiness & iPhones & Androids Operators unlikely to buildMobile Internet usage showing biggest potential too many apps for apps Leverage on existing apps, marketed through operators

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How Have Apps Changed the Mobile Content Ecosystem?

by Praveen Rajan on Aug 30, 2011

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How Have Apps Changed the Mobile Content Ecosystem? — Presentation Transcript