Sxsw app vs. web

Apps VS. WEB

Putting apps into context….
Over 8billion downloads last year from zero a few years ago
Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper)
Over 600,000 apps between Apple, Android and GetJar
35.3% of US consumers used apps in Jan 2011 (Comscore)
An estimated 65.8M Americans now use smartphones (ComscoreJan 2011)
Top smartphone platforms: Rim 30.4%, Android 31.2%, Apple 24.7% (Jan 2011, Comscore)
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Confidential

What is GetJar?
As the world’s largest, open app store GetJar’s technology, people and experience allows us to:
Host over 75,000 apps supporting nearly 2,500 different phones across all major mobile platforms
Distribute these apps for more then 300,000 publishers in nearly 200 countries
Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale
Track app downloads and usage leveraging in-house data analytics and conversion tracking
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Results: Over 1.6 billion downloads to date for clients

Apps vs. web – does the consumer care?
Blackberry Bold, Curve, Tour, Storm?
What version of Android do I have?
Is my phone a smartphone?
What is HTML5?
Will it work on my old old Moto Rzr?
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Confidential

Side by Side – what does it look like?
Web pros:
Reach
Cheaper development
Ease of distribution
Instant update
Requires connectivity*
Apps pros:
Always “on”
Deep engagement
Leverage device power / features (touch, accelerometer)
Viral!
Sexy
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Confidential

Key questions to ask yourself in terms of strategy
Am I brand building or trying to get the user to “do” something?
Determines app or web strategy
Do I want a deep experience or something more shallow?
Determines platform strategy
How broad is my audience?
Determines app or web strategy
How much resource do I have?
Determines depth of engagement and number of platforms
How important is monetizing my mobile users?
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Confidential

There are a number of things you should know…
Billing available
Installed base?
OEM’s using
platform
Number of
versions
Ease of
distribution
Size of
catalog
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Confidential

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And the landscape looks ugly…

Top mobile brands today are cross platform

Web & Apps for Facebook
How do you get 500m users
Of your service to go mobile?
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Using your mobile site to drive app downloads
Step 1:
Consumer visits the Facebook site and clicks a link to
“Download Facebook here”
Step 2:
They are taken to Facebook’s App download page on the appropriate store
Step 23:
Consumer downloads the most appropriate app for their handset
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Confidential

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And don’t forget your Web site!

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Fandango’s approach was similar
Web downloads
More then 40% of
Dl’s to date

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Yahoo!’s strategy US smartphones + web

Everyone’s got a phone! What should you do?
Identify precisely your user and what they expect of your mobile service
Determine brand vs. performance
Select the platforms that best suit your strategy
Richness vs. speed
Depth vs. breadth
Dive in, collect data, analyze and start over!
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Patrick Mork
Chief Marketing Officer
patrick@getjar.com
www.getjar.com
@getjar
Blog.developer.getjar.com/developer
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Sxsw app vs. web

by Patrick Mork on Mar 13, 2011

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