The App Store
Revolution Craze
Multi-Mania - Belgium, Kortrijk
May 19, 2009 - 14:00
Scott Janousek

Agenda
Intro
Mobile Revolution!
Mobile & Device App Store Craze
Wrap up

This is a business presentation.
This is an “awareness preso”.
Very little code here. :)
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Intro

Me
From Boston, Massachusetts, USA
10 Years as a Web and Interactive (Flash) Developer
4 Years doing Flash (Lite) on Mobile & Devices
Adobe Community Expert, Adobe Certified Trainer, &
Adobe User Group Co-manager, Forum Nokia Champion
(Flash) Mobile Book author & Adobe Community Blogger
CEO/Founder - Hooken Mobile
5

New England (USA)
live
I grew up

My Mobile “Genesis”
My First Mobile Application (<eye tear>)
“Mobile Conference Guide”
FITC 2005 (Toronto, Canada)
Flash Lite 1.1 (UI) + MySQL & PHP (backend)
How many people used? 5 out of 500 = 1%
No “App Stores” then (circa 2005) ... ;) Flash Lite 1.1 Mobile Guide App

Flash Lite 1.1/2.x
Mobile Content

Some Newer
Flash (Lite) Experiences

Flash Mobile Books
Flash Applications for Mobile Devices “advancED Flash on Devices”
Richard Leggett, Scott Janousek, Weyert Boer Mobile Development with Flash Lite and Flash 10
Elad Elrom, Scott Janousek, Thomas Joos
ISBN: 1590595580
Published: Dec 2006 ISBN-10: 1-4302-1904-1
www.flashmobilebook.com “Work in Progress”
www.friendsofED.com

Hooken Mobile
4 years in business
Mobile Consultancy
(Client Service focused)
Application Development &
Flash Mobile Training
Going Forward ... Flash,
Android, iPhone, potentially
www.hookenmobile.com
webOS ... more Products.
11

MassMobile User Group
User Group in Boston for Mobile Developers
25 developers, 3 meetings ... started in Jan 2009
Android & iPhone (mostly)
Me = (currently) the only “Flash guy” ;)
Our talks = business and technical
www.meetup.com/massmobile

Mobile Monday Boston
www.momoboston.com
Regularly > 400 attendees
> 200 mobile companies
Boston Mobile
Companies = $215
Million (USD) in Q1, 2009 “momoboston” on April 2009 at MIT

Mobile Revolution!

How many people ...
Have an iPhone?
Have a Nokia?
Have an Android device? BlackBerry?
Have OTHER portable and mobile devices?
How many people have > 1 mobile device?

How many people ...
Have downloaded/installed a mobile app? :)
Are new to Mobile Development?
Have created a mobile application?
iPhone developers? Android? Flash Mobile? Other?
Are making money off mobile apps?
Having lots of fun with mobile development? :)

It’s all about choice ...

What do folks like?
Source: http://blog.wired.com

Mobile Devices &
Platforms

Some Mobile Jargon
OEMs = Original Equipment Manufacturers Handsets = SmartPhones/Mobile Phones
Carriers/Operators = Phone companies App = (Mobile) Software Application
Content = Mobile “Apps”, games, other Media Emulators = Mobile Testing Software
Gardens (open/closed) = Ecosystem Setups Target(s) = Devices and/or platforms you are
working with/developing for
Fragmentation = (SW/HW) inconsistencies
across devices/platforms
... and many more. No shortage of industry terms! :)
20

Device Evolution

Portable Devices
NetBooks and UMPC type devices
Mobile Internet Devices (MIDs = Nokia N810)
Portable Media Players (PMPs = iPod Touch, iRiver, etc)
“Feature Phones” (aka “Cell Phones”)
SmartPhones (iPhone, N97, G1, BlackBerry)
22

Some Mobile Device “OEMS”
23

SmartPhone Platforms
Apple iPhone
Google Android
Nokia (Symbian S60)
Black Berry/RIM
Microsoft Windows Mobile
Palm webOS
24

SmartPhones
iPhone (OSX)
Palm Pre (Palm OS)
Nokia N97 (Symbian)
G1 (Android)
BlackBerries (RIM)
Windows Mobile Devices (“6.5”)
25

SmartPhones vs.
“Feature Phones”
26

“Rough” Device Numbers
Windows Black Berry
Android iPhone Nokia S60 Others
Mobile (RIM)
>1 > 140
20-40 million > 30 Million > 30 Million 1 Billion
million Million
“Device numbers aren’t everything ... but they are always
part of the overall equation. More importantly is the
Quality (of user experience) vs. Quantity.” - Me

Fragmentation
Example:
Device “A” supports a specific feature, but ... Device “B” doesn’t
Causes = OEMS, Operators
Occurs = Hardware, Software Levels
“Workaround” = multiple versions of an app! ;(
“A motion-sensing 3D game with a GPS social networking feature
won't work on a lot of Windows Mobile handsets, but a 2D,
keypad-controlled Asteroids clone won't necessarily make a
developer rich.”

“Apps”

New Mobile Culture
NEW = DATA
OLD = Voice
(Apps & Services)!

Mobile Content Types
Screen savers & Wallpapers
Mobile User Interfaces
Ring tones
Media (Music, Video, Photos)
Applications (Games, Productivity, etc)

Application Stack

Application Stack

Mobile Business &
Ecosystems

“The Perfect Storm”
Users are consuming content!
Better Mobile User Experiences
Better Connectivity
Powerful Devices (Smartphones)
Compelling Apps!
Device Capabilities
Distribution Channels for making Money!

Old vs. New Mobile
OLD NEW
Operator Deck App Stores
+ +
Developer Imagination Developer Imagination
+ +
Operator Greed Entrepreneurial Spirit
= =
Blood, Sweat, Tears (& Money) Fun and Money

Mobile Print Ad in USA
“iphone
like” ;)
Verizon Wireless (U.S.A Operator)
We did not have these “App ads” 1 year ago!

Mobile Apps are
“mainstream”
New Billboard Ad in Boston (on my way to Logan airport) - May 2009

iPhone Ad (in U.S)
TV Spot #1

Target App Consumer
“I’m downloading around 2-10 apps a day
(yeah, I’m completely addicted), and it
seems like 90% of them are complete
ju<beep>nk. (but usually a fancy one ...)”
- an iPhone content consumer

“Show me the Money!”
Projects for Hire Ad Funded
Consultancy “Challenges and Contests”
Private and Public Funding App Stores = Revenue Splits

# of Apps Downloaded
From http://compete.com/

Pricing Apps

% of People Who Buy
From http://compete.com/

iPhone Pricing

Selling Apps
Price Points
$ 0.99 popular for iPhone (iTunes)
Otherwise: FREE to PAID Amount
Mobile Ads (worth it?)
Subscription Model Tie-ins
Pay for feature add-ons popular in future ...

Marketing your app
Social Tools:
Blogs
App Review Sites ...

Mobile App Review Sites
AppVee (Boston based company- Android & iPhone)
Apptism
iphoneapppreviews.net
Frame27.blogspot.com (Flash Mobile Games)
Many, many, others ...

Mobile & Device
“App Store” Craze

It’s a Revolution!
Dear Operators & OEMs, millions of Devices
are nothing without DEVELOPER Apps ...

What is a “Craze”?
Definition:
“a popular or widespread fad,
fashion, etc.; mania: the newest
dance craze.”

SmartPhone
App Stores
“Catalyst” The Result (“The craze”) ...
BlackBerry AppWorld
Palm App Catalog
Apple iPhone AppStore Windows Mobile Marketplace Android AppMarket
Nokia OVI Store

App Store Features

App Stores Compared
From Gizmodo.com

Apple AppStore
Launched in 2008
Over 1 billion apps downloaded
& > 40,000 applications available
Distribution = iTunes (Desktop)
& iPhone/iPod (On Device Catalog)
Developer Program Fee = $99 USD/ $299 USD
Revenue Split: 30% (Apple), 70% (Dev)
SDK and Dev Tools (XCode)
55

“iPhone Effect”
“iPhone Effect”
=
Established Brand
+
Customer Loyalty
+
Fashion Identity
Source: http://www.appleinsider.com

1,000,000,000
downloads

iPhone App Store Stats
1,000,000,000 downloads (Q2, 2009)
xx,000,000 device users
(how many users are consuming content? Lots.)
40,000 apps

iPhone AppStore Stats
http://www.mobclix.com/appstore/

Some Pros & Cons
Strong Brand (“Trendy”) 20 million devices
Simple Purchase Process “1 Hit Wonder” Applications
Great (Mobile) UX Getting “lost” within App Store
Low Barrier to Dev Entry “Knockoffs Apps”
Saturated Marketplace
Less Fragmentation
No Adobe Flash Player

Where to get Started
developer.apple.com

Flash App to iPhone:
Porting Process
Thomas Joos (Belgium based)
Flash & Flash Lite Designer/Developer
Mobile Project Discussion

Android App Market
Launched in 2008
Million of apps downloaded
& hundreds of applications available
Distribution = G1 (On Device Catalog)
Developer Program Fee = $25 USD
Revenue Split: 30% (Google), 70% (Dev)
Open Source (Android SDK)

Some Pros & Cons
Sideload off deck Device(s) not “stellar”
24 hour return policy Experience good, but
not excellent
Open Source roots
Fragmentation likely
Adopted outside of
SmartPhones People expect FREE?
Low Device #’s now

Android vs. iPhone

Where to get Started
developer.android.com

BlackBerry AppWorld
Launched 2009
Dev Cost = $200 USD per 10 apps
No new SDK or dev tools
Payment = Paypal
Revenue Split = 80% (dev)/20%
PricePoint of App: FREE or >= $2.99
67

Some Pros and Cons
Strong Business User base is older age
Brand group ... not as “mobile
savvy”
User base has money
to spend! Expensive
Development
Very Popular
Communication High Pricing Barrier

Where to get Started
na.blackberry.com/eng/developers (North American)

Windows Mobile
Marketplace
ETA: Q4 2009
Windows Mobile 6.5 Devices
$99/year to push 5 apps
$99 per Additional Application
Revenue Split: 30% / 70% (dev)
Promising (TBD) ... App
Approval Transparency, 24-hour return policy,
wide device support, non-exclusivity

Some Pros & Cons
Lots of Devices Windows Mobile
Devices not quite
Heavy Branding “trendy” (yet)
Microsoft “Muscle” Fragmentation likely?
Lots of existing apps Still Early on details
to port/reuse ... (Windows Mobile 7?)

Where to get Started
www.windowsmarketplace.com

Palm App Catalog
ETA = TBD (device rumored June 2009 in U.S.)
Private SDK Beta available
Distribution = Palm Pre (on Sprint Network)
Developer Program Fee = TBD
Revenue Split: TBD
Web Development Tools & SDK (webOS, Mojo)

Pros & Cons (TBD)
Pre = compelling Potential Limited
device Device API
Easy to Develop Web Apps = Less
(Web Apps)! Powerful Apps?

Where to get Started
developer.palm.com

Nokia OVI Store
ETA = End of May, or June 2009
Distribution = 40+ million devices
S40 Feature Phones & S60 SmartPhones
Developer Program Fee = FREE
Revenue Split: 30% (Nokia), 70% (Dev) **
App listings are free & unlimited, Symbian
certificates are NOT free
Supports Flash Lite, Java, Native Symbian S60,
etc
76

Some Pros & Cons
Global Market Limited U.S. Market
Not only Apps, but Symbian/S60 = Aging
other “media types” Mobile Experience
“Open Policies” Fragmentation
Nokia 5800 ... & N97!

Where to get Started
publish.ovi.com

Mobile Share
Prediction

3rd Party Flash Lite
Content Aggregators
ZED
Independent Content Aggregator (Flash Lite, etc) Content Aggregator (Flash Lite, etc)
“Old School” Symbian, Windows Mobile, etc Content Aggregator
Independent Content Aggregator (Flash Lite, etc) - Ad Funded
Independent Content Aggregator (Flash Lite, etc)

Wrap up

Announcements

Flash Lite Opportunities
Nokia: Calling All Innovators
www.callingallinnovators.org
Open Screen Project ($10M USD Fund)
www.openscreenproject.org
Flash Lite Developer Challenge ($100 K)
www.flashlitedeveloperchallenge.com
Publish to OVI (App) Store
publish.ovi.com

www.mobiledevjobs.org
Looking for a job in the mobile industry?
Free mobile job posting sites
iPhone, Android, Symbian, Windows Mobile, webOS,
BlackBerry, Java, and more.
Global reach and mobile platform independent

Flash on Tap 2009
Beer Festival + Flash Conference
May 28-30, 2009 in Boston, USA
www.flashontap.com

FITC Mobile 2009
www.fitc.ca

iDev 360
iPhone Developer Conference
Sept 27-30, 2009
Denver, Colorado, USA
www.idev360.com

Potential Future
What will App Stores and Mobile
Content be like in 2-3 years?
Is there a Mobile App Store “Bubble”
forming (recall DOT COM era)?
Are “App Stores” the next big thing
on other devices besides
SmartPhones? (e.g. netbooks?)
88

URLS
www.mobilemonday.be
www.intomobile.com
www.mobile-ent.biz (ME Magazine)
publish.ovi.com
developer.apple.com
developer.android.com
developer.palm.com
na.blackberry.com/eng/developers (North American)
89

Q&A

Contact Me
email: scott@scottjanousek.com
blog: www.scottjanousek.com
twitter: www.twitter.com/scottjanousek
linkedin: www.linkedin.com/in/scottjanousek
web: www.hookenmobile.com
email: scottjanousek@hookenmobile.com
91

Thanks
Have a great rest of the conference!