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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. :)




                         ...
Intro
Me
From Boston, Massachusetts, USA

10 Years as a Web and Interactive (Flash) Developer

4 Years doing Flash (Lite) on Mob...
New England (USA)

         live


                I grew up
My Mobile “Genesis”
My First Mobile Application (<eye tear>)

“Mobile Conference Guide”

FITC 2005 (Toronto, Canada)

Flas...
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 Ja...
Hooken Mobile
4 years in business

Mobile Consultancy
(Client Service focused)

Application Development &
Flash Mobile Tra...
MassMobile User Group
User Group in Boston for Mobile Developers

25 developers, 3 meetings ... started in Jan 2009

Andro...
Mobile Monday Boston

 www.momoboston.com

 Regularly > 400 attendees

 > 200 mobile companies

 Boston Mobile
 Companies ...
Mobile Revolution!
How many people ...
Have an iPhone?

Have a Nokia?

Have an Android device? BlackBerry?

Have OTHER portable and mobile de...
How many people ...
Have downloaded/installed a mobile app? :)

Are new to Mobile Development?

Have created a mobile appl...
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...
Device Evolution
Portable Devices

NetBooks and UMPC type devices

Mobile Internet Devices (MIDs = Nokia N810)

Portable Media Players (PMP...
Some Mobile Device “OEMS”




           23
SmartPhone Platforms
 Apple iPhone

 Google Android

 Nokia (Symbian S60)

 Black Berry/RIM

 Microsoft Windows Mobile

 P...
SmartPhones
iPhone (OSX)

Palm Pre (Palm OS)

Nokia N97 (Symbian)

G1 (Android)

BlackBerries (RIM)

Windows Mobile Device...
SmartPhones vs.
“Feature Phones”


      26
“Rough” Device Numbers


                                       Windows       Black Berry
Android     iPhone        Nokia ...
Fragmentation
Example:
Device “A” supports a specific feature, but ... Device “B” doesn’t


Causes = OEMS, Operators

Occur...
“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)

Applic...
Application Stack
Application Stack
Mobile Business &
  Ecosystems
“The Perfect Storm”
                            Users are consuming content!


  Better Mobile User Experiences

         ...
Old vs. New Mobile
           OLD                         NEW

        Operator Deck                App Stores
           ...
Mobile Print Ad in USA

                                               “iphone
                                           ...
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 the...
“Show me the Money!”



Projects for Hire            Ad Funded

Consultancy                  “Challenges and Contests”

Pr...
# 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?...
Marketing your app
Social Tools:




  Blogs

  App Review Sites ...
Mobile App Review Sites
AppVee (Boston based company- Android & iPhone)

Apptism

iphoneapppreviews.net

Frame27.blogspot....
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”) ...


           ...
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 (...
“iPhone Effect”

 “iPhone Effect”
         =
Established Brand
         +
Customer Loyalty
         +
 Fashion Identity

 ...
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? ...
iPhone AppStore Stats




     http://www.mobclix.com/appstore/
Some Pros & Cons

Strong Brand (“Trendy”)    20 million devices

Simple Purchase Process    “1 Hit Wonder” Applications

G...
Where to get Started




    developer.apple.com
Flash App to iPhone:
     Porting Process

Thomas Joos (Belgium based)

Flash & Flash Lite Designer/Developer

Mobile Proj...
Android App Market
Launched in 2008

Million of apps downloaded
& hundreds of applications available

Distribution = G1 (O...
Some Pros & Cons

Sideload off deck    Device(s) not “stellar”

24 hour return policy Experience good, but
               ...
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 Sp...
Some Pros and Cons

Strong Business      User base is older age
Brand                group ... not as “mobile
            ...
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 App...
Some Pros & Cons

Lots of Devices       Windows Mobile
                      Devices not quite
Heavy Branding        “tren...
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 Spr...
Pros & Cons (TBD)

Pre = compelling   Potential Limited
device             Device API

Easy to Develop    Web Apps = Less
...
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

...
Some Pros & Cons

Global Market           Limited U.S. Market

Not only Apps, but      Symbian/S60 = Aging
other “media ty...
Where to get Started


      publish.ovi.com
Mobile Share
 Prediction
3rd Party Flash Lite
                  Content Aggregators
                                                               ...
Wrap up
Announcements
Flash Lite Opportunities
Nokia: Calling All Innovators
www.callingallinnovators.org

Open Screen Project ($10M USD Fund)
w...
www.mobiledevjobs.org
 Looking for a job in the mobile industry?

 Free mobile job posting sites

 iPhone, Android, Symbia...
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”
formi...
URLS
www.mobilemonday.be

www.intomobile.com

www.mobile-ent.biz (ME Magazine)

publish.ovi.com

developer.apple.com

deve...
Q&A
Contact Me
email: scott@scottjanousek.com

blog: www.scottjanousek.com

twitter: www.twitter.com/scottjanousek

linkedin: ...
Thanks




Have a great rest of the conference!
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The App Store Revolution Craze

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AppStores are the latest craze in mobile content distribution.

In session we'll compare and contrast all the different choices that developers can tap to get their mobile content out to users.

We'll compare and contrast iPhone AppStore, Android App Market, BlackBerry App World, Windows Mobile MarketPlace, Palm App Catalog, and Nokia OVI Store.

Although we can't guarantee you'll walk out of this session with a 10 step plan to become a millionaire with your next App, we'll give you some useful tips and insight about the opportunities available and how to take advantage of them.

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  • Transcript of "The App Store Revolution Craze"

    1. 1. The App Store Revolution Craze Multi-Mania - Belgium, Kortrijk May 19, 2009 - 14:00 Scott Janousek
    2. 2. Agenda Intro Mobile Revolution! Mobile & Device App Store Craze Wrap up
    3. 3. This is a business presentation. This is an “awareness preso”. Very little code here. :) ; = false de_bool canHazCo
    4. 4. Intro
    5. 5. 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
    6. 6. New England (USA) live I grew up
    7. 7. 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
    8. 8. Flash Lite 1.1/2.x Mobile Content
    9. 9. Some Newer Flash (Lite) Experiences
    10. 10. 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
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. Mobile Revolution!
    15. 15. 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?
    16. 16. 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? :)
    17. 17. It’s all about choice ...
    18. 18. What do folks like? Source: http://blog.wired.com
    19. 19. Mobile Devices & Platforms
    20. 20. 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
    21. 21. Device Evolution
    22. 22. 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
    23. 23. Some Mobile Device “OEMS” 23
    24. 24. SmartPhone Platforms Apple iPhone Google Android Nokia (Symbian S60) Black Berry/RIM Microsoft Windows Mobile Palm webOS 24
    25. 25. SmartPhones iPhone (OSX) Palm Pre (Palm OS) Nokia N97 (Symbian) G1 (Android) BlackBerries (RIM) Windows Mobile Devices (“6.5”) 25
    26. 26. SmartPhones vs. “Feature Phones” 26
    27. 27. “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
    28. 28. 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.”
    29. 29. “Apps”
    30. 30. New Mobile Culture NEW = DATA OLD = Voice (Apps & Services)!
    31. 31. Mobile Content Types Screen savers & Wallpapers Mobile User Interfaces Ring tones Media (Music, Video, Photos) Applications (Games, Productivity, etc)
    32. 32. Application Stack
    33. 33. Application Stack
    34. 34. Mobile Business & Ecosystems
    35. 35. “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!
    36. 36. 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
    37. 37. Mobile Print Ad in USA “iphone like” ;) Verizon Wireless (U.S.A Operator) We did not have these “App ads” 1 year ago!
    38. 38. Mobile Apps are “mainstream” New Billboard Ad in Boston (on my way to Logan airport) - May 2009
    39. 39. iPhone Ad (in U.S) TV Spot #1
    40. 40. 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
    41. 41. “Show me the Money!” Projects for Hire Ad Funded Consultancy “Challenges and Contests” Private and Public Funding App Stores = Revenue Splits
    42. 42. # of Apps Downloaded From http://compete.com/
    43. 43. Pricing Apps
    44. 44. % of People Who Buy From http://compete.com/
    45. 45. iPhone Pricing
    46. 46. 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 ...
    47. 47. Marketing your app Social Tools: Blogs App Review Sites ...
    48. 48. Mobile App Review Sites AppVee (Boston based company- Android & iPhone) Apptism iphoneapppreviews.net Frame27.blogspot.com (Flash Mobile Games) Many, many, others ...
    49. 49. Mobile & Device “App Store” Craze
    50. 50. It’s a Revolution! Dear Operators & OEMs, millions of Devices are nothing without DEVELOPER Apps ...
    51. 51. What is a “Craze”? Definition: “a popular or widespread fad, fashion, etc.; mania: the newest dance craze.”
    52. 52. SmartPhone App Stores “Catalyst” The Result (“The craze”) ... BlackBerry AppWorld Palm App Catalog Apple iPhone AppStore Windows Mobile Marketplace Android AppMarket Nokia OVI Store
    53. 53. App Store Features
    54. 54. App Stores Compared From Gizmodo.com
    55. 55. 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
    56. 56. “iPhone Effect” “iPhone Effect” = Established Brand + Customer Loyalty + Fashion Identity Source: http://www.appleinsider.com
    57. 57. 1,000,000,000 downloads
    58. 58. 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
    59. 59. iPhone AppStore Stats http://www.mobclix.com/appstore/
    60. 60. 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
    61. 61. Where to get Started developer.apple.com
    62. 62. Flash App to iPhone: Porting Process Thomas Joos (Belgium based) Flash & Flash Lite Designer/Developer Mobile Project Discussion
    63. 63. 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)
    64. 64. 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
    65. 65. Android vs. iPhone
    66. 66. Where to get Started developer.android.com
    67. 67. 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
    68. 68. 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
    69. 69. Where to get Started na.blackberry.com/eng/developers (North American)
    70. 70. 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
    71. 71. 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?)
    72. 72. Where to get Started www.windowsmarketplace.com
    73. 73. 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)
    74. 74. Pros & Cons (TBD) Pre = compelling Potential Limited device Device API Easy to Develop Web Apps = Less (Web Apps)! Powerful Apps?
    75. 75. Where to get Started developer.palm.com
    76. 76. 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
    77. 77. 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!
    78. 78. Where to get Started publish.ovi.com
    79. 79. Mobile Share Prediction
    80. 80. 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)
    81. 81. Wrap up
    82. 82. Announcements
    83. 83. 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
    84. 84. 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
    85. 85. Flash on Tap 2009 Beer Festival + Flash Conference May 28-30, 2009 in Boston, USA www.flashontap.com
    86. 86. FITC Mobile 2009 www.fitc.ca
    87. 87. iDev 360 iPhone Developer Conference Sept 27-30, 2009 Denver, Colorado, USA www.idev360.com
    88. 88. 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
    89. 89. 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
    90. 90. Q&A
    91. 91. 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
    92. 92. Thanks Have a great rest of the conference!
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