APP-­‐cessorizing	
  Everything	
  

October	
  2013	
  
Appcessorize	
  Everything!	
  	
  

Proprietary	
  &	
  Confiden8al	
  

2	
  
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corr...
Mobile	
  is	
  the	
  biggest	
  revolu7on	
  in	
  compu7ng	
  

Proprietary	
  &	
  Confiden8al	
  

4	
  
So:ware	
  is	
  ea7ng	
  the	
  world	
  

- 106

- 78 

- 38 

-1

-7

+ 427

+ 73

+ 4

+ 71

+1

-1.5

+2.5

Market	
 ...
So:ware	
  is	
  the	
  New	
  Rock’n’roll	
  

Proprietary	
  &	
  Confiden8al	
  

6	
  
Proprietary	
  &	
  Confiden8al	
  

7	
  
The	
  APP-­‐ifica7on	
  of	
  So:ware	
  

Proprietary	
  &	
  Confiden8al	
  

8	
  
APP	
  =	
  Music	
  

Proprietary	
  &	
  Confiden8al	
  

9	
  
DEVICE	
  =	
  Audience	
  

Proprietary	
  &	
  Confiden8al	
  

10	
  
DEVELOPER	
  =	
  Band	
  

Proprietary	
  &	
  Confiden8al	
  

11	
  
API	
  =	
  Instrument	
  

Proprietary	
  &	
  Confiden8al	
  

12	
  
No	
  Instrument	
  =	
  No	
  Music	
  

Proprietary	
  &	
  Confiden8al	
  

13	
  
No	
  API’s	
  =	
  No	
  Apps	
  

Proprietary	
  &	
  Confiden8al	
  

14	
  
APPs	
  are	
  ea7ng	
  so:ware	
  are	
  ea7ng	
  the	
  world	
  
APPs

Sofware
World

Courtesy	
  of	
  Steven	
  Willm...
Explosive	
  growth	
  of	
  Apps	
  
“By	
  2017	
  CMOs	
  will	
  be	
  
purchasing	
  more	
  
technology	
  than	
  t...
Apps	
  on	
  mobile	
  con7nues	
  to	
  be	
  the	
  main	
  
source	
  of	
  Usage	
  
%	
  Share	
  of	
  monthly	
  u...
Problem:	
  as	
  Apps	
  mul7ply,	
  so	
  does	
  complexity	
  	
  
US$	
  1	
  M	
  Investment	
  per	
  app	
  
250"
...
Proven	
  track	
  record	
  with	
  leading	
  rela7onships	
  
60	
  

	
   content	
  and	
  exper8se	
  
With	
  devel...
Pain	
  Points	
  
The	
  right	
  
developer?	
  

Mul7ple	
  
Partners	
  

Tracking	
  	
  
&	
  	
  
Performance	
  
D...
It	
  all	
  starts	
  with	
  1	
  app…..usually	
  on	
  iOS	
  

Proprietary	
  &	
  Confiden8al	
  

21	
  
Investment	
  in	
  app	
  

US$	
  100K	
  

	
  
For	
  a	
  unique	
  app	
  for	
  a	
  specific	
  pla_orm	
  
	
  
• ...
On	
  another	
  placorm	
  

+	
  60-­‐150%	
  
Proprietary	
  &	
  Confiden8al	
  

23	
  
Extend	
  the	
  success	
  into	
  other	
  markets	
  

+	
  US$	
  60K	
  	
  
per	
  country/language	
  
• 
• 

US$	
...
Total	
  Investment	
  so	
  far	
  

US$	
  900K	
  
Proprietary	
  &	
  Confiden8al	
  

25	
  
How	
  about	
  Maintenance	
  and	
  support	
  

10-­‐20%	
  
Proprietary	
  &	
  Confiden8al	
  

of	
  your	
  app	
  i...
Total	
  investment	
  in	
  PUBLIC	
  apps	
  
	
  

US$	
  1.1M	
  	
  
•  (excl.	
  Marke8ng,	
  Promo8on	
  &	
  Distr...
A	
  collabora7ve	
  Overview	
  for	
  all	
  apps,	
  metrics	
  and	
  
	
  
insights	
  
All	
  for	
  less	
  than	
 ...
How	
  many	
  apps	
  do	
  you	
  have?	
  

	
  
hTp://www.exiconglobal.com/app-­‐directory/)	
  	
  

Proprietary	
  &...
CO-­‐FOUNDER	
  &	
  CEO	
  
Stefan	
  Rust	
  
stefan@excionglobal.com	
  

WEBSITE	
  
www.exiconglobal.com	
  
	
  
IDE...
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Egon Zehnder hosted Event on Big Data & Mobile Apps Event

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Mobile App presentation in Hong Kong shared with some 80 Enterprise CIO's and CTO's during a great evening hosted by Egon Zehnder providing perspectives from Leading innovators and practitioners. On the panel with Jason Chiu from Cherry Picks and Christoph Ganswindt from the Hong Kong Jockey Club excellently moderated by Catherine Zhu from Egon Zehnder

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Egon Zehnder hosted Event on Big Data & Mobile Apps Event

  1. 1. APP-­‐cessorizing  Everything   October  2013  
  2. 2. Appcessorize  Everything!     Proprietary  &  Confiden8al   2  
  3. 3. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Proprietary  &  Confiden8al   3   Images  courtesy  of  Thomas  Crampton,  SCMP,  China  Daily,  Philly.com,  engadget.com  
  4. 4. Mobile  is  the  biggest  revolu7on  in  compu7ng   Proprietary  &  Confiden8al   4  
  5. 5. So:ware  is  ea7ng  the  world   - 106 - 78 - 38 -1 -7 + 427 + 73 + 4 + 71 +1 -1.5 +2.5 Market  Cap  Change  in  5  Years  in  US$  B     Proprietary  &  Confiden8al   5  
  6. 6. So:ware  is  the  New  Rock’n’roll   Proprietary  &  Confiden8al   6  
  7. 7. Proprietary  &  Confiden8al   7  
  8. 8. The  APP-­‐ifica7on  of  So:ware   Proprietary  &  Confiden8al   8  
  9. 9. APP  =  Music   Proprietary  &  Confiden8al   9  
  10. 10. DEVICE  =  Audience   Proprietary  &  Confiden8al   10  
  11. 11. DEVELOPER  =  Band   Proprietary  &  Confiden8al   11  
  12. 12. API  =  Instrument   Proprietary  &  Confiden8al   12  
  13. 13. No  Instrument  =  No  Music   Proprietary  &  Confiden8al   13  
  14. 14. No  API’s  =  No  Apps   Proprietary  &  Confiden8al   14  
  15. 15. APPs  are  ea7ng  so:ware  are  ea7ng  the  world   APPs Sofware World Courtesy  of  Steven  WillmoT  @  3Scale   Proprietary  &  Confiden8al   15  
  16. 16. Explosive  growth  of  Apps   “By  2017  CMOs  will  be   purchasing  more   technology  than  their   CIOs”     Total   $693  billion   2013   2013   $600   $156   $400   $350   $380  billion   $95   $300   $250   $76   $22   2011   $30   $72   $19     billion   $300   IT  Applica7on   Outsourcing   Applica7on   Management   (Source:  McKinsey)   Total   IT  Services  Strategy  &   other  Services   Applica7on  Hos7ng   So:ware  Custom   build   So:ware  Applica7on   Development   $132   $69     $43   billion   $200   $150   $100   $50   $0   $212   5%  dedicated  to  Mobile   Mobile   $0   Proprietary  &  Confiden8al   $235   10%  dedicated  to  Mobile   16   Forrester  &  Exicon  Es3mates  
  17. 17. Apps  on  mobile  con7nues  to  be  the  main   source  of  Usage   %  Share  of  monthly  usage  on  mobiles  (US)   100%   90%   80%   70%   60%     es  to  grow nu sage  con7 App  U 87%   73%   App   50%   Web   •  Top  apps  change   significantly  every  90   days.   •  Average  User  has    41   apps   40%   30%   •  Average  Time  accessing   the  internet  through   27%   20%   13%   day   10%   0%   Aug-­‐10   mobile58  mins  per   Feb-­‐11   Sep-­‐11   Apr-­‐12   Oct-­‐12   May-­‐13   Source:  Nielsen   Proprietary  &  Confiden8al   17  
  18. 18. Problem:  as  Apps  mul7ply,  so  does  complexity     US$  1  M  Investment  per  app   250" 1  App  across  2  pla_orms  in  6  countries   Number  of  Apps   200" 150" s   corm f  Pla ber  o Num 100" ty   on  Diversi Applica7 50" 0" Hotels   Industrial   Proprietary  &  Confiden8al   Media   Automo8ve   18  
  19. 19. Proven  track  record  with  leading  rela7onships   60     content  and  exper8se   With  developers,   Markets 1,500     Between  Development   Connec8ons Houses  and  OEMs,   Enterprises,  Brands  globally   3,000   Development  partners   On  every  con8nents  for  a  beTer   worldwide  integra8on   10,000   Successful  Enterprise  applica8ons   For  benchmarking  and  compe88ve  analysis   1,800   Ac8ve  Live  APIs   For  your  discovery   Proprietary  &  Confiden8al   19  
  20. 20. Pain  Points   The  right   developer?   Mul7ple   Partners   Tracking     &     Performance   Distribu7on     &   Engagement   Compe77on?   Collabora7on   across  Teams   &  Partners?   Adapt  needs?   Mul7ple   Apps   Proprietary  &  Confiden8al   20  
  21. 21. It  all  starts  with  1  app…..usually  on  iOS   Proprietary  &  Confiden8al   21  
  22. 22. Investment  in  app   US$  100K     For  a  unique  app  for  a  specific  pla_orm     •  •  US$  60-­‐80K  for  development     The  rest  is  a  combina8on  of  design,  images,  screenshots,  videos,   content,  descrip8ons,  management  8me  etc   EXCLUDES  marke3ng,  promo3on  and  enhancements.     Proprietary  &  Confiden8al   22  
  23. 23. On  another  placorm   +  60-­‐150%   Proprietary  &  Confiden8al   23  
  24. 24. Extend  the  success  into  other  markets   +  US$  60K     per  country/language   •  •  US$  30-­‐50K  per  app   With  the  rest  being  for  addi8onal  8me,  images,  contracts   Proprietary  &  Confiden8al   24  
  25. 25. Total  Investment  so  far   US$  900K   Proprietary  &  Confiden8al   25  
  26. 26. How  about  Maintenance  and  support   10-­‐20%   Proprietary  &  Confiden8al   of  your  app  investment   26  
  27. 27. Total  investment  in  PUBLIC  apps     US$  1.1M     •  (excl.  Marke8ng,  Promo8on  &  Distribu8on   •  (excl.  Applica8on  Enhancements  and  Op8miza8on)   Proprietary  &  Confiden8al   27  
  28. 28. A  collabora7ve  Overview  for  all  apps,  metrics  and     insights   All  for  less  than  1%  of  your  ini7al  investment   Accelera8ng  8me  to  market   (Adapt  Needs)   Tracking  the  right  metrics   (Tracking  &  Compe77on)   ARM  Dashboard   Minimizing  Duplica8on   (Collabora7on  Across  Teams)   Op8mizing  your  resources   (Collabora7on  Across  Teams)   Proprietary  &  Confiden8al   Increasing  Adop8on  and   discoverability   (Distribu7on  &  Engagement)   28  
  29. 29. How  many  apps  do  you  have?     hTp://www.exiconglobal.com/app-­‐directory/)     Proprietary  &  Confiden8al   29  
  30. 30. CO-­‐FOUNDER  &  CEO   Stefan  Rust   stefan@excionglobal.com   WEBSITE   www.exiconglobal.com     IDEAS  TO  APP   i2a.exiconglobal.com     Transforming business by Application Proprietary  &  Confiden8al   30  
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