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Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry
 

Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry

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  • Smartphones are the fastest growing technology in terms of worldwide adoption.
  • And an explosion in the number of apps across the two main Operating Systems, Android and iOS with soon to be a million unique apps to choose from No wonder discovery is on the minds and number one concern of every developer around the world And I’ll be touching on this later in the presentation
  • 487 in Feb 519 in March 529 in April
  • This chart shows the percent of Windows Phone and BB new project starts within Flurry (new apps setting up Flurry Analytics) as a percent of ALL projects (across iOS, Android, WP and BB; updated through June 2012)
  • This chart compares new projects starts among just these top 4 platforms, putting them all on a 100-scale for Q2 2011 vs. Q2 2012. This analysis removes other platforms (e.g., j2me, html5, etc.)
  • Jan 2012 – 36hrs online according to comscore. Europe: Feb 2012 – 28.2hrs online according to comscore. Media research company Nielsen has released its monthly statistical summary of US website activity for May. Almost 212 million Americans went online over the course of the month, with the average web user spending over 29 hours online in total [less than comscore].
  • Now I didn’t want to end on a negative, so lets look at a some categories of games to give you an idea on how to plan for the future. Like the film industry, categories are created to segment movies e.g. horror, rom con, thrillers, action movies etc. Flurry has looked at different types of apps and categorised them. For instance, endless pass time, gamer’s game and Social RPG.
  • We won’t go through all of them, but it may be useful to look at a couple. KNOW YOUR GENRE, AUDIENCE, MAJOR APPS, ATTTIBUTES MONTLHY REVENUE IAP AND ADVERTISING OUR WAY OF CATGEORIES – BECAUSE WE SEE MORE APPS THAN ANYONE ON THE PLANET – THESE CATGORIES SHOULD HOLD UP PRETTY WELL IN FILM CATEGORIES ARE REALLY ESTABLISHED PUZZLE ARCADE GAMES ARE HARD TO SELL ADVERTISING AS THE FOCUS ON IAP OPTIMISATION 5% MAKING UP ALL YOUR REVENUE, MONTISE THE OTHER 95% BY SHOW EVENT = COMPLETE IAP THEN CREATE CUSTOM SEGMENT, RUN A CAMPAIGN CUSTOM SEGMENTATION
  • I just wanted to put this slide up here whilst I summarise to give you an idea of products and services. Please grab me afterwards to learn more about acquisition and monetisation. I hope you found the presenatation of interest. All the most succesful companies pay close attention to data. We advise you use your analytics to plan intelligently so as not to rely on second guessing the market. The future for mobile games is extremely bright but you will have a better chance of succeeding if you continue to understand your user base and your comeptitve set. Thankyou.

Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry Presentation Transcript

  • November 2012An audience of billions –just how big can the mobile games market get?Simon Podd, Director of Sales, EMEA
  • Flurry Track RecordNumber 1 Mobile ReachMonthly Unique Users 720MNumber 1 AnalyticsApplication Developers 85KApplications 240KMonthly Unique 60BSessionsNumber 2 Ad NetworkMonthly Clips 120M
  • The Fastest Adopted Technology. Ever.iOS & Android devices vs. top technologies, 5 years after introduction10XFASTER than the 2X FASTER than the 3X FASTER than current1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
  • Competition for Consumers Continues to IncreaseOver 1 million available apps on iOS and Android GOOGLE PLAY iTUNES APP STORE
  • Addressable Market to Surpass 1 Billion Next YearActive smartphone & tablet devices Total Addressable Market Aggressive: 5B WW Mobile Device Owners Conservative: 2B WW Adults, Middle Class or higher 1.1 B Upside: Smartphones – dropping prices, especially Android Tablets – little replacement, mainly new; sub for PCs Connected TVs – to be shipped Reference: 660 M 2.3 Billion Internet Subscribers today 331 M 76 M 23 M Source: Flurry Analytics
  • Apps Are Disrupting the WorldTop Countries by Active iOS & Android Devices (millions) Source: Flurry Analytics active devices July 2012
  • Apps Are Disrupting Emerging MarketsFastest Growing iOS & Android Markets by Active Devices Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011
  • Microsoft Blows by a Beleaguered Research in MotionFlurry New Project Starts, RIM vs. Microsoft WINDOWS PHONE BLACKBERRY Source: Flurry Analytics
  • Microsoft Sets Its Sights on AndroidFlurry New Project Starts Q2 2011 vs. Q2 2012 Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analytics
  • Mobile App Usage Overtook Online in 2011U.S. mobile apps vs. web consumption, minutes per day WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only
  • Mobile Apps Dominate Time Spent on SmartphonesShare of time spent on smartphones More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012
  • Smartphones, Tablets and TV’s
  • Tablet Usage Is More Concentrated during Primetime Usage by Hour, Smartphones versus Tablets% of Audience Using Smartphones Tablets Hour of Day Source: Flurry Analytics, Sep 2012
  • Tablet Usage is Longer but Less OftenApp Engagement, Smartphones versus Tablets Weekly Frequency of Use Minutes per Session Smartphones Tablets
  • Tablet Users Trend OlderAge Distribution, Smartphones versus Tablets Average Age Smartphones: 30 Tablets: 34 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics, Sep 2012
  • Tablet Usage is More Gender BalancedGender Comparison, Smartphones versus Tablets 44% 56% 49% 51% Smartphones Tablets Source: Flurry Analytics, Sep 2012
  • Tablet Usage More Media & Entertainment OrientedTime Spent per Category, Smartphones versus Tablets Smartphones Tablets
  • Top 6 Successful Game Types ENDLESS PASS TIME NURTURING & COLLECTING BUILDING & SIMULATION SOCIAL RPG GAMER’S GAME POKER / CASINO
  • Endless Pass Time Examples Age Distribution Angry Birds Fruit Ninja Key Genre Attributes• Intuitive, simple puzzle/arcade mechanics 58% 42%• Leverages h/w (touch, accelerometer) DAU 1,000,000• Cute, often original IP; mass-mkt appeal Monthly Revenue $500,000• Infinite replay value; lots of power-ups Investment (minor) $100,000• May have social leaderboards Investment (major) $400,000
  • Social RPG Examples Age Distribution Crime City Original Gangstaz Key Genre Attributes• Text-based RPG mechanic 79% 21%• Player-vs-player gameplay DAU 150,000• Energy / HP depletion Monthly Revenue $600,000• Clan / team dimension + message / chat Investment (minor) $100,000• Mission-based & level progression Investment (major) $400,000
  • Gamer’s Game Examples Age Distribution Infinity Blade II Real Racing 2 Key Genre Attributes• Platform-leading graphics 91% 9%• Strong physics engine / middle-ware DAU 50,000• Sports / battle / racing style sub-genres Monthly Revenue $400,000• Defined win-lose outcomes Investment (minor) $100,000• Premium pricing model, often $4.99+ Investment (major) $400,000
  • Flurry Services Analytics: Increase Your App Engagement and Retention1 •Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) •Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience2 •Acquire users with high-quality app recommendations and videos (iOS, Android) •Win-back your best users to build the most loyal and best monetizing audience AppSpot: Maximize Your App Audience Revenue3 •2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads •Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set •Max eCPMs selling direct, segmented parts of your audience to top advertisers Ad Analytics: Measure the value of your mobile campaigns4 •Track your mobile marketing across across all platforms and sources or traffic •Go deep & truly measure the value of your acquired audiences •Understand key metrics such as frequency, session length, retention and ROI
  • Thankssimon@flurry.com