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App Retreat 2012

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  • 1. Napa App Retreat November 2nd, 2012PRESENTED Industry Update:BY Vishal Analysis of the App Market Gurbuxani vgurbuxani@velti.co m Let’s get started! 1
  • 2. Mobile was easy in 2007
  • 3. Still an Apple world in 2008
  • 4. Winds ofAndroid change
  • 5. The iPad hit.So did Android.
  • 6. Desktop MobileDecember 2010Mobile Out ShipsDesktop
  • 7. 2012Mobile ChaosReigns
  • 8. Source: Flurry, comScore, Alexa
  • 9. Source: IDC
  • 10. Q3/Q4- AggregateImpact of Project Plan Activity Sep Oct Nov Dec Responsible Develop Requirements Mobile Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 16
  • 11. Complexity of Mobile
  • 12. Smartphone Sales Market share
  • 13. AndroidDominates Smartphone market share by OEM and platform (H2 2011)
  • 14. Tailored value chain leads to hyper growth Healthy profits allows to invest more in innovation, product development and marketing EstimatesComplexity of Mobile 2 players dominate smartphone shipments 10 OEMs with more than 2% market share Source: Asymco
  • 15. Profits are monopolized by companies with a tailored 100% 90%Complexity of Mobile 80% LG 70% Sony Ericsson RIM 60% Motorola 50% HTC Nokia 40% Apple 30% Samsung 20% 10% 0% 2007 2008 2009 2010 2011 2012 Share of profits across top-8 handset vendors. Source: Asymco
  • 16. Where are we on HTML5? • Apple looking to move the web away from FlashHtml5? • Google searching for more ways to commoditize complements • Facebook aiming to break-down Apple/Google silos and distance Adobe • Microsoft to onboard web developers onto Windows 8 • Mobile operators hoping to regain control lost to native platforms • Qualcomm aiming to create a competitive advantage for its chips • Brands looking use web as a low-cost way to go cross-device and cross-screen • Adobe aiming to sell tools that facilitate web-to-native hybrid apps
  • 17. HTML5 is fragmented across platforms HTML5 Test ScoreComplexity of Mobile iOS 5.1 324 BlackBerry OS 7 273 Android 4.0 273 Bada 2.0 268 Android 3.2 235 Android 2.3 189 Amazon Silk 1.0 174 Windows Phone 7.5 (Mango) 138 0 50 100 150 200 250 300 350 Source: html5test.com, April 2012.
  • 18. Google ingredients on top ofbuildingtechnology adding missing & FB are HTML5 enabling complete platformsComplexity of Mobile
  • 19. So manyreal challenge making apps for little platforms Developers face a platforms, so multiple timeComplexity of Mobile
  • 20. App gold rush showsplatformssign of slow-down with ever-growing number of apps in leading noAppRush!
  • 21. Complexity of Mobile Source: 148Apps.biz, iTunes App Store (iOS), updated 2012-03-26
  • 22. • Apple App Store • Over the past 4 years, App Store has seen ~1m Applications, withAppStore 334,000 apps being removed Stats • United States Market becoming less important for app distribution • In 2010, 38% of free downloads came from the US • In 2012, 26% of free downloads come from the US • Top Countries for Distribution • United States • China • Japan • UK • Germany • France • Canada • Amongst Top 200 Developers • Gross revenue up by 300%
  • 23. Q3/Q4- AggregateGlobal Project Plan Activity Sep Oct Nov Dec Responsible Develop Requirements Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 29
  • 24. Q3/Q4- AggregateInfrastructur Project Plan Activity Sep Oct Nov Dec Responsible Develop Requirements e Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 30
  • 25. Q3/Q4- AggregatePlatforms Project Plan Activity Sep Oct Nov Dec Responsible Develop Requirements Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 31
  • 26. Q3/Q4- AggregateReal-Time Project Plan Activity Sep Oct Nov Dec Responsible Develop Requirements Web Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 32
  • 27. Q3/Q4- Aggregate Digital Project Plan Activity Sep Oct Nov Dec Responsible Develop RequirementsMarketing Requirements finalization for tracking Christos Preliminary MIR architecture Jake, Rama Roadmap/Aggregate Project Plan sign off Christos Resource Planning/Commitment to Plan PM, Engineering Multi Channel Tracking and User Data Collection Rapid prototyping (iterative and time boxed) Innovation, Engineering ment Development (iterative and time boxed) Engineering Release MVP Engineering, Christos To Deliver MVP Engineering* Months Required for Completion ?? Resour 3 Desired Months Required for Completion ces Implied Engineering Resource (in Eng. Months) 0 Resource Utilization (%) ?? *Engineering resources include QA 33
  • 28. Mobile Advertising$20bn 2015 34