Smartphone Marketing 2010, Part 1


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Part 1 of a mobile trends presentation from 10/2010. Some of the data is updated from last time and the content is geared more towards advertisers and marketers.

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  • We’ve all heard the news that Android is out selling iPhone
    Its like talking about the apocalypse - Everything we know has completely changed!!! We’re all going to die! Apple is finished.
    Here’s the thing, Android may be outpacing Apple in current sales but that doesn’t mean that Google and Android have over taken the iPhone in market share.
    Apple has a huge head start, and it’s going to take a while for Android to catch up.
    My prediction is that once Android does catch up we’re going to see a neck-a-neck race for some time to come with no clear dominant device.
  • Let’s look at it from an actual web consumption base......

  • The ipod touch is synonymous with the youth market
    Out of the 58 million iPhone and iPod devices circulating in 2009, roughly 40%, or 24 million, were Touches which flooded the market over the Christmas holidays as parents and grandparents gave their little nearest and dearest the gift of mobile technology
    And these Touch users are insatiable downloaders

  • I just love how this chart shows the download cycle for iPod Touches and how it coincides with the regular school year and major holidays

  • New device. Not a whole lot known about it, but analysts seem very optimistic about its potential.
    A reported 2 million iPads were sold worldwide within the first two months.
    Analysts believe that sales are on track to sell 21 (originally 15) million devices this year to outsell traditional Mac computers unit for unit in 2011.

  • The google tablet is still just a rumor, but the HP Slate and the RIM Playbook are not. Considering HP’s acquisition of Palm, expect the UI to be much slicker than your average Windows based PC.
  • So now let’s talk about the app market.
  • Some stats from GigaOm from earlier this year. These numbers have probably changed since then, but they still show how big this market is and some of the generalities still hold true.
  • The combination of Apple’s iPhone/iTouch hardware, software, distribution, data plans and access, developers, and applications is a tech ecosystem, symbiotic in nature. Each feed and strengthen the other in users and depth of use. It is the fastest growing tech device and ecosystem in history.
    This also goes back to a previous slide showing how this Apple mobile ecosystem is outpacing previous internet tech adoptions by leaps and bounds.
    The more you build, the more people want to use.

  • Remember what I was saying about how iPhone users do more of just about everything when it comes to the mobile internet?
    The same holds true for app downloads as well.

  • who are they downloading from
    (discuss chart)
    There is some debate as to just how large Apple’s application is. Everyone agrees that it is the largest marketplace for applications, but I think most analysts are tied up in the minutia of what qualifies a an app and what qualifies as an application store.
    This chart includes carrier app stores which only service feature phones, not smart phones.
    I think that Apple has the most users that are willing to pay for apps. These users are usually more sophisticated than the average smartphone user and other app stores are struggling with gaining more of these types of users.
    Apple and Android app store customers are also the most satisfied with their experience.

  • Smartphone Marketing 2010, Part 1

    1. 1. Smartphone Trends & Opportunities Lauren Isaacson Director of Research & Strategy CONSULTING
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    7. 7. Smartphones CONSULTING
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    16. 16. iPod Touch CONSULTING
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    18. 18. Tablets CONSULTING
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    24. 24. Apps CONSULTING
    25. 25. As of January of this year: •There were over 180,000 apps in iTunes app store available for download. •There were over 28,000 iPhone app developers. •iPhone owners downloaded an average of 4.8 apps each in December 2009. Three out of every four of those apps were free. •The average listed price for an app was $2.70 (this takes into account the free ones). •There were over 58 million iTunes app store users and 280 million apps downloaded. •34 million of these people are iPhone users, the other 24 million are iPod Touch users. •Each app store user spends an average of $4.37 on apps every month. •280 million applications were downloaded in December of 2009, CONSULTING
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