Brad is between 31 and 33.
He downloaded 27 apps*, including
11 games over the lifetime of his
He engages with most of his apps 91
days until he deletes them.
23% of the apps he never launches
again after the ﬁrst download.
* The Yankee Group predicts, this number goes up to 60 apps/year
The most common reasons why
Brad and his friends use their
(or Repetitive now)
(Google’s 3 mobile behavior groups)
A day with Brad
8 h work
1,5 h commute
2 h internet
5 h TV/Console
21 min. talk/phone
25 SMS read/write
79 min. using apps
= Pretty busy
the web go
ity to conn
brand & cli
Brads smartphone usage takes away
time spend on other devices. More
Anybody want to
guess how much
money that is?
Brad is always connected. But more
often in the evening, while on his
Tablets are considered to be
more an “evening” device,
which at the end also takes
away console time.
Brad does things differently on the
desktop and on his smartphone
Context creates new opportunities
Brads usual day
Work in pro
Brads unusual day
iPhone is mixed
So, Brads smart phone
Is always with him, he even texts
from the bathroom (27% male,
54% of female users).
He uses it as a digital wallet.
And thinks it’s not a PC, it’s a
“connectivity tool”, where I can
play games when I am bored.
Brad likes apps, but:
He accesses Facebook via his mobile
browser (like 55% of all FB users)
He is one of 6 mio. people that visits
the mobile site of ESPN, compared to
11 mio. who use the app.
That said, Twitter was surprised by the
fact, that even with the plethora of
third-party Twitter apps out there, not
only Brad was having trouble ﬁnding
and selecting one because none were
called “Twitter.” He still tweets via
SMS, like 17 mio. other users.
Source: Twitter Company Blog
1,9 bio are on
the wired web
5 bio. Mobile
54% of free apps have fewer than
Long term audiences are generally
1% of total downloads.
Usage declines by almost a third in the
ﬁrst month after use, stabilizing under
350,000 apps are currently in the app
store. Only 20% have an audience.
Barcleys Waterslide and Rollercoaster
26.7 mio users
are good fo
BMW Mobile Sales App
45 mio. Revenue in selling parts
Each second one mobile transaction.
Sold 3 Ferraris each month from mobile devices.
Items sold worth $400 mio.
World of Warcraft Auction House (Buy, Sell, Trade) and Info Guide
Relat. Small user base compared to other outlets but very active.
Xbox (several apps)
Check Friends, Avatars, Game Statistics (Problem: Not a large user base,
App Store chart ranking around 135 to 185)
Focus on o
BOOK A TE
Firemint GTI Real Racing
Increased Test Drives by 80%, with out a single Dollar spent on Ad.
# 1 iPhone app in 36 countries (4,4 mio. downloads)
t, for a core
s meals for
: 20 minute
ant to cook
ho don’t w
Increased brand recognition, produced most lucrative app (sell for 7,99)
ngage – Se
SMULE – T-Pain
300,000 downloads in the ﬁrst 3 weeks.
4,1 mio user generated songs. Increased record sale by 65%.
Do it simple.
Make it sticky.
Make it useful.
Create a product, don’t reimagine one for small screens.
Great mobile products are
created, never ported.
experiences not a
set of features.
Start with an
What is it?
Who is it for?
Pick a few features,
most frequently used,
by the majority of
people, appropriate for
Think of Brad
Think of Brad
Think of Brad