DEVNEST #7 Ewan Macleod Mobile Industry Review
Standby <ul><li>About Me </li></ul><ul><li>Mobile Platforms </li></ul><ul><li>Feature & Smartphones </li></ul><ul><li>iPho...
ABOUT ME
 
 
 
Tweeting before any of you Sort of…
 
 
 
 
The Mobile industry Let’s have some statistics…
4.6 BILLION <ul><li>Mobile subscribers on Earth (Tomi Ahonen) </li></ul><ul><ul><li>1.6 billion TVs, 850m subscribers </li...
1.2 BILLION <ul><li>Handsets sold in 2009 (Gartner) </li></ul><ul><li>- 300m TVs </li></ul><ul><li>- 280m new PCs </li></ul>
 
Feature vs Smart Gap is narrowing quickly
Feature Phone £18
Smart Phone £500 Nokia N900
From £12.45
Phone sales breakdown…
Handset sales in 2009
Handset sales in 2009 Gartner, Feb 2010
Handset sales in 2009 Gartner, Feb 2010 Nokia shipped 1.4m phones today
In the UK… <ul><li>19 million handsets sold last year </li></ul><ul><li>85% of adults own a mobile phone </li></ul><ul><li...
So what mobile platforms are popular for developers?
Source: Ewan’s mind
2009 Smartphone Sales by platform, Gartner
Smartphone Sales by platform, Gartner, Feb 2010
Proper mobile handsets are becoming easily accessible Examples…
 
 
 
 
 
 
UK iPhone Sales <ul><li>O2: 2 million </li></ul><ul><li>Orange & Vodafone just went live </li></ul><ul><ul><li>Vodafone:  ...
Don’t forget the rest <ul><li>Say 3 million iPhones in the UK? </li></ul><ul><li>Leaves roughly 50-60m handsets waiting fo...
Mobile Applications “ There’s gold in them there hills”
 
Developing on iPhone…
<ul><li>With 140,000 apps, it’s a total lottery </li></ul>
Developing on iPhone <ul><li>The Good </li></ul><ul><li>Easy to develop </li></ul><ul><li>Gorgeous process </li></ul><ul><...
SYMBIAN <ul><li>The open behemoth </li></ul>
Symbian
 
Developing on Symbian <ul><li>Addressable market of 300 million+ </li></ul><ul><li>Used to be quite a pain </li></ul><ul><...
 
ANDROID <ul><li>Not what you think </li></ul>
Android: Not quite primetime <ul><li>Still very, very small handset population </li></ul><ul><li>Fragmenting continually <...
BLACKBERRY
 
BlackBerry <ul><li>Often forgotten, but making huge consumer gains </li></ul><ul><li>Large legacy device population </li><...
VODAFONE <ul><li>360 degrees of joy? </li></ul>
 
http://jil.vodafone.com
Vodafone 360 <ul><li>“ Access 1.1 billion customers” </li></ul><ul><li>Perhaps 3-4% are addressable </li></ul><ul><ul><li>...
Developer Opportunities Mobile co’s desperate for your attention
 
 
 
 
Developer Case Study How big is yours?
DILEMMA <ul><li>The application developer dilemma: Disclose stats or stay silent? </li></ul>
Simon Maddox Independent developer www.simonmaddox.com
‘0870’
0870 by Simon Maddox <ul><li>Finds alternatives to 35p/min 0845 and 0870 numbers </li></ul><ul><li>Free of charge </li></u...
0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com
0870 Ad Revenue Stats <ul><li>Day 1: position 79, $25.58 </li></ul><ul><li>Day 2: position 29, $67.04 </li></ul><ul><li>Da...
Downloads since launch
Downloads since launch MoneySavingExpert.com
Downloads in the last 30 days
Downloads in the last 30 days Featured in Sunday Times
0870 by numbers <ul><li>iPhone downloads: 427,484 </li></ul><ul><ul><li>Best chart position: 4 </li></ul></ul><ul><ul><li>...
TWITTER <ul><li>Quite a few mobile twitter clients… </li></ul>
Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie  </li></ul><ul><li>Tweetie 2  </li></ul><ul><li>I use the...
Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie  </li></ul><ul><li>Tweetie 2  (Top Paid, UK) </li></ul><u...
 
Thinking about developing mobile applications? Things to consider…
Developing on mobile <ul><li>Platform </li></ul><ul><ul><li>Choose the most appropriate for your concept </li></ul></ul><u...
Finding a developer <ul><li>In the UK, expect to pay £400-500+/day for most platforms </li></ul><ul><ul><li>Or find a frie...
$400 <ul><li>Regarding iPhone development: What does $400 get you? </li></ul>
 
 
Questions? [email_address] +44 7769 658 104 @ew4n
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Devnest #7 Mobile Industry Review

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This is the mobile overview presentation I delivered to Devnest #7 in London on Wednesday 10th March.

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Devnest #7 Mobile Industry Review

  1. 1. DEVNEST #7 Ewan Macleod Mobile Industry Review
  2. 2. Standby <ul><li>About Me </li></ul><ul><li>Mobile Platforms </li></ul><ul><li>Feature & Smartphones </li></ul><ul><li>iPhone, Symbian, BlackBerry, Android </li></ul><ul><li>Developer Case Study </li></ul><ul><li>The $400 iPhone app </li></ul>
  3. 3. ABOUT ME
  4. 7. Tweeting before any of you Sort of…
  5. 12. The Mobile industry Let’s have some statistics…
  6. 13. 4.6 BILLION <ul><li>Mobile subscribers on Earth (Tomi Ahonen) </li></ul><ul><ul><li>1.6 billion TVs, 850m subscribers </li></ul></ul><ul><ul><li>1.7 billion credit cards </li></ul></ul>
  7. 14. 1.2 BILLION <ul><li>Handsets sold in 2009 (Gartner) </li></ul><ul><li>- 300m TVs </li></ul><ul><li>- 280m new PCs </li></ul>
  8. 16. Feature vs Smart Gap is narrowing quickly
  9. 17. Feature Phone £18
  10. 18. Smart Phone £500 Nokia N900
  11. 19. From £12.45
  12. 20. Phone sales breakdown…
  13. 21. Handset sales in 2009
  14. 22. Handset sales in 2009 Gartner, Feb 2010
  15. 23. Handset sales in 2009 Gartner, Feb 2010 Nokia shipped 1.4m phones today
  16. 24. In the UK… <ul><li>19 million handsets sold last year </li></ul><ul><li>85% of adults own a mobile phone </li></ul><ul><li>Saturated marketplace </li></ul><ul><li>Vodafone: 18m </li></ul><ul><li>O2: 22m </li></ul><ul><li>T-Mobile: 17m </li></ul><ul><li>Orange: 17m </li></ul><ul><li>Three: 4.4m </li></ul><ul><li>(TMOrange: 34m) </li></ul>
  17. 25. So what mobile platforms are popular for developers?
  18. 26. Source: Ewan’s mind
  19. 27. 2009 Smartphone Sales by platform, Gartner
  20. 28. Smartphone Sales by platform, Gartner, Feb 2010
  21. 29. Proper mobile handsets are becoming easily accessible Examples…
  22. 36. UK iPhone Sales <ul><li>O2: 2 million </li></ul><ul><li>Orange & Vodafone just went live </li></ul><ul><ul><li>Vodafone: </li></ul></ul><ul><ul><ul><li>50,000 pre-orders, 100k in 1 st week </li></ul></ul></ul><ul><ul><li>Orange: </li></ul></ul><ul><ul><ul><li>30,000 on first day </li></ul></ul></ul>
  23. 37. Don’t forget the rest <ul><li>Say 3 million iPhones in the UK? </li></ul><ul><li>Leaves roughly 50-60m handsets waiting for developer attention </li></ul>
  24. 38. Mobile Applications “ There’s gold in them there hills”
  25. 40. Developing on iPhone…
  26. 41. <ul><li>With 140,000 apps, it’s a total lottery </li></ul>
  27. 42. Developing on iPhone <ul><li>The Good </li></ul><ul><li>Easy to develop </li></ul><ul><li>Gorgeous process </li></ul><ul><li>Fantastically easy to find and install the app </li></ul><ul><li>Fancy, cool </li></ul><ul><li>Users accustomed to downloading apps </li></ul><ul><li>Users actively hunt for new apps </li></ul><ul><li>Billing baked right in </li></ul><ul><li>Pre-qualified – users have money </li></ul><ul><li>The Bad </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Discovery problem is absolutely massive </li></ul><ul><li>Roughly 3-4% of the UK </li></ul><ul><li>Approval: You need to play Apple’s game </li></ul>
  28. 43. SYMBIAN <ul><li>The open behemoth </li></ul>
  29. 44. Symbian
  30. 46. Developing on Symbian <ul><li>Addressable market of 300 million+ </li></ul><ul><li>Used to be quite a pain </li></ul><ul><li>2009: Forget Symbian… </li></ul><ul><li>2010: Watch them closely </li></ul><ul><li>Nokia’s Ovi Store is doing well </li></ul><ul><ul><li>Respectable 1.5m downloads daily </li></ul></ul><ul><ul><li>Ovi Store baked into all new handsets </li></ul></ul><ul><li>Qt development </li></ul><ul><ul><li>Will completely change developer paradigm </li></ul></ul><ul><ul><li>Write-once deploy anywhere SDK </li></ul></ul><ul><ul><li>Qt.nokia.com </li></ul></ul>
  31. 48. ANDROID <ul><li>Not what you think </li></ul>
  32. 49. Android: Not quite primetime <ul><li>Still very, very small handset population </li></ul><ul><li>Fragmenting continually </li></ul><ul><li>Making the same Symbian mistakes </li></ul><ul><ul><li>App development: Equivalent to launching show at 2am on a digital TV station </li></ul></ul><ul><li>Monitor growth of Android but watch Symbian </li></ul><ul><li>Smart money is on manufacturers switching back to Symbian </li></ul>
  33. 50. BLACKBERRY
  34. 52. BlackBerry <ul><li>Often forgotten, but making huge consumer gains </li></ul><ul><li>Large legacy device population </li></ul><ul><ul><li>Most corporate devices locked to applications </li></ul></ul><ul><li>Very keen to work with and support developers </li></ul><ul><li>Consumers appear keen to spend money on AppWorld </li></ul>
  35. 53. VODAFONE <ul><li>360 degrees of joy? </li></ul>
  36. 55. http://jil.vodafone.com
  37. 56. Vodafone 360 <ul><li>“ Access 1.1 billion customers” </li></ul><ul><li>Perhaps 3-4% are addressable </li></ul><ul><ul><li>That is, using handsets with the 360 store </li></ul></ul><ul><li>Very keen to see submissions </li></ul><ul><li>Can be potentially lucrative </li></ul><ul><ul><li>Nobody else is bothering </li></ul></ul><ul><li>More information: http://jil.vodafone.com </li></ul>
  38. 57. Developer Opportunities Mobile co’s desperate for your attention
  39. 62. Developer Case Study How big is yours?
  40. 63. DILEMMA <ul><li>The application developer dilemma: Disclose stats or stay silent? </li></ul>
  41. 64. Simon Maddox Independent developer www.simonmaddox.com
  42. 65. ‘0870’
  43. 66. 0870 by Simon Maddox <ul><li>Finds alternatives to 35p/min 0845 and 0870 numbers </li></ul><ul><li>Free of charge </li></ul><ul><li>Spent 429 days ‘in review’ </li></ul><ul><ul><li>Whilst Apple & o2 wondered what to do </li></ul></ul><ul><li>Advertising funded using AdMob </li></ul><ul><li>Saved users £268,000 in one month </li></ul><ul><li>Launched with good press from: </li></ul><ul><ul><li>The Telegraph, The Guardian, TechCrunch </li></ul></ul><ul><li>Acceptance delay = good, juicy story </li></ul>
  44. 67. 0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com
  45. 68. 0870 Ad Revenue Stats <ul><li>Day 1: position 79, $25.58 </li></ul><ul><li>Day 2: position 29, $67.04 </li></ul><ul><li>Day 3: position 7, $120.08 <- peak in ad revenue </li></ul><ul><li>Day 4: position 5, $118.76 </li></ul><ul><li>Day 5: position 4, $62.48 <- peak in charts </li></ul><ul><li>Day 6: position 5, $49.41 </li></ul><ul><li>Day 7: position 5, $33.23 </li></ul><ul><li>Day 8: position 5, $40.03 </li></ul><ul><li>Day 9: position 7, $23.96 </li></ul><ul><li>Day 10: position 8, $15.28 </li></ul><ul><li>Day 11: position 16, $17.45 </li></ul><ul><li>Day 12: position 17, $27.37 </li></ul><ul><li>Day 13: position 25, $36.40 </li></ul><ul><li>Day 14: position 30, $25.65 </li></ul><ul><li>Day 15: position 30, $18.01 </li></ul><ul><li>Total: $680.73 (£457) </li></ul>$9/day = £2,204 a year
  46. 69. Downloads since launch
  47. 70. Downloads since launch MoneySavingExpert.com
  48. 71. Downloads in the last 30 days
  49. 72. Downloads in the last 30 days Featured in Sunday Times
  50. 73. 0870 by numbers <ul><li>iPhone downloads: 427,484 </li></ul><ul><ul><li>Best chart position: 4 </li></ul></ul><ul><ul><li>Approval time: 429 days </li></ul></ul><ul><li>Android downloads: 14,244 </li></ul><ul><ul><li>Best chart position: 21 </li></ul></ul><ul><ul><li>Approval time: 1 second </li></ul></ul><ul><li>Palm Pre: 1,943 </li></ul><ul><ul><li>Best chart position: 1 (for 4 hours) </li></ul></ul><ul><ul><li>Approval time: 5 working days </li></ul></ul><ul><ul><ul><li>Quick tweet to @palm and @adora sped things up </li></ul></ul></ul><ul><li>Acquisition requests: 3 </li></ul>
  51. 74. TWITTER <ul><li>Quite a few mobile twitter clients… </li></ul>
  52. 75. Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie </li></ul><ul><li>Tweetie 2 </li></ul><ul><li>I use the mobile browser </li></ul><ul><li>I tweet by SMS :) </li></ul><ul><li>Gravity </li></ul><ul><li>Dabr (browser based) </li></ul><ul><li>Twidroid for Android </li></ul><ul><li>Twitta on Vodafone 360 H1 </li></ul><ul><li>Twitterberry </li></ul><ul><li>TweetDeck </li></ul><ul><li>SocialScope on BlackBerry </li></ul><ul><li>Snaptu on RIM </li></ul><ul><li>Twitter Pro </li></ul><ul><li>TweetDeck </li></ul><ul><li>TweetS60 </li></ul><ul><li>Twittix on N95 </li></ul><ul><li>Tweetie 2.0 for iPhone </li></ul><ul><li>Twitdroid </li></ul><ul><li>UberTwitter for BlackBerry </li></ul><ul><li>Tweetss60 / dabr </li></ul><ul><li>Twitterific </li></ul><ul><li>Pocket Twit on Windows </li></ul>Source: MIR audience, Jan 2010
  53. 76. Twitter on mobile <ul><li>Echofone Pro </li></ul><ul><li>Tweetie </li></ul><ul><li>Tweetie 2 (Top Paid, UK) </li></ul><ul><li>I use the mobile browser </li></ul><ul><li>I tweet by SMS :) </li></ul><ul><li>Gravity </li></ul><ul><li>Dabr (browser based) </li></ul><ul><li>Twidroid for Android </li></ul><ul><li>Twitta on Vodafone 360 H1 </li></ul><ul><li>Twitterberry </li></ul><ul><li>TweetDeck </li></ul><ul><li>SocialScope on BlackBerry </li></ul><ul><li>Snaptu on RIM </li></ul><ul><li>Twitter Pro </li></ul><ul><li>TweetDeck </li></ul><ul><li>TweetS60 </li></ul><ul><li>Twittix on N95 </li></ul><ul><li>Tweetie 2.0 for iPhone </li></ul><ul><li>Twitdroid </li></ul><ul><li>UberTwitter for BlackBerry </li></ul><ul><li>Tweetss60 / dabr </li></ul><ul><li>Twitterific (Top Free, UK) </li></ul><ul><li>Pocket Twit on Windows </li></ul>Source: MIR audience, Jan 2010
  54. 78. Thinking about developing mobile applications? Things to consider…
  55. 79. Developing on mobile <ul><li>Platform </li></ul><ul><ul><li>Choose the most appropriate for your concept </li></ul></ul><ul><li>Revenue </li></ul><ul><ul><li>Ad-funded? Pay-per-download? In-app billing? </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>Make sure you’re targeting an interested audience </li></ul></ul><ul><li>Reach that audience </li></ul><ul><ul><li>Don’t rely on a press release </li></ul></ul><ul><ul><ul><li>Think industry/niche magazines, groups, associations, businesses </li></ul></ul></ul>
  56. 80. Finding a developer <ul><li>In the UK, expect to pay £400-500+/day for most platforms </li></ul><ul><ul><li>Or find a friend </li></ul></ul><ul><li>Eastern European agencies are popular </li></ul><ul><li>eLance.com </li></ul><ul><ul><li>And other hire sites </li></ul></ul>
  57. 81. $400 <ul><li>Regarding iPhone development: What does $400 get you? </li></ul>
  58. 84. Questions? [email_address] +44 7769 658 104 @ew4n

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