Apps vs. Web: Where do we go from here?


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Presentation on App vs Web. Details:
- Pros and Cons of Apps
- Pros and Cons of Web
- Key questions to consider when choosing one or the other
- Examples of multi-platform brands
- Short case studies on Facebook, Fandango, Yahoo!
- Comparison of key data on key mobile platforms.

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  • 25-34 year olds = 29.2%, 34-44 = 23.7% and 18-24 = 16.7%. Source is Comscore and GetJar research (Feb 2011)
  • 34% of consumers now use apps more then 1 hour per day vs. 53% viewing TV for more then 1 hour per day (source: GetJar Feb 2011 research  1500 users)Keep in mind the size of apps. These can range from a few MB to over 100mb. Size is key as it takes valuable storage spaceAlso keep in mind load speeds. This can quickly kill user experience if it take longer then 2-3 seconds to load
  • CC = credit card (for iOS this includes IAB)Android = Google Checkout, Carrier Billing (limited to US only with AT&T / Tmobile)
  • Text messagesText message sign upIndividual OS pages on FBApp it!  drove 100M web site downloads
  • All major SF platforms including Symbian and Mobile Web. Also used GetJar and other app stores as well as App it! Solution for distributionImportant to note that more then 40% of downloads are web shortcuts though Android is growing strongly as of late (more then 30%) on GJ
  • Yahoo’s effort has been to focus on large, US heavy SF platforms like iPhone, Android and BB while the rest of their consumers have had the site. They have also used cross platform stores for distribution particularly for emerging markets and feature phone users
  • Everyone will go mobile! Don’t miss the boat!Keep in mind though US market still only about 1/3 smartphones – lots of other users out thereStay on top of changing landscape – use NPD, IDC, Comscore and other data sources to see where platforms are headingPlatforms only as strong as their content base  keep on top of which platforms have momentum
  • Apps vs. Web: Where do we go from here?

    1. 1. Apps VS. WEB<br />
    2. 2. Who is this guy?<br />Chief Marketing Officer at GetJar Inc.<br />Joined company in 2008 as employee N8 (now 65 people) funded by Accel Partners and Tiger Global Management ($42M in VC funding to date)<br />10 years experience in mobile including:<br />Marketing Director at glu mobile (mobile games publisher) for Europe<br />VP marketing at I-play (mobile games publisher)<br />Strategy consulting for DiamondCluster<br />5 years experience in CPG with Pepsico in South America<br />Fluent Spanish, Portuguese and French<br />Work experience in 7 countries in North America, South America and Europe<br />Education: BS Foreign Service (Georgetown), MBA (Insead – France)<br />Loves: Snowboarding, Video games, high risk ventures, his family<br />2<br />
    3. 3. What is GetJar?<br />As the world’s largest, open app store GetJar’s technology, people and experience allows us to:<br /><ul><li>Host over 75,000 apps supporting nearly 2,500 different phones across all major mobile platforms
    4. 4. Distribute these apps for more then 300,000 publishers in nearly 200 countries
    5. 5. Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale
    6. 6. Track app downloads and usage leveraging in-house data analytics and conversion tracking</li></ul>3<br />Results: Over 1.6 billion downloads to date for clients<br />
    7. 7. Putting apps into context….<br />Over 9 billion downloads last year from zero a few years ago<br />Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper)<br />Over 500,000 apps between Apple, Android and GetJar<br />34% of US consumers used apps in Dec 2010 (Comscore)<br />An estimated 63.2M Americans now use smartphones (Comscore Dec 2010)<br />Top smartphone platforms: Rim 31%, Android 29%, Apple 25% (Dec 2010, Comscore)<br />4<br />Confidential<br />
    8. 8. 5<br />What do we know about users…?<br />56% of users are male<br />Largest age demo is 25-34 year olds<br />Followed by 34-44 year olds and 18-24<br />Most accessed services via apps are:<br />Weather  37.8%<br />Maps  35.7%<br />Social Networking  30.7%<br />Search 18.9%<br />News 18.2%<br />75% believe the apps quality makes the brand more trustworthy<br />87% have downloaded an app with ads in it<br />Usage is even during the week but evening sees the heaviest use (60% of users)<br />Confidential<br />
    9. 9. Apps vs. web – does the consumer care?<br />Blackberry Bold, Curve, Tour, Storm?<br />What version of Android do I have?<br />Is my phone a smartphone?<br />What is Symbian?<br />Will it work on my old old Moto Rzr?<br />6<br />Confidential<br />
    10. 10. Apps – pros and cons<br />Cons:<br /><ul><li>Cost of development up to 250k (if custom built)*
    11. 11. Platform fragmentation
    12. 12. Time to market
    13. 13. Distribution / maintenance
    14. 14. More competition</li></ul>Pros:<br /><ul><li> Always “on”
    15. 15. Depth of engagement
    16. 16. Leverage device power / features (touch, accelerometer)
    17. 17. Viral!</li></ul>7<br />Confidential<br />
    18. 18. Mobile web– pros and cons<br />Cons:<br /><ul><li> More limited functionality
    19. 19. Require mobile connection
    20. 20. Not as sexy</li></ul>Pros:<br /><ul><li> Much wider reach
    21. 21. Can be marketed more easily
    22. 22. Cheaper development
    23. 23. Can be promoted like apps
    24. 24. Easier to maintain</li></ul>8<br />Confidential<br />
    25. 25. Key questions to ask yourself in terms of strategy<br />Am I brand building or trying to get the user to “do” something?<br />Determines app or web strategy<br />Do I want a deep experience or something more shallow?<br />Determines platform strategy<br />How broad is my audience?<br />Determines app or web strategy<br />How much resource do I have?<br />Determines depth of engagement and number of platforms<br />How important is monetizing my mobile users?<br />9<br />Confidential<br />
    26. 26. There are a number of things you should know…<br />Installed base of users / handsets  how many?<br />Handset vendors who uses them?<br />Size of apps catalog? How deep? How good?<br />Discovery / distribution  how easy is to promote your app / get seen?<br />Billing  can you sell your app? If so how?<br />How fragmented is the platform?<br />10<br />Confidential<br />
    27. 27. 11<br />So we’ve summarized most of it here…<br />
    28. 28. Top mobile brands today are cross platform<br />
    29. 29. Case study: Facebook<br />How do you get 500m users <br />Of your service to go mobile?<br />13<br />
    30. 30. 14<br />Facebook’s strategy was to use Web and Apps<br />Facebook needed global mobile distribution to reach the mass market.<br />Strategy:<br /> Cross platform app development – all platforms<br /> Low end Java version for feature phones in emerging markets<br /> Mobile web site for cross platform use<br />Distribution across all possible channels – App Stores, Carrier portal, Pre- loaded on handsets, Direct promotion to consumers off<br />Results: <br /> 200 million users now use Facebook on mobile<br /> 100M have downloaded shortcuts to their mobile site<br /> Over 15M have downloaded the iPhone app<br /> 10-50M downloads on Android<br />
    31. 31. How Facebook converted mobile web traffic into downloads<br />Step 1:<br />Consumer visits the Facebook site and clicks a link to<br />“Download Facebook here”<br />Step 2:<br />They are taken to Facebook’s App download page on the appropriate store <br />Step 23:<br />Consumer downloads the most appropriate app for their handset<br />15<br />Confidential<br />
    32. 32. 16<br />And how they converted web traffic to mobile users<br />
    33. 33. 17<br />Fandango’s approach was similar<br />Web downloads <br />More then 40% of <br />Dl’s to date<br />
    34. 34. 18<br />Yahoo!’s strategy US smartphones + web<br />
    35. 35. Everyone’s got a phone! What should you do?<br /><ul><li>Identify precisely your user and what they expect of your mobile service
    36. 36. Determine brands vs. performance
    37. 37. Select the platforms that best suit your strategy
    38. 38. Balance the need richness of features vs. speed and usability
    39. 39. Always keep in mind the depth vs. breadth argument
    40. 40. Dive in, collect data, analyze and start over!</li></ul>19<br />
    41. 41. GetJar Networks Inc. <br />1510 Fashion Island Blvd, Suite 300<br />San Mateo, California<br />94404 USA <br />Tel +1 650 288 3225 <br />Patrick Mork<br />Chief Marketing Officer<br /><br /><br />20<br />