Mobile	  Apps	  State	  of	  the	  Stores	       Rick	  Rasmussen	       General	  Consulate	  of	       Canada	       Pal...
Outline	  •    Worldwide	  impact	  of	  mobile	  phones	  •    Mobile	  phones	  are	  computers	  •    Ba@le	  of	  the	...
Worldwide	  Impact	  	  of	  	  Mobile	  Phones	                                3	  
The	  Seven	  “Mass	  Media”	  1.  Print	  (books,	  pamphlets,	  newspapers,	  magazines)	      from	  the	  late	  1400s...
Mobile	  explosion	  •    World	  populaAon              	     	     	     	  ~7.0B	  •    Current	  subscribers          ...
Mobile	  growth	                         6	  
Developing	  countries	                                7	  
Developing	  countries	                                8	  
Mobile	  in	  Developing	  Countries	  •  Mobile	  compensates	  for	  poor	     infrastructure	       –  Bad	  roads	    ...
Advent	  of	  the	  ‘smartphone’	  •  Feature	  phone:	      –  Runs	  apps	  provided	  by	         carrier	      –  Incl...
Global	  Smart	  phone	  market	  share	  Total	  2Q: 	     	     	  	  	  40.962	  M	  Annualized:         	     	  163.8...
Global	  smartphone	  market	  by	  OS	                                               12	  
North	  American	  smartphone	  market	  Source:	  Gartner	  Research	  2Q09	                                             ...
Mobile	  Phones	  	  are	  Computers	                             iPhone	  3G	  teardown	                                 ...
Phones	  as	  devices	  •  CommunicaAon	  •  InformaAon	  •  Entertainment	      –  Mobile	  Content	  •  Phones	  are	  c...
The	  Sensory	  Phone	  •    Mobile	  computers,	  fully	  aware	  of	  local	  	       environment,	  mimicking	  human	 ...
The	  Connected	  Phone	  •  New	  protocols	  keep	  devices	     connected	  •  Wireless	  WAN	       –  CDMA,	  GSM,	  ...
Lots	  of	  new	  touch	  screens	                                              18	  
New	  emerging	  players	  •  Hardware	  is	  changing:	      –  Many	  new	  entrants	  designing	         to	  sojware	 ...
Constant	  Hardware	  InnovaAon	                                                 iDon’t	  Droid	  is	  a	  3-­‐way	  effort...
Ba@le	  of	  the	  OperaAng	  Systems	                           21	  
OperaAng	  Systems	  Opera&ng  System                       Developer                       Source  Availability  MENS	  	...
Basic	  OS	  comparison	                           Source:	  engadget.com	                                                ...
Windows	  Mobile	  •  Spinoff	  from	  Windows	  CE	       –  Designed	  to	  bring	  the	  “Windows	          Experience”	...
RIM	  BlackBerry	  •  Based	  on	  strong	  legacy	  of	  original	     BlackBerry	  •  Strength	  is	  on	  server-­‐side...
Symbian	  •  Symbian	  on	  50%	  of	  current	     Smartphones	  •  Symbian	  FoundaAon	  (2008)	  is	  Nokia,	     Sony	...
Apple	  iPhone	  OS	  •  Based	  on	  Mac	  OSX	  (Linux)	        –  Released	  v3.1	  	        –  Tight	  integraAon	  wi...
Google	  Android	  •  In	  2005,	  Google	  acquired	     Android,	  a	  small	  startup	     based	  in	  Palo	  Alto	  •...
Open	  Handset	  Alliance	  •  Companies  working  together  to  come     together  to  accelerate  innova4on  in     mobi...
App	  development	  for	  phones	                           30	  
Coding	  Mobile	  Apps	  •  Simple	  downloads	  and	  SMS	  •  Web	  Apps	  (in	  the	  browser)	      –  Mobile	  web	  ...
Issues	  moving	  web	  apps	  to	  phone	  •  Small	  screen	  •  Context	  switching:	  lack	  of	  windows	  •  NavigaA...
Third-­‐party	  development	                                     33	  
ApplicaAon	  distribuAon	                    34	  
Early	  2000	  Mobile	  Value	  Chain	        Device	     ApplicaAon	                      Sales	                         ...
Carriers	  as	  “new	  media”	  •  Carriers	  were	  looking	  to:	      –  Be	  media	  companies	      –  Control	  cont...
37	  
On-­‐deck	  vs.	  Off-­‐deck	  •  On-­‐deck:	  	  	        –  Phones	  shipped	  with	  applicaAons	  pre-­‐loaded	        ...
Content	  Value	  Chain	                                  39	  
App	  Stores	                      40	  
Carrier	  App	  Stores	  Online	  Today	  •    US	  Carriers	         –     AT&T	         –     Verizon	         –     T-­...
iTunes:	  Apple’s	  App	  Store	                                           42	  
App	  Store	  •  Launched	  July	  2008	  •  Phenomenally	     successful	      –  Turned	  distribuAon	         on	  it’s...
Apps	  by	  Category	                               44	  
Loyalty	  and	  Churn	                                45	  
3rd	  party	  App	  Stores	  Online	  Today	  •    Phone	  Manufacturers	         –    Apple	  App	  Store	         –    R...
RIM	  Blackberry	  App	  World	  •  2,000+	  total	  apps	       –  1000	  freeware	       –  ASP	  $5	  to	  $10	  •  Slo...
Android	  AndroLib.com	  •  14,000	  games	  and	     applicaAons	  (counts	     duplicaAons	  across	     mulAple	  langu...
China	  App	  Stores	  •    China	  Mobile	        –  600M	  total	  subscribers	        –  “Mobile	  Market”:	  	  1000	 ...
Revenue	  and	  QualificaAon	  •  Varies	  by	  plaxorm:	       –  BB	  =	  Business	       –  Apple	  =	  Consumer	       ...
So,	  you	  want	  to	  market	  your	  app?	                                 51	  
General	  App	  Types	  •  Free	       –  Quick	  and	  dirty,	  usually	  done	  for	  fun	  or	  self-­‐promoAon	  •  Sh...
Dynamics	  of	  Apple’s	  “ Top	  25”	  •  Separate	  lists	  for	  Free	  and	  Paid	  •  A	  lisAng	  here	  gets	  huge...
Driving	  Short-­‐Term	  Revenue	                           “Top	  25”	  •    Develop	  fast,	  release	  ojen	  •    $0.9...
Emerging	  Revenue	  Models	  •  “Freemium”	        –  IniAal	  download	  is	  free	        –  Version	  may	  run	  for	...
Trends	  and	  Metrics	                      56	  
Mobile	  Download	  Trends	  •  More	  than	  90	  percent	  of	  Android	  and	  iPhone	  OS	  users	  browse	  and	     ...
Average	  Downloads/month	                                   58	  
“Flight	  Control”	  Story	  •  Flight	  SimulaAon	     program	  by	  Firemint	  •  Hit	  #1	  in	  sales	  at	  launch	 ...
Daily	  Sales:	  #1	  iPhone	  App	                                               60	  
Sales	  per	  country	                                61	  
Some	  hot	  new	  areas	  •  Mobile	  dev	  tools	  •  Mobile	  metrics	  and	  moneAzaAon	  •  Mass-­‐publishing	  	    ...
Where	  to	  go	  for	  more	  info…	  •  General	  Blogs:	      –  www.mobilecrunch.com	      –  www.venturebeat.com	  • ...
Thanks	  for	  your	  a@enAon	    rick.rasmussen@internaAonal.gc.ca	                                            64	  
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NBIF mobile apps

  1. 1. Mobile  Apps  State  of  the  Stores   Rick  Rasmussen   General  Consulate  of   Canada   Palo  Alto,  CA  
  2. 2. Outline  •  Worldwide  impact  of  mobile  phones  •  Mobile  phones  are  computers  •  Ba@le  of  the  operaAng  systems  •  App  development  for  phones  •  App  distribuAon  •  App  stores  •  So,  you  want  to  market  your  app?  •  Trends  and  Metrics   2  
  3. 3. Worldwide  Impact    of    Mobile  Phones   3  
  4. 4. The  Seven  “Mass  Media”  1.  Print  (books,  pamphlets,  newspapers,  magazines)   from  the  late  1400s  2.  Recordings  (records,  tapes,  CDs,  DVDs)     from  the  late  1800s  3.  Cinema  from  about  1900  4.  Radio  from  about  1910  5.  Television  from  about  1950  6.  Internet  from  about  1990  7.  Mobile  Phones  from  about  2000   4  
  5. 5. Mobile  explosion  •  World  populaAon        ~7.0B  •  Current  subscribers              2.6B  •  End  2010                  4.0B      iSuppli  •  End  2011                  5.2B      InfoneAcs  •  In  2010,  phone  prices  as  low  as  $15      iSuppli  •  Mobile  broadband  growing  at  110%  CAGR  InfoneAcs  •  577M  using  mobile  web,  1.7B  by  2013    Juniper  •  2.1B  users  will  “pay  by  phone”  by  2013    Juniper   5  
  6. 6. Mobile  growth   6  
  7. 7. Developing  countries   7  
  8. 8. Developing  countries   8  
  9. 9. Mobile  in  Developing  Countries  •  Mobile  compensates  for  poor   infrastructure   –  Bad  roads   –  Slow  postal  service  •  GDP  grows  by  0.8%  for  every  10   extra  phones  per  100  people  (world   bank)  •  Mobile  payments   –  Bypass  corrupAon   –  More  efficient  movement  of  capital   –  Kenya:    7M  users  in  a  38M   populaAon  base   9  
  10. 10. Advent  of  the  ‘smartphone’  •  Feature  phone:   –  Runs  apps  provided  by   carrier   –  Includes  email,  internet,   keyboard,  PDA  funcAons  •  First  model  “Simon”  from   IBM  1992   –  Touchscreen,  stylus,   predicAve  input…     –  Cool!  •  Smartphone:   –  Allows  downloads  of  new   applicaAons  from  carriers,   third  parAes  and  others   10  
  11. 11. Global  Smart  phone  market  share  Total  2Q:          40.962  M  Annualized:    163.848  M   11  
  12. 12. Global  smartphone  market  by  OS   12  
  13. 13. North  American  smartphone  market  Source:  Gartner  Research  2Q09   13  
  14. 14. Mobile  Phones    are  Computers   iPhone  3G  teardown   14  
  15. 15. Phones  as  devices  •  CommunicaAon  •  InformaAon  •  Entertainment   –  Mobile  Content  •  Phones  are  computers   –  Increased  processing  power   –  Increased  memory   –  Increased  connecAvity  •  Portable  operaAng  systems  are  enabling  technologies    •  Sojware  more  important  than  hardware   –  ApplicaAons  are  the  new  currency   15  
  16. 16. The  Sensory  Phone  •  Mobile  computers,  fully  aware  of  local     environment,  mimicking  human  senses  •  Sight:   –  SAll  and/or  video  camera   –  Scanner   –  High  resoluAon  display  output  •  Sound:   –  Audio  input  with  noise  correcAon   –  Speech  recogniAon   –  Hi-­‐fidelity  audio  output  •  Touch   –  Full  screen,  MulA-­‐touch,  MulA-­‐gesture   –  HapAcs  (sensory  feedback)   –  Proximity  sensors   –  Accelerometers   –  LocaAon  (GPS  and  LBS)  •  Smell  and  Taste?    Soon!   16  
  17. 17. The  Connected  Phone  •  New  protocols  keep  devices   connected  •  Wireless  WAN   –  CDMA,  GSM,  3G,  4G,  LTE  •  Wireless  LAN   –  EV-­‐DO,  Edge,  WiFi,  WiMax  •  Wireless  PAN   –  Bluetooth,  UWB  •  Mobile  TV   –  ATSC,  DVB-­‐H,  ISDB-­‐T,  DMB-­‐T  •  Wired  protocols   –  USB,  Micro  USB,  Ethernet  •  Wireless  charging  (soon)   17  
  18. 18. Lots  of  new  touch  screens   18  
  19. 19. New  emerging  players  •  Hardware  is  changing:   –  Many  new  entrants  designing   to  sojware  “standards”   –  Korea:   •  Samsung   •  LG   –  New  breed  of  Chinese  players   •  Huawei   •  HTC   •  HTC   •  Quanta   •  TCL/Alcatel     19  
  20. 20. Constant  Hardware  InnovaAon   iDon’t  Droid  is  a  3-­‐way  effort  between  Motorola,  Verizon  and  Google.  Slide  out  physical  keyboard    Verizon  (over  AT&T)  network   20  
  21. 21. Ba@le  of  the  OperaAng  Systems   21  
  22. 22. OperaAng  Systems  Opera&ng  System   Developer   Source  Availability  MENS     Proprietary  to  each   None  (although  some  code  (Motorola,  Erisson,  Nokia,   company   base  provided  to  Symbian)  Siemens)  Symbian   Symbian  FoundaAon     Closed  -­‐>  Open  Source   (9  companies)  Windows  CE   Microsoj   Closed  with  API  license   model  BlackBerry  OS   RIM   Closed  with  limited  licenses  Apple  OS   Apple   Closed  Android   Google   Open  Source  WebOS   Palm   Available  under  license   22  
  23. 23. Basic  OS  comparison   Source:  engadget.com   23  
  24. 24. Windows  Mobile  •  Spinoff  from  Windows  CE   –  Designed  to  bring  the  “Windows   Experience”  to  other  devices   –  OS  intended  to  dominate  consumer   electronics  across  sectors   –  Mobile,  Home  entertainment,  TV  and   Auto  •  Licensed  to  handset  manufacturers  •  C#,  C++,  CF  2.0/3.0,  SQL  CE,  etc.  •  Slow  adopAon  by  third-­‐party   developers   –  Dominated  PC  Apps   –  Complacent  working  with  3rd  parAes   24  
  25. 25. RIM  BlackBerry  •  Based  on  strong  legacy  of  original   BlackBerry  •  Strength  is  on  server-­‐side   integraAon   –  Exchange  Server   –  Professional  Apps  and  Services  •  OS  used  on  their  own  hardware  as   well  as  licensees:   –  AT&T,  HTC,  Motorola,  Nokia,  Qtek,   Samsung,  Siemens  and  Sony   Ericsson  •  MDS  development  environment   end  of  life   –  Apps  through  Java  via  Eclipse   –  Microsoj  Visual  Studio  •  Apps  sold  through  BB  Apps  store  as   well  as  mulAple  third  parAes   25  
  26. 26. Symbian  •  Symbian  on  50%  of  current   Smartphones  •  Symbian  FoundaAon  (2008)  is  Nokia,   Sony  Ericsson,  NTT  DoCoMo,  TI,   Vodaphone,  ST  Ericsson  and  AT&T  •  Legacy  tools  plus  C++  and  Java  SDKs  •  3rd  party  developers  only  now  being   courted   –  Sony  Ericsson  store   –  Ovi  Store  •  Follows  open  source  model  and  will   have  Eclipse-­‐type  license  in  2010   26  
  27. 27. Apple  iPhone  OS  •  Based  on  Mac  OSX  (Linux)   –  Released  v3.1     –  Tight  integraAon  with  iTunes  (Win/Mac)  •  Strong  SDK  for  third  parAes   –  First  to  fully  release  hardware  funcAon  to   developers  •  Almost  all  “lags”  are  gone   –  MMS,  cut  &  paste   –  Needs  be@er  Outlook  integraAon  •  NaAve:  “Extensible  C ”,  strong  SDK  for  non-­‐ programmers  •  100,000  applicaAons   –  20%  games   –  New  “virtual  goods”  market   –  Apps  sold  through  Apps  Store  as  well  as   aggregators   27  
  28. 28. Google  Android  •  In  2005,  Google  acquired   Android,  a  small  startup   based  in  Palo  Alto  •  In  November  2007  Google   announced  the  Android   plaxorm   –  Open  Handset  Alliance,  now   at  30+  members   –  Open  source  plaxorm  licensed   free  of  charge  to  handset   manufacturers   –  Java-­‐based  for  rapid  app   development  and  deployment   28  
  29. 29. Open  Handset  Alliance  •  Companies  working  together  to  come   together  to  accelerate  innova4on  in   mobile  and  offer  consumers  a  richer,  less   expensive,  and  be;er  mobile  experience   –  10  Mobile  Operators   –  11  Handset  Companies   –  14  Semiconductor  Companies   –  11  Sojware  Companies   –  6    “CommercializaAon”  Companies  •  Will  own  the  Android  source  and  make   public  under  Apache  v2  license   29  
  30. 30. App  development  for  phones   30  
  31. 31. Coding  Mobile  Apps  •  Simple  downloads  and  SMS  •  Web  Apps  (in  the  browser)   –  Mobile  web  users  surpassed  PC  users  in  2008   –  WAP   –  Java  and  Flash  •  NaAve  Apps   31  
  32. 32. Issues  moving  web  apps  to  phone  •  Small  screen  •  Context  switching:  lack  of  windows  •  NavigaAon  and  filling  in  forms  •  Memory:  Lack  of  JavaScript  and  cookies  •  Accessibility  for  secure  communicaAons,  flash,   pdf,  video…  •  Variable  Speed  and  response  Ames  •  Web-­‐based  apps  may  lack  access  to  hardware   resources   32  
  33. 33. Third-­‐party  development   33  
  34. 34. ApplicaAon  distribuAon   34  
  35. 35. Early  2000  Mobile  Value  Chain   Device   ApplicaAon   Sales   Carrier   Customer   Vendor   Provider   Channel   Carrier-­‐centric:    All  about  gezng  the  deal  with  the  carrier   35  
  36. 36. Carriers  as  “new  media”  •  Carriers  were  looking  to:   –  Be  media  companies   –  Control  content  distribuAon   –  Get  closer  (in  some  cases  own)  content  creaAon  •  Ringtone  Business   –  Juniper  esAmates  $3.2B  ww  in  2003,  10%  of  all  ww   music  sales   –  By  2008,  declined  to  $1B  ww  •  Gaming  Market   –  Est  $6B  in  2007   –  90%  on-­‐deck,  10%  off-­‐deck  and  adverAsing   36  
  37. 37. 37  
  38. 38. On-­‐deck  vs.  Off-­‐deck  •  On-­‐deck:       –  Phones  shipped  with  applicaAons  pre-­‐loaded   –  Companies  rose  and  fell  with  “carrier  deals”     •  A  deal  with  one  or  two  operators  could  get  you  funded,  go  public,  get   acquired   –  Phone.com,  Infospace,  Jamdat   •  Developers  benefit  from  markeAng  and  promoAon  channels   •  Smaller  profits  but  higher  gain.  •  Off-­‐deck:   –  Carriers  look  to  sell  “add-­‐ons”   –  Advent  of  alternaAve  distribuAon  in  2006/7   •  Mobile  ads  from  Admob,  Nokia,  Google,  Jumptap     •  Appstores  such  as  Getjar.com  or  Handmark.com   –  Open  doors  for  mobile  startups   38  
  39. 39. Content  Value  Chain   39  
  40. 40. App  Stores   40  
  41. 41. Carrier  App  Stores  Online  Today  •  US  Carriers   –  AT&T   –  Verizon   –  T-­‐mobile   –  all  others  •  Canadian  Carriers   –  Bell   –  Rogers   –  Telus   –  Sasktel  •  Japanese  Carriers   –  NTT  DoCoMo   –  KDDI  •  Korean  Carriers   –  SK  Telecom  (T-­‐Store)   –  KT   –  LG  Telecom  •  Chinese  Carriers   –  China  Mobile   –  China  Telecom   –  China  Ubicom  •  Plus  Europe!   41  
  42. 42. iTunes:  Apple’s  App  Store   42  
  43. 43. App  Store  •  Launched  July  2008  •  Phenomenally   successful   –  Turned  distribuAon   on  it’s  head   –  Put  developers  in   direct  control  •  125,000  in  iPhone   Developer  Program  •  100,000  applicaAons   today,  2B  downloads   43  
  44. 44. Apps  by  Category   44  
  45. 45. Loyalty  and  Churn   45  
  46. 46. 3rd  party  App  Stores  Online  Today  •  Phone  Manufacturers   –  Apple  App  Store   –  RIM:  BlackBerry  App  World   –  Nokia  Ovi  Store   –  Palm  and  Web  OS   –  Samsung  ApplicaAon  Store  (UK,  France,  Italy  only)  •  OperaAng  Systems   –  Symbian:  Symbian  Gear   –  Window  Mobile  (Pocket  PC  vs.  SmartPhone  Apps)   –  Google  Android   •  Android  Game  Pro  (games  only)   •  Androlib  (10K  apps)  •  Third  Party  App  Stores   –  Handango  (Windows  and  BB)   –  MobiHand  (Windows  and  BB)   –  Pocketland  (Windows  only)  •  3rd  party  aggregators   –  AppMiner   –  Appstore  HQ   –  Appshopper  •  InternaAonal   46  
  47. 47. RIM  Blackberry  App  World  •  2,000+  total  apps   –  1000  freeware   –  ASP  $5  to  $10  •  Slow  to  market   –  IniAally  announced  in  Nov  2008   –  Live  on  phones  April  09   •  Requires  separate  download   –  Web  catalog  online  Aug  09   •  No  purchase  opAon  •  Competes  with  third-­‐party   soluAons  from  Handango  and   Mobihand   47  
  48. 48. Android  AndroLib.com  •  14,000  games  and   applicaAons  (counts   duplicaAons  across   mulAple  languages)  •  2500  added   monthly  •  Majority  free:  36%   paid  •  Website  features   barcodes  for  phone,   scan  and  buy  from   phone   48  
  49. 49. China  App  Stores  •  China  Mobile   –  600M  total  subscribers   –  “Mobile  Market”:    1000  apps  for  Symbian,  Windows  Mobile  and  Android   –  Working  on  new  Open  Mobile  System  (OMS):    Android  plus  proprietary  extensions  •  China  Telecom   –  App  Store  in  development   –  May  distribute  Palm  and  Blackberry  in  future  •  China  Unicom   –  140M  total  subscribers   –  App  Store  in  development   –  Rumored  talks  with  Apple  re:  iPhone  •  Barriers:   –  Billing  issues   –  Availability  of  pirated  applicaAons  online   –  Low  demand   49  
  50. 50. Revenue  and  QualificaAon  •  Varies  by  plaxorm:   –  BB  =  Business   –  Apple  =  Consumer   –  Android  =  Hobbyist  -­‐>  Consumer  •  Shared  between  store  and  developer   –  Apple:    30%  to  store,  70%  to  developer  •  QualificaAon  process  can  vary  widely   –  Carriers,  deal  required   –  Apple,  strict  release  policy  with  “gated  qualificaAon”  and  high  barriers   on  content  types   –  Android  “quality  built  into  the  tools”   –  Third  party  stores  vary  but  generally  “Caveat  Emptor”   50  
  51. 51. So,  you  want  to  market  your  app?   51  
  52. 52. General  App  Types  •  Free   –  Quick  and  dirty,  usually  done  for  fun  or  self-­‐promoAon  •  Short-­‐term  revenue:    i.e.  $0.99   –  Simple  “cute”  apps   –  Simple  handy  apps   –  Short  term  download  “spikes”   –  Supplemented  by  ads/sponsorships  •  Serious  Apps:  $2.99  to  $9.99   –  Includes  professional  and  games   –  Higher  uAlity  (i.e.  social  gaming)   –  Polished  and  have  longevity  “sAckiness”   52  
  53. 53. Dynamics  of  Apple’s  “ Top  25”  •  Separate  lists  for  Free  and  Paid  •  A  lisAng  here  gets  huge  response  lij   53  
  54. 54. Driving  Short-­‐Term  Revenue   “Top  25”  •  Develop  fast,  release  ojen  •  $0.99  is  right  unless  you  can  jusAfy   otherwise  •  A  nice  icon  and  smooth  descripAon  •  Self-­‐promote:    Twi@er,  Facebook,  etc.  •  Partner  for  success:    Gang  up  with   other  developers  and  co-­‐promote  •  Are  blogs  important?  Opinions  differ   Source:    TechCrunch  8.29.09   54  
  55. 55. Emerging  Revenue  Models  •  “Freemium”   –  IniAal  download  is  free   –  Version  may  run  for  limited  Ame  or..   –  Pay  to  upgrade  to  versions  with  more  features  •  “Free  to  Play”       –  Micropayments   –  In-­‐game  transacAons  (open  up  new  stages/worlds)   –  Virtual  goods  (avatars,  weapons,  etc)  •  Increasing  push  toward  adverAsing  and  product  placement   55  
  56. 56. Trends  and  Metrics   56  
  57. 57. Mobile  Download  Trends  •  More  than  90  percent  of  Android  and  iPhone  OS  users  browse  and   search  for  apps  directly  on  their  mobile  device  instead  of  their   computer  •  Average  downloads:       –  10  per  month  for  Android  and  iPhone   –  18  per  month  for  iPod  touch  iPod  touch  owners  •  Paid  apps   –  Users  who  regularly  download  paid  apps  spend  approximately  $9  on   an  average  of  five  paid  downloads  per  month   –  iPhone  and  iPod  touch  users  are  twice  as  likely  to  purchase  paid  apps   than  Android  users.   –  Upgrading  from  the  lite  version  was  the  top  reason  given  when  users   were  asked  what  drives  them  to  purchase  a  paid  app   57  
  58. 58. Average  Downloads/month   58  
  59. 59. “Flight  Control”  Story  •  Flight  SimulaAon   program  by  Firemint  •  Hit  #1  in  sales  at  launch   March  28,  2009  •  Took  approx  3  man-­‐ weeks  to  develop  (nights,   weekends)  •  Over  1.5M  sold  at  $0.99  •  Word  of  mouth  and  blog   campaign   59  
  60. 60. Daily  Sales:  #1  iPhone  App   60  
  61. 61. Sales  per  country   61  
  62. 62. Some  hot  new  areas  •  Mobile  dev  tools  •  Mobile  metrics  and  moneAzaAon  •  Mass-­‐publishing     –  Huge  “app  shops”   –  Aggregators  pushing  numbers  to  gain  top  25  •  Cross  plaxorm   –  AutomoAve  app  stores?   –  Ford  has  Microsoj  Sync   –  Google  flirAng  with  BMW   62  
  63. 63. Where  to  go  for  more  info…  •  General  Blogs:   –  www.mobilecrunch.com   –  www.venturebeat.com  •  Vendor-­‐specific  Blogs   –  googlemobile.blogspot.com   –  androinica.com   –  theiphoneblog.com  •  New  Media  BC  •  Wavefront  Accelerators  •  Wireless  CommunicaAons  Alliance:  wca.org   63  
  64. 64. Thanks  for  your  a@enAon   rick.rasmussen@internaAonal.gc.ca   64  

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