The document discusses the explosive growth of mobile applications and their complex impact on the software landscape, highlighting statistics about market trends and app usage. It emphasizes the importance of app development, investment costs, and the collaborative effort required for successful app deployment and performance tracking. The presentation outlines pain points and strategies for optimizing app management and distribution to enhance adoption and competitive analysis.

1. APP-­‐cessorizing
Everything
October
2013

2. Appcessorize
Everything!
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&
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&
Confiden8al
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Images
courtesy
of
Thomas
Crampton,
SCMP,
China
Daily,
Philly.com,
engadget.com

4. Mobile
is
the
biggest
revolu7on
in
compu7ng
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&
Confiden8al
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5. So:ware
is
ea7ng
the
world
- 106
- 78
- 38
-1
-7
+ 427
+ 73
+ 4
+ 71
+1
-1.5
+2.5
Market
Cap
Change
in
5
Years
in
US$
B
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&
Confiden8al
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6. So:ware
is
the
New
Rock’n’roll
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&
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7. Proprietary
&
Confiden8al
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8. The
APP-­‐ifica7on
of
So:ware
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&
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9. APP
=
Music
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10. DEVICE
=
Audience
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&
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11. DEVELOPER
=
Band
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&
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12. API
=
Instrument
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&
Confiden8al
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13. No
Instrument
=
No
Music
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&
Confiden8al
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14. No
API’s
=
No
Apps
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&
Confiden8al
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15. APPs
are
ea7ng
so:ware
are
ea7ng
the
world
APPs
Sofware
World
Courtesy
of
Steven
WillmoT
@
3Scale
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16. Explosive
growth
of
Apps
“By
2017
CMOs
will
be
purchasing
more
technology
than
their
CIOs”
Total
$693
billion
2013
2013
$600
$156
$400
$350
$380
billion
$95
$300
$250
$76
$22
2011
$30
$72
$19
billion
$300
IT
Applica7on
Outsourcing
Applica7on
Management
(Source:
McKinsey)
Total
IT
Services
Strategy
&
other
Services
Applica7on
Hos7ng
So:ware
Custom
build
So:ware
Applica7on
Development
$132
$69
$43
billion
$200
$150
$100
$50
$0
$212
5%
dedicated
to
Mobile
Mobile
$0
Proprietary
&
Confiden8al
$235
10%
dedicated
to
Mobile
16
Forrester
&
Exicon
Es3mates

17. Apps
on
mobile
con7nues
to
be
the
main
source
of
Usage
%
Share
of
monthly
usage
on
mobiles
(US)
100%
90%
80%
70%
60%
es
to
grow
nu
sage
con7
App
U
87%
73%
App
50%
Web
• Top
apps
change
significantly
every
90
days.
• Average
User
has
41
apps
40%
30%
• Average
Time
accessing
the
internet
through
27%
20%
13%
day
10%
0%
Aug-­‐10
mobile58
mins
per
Feb-­‐11
Sep-­‐11
Apr-­‐12
Oct-­‐12
May-­‐13
Source:
Nielsen
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18. Problem:
as
Apps
mul7ply,
so
does
complexity
US$
1
M
Investment
per
app
250"
1
App
across
2
pla_orms
in
6
countries
Number
of
Apps
200"
150"
s
corm
f
Pla
ber
o
Num
100"
ty
on
Diversi
Applica7
50"
0"
Hotels
Industrial
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&
Confiden8al
Media
Automo8ve
18

19. Proven
track
record
with
leading
rela7onships
60
content
and
exper8se
With
developers,
Markets
1,500
Between
Development
Connec8ons
Houses
and
OEMs,
Enterprises,
Brands
globally
3,000
Development
partners
On
every
con8nents
for
a
beTer
worldwide
integra8on
10,000
Successful
Enterprise
applica8ons
For
benchmarking
and
compe88ve
analysis
1,800
Ac8ve
Live
APIs
For
your
discovery
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&
Confiden8al
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20. Pain
Points
The
right
developer?
Mul7ple
Partners
Tracking
&
Performance
Distribu7on
&
Engagement
Compe77on?
Collabora7on
across
Teams
&
Partners?
Adapt
needs?
Mul7ple
Apps
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&
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21. It
all
starts
with
1
app…..usually
on
iOS
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&
Confiden8al
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22. Investment
in
app
US$
100K
For
a
unique
app
for
a
specific
pla_orm
•
•
US$
60-­‐80K
for
development
The
rest
is
a
combina8on
of
design,
images,
screenshots,
videos,
content,
descrip8ons,
management
8me
etc
EXCLUDES
marke3ng,
promo3on
and
enhancements.
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&
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23. On
another
placorm
+
60-­‐150%
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&
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24. Extend
the
success
into
other
markets
+
US$
60K
per
country/language
•
•
US$
30-­‐50K
per
app
With
the
rest
being
for
addi8onal
8me,
images,
contracts
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&
Confiden8al
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25. Total
Investment
so
far
US$
900K
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&
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26. How
about
Maintenance
and
support
10-­‐20%
Proprietary
&
Confiden8al
of
your
app
investment
26

27. Total
investment
in
PUBLIC
apps
US$
1.1M
• (excl.
Marke8ng,
Promo8on
&
Distribu8on
• (excl.
Applica8on
Enhancements
and
Op8miza8on)
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28. A
collabora7ve
Overview
for
all
apps,
metrics
and
insights
All
for
less
than
1%
of
your
ini7al
investment
Accelera8ng
8me
to
market
(Adapt
Needs)
Tracking
the
right
metrics
(Tracking
&
Compe77on)
ARM
Dashboard
Minimizing
Duplica8on
(Collabora7on
Across
Teams)
Op8mizing
your
resources
(Collabora7on
Across
Teams)
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&
Confiden8al
Increasing
Adop8on
and
discoverability
(Distribu7on
&
Engagement)
28

29. How
many
apps
do
you
have?
hTp://www.exiconglobal.com/app-­‐directory/)
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30. CO-­‐FOUNDER
&
CEO
Stefan
Rust
stefan@excionglobal.com
WEBSITE
www.exiconglobal.com
IDEAS
TO
APP
i2a.exiconglobal.com
Transforming business by Application
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