The document discusses the challenges of launching mobile apps, including: - Apps need to be available on over 375 different devices from 8 manufacturers to reach 70% of UK mobile owners. The top 10 devices only represent 28.11% of the market. - Mobile billing has a poor reputation and tariffs are extremely confusing, which can lead to unexpected high bills ("bill shock"). - The mobile landscape is becoming more fragmented as simpler, cheaper tariffs commoditize access across different carriers and devices.

1. Real-life experiences
launching mobile apps
eduserv symposium, May 13th 2010

2. You are here
A word about the value chain

3. Apple
Google
Everyone else
Apples are not the only fruit

4. Apple
Google
Everyone else
Apples are not the only fruit

5. To reach 70% of UK mobile owners...
You need to be available on 375 different devices,
70 different families from 8 manufacturers.
The best family delivers 4.15%, the worst 0.33%
All iPhones together deliver 3.63%
Just the 10 most popular devices deliver 28.11%
Apples are not the only fruit

6. Customers pay up-front or later.
Tariffs are extremely confusing.
“Bill shock” is a recognised phenomenon.
Mobile billing has a poor reputation.
Tariffs and billing

7. Hello

8. A well-honed design process

9. http://www.flickr.com/photos/msimdottv/4339697089/
perhaps a bit minimal
Release early, release often

10. Puzzler

11. 5 years of lessons learned

12. Channel 4: sex education concepts

13. Channel 4: sketching

14. “I think there
“You should
should be a mute
put instructions
button, that could
and that on there
get annoying...”
before you can
play it”
“Are there
any three player
games?”
Channel 4: user testing

15. More fragmentation
Simpler, cheaper tariffs
Commoditisation of access
Coming soon...

16. Thanks for staying awake
Tom.Hume@futureplatforms.com
http://tomhume.org/
twitter: @twhume