The company was established in 2008 as an iPhone app software house and has since expanded to develop enterprise mobile applications. It has experienced significant growth, with some early apps reaching #1 in worldwide charts and over 500,000 downloads. The document discusses changes in the app market over time, with hundreds of apps now being released daily, and challenges for new apps to stand out. It provides recommendations for companies to gather mobile usage data and consider developing a mobile-optimized website or app.

2. • Started training as a Software Engineer with
British Aerospace in 1997
• Diverse experience over 12+ years:
– Defence
– Education
– Banking (Boo! Hiss!)
– Retail
– Public Transport

3. • Established 2008
• Started as an iPhone App software house
• Now a specialist in Enterprise Mobile
applications
• Flagship product used in Publishing, eLearning,
Market Research, Advertising, Marketing and
Public Relations

4. • Apple App Store launched start July 2008
• 1st iPhone App released end July 2008
• Free App
– Peak of 70,000 downloads in 1 week
• Paid App
– Peak of 7,000 downloads in 1 week
• 3 paid Apps released throughout August

5. • All 4 Apps reached #1 in worldwide charts
• Over 500,000 downloads, 85 countries
Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09
Earnings

6. Then Now
• Between 10 and 30 Apps • 100s of Apps being released
being released every day every day
• Between 1,000 and 2,000 • Over 400,000 Apps in Store
Apps in Store
• Bad Apps earned more than • Bad Apps earn what they
they deserved deserve
• Good Apps achieved potential • Good Apps drown in a sea of
noise

7. • It’s probably been done already
• Competing with 400,000+ other ‘great ideas’
• Achieving ROI is extremely risky
– ‘App’ development still a specialist skill
– Users grudgingly pay more than 59p
– Apple take 30% royalty

8. 60s 70s 80s 90s 00s 10s
Early Dumb Personal Internet Smart- Mobile
Computers Terminals Computers Phones Internet
Time
Storage/CPU etc. Screen/Keyboard etc.

9. • How do customers & staff use your website(s)?
– How many are viewing with a Mobile device?
– What kind of things are they doing?
• Buying things
• Making bookings
• Getting information
• What’s the User Experience for your Mobile
website users?

10. 1. Gather data from your website (% Mobile)
2. Build a Mobile-optimised website
3. Gather feedback from Mobile website users
4. Build a Mobile App if following criteria are met:
– Users demand offline/App-like experience
– Large enough numbers to justify investment!

11. • Consider all the Mobile platforms:
– iPhone: possibly most well known
– Android: fastest growing, backed by Google
– Nokia: biggest market share, partner with Microsoft
– BlackBerry: biggest corporate market share
• Approval of your App hinges on ‘utility’
• Consider buying an off the shelf template
instead of building bespoke