Giuseppe Taibi gave a presentation on the iPhone media ecosystem. He discussed how the App Store has over 90,000 apps across 20 categories that have been downloaded over 77 countries. Data was presented showing that on average iPhone users spend $80 on apps, with 93% of iPhone owners purchasing paid apps. Taibi also demonstrated several public radio and sports instruction apps and discussed how physical and virtual worlds can converge through augmented reality applications on the iPhone.

1. iPhone Media
Ecosystem
Giuseppe Taibi, PhD
Venice Session #4 Oct/20/2009
Tuesday, October 20, 2009

2. About Me
• PhD Artificial Intelligence - University of Palermo
• Visiting Scholar Boston University
• Founder of Altoprofilo - Web 1.0
• SmartWorlds 1.0 - Connect Physical + Virtual
• QuitNet - Web 2.0
• SmartWorlds 2.0 - iPhone
• Harvard
• Organic Extra Virgin Olive Oil - Amazon.com
Tuesday, October 20, 2009

3. iTunes
Largest
Digital Media Store
in the World
Tuesday, October 20, 2009

4. Apple Report
•iPod Touch sales were up 100%
year over year
•new record in iPhone sales as
well, with 7.4 million units sold in
the quarter ending in September
2009
•iPhone 3GS demand outstripped
supply
Tuesday, October 20, 2009

5. Apple Report
•China launch Oct 30
•iPhone is either being deployed or
being piloted in well over 50% of
the Fortune 100
•iPhone competitors still "trying to
catch up with the first iPhone"
Tuesday, October 20, 2009

6. iPhone Apps Count
Today: 90,898
Largest Categories:
Games
15,434 (16.98%)
Entertainment
12,692 (13.96%)
Books
12,607 (13.87%)
Source http://dragonstyle.typepad.com/
http://148apps.biz/app-store-metrics
Tuesday, October 20, 2009

7. iPhone Apps Download
77 Countries
20 Categories
Source http://dragonstyle.typepad.com/
http://148apps.biz/app-store-metrics
Tuesday, October 20, 2009

8. App Store Insights
•July/August 09
•Worldwide Sample
•Avg # apps per device: 65
•Avg spent per iPhone: $80
•Users that only have free apps: 7%
•Total Paid App Market 3.3b dollars (93% of 45M
iPhone owners x $80)
Source AdMob, appsFire
Tuesday, October 20, 2009

9. Music
• Music Game
• Millions of Downloads
• Free Tracks
• Premium Tracks (In-App Store)
• Branded Apps
Tuesday, October 20, 2009

10. Tap-Tap-Revenge
Tuesday, October 20, 2009

11. News
Tuesday, October 20, 2009

12. News
Tuesday, October 20, 2009

13. UGC
Tuesday, October 20, 2009

14. UGC
Tuesday, October 20, 2009

15. News
Tuesday, October 20, 2009

16. News
Tuesday, October 20, 2009

17. Not by podcast, but by streaming audio on a mobile device like a Blackberry or iPhone
Other
Radio
1: In the last 30 days, in which of the following ways have you listened to public radio?
In the last 30 days, in which of the following
ways have you listened to public radio?
(Respondents were allowed to choose multiple responses)
Response Chart Frequency Count
On the radio 93.9% 2825
On satellite radio 10.8% 325
On HD radio 4.2% 127
Online at NPR.org 28.9% 869
26.6% 801
Createdat another site Community
Online using Vovici EFM 6.0% 179
Podcast 37.3% 1122
Not by podcast, but by
streaming audio on a mobile
20.7% 624
device like a Blackberry or
iPhone
Other 3.2% 96
Tuesday, October 20, 2009

18. iPod Touch
Another type of portable mp3 player (e.g. Zune, CreativeZen, etc.)
Other
Radio
None
In the past three months, which mobile
devices have you used to listen to public radio?
2: In the past three months, which mobile devices have you used to listen to public r
(Respondents were allowed to choose multiple responses)
Response Chart Frequency Count
BlackBerry 1.1% 7
iPhone 82.9% 509
Palm 0.5% 3
Another type of mobile
phone/smart phone/handheld 1.5% 9
computer
iPod Touch 17.3% 106
Another type of portable mp3
player (e.g. Zune, 2.4% 15
CreativeZen, etc.)
Other 3.3% 20
Tuesday, October 20, 2009

19. Radio
Do youthe Public Radio Tuner to listen toTuner tostations in to local area
8: Do you use
use the Public Radio one or more listen your
outside your local area? stations in your local area, or to
one or more
(Respondentsstations from response)
could only choose a single outside your local area?
Response Chart Frequency Count
Station(s) from my local area
27.0% 127
only
Station(s) from outside my
10.6% 50
local area only
Both 62.4% 294
Not Answered 1
Mean 2.355
Standard Deviation 0.877
Valid Responses 471
Total Responses 472
Tuesday, October 20, 2009

20. Share
Have you ever heard a public radio station,
program, or story that you wanted to share
with others?
(Respondents could only choose a single response)
Response Chart Frequency Count
Yes 94.5% 415
No 3.0% 13
Can't remember 2.5% 11
Mean 1.080
Standard Deviation 0.352
Valid Responses 439
Tuesday, October 20, 2009

21. My iPhone Apps
Tuesday, October 20, 2009

22. Public Radio Player
Tuesday, October 20, 2009

23. Public Radio Player
Tuesday, October 20, 2009

24. Public Radio Player
Tuesday, October 20, 2009

25. Key Stats
• Top 10 Free Music Apps
• More than 300 Public Radio Stations
• >500,000 unique users
• Next: Social Networking
Tuesday, October 20, 2009

26. GoLearn Skateboarding
Tuesday, October 20, 2009

27. Featured on iTunes
Tuesday, October 20, 2009

28. GoLearn Skateboarding
Tuesday, October 20, 2009

29. GoLearn Skateboarding
Tuesday, October 20, 2009

30. GoLearn Skateboarding
Tuesday, October 20, 2009

31. Key Stats
• #1 Paid App in Sports
• More than 45 HD videos
• >50,000 unique users
• Next: In-App Store,Video Upload
Tuesday, October 20, 2009

32. Physical meets Virtual
Tuesday, October 20, 2009

33. Augmented Reality
Tuesday, October 20, 2009

34. Grazie!
Giuseppe Taibi, PhD
gt@giuseppetaibi.com
www.giuseppetaibi.com
twitter: @giuseppetaibi
Tuesday, October 20, 2009