The document discusses how the open web is evolving into walled gardens controlled by large companies, with consumers preferring simpler app-based services over complex websites. It notes that while apps saw explosive growth, most are rarely used after being downloaded and few are profitable. This raises questions about the future of apps and whether companies should continue prioritizing app development over open web experiences. The conclusion is that platforms and how consumers access information will continue changing, so companies need a broad interactive and traditional media strategy to stay in front of emerging trends.

1. TheWeb isdead.

2. Things to know.The web was and is open.Google found a way to control it and own it.Today the web is being fine-tuned to shape the way we communicate, spend moneyand connect with the world around us.

3. What does it all mean?

4. UsConsumersAs much as we love the open,unfettered web we’re abandoning itfor simpler, sleeker servicesthat just work. – Chris Anderson Wired

5. Then vs. Now

6. UsWe are downloading more apps than ever, why?Downloaded Code vsLocal Code

7. ThemBusinessmenChaos isn’t a business model.A new breed of media moguls is bringing order-and-profits to thedigital world. – Michael Wolff Wired

8. Then vs. Now

9. ThemBusiness of the web has matured back to theall or nothing approach of traditional media.Facebook - socialPlaces, Sharing, Photos, Games, Connect, Advertising, CreditsApple -mediaMusic, TV, Movies, Games, iAds, Software, Hardware

10. UsThemDownloading AppsWilling to payUsing ‘Services’Just make it workEasier to Navigate (UI and UX)Centralized controlStrategic brillianceRigid standards

11. It’s now the web’sturn to face the pressure of profitsand facethe walled gardensthat bring them. - Wired

12. BeforeAfterRailroads - 186Telephone – 6000Electricity – 100’sWeb - MillionsRailroads – 7Telephone – 15Electricity – 16Web - ???

13. Is the webgoing to just get smaller?

14. Or do we have long way to go?

15. The great app bubble.

16. How many appsdo you own?

17. How many do you actually use?

18. Usage?20% of free apps are not used after the 1st day of being downloadedBy day 30, less than 5% are still usingthat free appPaid applications are slightly better but drop off just as fast after 11 days of usage. - Pinch Media

19. Cost?Average app costs $35,000 to buildPaid apps making - $682 per year (median) after Apple takes its cut. - Tomi T. Ahonen and Alan Moore

20. Profits?Apple gave out 1 Billion dollars of profit last year from apps.But with 225,000+ applications that means about $4,444 per app. - Tomi T. Ahonen and Alan Moore

21. FloodAt a rate of 2 seconds per app. It would take someone 34 hours to see every free app.Steve Jobs said 15,000 apps are being submitted each week

22. It’s basically ‘ditto’for android.

23. Does this meancompaniesshould stopmaking apps?

24. And what doapps mean to ourclients?

25. FutureM-Commerce (Mobile Ecommerce)$25 million in 2008 - $141 million in 2009Expecting close to $500 Million in 2010Globally expecting $119 Billion by 2015 - Pay Pal

26. App Shopping vs Mobile ShoppingSimilar to your neighborhood product stores. Where users are coming in looking for a specific product and leaving.Mobile is searchable and crawlable website for new customers to stumble into easier

27. What can we learnfrom all this?

28. Browser? or App?We have to reach our customer where they want to be reached.Its going to keep changing, this isn’t close to being over!

29. Platform vs. OpenThe story of the Web is going to continue to evolve for years to come.We are 18 years in and no standards are in sight.

30. Broader is betterTraditional – TV, Radio, Print, Billboards, In-Store and Direct MailInteractive – Social Media, Online Video, Streaming Audio, Mobile Apps, Mobile Sites, Display Ads and EmailWe have to be in front of whatever is next.

31. The End.Thank You.