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Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry


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Live Mobile: "An Audience Of Billions - Just How Big Can The Mobile Market Get?" by Simon Podd, Flurry

  1. 1. November 2012An audience of billions –just how big can the mobile games market get?Simon Podd, Director of Sales, EMEA
  2. 2. Flurry Track RecordNumber 1 Mobile ReachMonthly Unique Users 720MNumber 1 AnalyticsApplication Developers 85KApplications 240KMonthly Unique 60BSessionsNumber 2 Ad NetworkMonthly Clips 120M
  3. 3. The Fastest Adopted Technology. Ever.iOS & Android devices vs. top technologies, 5 years after introduction10XFASTER than the 2X FASTER than the 3X FASTER than current1980s PC REVOLUTION 1990s INTERNET BOOM 2000s SOCIAL NETWORKING Sources: United States Census Bureau, International Telecommunication Union, Facebook, Flurry
  4. 4. Competition for Consumers Continues to IncreaseOver 1 million available apps on iOS and Android GOOGLE PLAY iTUNES APP STORE
  5. 5. Addressable Market to Surpass 1 Billion Next YearActive smartphone & tablet devices Total Addressable Market Aggressive: 5B WW Mobile Device Owners Conservative: 2B WW Adults, Middle Class or higher 1.1 B Upside: Smartphones – dropping prices, especially Android Tablets – little replacement, mainly new; sub for PCs Connected TVs – to be shipped Reference: 660 M 2.3 Billion Internet Subscribers today 331 M 76 M 23 M Source: Flurry Analytics
  6. 6. Apps Are Disrupting the WorldTop Countries by Active iOS & Android Devices (millions) Source: Flurry Analytics active devices July 2012
  7. 7. Apps Are Disrupting Emerging MarketsFastest Growing iOS & Android Markets by Active Devices Source: Flurry Analytics, July 2011 – July 2012, countries with at least 500k active devices as of July 2011
  8. 8. Microsoft Blows by a Beleaguered Research in MotionFlurry New Project Starts, RIM vs. Microsoft WINDOWS PHONE BLACKBERRY Source: Flurry Analytics
  9. 9. Microsoft Sets Its Sights on AndroidFlurry New Project Starts Q2 2011 vs. Q2 2012 Q2 2011 Q2 2012 iOS Android Windows Phone BlackBerry Source: Flurry Analytics
  10. 10. Mobile App Usage Overtook Online in 2011U.S. mobile apps vs. web consumption, minutes per day WEB BROWSING MOBILE APPS 94 81 MINUTES 70 66 74 MINUTES 72 64 MINUTES MINUTES MINUTES MINUTES MINUTES 43 MINUTES Sources: comScore, Alexa, Flurry Analytics; data includes Smartphones & Tablets, U.S. only
  11. 11. Mobile Apps Dominate Time Spent on SmartphonesShare of time spent on smartphones More than 18.5% Browser 80% of mobile minutes 81.5% are spent in apps Apps Source: comScore, March 2012
  12. 12. Smartphones, Tablets and TV’s
  13. 13. Tablet Usage Is More Concentrated during Primetime Usage by Hour, Smartphones versus Tablets% of Audience Using Smartphones Tablets Hour of Day Source: Flurry Analytics, Sep 2012
  14. 14. Tablet Usage is Longer but Less OftenApp Engagement, Smartphones versus Tablets Weekly Frequency of Use Minutes per Session Smartphones Tablets
  15. 15. Tablet Users Trend OlderAge Distribution, Smartphones versus Tablets Average Age Smartphones: 30 Tablets: 34 13 - 17 18 - 24 25 - 34 35 - 54 55+ Smartphones Tablets Source: Flurry Analytics, Sep 2012
  16. 16. Tablet Usage is More Gender BalancedGender Comparison, Smartphones versus Tablets 44% 56% 49% 51% Smartphones Tablets Source: Flurry Analytics, Sep 2012
  17. 17. Tablet Usage More Media & Entertainment OrientedTime Spent per Category, Smartphones versus Tablets Smartphones Tablets
  19. 19. Endless Pass Time Examples Age Distribution Angry Birds Fruit Ninja Key Genre Attributes• Intuitive, simple puzzle/arcade mechanics 58% 42%• Leverages h/w (touch, accelerometer) DAU 1,000,000• Cute, often original IP; mass-mkt appeal Monthly Revenue $500,000• Infinite replay value; lots of power-ups Investment (minor) $100,000• May have social leaderboards Investment (major) $400,000
  20. 20. Social RPG Examples Age Distribution Crime City Original Gangstaz Key Genre Attributes• Text-based RPG mechanic 79% 21%• Player-vs-player gameplay DAU 150,000• Energy / HP depletion Monthly Revenue $600,000• Clan / team dimension + message / chat Investment (minor) $100,000• Mission-based & level progression Investment (major) $400,000
  21. 21. Gamer’s Game Examples Age Distribution Infinity Blade II Real Racing 2 Key Genre Attributes• Platform-leading graphics 91% 9%• Strong physics engine / middle-ware DAU 50,000• Sports / battle / racing style sub-genres Monthly Revenue $400,000• Defined win-lose outcomes Investment (minor) $100,000• Premium pricing model, often $4.99+ Investment (major) $400,000
  22. 22. Flurry Services Analytics: Increase Your App Engagement and Retention1 •Free and powerful. Leading app analytics (iOS, Android, WP, BB, J2ME, HTML5) •Understand and segment app audiences to maximize engagement and revenue AppCircle: Build & Grow Your App Audience2 •Acquire users with high-quality app recommendations and videos (iOS, Android) •Win-back your best users to build the most loyal and best monetizing audience AppSpot: Maximize Your App Audience Revenue3 •2X revenue, reduce cost with free ad serving and mediation, yield-optimized ads •Max eCPMs with mediation and yield optimization leveraging Flurry’s big data set •Max eCPMs selling direct, segmented parts of your audience to top advertisers Ad Analytics: Measure the value of your mobile campaigns4 •Track your mobile marketing across across all platforms and sources or traffic •Go deep & truly measure the value of your acquired audiences •Understand key metrics such as frequency, session length, retention and ROI
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