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Trends in the Android ecosystem Echelon - Jun 2016
ANDROID vs. iOS
3
Mobile usage driven by APAC…
Source: Mary Meeker (http://www.kpcb.com/internet-trends)
Smartphone Users
2005 - 2015
4
…and dominated by two key players
Source: Business Insider (http://www.businessinsider.sg/ios-and-android-dominate-marketshare-2016-2/)
WW smartphone OS market share
2009 - 2015
5
Google leads in terms of downloads…
WW App Downloads
1Q2016. Indexed
Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)
6
…but iOS continues to lead in terms of revenue
WW App Revenue
1Q2016
Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)
7
Developers in emerging markets think about Android first…
Platform priority for Developers by country
2014
Source: VisionMobile (http://www.slideshare.net/andreasc/mobile-megatrends-2014-25-may-2014)
8
…but they have to deal with the challenge of Android fragmentation
Source: Business Insider (http://www.businessinsider.sg/android-fragmentation-and-the-effect-on-samsung-sales-2015-8/)
Models by Android manufacturer (Aug 2015)
How to guarantee compatibility with 20k+ distinct Android devices using 10+ OS versions?
3rd-PARTY ANDROID STORES
10
3rd-party App Stores already represent half of Google Play downloads
2015 2016F 2020F
80
41
31
166
78
54
35
2724
Mobile App Downloads
Billions (2015 - 2020F)
…
3rd-party
android
Source: AppAnnie presentation at TiA SG 2016
11
APAC will drive most of the future traffic growth
2015 2016F 2020F
162
80
58
64
36
28 58
3125 …
APAC
EMEA
AMERICAS
Mobile App Downloads
Billions (2015 - 2020F)
Source: AppAnnie presentation at TiA SG 2016
12
Players building an independent Android experience on top of AOSP*
*Android Open Source Project
1 https://www.abiresearch.com/press/4q-2014-smartphone-os-results-android-smartphone-s
OEMs
OS
APP
STORES
APPs /
SERVICES
AOSP
The Android Open-Source Project is based on the open-source parts of Android and
allows anyone to build or customize an Android ROM
13
Indus Android OS for 1st-time smartphone users in India
Source: TechCrunch (http://techcrunch.com/2016/01/18/indus-os-series-a-10-million/)
“If you want proof that
Android is the
operating system of
emerging markets,
look no further than
Indus OS.
The company is
tweaking the Google-
run operating system
to the unique
demands and culture
of India.
Indus OS believes that
one of the primary
problems is
complexity, and it is
retooling Android
accordingly.”
14
App developers use 3rd-party App Stores as an additional channel
Source: MyChat (http://mychat.mysquar.com/)
ANDROID MALWARE
16
Reports of infected Android Apps available in Google Play…
Source: The Register (http://www.theregister.co.uk/2016/04/26/android_malware_whack_a_mole/)
“Security researchers
have discovered a
strain of Android
malware that keeps
finding its way onto
Google Play – despite
the store supposedly
being scrubbed clean
of infiltrated apps..
The software nasty –
Android.Spy.277.origin
– is hidden in more
than 100 applications
on Google Play.”
17
…and in 3rd-party App Stores hurt the reputation of Android
Source: PC World (http://www.pcworld.com/article/3032296/security/android-root-malware-widespread-in-third-party-app-stores.html)
“Four third-party app
stores for Android
have apps with a
malicious
component that seeks
root access to devices,
according to Trend
Micro.
The apps containing
the component were
downloaded across
169 countries between
Jan. 29 and Feb. 1
from marketplaces
called Aptoide,
Mobogenie, mobile9
and 9apps.”
18
So it’s key to have anti-virus and anti-malware platforms…
Source: Aptoide Blog (http://blog.aptoide.com/evolution-of-aptoide-malware-detection-system/)
19
…to block infected apps
Uploads submitted to Aptoide Percentage of infected uploads
Source: Aptoide Blog (http://blog.aptoide.com/evolution-of-aptoide-malware-detection-system/)
A CROWDED APP WORLD
21
Apps dominate when compared to Web
Source: Statista (http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/)
Monthly usage of Apps vs. Web
4Q2012 vs. 4Q2013
22
But how to stand out within 2 Mn Apps?
Source: Statista (http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/)
Apps available for download
June 2016
23
And how to stay in the user’s phone?
Source: Business Insider (http://www.businessinsider.sg/average-number-of-apps-vs-time-spent-2016-5/) & Mary Meeker “Internet Trends”
Monthly App Usage
USA. 4Q2011 - 4Q2015
12 Apps used daily with 3 of them accounting for 80% of App usage
24
Google is exploring streaming Apps into your phone…
Source: The Verge (http://www.theverge.com/2015/11/18/9755890/google-can-now-stream-apps-to-your-phone)
25
…and messenger Apps are exploring bots to add value to the user
Source: Venture Beat (http://venturebeat.com/2016/04/27/zuckerberg-facebook-bots-will-help-businesses-respond-faster-than-with-messaging/)
“…a way to increase the speed and efficacy of
interactions between users and businesses …
…people already message businesses on Facebook, but
need to wait for a reply…
“…we can look at responses businesses give and
automate them [with bots] to help decrease latency.”
Thank you!
Tiago Costa Alves
VP Asia Pacific

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Trends In The Android Ecosystem

  • 1. Trends in the Android ecosystem Echelon - Jun 2016
  • 3. 3 Mobile usage driven by APAC… Source: Mary Meeker (http://www.kpcb.com/internet-trends) Smartphone Users 2005 - 2015
  • 4. 4 …and dominated by two key players Source: Business Insider (http://www.businessinsider.sg/ios-and-android-dominate-marketshare-2016-2/) WW smartphone OS market share 2009 - 2015
  • 5. 5 Google leads in terms of downloads… WW App Downloads 1Q2016. Indexed Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)
  • 6. 6 …but iOS continues to lead in terms of revenue WW App Revenue 1Q2016 Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)
  • 7. 7 Developers in emerging markets think about Android first… Platform priority for Developers by country 2014 Source: VisionMobile (http://www.slideshare.net/andreasc/mobile-megatrends-2014-25-may-2014)
  • 8. 8 …but they have to deal with the challenge of Android fragmentation Source: Business Insider (http://www.businessinsider.sg/android-fragmentation-and-the-effect-on-samsung-sales-2015-8/) Models by Android manufacturer (Aug 2015) How to guarantee compatibility with 20k+ distinct Android devices using 10+ OS versions?
  • 10. 10 3rd-party App Stores already represent half of Google Play downloads 2015 2016F 2020F 80 41 31 166 78 54 35 2724 Mobile App Downloads Billions (2015 - 2020F) … 3rd-party android Source: AppAnnie presentation at TiA SG 2016
  • 11. 11 APAC will drive most of the future traffic growth 2015 2016F 2020F 162 80 58 64 36 28 58 3125 … APAC EMEA AMERICAS Mobile App Downloads Billions (2015 - 2020F) Source: AppAnnie presentation at TiA SG 2016
  • 12. 12 Players building an independent Android experience on top of AOSP* *Android Open Source Project 1 https://www.abiresearch.com/press/4q-2014-smartphone-os-results-android-smartphone-s OEMs OS APP STORES APPs / SERVICES AOSP The Android Open-Source Project is based on the open-source parts of Android and allows anyone to build or customize an Android ROM
  • 13. 13 Indus Android OS for 1st-time smartphone users in India Source: TechCrunch (http://techcrunch.com/2016/01/18/indus-os-series-a-10-million/) “If you want proof that Android is the operating system of emerging markets, look no further than Indus OS. The company is tweaking the Google- run operating system to the unique demands and culture of India. Indus OS believes that one of the primary problems is complexity, and it is retooling Android accordingly.”
  • 14. 14 App developers use 3rd-party App Stores as an additional channel Source: MyChat (http://mychat.mysquar.com/)
  • 16. 16 Reports of infected Android Apps available in Google Play… Source: The Register (http://www.theregister.co.uk/2016/04/26/android_malware_whack_a_mole/) “Security researchers have discovered a strain of Android malware that keeps finding its way onto Google Play – despite the store supposedly being scrubbed clean of infiltrated apps.. The software nasty – Android.Spy.277.origin – is hidden in more than 100 applications on Google Play.”
  • 17. 17 …and in 3rd-party App Stores hurt the reputation of Android Source: PC World (http://www.pcworld.com/article/3032296/security/android-root-malware-widespread-in-third-party-app-stores.html) “Four third-party app stores for Android have apps with a malicious component that seeks root access to devices, according to Trend Micro. The apps containing the component were downloaded across 169 countries between Jan. 29 and Feb. 1 from marketplaces called Aptoide, Mobogenie, mobile9 and 9apps.”
  • 18. 18 So it’s key to have anti-virus and anti-malware platforms… Source: Aptoide Blog (http://blog.aptoide.com/evolution-of-aptoide-malware-detection-system/)
  • 19. 19 …to block infected apps Uploads submitted to Aptoide Percentage of infected uploads Source: Aptoide Blog (http://blog.aptoide.com/evolution-of-aptoide-malware-detection-system/)
  • 20. A CROWDED APP WORLD
  • 21. 21 Apps dominate when compared to Web Source: Statista (http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/) Monthly usage of Apps vs. Web 4Q2012 vs. 4Q2013
  • 22. 22 But how to stand out within 2 Mn Apps? Source: Statista (http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/) Apps available for download June 2016
  • 23. 23 And how to stay in the user’s phone? Source: Business Insider (http://www.businessinsider.sg/average-number-of-apps-vs-time-spent-2016-5/) & Mary Meeker “Internet Trends” Monthly App Usage USA. 4Q2011 - 4Q2015 12 Apps used daily with 3 of them accounting for 80% of App usage
  • 24. 24 Google is exploring streaming Apps into your phone… Source: The Verge (http://www.theverge.com/2015/11/18/9755890/google-can-now-stream-apps-to-your-phone)
  • 25. 25 …and messenger Apps are exploring bots to add value to the user Source: Venture Beat (http://venturebeat.com/2016/04/27/zuckerberg-facebook-bots-will-help-businesses-respond-faster-than-with-messaging/) “…a way to increase the speed and efficacy of interactions between users and businesses … …people already message businesses on Facebook, but need to wait for a reply… “…we can look at responses businesses give and automate them [with bots] to help decrease latency.”
  • 26. Thank you! Tiago Costa Alves VP Asia Pacific