phunware.com
Phunware Overview
2
Phunware is the pioneer of Mobile as a Service (MaaS) – the only fully
integrated service...
phunware.com
Corporate Structure
3
As an entrepreneur and mentor, setting up your business always comes back to three main...
phunware.com
Page Title Goes Here
4
Mobile Market ShareMobile MythBusting
phunware.com
Android vs. iOS
5
There are dozens of headlines about the growth of
Android. What these articles and blogs ra...
phunware.com
Budget
6
You should spend $100K - $150K per application per platform
to be competitive with your peers.
Here ...
phunware.com
HTML5 vs. Native
7
Write once, run everywhere is a seductive myth. So is HTML5.
Mobile MythBusting
Consumers ...
CASE STUDIES
phunware.com
CASE STUDY 1
Discovery Communications
9
phunware.com 10
Web centric development thesis, with
strong preference for HTML5
Belief that end user experience defines
mo...
phunware.com
CASE STUDY 2
NBC Sports / Olympic Games
11
phunware.com
NBC Universal Sports Network
12
iOS
Ratings
This is not a native Android app and it shows... slow, jerky anim...
phunware.com
End User Feedback
13
Universally consistent poor ratings and poor
performance across all devices
TV Everywher...
phunware.com
CASE STUDY 3
Facebook
14
phunware.com 15
APP RATING HISTORY
Native HTML5 Re-Launch Native
2010 2011 2012
phunware.com
FACEBOOK MOBILE TIMELINE
16
Native HTML5
Negative
Feedback to
HTML5
S1 Filing
Business
Insider Blog
Posting
S...
phunware.com 17
Maintain free online accounts “as is”
Maintain free mobile web and free mobile app for users accepting a m...
OBSERVATIONS
phunware.com
Phunware Recommended
19
Prioritize user experience over technology ... always
Realize that native apps will o...
phunware.com
Trade Off
20
Getting HTML5 “right” will likely require an investment commensurate with
native development (an...
Corporate Headquarters
7800 Shoal Creek Blvd, Suite 210 W
Austin, Texas 78757
Office: (855) 521.8485
Email: sales@phunware....
Atc cxo final
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Atc cxo final

  1. 1. phunware.com Phunware Overview 2 Phunware is the pioneer of Mobile as a Service (MaaS) – the only fully integrated services platform that enables brands to engage, manage and monetize users on mobile. • 500+ Billion Transactions per Year • 100+ Billion Advertising Transactions per Year • Hundreds of Millions of Videos Served • Tens of Millions of Downloads • Hundreds of Branded Applications Launched • #1 Globally in Multiple Categories • 150+ Employees Founded February 2009 Structure Delaware “C” Corporation Headquarters Austin, Texas Offices Irvine, California Santa Ana, California San Diego, California Rockville, Maryland Legal Wilson, Sonsini, Goodrich & Rosati Palo Alto, California Company Overview Video phunware.com/company Life at Phunware Video phunware.com/company/careers
  2. 2. phunware.com Corporate Structure 3 As an entrepreneur and mentor, setting up your business always comes back to three main things: how do you structure, how do you finance and how do you scale. Startup Advice Hire your first employee as if your life depended on it. Figure out what problem your company solves and prove it with paying customers. Select a financing approach that is consistent with your business goals. You have to know early on if you will self-fund or choose third party financing. Read Alan’s WSJ blog on choosing the right corporate structure.
  3. 3. phunware.com Page Title Goes Here 4 Mobile Market ShareMobile MythBusting
  4. 4. phunware.com Android vs. iOS 5 There are dozens of headlines about the growth of Android. What these articles and blogs rarely cover is how these platforms compare in terms of engagement. Using data from our customer, E! Online, we see that the engagement relationship is inverse. iOS is winning. Engagement is one of the core metrics of mobile. As an industry, we have moved beyond downloads as the primary measuring stick; research shows that one-third of all applications are used only once. Mobile MythBusting View Live Feed
  5. 5. phunware.com Budget 6 You should spend $100K - $150K per application per platform to be competitive with your peers. Here are some data points on mobile costs: Mobile MythBusting Within our premium portfolio, we see professional sports organizations spending more than $1M on mobile application portfolios. Our average services engagement is $450K - $500K for a single mobile application portfolio on iOS and Android. Mobile scale is not dissimilar to online scale; real investment is required to do things “right.” Mobile is fluid. Brands must budget for the full lifecycle of an application, including launch, roadmap evolution and retirement (if needed).
  6. 6. phunware.com HTML5 vs. Native 7 Write once, run everywhere is a seductive myth. So is HTML5. Mobile MythBusting Consumers use 80% applications and 20% mobile web. Native is the gold standard. Users and advertisers prefer the greater tracking, speed and sophistication of native. Prioritize user experience over technology. Native applications outperform web applications on the same hardware. Allow the desired feature set to dictate the underlying technology selections. Best Practices for Mobile Development.
  7. 7. CASE STUDIES
  8. 8. phunware.com CASE STUDY 1 Discovery Communications 9
  9. 9. phunware.com 10 Web centric development thesis, with strong preference for HTML5 Belief that end user experience defines mobile success Despite “love” of HTML5, opts for native apps or native centric hybrid apps Belief that HTML5 cannot deliver the best user experience HTML5Native Hybrid
  10. 10. phunware.com CASE STUDY 2 NBC Sports / Olympic Games 11
  11. 11. phunware.com NBC Universal Sports Network 12 iOS Ratings This is not a native Android app and it shows... slow, jerky animations, and crashes. Powered by Adobe Air :( Ratings Performance Across Devices
  12. 12. phunware.com End User Feedback 13 Universally consistent poor ratings and poor performance across all devices TV Everywhere authentication missing Users willing, but unable, to pay for content Slow, unstable and buggy experience “Write once, run everywhere” platform failure Ratings Performance Across Devices
  13. 13. phunware.com CASE STUDY 3 Facebook 14
  14. 14. phunware.com 15 APP RATING HISTORY Native HTML5 Re-Launch Native 2010 2011 2012
  15. 15. phunware.com FACEBOOK MOBILE TIMELINE 16 Native HTML5 Negative Feedback to HTML5 S1 Filing Business Insider Blog Posting S1 Amendment IPO Share Price Cut in Half Instagram Acquisition Backtrack to Native Facebook Native Photo What’s Next? 05/11/10 10/11/11 11/01/11 05/09/12 02/01/12 05/16/12 05/18/12 08/31/12 09/06/12 07/25/12 08/23/12
  16. 16. phunware.com 17 Maintain free online accounts “as is” Maintain free mobile web and free mobile app for users accepting a minimum number of Sponsored Stories and ads Charge $4.99 per year for ad-free mobile web access and charge $9.99 per year for ad-free mobile app access Allow any user not selecting from these access options to leave Facebook MONETIZATION SOLUTION FOR FACEBOOK “Back To A $100B Valuation In 3 Months”
  17. 17. OBSERVATIONS
  18. 18. phunware.com Phunware Recommended 19 Prioritize user experience over technology ... always Realize that native apps will outperform web apps on the same hardware ... always Allow the desired feature set to dictate the underlying technology selections ... always Leverage HTML5 in non-core areas, but also understand that it's use is crucial to search based web discoverability ... always Select app solutions that are right for your brand, users and budget, but clearly understand the underlying consequences of your choices ... always Best Practices Best Practices for HTML5 Development:
  19. 19. phunware.com Trade Off 20 Getting HTML5 “right” will likely require an investment commensurate with native development (and may still never work) The more complicated the feature set, the less likely that your HTML5 deployment will be useable or successful (OK for simple things) HTML5 is evolving, but still lacks optimizations available for native components (don't be religious about technology) “Write once, run everywhere” actually equals “average everywhere and exceptional nowhere” (equates to the least common denominator of the worst possible platform) Cost vs. Functionality Cost vs. Functionality:
  20. 20. Corporate Headquarters 7800 Shoal Creek Blvd, Suite 210 W Austin, Texas 78757 Office: (855) 521.8485 Email: sales@phunware.com www.phunware.com

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