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
Delaware “C” Corporation
Santa Ana, California
San Diego, California
Wilson, Sonsini, Goodrich & Rosati
Palo Alto, California
Company Overview Video
Life at Phunware Video
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.
Hire your ﬁrst employee as if your life depended on it.
Figure out what problem your company solves and prove it with paying
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.
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Mobile Market ShareMobile MythBusting
Android vs. iOS
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.
View Live Feed
You should spend $100K - $150K per application per platform
to be competitive with your peers.
Here are some data points on mobile costs:
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).
HTML5 vs. Native
Write once, run everywhere is a seductive myth. So is HTML5.
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.
CASE STUDY 1
Web centric development thesis, with
strong preference for HTML5
Belief that end user experience deﬁnes
Despite “love” of HTML5, opts for native
apps or native centric hybrid apps
Belief that HTML5 cannot deliver the
best user experience
CASE STUDY 2
NBC Sports / Olympic Games
NBC Universal Sports Network
This is not a native Android app and it shows... slow, jerky animations, and
Powered by Adobe Air :(
Ratings Performance Across Devices
End User Feedback
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
FACEBOOK MOBILE TIMELINE
Cut in Half
02/01/12 05/16/12 05/18/12
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”
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 for HTML5 Development:
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:
7800 Shoal Creek Blvd, Suite 210 W
Austin, Texas 78757
Ofﬁce: (855) 521.8485