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Current Trends in
Mobile Applications
Prof Janet Wesson and Bradley van TonderDepartment of Computing Sciences16 March 2011
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Overview
• Mobile applications• Location-Based Services• Augmented Reality• Mobile Web Apps• The Mobile Cloud• Near-Field Communication• Monetisation Strategies• Looking Forward
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Mobile Applications• Global mobile app industry worth approximately
$2.2 billion USD in 2010.• 8 billion mobile apps were downloaded in 2010:
• 5.6 billion for iPhone/iPad• Competitor app stores’ market shares dramatically
increasing
• Popular app types vary depending on platform:• E.g. Games represent 52% of iPhone market, but only
29% on Blackberry
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Store2009 2010
GrowthRevenue Share Revenue Share
Apple App Store $769 92.8% $1,782 82.7% 131.9%
BlackBerry App World $36 4.3% $165 7.7% 360.3%
Noka Ovi Store $13 1.5% $105 4.9% 719.4%
Google Android Market $11 1.3% $102 4.7% 861.5%
Total $828 100% $2,155 100% 160.2%
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South Africa• There are more mobile phones than people in
South Africa.• In South Africa, 57% of mobile web users only
access the Internet on their phones.• South Africa still responsible for a tiny fraction of
mobile app buyers and developers.
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Location-Based Services• 79.9% of phones equipped with GPS by end of
20111.
• Time is just as important as location:• Streaming of real time content improves on static content• E.g. Current traffic conditions
• Location-based search:• Apps, tweets, multimedia and people near my current
location
• Personalisation:• Important to avoid information overload
• Other applications:• Social networking• Gaming 5
1 www.isuppli.com
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Augmented Reality• Overlay virtual content on the real
world.• Enabled by improvements in mobile
sensor technology:• GPS positioning • Digital compasses • Accelerometers and gyroscopes
• Application examples:• POIs, restaurant reviews, advertising
• Augmented reality platforms allow for customisation and extension:• Wikitude• Layar 6
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Fragmentation• Fragmentation across platforms:
• iPhone• Android• Windows Phone• Blackberry
• Fragmentation within platforms:• Handset maker modifications• Network operator modifications• Different firmware versions (e.g. Android 2.1, 2.2, 2.3…)• Different device hardware capabilities
• The result: a testing and development nightmare!• Web apps represent a partial solution.
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The Mobile Web• Native apps vs. mobile apps:
• Does your application require access to native data, hardware (e.g. sensors or camera) or multitasking?
• What monetisation strategy are you using?
• The Trojan Horse:• App is little more than a wrapper for mobile website• No need to download updates• Addresses fragmentation
• HTML 5:• Allows for improved integration of multimedia content• Driving improved mobile web applications
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The Mobile Cloud• Constant Internet connectivity• No more static content• Data storage in the cloud• Cross-platform solution• Applications:
• Email• Instant messaging• Multimedia• Document storage and sharing• Maps
• Problematic in South Africa where data costs are still high
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Near-Field Communication (NFC)• Very short-range wireless technology (< 4cm).• Initiator powers a passive target• NFC-equipped phones already shipping:
• Samsung Nexus S• Possibly iPhone 5
• Applications:• Peer to peer:
• Setup Bluetooth or Wi-Fi connection• Payment and ticketing:
• Payments via debit/credit card• Mobile ticketing (public transport, sports matches,
concerts)
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Monetisation Strategies• More than one way to make money from mobile
apps• Direct methods:
• App stores – pay to download• Credit card• Operator billing – deducts from airtime balance/debits
account• In app purchases• Advertising • Free demo – pay to upgrade• Subscription model (suited to digital content)
• Indirect methods:• Brand extension• Service provision (e.g. eBay app) 11
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Mobile Advertising• Currently many apps use simple
banner ads in free versions:• Very low click-through rates
• Mobile advertising likely to become increasingly intrusive
• Increasing use of multimedia to attract attention
• Real-time bid advertising:• Mining of user activity data• Algorithms used to automatically target
specific types of customers• Advertising therefore (in theory) reaches
the target audience12
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Mobile App Usage• Research shows that most
downloaded apps are deleted the same day:• Many more are only used the first few
days
• Improving user/customer retention:• Push notifications – apps are opened
228% more• Releasing updated versions
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Other Miscellaneous Trends• 3D Mobile Displays (without glasses)• App store changes:
• Operator/handset manufacturer app stores• 3rd party app stores (e.g. Amazon Android app store)• Cross-platform app stores (e.g. GetJar.com)
• Improvements in the mobile web:• Greater interactivity• Blurring of lines between native apps and web apps
• Mobile money transfer• Mobile banking
• Security
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Mobile Applications – The Future• Global mobile app industry predicted to be worth
$25 billion USD in 2014.• Android expected to challenge Apple app market
dominance in next few years.• South African smartphone market predicted to
grow:• Enabling greater demand for mobile apps• Greater need for locally relevant apps
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Any questions?• Email:
• [email protected]• [email protected]
• Thank you for your attention.
“1 in 10 [survey respondents] said they’d rather lose their mother-in-law than their cell phone.” -
Leger Marketing
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