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Environmental consumer labelling for Mobile App’s
Graham Cruickshanks / James PartonNovember 2010
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Environmental consumer labelling is well established
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Our collective current challenge
• Mobile data and apps are mysterious and potentially scary for mass market consumers
• The mobile industry’s current messages have negative overtones – caps, per Mb charging, rules, policies, quality of service, jargon
• The mobile networks are under stress• Developers need support & education to write
efficient mobile apps
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The idea
• Create a clear & simple consumer labelling scheme for mobile apps
• This would measure & rate the efficiency of a mobile app– Use of handset resources like battery, memory, etc– Use of network resources like data consumption
• Informs the consumer at point of purchase
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The benefitsWho Benefit
Consumers Informs, reducing barriers to entry
Operators Highlights the need for network friendly apps, helps tackle demand on the networks
Developers Provides framework to improve consumer sentiment & sales
App Store Owners
Improves point of sale information, opens the market to new customers
All Bigger market opportunity, increased trust and transparency
Environment Efficient apps = reduced resource consumption
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Related activity
• GSMA to benchmark Operators network energy efficiency– http://www.gsmworld.com/our-work/mobile_plan
et/energy_efficiency.htm• Mobile’s green manifesto– http://www.gsmworld.com/our-work/mobile_plan
et/mobile_environment/green_manifesto.htm
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Thank You
@Cruick@jamesparton
www.ibegyourparton.co.uk