Download - iPhone Apps - What, how, why?
iPhoneAPPS. What, how, why?
Response Structure.
o Background and context. - iPhone consumer adoption and the App Store Launch - Don’t forget the iTouch (and others)
o Start of the App Economy? - Some numbers and 20 types of App (plus the people that download them) - App design and longevity - Apps and marketing
o What are the opportunities? - Ideas and approaches
#1
BACKGROUNDand context.
Steve Jobs unveiled the iPhone on the January 2007...
...to the delight of Apple devotees and predictions of failure from the mobile industry and the usual suspects.
“There’s no chance the
iPhone is going to get
any significant market
share. No chance.”
Steve Ballmer, MSFT CEO 2007
The original iPhone was made available in the UK, France, and Germany in November
2007 by which time it had sold a very respectable 1m units.
A NEW GEAR.
10th April 2008The App Store Launches.
Downloadable programmes for the iPhone & iPod Touch.
11th April 2008The iPhone 3G Launches.
GPS and faster data
AOL*
NTT docomo i-mode
iPhone + iTouch Netscape*
10
20
30
40
50
60
Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19
Quarters Since Launch
Su
bsc
ribe
rs (
MM
)
iPhone + iTouch NTT docomo i-mode AOL Netscape
Desktop Internet
v 2.0 Launched 9/94
Mobile Internet
Launched 6/99
Mobile Internet
Launched 6/07
~57MM
~25MM
~7MM
Desktop Internet
Launched 12/94
~11MM
Source: Mary M
eeker, Morgan Stanley, “Econom
y + Internet Trends”, October 2009; Neilsen Global M
obile – Strategies for Growth
3G, App store & supply problems
And the trend continued with the 3GS launch day in 2009 recording AT&T’s “best ever day’s sales”.
Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
Sept 09 Dec 09 Point Change
42.6% 41.6% -1.0
24.1% 25.3% 1.2
19.0% 18.0% -1.0
8.3% 6.1% -2.2
2.5%
RIM
Apple
Microsoft
Palm
Google 5.2% 2.7
Top Smartphone PlatformsTotal US Age 13+
Source: comScore M
obileens
Apple is now encroaching upon Nokia’s market leadership in terms of handset sales and moving to dominate the consumer Smartphone market.
July 2009 January 2010
37%iPod
touch63%
iPhone
43%iPod
touch 57%iPhone
The iPod touch, the stealth device for iPhone OS, will be the best-selling model for the platform in 2010, if it isn’t already, and it probably is.
Source: Apple Blog
iPod Touch sales increasing at 108% while iPhone sales are increasing at 61%.
And now there are new platforms for Apple Apps.
But a question remains over how widely the
iPad will be adopted?
So we must remember that iPhones (and even Apples) are not the only fruit.
Source: ComScore
The alliance, which includes Vodafone, China Mobile and Sprint, has access to more
than three billion customers.
Looking to reclaim the initiative from Apple and Google – an
attempt by operators to “regain control of apps”.
Wholesale Applications Community launched at Mobile World Congress,
Barcelona on 15 February 2010.
#2
Who is buying them?
Source: ComScore data for EU5 countries
for mobile media users.
For mobile games the median age is
The average person in the eurozone
apps over the lifetime of their iPhone,
Source: ComScore data for EU5 countries
months on and the hype continues.
From saving lives...
...to creating
them.
So
“There is an app for pretty much everything.”
In 20 categories,Paid or Free.
A profit of between
$12,000 and $22,000 a day.o To get into the Top 25 with a free game, you’ll need to average more than 10,000 downloads per day.
o A Top 10 free app will average more than 20,000 downloads a day.
o To be in the top 100 free games in a gaming category like Family Games, you’ll still need to average more than 2,000 downloads per day.
54% of free
apps have fewer than 1,000 users so they can’t sell advertising or make money.
What makes a successful app?
Experience & entertainment
Originality or niche appeal
Utility &functionality
ContentEvolution
or longevity
- Does it solve a unique problem?- Does it appeal to a specific niche audience need?- Is it new, innovative or significantly enhancing an exisiting idea?
- Does the content have lasting appeal as a reference tool?- Does the content or experience update or evolve over time?- Can content be added to or improved through user or community interaction?
- Is it designed to make the most out of the hardware and software?- Is it useable, useful and delightful?- Is it quick and easy to understand, navigate and use?Does it offer something a website or desktop app cannot?
- Is it playable or engaging?- Does it make people laugh or give people access to great content?- Does it have a polished look and feel and great experience?
How often are they used? On average for about 30 days.
Books
Weather
Lifestyle
Games
EntertainmentMedical
SocialNetworking
Reference News
Navigation
Productivity
Travel
Utilities
Finance
Music Business
EducationSports
Health & Fitness
14
10.5
7
3.5
0
0% 12.5% 25% 37.5% 50%
Fre
qu
ency
of
use
per
wee
k
Retention over 90 daysSource: Flurry
Apps and marketing.
It all began with an Cannes award winning pint.
It was free, new and made entertaining use of the unique technology features of the iPhone for £70k.And it is still the most downloaded app in the UK. (it was also a branded copy of an exisiting iBeer App)
Barclaycard Waterslide extremeFree iPhone game. Within the first week of hitting the iTunes store, the game rapidly rose to the NUMBER 1 FREE APP IN 57 COUNTRIES and had 2 million downloads. 12 days after launch, it hit 3 MILLION downloads and was still in number 1 spot in all 57 countries making it the most successful free branded advertising game ever to hit the iTunes store.
Just some of the apps on the brand wagon...
Kelloggs – My special KWalkers Flavour Race Tesco – Tesco Finder, Tesco Wine FinderCoke – Spin the Coke, Magic Coke bottleNestle (Japan) Nescafe ChargeUnilever Ola (Walls ice cream) Netherlands Kleenex Lotion Tissue FEELAudi, VW, BMW, ToyotaAbsolut – DrinkspirationCharmin (USA) – Sit or SquatBA – Flight InfoNike – True City, NikeiDAdidas – Urban Art, Outlet FinderMen’s Health – Workouts MasterCard – ATM HunterKodak – GalleryHP – iPrint PhotoBritish Gas – Meter Read
Spin the Coke & Coke Cheers NikeID & Football+ Master Control
Walkers Flavour Race My Special K diet planner
From games and gimmicks to utilities.
#3
What are theOPPORTUNITIES?
“The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing.
[Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”*
Social Periphery*Rob Diana
Physical objects in intelligent
environments
Brands as the filter and the enabler.
Ideas must be “good enough to share”
On is off/Off is onas physical and
digital worlds fuse
Social networks
Blogs, UGC & niche sites
Global Services and Communities
Communities & forumsRFID &
NearField
Barcodes, QR codes and markers
Local networks of sensors and devices
GPS, location & bespoke
sensors
Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision)
Mobile & mixed media applications/tools
Social Periphery & Mobile Social Networks
Context & Location as filter
Content & relationships
as intelligence
by David J. Carr davidjcarr.wordpress.comBased on Nokia’s Mobile Gateway & Jyri Engestrom
Helping us plan for now and what’s next.
Outside the brand app bubble:Playful location-based social periphery & networking tools.
Big brands and entertainment properties using the Foursquare platform.
Augmented reality moving beyond
marketing gimmick.
What services and content can we deliver at the
content/context cross-section?
Chain-wide localised, product-specific and cost effective marketing when the inventory in more than 70 Adidas Outlet Stores varies from store to store – and so do the special offers. Or Tesco porting its Clubcard to phones and starting to make them smarter.
The foundations of any approach:
Can we extend our usage beyond the average of 3 months?
Can we create something that is“good enough to share”?
Can we connect people with each other people & a worthy cause?