droidcon2013 commercialsuccess rannenberg
TRANSCRIPT
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Android and the Commercial Success
- Why iOS is still ahead and how Android can improve?
Gökhan Bal
Christian Kahl
Ralf Strobel
Prof. Dr. Kai Rannenberg
Deutsche Telekom
Chair of Mobile Business & Multilateral Security
Goethe University Frankfurt a. M.
www.m-chair.net
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Agenda
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The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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Agenda
3
The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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The Status Quo: Android vs. iOS More Smartphones…
4
Number of smartphones sold to end users worldwide from 2007 - 2012
Sales in million units
139.29172.38
296.65
472.00
674.90
122.32
0.00
100.00
200.00
300.00
400.00
500.00
600.00
700.00
800.00
2007 2008 2009 2010 2011 2012
www.statista.com/statistics/12856/number-of-smartphones-sold-to-end-users-worldwide-since-2007/
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The Status Quo: Android vs. iOS …and more Apps
5
Number of mobile app downloads worldwide from 2009 - 2016
Number of app downloads in millions
4,507.00
21,646.00 24,936.00
45,617.00
81,422.00
131,695.00
309,606.00
2,516.00
0.00
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
350,000.00
2009 2010 2011 2012* 2013* 2014* 2015* 2016*
www.statista.com/statistics/76684/number-of-mobile-app-downloads-by-2013/
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The Status Quo: Android vs. iOS Android vs. iOS Market Share
Android market share increased rapidly.
Android has overtaken iOS already in Q2‘10.
6 www.statista.com/statistics/74592/quarterly-worldwide-smartphone-sales-by-operating-system-since-2009/
Global smartphone sales to end users 2009 - 2012, by OS
Sales in million units
0,00
50,00
100,00
150,00
200,00
250,00
Q1 '09 Q2 '09 Q3 '09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12
Android iOS Others
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Agenda
7
The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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The Problem: iOS is still ahead Revenues
Android vs. iOS App revenue
iOS still far ahead regarding commercial success of apps
8 http://techcrunch.com/2013/01/30/japan-south-korea-led-google-play-app-to-revenue-to-double-from-q3-to-q4-2012-but-apple-still-revenue-leader/
http://www.insidemobileapps.com/2012/03/30/google-play-delivers-a-quarter-of-the-revenues-apple-and-amazon-do-says-flurry/
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The Problem: iOS is still ahead Possible Reasons (1)
Compatibility (Too?) many updates/changes in Android OS
Market for Android devices and OS more fragmented than for iOS
Difficulties for developers
Android app development requires more resources (time,
money, etc.).
Commercially promising apps rather developed for iOS
Usability and user relations Unified design in iOS (Apps look and feel more similar)
Usability on Android also depends on Android OS version
‘Beauty and Impressiveness’ of iOS Apps
iOS users rather like to impress their peers
9 http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-
over-android-2012-7#ixzz2OAlMgc7A www.stuarthughes.com/newdawn/product_info.php?products_id=113
iphone 4S Elite Gold 'The worlds most
expensive Phone'
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The Problem: iOS is still ahead Possible Reasons (2)
10
© 2011 Hunch Inc.
http://blog.hunch.com/?p=51781
http://t3n.de/news/android-vs-ios-duell-
zahlen-infografik-326152/
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The Problem: iOS is still ahead Possible Reasons (2a)
www.engadget.com/2010/12/01/computer-engineer-barbie-now-available-and-her-phones-been-upg 11
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The Problem: iOS is still ahead Possible Reasons (3)
The “Band-Aid” Effect “There’s an app for that.” Apple has a reputation for
making apps
“The iPhone is synonymous with apps – plain and simple.” http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
iPhone users are rather early adaptors, interested in new
possibilities
(many casual smartphone users use Android devices).
“If you are going to be on one platform, you want to be where
the early adopters are.“ http://www.businessinsider.com/app-design-company-director-all-of-
our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
Easier to market (?!) Developers can build on Apple ‘s
reputation
Many apps developed for iOS first
12 http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
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The Problem: iOS is still ahead Possible Reasons (4)
Purchasing iTunes fully integrated in iOS (seamless purchasing process)
Payment information usually already provided in iTunes
account
In Android, payment information is provided during checkout
iPhone users willing to spend more money
Store Reputation iOS has better store reputation.
Strict review process vs. open source approach https://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf
13 http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
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The Problem: iOS is still ahead
What can be Android’s
competitive advantage?
14 http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
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Agenda
15
The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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Privacy Excursus
Privacy?!
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Privacy Excursus Problems regarding privacy
Current smartphone platforms and app market places do not provide users an
appropriate level of transparency regarding smartphone applications’ sensitive
information processing activities.
Often, users are not aware that sensitive resources have been accessed and
processed by applications.
This leads to a biased conception of how smartphone application usage
impacts users’ privacy.
Privacy principles such as informational self-determination, transparency, and
user control are violated.
37% of people who don’t use a smartphone, explain their refusal with a lack of
trust in smartphone devices1.
17
1BMELV 2012, Sicherheit und Datenschutz bei Smartphones, Hintergrundpapier zur
Verbraucherumfrage vom Mai 2012. Bundesministerium für Ernährung, Landwirtschaft und
Verbraucherschutz / Federal Ministry of Food, Agriculture and Consumer Protection
(Germany).
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Privacy Excursus Problems regarding privacy (2)
… static,
… coarse-grained,
… timed inappropriately,
… ignored largely,
… not an effective measure
to inform users about
individual privacy risks of
apps.
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Current privacy information is …
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Agenda
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The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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Agenda
20
The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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How Android can improve Solution Approach
Transparency and privacy as a competitive
advantage for Android
Android users are more privacy aware.1
Transparency regarding access/usage of
personal data by particular apps is important
Transparency increases trust in an app (Which data is
used? How is data used?)
Creates added value of an app for privacy aware users
Added value could be monetised (e.g. User pays for
transparency; User pays with money or with personal
data for app)
How to further use this as a competitive
advantage? 21 1https://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf
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Agenda
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The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Conclusion & Outlook
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Solution Concept Communicate Privacy(-impacting) behaviour
23
Inform about privacy-impacting behaviour patterns1 of
apps instead of static permissions!
Information about how an app actually behaves on the
user‘s device
E.g. what sensitive resources does it access? When?
How frequent? What information can be extracted
about the user?
How does the developer use the information?
1BAL, G. 2012. Revealing Privacy-Impacting Behavior Patterns of Smartphone Applications. MoST
2012 - Proceedings of the Mobile Security Technologies Workshop 2012.
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Agenda
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The Status Quo: Android vs. iOS
The Problem: iOS is still ahead
Privacy Excursus
How Android can improve
Solution Approach
Solution Concept
Solution Elements
Local Runtime Privacy Information
Privacy score for apps in app markets
Trust-enhanced app discovery
Conclusion & Outlook
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Solution Elements 1. Local Runtime Privacy Information
1) Monitoring and analysis of app behaviour,
2) Notification when app matches a pattern
(“unlock” of privacy information).
3) Information about app behaviour
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Runtime
notification
Details about
unlocked
information
Information about
new “unlock”
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Solution Elements 1. Local Runtime Privacy Information
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More details:
What is unlocked?
More details: How
did app unlock?
3) Information about app behaviour
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Solution Elements 1. Local Runtime Privacy Information
3) Information about app behaviour
4) Possibility to give feedback
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More details:
Relevant excerpts
of Privacy Policy
Feedback
mechanism
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Solution Elements 2. Privacy score for apps in app markets
Calculating a privacy score based on the users’
app-behaviour ratings (crowdsourcing).
Visualization of the privacy score for apps.
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Solution Elements 3. Trust-enhanced app discovery
App behaviour profile
impacts search result
order.
Additional visual indicator
for apps’ privacy behaviour
profile.
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What you can do already now
Be transparent.
Inform users why you need access to privacy
sensitive resources.
Tell them what you do with their
information.
Keep the number of permissions small.
Check if you really need all permissions.
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Conclusion & Outlook
Enhance user trust into the app ecosystem
Provide useful privacy information about individual
apps covering the phases of app discovery, installation
and usage
Usage of crowdsourcing to rate privacy-invasiveness of
apps
Who could run the market?
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Deutsche Telekom Chair of
Mobile Business & Multilateral Security
Prof. Dr. Kai Rannenberg
Chair of Mobile Business & Multilateral Security
Goethe University Frankfurt
www.m-chair.net
@mchair
Thank You!
Prof. Dr. Kai Rannenberg Christian Kahl Ralf Strobel