APP-­‐cessorizing  Everything  October  2013  

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Appcessorize  Everything!    

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Images  courtesy  of  Thomas  Crampton,  SCMP,  China  Daily,  Philly.com,  engadget.com  

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Mobile  is  the  biggest  revolu7on  in  compu7ng  

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So:ware  is  ea7ng  the  world  

Market  Cap  Change  in  5  Years  in  US$  B    

+ 4

- 38

+ 427

- 106

+ 71

- 1 - 7

+ 1

-1.5

+2.5 + 73

- 78

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So:ware  is  the  New  Rock’n’roll  

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The  APP-­‐ifica7on  of  So:ware  

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APP  =  Music  

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DEVICE  =  Audience  

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DEVELOPER  =  Band  

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API  =  Instrument  

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No  Instrument  =  No  Music  

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No  API’s  =  No  Apps  

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APPs  are  ea7ng  so:ware  are  ea7ng  the  world  

Courtesy  of  Steven  WillmoT  @  3Scale  

APPs

Sofware World

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$212  

$43  

$30  

$95  

$0  

$50  

$100  

$150  

$200  

$250  

$300  

$350  

$400  

Forrester  &  Exicon  Es3mates  

Total  $380  billion  

$19    billion  

5%  dedicated  to  Mobile  

2011  

Total  $693  billion  

2013  

$235  

$132  

$72  

$22  

$76  

$156  

$0  

$300  

$600  

IT  Services  Strategy  &  other  Services  

IT  Applica7on  Outsourcing  

Applica7on  Management  

Applica7on  Hos7ng  

So:ware  Custom  build  

So:ware  Applica7on  Development  

10%  dedicated  to  Mobile  

“By  2017  CMOs  will  be  purchasing  more  technology  than  their  CIOs”    (Source:  McKinsey)  

Explosive  growth  of  Apps  

$69    billion  

2013  

Mobile  

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Apps  on  mobile  con7nues  to  be  the  main  source  of  Usage  

27%  

13%  

73%  

87%  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

80%  

90%  

100%  

Aug-­‐10   Feb-­‐11   Sep-­‐11   Apr-­‐12   Oct-­‐12   May-­‐13  

App  Usage  con7nues  to  

grow  

%  Share  of  monthly  usage  on  mobiles  (US)  

Source:  Nielsen  

App  

Web  

•  Top  apps  change  significantly  every  90  days.  

•  Average  User  has    41  apps  

•  Average  Time  accessing  the  internet  through  mobile58  mins  per  day  

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0"

50"

100"

150"

200"

250"

Problem:  as  Apps  mul7ply,  so  does  complexity    US$  1  M  Investment  per  app  

1  App  across  2  pla_orms  in  6  countries  

Num

ber  o

f  App

s  

Applica7on  Diversity  

Number  of  Placor

ms  

Automo8ve  Industrial   Media  Hotels  

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Proven  track  record  with  leading  rela7onships  

1,500  Connec8ons  Between  Development  Houses  and  OEMs,  Enterprises,  Brands  globally  

10,000  Successful  Enterprise  applica8ons  For  benchmarking  and  compe88ve  analysis  

3,000  Development  partners  On  every  con8nents  for  a  beTer  worldwide  integra8on  

60  Markets  With  developers,  content  and  exper8se  

1,800  Ac8ve  Live  APIs  For  your  discovery  

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Pain  Points  Mul7ple  Partners  

Tracking    &    

Performance  

Distribu7on    &  

Engagement  

Collabora7on  across  Teams  &  Partners?  

Adapt  needs?  

Compe77on?  

The  right  developer?  

Mul7ple  Apps  

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It  all  starts  with  1  app…..usually  on  iOS  

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Investment  in  app  

US$  100K    For  a  unique  app  for  a  specific  pla_orm    •  US$  60-­‐80K  for  development    •  The  rest  is  a  combina8on  of  design,  images,  screenshots,  videos,  

content,  descrip8ons,  management  8me  etc  

EXCLUDES  marke3ng,  promo3on  and  enhancements.    

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On  another  placorm  

+  60-­‐150%  

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Extend  the  success  into  other  markets  

+  US$  60K    per  country/language  

•  US$  30-­‐50K  per  app  •  With  the  rest  being  for  addi8onal  8me,  images,  contracts  

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Total  Investment  so  far  

US$  900K  

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How  about  Maintenance  and  support  

10-­‐20%  of  your  app  investment  

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Total  investment  in  PUBLIC  apps  

 

US$  1.1M    •  (excl.  Marke8ng,  Promo8on  &  Distribu8on  •  (excl.  Applica8on  Enhancements  and  Op8miza8on)  

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A  collabora7ve  Overview  for  all  apps,  metrics  and  insights  

ARM  Dashboard  

Minimizing  Duplica8on  (Collabora7on  Across  Teams)  

Accelera8ng  8me  to  market  (Adapt  Needs)  

Op8mizing  your  resources  (Collabora7on  Across  Teams)  

Increasing  Adop8on  and  discoverability  (Distribu7on  &  Engagement)  

Tracking  the  right  metrics  (Tracking  &  Compe77on)  

 All  for  less  than  1%  of  your  ini7al  investment  

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How  many  apps  do  you  have?  

 hTp://www.exiconglobal.com/app-­‐directory/)    

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CO-­‐FOUNDER  &  CEO  Stefan  Rust  stefan@excionglobal.com  

Transforming business by Application

WEBSITE  www.exiconglobal.com    IDEAS  TO  APP  i2a.exiconglobal.com