Environmental consumer labelling for Mobile App’s

Graham Cruickshanks / James PartonNovember 2010

Environmental consumer labelling is well established

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

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

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

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

Thank You

@Cruick@jamesparton

www.ibegyourparton.co.uk