Mobile Apps - tactic or strategy?
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Apps – Tactic or Strategy?
Simon Andrews
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Mary Meeker – Morgan Stanley – April 2010
“Rapid Ramp of Mobile Internet usage will be a boon
to consumers &some companies will likely win
big (potentially very big)while many will wonder what
just happened”
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Mobile to evolve like online?
“ OK we need a website ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
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Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
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Mobile to evolve like online?
“ OK we need a website ”
“ We need traffic – lets
advertise online ”
“ We need to be strategic about
online ”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
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Businesses cannot riskbeing slow with mobile
“ OK we need a website”
“ We need traffic – lets
advertise online”
“ We need to be strategic about
online”
1995 - 1999 2000 - 2005 2006 - 2009
MillionsOnline
350mOnline1999
400m+Smartphones2010
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However….
Only 8% of Fortune 1000 businesses have a mobile strategy
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(2005)What we need is a
viral
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(2010) What we need
is an iphone app
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Morgan Stanley believe each computing cycle is 10 times bigger than the last
So mobile web is potentially 10 times bigger than the PC internet
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“The new rule. Mobile First”
• Eric Schmidt – Google
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“We found out that we were the largest [mobile
company] in the world measured by revenue. So yes, you should look at
Apple as a mobile device company,"
Tim Cook – COO Apple
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Facebook have 100m
mobile users & talk of
reaching billions…
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Comscore data shows that mobile is mass
marketHigher on chart = more female
Further to right = older
Size of bubbles = # of users
28 29 30 31 32 33 34 3533%
35%
37%
39%
41%
43%
45%
47%
49%
Browsed
Mobile Media
Purchased Ringtone
Unlimited Data Plans
Played GamesSocial Networking
Used App
Purchased Game
Made Own Ringtone
Listened To Music
Ringback
Demographics of Mobile Media Activities
Median Age
% F
emal
e
Product: MobiLens
Data: Three month average ending January 10
Country: UK- N= 15,824
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http://www.flickr.com/photos/rhinman/
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Date Available apps Downloads to date
July 11, 2008[14] 500 0
July 14, 2008[11] 800 10,000,000
September 9, 2008[15] 3,000 100,000,000
October 22, 2008[16] 7,500 200,000,000
December 5, 2008[citation needed] 10,000 300,000,000
January 16, 2009[12] 15,000 500,000,000
March 17, 2009[citation needed] 25,000 800,000,000
April 23, 2009[13] 35,000 1,000,000,000
June 8, 2009[17] 50,000 1,000,000,000+
July 11, 2009[citation needed] 55,000 1,000,000,000+
July 14, 2009[18] 65,000 1,500,000,000
September 9, 2009 75,000 1,800,000,000
September 28, 2009[19][20] 85,000 2,000,000,000
November 4, 2009[21][22] 100,000 2,000,000,000+
January 5, 2010[23][24] 100,000+ 3,000,000,000+
March 20, 2010[25] 150,000+ 3,000,000,000+
April 8, 2010[3] 185,000+ 4,000,000,000+
http:
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And the rest…Store Available apps Downloads
Ovi 2500 10m
RIM ( Blackberry) 2000 unknown
Android 42000 unknown
Get Jar 53000 600 million
windows 376 unknown
http://en.wikipedia.org/wiki/List_of_digital_distribution_platforms_for_mobile_devices
Plus LG, Samsung, Vodafone and many others….
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Operators are reacting to consumer demand
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TouchTouch
Movement
Location
Voice
Eyes
Ears
Apps can be really rich experiences
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To the user these are all apps
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But not all of them are….
Bookmarkfor web sites
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Our view
• An app is the way to get content and services on a smartphone
• Whether that is coded in Cocoa or HTML5 doesn’t matter
• Whether its an app or browser or blended doesn’t matter
• What matters is that the experience works – and ideally delights
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addictive ideas
Solving Businessproblems
by Solving Customerproblems
Focused on mobileSupported by other digital channels
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Smart brands go multi platform
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And integrate with online
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Everything you would expect
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And something you don’t
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Users demand a full service
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The idea of the fixed phone bemuses kids
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The idea of the fixed web will soon seem equally weird
The mobile web opens up new situationsfor business to connect with their customers
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5 things to remember
1. Think about mobile strategically2. You must have a mobile friendly
site/landing page3. Is mobile search turned on or off?4. Its not just about iPhone - but do
iPhone first and optimise5. Remember the browser and blend& Consider whether you need expert
advice
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Sign up for Mobile Fix
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www.addictivemobile.com
@addictivemobile