Mobile Apps in the Marketplace Mobile Technology Association of - - PowerPoint PPT Presentation

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Mobile Apps in the Marketplace Mobile Technology Association of - - PowerPoint PPT Presentation

Jan 27, 2023 284 likes •612 views

Mobile Apps in the Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Marketplace Twitter: twitter.com/GoMobileMI Mobile Apps in the Marketplace Mobile Technology Association of Michigan 1 Mobile Apps in the Phone: (248)

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Mobile Apps in the Marketplace

Mobile Technology Association of Michigan 1

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Putting the Mobile App Market in Perspective

  • As of March 2011, more than 600,000+ apps are available

(Localytics)

  • In 2010, it is estimated that consumers spent $6.2 billion

in mobile app stores worldwide to download more than 8 billion apps – 8 out of 10 of which are free (CTIA)

  • To-date, more than 10 billion app downloads have been

made JUST FROM THE iPHONE STORE (Localytics)

  • 45% of developers plan to monetize their apps directly, in
  • ther words outside the app stores (Bango Analytics)
  • Gartner forecasts the total app revenue will increase to

nearly $30 billion by 2013 with over 21 billion downloads. The number of free or ad-funded apps will increase to 87%.

Mobile Technology Association of Michigan 2

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

The App Marketplace as of June 2010

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Average price for all paid apps Apple $3.62 BlackBerry $8.26 Android $3.27 Ovi (Nokia) $3.47 Palm $2.53 Windows $6.99 App store size – total number of applications Apple 400,000 Android 200,000 GetJar 150,000 Ovi (Nokia) 6,118 BlackBerry 4,756 Palm 1,452 Windows 693

Source: Distimo – www.distimo.com; Localytics

Other App stores

  • Carrier-specific app stores
  • 3rd party stores such as GetJar, Handango, Amazon, Windows, etc.
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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Projected App Store Growth thru July 2011

MTAM - April 2011 4

Distimo App Study, April, 2011

We’ve already exceeded this projection in the case of the iPhone

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

What Types of Mobile Apps Are Being Used and in the Highest Demand?

Mobile Technology Association of Michigan 5

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace Top 20 Mobile Content Categories Among Active Users

Mobile Technology Association of Michigan 6

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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How Phones Are Being Used

Comscore

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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Mobile Use Breakdowns by Age

Adobe Mobile Experience Survey, October 2010

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Mobile Technology Association of Michigan 9

Mobile Use Breakdowns by Gender

Adobe Mobile Experience Survey, October 2010

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

App Download Types by Operating System

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NOTE:

This chart was prepared prior to the growth of Android phones and the Android App Store; but it will provide perspective

  • n download trends
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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Nielsen Reports on App Store Effectiveness

Top 10 Paid Apps / iPad

(by Category)

  • Games (62%)
  • Books (54%)
  • Music (50%)
  • Shopping (45%)
  • News / Headlines (45%)
  • Celebrity & Entertainment News (44%)
  • Location & Direction (42%)
  • Movie Schedules / Tix Purchase (41%)
  • Magazines (41%)
  • Banking (39%)

Top Paid Apps / iPhone (by Brand)

  • Nike+GPS run tracker (Health &

Fitness)

  • Martha Stewart’s “Martha’s Everyday

Food: Fresh & Easy Recipes” (Lifestyles)

  • Drudge Report (News)
  • Washington Post (News)
  • ESPN Radio (Sports)
  • ESPN Fantasy Football 2 (Sports)
  • Kayak Pro (Travel)
  • Weather Channel (Weather)

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Nielsen: U.S. Top 10s and Trends for 2010

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Nielsen Reports on App Store Effectiveness (cont’d)

Top FREE Apps / iPhone (by Brand)

  • The Weather Channel
  • Facebook
  • Skype
  • Angry Birds
  • Words with Friends
  • UPS
  • PayPal
  • eBay
  • USA Today
  • Bing
  • Yelp

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According to Nielsen, “Free, functional, branded apps do better in the App Store.”

Nielsen: U.S. Top 10s and Trends for 2010

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

What Do Consumer’s Think About Mobile Apps

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

More App vs. Mobile Web Statistics

  • In a recent Adobe study, 66% of respondents cited that they prefer the

mobile Web for accessing content compared to 34% who cited a preference for downloadable apps.

  • Are mobile apps sustainable?
  • Studies indicate a short life for mobile apps; lots of use right after download, then

within several weeks they are abandoned

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Questions

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

More App Statistics

  • As seen on the previous chart, 1 in 4 downloaded apps is never used again
  • On average, U.S. feature phone users have 10 apps, U.S. smartphone users have

22 apps (iPhone users have the most with 37)

  • Most used apps across all U.S. smartphones are:
  • Facebook
  • Google Maps
  • The Weather Channel
  • The Facebook app has been download 100 million times from GetJar; it is the

most downloaded app from any app store

  • It is projected that when app revenue reaches $38 billion by 2015, Apple will have
  • nly 20% of the market share

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Nielsen, MobiThinking 2011

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

What Platform Should You be Building Apps For?

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Device Penetration vs. App Availability

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“One of the most telling clues about the speed of evolution of the new vs old platforms is the great disparity between the device installed base and the number of available apps for each platform. While Windows Phone, Symbian, Java and Flash have many times the market penetration of Android, iPhone and BlackBerry, the number of apps available tells a very different story.” – Mobile Developer Economic 2010

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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U.S. Phone & Operating System Comparison

NOTE: Device Impression Share does not reflect actual device subscriptions

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace U.S. Mobile Audience Size by Phone Type

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Marketing Mobile Apps

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

What Should You Know Before Developing an App

  • Who is the target audience for your App
  • How are you going to monetize your App (pay to download, in-App

advertising, pay for enhanced version, etc.)

  • What is the best way to reach your target audience to educate them about

the availability of your app

  • What percentage of the mobile marketplace you will reach on each mobile

platform to aid you in determining which platform to build your App on

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Are App Stores the Best Way to Market Your App?

  • Not according to a recent commissioned study from GetJar. Study findings

indicate:

– Only 25% of people discover the apps they’re seeking via the App Stores; 50% find apps by browsing on-line and 17% get recommendations from friends and social media – 58% use apps more than once a day – 80% said that the quality of a brand’s app make the brand more trustworthy – and 72% said a good app would make them more likely to engage with a brand – 73% of all respondents have downloaded apps with ads in them; 60% say the ads did not cause hesitancy – Of those who clicked on a mobile ad, nearly 25% said they made a purchase – 40% of people said they will switch to Android when they purchase their next phone;

  • nly 18% of non-iPhone owners said they would switch to iPhone

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Download the study at: http://blog.getjar.com/developer/sizing-up-the-global-apps-market

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

What Strategies Work Well to Market a Mobile App?

  • Get your App into the platform App Stores, but don’t forget about the Operator

App stores including the Sprint, Vodafone 360, Orange and Verizon’s Vcast as well as the independent App stores including: GetJar, Handango, Handmark , Amazon & others

  • Make your App available on your firm’s website, or make an App-specific website
  • Set up search marketing campaigns through search providers such as Google,

Yahoo! and Bing.

  • Use social media to its full extent including Facebook, MySpace, LinkedIN and

Twitter; give out promo codes to get people to try it, run contests related to the app, hold an online or live event tied to the app launch, etc..

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Your campaigns can point back to the app store for download or to your own website if delivering to open platforms (i.e. not Apple iPhones). Take as much control of distribution and promotion as possible, don’t rely on the overloaded app stores.

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Marketing Strategies You Should Consider

  • Send out a News Release; give reporters free promo codes
  • Do a blog posting
  • Get bloggers and industry reviewers to post reviews of your app; try to get

reviews on sites such as AppStoreApps.com, the Apple iPhone Apps blog, AppSafari, 148apps.com, AppCraver, iPhone Application List, AppShopper, Smartphone App Review, Tech Hackz, Android AppStorm, iPhone AppStorm and AppRater

  • Make sure it has a ‘catchy’ name; consider doing a focus group to decide
  • n the name
  • Include & promote content in your app that can’t be found anywhere else
  • Create a demo video about your app, host it on YouTube, and promote it

everywhere

  • Within your app, create Twitter and Facebook update features so users

can easily post comments on their social networks about your app

  • Place free classified ads on Craigslist about your app

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

More App Marketing Strategies

  • Leverage blogs and forums to help spread the word.
  • Promote your Apps through mobile advertising networks with banner and

text ads.

  • Distribute a free App with limited functionality then use in-app billing to

charge users to get the pro version.

  • Charge to add more features or levels in a game.

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Increase Your Visibility in the App Stores

  • Pick a debut period to ensure your App goes live when customers are

looking to download.

  • New Apps will get added to the “new” or “recently added” list, which gives

you a short period of added promotion. But given the speed at which new Apps are added, the benefit may not last long.

  • You can try releasing frequent updates in an attempt to refresh your

position.

  • You can release versions or add-ons to boost your coverage in the store.

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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What is the Future of Mobile Apps?

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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Studies indicate:

  • Many of the apps we see today are a result of brands and agencies

jumping on the bandwagon and taking advantage of the current consumer focus on the App stores.

  • As the volume of Apps increases, and the drive toward App stores

declines, there will be a return to web content. Nokia, Google and many

  • thers are already predicting this and encouraging web-based Apps or

widgets rather than complex native code that is dependent on platforms and versions.

The App vs. Mobile Web Debate

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

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Industry experts indicate:

  • The rapid growth of more capable smartphones looks set to continue, but there

are likely to be limits to the growth in apps and the way they are distributed and discovered.

  • A single app store with hundreds of thousands of apps is not good for the

consumer or the developer.

  • There is likely to be a more open market where developers can choose to publish

via a standard app store, in one of many specialist app stores or directly from any number of websites, including their own.

  • There will always be a place for apps – graphical, highly demanding apps such as

3D games, but just as we have seen on the PC, many apps are now being delivered as web apps – including productivity tools like Office products from Google and Microsoft or photo editing tools like Photoshop or Picasa.

The Future of Apps

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Phone: (248) 470-3257 Email: Linda@GoMobileMichigan.org Twitter: twitter.com/GoMobileMI

Mobile Apps in the Marketplace

Questions?

Contact me at: Linda@GoMobileMichigan.org

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