Disrupt or be Disrupted: How Apps are Transforming Australian Business Jaede Tan Regional Director, App Annie
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Disrupt or be Disrupted:
How Apps are Transforming Australian Business
Jaede TanRegional Director, App Annie
App Annie Is the Most Trusted Partner in the App Economy
2 www.appannie.com/intelligence | © 2017 App Annie
94 of top 100 mobile app
companies are App Annie customers.
App Annie: Global Reach, Local Expertise
450 Employees across16 Locations
4 © App Annie 2017
Time In Apps
2 Hours Per Day
85% Time on Smartphones
PROPRIETARY
PROPRIETARY
How many apps are on our phones?
PROPRIETARY
How many apps are on our phones?
90
PROPRIETARY
How many apps do Australians use in a month?
PROPRIETARY
How many apps do Australians use in a month?
36
Usage and Revenue go Hand in Hand
App Market Maturity Model
Vol
ume
Time
Usage
Downloads
Revenue
All Categories Showing Strong Usage Growth
Worldwide Total Time Spent* in Apps
Bill
ions
(Hou
rs)
*Time spent on Android Phones, excluding China
Revenue is Soaring Globally
H1 2017 YOY Worldwide Consumer Spend
Americas
$8.1B+28%
EMEA
$4.9B
+23% Asia
$17.1B
+49%
Confidential l Property of App Annie l Do Not Disclose l © App Annie 2017
Australia is a unique market. Here’s why.
Confidential l Property of App Annie l Do Not Disclose l © App Annie 2016
1. One of the highest smartphone penetration rates globally
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1. One of the highest smartphone penetration rates globally
2. Australians are well acquainted with a wide variety of apps from mobile first and traditional companies
Australians Are Hungry For a Wide Variety of Apps
* Australia HQ Companies
And They Are Using Apps For Everything
9th8th 10th 12th 13th 24th
Select Top Apps by iPhone MAU, October 2017
*Australia(excluding pre-installed apps)
App Market & Category Highlights
Australia #8 Globally by Revenue
Australia #8 Globally by Revenue
Australia a Top Market for Monetization
Key Categories Showing Solid YOY Growth
Total Time Spent in Selected CategoriesAndroid Phone, Australia
Tim
e Sp
ent (
Mill
ions
H
ours
)
“Consumers used to evaluate all their experiences in silos. ‘I’ll compare CarMax against
all other used car dealers and I’ll compare Nordstrom against all other clothing retailers.’
“Consumers used to evaluate all their experiences in silos. ‘I’ll compare CarMax against
all other used car dealers and I’ll compare Nordstrom against all other clothing retailers.’
But now, people are taking those best experiences and demanding they receive the
same or better everywhere.”Jim Lyski, CMO, CarMax
Embrace Mobile as a Digital Channel to Drive Desired Customer Behaviour
Which KPIs to use? Which KPIs to Add, and What Goals to Set?
$
Which KPIs to use? Which KPIs to Add, and What Goals to Set?
$
Avg session duration
Avg sessions per user
Time Spent
Which KPIs to use? Which KPIs to Add, and What Goals to Set?
Active Users Time Spent $
MAU / WAU / DAU
Open rate
Avg session duration
Avg sessions per user
Which KPIs to use? Which KPIs to Add, and What Goals to Set?
Downloads
Install penetration
Avg review score
Active Users Time Spent $Downloads
Retention
MAU / WAU / DAU
Open rate
Avg session duration
Avg sessions per user
Entertainment
*Top Video Streaming Apps by combined iPhone and Android phone MAU (iPhone only for China)
Average MAU Growth in Top 5 Video Streaming Apps*H1 2017 vs H1 2015
%G
row
th M
AU
Video Streaming Apps Adding Users Quickly
*Top Video Streaming Apps by combined iPhone and Android phone MAU (iPhone only for China)
Average MAU Growth in Top 5 Video Streaming Apps*H1 2017 vs H1 2015
%G
row
th M
AU
Video Streaming Apps Adding Users Quickly
Average Monthly Time in Apps Per UserTop 5 Video Streaming Apps* by Publisher Type
% G
row
th in
Tim
e Sp
ent P
er U
ser
H1
2017
vs
H1
2016
Average Time Per User Per Month (Hours), H1 2017
Online-First Video Apps See Better Engagement
Average Monthly Time in Apps Per UserTop 5 Video Streaming Apps* by Publisher Type
% G
row
th in
Tim
e Sp
ent P
er U
ser
H1
2017
vs
H1
2016
Average Time Per User Per Month (Hours), H1 2017
Online-First Video Apps See Better Engagement
*Combined iOS app store and Google Play revenue (China only for iOS)**SEA includes Malaysia, Indonesia, the Philippines, Singapore, Thailand and Vietnam
Revenue in Top 5 Video Streaming AppsH1 2017 vs H1 2016
Video Apps Seeing 125% Growth YoY
Inde
xed
Rev
enue
*Combined iOS app store and Google Play revenue (China only for iOS)**SEA includes Malaysia, Indonesia, the Philippines, Singapore, Thailand and Vietnam
Revenue in Top 5 Video Streaming AppsH1 2017 vs H1 2016
Video Apps Seeing 125% Growth YoY
Inde
xed
Rev
enue
Finance
Growth in Downloads in Applications (Non-Games) vs. Finance* Category Apps 2014–2016
Per
cent
age
Gro
wth
*Category Includes Finance Categories on Both iOS and Google Play (iOS-only for China)**SEA Includes Thailand, Indonesia, Malaysia, Singapore, Philippines and Vietnam
Finance Category Apps Experiencing Strong Downloads Growth
Average Monthly Sessions in Top 10 Banking Apps*
Sess
ions
Per
Use
r
*Top Apps by MAU on Android Phone
Australians Using Banking Apps Almost Daily
13-24 Year Olds in Australia Are Power Users
30
Sessions per Month in Retail Banking Apps
Top Banking Apps of 2016: Australia
MAU
Traditional Banks Dominate in Australia
Rank App
1 CCB Mobile Application
2 China Merchants Bank Pocket Life
3 China Merchants Bank
4 ICBC Mobile Banking
5 Bank of China Mobile
6 ICBC e-Bank
7 ABChina Mobile Banking
8 Bank of Communications
9 Pingan Life Insurance
10 SPD BANK Mobile
Rank App
1 KBstar banking
2 NH Bank
3 Shinhan S Bank
4 Woori Bank Personal Banking
5 Shinhan FAN
6 Woori Bank Push
7 Hana 1Q bank
8 i-ONE Bank by IBK Bank
9 Shinhan Card
10 HyundaiCard
Rank App
1 Rakuten Card
2 Bank of Tokyo-Mitsubishi UFJ
3 Mitsui Sumitomo Bank
4 Rakuten Bank
5 Jibun Bank
6 SAISON Portal
7 Mitsui Sumitomo Card Vpass
8 SBI Sumishin Net
9 Mizuho Bank Direct
10 Japan Net Bank Balance Check
Rank App
1 CommBank
2 ANZ goMoney Australia
3 NAB
4 Westpac Banking
5 ING DIRECT Australia Banking
6 St.George Banking
7 Bankwest
8 Suncorp Bank
9 Citibank Australia
10 Bendigo Bank
Top Banking Apps of 2016: ChinaMAU
Top Banking Apps of 2016:South Korea
MAU
Top Banking Apps of 2016:JapanMAU
Core Banking Services Specialized Financial Services
Top Banking Apps of 2016: Australia
MAU
Traditional Banks Dominate in Australia
Rank App
1 CCB Mobile Application
2 China Merchants Bank Pocket Life
3 China Merchants Bank
4 ICBC Mobile Banking
5 Bank of China Mobile
6 ICBC e-Bank
7 ABChina Mobile Banking
8 Bank of Communications
9 Pingan Life Insurance
10 SPD BANK Mobile
Rank App
1 KBstar banking
2 NH Bank
3 Shinhan S Bank
4 Woori Bank Personal Banking
5 Shinhan FAN
6 Woori Bank Push
7 Hana 1Q bank
8 i-ONE Bank by IBK Bank
9 Shinhan Card
10 HyundaiCard
Rank App
1 Rakuten Card
2 Bank of Tokyo-Mitsubishi UFJ
3 Mitsui Sumitomo Bank
4 Rakuten Bank
5 Jibun Bank
6 SAISON Portal
7 Mitsui Sumitomo Card Vpass
8 SBI Sumishin Net
9 Mizuho Bank Direct
10 Japan Net Bank Balance Check
Rank App
1 CommBank
2 ANZ goMoney Australia
3 NAB
4 Westpac Banking
5 ING DIRECT Australia Banking
6 St.George Banking
7 Bankwest
8 Suncorp Bank
9 Citibank Australia
10 Bendigo Bank
Top Banking Apps of 2016: ChinaMAU
Top Banking Apps of 2016:South Korea
MAU
Top Banking Apps of 2016:JapanMAU
Core Banking Services Specialized Financial Services
Credit Card & Loyalty
Transaction Tracking & Alerts
Investments & Insurance
Mobile Payments & Wallets
Core Banking Apps
Shinhan S Bank Shinhan CardShinhan FanShinhan Bank
Salimi
Shinhan Investment
i mobile
Rakuten Bank Rakuten Card
China Merchants Bank
China Merchants Bank Pocket Life
CommBank
South Korea
China
Australia
Japan
Rakuten Pay
Financial Services Apps by Selected Banking Organizations
Banks Have Embraced Apps, but Approach Varies by Market
Retail
Australia Top Shopping Apps by MAU October 2017, iPhone
Few Traditional Retailers Inside Australian Top Rankings
Australia Top Shopping Apps by MAU October 2017, iPhone
Few Traditional Retailers Inside Australian Top Rankings
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Traditional Retailers Can Win on Mobile
Rank App
1 Amazon
2 eBay
3 Walmart
4 Groupon
5 Walgreens
6 Wish
7 Carthweel
8 letgo
9 Kohl's
10 OfferUp
H1 2017 Top Shopping Apps by Combined MAU, United StatesUS Top Brick & Mortar Shopping Apps by MAU
Inde
xed
MA
U
USA: Traditional Retailers Fight Back
Rank App
1 Amazon
2 eBay
3 Walmart
4 Groupon
5 Walgreens
6 Wish
7 Carthweel
8 letgo
9 Kohl's
10 OfferUp
H1 2017 Top Shopping Apps by Combined MAU, United StatesUS Top Brick and Mortar Shopping Apps by MAU
Inde
xed
MA
U
USA: Traditional Retailers Fight Back
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1. What successful/unsuccessful features did they build?
2. How did they market the app?
3. One bundled app? Or many unbundled apps?
Lessons to Learn From Their Data
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Starbucks - The Gold Standard of Loyalty
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Lessons to Learn From Their Data
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Lessons to Learn From Their Data
Customers could start using Uber to book a ride to Starbucks
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Mobile Success: Starbucks
App driving
8% of all
transactions
>20% in busiest
stores
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Driving Product Innovation
• Identify new product features, that produce the best outcomes
• Benchmark against the best apps to build an app that customers want
Thank you! appannie.com/insights
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