The App Store Revolution Craze

The App Store Revolution Craze

Multi-Mania - Belgium, Kortrijk

May 19, 2009 - 14:00

Scott Janousek

Agenda

Intro

Mobile Revolution!

Mobile & Device App Store Craze

Wrap up

This is a business presentation.This is an “awareness preso”.

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Intro

Me

From Boston, Massachusetts, USA

10 Years as a Web and Interactive (Flash) Developer

4 Years doing Flash (Lite) on Mobile & Devices

Adobe Community Expert, Adobe Certified Trainer, & Adobe User Group Co-manager, Forum Nokia Champion

(Flash) Mobile Book author & Adobe Community Blogger

CEO/Founder - Hooken Mobile

5

New England (USA)

I grew up

live

My Mobile “Genesis”

My First Mobile Application (<eye tear>)

“Mobile Conference Guide”

FITC 2005 (Toronto, Canada)

Flash Lite 1.1 (UI) + MySQL & PHP (backend)

How many people used? 5 out of 500 = 1%

No “App Stores” then (circa 2005) ... ;) Flash Lite 1.1 Mobile Guide App

Flash Lite 1.1/2.x Mobile Content

Some Newer Flash (Lite) Experiences

Flash Mobile Books

“advancED Flash on Devices”Mobile Development with Flash Lite and Flash 10Elad Elrom, Scott Janousek, Thomas Joos

ISBN-10: 1-4302-1904-1“Work in Progress”

Flash Applications for Mobile DevicesRichard Leggett, Scott Janousek, Weyert Boer

ISBN: 1590595580Published: Dec 2006www.flashmobilebook.com

www.friendsofED.com

Hooken Mobile

4 years in business

Mobile Consultancy (Client Service focused)

Application Development & Flash Mobile Training

Going Forward ... Flash, Android, iPhone, potentially webOS ... more Products.

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www.hookenmobile.com

MassMobile User Group

User Group in Boston for Mobile Developers

25 developers, 3 meetings ... started in Jan 2009

Android & iPhone (mostly)

Me = (currently) the only “Flash guy” ;)

Our talks = business and technical

www.meetup.com/massmobile

Mobile Monday Boston

www.momoboston.com

Regularly > 400 attendees

> 200 mobile companies

Boston Mobile Companies = $215 Million (USD) in Q1, 2009 “momoboston” on April 2009 at MIT

Mobile Revolution!

How many people ...

Have an iPhone?

Have a Nokia?

Have an Android device? BlackBerry?

Have OTHER portable and mobile devices?

How many people have > 1 mobile device?

How many people ...

Have downloaded/installed a mobile app? :)

Are new to Mobile Development?

Have created a mobile application?

iPhone developers? Android? Flash Mobile? Other?

Are making money off mobile apps?

Having lots of fun with mobile development? :)

It’s all about choice ...

What do folks like?

Source: http://blog.wired.com

Mobile Devices & Platforms

Some Mobile Jargon

OEMs = Original Equipment Manufacturers

Carriers/Operators = Phone companies

Content = Mobile “Apps”, games, other Media

Gardens (open/closed) = Ecosystem Setups

Fragmentation = (SW/HW) inconsistencies across devices/platforms

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Handsets = SmartPhones/Mobile Phones

App = (Mobile) Software Application

Emulators = Mobile Testing Software

Target(s) = Devices and/or platforms you are working with/developing for

... and many more. No shortage of industry terms! :)

Device Evolution

Portable Devices

NetBooks and UMPC type devices

Mobile Internet Devices (MIDs = Nokia N810)

Portable Media Players (PMPs = iPod Touch, iRiver, etc)

“Feature Phones” (aka “Cell Phones”)

SmartPhones (iPhone, N97, G1, BlackBerry)

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Some Mobile Device “OEMS”

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SmartPhone Platforms

Apple iPhone

Google Android

Nokia (Symbian S60)

Black Berry/RIM

Microsoft Windows Mobile

Palm webOS

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SmartPhones

iPhone (OSX)

Palm Pre (Palm OS)

Nokia N97 (Symbian)

G1 (Android)

BlackBerries (RIM)

Windows Mobile Devices (“6.5”)

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SmartPhones vs. “Feature Phones”

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“Rough” Device Numbers

Android iPhone Nokia S60 Windows Mobile

Black Berry (RIM)

Others

> 1 million

20-40 million> 140

Million> 30 Million > 30 Million 1 Billion

“Device numbers aren’t everything ... but they are always part of the overall equation. More importantly is the Quality (of user experience) vs. Quantity.” - Me

FragmentationExample: Device “A” supports a specific feature, but ... Device “B” doesn’t

Causes = OEMS, Operators

Occurs = Hardware, Software Levels

“Workaround” = multiple versions of an app! ;(

“A motion-sensing 3D game with a GPS social networking feature won't work on a lot of Windows Mobile handsets, but a 2D, keypad-controlled Asteroids clone won't necessarily make a developer rich.”

“Apps”

New Mobile Culture

OLD = VoiceNEW = DATA (Apps & Services)!

Mobile Content Types

Screen savers & Wallpapers

Mobile User Interfaces

Ring tones

Media (Music, Video, Photos)

Applications (Games, Productivity, etc)

Application Stack

Application Stack

Mobile Business & Ecosystems

“The Perfect Storm”

Better Mobile User Experiences

Device Capabilities

Better Connectivity

Powerful Devices (Smartphones)

Distribution Channels for making Money!

Users are consuming content!

Compelling Apps!

Old vs. New Mobile

App Stores+

Developer Imagination+

Entrepreneurial Spirit =

Fun and Money

Operator Deck+

Developer Imagination+

Operator Greed=

Blood, Sweat, Tears (& Money)

OLD NEW

Mobile Print Ad in USA

Verizon Wireless (U.S.A Operator)

We did not have these “App ads” 1 year ago!

“iphone like” ;)

Mobile Apps are “mainstream”

New Billboard Ad in Boston (on my way to Logan airport) - May 2009

TV Spot #1

iPhone Ad (in U.S)

Target App Consumer

“I’m downloading around 2-10 apps a day (yeah, I’m completely addicted), and it seems like 90% of them are complete ju<beep>nk. (but usually a fancy one ...)”

- an iPhone content consumer

“Show me the Money!”

Projects for Hire

Consultancy

Private and Public Funding

Ad Funded

“Challenges and Contests”

App Stores = Revenue Splits

# of Apps Downloaded

From http://compete.com/

Pricing Apps

% of People Who Buy

From http://compete.com/

iPhone Pricing

Selling Apps

Price Points

$ 0.99 popular for iPhone (iTunes)

Otherwise: FREE to PAID Amount

Mobile Ads (worth it?)

Subscription Model Tie-ins

Pay for feature add-ons popular in future ...

Marketing your app

Blogs

App Review Sites ...

Social Tools:

Mobile App Review Sites

AppVee (Boston based company- Android & iPhone)

Apptism

iphoneapppreviews.net

Frame27.blogspot.com (Flash Mobile Games)

Many, many, others ...

Mobile & Device “App Store” Craze

It’s a Revolution!

Dear Operators & OEMs, millions of Devices are nothing without DEVELOPER Apps ...

What is a “Craze”?

Definition:

“a popular or widespread fad, fashion, etc.; mania: the newest dance craze.”

SmartPhone App Stores

Windows Mobile Marketplace

Nokia OVI Store

Android AppMarket

BlackBerry AppWorld

Apple iPhone AppStore

The Result (“The craze”) ...“Catalyst”

Palm App Catalog

App Store Features

App Stores Compared

From Gizmodo.com

Apple AppStore

Launched in 2008

Over 1 billion apps downloaded & > 40,000 applications available

Distribution = iTunes (Desktop) & iPhone/iPod (On Device Catalog)

Developer Program Fee = $99 USD/ $299 USD

Revenue Split: 30% (Apple), 70% (Dev)

SDK and Dev Tools (XCode)

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“iPhone Effect”

Source: http://www.appleinsider.com

“iPhone Effect”=

Established Brand+

Customer Loyalty+

Fashion Identity

1,000,000,000downloads

iPhone App Store Stats

1,000,000,000 downloads (Q2, 2009)

xx,000,000 device users (how many users are consuming content? Lots.)

40,000 apps

iPhone AppStore Stats

http://www.mobclix.com/appstore/

Some Pros & Cons

Strong Brand (“Trendy”)

Simple Purchase Process

Great (Mobile) UX

Low Barrier to Dev Entry

Less Fragmentation

20 million devices

“1 Hit Wonder” Applications

Getting “lost” within App Store

“Knockoffs Apps”

Saturated Marketplace

No Adobe Flash Player

Where to get Started

developer.apple.com

Flash App to iPhone: Porting Process

Thomas Joos (Belgium based)

Flash & Flash Lite Designer/Developer

Mobile Project Discussion

Android App Market

Launched in 2008

Million of apps downloaded & hundreds of applications available

Distribution = G1 (On Device Catalog)

Developer Program Fee = $25 USD

Revenue Split: 30% (Google), 70% (Dev)

Open Source (Android SDK)

Some Pros & Cons

Sideload off deck

24 hour return policy

Open Source roots

Adopted outside of SmartPhones

Device(s) not “stellar”

Experience good, but not excellent

Fragmentation likely

People expect FREE?

Low Device #’s now

Android vs. iPhone

Where to get Started

developer.android.com

Launched 2009

Dev Cost = $200 USD per 10 apps

No new SDK or dev tools

Payment = Paypal

Revenue Split = 80% (dev)/20%

PricePoint of App: FREE or >= $2.99

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BlackBerry AppWorld

Some Pros and Cons

Strong Business Brand

User base has money to spend!

Very Popular Communication

User base is older age group ... not as “mobile savvy”

Expensive Development

High Pricing Barrier

Where to get Started

na.blackberry.com/eng/developers (North American)

Windows Mobile Marketplace

ETA: Q4 2009

Windows Mobile 6.5 Devices

$99/year to push 5 apps

$99 per Additional Application

Revenue Split: 30% / 70% (dev)

Promising (TBD) ... App Approval Transparency, 24-hour return policy, wide device support, non-exclusivity

Some Pros & Cons

Lots of Devices

Heavy Branding

Microsoft “Muscle”

Lots of existing apps to port/reuse ...

Windows Mobile Devices not quite “trendy” (yet)

Fragmentation likely?

Still Early on details (Windows Mobile 7?)

Where to get Started

www.windowsmarketplace.com

Palm App Catalog

ETA = TBD (device rumored June 2009 in U.S.)

Private SDK Beta available

Distribution = Palm Pre (on Sprint Network)

Developer Program Fee = TBD

Revenue Split: TBD

Web Development Tools & SDK (webOS, Mojo)

Pros & Cons (TBD)

Pre = compelling device

Easy to Develop (Web Apps)!

Potential Limited Device API

Web Apps = Less Powerful Apps?

Where to get Started

developer.palm.com

Nokia OVI Store

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ETA = End of May, or June 2009

Distribution = 40+ million devices

S40 Feature Phones & S60 SmartPhones

Developer Program Fee = FREE

Revenue Split: 30% (Nokia), 70% (Dev) **

App listings are free & unlimited, Symbian certificates are NOT free

Supports Flash Lite, Java, Native Symbian S60, etc

Some Pros & Cons

Global Market

Not only Apps, but other “media types”

“Open Policies”

Nokia 5800 ... & N97!

Limited U.S. Market

Symbian/S60 = Aging Mobile Experience

Fragmentation

Where to get Started

publish.ovi.com

Mobile Share Prediction

3rd Party Flash Lite Content Aggregators

Independent Content Aggregator (Flash Lite, etc)

“Old School” Symbian, Windows Mobile, etc Content Aggregator

Independent Content Aggregator (Flash Lite, etc) - Ad Funded

Independent Content Aggregator (Flash Lite, etc)

ZEDContent Aggregator (Flash Lite, etc)

Wrap up

Announcements

Flash Lite Opportunities

Nokia: Calling All Innovators www.callingallinnovators.org

Open Screen Project ($10M USD Fund) www.openscreenproject.org

Flash Lite Developer Challenge ($100 K) www.flashlitedeveloperchallenge.com

Publish to OVI (App) Store publish.ovi.com

www.mobiledevjobs.org

Looking for a job in the mobile industry?

Free mobile job posting sites

iPhone, Android, Symbian, Windows Mobile, webOS, BlackBerry, Java, and more.

Global reach and mobile platform independent

Flash on Tap 2009

Beer Festival + Flash ConferenceMay 28-30, 2009 in Boston, USA

www.flashontap.com

FITC Mobile 2009

www.fitc.ca

iDev 360

iPhone Developer Conference

Sept 27-30, 2009

Denver, Colorado, USA

www.idev360.com

Potential Future

What will App Stores and Mobile Content be like in 2-3 years?

Is there a Mobile App Store “Bubble” forming (recall DOT COM era)?

Are “App Stores” the next big thing on other devices besides SmartPhones? (e.g. netbooks?)

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URLSwww.mobilemonday.be

www.intomobile.com

www.mobile-ent.biz (ME Magazine)

publish.ovi.com

developer.apple.com

developer.android.com

developer.palm.com

na.blackberry.com/eng/developers (North American)

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Q & A

Contact Me

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email: [email protected]

blog: www.scottjanousek.com

twitter: www.twitter.com/scottjanousek

linkedin: www.linkedin.com/in/scottjanousek

web: www.hookenmobile.com

email: [email protected]

Thanks

Have a great rest of the conference!