The App Trap15 February 2011

Who is this guy?

• 20 years of experience in print and online

• Orange, EMAP Online, Dennis Interactive, Leader of Dennis ‘Skunkworks’, Imagine

• Launched 8 websites in the past 3 years - 2.5 million new readers - including Know Your Mobile and UK Mobile Phone Deals

• Over 40 apps on the App Store

The Good News• 3 billion mobile devices in use

• More users will access the net via mobile than PCs within 4 years

• Smartphone sector is exploding - 200m sold in Q4 2010

• Control is shifting from carrier to consumer

• App Store 10bn downloads, $1bn revenues

The Bad News

• Market fragmentation

• ‘App Store’ hysteria

• Cowboys & sharks circulating

• The boss wants an iPhone/iPad app

• Fear of not making a killing

Market Fragmentation

• iOS

• Android

• webOS

• Windows 7

• BlackBerry

• Symbian?

2005

£40 million $500m

201110 billion downloads

$1 billion revenue total

$35,000 development

$3000 revenue per app

Source: Communities Dominate Brands

Avoid the App TrapShare up-front costs

Integrate into workflow

Budget for updates

Recruit & develop talent

Source: Communities Dominate Brands 2011

Wayne Gretsky

“A great hockey player skates to we the puck is going to be, not where it is.”

An Alternative?

• iOS

• Android

• webOS

• Windows 7

• BlackBerry

HTMLCSS

jQuery/javascript

The advantagesLevel playing surfaceData collectionCross-platformNo App tax & approvalCheaper dev costsThe next big things...

Any Questions