A study of the European App EconomyJohn Breslin, Workshop 6, Digital Agenda Assembly

www.eurapp.eu / @eurapp

Eurapp

Create a European app economy model and jobs profile using surveys and interviews with various stakeholders

Assess and model market size and near-term forecast/potentialProfile job types related to mobile apps and analyse the size (how many people) of each category

Generate ideas and solve key problems affecting the app economy using crowdsourced ideation challenges

What is Eurapp?The goals and aims are to...

Digital Enterprise Research InstituteLeading research institute in Web Science, networked knowledge, social web and semantic technologies

NUI GalwayEstablished in 1845, a research-led university with 17,000 students

Who’s involved?Launched by EC’s Digital Agenda: Startup Europe initiative

GigaOM ResearchThe research analyst division of tech publisher GigaOM. Provides expert industry analysis on the cloud, mobile, cleantech and consumer technology sectors

GigaOMOne of the top 10 technology sites according to TechMeme. 5.5-million strong community

“Apps”, what kinds of “apps”?Mobile apps, social API sets

App developers need more support on biz dev (marketing, monetization) than techRevenue opportunities: direct fees seem more immediately desirable than advertisingMarketing assistance: promotion/discovery, search advertising and other marketingExpansion into additional national marketsExpertise and/or platforms to support local currencies, taxes, different carrier/platform policies

Some early observations from interviewsInterviews with platforms, aftermarket, developers

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15000

30000

45000

60000

US EU Asia

Average Salaries ($) from GigaOM Survey in 2012

“Shape the Future App Economy of Europe”Held last Friday in Brussels

FundingMindset and attitudePlatform and infrastructureDiscovery process and organisationEducation, skills, talent accessFragmentation of market, platforms, playersLanguage and culture fragmentationRegulatory issuesImmature marketEU-wide organizational infrastructure

What EU-wide bottlenecks were identified?Using speedboat participatory techniques

Difficult for developers to find the companies with a needApp developers have problems with positioning and promotionNeed mentors from larger companies but fear factorLack of UX expertiseNo results with traditional media advertisingCannot achieve sustainable growth (one-hit wonders)

Barriers for companies to achieve successUsing the fishbowl technique and speed dating

Crowdsourcing solutions: July-August 2013Two innovation challenges, with prizes of $5000 each

Ask JohnThanks for listening.

Please tell your contacts about the Eurapp project, our workshops and the crowdsourcing ideation challenges

www.eurapp.eu