Date post: | 13-May-2015 |
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Greg SterlingSterling Market Intelligence/Opus Research
A Few Words about Mobile Apps
2
SMS: Broadest reach, platform “agnostic”
Apps: Richest experience, smaller audience
Mobile Web: PC sites rendered in browsers can be
optimized
Reach Functionality
Segments: SMS, M-Web, Apps
• The iPhone has popularized mobile applications
• Now every major smartphone platform has apps; many operators too
Apps Pre-Date the iPhone, but . . .
Apps All Around
The Major Platforms:
iPhone: 100,000 (approx); 2 billion downloads
Android: 10,000
RIM/BlackBerry: 3,040
Nokia Ovi Store: 660
Windows Mobile (Marketplace): 246
Palm: 100 official, 280 “homebrew”
Source: company reports, range of estimates
Number of Downloads (Monthly)
Source: AdMob 8/09, (US data)
Engagement: Time Spent with Apps
Source: AdMob 8/09, (US data)
Many Intentions & Uses of Apps
Branding
Zippo Lighter
Rugby (Ralph Lauren)
New Revenue
Sports Illustrated
Jimmy the Bartender
Reference Apps
Games
Advertising
Seventeen Magazine
Style.com
Commerce/Lead Gen
Amazon Mobile
eBay
Adobe
Meaningful Revenues (for Companies)
Generated US$1 million in sales since launch -- roughly 3 mos. ago
Meaningful Revenues (for Developers)
Pinch Media:
iPhone: 2B app downloads; paid apps 610M of that
Revenue earned by developers in 15 mos. approx US$900M
Hypothetical average paid app revenue to developers: $12,100 ($8.5K net) £7446 (£5230)
• No “average” (only big winners and underperformers)
Paid Apps Used More Heavily
Source: Pinch Media (10/09)
Usage of Most Apps Doesn’t Last
Most apps are downloaded but abandoned quickly