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