The App Store Revolution Craze

I gave this presentation about (Mobile) App Stores at Multi-Mania in Belgium, Kortrijk to an audience of 100 designer and developers.

Conference: http://www.multi-mania.be/

Transcript

1. The App Store Revolution Craze Multi-Mania - Belgium, Kortrijk May 19, 2009 - 14:00 Scott Janousek
2. Agenda Intro Mobile Revolution! Mobile & Device App Store Craze Wrap up
3. This is a business presentation. This is an “awareness preso”. Very little code here. :) canHazCode_bool = false;
4. Intro
5. 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
6. New England (USA) I grew up live
7. 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
8. Flash Lite 1.1/2.x Mobile Content
9. Some Newer Flash (Lite) Experiences
10. Flash Mobile Books “advancED Flash on Devices” Mobile Development with Flash Lite and Flash 10 Elad Elrom, Scott Janousek, Thomas Joos ISBN-10: 1-4302-1904-1 “Work in Progress” Flash Applications for Mobile Devices Richard Leggett, Scott Janousek, Weyert Boer ISBN: 1590595580 Published: Dec 2006 www.flashmobilebook.com www.friendsofED.com
11. 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. 11 www.hookenmobile.com
12. 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
13. 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
14. Mobile Revolution!
15. 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?
16. 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? :)
17. It’s all about choice ...
18. What do folks like? Source: http://blog.wired.com
19. Mobile Devices & Platforms
20. 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 20 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! :)
21. Device Evolution
22. 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) 22
23. Some Mobile Device “OEMS” 23
24. SmartPhone Platforms Apple iPhone Google Android Nokia (Symbian S60) Black Berry/RIM Microsoft Windows Mobile Palm webOS 24
25. SmartPhones iPhone (OSX) Palm Pre (Palm OS) Nokia N97 (Symbian) G1 (Android) BlackBerries (RIM) Windows Mobile Devices (“6.5”) 25
26. SmartPhones vs. “Feature Phones” 26
27. “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
28. Fragmentation Example: 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.”
29. “Apps”
30. New Mobile Culture OLD = Voice NEW = DATA (Apps & Services)!
31. Mobile Content Types Screen savers & Wallpapers Mobile User Interfaces Ring tones Media (Music, Video, Photos) Applications (Games, Productivity, etc)
32. Application Stack
33. Application Stack
34. Mobile Business & Ecosystems
35. “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!
36. 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
37. Mobile Print Ad in USA Verizon Wireless (U.S.A Operator) We did not have these “App ads” 1 year ago! “iphone like” ;)
38. Mobile Apps are “mainstream” New Billboard Ad in Boston (on my way to Logan airport) - May 2009
39. TV Spot #1 iPhone Ad (in U.S)
40. 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
41. “Show me the Money!” Projects for Hire Consultancy Private and Public Funding Ad Funded “Challenges and Contests” App Stores = Revenue Splits
42. # of Apps Downloaded From http://compete.com/
43. Pricing Apps
44. % of People Who Buy From http://compete.com/
45. iPhone Pricing
46. 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 ...
47. Marketing your app Blogs App Review Sites ... Social Tools:
48. Mobile App Review Sites AppVee (Boston based company- Android & iPhone) Apptism iphoneapppreviews.net Frame27.blogspot.com (Flash Mobile Games) Many, many, others ...
49. Mobile & Device “App Store” Craze
50. It’s a Revolution! Dear Operators & OEMs, millions of Devices are nothing without DEVELOPER Apps ...
51. What is a “Craze”? Definition: “a popular or widespread fad, fashion, etc.; mania: the newest dance craze.”
52. SmartPhone App Stores Windows Mobile Marketplace Nokia OVI Store Android AppMarket BlackBerry AppWorld Apple iPhone AppStore The Result (“The craze”) ... “Catalyst” Palm App Catalog
53. App Store Features
54. App Stores Compared From Gizmodo.com
55. 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) 55
56. “iPhone Effect” Source: http://www.appleinsider.com “iPhone Effect” = Established Brand + Customer Loyalty + Fashion Identity
57. 1,000,000,000 downloads
58. 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
59. iPhone AppStore Stats http://www.mobclix.com/appstore/
    
60. 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
61. Where to get Started developer.apple.com
62. Flash App to iPhone: Porting Process Thomas Joos (Belgium based) Flash & Flash Lite Designer/Developer Mobile Project Discussion
63. 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)
64. 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
65. Android vs. iPhone
66. Where to get Started developer.android.com
67. 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 67 BlackBerry AppWorld
68. 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
69. Where to get Started na.blackberry.com/eng/developers (North American)
70. 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
71. 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?)
72. Where to get Started www.windowsmarketplace.com
73. 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)
74. Pros & Cons (TBD) Pre = compelling device Easy to Develop (Web Apps)! Potential Limited Device API Web Apps = Less Powerful Apps?
75. Where to get Started developer.palm.com
76. Nokia OVI Store 76 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
77. 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
78. Where to get Started publish.ovi.com
79. Mobile Share Prediction
80. 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) ZED Content Aggregator (Flash Lite, etc)
81. Wrap up
82. Announcements
83. 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
84. 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
85. Flash on Tap 2009 Beer Festival + Flash Conference May 28-30, 2009 in Boston, USA www.flashontap.com
86. FITC Mobile 2009 www.fitc.ca
87. iDev 360 iPhone Developer Conference Sept 27-30, 2009 Denver, Colorado, USA www.idev360.com
88. 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?) 88
89. URLS www.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) 89
90. Q & A
91. Contact Me 91 email: scott@scottjanousek.com blog: www.scottjanousek.com twitter: www.twitter.com/scottjanousek linkedin: www.linkedin.com/in/scottjanousek web: www.hookenmobile.com email: scottjanousek@hookenmobile.com
92. Thanks Have a great rest of the conference!