Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

The Mobile Internet is Bigger Than You Think

•
•
Jason Grigsby
Jason Grigsby

Presentation given at a Software Association of Oregon event. Overview of mobile technology space, challenges for app developers, and the opportunity. Includes some slides from the EXCELLENT Morgan Stanley report on the Mobile Internet: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html In fact, the title is borrowed from Mary Meeker's presentation at Web 2.0 Summit. It is my theme for 2010.

1 of 52
Mobile Internet is Bigger than most Think it is. Jason Grigsby • SAO Dec 2009 @grigs on Twitter • jason@cloudfour.com cloudfour.com • mobileportand.com
Mobile is the Technology that Cried Wolf. Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
Mobile is the Technology that Cried Wolf. (for 15 years) Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
“The Mother of all Markets.” Dr. Eli Harai, San Disk CEO, 2008 John Sculley, Apple CEO, 1992 http://query.nytimes.com/gst/fullpage.html?res=9E0CE5D9143AF93AA25754C0A964958260
The Hope for Mobile What is the likelihood of exponential growth for the Internet on Mobile Devices?
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
Opera Mini Traffic Increases Usage up 157% year-over-year http://www.opera.com/media/smw/
4.0 Billion Mobile phone for half the planet. Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
4 Billion in Perspective 4 4B 3 2 1.2B 1.3B 1.4B 1.5B 1.2B 0.85B 0.95B 1 Cars PCs Landlines Email 0 Internet TVs Credit Cards Mobile Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html http://www.communities-dominate.blogs.com/brands/2008/12/trillion-with-a.html
2007 SMS Revenue: 100 billion Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/
2007 SMS Revenue: 100 billion •Box Office •DVD Sales & Rentals Combined •Music Industry •Video Games Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
56 million http://blog.wired.com/gadgets/2009/02/shoot-is-iphone.html#c148364123 devices 115,014 http://www.newsweek.com/id/174266 apps > 2 billion http://businessweek.com/@@0M43kIYQYKPISw0A/technology/content/sep2008/tc20080930_257832.htm downloads
Gold Rush was On
The Mobile Internet is Bigger Than You Think
Source: http://gizmodo.com/5199933/giz-explains-all-the-smartphone-mobile-app-stores
The Mobile Internet is Bigger Than You Think
Ringtone Apps http://twitter.com/justin/status/1210786170 http://furbo.org/2008/12/09/ring-tone-apps/ http://furbo.org/2009/02/16/raising-prices/
Ringtone Apps 40000 30000 20000 10000 0 0 .99 1.99 2.99 3.99 4.99 5.99 6.99 7.99 8.99 9.99 10.99 11.99 12.99 13.99 14.99 15.99+ http://148apps.biz/app-store-metrics/?mpage=appprice
Brutally Honest iPhone App Sales: $32k Spent vs. $535 Revenue Dapple http://www.streamingcolour.com/blog/2009/03/09/the-numbers-post-aka-brutal-honesty/
Throwaway Apps http://www.pinchmedia.com/appstore-secrets/
Throwaway Apps http://www.pinchmedia.com/appstore-secrets/
Pinch Media’s Conclusions •Users stop using the average applications quickly. •Long-term audiences are generally 1% of total downloads •Paid apps retain users longer, but still steep drop off. •Difficult to make enough money from a free application based on advertising revenue http://www.pinchmedia.com/appstore-secrets/
Success Determined by Top Lists & Features http://appcubby.com/blog/files/financial_realities.html
115,000 Apps & Findability? http://148apps.com/10000
More Open ≠ No Gatekeeper 96% Approved (what about that 4%?)
Some Rejected Applications • Obama Trampoline • MyShoe • I Am Poor • The South Park App • Pull My Finger • iBoobs • Slasher • Murderdome • Podcaster • Freedom Time • Google Voice • iSinglePayer "Even though my personal political leanings are Democratic, I think this app will be offensive to roughly half our customers. What's the point?" — Steve Jobs http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html
http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html
The Mobile Internet is Bigger Than You Think
http://bits.blogs.nytimes.com/2009/04/30/the-hundred-million-dollar-mobile-app-question/
iPhone Only Part of World Wide Market Symbian RIM iPhone Microsoft Android Others 20000 19107 15000 10000 8521 7363 5000 3631 1455 0 1316 Q3 2009 Smartphone Sales — Thousands of Units http://www.canalys.com/pr/2009/r2009112.htm
iPhone Only Part of US Market RIM Apple HTC Palm Nokia Samsung Others 1% 4% 2% 5% 6% 52% 30% Q3 2009 Smartphone Market Share Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
Symbian Windows Mobile Objective C WebOS C Java ME Dalvik Palm Visual Basic C++ .NET Compact BREW Flickr photo by André-Batista: http://www.flickr.com/photo_zoom.gne?id=408700622&size=o
Google Mobile — App Challenges • Pressure from CEO for rapid releases • 10+ platforms to support • Over 100 different builds http://www.flickr.com/photos/83731031@N00/445924458/ • http://www.flickr.com/photos/mcdave/142758127/ http://www.flickr.com/photos/nataliejohnson/290541732/
The Mobile Internet is Bigger Than You Think
The Mobile Internet is Bigger Than You Think
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
Apps are Just the Tip of the Iceberg • Small & medium businesses will be impacted by mobile, but haven’t yet. • Can people find their locations, information on mobile? • Enterprise barely begun — access to Intranet content • Mobile search = mobile search optimization • What about Google Maps? How to make sure you show up? • Mobile advertising campaigns and planning
Tips for Your Mobile Strategy
Consider Whole Mobile Strategy What happens if they don’t have your app?
The App Store is Not Your Marketing Strategy
What is Your Recurring Revenue Plan? http://www.pinchmedia.com/appstore-secrets/
Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.
BMW Turned $70k MMS into $45M Revenue
Plan for Mobile Context personal permanently carried always on built-in payment channel creative impulse social context location aware accurate audience measurement
http://mobileportland.com
Thank You for Your Time! http://cloudfour.com/blog • Twitter: @grigs Mobile Portland: http://mobileportland.com Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
Backup Slides
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

More Related Content

The Mobile Internet is Bigger Than You Think

  • 1. Mobile Internet is Bigger than most Think it is. Jason Grigsby • SAO Dec 2009 @grigs on Twitter • jason@cloudfour.com cloudfour.com • mobileportand.com
  • 2. Mobile is the Technology that Cried Wolf. Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
  • 3. Mobile is the Technology that Cried Wolf. (for 15 years) Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
  • 4. “The Mother of all Markets.” Dr. Eli Harai, San Disk CEO, 2008 John Sculley, Apple CEO, 1992 http://query.nytimes.com/gst/fullpage.html?res=9E0CE5D9143AF93AA25754C0A964958260
  • 5. The Hope for Mobile What is the likelihood of exponential growth for the Internet on Mobile Devices?
  • 6. !"#$%&'()*&+)&*',-*./0&1'2&13*".'()*&+)&*'45".*$") $67")&'8'$9"-07':1&+1';'<='4,>':1&+1'?'@-/+*&+1'4A*&+'>/-)07 3<7=4/1>13?=+571G0H1@??1A=5=B=13CB=A/1G0H1DE61G0H1@/.05,F/1I0/-0 J3-0.1#"1(+,-./-012345/16,+457 M&):: '" ,&-./"()*%"+*"% !"#$%&'()*%"+*"% 3<7=4/1>13?=+57 @/.05,F/K &" 6,+457/A1'L") 6,+457/A1!#L*% %" 2+805-38/-019::; M#&:: ,&-./"()*%"+*"% $" @??1A=5=B=13CB=A/ 6,+457/A1'L** #" M!!:: !"#$%&'()*%"+*"% !" DE6K M):: G1#H"16,+457/A1*L*% (! ($ (& () (* (!! (!$ (!& (!) (!* (+,-./-012345/16,+457 3<7=4/1>13?=+57 @??1A=5=B=13CB=A/ DE6 @/.05,F/ !"#$%&'()*&+,-+./0-$/+&12#2&3"#&242052-5$&-$6"/$&789%:;<&!$#+.2=$&,+$/+&50>0#$1&#"&?@&"35AB&C"/D23&@#235$A&E$+$2/.F&$+#0>2#$+& 26 G9:CC&3$#-""H+&F24$&+F0==$1&03&60/+#&$0DF#&I,2/#$/+&+03.$&52,3.F JKLMLNOB&@",/.$%&7">=23A&E$="/#+&P&C"/D23&@#235$A&E$+$2/.FB Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 7. Opera Mini Traffic Increases Usage up 157% year-over-year http://www.opera.com/media/smw/
  • 8. 4.0 Billion Mobile phone for half the planet. Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
  • 9. 4 Billion in Perspective 4 4B 3 2 1.2B 1.3B 1.4B 1.5B 1.2B 0.85B 0.95B 1 Cars PCs Landlines Email 0 Internet TVs Credit Cards Mobile Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html http://www.communities-dominate.blogs.com/brands/2008/12/trillion-with-a.html
  • 10. 2007 SMS Revenue: 100 billion Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/
  • 11. 2007 SMS Revenue: 100 billion •Box Office •DVD Sales & Rentals Combined •Music Industry •Video Games Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 14. 56 million http://blog.wired.com/gadgets/2009/02/shoot-is-iphone.html#c148364123 devices 115,014 http://www.newsweek.com/id/174266 apps > 2 billion http://businessweek.com/@@0M43kIYQYKPISw0A/technology/content/sep2008/tc20080930_257832.htm downloads
  • 19. Ringtone Apps http://twitter.com/justin/status/1210786170 http://furbo.org/2008/12/09/ring-tone-apps/ http://furbo.org/2009/02/16/raising-prices/
  • 20. Ringtone Apps 40000 30000 20000 10000 0 0 .99 1.99 2.99 3.99 4.99 5.99 6.99 7.99 8.99 9.99 10.99 11.99 12.99 13.99 14.99 15.99+ http://148apps.biz/app-store-metrics/?mpage=appprice
  • 21. Brutally Honest iPhone App Sales: $32k Spent vs. $535 Revenue Dapple http://www.streamingcolour.com/blog/2009/03/09/the-numbers-post-aka-brutal-honesty/
  • 24. Pinch Media’s Conclusions •Users stop using the average applications quickly. •Long-term audiences are generally 1% of total downloads •Paid apps retain users longer, but still steep drop off. •Difficult to make enough money from a free application based on advertising revenue http://www.pinchmedia.com/appstore-secrets/
  • 25. Success Determined by Top Lists & Features http://appcubby.com/blog/files/financial_realities.html
  • 26. 115,000 Apps & Findability? http://148apps.com/10000
  • 27. More Open ≠ No Gatekeeper 96% Approved (what about that 4%?)
  • 28. Some Rejected Applications • Obama Trampoline • MyShoe • I Am Poor • The South Park App • Pull My Finger • iBoobs • Slasher • Murderdome • Podcaster • Freedom Time • Google Voice • iSinglePayer "Even though my personal political leanings are Democratic, I think this app will be offensive to roughly half our customers. What's the point?" — Steve Jobs http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html
  • 32. iPhone Only Part of World Wide Market Symbian RIM iPhone Microsoft Android Others 20000 19107 15000 10000 8521 7363 5000 3631 1455 0 1316 Q3 2009 Smartphone Sales — Thousands of Units http://www.canalys.com/pr/2009/r2009112.htm
  • 33. iPhone Only Part of US Market RIM Apple HTC Palm Nokia Samsung Others 1% 4% 2% 5% 6% 52% 30% Q3 2009 Smartphone Market Share Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 34. Symbian Windows Mobile Objective C WebOS C Java ME Dalvik Palm Visual Basic C++ .NET Compact BREW Flickr photo by André-Batista: http://www.flickr.com/photo_zoom.gne?id=408700622&size=o
  • 35. Google Mobile — App Challenges • Pressure from CEO for rapid releases • 10+ platforms to support • Over 100 different builds http://www.flickr.com/photos/83731031@N00/445924458/ • http://www.flickr.com/photos/mcdave/142758127/ http://www.flickr.com/photos/nataliejohnson/290541732/
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  • 40. Apps are Just the Tip of the Iceberg • Small & medium businesses will be impacted by mobile, but haven’t yet. • Can people find their locations, information on mobile? • Enterprise barely begun — access to Intranet content • Mobile search = mobile search optimization • What about Google Maps? How to make sure you show up? • Mobile advertising campaigns and planning
  • 41. Tips for Your Mobile Strategy
  • 42. Consider Whole Mobile Strategy What happens if they don’t have your app?
  • 43. The App Store is Not Your Marketing Strategy
  • 44. What is Your Recurring Revenue Plan? http://www.pinchmedia.com/appstore-secrets/
  • 45. Know Your Demographics Blackberry has Emerging markets 40% 80% global enterprise of worldwide mobile market. MMS traffic.
  • 46. BMW Turned $70k MMS into $45M Revenue
  • 47. Plan for Mobile Context personal permanently carried always on built-in payment channel creative impulse social context location aware accurate audience measurement
  • 49. Thank You for Your Time! http://cloudfour.com/blog • Twitter: @grigs Mobile Portland: http://mobileportland.com Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
  •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ource: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html