Trends in Android Nov 2016 - DevCon Manila

ANDROID DOMINATION

3

Mobile operating systems dominated by Android

*July - September 2016Source: Strategy Analytics (http://www.cnbc.com/2016/11/03/google-android-hits-market-share-record-with-nearly-9-in-every-10-smartphones-using-it.html)

WW smartphone OS market share2009 - 3Q 2016*

Others (0.3%)

87.5%

12.1%

4

Google leads in terms of downloads…

WW App Downloads1Q2016. Indexed

Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)

0

25

50

75

100

x2

Q1 2012 Q1 2014 Q1 201647271.5

5

36x

…and has been doing a good job in terms of monetisation…

Quarterly WW Google Play RevenueIndexed 2014

Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)

6

…but Apple continues to lead in terms of revenue generation

WW App Revenue1Q2016. Indexed

Source: AppAnnie (http://blog.appannie.com/app-annie-index-market-q1-2016/)

0

25

50

75

100

x2

7

Developers in emerging markets think about Android first…

Platform priority for Developers by country2016

Source: MobiScroll (https://blog.mobiscroll.com/launching-an-app-on-ios-android-or-both-at-the-same-time/)

8

…but they have to deal with a huge Android fragmentation

Source: Business Insider (http://www.businessinsider.sg/android-fragmentation-and-the-effect-on-samsung-sales-2015-8/)

Models by Android manufacturer (Aug 2015)

20,000 devices with 10+ OS versions

A CROWDED APP WORLD

10

90% of time on mobile is spent using Apps which is good…

Source: Flurry (http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is)

Distribution of time spent on mobileUS. Jun 2015

Apple App Store Google Play Amazon Aptoide

700,000600,000

2,200,0002,000,000

11

Apple App Store Google Play Amazon App Store Aptoide

Source: Statista (http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/)

…but how to stand out within 2 Million Apps?

Apps available in App Stores (June 2016)

12

Additionally, users are not using more Apps…

Source: Business Insider (http://www.businessinsider.sg/average-number-of-apps-vs-time-spent-2016-5/) & Mary Meeker “Internet Trends”

Apps used per monthUS. 4Q2011 - 4Q2015

12 Apps used per day (3 of them account for

80% of usage)

Source: Business Insider (http://www.businessinsider.sg/sensor-tower-94-percent-of-app-store-revenue-comes-from-top-1-percent-publishers-2016-5/)

…so all the money goes to a few top publishers

App store revenue breakdown (US. Q1 2016)

14

Is it possible to disrupt a world dominated by giants like Facebook?

Source: Business Insider & Statista (http://www.businessinsider.sg/facebook-dominates-online-messaging-2016-7/)

MAUs from social & messaging apps2016

15

Pokémon did it!

Avg usage of AppsUS. July 2016

Source: Business Insider (http://www.businessinsider.com/pokemon-go-popularity-shown-by-app-usage-time-2016-7)

HOW TO STAND OUT?

17

3rd-party App Stores already represent half of Google Play downloads…

2015 2016F 2020F

80

41

31

166

7854

352724

Mobile App DownloadsBillions (2015 - 2020F)

…

3rd-partyandroid

Source: AppAnnie presentation at TiA SG 2016

18

APPS TIMELINE

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EXCLUSIVE CONTENT

Apps not available in Google Play

Relevant tech articles and suggested Apps

No login or geographic restrictions

Rollback, Schedule & Ignore update features

24 Million downloads

… because they offer unique features not available in Google Play…

19

Myanmar

Philippines

Singapore

… so developers can use them as additional acquisition channels

20

November 2015 June 2016

15. India16. Philippines17. Morocco18. Argentina19. Malaysia20. Portugal21. Turkey22. Thailand23. Indonesia

15. Indonesia16. Chile17. Philippines18. Morocco19. Argentina20. Turkey21. Portugal22. Malaysia23. Thailand

Used Language

Country Ranking…

6xBahasa

Bahasa

…

Used Language

Country Ranking

Having local languages is critical…

21

…but localisation goes much beyond just translating your App

Covered face in Arabic version

Castle Clash versions in Aptoide

22

The size of your App matters!

Source: Akamai State of the Internet Report

Philippines with slow & expensive data

connections

Avg Internet connection speedsMbps

2.5

Phili

ppin

es

23

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