The App Store - HKTDCworldsmeexpo.hktdc.com/pdf/2011/SeminarRoom_E/Dec... · A craze is a product,...
Transcript of The App Store - HKTDCworldsmeexpo.hktdc.com/pdf/2011/SeminarRoom_E/Dec... · A craze is a product,...
1PRIVATE & CONFIDENTIAL
The App StoreRevolution Craze
Benny Leung
10 Sept 2009
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How many people?
Use iPhoneUse Nokia phoneUse BlackBerryUse Android phone
Use Windows Mobile phone
Use other SmartPhones
Have more than one mobile phones
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Why use Smartphone?
Download applications (e.g. games, tools, infotainments and etc.)
Communications (e.g. email, Windows Live Messenger and etc.)
Mobile / web Internet surfing Download mobile contents
(e.g. screen savers, wallpapers, ring tones)
Media (music, video, and photos)
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Mobile Culture Phenomenon
80’s Voice only
90’s Voice SMS Build in games and
applications
21st Century SMS Media (video, photo, music) Email Communication Voice
Now & Future Download apps Email Communication Mobile / Web Internet surfing Wallpaper, ring tone download SMS Voice
SmartPhone era!!
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What is “Craze”?
A craze is a product, idea, cultural movement, or model that gains popularity among a small section of the populace then quickly migrates to the mainstream.
Crazes are characterized by their lightning fast adoption and swift departure from public awareness.
Crazes are also characterized by their unusually high interest and sales figures relative to the time they are active in the marketplace, as compared with other similar products, ideas, cultural movements or models.
Source from Wikipedia
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“App Store” Craze
Apple iphone app store
CATALYST
Nokia ovi store BlackBerry AppWorld
Windows Mobile Marketplace Android AppMarket
RESULT
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Apple iphone app store
Basic Information Over 1 billion apps download (as at Q2
2009) Over 65,000 apps in app store
Pros Strong brand (“Trendy”) Simple purchase process Low entry barrier for the developer Less fragmentation
Cons Apps only download in app store Saturated marketplace No flash player
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BlackBerry AppWorld
Basic Information No new SDK or Developer tools Payment via Paypal Additional cost for any new app
development
Pros Strong Business and executive brands Relatively high APRU! Less fragmentation
Cons Expensive development cost High pricing barrier
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Android AppMarket
Basic Information Open Source development kit (Android
SDK) Launched in 2008
Pros 24 hour return policy Adopt outside of smartphones
Cons Low penetration rate Fragmentation likely
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Windows Mobile MarketPlace
Basic Information ETA: Q4 2009 Windows Mobile 6.5 Device Additional cost for every new app
development
Pros Lots of devices (HTC, SE, Samsung, LG…) Heavy branding Lots of existing apps to port / reuse
Cons Fragmentation Likely Still early on details (Windows Mobile 7?)
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Nokia ovi store
Basic Information Launched in May 2009 Largest devices distribution in the market Free of charge for apps development
(except Symbian certificate) Support Flash lite, Java, Symbian S60
Pros Global Market Not only apps, but also support other
media types (wallpaper, ring tone and etc.)
Open Policies (e.g. allow mobile carriers billing)
Cons Fragmentation S60 = aging mobile experience
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Mobile Business in SmartPhone
Mobile Carriers Music store service launched by CSL
in March 2009 Across both web and mobile
platforms Musicholic client apps (BlackBerry,
S60 smartphones, Java phones, Windows Mobile phones)
App download with monthly subscription ties in
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Mobile Business in SmartPhone
Sell Apps Free to Paid apps Paid apps Subscription model ties in
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Mobile Business in SmartPhone
Mobile Commerce
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Mobile Business in SmartPhone
Mobile Ads & Sponsorship
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Future
What shall app stores and mobile content be like in 2-3 years (more and more app stores, SmartPhones manufacturers)?
Is there a mobile app store “Bubble” forming (i.e. year 2000 DOT COM era)?
Are “app stores” the next big trend on portable devices other than SmartPhones (e.g. tablets)?