Trends in Mobile Apps (PDF Version) by Katie Lips for BCS London. March 2011. This presentation covers the mobile ecosystem trends in early 2011 from App Discovery to Tech tricks.

1. TRENDS IN
MOBILE APPS
Katie Lips
Mobile Consultant
@katielips
Monday, 28 March 2011
This presentation was given at BCS London on 24th March 2011.
http://www.bcs.org/

2. Today’s Talk
• Where are we at?
• 5 trends
• What’s next?
Monday, 28 March 2011
Today we’ll cover some emerging trends in mobile apps. And take a look at what’s next.

3. My first Mobile App
Monday, 28 March 2011
2004
I started working with mobile in 2004. Back then it was really hard to reach users as an independent developer or small business. Treasuremytext saves millions of messages for users
around the world. For some it is the ultimate mobile app. http://www.treasuremytext.com/ It’s really a web app!

4. My first iPhone App
Monday, 28 March 2011
2008
My first iPhone app project was in the early days of iPhone. We were one of the first 4000 iPhone developers to get approved onto the programme. This was a super exciting time. Coffee
Buzz was designed as a vehicle to discuss app development, and the app store ecosystem. http://www.coffeebuzzapp.com/ The report - The Making of Coffee Buzz gives the low down on
development issues. http://www.edocr.com/doc/549/making-coffee-buzz-iphone-app-v1-1-0

5. Reports & Papers
Monday, 28 March 2011
2008-10
I’ve been involved in writing several reports on iPhone and mobile apps.
The Amazing iPhone report - http://www.edocr.com/doc/549/amazing-iphone-opportunity-business-owners
Predicting the iPad http://katielips.posterous.com/predicting-the-ipad-17-ipad-predictions
Winning iPhone Strategies http://www.scribd.com/doc/22647946/Winning-iPhone-Strategies-Report

6. My first Android App
Monday, 28 March 2011
2009
The Treasuremytext for Android app gave a new lease of life to the SMS archive service. And won an Android Challenge award http://www.treasuremytext.com/p/apps

7. Little World Gifts
Monday, 28 March 2011
2010
Little World Gifts is a virtual gifts platform on iOS, on the web and in Facebook. It leverages web and mobile together and is aimed at helping brands reach users with fun interactive content.
We recently worked with WWF, Tate and la Senza. http://www.littleworldgifts.com/

8. MOBILE STRATEGIST
Monday, 28 March 2011
2011
I now work as a mobile strategist with brands and agencies. I work with mobile strategy across iOS, Android, Blackberry, WebOS, and Mobile Web and am currently working on lots of exciting
projects with Brand Advocate London. http://www.brand-advocate.co.uk/

9. WHERE ARE WE AT?
Monday, 28 March 2011
So... where are we at?

10. Who’s in the lead?
Monday, 28 March 2011
So Android has just overtaken in terms of installs. But importantly not in revenue. This is from a recent report by Neilsen. http://blog.nielsen.com/nielsenwire/online_mobile/who-is-winning-the-
u-s-smartphone-battle

11. But what about apps?
Number of
OS / OEM App Store Number of Apps Developers
Downloads
iOS iTunes 400,000 10 billion 200,000
Android Android Market 200,000 3 billion 180,000
Ovi Ovi Store 30,000 1 billion? 400,000
Blackberry Blackberry App World 20,000 1 billion 350,000
Windows 7 Windows Phone Marketplace 11,000 1 billion? 300,000
HP WebOS App Catalogue 6,000 1 billion? ?
Monday, 28 March 2011
These figures have been gathered from a variety of websites. Therefore take these as a guide rather than fact. Or check them!
iPhone
10bn apps downloaded - http://www.apple.com/itunes/10-billion-app-countdown/
200,000 Developers - http://www.macworld.co.uk/business/news/index.cfm?newsid=3244684
400,000 apps - http://iphoneappstoday.com/2010/12/app-store-approaches-400000-accepted-apps/
Android
200,000 apps - http://www.androlib.com/android.category.applications-j.aspx
Ovi
30,000 apps - http://www.readwriteweb.com/mobile/2011/01/nokia-announces-30000-ovi-apps-talks-strategy.php
Number of developers - http://info.publish.ovi.com/?p=871
Blackberry
Store - http://appworld.blackberry.com/webstore/
20,000 apps - http://www.techvibes.com/blog/rims-blackberry-app-world-adds-27-markets-worldwide-hits-20000-app-milestone-2011-02-14
Snapshot - http://devblog.blackberry.com/2010/12/dev-blog-end-of-year-2010/
Wikipedia - http://en.wikipedia.org/wiki/BlackBerry_App_World
Windows
10K apps - http://windowsteamblog.com/windows_phone/b/windowsphone/archive/2011/03/15/pinworthy-marketplace-tops-10-000-5-great-new-apps.aspx
Developers - http://geekswithblogs.net/campuskoder/archive/2011/03/08/144248.aspx

12. Reaching customers
• Pros and cons to single ecosystem
• Single platform + rollout is common
• It depends where your customers are
Monday, 28 March 2011
Whilst for some, the largest store with the largest amount of Credit Cards is the route, for others the smaller ecosystems offer significant opportunities to target apps at better defined groups.

13. What about Tablets?
• Still super early in terms of tablets
• The OS will have an impact
• iPad has done some things we
thought it would and more
Monday, 28 March 2011

14. Monday, 28 March 2011
Only 10 months ago I wrote a report called Predicting the iPad. And it’s perhaps too early to say which came true yet.
http://katielips.posterous.com/predicting-the-ipad-17-ipad-predictions

15. Did it come true?
• 1. iPad will end the fascination with small.
• 2. iPads will replace business laptops.
• 3. iPad will force a decline in single use devices.
• 4. iPad is new computing: not just casual but social.
• 5. TV will become both more solitary & social.
• 6. iPad will let us all feel it’s ok just to consume.
Monday, 28 March 2011
http://katielips.posterous.com/predicting-the-ipad-17-ipad-predictions

16. Did it come true?
• 7. iPad will be a great Gaming platform.
• 8. iPad will be good for the music industry.
• 9. iPad could transform the publishing industry.
• 10. iPad will change the delivery of healthcare.
• 11. iPad will revolutionise Teaching and Learning.
• 12. iPad... Coming to a car showroom near you.
Monday, 28 March 2011
http://katielips.posterous.com/predicting-the-ipad-17-ipad-predictions

17. Did it come true?
• 13. iPad... Coming to a museum near you.
• 14. iPad will make Design more important.
• 15. iPad will us make happy to pay more.
• 16. iPad could revolutionise TV.
• 17. iPad will favour fewer, but better developers.
Monday, 28 March 2011
http://katielips.posterous.com/predicting-the-ipad-17-ipad-predictions

18. Apps in March 2011
• iPhone App Market is maturing
• Other app ecosystems are doing well
• Full impact of iPad yet to be seen
• Whilst tablets are hugely exciting,
there’s still room for innovation in
apps on phones
Monday, 28 March 2011

19. TREND1
PUBLISHING
REINVENTED
Monday, 28 March 2011

20. Books
Monday, 28 March 2011
http://itunes.apple.com/gb/app/writers/id424181055?mt=8

21. Books
Monday, 28 March 2011
http://itunes.apple.com/us/app/alice-in-new-york/id422073519?mt=8

22. Publishing
Monday, 28 March 2011
http://itunes.apple.com/us/app/post-matter/id410859617?mt=8

23. Publishing
Monday, 28 March 2011
http://itunes.apple.com/gb/app/flipboard/id358801284?mt=8

24. Publishing
Monday, 28 March 2011
http://itunes.apple.com/gb/app/sky-news-for-ipad/id422583124?mt=8

25. TREND2
GAMES BIGGEST
EARNER
Monday, 28 March 2011

26. Games
Monday, 28 March 2011
Games - follow the story of Chillingo. From mobile publisher to iPhone app publisher. To iPhone games publisher to mobile games publisher. Bought recently by EA. http://www.chillingo.com

27. Games
Monday, 28 March 2011
27/35 top grossing apps are games

28. Games Stats
"The two leading Western mobile games publishers,
EA Mobile and Gameloft, reported record annual
revenues of $215m and $187m respectively. For both
publishers, the strong 2010 performance was largely
driven by the continued success of their games for
Apple's iOS (iPhone, iPad, iPod Touch devices)."
- Mobile Market Monitor: Games Q4 2010
Monday, 28 March 2011

29. Games Stats*
• In iOS Games make up 50% of app
revenue
• Whilst Games make up only 17% of
apps
*From http://www.mobilemarketer.com/cms/news/gaming/6519.html
Monday, 28 March 2011

30. Games Stats*
• “For EA, 75% of mobile game revenue
comes from iTunes App Store”
- Elizabeth Harz, Senior VP Global Sales,
Electronic Arts
*From http://www.mobilemarketer.com/cms/news/gaming/6519.html
Monday, 28 March 2011

31. TREND3
APP DISCOVERY
Monday, 28 March 2011

32. What’s the problem?
Monday, 28 March 2011

33. Monday, 28 March 2011
There are loads of apps!

34. “I don’t want
loads of apps...”
“Just some
really cool
ones!”
Monday, 28 March 2011

35. Monday, 28 March 2011
Many of us only actually use a handful of apps every day.

36. App Discovery
• New app stores on the web
• Niche app stores
• Apps to help you find apps
• More categories
• Sites to let you share your apps
• App bookmark services
Monday, 28 March 2011

37. Monday, 28 March 2011
http://www.appbrain.com/
http://www.mobango.com/
http://appcircus.com/
http://www.getjar.com/
http://www.stumbleupon.com/
http://appsfire.com/
http://chomp.com/
http://www.androidpolice.com/2011/03/01/kapps-lands-in-market-a-social-twist-on-app-discovery/
http://www.envionetworks.com/
http://sidebar.com/
http://www.offermobi.com/
http://www.appolicious.com/

38. EXPECT NEW
ENTRANTS TO THIS
SPACE
Monday, 28 March 2011

39. TREND 4
TECH TRICKS STILL
WOW CROWDS
Monday, 28 March 2011

40. Garageband
Monday, 28 March 2011
http://itunes.apple.com/us/app/garageband/id408709785?mt=8
Garageband - recognises how hard you strum, or play the piano!

41. Instagram
Monday, 28 March 2011
http://itunes.apple.com/us/app/instagram/id389801252?mt=8
Instagram makes photos look amazing. And it helps you share them just with your favourite few friends.

42. TREND 5
IT’S NOT JUST iOS!
Monday, 28 March 2011

43. Mobile Expansion
• Where do brands go after iPhone?
• Increased interest in Android
• Mobile Web for x-platform strategy
• Tablet strategy - Android, iPad,
WebOS
Monday, 28 March 2011

44. Mobile Expansion
- appcelerator.com
Monday, 28 March 2011
http://www.appcelerator.com

45. WEB APPS PRICE WARS
LESS ADS MORE TABLETS
MOBILE WEB KILLS APPS
WHAT’S NEXT?
NFC PAID CONTENT
MOBILE COMMERCE
BETTER ADS HTML5
Monday, 28 March 2011

46. THANKS!
@katielips
katielips@me.com
Monday, 28 March 2011
This presentation was given at BCS London on 24th March 2011.
http://www.bcs.org/