Портрет мифического разработчика мобильных приложений

Page 1 Copyright VisionMobile 2012

The Mythical App Developer Mobile VAS Conference

VisionMobile


VisionMobile

Distilling market noise into market sense

Developer Economics the de-facto research hub for the app economy

Telco Economics New economic thinking for managing disruption and reinventing the Telco

Developer research reports: measuring developer sentiment on platforms, regions, revenues and developer tools

Developer outreach & segmentation: understand, segment and effectively reach developers

Mobile Megatrends workshop Public workshops on the stage of the mobile ecosystem

Mobile Insider Mobile Insider is a monthly publication that examines the most important trends in mobile

Mobile Innovation Economics workshop how Internet business models are impacting telecoms

Trends watch Tracking app and developer trends

Market Sonar a quarterly service using big data to predict app economy trends

App ecosystems: Research and analysis on the state of the app economy

Top-100 analyst blog 4,000+ subscribers 20,000+ monthly uniques


Trusted by industry brands

Clients

selected VisionMobile clients

2008-2012 Page 4

from an established analyst company selected clients 2009-2012


Apps is just the tip of the iceberg


The new rules of the game in mobile telco need new skills to compete in the new market environment

new rules

700,000+ apps (encompassing all user needs)

old rules

4 apps (voice, text, contacts, camera)

new & unpredictable proven & predictable business models

share of needs, attention & wallet

basis of competition

choice & flexibility of services

reliability & scale of networks

Source: VisionMobile

service distribution platforms telco


Duopoly in smartphone platforms iOS and Android dominate shipments and developer mindshare

Apple dominates high-end segment

Android takes the rest

Source: Business Insider

700K apps

700K apps

100K apps


Duopoly in smartphone shipments two players dominate shipments and profits – both have advantage of tailored value-chain

2 players dominate smartphone shipments

8 OEMs with more than 2% market share

Source: Asymco


The 2nd wave of disruption in the handset market hardware becomes distribution vehicle for digital services and e-commerce


emerging model hardware = distribution

traditional model hardware = profits

No Name

Take most profits

Lose money or break-even


Apps are key competitive advantage for platforms satisfy wide spectrum of needs and use cases

700,000 apps 700,000 apps


Platform

Platforms win by locking users to developers drive exponential growth and lock-in of users and developers

app store locks developers to users


users are locked by habits represented by apps

Developers are locked by skills and experience


Developers are key resource for platforms key challenge is sorting through the noise

competing platforms

Developer mindshare leaders

telco API and app stores

telecom overlays plethora of dev tools

chipset makers

handset makers


www.DeveloperEconomics.com Free research reports on app economy and developer ecosystem

help developers build a successful

app business



Page 15 Copyright VisionMobile 2012 15

VisionMobile developer segmentation model What is a developer? Developers differ greatly in platform & API decisions

Motivations & drivers

Hobbyists Fun and coolness

Explorers Opportunity and ancillary income

Hunters (pro developers) Profits from apps

Guns-for-hire Probability of winning a project

Brands and verticals Brand affinity and user engagement

Digital content publishers Access to large addressable market

Venture-backed startups Attracting investment and achieving exit

Corporate IT De-risking and information security


User reach trumps monetisation for developers of all platforms except BlackBerry

16 Source: VisionMobile, based on data from Developer Economics 2012 survey

user reach monetisation

Ranking of developer’s goal by platform %% on 7 major platforms (n = 1,431)


Developing for clients or an employer pays better average app/month revenue by employment type (n=995)

Source: VisionMobile, Developer Economics 2012 | www.DeveloperEconomics.com Licensed under Creative Commons Attribution 3.0 License


Finance & real-estate generate highest revenues average revenue per app/month by client industry (n=665)



Hard work pays more - rewards vary by platform average revenue per app/month by development time (n=695)



Apps developed in the US pay better average revenue per app/month by country (n=384)



Developer Economics 2013 (January 2013)

20+ marketing partners

Translation in 6 languages

French, German, Korean, Portuguese, Russian, Spanish

Developer tools & services

Ad networks Backend-as-a-service

Bug tracking Cross-platform tools

Cross-promotion networks User analytics Voice services

Marketing and Regional partners from across the globe

2,840+ responses

Total responses 3,460


Developer Journey methodology Maps full spectrum of issues facing app developers, from app conception to user support

application planning

retailing & discovery

develop & debug

market readiness in-use

- platform APIs

- IDEs, SDKs, samples & docs

-  UI creation tools

-  content creation tools

- debugging & profiling tools

-  forums, sites and tech support

-  test frameworks

- porting tools

-  developer registration & certification

-  app signing & certification

-  app submission

- regional testing

- beta testing with end users

- localisation frameworks

- packaging and SKU management

-  app publishing

-  distribution agreements

-  billing providers

-  in-app advertising

-  paid apps

-  virtual goods

- revenue share

-  payment settlement

- sales analytics

- usage analytics

-  runtime profiling

- user ratings mgmt

- user support

- app updates

- privacy compliance

-  concept design

-  feature design

-  APIs available

-  prototyping tools

-  audience targeting

-  platform selection

- conferences & competitions

distributiion & monetisation

-  curation

- pricing, bundles

- advertising & promos

-  cross-app promos

-  app marketing & PR

-  app merchandising


Usage of tools vary by platforms Use of services and tools by primary platform (n=2,898)

43%$

28%$25%$

20%$

15%$

8%$6%$

31%$

15%$

21%$

9%$ 9%$7%$

5%$

22%$

27%$

38%$

19%$

13%$

5%$ 6%$

34%$

39%$

29%$

15%$18%$

9%$

4%$

46%$

25%$

16%$

21%$

15%$

9%$7%$

0%$

10%$

20%$

30%$

40%$

50%$

Ad$networks$ User$analy;cs$ Cross$pla?orm$tools$ Bug$tracking$services$ BackFend$as$a$Service$ Cross$promo;on$networks$

Voice$services$

Services(&(Tools(for(developers((n=2,898)(

Android$ BlackBerry$ HTML$ iOS$ Windows$Phone$



Which platform? Budget planning Revenue expectations Which business model? Which region/market?

Developer tools How to reduce costs? How to improve time-to-

market? Lean mobile development

How to reach more users? How to engage them? How to monetize your users

more effectively?

build.DeveloperEconomics.com {Beta}

“TripAdvisor” for building a successful app business

Page 25 Copyright VisionMobile 2012 Copyright VisionMobile 2011

Knowledge. Passion. Innovation.

[email protected] Michael Vakulenko | Strategy Director | +44 2033 844166

Updated: 12 November 2010

Thanks for listening!


want more? http://visionmobile.com/strategy

“Mobile Innovation Economics” learn the rules of ecosystem game

and asymmetric competition

“Telco Innovation Toolbox” economic and strategy tools for

rethinking telco business