1. The App Trap
15 February 2011

2. Who is this guy?
• 20 years of experience in print and online
• Orange, EMAP Online, Dennis Interactive,
Leader of Dennis ‘Skunkworks’, Imagine
• Launched 8 websites in the past 3 years -
2.5 million new readers - including Know Your
Mobile and UK Mobile Phone Deals
• Over 40 apps on the App Store

3. The Good News
• 3 billion mobile devices in use
• More users will access the net via
mobile than PCs within 4 years
• Smartphone sector is exploding -
200m sold in Q4 2010
• Control is shifting from carrier to
consumer
• App Store 10bn downloads, $1bn
revenues

4. The Bad News
• Market fragmentation
• ‘App Store’ hysteria
• Cowboys & sharks circulating
• The boss wants an iPhone/iPad app
• Fear of not making a killing

5. Market Fragmentation
• iOS
• Android
• webOS
• Windows 7
• BlackBerry
• Symbian?

6. 2005
£40 million
$500m

7. 2011
10 billion downloads
$1 billion revenue total
$35,000 development
$3000 revenue per app
Source: Communities Dominate Brands

8. Avoid the App Trap
Share up-front costs
Integrate into workflow
Budget for updates
Recruit & develop talent
Source: Communities Dominate Brands 2011

9. Wayne Gretsky
“A great hockey
player skates to we
the puck is going to
be, not where it is.”

10. An Alternative?
• iOS HTML
• Android CSS
• webOS
• Windows 7 jQuery/
• BlackBerry javascript

11. The advantages
Level playing surface
Data collection
Cross-platform
No App tax & approval
Cheaper dev costs
The next big things...

12. Any Questions