This was presentation at Media Mantra:Magic of Apps event by Students of PG Diploma in Communication and Media in 2014.

1. What are Apps?
In a layperson’s Ianguage
Mira K Desai
Associate Professor
University Department of Extension Education
SNDT Women’s University

2. Telephonic Conversations over time
1876
Alexander
Graham Bell
“Watson, Come
here . I need
you” was the
first voice
message to be
electronically
transmitted.
July 1969
U S President
Richards Nixon
called up Neil
Armstrong and
Edwin Buzz who
were on Apollo 11.
Said ”the most
historic telephone
call ever made”
April 1973
Martin Cooper of
Motorola called Joel
Engel at Bells Labs
from his portable
cellular telephone,
said “Guess who this
is, you sorry son-of-
a-bitch”

3. The FIRST commercial Cell phone…..
• Marketed in 1983
• Motorola DynaTAC 8000X
• 13 x 1.75 x 3.5 inches
• Weighed about 2.5 pounds
• Could talk for about 30 min.
• Cost $3,995+monthly service
fees+ per-minute charges
• Had simple contacts App in OS

4. Mobile Phones…invention as is!
Not only technology but livelihood, life, luxury….

5. The mobile phone Generations….
1G to 2G to 3G

6. Players…..Parties
• OEM- Original Equipment Manufacturer
• OS- Platform keeps mobile breathing
• Mobile Service Provider  keeps connectivity
• Mobile App developer  Creates value
• App Stores  Sell you what developers made
• USERS  who wants to reach you through your
mobile for selling or helping or entertaining
• YOU for whom the equipment exists or WHO
owns that mobile equipement

7. Apps…… for WHAT?
Socialize
Fool
around
Manage money
Make work
easy
Sell
something

8. Apps from need to…..necessity
2008 2014
Handset
Manufacturers
providing utility to
attract customers

9. The Space….
Mobile Phone Manufacturers
• Apple
• Nokia
• RIM (BlackBerry)
• Samsung
• HTC
HARDWARE
Mobile Operating Systems
• Palm OS now Garnet
• Mac iOS
• Windows
• BBM
• Android
• Symbian
SOFTWARE
Apple is not a software only but a platform also as they
make their own OS

10. The App STORES

11. apps…..
• Applications….are software.
• In the past were provided by hardware
manufacturers
• Has Become products rather than utilities
• Already are Spaces for advertising
• May become marketing devices and
independent industry in near future

12. Apps Everywhere now……
Source- http://www.mobilemoxie.com/2012/02/develop-mobile-web-or-phone-app/
PHONE Apps Web Apps
iphone, Android, Nokia, Palm
applications must be developed
separately.
Work on ALL smart phones! This
includes iphone, Android, Nokia,
Palm and others.
iphone, Android, Nokia, Palm
applications must be developed
separately.
Web applications have to be
updated once when there is an
enhancement.
Apps have to be submitted to
the App stores separately and
updates too be submitted
separately as well.
You never have to submit a web
application for approval to
separate App Store.

13. The Good
• Offer the most predictability for
development. You will always
know what size screens to design
for, and what the input
mechanism will be.
• By being included in app stores
you get access to a great targeted
marketing opportunity in a semi-
controlled marketplace.
• Your developers can be great at
one particular programming
language, rather than adequate at
many different languages.
• Work better when there is a slow
data connection because they rely
more on pre-loaded content
rather than content from the web.
The Bad
• Limited audience (only users of one
phone) OR you must develop multiple
apps, (one for each mobile OS).
• Can get expensive as it costs additional
money to submit your app to the various
app stores.
• There is a chance that the marketplace can
reject your app, and then you will have to
make updates.
• Updates must be resubmitted through the
app stores to be approved. This can really
add up in time and effort if you have
multiple phone apps and multiple updates.
• Crowded marketplace, frequently with bad
copycat apps, so it can be difficult to make
quality apps stand out.
The Mobile Phone Apps
Source- http://www.mobilemoxie.com/2012/02/develop-mobile-web-or-phone-app/

14. The Web-based Apps
The Good
• Websites optimized for mobile phones
perform well on all types of mobile phones
that have Internet browsing capabilities.
• Web apps are easy to manage – you only
have to make updates once and they do not
have to be created, submitted, and approved
through multiple App Stores.
• More freedom and flexibility because App
Stores do not have to approve your
application.
• You won’t have to learn bunch of new
development languages.
• HTML 5 allows your web app to have
phone-like qualities like location awareness
and drag and drop.
The Bad
• Different mobile browsers work
differently so you will want to do testing
on several different phones and browsers.
• The rendering environment is very
unpredictable because there are so many
mobile browsers and screen sizes.
• Web apps will not be perfect all the
time – there are too many variables.
• There is very limited interaction with
phone stuff – like the shake feature on
the iPhone.
• You miss the opportunity for
representation and a presence in highly
visited app stores.
Source- http://www.mobilemoxie.com/2012/02/develop-mobile-web-or-phone-app/

15. Source: http://www.slideshare.net/MobileMoxie/app-v-web

16. Presence of Apps today…..
2,35,000 Apps
Largest per App revenue
142,000 apps
iOS revenue
hit record $10
billion in 2013

17. Paid versus Free….on iOS
Top Paid Top Free
1
Airmail OS X Mavericks
Bloop S.R.L. Apple
2
Duplicate Detective GarageBand
FIPLAB Ltd Apple
3
Battle Supremacy Flap Flap
Atypical Games Sprakelsoft
4 Disk Doctor
OneDrive
FIPLAB Ltd Microsoft Corporation
5 Cheque Print
. RAR Extractor Free
Jayanti Katariya qing qing yu
Source: http://www.apple.com/in/osx/apps/app-store.html on March 10, 2014

18. Apps are here to stay…..
62% of Indian mobile phone users
prefer Android based smart phones
Nielsen survey on a sample size of
10,000 consumers in September
and October 2012, across 46 cities
in India.
On average, smart phone owners
have 27 apps on their phones, up
from an average of 22 apps in
2009, and the typical Apple iPhone
owner has 41 apps (Nielsen poll of
more than 4,000 mobile
subscribers in 2010).
Women use online chatting
Apps 3 times more than
men whereas men install
16 Apps per month
compared to 11 by women
(Nilesen, March 2012 data)
Indian smart phone users are
in 18 to 29 years of age, more
active than their US
counterparts but number is 50
percent than US. (Google-
Ipsos-MMA Survey)

19. Apps are here to stay……March 2012

20. App Challenges
USERS
Proprietary (Apple, Windows)
OR Free (Google, Linux)
DEVELOPERS
Platform, screen sizes, hardware
specifications and configurations
MANUFACTURERS
OS with the best selection of Apps for making it
most attractive to consumers

21. more References
• www.uky.edu/
• http://www.mobilemoxie.com/
• http://johnnyryan.wordpress.com/
• http://trak.in/tags/business/2012/05/10
• Handbook of mobile communication studies
edited by James E Katz (2008), MIT,
Cambridge.
• Google GOD