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The disruptive opportunities for startups in mobile and getting traction fast, by Ewan MacLeod Editor, Mobile Industry Review @ew4n @mobileindustry
Contents Me The Market Making it big Life Beyond iPhone Developer Case Study
4.6 billion Mobile subscribers on Earth (TomiAhonen) ,[object Object]
1.7 billion credit cards1.2 billion Handsets sold in 2009 (Gartner) 	- 300m TVs 	- 280m new PCs
Phone sales breakdown…
Handset sales in 2009 Gartner, Feb 2010
Handset sales in 2009 Gartner, Feb 2010
Handset sales in 2009 Nokia shipped 1.4m phones today Gartner, Feb 2010
2009 Smartphone Sales by platform, Gartner
In the UK… 19 million handsets sold last year 85% of adults own a mobile phone Saturated marketplace Vodafone: 18m O2: 22m T-Mobile: 17m Orange: 17m Three: 4.4m (TMOrange: 34m)
So what mobile platforms are popular for developers?
Source: Ewan’s mind
Let’s have a look at 2009’s global smartphone sales…
2009 Smartphone Sales by platform, Gartner
Smartphone Sales by platform, Gartner, Feb 2010
“Nobody ever got firedfor buying IBM” THEN:
“Nobody ever got firedfor developing on iPhone” NOW:
Making it big…
Handset Manufacturer Immediate distribution to millions by embedding your app Difficult
Mobile Operator Can also market & embed your app to millions Difficult
Existing Media Conglomerate Can also market & embed your app to millions; usually have media to help you Hard
Existing Brand Brand name, celebrity – anything familiar to consumers Easier
Sleep With App Store Editor An hour on the ‘frontpage’ can deliver lots of downloads Difficult
Advertise on AdMob, GetJar Very popular; Other mobile advertising networks are available Easy
Public Relations A mention in The Times is often good for 10,000 downloads Hard
Get reviewed by mobile sites Like The Application Review. Set your expectations low in terms of immediate downloads. Easy
A really, really good idea Consumers will do their own word-of-mouth marketing for you Difficult
Being first can help Think carefully about developing for other platforms. Nobody else is…
And remember! Developing on the iPhone is…
With 185,000 apps, it’s a total lottery
Beyond iPhone?
Beyond iPhone… Nokia (Symbian, MeeGo) Android BlackBerry Vodafone Samsung, LG, Windows Phone
NOKIA Time for just one example…
Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian…  2010: Watch them closely They’re currently turning the proverbial oil tanker C3, C6, E5 are examples of what’s to come
Nokia C3 €90 / £78 / $120
Nokia E5 €180 / £158 / $242
Nokia C6 €220 / £192 / $296
Nokia C6 €220 / £192 / $296
Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian…  2010: Watch them closely Nokia’s Ovi Store is doing well Respectable 1.6m downloads daily Ovi Store baked into all new handsets Qt development  Will completely change developer paradigm Write-once deploy anywhere SDK Qt.nokia.com QT Creator…
Developer Opportunities Some mobile companies desperate for your attention
Windows Phone Don’t forget Windows Phone, coming this holiday season…
Developer Case Study
Simon Maddox Independent superstar developer www.simonmaddox.com @simonmaddox
‘0870’
0870 by Simon Maddox Finds alternatives to 35p/min 0845 and 0870 numbers Free app Spent 429 days ‘in review’  Whilst Apple & o2 wondered what to do Advertising funded using AdMob Saved users £268,000 in one month Launched with good press from: The Telegraph, The Guardian, TechCrunch Acceptance delay = good, juicy story
0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com
0870 Ad Revenue Stats Day 1: position 79, $25.58 Day 2: position 29, $67.04 Day 3: position 7, $120.08 <- peak in ad revenue Day 4: position 5, $118.76 Day 5: position 4, $62.48 <- peak in iTunes charts Day 6: position 5, $49.41 Day 7: position 5, $33.23 Day 8: position 5, $40.03 Day 9: position 7, $23.96 Day 10: position 8, $15.28 Day 11: position 16, $17.45 Day 12: position 17, $27.37 Day 13: position 25, $36.40 Day 14: position 30, $25.65 Day 15: position 30, $18.01 Total: $680.73 (£457) $9/day = £2,204 a year
Downloads since launch
MoneySavingExpert.com Downloads since launch
Downloads in the last 30 days
Featured in Sunday Times Downloads in the last 30 days
0870 by numbers iPhone downloads: 427,484 Best chart position: 4 Approval time: 429 days Android downloads: 14,244 Best chart position: 21 Approval time: 1 second Palm Pre: 1,943 Best chart position: 1 (for 4 hours) Approval time: 5 working days Quick tweet to @palm and @adora sped things up Acquisition requests: 3
Q: Did 0870 make you a millionaire? No - not even close I've made $2,590.63 so far $10-20 per day in revenue I put absolutely no time into it whatsoever, so it's nothing to grumble at It's paid for an awesome holiday But I couldn't run a business like this
What was easier, iPhone or Android? Much easier on the iPhone My Android 0870 version is pretty cool Because the app runs in the background
Which platform first? My clients only ask for iPhone Customers can easily buy/download app And I can make it look absolutely awesome Brands want consumers to have a good user experience
Simon’s Top 3 Priority List iPhone Android Blackberry Ignore everything else The other platforms are just too expensive to develop for, and chances are you'll never see a return

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Ewan's Presentation for TechCrunch's GeeknRolla

  • 1. The disruptive opportunities for startups in mobile and getting traction fast, by Ewan MacLeod Editor, Mobile Industry Review @ew4n @mobileindustry
  • 2. Contents Me The Market Making it big Life Beyond iPhone Developer Case Study
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. 1.7 billion credit cards1.2 billion Handsets sold in 2009 (Gartner) - 300m TVs - 280m new PCs
  • 9. Handset sales in 2009 Gartner, Feb 2010
  • 10. Handset sales in 2009 Gartner, Feb 2010
  • 11. Handset sales in 2009 Nokia shipped 1.4m phones today Gartner, Feb 2010
  • 12. 2009 Smartphone Sales by platform, Gartner
  • 13. In the UK… 19 million handsets sold last year 85% of adults own a mobile phone Saturated marketplace Vodafone: 18m O2: 22m T-Mobile: 17m Orange: 17m Three: 4.4m (TMOrange: 34m)
  • 14. So what mobile platforms are popular for developers?
  • 16. Let’s have a look at 2009’s global smartphone sales…
  • 17. 2009 Smartphone Sales by platform, Gartner
  • 18. Smartphone Sales by platform, Gartner, Feb 2010
  • 19. “Nobody ever got firedfor buying IBM” THEN:
  • 20. “Nobody ever got firedfor developing on iPhone” NOW:
  • 22. Handset Manufacturer Immediate distribution to millions by embedding your app Difficult
  • 23. Mobile Operator Can also market & embed your app to millions Difficult
  • 24. Existing Media Conglomerate Can also market & embed your app to millions; usually have media to help you Hard
  • 25. Existing Brand Brand name, celebrity – anything familiar to consumers Easier
  • 26. Sleep With App Store Editor An hour on the ‘frontpage’ can deliver lots of downloads Difficult
  • 27. Advertise on AdMob, GetJar Very popular; Other mobile advertising networks are available Easy
  • 28. Public Relations A mention in The Times is often good for 10,000 downloads Hard
  • 29. Get reviewed by mobile sites Like The Application Review. Set your expectations low in terms of immediate downloads. Easy
  • 30. A really, really good idea Consumers will do their own word-of-mouth marketing for you Difficult
  • 31. Being first can help Think carefully about developing for other platforms. Nobody else is…
  • 32. And remember! Developing on the iPhone is…
  • 33. With 185,000 apps, it’s a total lottery
  • 35. Beyond iPhone… Nokia (Symbian, MeeGo) Android BlackBerry Vodafone Samsung, LG, Windows Phone
  • 36. NOKIA Time for just one example…
  • 37. Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian… 2010: Watch them closely They’re currently turning the proverbial oil tanker C3, C6, E5 are examples of what’s to come
  • 38. Nokia C3 €90 / £78 / $120
  • 39. Nokia E5 €180 / £158 / $242
  • 40. Nokia C6 €220 / £192 / $296
  • 41. Nokia C6 €220 / £192 / $296
  • 42.
  • 43. Developing on Symbian Addressable market of 300 million+ 2009: Forget Symbian… 2010: Watch them closely Nokia’s Ovi Store is doing well Respectable 1.6m downloads daily Ovi Store baked into all new handsets Qt development Will completely change developer paradigm Write-once deploy anywhere SDK Qt.nokia.com QT Creator…
  • 44.
  • 45. Developer Opportunities Some mobile companies desperate for your attention
  • 46.
  • 47.
  • 48.
  • 49. Windows Phone Don’t forget Windows Phone, coming this holiday season…
  • 51. Simon Maddox Independent superstar developer www.simonmaddox.com @simonmaddox
  • 53. 0870 by Simon Maddox Finds alternatives to 35p/min 0845 and 0870 numbers Free app Spent 429 days ‘in review’ Whilst Apple & o2 wondered what to do Advertising funded using AdMob Saved users £268,000 in one month Launched with good press from: The Telegraph, The Guardian, TechCrunch Acceptance delay = good, juicy story
  • 54. 0870 Download Stats From end of Sept to end of October, 2009 www.simonmaddox.com
  • 55. 0870 Ad Revenue Stats Day 1: position 79, $25.58 Day 2: position 29, $67.04 Day 3: position 7, $120.08 <- peak in ad revenue Day 4: position 5, $118.76 Day 5: position 4, $62.48 <- peak in iTunes charts Day 6: position 5, $49.41 Day 7: position 5, $33.23 Day 8: position 5, $40.03 Day 9: position 7, $23.96 Day 10: position 8, $15.28 Day 11: position 16, $17.45 Day 12: position 17, $27.37 Day 13: position 25, $36.40 Day 14: position 30, $25.65 Day 15: position 30, $18.01 Total: $680.73 (£457) $9/day = £2,204 a year
  • 58. Downloads in the last 30 days
  • 59. Featured in Sunday Times Downloads in the last 30 days
  • 60. 0870 by numbers iPhone downloads: 427,484 Best chart position: 4 Approval time: 429 days Android downloads: 14,244 Best chart position: 21 Approval time: 1 second Palm Pre: 1,943 Best chart position: 1 (for 4 hours) Approval time: 5 working days Quick tweet to @palm and @adora sped things up Acquisition requests: 3
  • 61. Q: Did 0870 make you a millionaire? No - not even close I've made $2,590.63 so far $10-20 per day in revenue I put absolutely no time into it whatsoever, so it's nothing to grumble at It's paid for an awesome holiday But I couldn't run a business like this
  • 62. What was easier, iPhone or Android? Much easier on the iPhone My Android 0870 version is pretty cool Because the app runs in the background
  • 63. Which platform first? My clients only ask for iPhone Customers can easily buy/download app And I can make it look absolutely awesome Brands want consumers to have a good user experience
  • 64. Simon’s Top 3 Priority List iPhone Android Blackberry Ignore everything else The other platforms are just too expensive to develop for, and chances are you'll never see a return
  • 65. Questions? em@ewan.net +44 7769 658 104 @ew4n