Sxsw app vs. web
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App vs web preso from SXSW 2011. Pros and cons; examples of different strategies of players like Facebook, Yahoo! and Fandango
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Sxsw app vs. web
- 1. Apps VS. WEB
- 2. Putting apps into context…. Over 8billion downloads last year from zero a few years ago Estimated to be 50 billion downloads by 2012 and 30$ billion in revenue by 2015 (Chetan Sharma, Juniper) Over 600,000 apps between Apple, Android and GetJar 35.3% of US consumers used apps in Jan 2011 (Comscore) An estimated 65.8M Americans now use smartphones (ComscoreJan 2011) Top smartphone platforms: Rim 30.4%, Android 31.2%, Apple 24.7% (Jan 2011, Comscore) 2 Confidential
- 4. Distribute these apps for more then 300,000 publishers in nearly 200 countries
- 5. Acquire users for our clients across multiple inventory sources guaranteeing the lowest cost per download and the highest scale
- 6. Track app downloads and usage leveraging in-house data analytics and conversion tracking3 Results: Over 1.6 billion downloads to date for clients
- 7. Apps vs. web – does the consumer care? Blackberry Bold, Curve, Tour, Storm? What version of Android do I have? Is my phone a smartphone? What is HTML5? Will it work on my old old Moto Rzr? 4 Confidential
- 10. Ease of distribution
- 11. Instant update
- 13. Deep engagement
- 14. Leverage device power / features (touch, accelerometer)
- 15. Viral!
- 17. Key questions to ask yourself in terms of strategy Am I brand building or trying to get the user to “do” something? Determines app or web strategy Do I want a deep experience or something more shallow? Determines platform strategy How broad is my audience? Determines app or web strategy How much resource do I have? Determines depth of engagement and number of platforms How important is monetizing my mobile users? 6 Confidential
- 18. There are a number of things you should know… Billing available Installed base? OEM’s using platform Number of versions Ease of distribution Size of catalog 7 Confidential
- 19. 8 And the landscape looks ugly…
- 20. Top mobile brands today are cross platform
- 21. Web & Apps for Facebook How do you get 500m users Of your service to go mobile? 10
- 22. Using your mobile site to drive app downloads Step 1: Consumer visits the Facebook site and clicks a link to “Download Facebook here” Step 2: They are taken to Facebook’s App download page on the appropriate store Step 23: Consumer downloads the most appropriate app for their handset 11 Confidential
- 23. 12 And don’t forget your Web site!
- 24. 13 Fandango’s approach was similar Web downloads More then 40% of Dl’s to date
- 25. 14 Yahoo!’s strategy US smartphones + web
- 27. Determine brand vs. performance
- 28. Select the platforms that best suit your strategy
- 31. Dive in, collect data, analyze and start over!15
- 32. Patrick Mork Chief Marketing Officer patrick@getjar.com www.getjar.com @getjar Blog.developer.getjar.com/developer 16
Notes de l'éditeur
- Microsoft 8%
- 34% of consumers now use apps more then 1 hour per day vs. 53% viewing TV for more then 1 hour per day (source: GetJar Feb 2011 research 1500 users)Keep in mind the size of apps. These can range from a few MB to over 100mb. Size is key as it takes valuable storage spaceAlso keep in mind load speeds. This can quickly kill user experience if it take longer then 2-3 seconds to load
- CC = credit card (for iOS this includes IAB)Android = Google Checkout, Carrier Billing (limited to US only with AT&T / Tmobile)
- 200M mobile users100M from GetJarWeb, high end smartphone, low end stripped Java version for emerging marketsGlobal distribution app stores, carrier decks, pre-loads, d2c
- Text messagesText message sign upIndividual OS pages on FBApp it! drove 100M web site downloads
- All major SF platforms including Symbian and Mobile Web. Also used GetJar and other app stores as well as App it! Solution for distributionImportant to note that more then 40% of downloads are web shortcuts though Android is growing strongly as of late (more then 30%) on GJ
- Yahoo’s effort has been to focus on large, US heavy SF platforms like iPhone, Android and BB while the rest of their consumers have had the m.yahoo.com site. They have also used cross platform stores for distribution particularly for emerging markets and feature phone users
- Everyone will go mobile! Don’t miss the boat!Keep in mind though US market still only about 1/3 smartphones – lots of other users out thereStay on top of changing landscape – use NPD, IDC, Comscore and other data sources to see where platforms are headingPlatforms only as strong as their content base keep on top of which platforms have momentum