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Joris De Sutter +32.494.03.10.25 email@example.com MY APP ISN’T SELLING ! HOW COME ?!? Let’s try to find out… @SmartphoneHelpJORIS DE SUTTER ? INDEPENDANT market approach NOT a developer Helping out smartphone users since 2006 Author “Ontdek de Android Phone” Developing a business in Mobile Device Policies for enterprises @SmartphoneHelp
WHO’S YOUR CUSTOMER ? Google, Apple, Microsoft? Handset manufacturers? Businesses? End consumers! consumers!WHICH PLATFORM IS THE MOST POPULAR?Eric Schmidt: LeWeb, Paris, 6 Dec. 2011 “Android apps will beat iOS apps to the market in six months time…” Obviously a wrong prediction! Recently they even released the Google+ app on iOS BEFORE Android !!
WHAT PLATFORM TO DEVELOP FOR (IN EUROPE) ?? June 2012, NOW November 2012 ?? The graph does NOT show popularity of any given platform. It DOES show that iOS is still the platform of reference to develop for today, and that Android is hot on their tail. It also shows that it is today still more relevant to develop for Symbian than for WP, because of the much larger userbase. I believe that by November, the green line will be reached and WP finally catches on. WHAT’S A CONSUMER LOOKING FOR ? The pyramid of needs in smartphoneland for professional organisations. organisations.Inspired by and adapted from CrackBerry Kevin
WHAT’S A CONSUMER LOOKING FOR ? Joe or Jane AverageIMPORTANT: This isonly valid for the and their pyramid ofaverage customer, life. needs in real life.NOT businesses!WHAT’S A CONSUMER LOOKING FOR ? … and who provides it ? Third party developers Mix of OS and manufacturer’s own software OS OS Operator & Manufacturer
WHAT’S A CONSUMER LOOKING FOR ? … and where App stores or alternative does he get it ? i.e. from YOU On the phone On the phone On the phone ShopWHERE ARE CONSUMERS POSITIONED ?How many ofthem are looking 20 %for your app ? 40 % 60 % 80 % 100 %Numbers are very rough estimates, without scientifical source.
BELGIUM AND HOLLAND AS EXAMPLES What’s a customer looking for in a smartphone? We can try to deduct from market statistics. Belgium has (almost) no subsidised market. Trends in telecom sales worldwide are in par with results from the Belgian market. Holland is way ahead in smartphone adoption, because of the subsidised market.SMARTPHONE – FEATUREPHONE BELGIUM During 2011, a total of 3.148.700 phones were sold Of these, 30 % or 948.000 were smartphones
OPERATING SYSTEMS During 2011, an average market share of 45 % by Android 18 % by iOS 2 % by Windows Phone So out of 948.000 smartphones, 426.600 were Android phones, 170.600 iPhones and 20.000 Windows Phones (& Mobile)MANUFACTURER’S SHARE Samsung is by far the largest Android manufacturer.
THE CUSTOMER’S BUDGET Over half of the customers don’t spend more than 200 Euro on a smartphone !! (NON-subsidised market!) About a quarter of the customers spend more than 500 Euro on a smartphoneTHE CUSTOMER’S BUDGET Over half of the customers don’t spend more than 200 Euro on a smartphone !! (NON-subsidised market!)
HOW ABOUT SUPPORT ? Only these three are partially app related. Qelp is a Dutch company , offering customer selfcare picture based and device specific support on the operator’s website.BELGIUM, BY USE CASES Statistics taken from 1 month time between 8 May till 7 June 2011
HOLLAND, BY USE CASES Statistics taken from 1 month time between 8 May till 7 June 2011BELGIUM, BY MANUFACTURER Slight difference between Samsung and Apple. The Nokia percentage is mostly Symbian and S40, hardly any WP7… Statistics taken from 1 month time between 8 May till 7 June 2011
HOLLAND, BY MANUFACTURER Bigger difference between Samsung and Apple, because of much higher Android adoption in Holland. As in Belgium, the Nokia percentage is mostly Symbian and S40, hardly any WP7… Statistics taken from 1 month time between 8 May till 7 June 2011 BE, DEVICES In Belgium, of all people seeking support, the percentage of iOS users outweighs the percentage of Android users. At the present date, few WP7 users seek support. Statistics taken from 1 month time between 8 May till 7 June 2011
NL, DEVICES In Holland, of all people seeking support, the percentage of Android users is slightly larger than iOS users. At the present date, almost no WP7 users seek support. Statistics taken from 1 month time between 8 May till 7 June 2011INTERPRETATION These stats show that the biggest problem customers face in using smartphones, is to get them connected to the mobile internet. It shows that mainly the owners of high end devices look for connection support. Thus, people who buy -250 Euro devices are more likely to be NOT connected to the mobile internet.
BE REALISTIC ! Over 300 Million Android activations. Let’s suppose over 2/3 are still used. So about 250 Million Android devices are Reality out there, worldwide. 20% of this is about 50 Million, who are your potential customers. Sounds GREAT ! REALLY ?!?!?!?!BE REALISTIC ! Unfortunately: NO !! Android users just aren’t as much connected to the internet as iPhone users. Lots of Android users use their smartphones as featurephones… The media aren’t helping either (malware and virus horror stories). But still… More and more Android users do get connected to the internet, so why don’t they buy your app??
USER FRIENDLYNESS OF SMARTPHONESUSER FRIENDLYNESS OF ANDROID Balmer:Steve Balmer: “You don’t have to be a computer scientist to use a Windows Phone, but you do to use an Android phone.” Grossly exaggerated (yeah, he’s called Steve too…) BUT, Android fragmentation sure doesn’t help.
BRANDING & CUSTOMISING BY OEM All manufacturers add their own “goodies” to the base OS. Examples are HTC Sense and e.g. in this case: Facebook integration and mediaplayer “infinite button” on Sony FACT: This is only useful IF you are connected and even then, most people find such offerings enough for their needs, and do NOT look for more in the App Stores!EVEN WORSE: AN APP STORE? WHAT’S THAT? Only about 10% of apps get downloaded over 10.000 times. Only about 3,5 % over 50.000
EVEN WORSE: AN APP STORE? WHAT’S THAT? Most of those are FREE !IS IT REALLY ALL ABOUT APPS ?? For you as developers, sure! That’s how you make money, obviously… For the customer? Doubtful ! The big majority of app purchasers are people carrying high end smartphones and have a budget to spend. Now THOSE are the people marketers target! THAT is why THEY want you and the general public to believe it’s all about apps! BUT the majority of the general public simply isn’t looking for your app.
TO SUM IT ALL UP Unfortunately, most smartphone users are no geeks, like you and me, and content with cheap phones. Sadly, a lot of them struggle to get their phone connected to the internet! Surprisingly, a lot more never browse the app stores! Luckily, the numbers of smartphone users are still rising and your future doesn’t have to be gloomy. Make sure you target your app AND create enough buzz around it, to get featured. Above all: Be Realistic !QUESTIONS ? twitter.com/SmartphoneHelp be.linkedin.com/in/jorisdesutter Or try gplus.to/jorisdesutterJoris De Sutterfirstname.lastname@example.org