Mobile internet is bigger than most think it is.

1. Mobile Internet
is
Bigger
than most
Think it is.
Jason Grigsby • SAO Dec 2009
@grigs on Twitter • jason@cloudfour.com
cloudfour.com • mobileportand.com

2. Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
Mobile is the Technology that Cried Wolf.

3. Flickr photo by CaptPiper: http://www.flickr.com/photos/piper/197153406/
Mobile is the Technology that Cried Wolf.
(for 15 years)

4. “The Mother of
all Markets.”
Dr. Eli Harai, San Disk
CEO, 2008
John Sculley, Apple
CEO, 1992
http://query.nytimes.com/gst/fullpage.html?res=9E0CE5D9143AF93AA25754C0A964958260

5. The Hope for Mobile
What is the
likelihood of
exponential
growth for the
Internet on Mobile
Devices?

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

7. http://www.opera.com/media/smw/
Opera Mini Traffic Increases
Usage up 157% year-over-year

8. 4.0Billion
Mobile phone for
half the planet.
Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/

9. 4 Billion in Perspective
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html
http://www.communities-dominate.blogs.com/brands/2008/12/trillion-with-a.html
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4B
Cars
PCs
Landlines
Email
Internet
TVs
Credit Cards
Mobile

10. 2007 SMS Revenue: 100 billion
Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/

11. 2007 SMS Revenue: 100 billion
•Box Office
•DVD Sales & Rentals
•Music Industry
•Video Games
Combined
Flickr photo by Vlastula: http://www.flickr.com/photos/vlastula/450642954/

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

14. http://blog.wired.com/gadgets/2009/02/shoot-is-iphone.html#c148364123
http://www.newsweek.com/id/174266
http://businessweek.com/@@0M43kIYQYKPISw0A/technology/content/sep2008/tc20080930_257832.htm
56 million
devices
115,014
apps
> 2 billion
downloads

15. Gold Rush was On

17. Source: http://gizmodo.com/5199933/giz-explains-all-the-smartphone-mobile-app-stores

19. Ringtone Apps
http://twitter.com/justin/status/1210786170
http://furbo.org/2008/12/09/ring-tone-apps/
http://furbo.org/2009/02/16/raising-prices/

20. 0
10000
20000
30000
40000
0 .99 1.99 2.99 3.99 4.99 5.99 6.99 7.99 8.99 9.99 10.99 11.99 12.99 13.99 14.99 15.99+
Ringtone Apps
http://148apps.biz/app-store-metrics/?mpage=appprice

21. Brutally Honest iPhone App Sales:
$32k Spent vs. $535 Revenue
http://www.streamingcolour.com/blog/2009/03/09/the-numbers-post-aka-brutal-honesty/
Dapple

22. Throwaway Apps
http://www.pinchmedia.com/appstore-secrets/

23. Throwaway Apps
http://www.pinchmedia.com/appstore-secrets/

24. Pinch Media’s Conclusions
•Users stop using the average applications quickly.
•Long-term audiences are generally 1% of total
downloads
•Paid apps retain users longer, but still steep drop
off.
•Difficult to make enough money from a free
application based on advertising revenue
http://www.pinchmedia.com/appstore-secrets/

25. Success Determined by Top Lists & Features
http://appcubby.com/blog/files/financial_realities.html

26. http://148apps.com/10000
115,000 Apps
&
Findability?

27. More Open ≠ No Gatekeeper
96%
Approved
(what about that 4%?)

28. Some Rejected Applications
http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html
• Obama Trampoline
• MyShoe
• I Am Poor
• The South Park App
• Pull My Finger
• iBoobs
• Slasher
• Murderdome
• Podcaster
• Freedom Time
• Google Voice
• iSinglePayer
"Even though my personal political leanings are
Democratic, I think this app will be offensive to roughly
half our customers. What's the point?" — Steve Jobs

29. http://www.pcworld.com/article/159887-2/rejected_10_iphone_apps_that_didnt_make_apples_app_store.html

31. http://bits.blogs.nytimes.com/2009/04/30/the-hundred-million-dollar-mobile-app-question/

32. iPhone Only Part of World Wide Market
0
5000
10000
15000
20000
19107
8521
7363
3631
1455
1316
Symbian RIM iPhone Microsoft Android Others
Q3 2009 Smartphone Sales — Thousands of Units
http://www.canalys.com/pr/2009/r2009112.htm

33. iPhone Only Part of US Market
1%2%4%
5%
6%
30%
52%
RIM Apple HTC Palm Nokia Samsung Others
Q3 2009 Smartphone Market Share
Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

34. Flickr photo by André-Batista: http://www.flickr.com/photo_zoom.gne?id=408700622&size=o
Objective C
Java ME
WebOS
C++
.NET Compact
BREW
Dalvik
Visual Basic
C
Symbian Windows Mobile
Palm

35. Google Mobile — App Challenges
•Pressure from CEO for rapid releases
•10+ platforms to support
•Over 100 different builds
http://www.flickr.com/photos/83731031@N00/445924458/ • http://www.flickr.com/photos/mcdave/142758127/
http://www.flickr.com/photos/nataliejohnson/290541732/

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

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Source: http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html

40. Apps are Just the Tip of the Iceberg
• Small & medium businesses will be impacted by mobile, but haven’t yet.
• Can people find their locations, information on mobile?
• Enterprise barely begun — access to Intranet content
• Mobile search = mobile search optimization
• What about Google Maps? How to make sure you show up?
• Mobile advertising campaigns and planning

41. Tips for Your Mobile Strategy

42. Consider Whole Mobile Strategy
What happens if they don’t have your app?

43. The App Store is Not Your Marketing Strategy

44. What is Your Recurring Revenue Plan?
http://www.pinchmedia.com/appstore-secrets/

45. Know Your Demographics
Blackberry has
40%global enterprise
mobile market.
Emerging markets
80%of worldwide
MMS traffic.

46. BMW Turned $70k MMS into $45M Revenue

47. Plan for Mobile Context
personal
permanently carried
always on
built-in payment channel
creative impulse
social context
location aware
accurate audience measurement

48. http://mobileportland.com

49. Flickr photo by Pingnews: http://www.flickr.com/photos/pingnews/370061022/
Thank You for Your Time!
http://cloudfour.com/blog • Twitter: @grigs
Mobile Portland: http://mobileportland.com

50. Backup Slides

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