FOKUS Media Web Symposium :: Berlin :: Nov 4th, Distilling market noise into market sense. Market maps

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1 knowledge. passion. innovation VisionMobile Application Analytics Who turned the lights on? George Voulgaris Operations Director Distilling market noise into market sense Analysis + Mapping + Strategy Business Intelligence Market maps Strategy definition competitive analysis, commissioned research, company due diligence Competitive landscape maps of the mobile industry strategy design, ecosystem positioning, product definition Developer Economics 2010: Everything on mobile development Active Idle Screen Who will own the screen? Thought leadership we coined industry terms like ondevice portals, active idle screens, customised design manufacturers and introduced new strategy tools: GPLv2 vs GPLv3 White Paper Top-100 analyst blog 3,600+ subscribers 90% mobile industry insiders Mobile Megatrends Mobile Industry Atlas, 3rd ed. 1,100+ companies, 69 market sectors 100 million club tracking successful businesses in mobile mobile industry evolution centres of gravity Copyright VisionMobile

2 Distilling market noise into market sense Analysis + Mapping + Strategy Business Intelligence competitive analysis, commissioned research, company due diligence Developer Economics 2010: Everything on mobile development Market maps Competitive landscape maps of the mobile industry Strategy definition strategy design, ecosystem positioning, product definition Active Idle Screen Who will own the screen? GPLv2 vs GPLv3 White Paper Mobile Industry Atlas, 3 rd ed. 1,100+ companies, 69 market sectors Mobile Megatrends Thought leadership we coined industry terms like ondevice portals, active idle screens, customised design manufacturers and introduced new strategy tools: Top-100 analyst blog 3,600+ subscribers 90% mobile industry insiders 100 million club tracking successful businesses in mobile mobile industry evolution centres of gravity Copyright VisionMobile Based on Mobile Developer Economics 2010 Free download: Economics.com - Analysis of the developer experience from design to monetisation - Across all 8 major platforms - Based on a sample of 401 mobile app developers - With significant experience in mobile development More than 60% of respondents have 3+ years of experience in app development. Nearly 30% have won one or more developer awards Copyright VisionMobile

3 Distilling market noise into market sense Analysis + Mapping + Strategy Business Intelligence Market maps Strategy definition competitive analysis, commissioned research, company due diligence Competitive landscape maps of the mobile industry strategy design, ecosystem positioning, product definition Developer Economics 2010: Everything on mobile development Active Idle Screen Who will own the screen? Thought leadership we coined industry terms like ondevice portals, active idle screens, customised design manufacturers and introduced new strategy tools: GPLv2 vs GPLv3 White Paper Top-100 analyst blog 3,600+ subscribers 90% mobile industry insiders Mobile Megatrends Mobile Industry Atlas, 3rd ed. 1,100+ companies, 69 market sectors 100 million club tracking successful businesses in mobile mobile industry evolution centres of gravity Copyright VisionMobile Mobile Industry Atlas Your competitive landscape of the mobile industry 3

4 Distilling market noise into market sense Analysis + Mapping + Strategy Business Intelligence competitive analysis, commissioned research, company due diligence Developer Economics 2010: Everything on mobile development Market maps Competitive landscape maps of the mobile industry Strategy definition strategy design, ecosystem positioning, product definition Active Idle Screen Who will own the screen? GPLv2 vs GPLv3 White Paper Mobile Industry Atlas, 3 rd ed. 1,100+ companies, 69 market sectors Mobile Megatrends Thought leadership we coined industry terms like ondevice portals, active idle screens, customised design manufacturers and introduced new strategy tools: Top-100 analyst blog 3,600+ subscribers 90% mobile industry insiders 100 million club tracking successful businesses in mobile mobile industry evolution centres of gravity Copyright VisionMobile Trusted by industry brands Clients selected VisionMobile clients Copyright VisionMobile

5 Setting the scene App Analytics Positioning of Application Analytics Across target audiences / data collection domains Application Analytics is one of the three main types of Mobile Analytics. Application Analytics Usage and marketing analytics tools for application developers. (e.g. Flurry, Localytics, motally, Ubikod) Campaign analytics Usage and marketing analytics tools for mobile web or WAP sites. (e.g. Omniture, Coremetrics, Amethon) Service analytics Platforms for mining network or device data to extract service intelligence (e.g. CarrierIQ, Neuralitics, Zokem) 5

6 Positioning of Application Analytics Across the user journey ** Positioning of Application Analytics Across the user journey ** Billing/e-commerce analytics intercept the user journey at the discovery and purchasing touch-points (e.g. Bango, AT Internet). App Store analytics extract data directly from the App Stores (e.g. Distimo). in-app analytics extract data during installation and the application runtime (e.g. Flurry, Localytics, Mobixy). 6

7 Positioning of Application Analytics Across the user journey ** App analytics offer unique visibility and transparency into the user experience. Research Vendors 7

8 Vendors Vendors Market is polarized (1) analytics as the core product or as part of a recommendation/marketing solution. (2) market share (Flurry >95%) (3) platforms (ios, Android vs Symbian, JavaME etc) In 2007: there were 1-2 vendors with analytics pitch. In 2010: Bango, Distimo, Flurry, Localytics, Mobixy, Ubikod, Motally (now Nokia), Appclix (ex.mobilytics), Apprupt, webtrends, Adfonic, Google, Medialets, Mobclix, Tapmetrics, Millennial Media, LoopAnalytics, ApSalar, Ivdopia, Mixpanel, appfigures, Eqatec, and growing We surveyed the landscape of application analytics vendors in July and August Check: 8

9 Vendors Defining meaningful analytics was number 1 issue reversing the issue, there is great scope and opportunity for creating new richer analytics derivatives. Virtual goods is a growing market So developers become retailers & apps become stores Research Developer perspective 9

10 Developers becoming market %, +$&#%" 6 +6&)X")&' A41%&3%/%1 *%#6&5 +643%#&4' * #)" +)&4+&6%1%5, + $&"&*1"? #' & <%=>"5) &*1"? #' &4+& ' ;&/%#, 5"1&4+306)#; &A 66&6" 43&6 & B/%#; +%&%16%&46&064+$& 4)& 9+"1;, 56&) 16&2%C$C& D10##; 7& 8"6&9**&:) #%&!"#$%&3%/%1 *%#& 5 ' ' 0+4); &.%/%+0%&* )%+, "1& 234#%5)& #&/4"& "3/%#, 64+$7&!"#$%&' "#(%)& *%+%)#", +& technical considerations are irrelevant, the choice of platform is ALWAYS marketingdriven. Mobile web developer E& FE& GE& HE& I E& JE& KE& LE& ME& NE& : 0#5%O&@ A41%&<%/%1 *%#&B5 + ' 456&GEFE&"+3&P%; +3C&Q# 305%3&A; &R464 +@ A41%C&:* +6 #%3&A; &S%1%> +45"&<%/%1 *%#&T ' ' 0+4,%6C& U0+%&GEFEC&!45%+6%3&0+3%#&T#%", /%&T ' ' +6&9V#4A0, +&HCE&!45%+6%C&9+; &06%& #&#%' 4W& >&)X46&Y #( &' 06)&#%)" 4+&)X46&+,5%C& In-app economics How does an application generate revenue? 1. Pay-per-download applications 2. Commissioned apps 3. Selling complementary services through the application e.g. ebay app which makes money per transaction/listing or travel agency app which makes money by selling tickets. 4. Premium content, upgrades & virtual goods e.g. Specialized news aggregators, Social games 5. Branded apps & merchandising e.g. Gucci app or coupon based discount or premium services. 6. Advertisement inventory e.g. revenue share for ad campaigns via agencies or application recommendation engines The aim of application analytics is to optimize the performance of these monetization channels 10

11 Developers becoming market savvy Application developers are looking for (becoming aware of) new monetisation channels beyond traditional. Virtual goods is a growing market So developers become retailers & apps become stores and so Developers start realizing the value of marketing and consumer behavior analytics (vs user ) and become more market savvy. Crossing domains & platforms image credits: Flickr 11

12 Crossing domains & platforms single service for every device Today: apps are the new web. HTML is the lowest common denominator Tomorrow: the web will become the new app* Web apps will come with device access and cloud access. (e.g. webinos, WAC) Crossing domains & platforms single service for every device Today: apps are the new web. Cross-domain, cross-platform HTML is the lowest frameworks common denominator with deep access to device capabilities will open a new world of analytics based on rich context. Tomorrow: the web will become the new app* Web apps will come with device access and cloud access. (e.g. webinos, WAC) 12

13 Where we re going image credits: Flickr Application analytics trends 1. App analytics is the snowball that will pave the way for all other analytics easiest to deploy, richest customer metrics, shortest distance to customer purchase decisions and the sales funnel (compared to ads). The Nielsen of mobile will be a company with application analytics at the core of its business. 2. The app analytics value will explode as roaming & distributed apps penetrate more engagement channels. Connection of engagement channels like set-top-boxes (e.g. Apple TV), augmented reality apps and mobile payments will more and more leverage the phone as a remote control or experience delivery medium. App analytics will catalyse value in all these channels for example disrupting Nielsen s TV audience measurement business. 3. Privacy is (probably) not an issue as long as the end-user gets something in return. 13

14 Thanks for listening! Mobile Industry Atlas Your competitive landscape of the mobile industry visionmobile.com/maps 100 Million Club tracking successful businesses in mobile visionmobile.com/research Open Source Economics Workshop covering economics, licensing, communities, competitive landscape & strategies. visionmobile.com/workshops Copyright VisionMobile