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Mobile Phone Ecosystem

This document discusses the mobile phone application ecosystem and opportunities for monetizing mobile apps. It outlines the main players in the ecosystem, including mobile developers, stores, networks, manufacturers and customers. It then focuses on how to distribute apps through official stores or a developer's own website, and how to make money, including selling the app, using advertising or in-app purchases. An example mobile game app is also described that had success using these distribution and monetization strategies.

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172 views32 pages

Mobile Phone Ecosystem

This document discusses the mobile phone application ecosystem and opportunities for monetizing mobile apps. It outlines the main players in the ecosystem, including mobile developers, stores, networks, manufacturers and customers. It then focuses on how to distribute apps through official stores or a developer's own website, and how to make money, including selling the app, using advertising or in-app purchases. An example mobile game app is also described that had success using these distribution and monetization strategies.

Uploaded by

mln123_20008389
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Mobile Phone Ecosystem

OPPORTUNITIES (LET'S MAKE LOTS OF MONEY) Pet Shop Boys

Frank H.P. Fitzek Morten V. Pedersen

Summary
This course element should investigate the possibilites to monitize and distribute a mobile application. It will introduce the main players in the ball park

THE PLAYERS

Eco System as it used to be

Mobile Manufacturer

Network Provider

Customer

Eco System as it used to be


Service Provider

Mobile Manufacturer

Network Provider

Customer

Eco System as it is
Mobile Developers Stores

Network Providers

Stores

Mobile Manufactures / Platforms

Customers Service Provider

How to make money


Selling hardware Selling network connections Selling services (backbone oriented) Selling apps (kind of service but locally)

Where to make the most money?


Hardware is still ok (see iPhone, iPad, etc) Network connections is hard (keep the networks up to date, pay license fees for the spectrum) Service market is small Apps is HUGE

Apps a European view


Hardware is done in Asia Knowledge transfer possible but less attractive Apps can be made locally but sold globally

Smartphone Platform
Platform Symbian OS MeeGo / Maemo iOS iPhone Android RIM Windows Mobile Bada Brew Programming Qt C Sharp Java J2ME

Smartphone Platform

Native versus Java


The best performace in terms of energy consumption, computational power, access to APIs etc is achievable on the native platform. But JavaME will run on most platforms (Nokia, SE, LG, Samsung, Windows Mobile, RIM but not iPhone or Android (J2ME runner))

Heterogeneous phone market


Nearly every app needs to be tailored to the different mobile phone types Different display size, functionalities (JSR for Java), etc iPhone has only one build for everything (exception is the iPad and version 1 devices) Android is also problematic (version 1.6 to 2.2 for different manufactures

Distribution
Where do users find your app?
Preinstallation on a mobile phone: Mobile manufactures agree to preinstall your app. Very rare occasion but then you are rich ...
No installation needed

Distribution over the stores of manufacturers or network providers or distributers. Our own web page
How to attrack users to come to this page?

Viral loops: Mouth to mouth propaganda

Distribution: Stores Mobile Manufacturers: iTunes AppStore


No further fees involved Just submit your application and await feedback (2-3 weeks) Carefully commit the requested information by Apple Do not use private APIs

Distribution: Stores Mobile Manufacturers: OVI


First of all the application needs to be signed if JAVA (2-3 weeks) In case of strange refusal just resubmit (AT&T relasted stuff) Banners Recommended

Distribution: Stores Mobile Manufacturers: Google/Android


First of all the application needs to be signed if JAVA (2-3 weeks) In case of strange refusal just resubmit (AT&T relasted stuff) Banners Recommended

Distribution: Stores Network Providers

Distribution: Stores 3rd Party

App Store Sizes


App Store Apple Apple iPad Blackberry OVI Android Number of apps avaialbe 225000 11000 7200 13000 70000 1 1.7 1bn Daily downloads Mio 16.7 Absolute 5bn 35m

Analysts Gartner claim 2.5 bn app downloads in 2009 (4.2 bn USD), 4.5 bn in 2010 (6.8 bn USD), and forsees 21 bn in 2013 (29.5 bn USD).

Source: http://mobilephonedevelopment.com/archives/1100

DISTRIBUTION OF THE APP

Distribution: Stores
Good ways to distribute the application Time consuming process to meet the different standards (pictures sizes, text, etc) Time for approval between on day and one month

Distribution: Own web page


Every app should have its own web page to convey additional information and to be able to download
Link to stores Direct download link
Easy to update Full controll No restrictions

Distribution: Viral Loop


Most powerful tool is mouth to mouth propaganda Inbuild functionality in the app Social networks such as facebook and others

MAKING MONEY

Making Money
Selling the app: Price range between 0.79 to 999 Euro
Store
Part of the money goes to the store. Currently 30% for the stores and 70% for the developer Bills are issued by the stores

Own web page


Credit card needed (bad for the whole Asian and African continent) Collaboration with external shop systems (no micro payment)

Freemium: Light version exists to attrack the user, full version cost money Advertisements: In the app advertisements are placed. How to get those advertisements? Selling features for the app e.g. Virtual goods or new levels or new functionality

Making Money: AppWorld


Sell the app itself iAd Ingame purchase

Making Money: Ovi


Sell the app itself Advertisments have been discussed over ages but not available atm Ingame purchase the same

EXAMPLE

Example Gedda Headz


Social Mobile Game

Some facts
JavaME and iPhone Over 400k users (real users not downloads) Viral loops installed (app spreader)

Download
AppStore for the Apple community Multifold for the JavaME
Own webpage Direct link dl.gedda-headz.mobi Distributors
OVI Getjar

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