View
441
Download
2
Category
Preview:
Citation preview
MY APP ISN’T SELLING !
HOW COME ?!?
Joris De Sutter
+32.494.03.10.25
joris@smartphonehelp.be
HOW COME ?!?
Let’sLet’sLet’sLet’s trytrytrytry to to to to findfindfindfind out… out… out… out…
@SmartphoneHelp
JORIS 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 End End End consumersconsumersconsumersconsumers!!!!
WHICH PLATFORM IS THE MOST POPULAR?
Eric Schmidt:
LeWeb, Paris, 6 Dec. 2011
Obviously a wrong prediction! Recently they even
released the Google+ app on iOS BEFORE Android !!
“Android apps will beat iOS apps to the
market in six months time…”
WHAT PLATFORM TO DEVELOP FOR (IN EUROPE) ??
JuneJuneJuneJune 2012, NOW2012, NOW2012, NOW2012, NOW
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.
November 2012 ??November 2012 ??November 2012 ??November 2012 ??
WHAT’S A CONSUMER LOOKING FOR ?
The The The The pyramidpyramidpyramidpyramid of of of of needsneedsneedsneeds
in in in in smartphonelandsmartphonelandsmartphonelandsmartphoneland
forforforfor professional professional professional professional
organisationsorganisationsorganisationsorganisations....
Inspired by and adapted from CrackBerry Kevin
WHAT’S A CONSUMER LOOKING FOR ?
JoeJoeJoeJoe orororor Jane Average Jane Average Jane Average Jane Average
and and and and theirtheirtheirtheir pyramidpyramidpyramidpyramid of of of of
needsneedsneedsneeds in in in in realrealrealreal lifelifelifelife....
IMPORTANT: This is
only valid for the
average customer,
NOT businesses!
WHAT’S A CONSUMER LOOKING FOR ?
Mix of OS and Mix of OS and Mix of OS and Mix of OS and manufacturer’smanufacturer’smanufacturer’smanufacturer’s
ownownownown softwaresoftwaresoftwaresoftware
ThirdThirdThirdThird party party party party developersdevelopersdevelopersdevelopers
… and … and … and … and whowhowhowho
provides provides provides provides itititit ????
Operator & Operator & Operator & Operator &
ManufacturerManufacturerManufacturerManufacturer
OSOSOSOS
OSOSOSOS
ownownownown softwaresoftwaresoftwaresoftware
WHAT’S A CONSUMER LOOKING FOR ?
… and … and … and … and wherewherewherewhere
does does does does hehehehe getgetgetget itititit ????
OnOnOnOn the the the the phonephonephonephone
AppAppAppApp stores stores stores stores orororor alternativealternativealternativealternative
i.e. i.e. i.e. i.e. fromfromfromfrom YOUYOUYOUYOU
ShopShopShopShop
OnOnOnOn the the the the phonephonephonephone
OnOnOnOn the the the the phonephonephonephone
OnOnOnOn the the the the phonephonephonephone
WHERE ARE CONSUMERS POSITIONED ?
40 %40 %40 %40 %
20 %20 %20 %20 %
HowHowHowHow manymanymanymany of of of of
themthemthemthem are are are are lookinglookinglookinglooking
forforforfor youryouryouryour appappappapp ????
Numbers are very rough estimates, without scientifical source.
100 %100 %100 %100 %
80 %80 %80 %80 %
60 %60 %60 %60 %
40 %40 %40 %40 %
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� 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 About a quarter of the
customers spend more than 500
Euro on a smartphone
THE 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 customerselfcare picture based and devicespecific support on the operator’swebsite.
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 2011
BELGIUM, BY MANUFACTURER
Slight difference
between Samsung
and Apple.
The Nokia percentage
is mostly Symbian
and S40, hardly anyand 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.
Statistics taken from 1 month time
between 8 May till 7 June 2011
As in Belgium, the
Nokia percentage is
mostly Symbian and
S40, hardly any
WP7…
BE, DEVICES
In Belgium, of all people seekingsupport, the percentage of iOSusers outweighsthe percentage of the percentage of Android users.
At the present date, few WP7 usersseek support.
Statistics taken from 1 month time
between 8 May till 7 June 2011
NL, DEVICES
In Holland, of all people seekingsupport, the percentage of Android users is slightly larger thanslightly larger thaniOS users.
At the present date, almost no WP7 users seek support.
Statistics taken from 1 month time
between 8 May till 7 June 2011
INTERPRETATION
� 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 � 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
out there, worldwide.RealityRealityRealityReality
20% of this is about
50 Million, who are your
potential customers.
Sounds GREAT !
REALLY REALLY REALLY 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… 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 SMARTPHONES
USER FRIENDLYNESS OF ANDROID
Steve Steve Steve Steve BalmerBalmerBalmerBalmer: : : :
“You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist “You don’t have to be a computer scientist
to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use to use a Windows Phone, but you do to use
an Android phone.” an Android phone.” an Android phone.” an Android phone.”
BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.BUT, Android fragmentation sure doesn’t help.
Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)Grossly exaggerated (yeah, he’s called Steve too…)
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 ??
The big majority of app purchasers are
people carrying high end smartphones and
have a budget to spend.
For you as developers, sure! That’s how you
make money, obviously…
For the customer? Doubtful !
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.
have a budget to spend.
Now THOSE are the people marketers target!
TO SUM IT ALL UP
Unfortunately, most smartphone users are no geeks,
like you and me, and content with cheap phones.
Surprisingly, a lot more never browse the app stores!
Sadly, a lot of them struggle to get their phone
connected to the internet!
AboveAboveAboveAbove all: Be all: Be all: Be all: Be RealisticRealisticRealisticRealistic !!!!
Make sure you target your app AND create enough
buzz around it, to get featured.
Luckily, the numbers of smartphone users are still
rising and your future doesn’t have to be gloomy.
Surprisingly, a lot more never browse the app stores!
QUESTIONS ?
twitter.com/SmartphoneHelp
be.linkedin.com/in/jorisdesutter
Joris De Sutter
+32.494.03.10.25
joris@smartphonehelp.be
Or try
gplus.to/jorisdesutter
Recommended