Transcript UPE Centre of Excellence Draft Project Plan for 1998 to 2002

Prof Janet Wesson and Bradley van Tonder
Department of Computing Sciences
16 March 2011
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Mobile applications
Location-Based Services
Augmented Reality
Mobile Web Apps
The Mobile Cloud
Near-Field Communication
Monetisation Strategies
Looking Forward
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• Global mobile app industry worth approximately $2.2 billion
USD in 2010.
• 8 billion mobile apps were downloaded in 2010:
• 5.6 billion for iPhone/iPad
• Competitor app stores’ market shares dramatically increasing
• Popular app types vary depending on platform:
• E.g. Games represent 52% of iPhone market, but only 29% on Blackberry
Store
Apple App Store
2009
2010
Revenue
Share
Revenue
Growth
Share
$769
92.8%
$1,782
82.7%
131.9%
BlackBerry App World
$36
4.3%
$165
7.7%
360.3%
Noka Ovi Store
$13
1.5%
$105
4.9%
719.4%
Google Android Market
$11
1.3%
$102
4.7%
861.5%
$828
100%
$2,155
100%
160.2%
Total
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• There are more mobile phones than people in South Africa.
• In South Africa, 57% of mobile web users only access the
Internet on their phones.
• South Africa still responsible for a tiny fraction of mobile app
buyers and developers.
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• 79.9% of phones equipped with GPS by end of 20111.
• Time is just as important as location:
• Streaming of real time content improves on static content
• E.g. Current traffic conditions
• Location-based search:
• Apps, tweets, multimedia and people near my current location
• Personalisation:
• Important to avoid information overload
• Other applications:
• Social networking
• Gaming
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www.isuppli.com
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• Overlay virtual content on the real world.
• Enabled by improvements in mobile sensor
technology:
• GPS positioning
• Digital compasses
• Accelerometers and gyroscopes
• Application examples:
• POIs, restaurant reviews, advertising
• Augmented reality platforms allow for
customisation and extension:
• Wikitude
• Layar
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• Fragmentation across platforms:
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iPhone
Android
Windows Phone
Blackberry
• Fragmentation within platforms:
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Handset maker modifications
Network operator modifications
Different firmware versions (e.g. Android 2.1, 2.2, 2.3…)
Different device hardware capabilities
• The result: a testing and development nightmare!
• Web apps represent a partial solution.
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• Native apps vs. mobile apps:
• Does your application require access to native data, hardware (e.g.
sensors or camera) or multitasking?
• What monetisation strategy are you using?
• The Trojan Horse:
• App is little more than a wrapper for mobile website
• No need to download updates
• Addresses fragmentation
• HTML 5:
• Allows for improved integration of multimedia content
• Driving improved mobile web applications
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Constant Internet connectivity
No more static content
Data storage in the cloud
Cross-platform solution
Applications:
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Email
Instant messaging
Multimedia
Document storage and sharing
Maps
• Problematic in South Africa where data costs are still high
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• Very short-range wireless technology (< 4cm).
• Initiator powers a passive target
• NFC-equipped phones already shipping:
• Samsung Nexus S
• Possibly iPhone 5
• Applications:
• Peer to peer:
• Setup Bluetooth or Wi-Fi connection
• Payment and ticketing:
• Payments via debit/credit card
• Mobile ticketing (public transport, sports matches, concerts)
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• More than one way to make money from mobile apps
• Direct methods:
• App stores – pay to download
• Credit card
• Operator billing – deducts from airtime balance/debits account
• In app purchases
• Advertising
• Free demo – pay to upgrade
• Subscription model (suited to digital content)
• Indirect methods:
• Brand extension
• Service provision (e.g. eBay app)
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• Currently many apps use simple banner ads in
free versions:
• Very low click-through rates
• Mobile advertising likely to become
increasingly intrusive
• Increasing use of multimedia to attract
attention
• Real-time bid advertising:
• Mining of user activity data
• Algorithms used to automatically target specific types
of customers
• Advertising therefore (in theory) reaches the target
audience
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• Research shows that most downloaded
apps are deleted the same day:
• Many more are only used the first few days
• Improving user/customer retention:
• Push notifications – apps are opened 228%
more
• Releasing updated versions
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• 3D Mobile Displays (without glasses)
• App store changes:
• Operator/handset manufacturer app stores
• 3rd party app stores (e.g. Amazon Android app store)
• Cross-platform app stores (e.g. GetJar.com)
• Improvements in the mobile web:
• Greater interactivity
• Blurring of lines between native apps and web apps
• Mobile money transfer
• Mobile banking
• Security
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• Global mobile app industry predicted to be worth $25 billion
USD in 2014.
• Android expected to challenge Apple app market dominance in
next few years.
• South African smartphone market predicted to grow:
• Enabling greater demand for mobile apps
• Greater need for locally relevant apps
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• Email:
• [email protected]
• [email protected]
• Thank you for your attention.
“1 in 10 [survey respondents] said they’d rather lose their mother-in-
law than their cell phone.” - Leger Marketing
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