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Smartphones & Applications . Pooja Tripathi. Agenda. Mobile 101 OS, OEM, Service Provider, Apps Mobile Applications 101. Smartphone 101 . Service Provider A T & T Verizon Sprint T-Mobile. Original Equipment Manufacturer (OEM) Samsung, Nokia, HTC, Apple.

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Smartphones & Applications

Pooja Tripathi


Agenda

  • Mobile 101

    • OS, OEM, Service Provider, Apps

  • Mobile Applications 101


Smartphone 101

Service Provider

A T & T

Verizon

Sprint

T-Mobile

Original Equipment Manufacturer (OEM)

Samsung,

Nokia,

HTC,

Apple

A phone that makes you smart

Worldwide smartphone market: 42.1% year-over-year growth

Operating System (OS)

Android,

iOS,

Windows,

Blackberry

Applications (Apps)

Still counting…


Original Equipment Manufacturer (OEM)

Kevin Restivo: Samsung employs a 'shotgun' strategy wherein many models are created that cover a wide range of market segments. Apple, in contrast, offers a small number of high-profile models. 

Src:  IDC Worldwide Mobile Phone Tracker, July 26, 2012


Operating System (OS)Android & iOS powered 85% of all smartphones

Src: IDC Worldwide Mobile Phone Tracker, August 8, 2012


Telecom Service ProvidersAT & T and Verizon control more than 70% of American smartphone market

Jargons used in the industry:

  • Plans- Postpaid, Prepaid plans

  • SMS: Short Message Service

  • Handsets, Subsidy on Phones

  • VoIP: Voice Over internet protocol

  • ARPU( Average Revenue per User), Net Adds, Churn rate

  • 2g, 3G, 4G

Src: Chetan Sharma Consulting: US Wireless Market Update Q2 2012


Wireless CarriersHigh Speed -> More Spectrum


Top 3 Mobile content usage driversTexting, Downloading apps and browsing


Mobile Applications 101

Free Apps Account For 89% Of All Downloads; Most Of The Rest Under $3; iOS Store Biggest Of Them All

  • Wiki defn:

    A software application designed to run on smartphones, tablet computers and other mobile devices

  • Available on:

    • App store (iOS),

    • Google Play (Android),

    • Marketplace (Windows),

    • Blackberry app world

  • By 2016, Gartner is predicting the mobile app market will see almost 310 billion downloads, with 93% of those free apps. 

  • Angry Birds was downloaded 6.5 million times on Christmas day alone in 2011


Measuring loyalty across OS


Build simple, easy to use apps that drives user engagement


Know the Buyer behavior

  • Know your customers by numbers

    • Invest in mobile analytics and surveys: Google Analytics, Flurry, Localytics

    • Customer personas, targeted advertising and segmentation

      • Age,

      • Gender,

      • Interests : Psychographics segments (Best used by Facebook Analytics)

      • Geographies

    • Are customers finding your app useful?

      • Total Downloads,

      • New Users : Customer Acquisition,

      • Active Users: Customer Engagement,

      • Sessions: Return Users

    • Are your users engaged?

      • Frequency of visit

      • Bounce rate

      • Conversion Funnels


What influences app download behaviors

  • Factors that may determine downloads:

    • Quality and reliability of app

    • Ratings

    • Downloads

    • App store reviews

    • Reachability and Availability on multiple OS’s

  • Monetization:

    • Free

    • Freemium

    • In-app purchases,

    • Subscriptions

    • Advertising

  • Advertising

    • Cost Per Click, Click Through Rate,

    • Cost per conversion


Thank You


References

  • http://www.idc.com/getdoc.jsp?containerId=IDC_P1600

  • http://www.idc.com/getdoc.jsp?containerId=prUS23638712

  • http://www.idc.com/getdoc.jsp?containerId=prUS23624612

  • Flurry

  • Localytics

  • Forrester

  • Gartner

  • Wikipedia

  • Chetan Sharma Consulting: US Wireless Market Update Q2 2012


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