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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

Smartphones & Applications

Pooja Tripathi


Agenda
Agenda

  • Mobile 101

    • OS, OEM, Service Provider, Apps

  • Mobile Applications 101


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

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


Telecom service providers at t and verizon control more than 70 of american smartphone market
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 carriers high speed more spectrum
Wireless CarriersHigh Speed -> More Spectrum


Top 3 mobile content usage drivers texting downloading apps and browsing
Top 3 Mobile content usage driversTexting, Downloading apps and browsing


Mobile applications 101
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




Know the buyer behavior
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
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



References
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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