apps vs browser

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Page 1: Apps vs Browser

Take 2

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Jon, would you like to present with me at

Cannes on mobile this year?

That would be awesome! Thanks

Simon…

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Great…in the first hour I am going to cover

everything known to man about mobile…

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…what would you like to do in the 2nd hour?

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…and btw can you make it interactive as

well please with no wireless or 3G?

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For me, Wired Magazine and a gadget…

Source: Wired, July 2010

How awesome is this picture?

How awesome is this gadget?

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Does the rise of the App

spell the end for

the Browser?

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+44 762 480 6527Text: APPS

Text: BROWSER

Or

Text: NOTSURE

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I will present the counter argument too…just in case

When you see the angry lady – duck!

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So let us begin

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Since the beginning of the

internet…

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+ Most of us have experienced the

internet in an entirely browser-

centric way, interacting with

websites

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It looked a bit like this to begin with…

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Then it looked like this…

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Now, increasingly it looks like this

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But the building block of the mobile

web isn’t the website…

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It’s the app…

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Using Twitter?

There’s an 81.43% chance you are using an

app

Source: Twitstat

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Established web-friendly firms are finding that consumers prefer engaging with them on apps…

…but it’s not just pure plays. High street banks and supermarkets are seeing it too.

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“Apps on mobile devices may soon overtake the web itself as the main platform for consumer software…”Source: Wired, July 2010Tim O’Reilly’s

chin…of Web2.0 fame

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So certain are you Mr O’Reilly?

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Estim

ated

Glo

bal I

nsta

ll Ba

se,

2013

PCs

Smartphone & browser

equipped phones

Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance

1.82bn1.78b

n

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We’re addicted to them…

…they’re not called

Crackberries for nothing!

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But why the app

and not the browser?

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Hardware specific apps are more tightly integrated into the device than a browser

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“But a browser can do some / all of those things”

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So hardware integration can be achieved in a browser – but its rare.

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Mobile web usability [generally] sucks:

•Small screens•Awkward input•Download delays•Poor site design

So says Jakob Nielsen…and he knows a thing or two about usability!!!

Apps mitigate a lot of these issues

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But if the sites are properly designed for the mobile “touch web” then they can be used in browsers

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Taptu provide mobile touch web search functions

This data seems to suggest that the mobile “touch” web is going to outpace the development of apps…but is it really?

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Data hungry functions are better suited to an app environment.

If e-mail could be adequately handled in the browser, why do Blackberries exist (and command such share)?

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Ummm…

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Apps are less connection dependent

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Instapaper

Jamie Oliver

Wired

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Ever lost these?

Search is stupid – you know what you want, you just don’t know where to find it

The browser is predicated on the idea of seeking what you want on the web.

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But we are moving from a search-based web to a web that delivers what we want based on our expressed and implied preferences

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Pulse News Reader is an example of the next generation of apps delivering info to us rather than us having to go and find it

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Siri in the US is an app that you can speak to ask it to do things – like a PA

•“What’s a good sushi restaurant near here?”•“Book me a table please Siri”

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But you can do that stuff in the browser too

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Yes, of course. But these apps

are just not being

developed for the mobile web.

Why is that?

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Supply-side factors

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An almost limitless supply of ad inventory pushes advertising CPMs through the floor and makes it difficult to make money from content online

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Mr Murdoch has long struggled to make money from internet content – so now he’s locked his away behind a paywall

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Content = Free

Why?

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Why should publishers produce content for [almost] free?

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…and the end of free

But now Apple have created the ultimate paywall…

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…and so publishers celebrate and

embrace apps for their ability to

monetise content

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To date:

10,000 iPad apps

225,000 apps in Apple’s App Store

5bn downloads +

50,000 Google Android apps

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And that’s without advertising revenue…which is coming

And that’s before this lot get in on the act…which they already are

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And the big boys are gearing up to take their advertising dollars off them too…

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$10 CPM

AND

$2 CPCMinimum investment $1m

Source: Wall Street Journal

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60% is going back to the app developer!

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Which isn’t going to help the mobile web development market place much

<insert mournful eerie wind sound here>

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Hang on – I saw a Google logo back there. Their whole business model is predicated on the searchable web

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Yup, Google have got a substantial vested interest in continuing to perpetuate a searchable browser-based web

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But they can afford to bet on all the

horses in this race. Wouldn’t you if you

were Google?

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The stock market also give us some insight into the way this is going to go?

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Markets factor future profit expectations into stock prices and market capitalisations

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“Nom nom nom”

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But it is down to the product…

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Or?

5bn+ downloads

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It’s both, but undoubtedly the App Store is helping Apple’s market capitalisation

“The global market for mobile applications is expected to more than triple from just under $10 billion at the end of 2009 to $32 billion in 2015”

“In April 2009, Apple had 35% of the download market but only 1% of the mobile device install base”

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An Apple dictatorship cannot be good for the Web

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I’m a fanboy but couldn’t

agree more…

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But it’s not just Apple

100,000 activations

per day

50,000 apps in the

Android store

Another big Google bet

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Google TV will leverage the Android Marketplace

Another bigger bet still

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And hardware manufacturers are

jumping aboard too

Samsung’s new range of 3D TVs

come with their own app store

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And there are a lot of TVs in the world

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So, that’s the argument from both sides…

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Conclusion

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Volume

Price

Demand

Supply

Ultimately the laws of consumer demand and content supply will determine which is the preferred method for accessing internet content

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My prediction

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The results

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A parting thought

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What is the browser if not an

app?

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Enjoy CannesJon Wade – Digital Strategy Director, UK

[email protected]: @oo0x0oo