WTF?Commercialization Challenges of Mobile Software Development in an Exponentially Fragmenting EcosystemStephen King, [email protected]@stephdokin
Riley Kearl, [email protected]@rileykearl
[email protected]: @CMODragonflyInstagram: @CMO4Hirefacebook.com/cmo4hirelinkedin.com/company/
cmo4hire
This presentation found at:www.cmo4hire.com/mobile-development
Dec 2008. Official inauguration of MOMOYYC
Michael Bedu of MoMo Vancouver Yari Tammisto CEO & President since 2004, Helsinki
Thank you! #momoyyc30
Mobile Monday was founded in Helsinki in 2000
115+ cities worldwide
Twitter: @Mob_Rulz
Tonight’s Chat
THE MAGIC OF HOPE
THE REALITY OF REVENUE
THE WINDS OF CHANGE
THE POWER OF PEOPLE
THE MAGIC
OF HOPE
My Samsung S5 is 3 Million %
faster than my old Atari 400
computer
33 years of turning bits into gold with great teams
Since 2010
Co-Founder, Director Co-Founder
WHY
Eight Monthly Managed Marketing Services for Technology Companies
www.cmo4hire.com services.cmo4hire.com
salesfunnel.cmo4hire.com
Who are you?1. Developers? Service
providers? Marketers? Business Development / Sales?
2. How long in the mobile business?
3. Android? IPhone? Both? Other?
4. B2C? Or B2B?5. How many are developing
specifically for mobile devices vs other devices (VR, IoT)
6. How do you make your living? Mobile app sales? Custom work? “I’m not!”
2009Commercialization challenges of software
development in a fragmented mobile ecosystem
2011Commercialization challenges for Enterprise mobile development in a fragmented mobile ecosystem
Let’s rewind the mobile industry 7 yearsslideshare.net/stebankag
MOB4Hire
70% https://www.youtube.com/watch?v=YJY1Fkl4ZnI
“Mob4Hire has 42,000 users in 146 countries
on 364 operators waiting to
help!”
But then this happened
https://www.statista.com/statistics/263794/number-of-downloads-from-the-apple-app-store/
In hindsight, it’s obvious the iPhone is a winner. But back in summer 2008, it was barely a blip on the radar.
… also this.https://www.statista.com/statistics/266136/global-market-
share-held-by-smartphone-operating-systems/
In hindsight, it’s obvious that Android is a winner. But back in summer 2008, it was barely a blip on the radar.
Two platforms emergehttps://www.statista.com/statistics/263453/global-market-share-held-by-smartphone-operating-systems/
http://www.slideshare.net/stebankag/mob4hire-ten-steps-in-the-mobile-development-life-cycle
The Pivot
For apps, the iPhone and Android meant that “Handset testing” had been minimalized (and solved in other ways).
What other services besides “handset testing” could our global community do?
What happened?We got great traction. But …• Crowdsourced revenue: 79% of gross
revenue was earned by tester; 21% was company’s. Low margin, low volumes.
• SOOO focused on WHAT we were doing, didn’t slow to down to ask WHY
• Average project revenue ~$2,000• Handset rationalization and downward
pressure on test project pricing “Get MVP to market, we’ll iterate”
• We underestimated time and resources it would take to automate 1:Many crowd sourcing project management. Unlike 1:1 crowd sourcing where the work is between only 2 individuals & shorter time-frame.
• Too many different quotes, too many options … had to be handled by internal project manager
• Exited to a Chinese company to be the “utest.com of China.”
THE REALITY
OF REVENUE
A BUSINESS WITHOUT REVENUE IS JUST A HOBBY. Money is the reason we get to continue to do what we do.
Only 2 Types of Businesses. Which are you? Vitamin: Create opportunity for your customers
Pain pill: Reduce time or expenses for your customers
How much can you charge for it?The MOST important question to answer.
What CASH transaction will occur so your company can make revenue?
How long do you have?
Income = $ per transaction X # of transactions
Expenses: Plan for a salary for yourself, too
Funding: Either investment of $$$ or time
Entrepreneurs smell opportunity and $$$1. How does change create an
opportunity? (opportunities are vitamins or pain pills!)
2. Who will pay for your stuff?(products and/or services)?
3. How much can you charge for it? 4. How big $$ is the market opportunity?5. How easy is it to access the market –
to sell it to potential customers?6. What were customers using before?7. What other choices do they have?
Why would someone select you and not your competition?
8. How much resources (time & money) will you need to make it profitable?
THE WINDS
OF CHANGE
Two platforms dominatehttps://www.statista.com/statistics/272307/market-share-forecast-for-smartphone-operating-systems//
Smartphone growth slowing
http://www.kpcb.com/blog/2016-internet-trends-report
Android holds clear
market unit share advantage
Where’s the money?
http://readwrite.com/2014/08/08/ios-android-
developers-pay-debugging/
iOS delivers
more money to
developers
Fragmentation still biggest challenge as a Mobile Developer
Appceleraor / IDC
Mobile Fragmentation http://appleapple.top/ios-9-is-installed-on-84-of-compatible-devices-android-6-0-marshmallow-7-
5/
We’ve shifted from many different TYPEs of mobile O/S’s for many SPLINTER’s of O/S
AndroidDeviceFragmentation w screen sizes
24,000 different handsets
https://opensignal.com/reports/2015/08/
android-fragmentation/
But it’s really not just about “mobile” anymore,
is it?
http://theconnectivist-img.s3.amazonaws.com/wp-content/uploads/2014/05/Unknown.png
“Tip of the Spear”Exponential disruption in a human world. thespear.co
Age:25-35
Education:University
Income:$50-75K
For e.g. in VR, @redironlabs has built in support for 8 different headsets, all of which have different API’s, all striving to be the dominant platform
Name:John
Technology stack getting wider and deeper
Age:25-35
Education:University
All of this technology needs to be programmed and connected. And, all the platforms have their own ”standard.” (i.e. “fragmentation”)
Traditional industries & supply chains exploding
3,874 marketing solutions as of March, 2016.
This complexity is the problem that CMO4Hire solves.
Marketing technology stack also getting wider and deeper
https://www.ibm.com/blogs/commerce/2016/03/top-5-takeaways-from-martech-or-why-the-heart-of-martech-isnt-tech/
THE POWER
OF PEOPLE
GET INVOLVED ● SPREAD THE WORD ● CONNECT LOCALLY & GLOBALLY
11373 tech
companies (up 48%
from 735 in 2012)
AEC Alberta Deal Flow Study
http://www.alberta
-enterprise.ca/?page_id=1150
230% Alberta
Investment Tax Credit in 2017The AITC will offer a 30 per
cent tax credit over two years to investors who
provide venture capital to Alberta companies such as
information technology, clean technology, health technology, interactive digital media and game
products, and post-production, visual effects
and digital animation sectors.
3New $10M
Accelerate II fund,
$1.5M digital media grant, ATB, Alberta
InnovatesMore public and private funding
available in 2017, incubators & accelerators
AMAZING TIME TO BE IN ALBERTA
@the_a100
DEVELOPER PROGRAMS278 different programs accessible from www.wip.com
Have you been to Barcelona Mobile World Congress?
Forge local and global relationships. Leverage MoMo.
#mwc17
60,000 people
Leverage, levarage, leverage, leverage
http://theconnectivist-img.s3.amazonaws.com/wp-content/uploads/2014/05/Unknown.png
smarter
“I am a great believer in luck, and I find the harder I work the more I have of it.” ~ Thomas Jefferson
Thanks!
CALGARY TECH
SUCCES