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App Market Survey: Experiences of Successful "First Mover" Corporate Publishers
Research2Guidance, March 2010, Pages: 30
The report shows the results of an online survey supported by interviews conducted with 82 of 'first mover' corporate application publishers. The survey was conducted in the last quarter of 2009.
The participating companies have been selected according to the following criteria:
- Market Success: Participating Organization must have ranked in the Apple App Store’s Top 100 list.
- Company Size: Participants must represent Fortune 1000 companies.
- Industry Coverage: Overall participants must represent a wide range of industries. Examples of participants are: T-Mobile, Financial Times, Navigon, Oracle and AOL. The participants have been asked to share their experiences of application publishing with the help of the following questions:
- When Did You Publish Your First Application?
- On Which Platforms Do You Publish Your Applications?
- What Goals Do You Want to Achieve With Your Applications?
- To What Extent Did You Reach Your Goals?
- What Are the Biggest Obstacles to Success?
- How Many Applications Have You Published?
- How Do You Price Your Applications?
- How Many Times Was Your Most Successful Application Downloaded?
- What is the Average Development Budget for Your Applications?
- What is the Average Development Time for Your Application?
- Which of the Following Marketing Channels do You Use and How Effective are They?
- Which Activities Will You Concentrate on Over the Next 12 Months?
- Which Platforms do You Plan to Engage in Over the Next year (2010)?
- What are the Biggest Challenges of a Multi-Market Strategy?
- How Will Your Engagement Level Change Within the Next 12 Months?
- What Would You Do Differently Next Time? The survey results have been validated by telephone interviews.
The survey results are part of the comprehensive “Global Smartphone Application Market Report 2010”.
The hype Apple created amongst mobile specialists and “garage” application publishers has now taken hold in the corporate world. Global companies made significant inroads into the smartphone application market in 2009, chiefly to gain familiarity with this new consumer channel. In order to learn corporate first movers’ experiences in the smartphone application market research2guidance conducted an online survey supported by interviews with 82 of the current most successful application publishing companies. The selection criteria for this study were as follows: a) Market Success: Participating organization must have ranked in the Apple App Store’s Top 100 list. b) Company Size: Participants must represent Fortune 1000 companies. c) Industry Coverage: Overall participants must represent a wide range of industries. Key take-aways from this report include: - Almost all corporations started their market activities in 2009, with most focusing on the Apple App Store platform. - Brand and product promotion was the main purpose for launching an application, which differs from the average of corporate application publishers 40% reported more than 100,000 and 19% more than 500,000 downloads for their most successful application. - Size of the average project budget. - First movers aimed to have short time-to-market for their applications, with 58% reporting average development times between one and three months. - Multiplatform publishing strategy will become increasingly common, with Apple, Android and BlackBerry being the first choices for inclusion.
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