Introduction to Multilingual Retrieval Augmented Generation (RAG)
State Of The Industry_Apps
1. State of the Industry: APPS
A DM2PRO and Quattro Wireless Collaboration,
December 2009
Quattro Wireless
A groundbreaking study on
Corporate Headquarters
100 Fifth Avenue the current strategies and
Waltham, MA 02451
781 209 4030 future plans of more than
Sales Headquarters 600 major advertisers,
594 Broadway, Suite 206
New York, NY 10012
646 367 2175
agencies, publishers and
Additional offices in Chicago, Dallas,
social and mobile application
Los Angeles and San Francisco.
developers
2. State of the Industry: APPS
EXECUTIVE SUMMARY
The rise of social applications and multi-function mobile devices have dramatically changed the marketing
landscape over the past two years. Marketers have been forced to address new business models and
marketplaces, as consumers increasingly shifted their media time from traditional to digital channels.
This research study, previewed by DM2PRO.com and Quattro Wireless at the digiday:APPS summit in Los Angeles
on December 10, 2009, is the first in-depth look at the entire social and mobile application ecosystem. The full
slide deck is available at DM2PRO.com.
This report will mainly focus on mobile platforms, as overall the study found that investment in social applications
will remain flat, while mobile investment will grow significantly.
As the mobile landscape continues to evolve, this data provides an essential window into where the industry
stands today and where it is headed:
· More than half of the advertisers and agencies surveyed did not develop a mobile or social app in 2009,
but 65% plan to develop mobile apps in 2010, with iPhone being the clear winner in terms of intended
platform of choice at 91% (followed by Android at 39%, RIM at 33%). For those that do have apps today,
Facebook apps lead iPhone apps by about 12%. One-third expect their budgets to increase by more than
75% in 2010 some by greater than 200%.
· For the smaller number of publishers who have already developed apps, the inverse of advertisers social-
to-mobile app preference is true: iPhone leads Facebook in terms of the platforms they plan to develop
for. More than 35% of publishers say that even in today s challenging economic times, they expect their
mobile app-related revenues to increase by more than 50% in 2010.
· Social-only developers focus mainly on Facebook (74%), but 90% of this group are going mobile in 2010,
with 75% working on iPhone apps and 55% on RIM.
Considering that more than half the total advertising respondents represent agencies (n = 130), presumably with
multiple clients, the number of branded mobile applications entering the market next year should be substantial.
METHODOLOGY
DM2 Media and Quattro Wireless used their extensive customer lists to conduct an online survey of ad agency,
advertiser, media and app developer executives in November and December 2009.
DM2Media holds conferences for digital media and marketing pros on a variety of media-transforming
technologies, including mobile and social networks and applications, and publishes the digiday:DAILY free e-
newsletter and DM2PRO.com paid content resource. More than 30,000 interactive industry professionals read
digiday:DAILY, or have attended conferences, a majority of these serving in various executive marketing positions
for brands or agencies, with approximately a third in publishing-related media posts.
Quattro Wireless serves these markets, along with the application developer community. Some of these
developers serve publishers, brands or advertisers, but the majority are independent entrepreneurs.
Page 2 www.quattrowireless.com
16. State of the Industry: APPS
ABOUT QUATTRO WIRELESS
Quattro Wireless is the leading global mobile advertising company, empowering advertisers and publishers to reach and
engage their target audiences across mobile web, application and video platforms with unrivaled precision, transparency
and ROI. Employing Q ElevationTM dynamic targeting technology to optimize every impression, the company s ad serving,
tracking and analytics platform and global network of sites and applications (many exclusive) deliver superior results.
Leading companies including P&G, Ford, NetFlix, Time Inc., Visa, Disney and the NFL partner with Quattro Wireless because
the company has turned the art of engaging and converting mobile audiences into a repeatable science. You can learn
more at www.quattrowireless.com, and follow us on twitter @intheq.
ABOUT DM2PRO.COM
Parent DM2Media produces a range of niche conferences on cutting-edge topics for digital media and marketing
professionals. We focus on the areas where technology and innovative services are infusing rapid change. Apps are one
such area, and DM2Events.com initiated a focus on Apps in August with its first digiday:APPS conference. This was followed
by a second event Dec. 10 in Los Angeles where these survey results were previewed. A video of Lynn Tornabene, CMO of
Quattro Wireless, presenting the results is available, along with the full slide deck at DM2PRO.com. The member site,
repository to this and several other state of the industry surveys, plus case studies, awards and interviews, and more than
100 videos from the digiday conferences, is $20/month to join.
Page 16 www.quattrowireless.com