1. ……...
Android and the Commercial Success
- Why iOS is still ahead and how Android can improve?
Gökhan Bal
Christian Kahl
Ralf Strobel
Prof. Dr. Kai Rannenberg
Deutsche Telekom
Chair of Mobile Business & Multilateral Security
Goethe University Frankfurt a. M.
www.m-chair.net

2. ……...
Agenda
2
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

3. ……...
Agenda
3
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

4. ……...
The Status Quo: Android vs. iOS
More Smartphones…
4
Number of smartphones sold to end users worldwide from 2007 - 2012
Sales in million units
139.29
172.38
296.65
472.00
674.90
122.32
0.00
100.00
200.00
300.00
400.00
500.00
600.00
700.00
800.00
2007 2008 2009 2010 2011 2012
www.statista.com/statistics/12856/number-of-smartphones-sold-to-end-users-worldwide-since-2007/

5. ……...
The Status Quo: Android vs. iOS
…and more Apps
5
Number of mobile app downloads worldwide from 2009 - 2016
Number of app downloads in millions
4,507.00
21,646.00 24,936.00
45,617.00
81,422.00
131,695.00
309,606.00
2,516.00
0.00
50,000.00
100,000.00
150,000.00
200,000.00
250,000.00
300,000.00
350,000.00
2009 2010 2011 2012* 2013* 2014* 2015* 2016*
www.statista.com/statistics/76684/number-of-mobile-app-downloads-by-2013/

6. ……...
The Status Quo: Android vs. iOS
Android vs. iOS Market Share
 Android market share increased rapidly.
 Android has overtaken iOS already in Q2‘10.
6www.statista.com/statistics/74592/quarterly-worldwide-smartphone-sales-by-operating-system-since-2009/
Global smartphone sales to end users 2009 - 2012, by OS
Sales in million units
0,00
50,00
100,00
150,00
200,00
250,00
Q1 '09 Q2 '09 Q3 '09 Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12
Android iOS Others

7. ……...
Agenda
7
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

8. ……...
The Problem: iOS is still ahead
Revenues
 Android vs. iOS App revenue
 iOS still far ahead regarding commercial success of apps
8http://techcrunch.com/2013/01/30/japan-south-korea-led-google-play-app-to-revenue-to-double-from-q3-to-q4-2012-but-apple-still-revenue-leader/
http://www.insidemobileapps.com/2012/03/30/google-play-delivers-a-quarter-of-the-revenues-apple-and-amazon-do-says-flurry/

9. ……...
The Problem: iOS is still ahead
Possible Reasons (1)
 Compatibility
 (Too?) many updates/changes in Android OS
 Market for Android devices and OS more fragmented than for iOS
  Difficulties for developers
  Android app development requires more resources (time,
money, etc.).
  Commercially promising apps rather developed for iOS
 Usability and user relations
 Unified design in iOS (Apps look and feel more similar)
 Usability on Android also depends on Android OS version
 ‘Beauty and Impressiveness’ of iOS Apps
 iOS users rather like to impress their peers
9
http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-
over-android-2012-7#ixzz2OAlMgc7A www.stuarthughes.com/newdawn/product_info.php?products_id=113
iphone 4S Elite Gold 'The worlds most
expensive Phone'

10. ……...
The Problem: iOS is still ahead
Possible Reasons (2)
10
© 2011 Hunch Inc.
http://blog.hunch.com/?p=51781
http://t3n.de/news/android-vs-ios-duell-
zahlen-infografik-326152/

11. ……...
The Problem: iOS is still ahead
Possible Reasons (2a)
www.engadget.com/2010/12/01/computer-engineer-barbie-now-available-and-her-phones-been-upg
11

12. ……...
The Problem: iOS is still ahead
Possible Reasons (3)
 The “Band-Aid” Effect
 “There’s an app for that.”  Apple has a reputation for
making apps
  “The iPhone is synonymous with apps – plain and simple.”
http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
 iPhone users are rather early adaptors, interested in new
possibilities
(many casual smartphone users use Android devices).
 “If you are going to be on one platform, you want to be where
the early adopters are.“ http://www.businessinsider.com/app-design-company-director-all-of-
our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A
 Easier to market (?!)  Developers can build on Apple ‘s
reputation
  Many apps developed for iOS first
12http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A

13. ……...
The Problem: iOS is still ahead
Possible Reasons (4)
 Purchasing
 iTunes fully integrated in iOS (seamless purchasing process)
 Payment information usually already provided in iTunes
account
 In Android, payment information is provided during checkout
 iPhone users willing to spend more money
 Store Reputation
 iOS has better store reputation.
 Strict review process vs. open source approach
https://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf
13http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A

14. ……...
The Problem: iOS is still ahead
 What can be Android’s
competitive advantage?
14http://www.mobileprwire.com/Why-iOS-Apps-are-More-Successful-than-Android-Apps.html
http://www.businessinsider.com/app-design-company-director-all-of-our-clients-choose-ios-over-android-2012-7#ixzz2OAlMgc7A

15. ……...
Agenda
15
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

16. ……...
Privacy Excursus
 Privacy?!
16

17. ……...
Privacy Excursus
Problems regarding privacy
Current smartphone platforms and app market places do not provide users an
appropriate level of transparency regarding smartphone applications’ sensitive
information processing activities.
Often, users are not aware that sensitive resources have been accessed and
processed by applications.
This leads to a biased conception of how smartphone application usage
impacts users’ privacy.
Privacy principles such as informational self-determination, transparency, and
user control are violated.
37% of people who don’t use a smartphone, explain their refusal with a lack of
trust in smartphone devices1.
17
1BMELV 2012, Sicherheit und Datenschutz bei Smartphones, Hintergrundpapier zur
Verbraucherumfrage vom Mai 2012. Bundesministerium für Ernährung, Landwirtschaft und
Verbraucherschutz / Federal Ministry of Food, Agriculture and Consumer Protection
(Germany).

18. ……...
Privacy Excursus
Problems regarding privacy (2)
 … static,
 … coarse-grained,
 … timed inappropriately,
 … ignored largely,
 … not an effective measure
to inform users about
individual privacy risks of
apps.
18
Current privacy information is …

19. ……...
Agenda
19
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

20. ……...
Agenda
20
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

21. ……...
How Android can improve
Solution Approach
 Transparency and privacy as a competitive
advantage for Android
 Android users are more privacy aware.1
  Transparency regarding access/usage of
personal data by particular apps is important
 Transparency increases trust in an app (Which data is
used? How is data used?)
 Creates added value of an app for privacy aware users
 Added value could be monetised (e.g. User pays for
transparency; User pays with money or with personal
data for app)
  How to further use this as a competitive
advantage? 211https://www1.cs.fau.de/filepool/publications/zina/chi2013-smartphones-wip-FINAL.pdf

22. ……...
Agenda
22
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Conclusion & Outlook

23. ……...
Solution Concept
Communicate Privacy(-impacting) behaviour
23
 Inform about privacy-impacting behaviour patterns1 of
apps instead of static permissions!
 Information about how an app actually behaves on the
user‘s device
 E.g. what sensitive resources does it access? When?
How frequent? What information can be extracted
about the user?
 How does the developer use the information?
1BAL, G. 2012. Revealing Privacy-Impacting Behavior Patterns of Smartphone Applications. MoST
2012 - Proceedings of the Mobile Security Technologies Workshop 2012.

24. ……...
Agenda
24
 The Status Quo: Android vs. iOS
 The Problem: iOS is still ahead
 Privacy Excursus
 How Android can improve
 Solution Approach
 Solution Concept
 Solution Elements
 Local Runtime Privacy Information
 Privacy score for apps in app markets
 Trust-enhanced app discovery
 Conclusion & Outlook

25. ……...
Solution Elements
1. Local Runtime Privacy Information
1) Monitoring and analysis of app behaviour,
2) Notification when app matches a pattern
(“unlock” of privacy information).
3) Information about app behaviour
25
Runtime
notification
Details about
unlocked
information
Information about
new “unlock”

26. ……...
Solution Elements
1. Local Runtime Privacy Information
26
More details:
What is unlocked?
More details: How
did app unlock?
3) Information about app behaviour

27. ……...
Solution Elements
1. Local Runtime Privacy Information
3) Information about app behaviour
4) Possibility to give feedback
27
More details:
Relevant excerpts
of Privacy Policy
Feedback
mechanism

28. ……...
Solution Elements
2. Privacy score for apps in app markets
 Calculating a privacy score based on the users’
app-behaviour ratings (crowdsourcing).
 Visualization of the privacy score for apps.
28

29. ……...
Solution Elements
3. Trust-enhanced app discovery
 App behaviour profile
impacts search result
order.
 Additional visual indicator
for apps’ privacy behaviour
profile.
29

30. ……...
What you can do already now
 Be transparent.
 Inform users why you need access to privacy
sensitive resources.
 Tell them what you do with their
information.
 Keep the number of permissions small.
 Check if you really need all permissions.
30

31. ……...
Conclusion & Outlook
 Enhance user trust into the app ecosystem
 Provide useful privacy information about individual
apps covering the phases of app discovery, installation
and usage
 Usage of crowdsourcing to rate privacy-invasiveness of
apps
  Who could run the market?
31

32. ……...
Deutsche Telekom Chair of
Mobile Business & Multilateral Security
Prof. Dr. Kai Rannenberg
Chair of Mobile Business & Multilateral Security
Goethe University Frankfurt
info@m-chair.net
www.m-chair.net
@mchair
Thank You!
Prof. Dr. Kai Rannenberg Christian Kahl Ralf Strobel