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APP-­‐cessorizing	
  Everything	
  

October	
  2013	
  
Appcessorize	
  Everything!	
  	
  

Proprietary	
  &	
  Confiden8al	
  

2	
  
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Proprietary	
  &	
  Confiden8al	
  

3	
  

Images	
  courtesy	
  of	
  Thomas	
  Crampton,	
  SCMP,	
  China	
  Daily,	
  Philly.com,	
  engadget.com	
  
Mobile	
  is	
  the	
  biggest	
  revolu7on	
  in	
  compu7ng	
  

Proprietary	
  &	
  Confiden8al	
  

4	
  
So:ware	
  is	
  ea7ng	
  the	
  world	
  

- 106

- 78 

- 38 

-1

-7

+ 427

+ 73

+ 4

+ 71

+1

-1.5

+2.5

Market	
  Cap	
  Change	
  in	
  5	
  Years	
  in	
  US$	
  B	
  	
  

Proprietary	
  &	
  Confiden8al	
  

5	
  
So:ware	
  is	
  the	
  New	
  Rock’n’roll	
  

Proprietary	
  &	
  Confiden8al	
  

6	
  
Proprietary	
  &	
  Confiden8al	
  

7	
  
The	
  APP-­‐ifica7on	
  of	
  So:ware	
  

Proprietary	
  &	
  Confiden8al	
  

8	
  
APP	
  =	
  Music	
  

Proprietary	
  &	
  Confiden8al	
  

9	
  
DEVICE	
  =	
  Audience	
  

Proprietary	
  &	
  Confiden8al	
  

10	
  
DEVELOPER	
  =	
  Band	
  

Proprietary	
  &	
  Confiden8al	
  

11	
  
API	
  =	
  Instrument	
  

Proprietary	
  &	
  Confiden8al	
  

12	
  
No	
  Instrument	
  =	
  No	
  Music	
  

Proprietary	
  &	
  Confiden8al	
  

13	
  
No	
  API’s	
  =	
  No	
  Apps	
  

Proprietary	
  &	
  Confiden8al	
  

14	
  
APPs	
  are	
  ea7ng	
  so:ware	
  are	
  ea7ng	
  the	
  world	
  
APPs

Sofware
World

Courtesy	
  of	
  Steven	
  WillmoT	
  @	
  3Scale	
  

Proprietary	
  &	
  Confiden8al	
  

15	
  
Explosive	
  growth	
  of	
  Apps	
  
“By	
  2017	
  CMOs	
  will	
  be	
  
purchasing	
  more	
  
technology	
  than	
  their	
  
CIOs”	
  	
  

Total	
  

$693	
  billion	
  
2013	
  
2013	
  

$600	
  

$156	
  

$400	
  
$350	
  

$380	
  billion	
  
$95	
  

$300	
  
$250	
  

$76	
  
$22	
  

2011	
  

$30	
  

$72	
  

$19	
  	
  
billion	
  

$300	
  

IT	
  Applica7on	
  
Outsourcing	
  
Applica7on	
  
Management	
  

(Source:	
  McKinsey)	
  

Total	
  

IT	
  Services	
  Strategy	
  &	
  
other	
  Services	
  

Applica7on	
  Hos7ng	
  
So:ware	
  Custom	
  
build	
  
So:ware	
  Applica7on	
  
Development	
  

$132	
  

$69	
  	
  

$43	
  

billion	
  

$200	
  
$150	
  
$100	
  
$50	
  
$0	
  

$212	
  

5%	
  dedicated	
  to	
  Mobile	
   Mobile	
  
$0	
  
Proprietary	
  &	
  Confiden8al	
  

$235	
  

10%	
  dedicated	
  to	
  Mobile	
  
16	
  

Forrester	
  &	
  Exicon	
  Es3mates	
  
Apps	
  on	
  mobile	
  con7nues	
  to	
  be	
  the	
  main	
  
source	
  of	
  Usage	
  
%	
  Share	
  of	
  monthly	
  usage	
  on	
  mobiles	
  (US)	
  

100%	
  
90%	
  
80%	
  
70%	
  
60%	
  

	
  
es	
  to	
  grow
nu
sage	
  con7
App	
  U
87%	
  

73%	
  

App	
  

50%	
  

Web	
  

•  Top	
  apps	
  change	
  
significantly	
  every	
  90	
  

days.	
  

•  Average	
  User	
  has	
  	
  41	
  

apps	
  

40%	
  
30%	
  

•  Average	
  Time	
  accessing	
  
the	
  internet	
  through	
  

27%	
  

20%	
  

13%	
  

day	
  

10%	
  
0%	
  
Aug-­‐10	
  

mobile58	
  mins	
  per	
  

Feb-­‐11	
  

Sep-­‐11	
  

Apr-­‐12	
  

Oct-­‐12	
  

May-­‐13	
  
Source:	
  Nielsen	
  

Proprietary	
  &	
  Confiden8al	
  

17	
  
Problem:	
  as	
  Apps	
  mul7ply,	
  so	
  does	
  complexity	
  	
  
US$	
  1	
  M	
  Investment	
  per	
  app	
  
250"

1	
  App	
  across	
  2	
  pla_orms	
  in	
  6	
  countries	
  

Number	
  of	
  Apps	
  

200"

150"

s	
  
corm
f	
  Pla
ber	
  o
Num

100"

ty	
  
on	
  Diversi
Applica7

50"

0"

Hotels	
  

Industrial	
  
Proprietary	
  &	
  Confiden8al	
  

Media	
  

Automo8ve	
  
18	
  
Proven	
  track	
  record	
  with	
  leading	
  rela7onships	
  
60	
  

	
   content	
  and	
  exper8se	
  
With	
  developers,	
  
Markets

1,500	
  

	
  
Between	
  Development	
  
Connec8ons

Houses	
  and	
  OEMs,	
  
Enterprises,	
  Brands	
  globally	
  

3,000	
  

Development	
  partners	
  

On	
  every	
  con8nents	
  for	
  a	
  beTer	
  
worldwide	
  integra8on	
  

10,000	
  

Successful	
  Enterprise	
  applica8ons	
  
For	
  benchmarking	
  and	
  compe88ve	
  analysis	
  

1,800	
  

Ac8ve	
  Live	
  APIs	
  
For	
  your	
  discovery	
  
Proprietary	
  &	
  Confiden8al	
  

19	
  
Pain	
  Points	
  
The	
  right	
  
developer?	
  

Mul7ple	
  
Partners	
  

Tracking	
  	
  
&	
  	
  
Performance	
  
Distribu7on	
  	
  
&	
  
Engagement	
  

Compe77on?	
  

Collabora7on	
  
across	
  Teams	
  
&	
  Partners?	
  

Adapt	
  needs?	
  
Mul7ple	
  
Apps	
  

Proprietary	
  &	
  Confiden8al	
  

20	
  
It	
  all	
  starts	
  with	
  1	
  app…..usually	
  on	
  iOS	
  

Proprietary	
  &	
  Confiden8al	
  

21	
  
Investment	
  in	
  app	
  

US$	
  100K	
  

	
  
For	
  a	
  unique	
  app	
  for	
  a	
  specific	
  pla_orm	
  
	
  
• 
• 

US$	
  60-­‐80K	
  for	
  development	
  	
  
The	
  rest	
  is	
  a	
  combina8on	
  of	
  design,	
  images,	
  screenshots,	
  videos,	
  
content,	
  descrip8ons,	
  management	
  8me	
  etc	
  

EXCLUDES	
  marke3ng,	
  promo3on	
  and	
  enhancements.	
  	
  
Proprietary	
  &	
  Confiden8al	
  

22	
  
On	
  another	
  placorm	
  

+	
  60-­‐150%	
  
Proprietary	
  &	
  Confiden8al	
  

23	
  
Extend	
  the	
  success	
  into	
  other	
  markets	
  

+	
  US$	
  60K	
  	
  
per	
  country/language	
  
• 
• 

US$	
  30-­‐50K	
  per	
  app	
  
With	
  the	
  rest	
  being	
  for	
  addi8onal	
  8me,	
  images,	
  contracts	
  

Proprietary	
  &	
  Confiden8al	
  

24	
  
Total	
  Investment	
  so	
  far	
  

US$	
  900K	
  
Proprietary	
  &	
  Confiden8al	
  

25	
  
How	
  about	
  Maintenance	
  and	
  support	
  

10-­‐20%	
  
Proprietary	
  &	
  Confiden8al	
  

of	
  your	
  app	
  investment	
  

26	
  
Total	
  investment	
  in	
  PUBLIC	
  apps	
  
	
  

US$	
  1.1M	
  	
  
•  (excl.	
  Marke8ng,	
  Promo8on	
  &	
  Distribu8on	
  
•  (excl.	
  Applica8on	
  Enhancements	
  and	
  Op8miza8on)	
  

Proprietary	
  &	
  Confiden8al	
  

27	
  
A	
  collabora7ve	
  Overview	
  for	
  all	
  apps,	
  metrics	
  and	
  
	
  
insights	
  
All	
  for	
  less	
  than	
  1%	
  of	
  your	
  ini7al	
  investment	
  
Accelera8ng	
  8me	
  to	
  market	
  
(Adapt	
  Needs)	
  

Tracking	
  the	
  right	
  metrics	
  
(Tracking	
  &	
  Compe77on)	
  

ARM	
  Dashboard	
  

Minimizing	
  Duplica8on	
  
(Collabora7on	
  Across	
  Teams)	
  

Op8mizing	
  your	
  resources	
  
(Collabora7on	
  Across	
  Teams)	
  
Proprietary	
  &	
  Confiden8al	
  

Increasing	
  Adop8on	
  and	
  
discoverability	
  
(Distribu7on	
  &	
  Engagement)	
  
28	
  
How	
  many	
  apps	
  do	
  you	
  have?	
  

	
  
hTp://www.exiconglobal.com/app-­‐directory/)	
  	
  

Proprietary	
  &	
  Confiden8al	
  

29	
  
CO-­‐FOUNDER	
  &	
  CEO	
  
Stefan	
  Rust	
  
stefan@excionglobal.com	
  

WEBSITE	
  
www.exiconglobal.com	
  
	
  
IDEAS	
  TO	
  APP	
  
i2a.exiconglobal.com	
  
	
  

Transforming business by Application
Proprietary	
  &	
  Confiden8al	
  

30	
  

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Egon Zehnder hosted Event on Big Data & Mobile Apps Event

  • 2. Appcessorize  Everything!     Proprietary  &  Confiden8al   2  
  • 3. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Proprietary  &  Confiden8al   3   Images  courtesy  of  Thomas  Crampton,  SCMP,  China  Daily,  Philly.com,  engadget.com  
  • 4. Mobile  is  the  biggest  revolu7on  in  compu7ng   Proprietary  &  Confiden8al   4  
  • 5. So:ware  is  ea7ng  the  world   - 106 - 78 - 38 -1 -7 + 427 + 73 + 4 + 71 +1 -1.5 +2.5 Market  Cap  Change  in  5  Years  in  US$  B     Proprietary  &  Confiden8al   5  
  • 6. So:ware  is  the  New  Rock’n’roll   Proprietary  &  Confiden8al   6  
  • 8. The  APP-­‐ifica7on  of  So:ware   Proprietary  &  Confiden8al   8  
  • 9. APP  =  Music   Proprietary  &  Confiden8al   9  
  • 10. DEVICE  =  Audience   Proprietary  &  Confiden8al   10  
  • 11. DEVELOPER  =  Band   Proprietary  &  Confiden8al   11  
  • 12. API  =  Instrument   Proprietary  &  Confiden8al   12  
  • 13. No  Instrument  =  No  Music   Proprietary  &  Confiden8al   13  
  • 14. No  API’s  =  No  Apps   Proprietary  &  Confiden8al   14  
  • 15. APPs  are  ea7ng  so:ware  are  ea7ng  the  world   APPs Sofware World Courtesy  of  Steven  WillmoT  @  3Scale   Proprietary  &  Confiden8al   15  
  • 16. Explosive  growth  of  Apps   “By  2017  CMOs  will  be   purchasing  more   technology  than  their   CIOs”     Total   $693  billion   2013   2013   $600   $156   $400   $350   $380  billion   $95   $300   $250   $76   $22   2011   $30   $72   $19     billion   $300   IT  Applica7on   Outsourcing   Applica7on   Management   (Source:  McKinsey)   Total   IT  Services  Strategy  &   other  Services   Applica7on  Hos7ng   So:ware  Custom   build   So:ware  Applica7on   Development   $132   $69     $43   billion   $200   $150   $100   $50   $0   $212   5%  dedicated  to  Mobile   Mobile   $0   Proprietary  &  Confiden8al   $235   10%  dedicated  to  Mobile   16   Forrester  &  Exicon  Es3mates  
  • 17. Apps  on  mobile  con7nues  to  be  the  main   source  of  Usage   %  Share  of  monthly  usage  on  mobiles  (US)   100%   90%   80%   70%   60%     es  to  grow nu sage  con7 App  U 87%   73%   App   50%   Web   •  Top  apps  change   significantly  every  90   days.   •  Average  User  has    41   apps   40%   30%   •  Average  Time  accessing   the  internet  through   27%   20%   13%   day   10%   0%   Aug-­‐10   mobile58  mins  per   Feb-­‐11   Sep-­‐11   Apr-­‐12   Oct-­‐12   May-­‐13   Source:  Nielsen   Proprietary  &  Confiden8al   17  
  • 18. Problem:  as  Apps  mul7ply,  so  does  complexity     US$  1  M  Investment  per  app   250" 1  App  across  2  pla_orms  in  6  countries   Number  of  Apps   200" 150" s   corm f  Pla ber  o Num 100" ty   on  Diversi Applica7 50" 0" Hotels   Industrial   Proprietary  &  Confiden8al   Media   Automo8ve   18  
  • 19. Proven  track  record  with  leading  rela7onships   60     content  and  exper8se   With  developers,   Markets 1,500     Between  Development   Connec8ons Houses  and  OEMs,   Enterprises,  Brands  globally   3,000   Development  partners   On  every  con8nents  for  a  beTer   worldwide  integra8on   10,000   Successful  Enterprise  applica8ons   For  benchmarking  and  compe88ve  analysis   1,800   Ac8ve  Live  APIs   For  your  discovery   Proprietary  &  Confiden8al   19  
  • 20. Pain  Points   The  right   developer?   Mul7ple   Partners   Tracking     &     Performance   Distribu7on     &   Engagement   Compe77on?   Collabora7on   across  Teams   &  Partners?   Adapt  needs?   Mul7ple   Apps   Proprietary  &  Confiden8al   20  
  • 21. It  all  starts  with  1  app…..usually  on  iOS   Proprietary  &  Confiden8al   21  
  • 22. Investment  in  app   US$  100K     For  a  unique  app  for  a  specific  pla_orm     •  •  US$  60-­‐80K  for  development     The  rest  is  a  combina8on  of  design,  images,  screenshots,  videos,   content,  descrip8ons,  management  8me  etc   EXCLUDES  marke3ng,  promo3on  and  enhancements.     Proprietary  &  Confiden8al   22  
  • 23. On  another  placorm   +  60-­‐150%   Proprietary  &  Confiden8al   23  
  • 24. Extend  the  success  into  other  markets   +  US$  60K     per  country/language   •  •  US$  30-­‐50K  per  app   With  the  rest  being  for  addi8onal  8me,  images,  contracts   Proprietary  &  Confiden8al   24  
  • 25. Total  Investment  so  far   US$  900K   Proprietary  &  Confiden8al   25  
  • 26. How  about  Maintenance  and  support   10-­‐20%   Proprietary  &  Confiden8al   of  your  app  investment   26  
  • 27. Total  investment  in  PUBLIC  apps     US$  1.1M     •  (excl.  Marke8ng,  Promo8on  &  Distribu8on   •  (excl.  Applica8on  Enhancements  and  Op8miza8on)   Proprietary  &  Confiden8al   27  
  • 28. A  collabora7ve  Overview  for  all  apps,  metrics  and     insights   All  for  less  than  1%  of  your  ini7al  investment   Accelera8ng  8me  to  market   (Adapt  Needs)   Tracking  the  right  metrics   (Tracking  &  Compe77on)   ARM  Dashboard   Minimizing  Duplica8on   (Collabora7on  Across  Teams)   Op8mizing  your  resources   (Collabora7on  Across  Teams)   Proprietary  &  Confiden8al   Increasing  Adop8on  and   discoverability   (Distribu7on  &  Engagement)   28  
  • 29. How  many  apps  do  you  have?     hTp://www.exiconglobal.com/app-­‐directory/)     Proprietary  &  Confiden8al   29  
  • 30. CO-­‐FOUNDER  &  CEO   Stefan  Rust   stefan@excionglobal.com   WEBSITE   www.exiconglobal.com     IDEAS  TO  APP   i2a.exiconglobal.com     Transforming business by Application Proprietary  &  Confiden8al   30