Get ready for the Invasion of the Mobile Apps

Thursday, December 31, 2009

A groundbreaking study entitled “State of the Industry Survey: Apps” on the current strategies and future plans of more than 600 major advertisers, agencies, publishers and app developers shows social app spending is set to flatten while mobile app investment soars. Released in Los Angeles at the December 10, 2009 Digiday:APPS Conference and conflab, this study was conducted by DM2PRO (a digital media and marketing group) and Quattro Wireless (a mobile advertising company). This survey reveals a wealth of interesting trends about to unfold.

Here is a good summary of findings:

Who knew the Facebook game and survey apps would be so popular? Engagement leads as the top reason why either social or mobile apps are selected, followed by sharing potential in the case of social apps and tied with audience targeting for mobile. Both rank high in branding potential, but persistence, creative control and reach may tip the balance. Unprecedented iPhone and other smartphone sales have apparently caught their attention as well.

Not surprisingly this survey shows data that indicates this market is maturing and we will soon be living in a world of mobile apps, especially iPhone mobile apps.

Clearly the iPhone Apps store is going to continue to be the place for developers/advertisers and publishers to seed their apps. Interestingly more developers are Android fans and yet the following tidbit of info reveals overall suspicions that Android will not be able to catch iPhone’s big head start.

Publishers who have sat on the fence until now are waiting for their return on their investment to be better quantified (40%) and say money is tight (37%). Increase in mobile apps use by their target audience, more standardization among platforms, better tools to build apps and better distribution all lead the list of reasons impeding their mobile development. However, for this group of nearly half of the 100 participating publishers, 65% say they intend to create an app in 2010. Of these, 91% will develop for the iPhone, 39% for Android and 33% for RIM. This represents alot of business for both Quattro Wireless and DM2Pro who are salivating at all the potential app marketing there is to be done in 2010.

The potential introduction of the iSlate will only drive this app-etite feeding into a frenzy. Full size and full colour mobile app platforms will surely entice more and more publishers, developers and advertisers to jump into the app pond. If their return on investment is not quantified and proven profitable, the mobile app experiment may not flourish. Apparently the keys to success are “turning impressions into revenue (and/or) building a brand through engagement”. Watch out for weird and wonderful ways for you and your money and attention to be grabbed by these companies as they try to monetize and outflank each other during the Invasion of the Mobile Apps, coming soon to an iPhone near you!

This is an Mobile App Trend Article by The Apps Machine