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June 11, 2015 Strategy Analytics, Inc 1
STRATEGY ANALYTICS
• Market Research Firm with 30+ years in the industry
• Offices in Boston, London, Paris, Munich, Tokyo, Seoul & Beijing
• Core Philosophy: Research, Experts and Analytics
• Ranked in the top ten largest global industry analyst firms according to Outsell Research
• Ranked in the top five most influential analyst firms by Apollo Analyst Rankings
• Offers dedicated user experience, automotive and consumer insights practices
June 11, 2015 Strategy Analytics, Inc 2
AppOptix A proprietary platform used to monitor the activities of our Android and iOS panelists. The opt-in panel provides a non-stop stream of user data providing compelling insights and unique segmentation possibilities. • Launched 2014 • Available on: Android and iOS • Currently launched in the US • 2,000+ current panelists • 1M+ data points collected daily
AppTRAX • Web scraped database which has collected data on
the most popular iOS, Android, Windows Phone, BlackBerry and Amazon apps
• Launched in 2010 • Millions of data points collected and harmonized
monthly • 150+ countries for iOS, 10 for Google Play
Copyright © 2015. Strategy Analytics, Inc. 3
SPEAKER – JOSH MARTIN
Chief Researcher
Application Strategies Group
Strategy Analytics
@TheRogueAnalyst
Background
Industry Analyst with 10+ years of experience
History of helping companies navigate emerging markets
Launched the application research service at Strategy Analytics in 2010
Consolidated application research at Strategy Analytics in 2015
Copyright © 2015. Strategy Analytics, Inc. 4
WHY TRAVEL APPS MATTER
The app market is HUGE
Create customer loyalty
Competitive differentiator
New revenue opportunity
Reduce over the top threats
Cost reduction
CHOOSE YOUR OWN FUTURE 22
YOU’RE THE STAR OF THE STORY! CHOOSE FROM 5 POSSIBLE ENDINGS!
A-Z ON APPS
100 Billion apps downloaded in 2015 from App Store & Google Play
Image source: ROUNDED UP app
Source: Application Strategies, Strategy Analytics
If sold in boxes they would be
taller than
50 Empire State
Buildings
Image source: washingtontimes.com
Source: Application Strategies, Strategy
Analytics
49 Updates By JetBlue, American, Delta, United & Southwest in last year
Image source: thegrizzness.com
Source: Application Strategies, Strategy Analytics
BEWARE AND WARNING!
This market is not as it seems.
You and Your Company are in charge of its success as you encounter the following danger(s):
• Disinterested Users
• Fragmented Markets
• Missing Millennials
• Consolidated Leaders
• Pesky Competitors
There are dangers, choices, adventures and consequences. You must use all of your talents, marketing and data to succeed. But don’t worry, the wrong decision(s) may only result in disaster and ruin!
3%
iOS
.6%
Android
.7% Sessions
Image source: fitnessrevolution.com
Source: Application Strategies for Travel,
Strategy Analytics
77%
.6%
.14%
Source: Strategy Analytics, AppOptix
Image source: Google
50% Android owners using an OS 3+ years old
Image source: phonearena.com
Source: Google
5%+ Millenials under-index* in usage of Airline & Hotel Apps
Image source: NBC News
Source: Application Strategies for Travel, Strategy Analytics
< $50K Only over-index for OTA usage but under-index for Hotels & OTAs
Image source: skymed.com
Source: Application Strategies for Travel, Strategy Analytics
Friend or Foe?
You look out into a crowded marketplace. There is no end in sight to the competition. In the distance you see a popular caravan. You are faced with a choice. Do you seek to forge ahead alone or work with the group? Some potential partners include:
• TripAdvisor – the most well penetrated travel app
• Expedia – overindexes on usage relative to Priceline
• OpenTable – strong correlation between app owners and travelers
14%
Source: Application Strategies for Travel, Strategy Analytics
3X Hotel App
4.5x OTA App
5x Airline App
Image source: pixshark.com Source: Application Strategies for Travel,
Strategy Analytics
48% Relative Installed
Base
60% Sessions
Source: Application Strategies for Travel,
Strategy Analytics
Image source: theboardr.com
Source: Application Strategies for Travel,
Strategy Analytics
The Big Payoff
You have made wise decisions but this is a time for continued vigilance. You must convince people to use your app, become better customer or generate revenue through other means. How do you plan to proceed?
• Generate cost savings?
• Create new revenue streams?
• Get stickier customers?
Image source: WikiCommons
Source: Application Strategies for Travel,
Strategy Analytics
400% Increase in Chrome as a % of relative sessions
Image source: thedesignair.net
Source: Application Strategies for Travel,
Strategy Analytics
67% Of airline app sessions take place within 1-week of going to the airport
Image source: aubutfamily.com
Source: Application Strategies for Travel, Strategy Analytics
The Future
The future is upon you. Technology is evolving at an ever quickening pace but it is difficult to keep up. Companies want you to support glass-based computers! Smart Watches! DNA based nano-bots! Spread yourself too thin and everything suffers. Fail to support the winners and see your competition lap you.
• Support Glass?
• Support Apple Watch?
• Occulus Rift?
90% Airlines
60% OTAs
30% Hotels
Support for Apple Watch Varies Source: Application Strategies for Travel, Strategy Analytics
App Name Distinct Installed User Devices Session Count Impact
Google Maps 95% 65% High
Waze 8.6% 6.8% High
SPG – Starwood .6% 3% High
mPlaces 4.6% 6.7% Moderate
GasBuddy 13.2% 4.5% Moderate
Uber 10.1% 3.8% Moderate
Yelp 9% 3.7% Moderate
Lyft 4.1% 1% Moderate
Fly Delta 1.5% .9% Minimal Source: Application Strategies for Travel, Strategy Analytics
Copyright © 2015. Strategy Analytics, Inc. 27
APPLE WATCH SUPPORT IS STRONG
Source: Application Strategies for Travel, Strategy Analytics
Forget the TV?
Image source: Roku
Copyright © 2015. Strategy Analytics, Inc. 29
CONCLUSIONS
• Finding users is difficult but not impossible
• Your app strategy must be well defined and tie in to corporate objectives
• You should create KPIs to measure app success
• Apps should not be seen as a cost center – they can drive direct & indirect revenue
• Finding the right partners is critical to success
Josh Martin
Chief Researcher, Application Strategies Group
Strategy Analytics
1.617.614.0770
@TheRogueAnalyst
www.strategyanalytics.com
