Tag Archives: Ipod touch

iPhone OS 4 Event Review : Stats, Features and iAds

Apple, who are notorious for their big media events, made their official announcement of the iPhone/iPod Touch OS 4.0 features today. There are loads of new features to go through, but I will do my best highlighting the most important ones here.

Firstly some statistics:

  • 300,000 iPad sold on first day of sales. 450,000 iPads sold as of today.
  • iBooks: Users downloaded 250,000 iBooks in the first 24 hours. Users have now downloaded over 600,000.
  • 1 million iPad apps downloaded in the first 24 hours. As of today they’ve downloaded over 3.5 million
  • Users have downloaded over 4 billion apps through iTunes
  • 185,000 apps in the App Store now
  • Over 3,500 iPad apps in the App Store
  • iPhone has 64% mobile browser usage. Everything else combined is just half the iPhone.
  • Over 50 million iPhones have been sold.
  • If you add iPod touches, over 85 million iPhones and iPod touches

Now for OS 4.0

  • Developers can now access calendar, photo library, still and video camera data, quick look, SMS inside their apps.
    • This is great news as event modules can now add events into your actual calendar.
    • Articles can now be shared via SMS within the application without needing to leave the app
  • Automated testing tool that Apple uses internally to decided whether an app will be accepted or rejected is now publicly available.
    • This means that the app approval process is much more open and it will speed up the overall approval process
  • A few new features: Create playlists, 5x digital zoom in camera, Bluetooth keyboards, spell check, gift apps, Tap to focus video, Places in Photos, Home screen wallpaper, file & delete mail search results, web search from sugestions,Larger fonts for Mail, SMS & Alerts, Rotate photos, Sync IMAP notes, iPod out, Wake on wireless, Folders.
  • Multitasking is here! Jobs likens it to cut, copy and paste. “Not the first, but the best.”
  • Apps keep track of where you were and can start right back up again.
  • iBookstore on iPhone as per our predictions in this blog post
  • Better data protection. Encrypt all your e-mail, including attachments with PIN codes.
  • Mobile device management. Letting IT managers to deploy iPhones and manage them remotely.
  • Wireless app distribution. Companies can push out custom apps over the air instead of relying on an iTunes sync.
    • This is great for corporate apps as they no longer have to be distributed through iTunes

There is much more, but this is all they had time to highlight

iAds

iAd’s is Apple’s new advertising network. They will be managing all the inventory and from the sounds of it they will be taking 40%. All ad units are built in HTML5 and get served up in the application without having to go to an external site. Spreed is doing something very similar, but NO development skills are necessary.

  • Jobs says Apple wants to help developers make money off their creations, but says that “most of this mobile advertising really sucks, and we thought we might be able to make some contributions.”
  • Jobs says ads are easy on the desktop b/c of search. But people are spending all their time within apps. “This is where the opportunity to deliver advertising is,”

  • Jobs: Average user is spending 30 minutes a day using apps. That’s 10 ads per device each day.
  • We want to get 1 billion ad impressions per day by the end of the year.
  • Jobs: deliver “interaction” and “emotion”Something that’s in the middle of where Web ads are, and ads on your TV.

  • Jobs said it was annoying for people to click on an in-app ad b/c it would take them out of whatever they were doing.
  • Devs can add iAd in their apps for a 60% split of the revenues. All the sales and inventory are handled by Apple.
  • Ads have access to much of the same APIs as apps, like location and some level of accelerometer access
  • Jobs demoed a Toy Story and Nike ad
    • All the animations are interactive, and crazy smooth.
    • It’s not so much about the content of the app, but the interactivity
    • He’s flipping through the app: it’s offering up the history of nike ads, allowing you to flip through the years to see all the shoes throughout history
    • He pulls up the app with the Nike ad. It puls up an Air Jordan 2010 clip

So the run down on iAd’s is that it is great for developers in that it will be very easy to monetize apps. However, this is not a great solution for publishers and media companies. Apple will be taking 40% of all ad revenue and they are administering the inventory (you cannot retain your ad sales teams). In addition I am skeptical as to how deep their ability to target advertising will be. They have one piece of the puzzle and that is strong creative advertising, but they do not address targeting. Because they do not parse, control or index the content and because they do not understand user behavior, it will be hard to do deep targeting which is one of the main promises of mobile advertising.

Julie Ask of Forrester Research backs up my point about iAds not being for big publishers in her blog post on OS 4.0 with these two points

  1. We didn’t hear a lot about targeting – making use of past purchase behavior, day-to-day use of applications, etc. We did hear about location. Knowing that I have downloaded and am using the latest Audi application or browsing automotive sites on my iPhone might indicated that I am in the market for a car – that would be valuable information to automotive OEM’s. Knowing that I buy alternative rock music or that I read mysteries adds other dimensions. Location – given the structure of how they sell ads – this will more likely be purchased by large, national companies with stores throughout the country. Location (from the consumer’s perspective) will be more interesting when it helps me find local mom and pop stores that better match my interests.
  2. We didn’t hear much on analytics for the advertisers. This will be interesting to watch as the more effective Apple can be in demonstrating ROI – bought movie tickets, purchased a Nike shirt, bought the movie Toy Story – the more advertisers will spend. They’ll spend on branding now, but I think they’ll spend more if they can drive sales.

What is good though is that it will super charge the agencies to begin selling ads as they can utilize their existing skills sets to build strong creatives. Jobs just did to the mobile ad industry what he did to the mobile industry in general 2 years ago.

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Mobile Newspaper Apps Deliver Young Readers

“A new survey by the Pew Research Center released Monday found more than a quarter of all American adults read news on their mobile.” –Pew research

This headline from the March 3rd edition of MobileMarketing Daily caught our attention.  The headline is taken from the recently release Understanding The Participatory Newspaper Consumer which is a deep analysis of the publishing ecosystem.  From our perspective as a mobile publishing company the most encouraging news for publishers is the degree to which younger readers – the readers newspaper publisher need to bring into their franchise – are using their mobile devices to access news and information where and when they want.   This table taken from the study confirms  that younger adults are much more likely to access news and information on their mobile than older adults – 43% adults under 50 expect to find  at least some of news and information that they need on their mobiles.



We are not surprised by the importance of mobile as a trusted source of news and information for younger adults.  The iPhone apps we have built for our publishing clients continue to drive double digit growth in new subscribers and page views.  As important, app publishers are experiencing month over month growth in average number of articles read.  This tells us that  iPhone app subscribers  have quickly adapted newspapers to fit their reading habits – they no longer need to be in front of the paper or online editions to access the news they want when they want it  We expect to continued growth in on demand newspaper as more and more adults move to app enabled phones.

We remind our publishing clients that Apple app editions deliver a young readership – almost half of whom are under the age of 34 according to AdMob research.– and  that these apps are the pipeline to their future franchise.

When most of us think of Apple app editions, we usually think of the iPhone as the most likely delivery device.    But as Flurry research shows, the iTouch now delivers 41% of all Apple app user  sessions

AdMob data above  clearly demonstrates that the iTouch user profile is very different from the iPhone user profile – three quarters of iTouch users are below the age of 18 vv 15% of iPhone users.  We believe that the iTouch cohort is of vital importance to publishers for two reasons.

1)      Because they can and do access the App Store just as easily as iPhone users, they are a captive audience for news and information relevant to them

2)      They are now locked in to satisfying their information and entertainment needs with proprietary Apple hardware and software.  As they mature, the migration to the iPhone and iPad will be a natural and seamless progression for them.

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December Admob Metrics

Admob, which was recently acquired by Google is always a great place to get useful stats on the mobile landscape. Marketers looking to understand the viability of a new smartphone platform in terms of potential ad revenue should always keep the Admob numbers in mind. I do have my questions about the validity of the Admob numbers. Nearly all of the ads it serves to smartphones are centered around Android and especially the iPhone. Therefore  it doesn’t give the greatest all-around snapshot of the mobile landscape.  Still, it provides insight into the long-term given the fact that smartphones such as Android and the iPhone represent the future of mobile devices and especially the future of the mobile Web and how to monetize it.

This months stats pointed out two very interesting items. Firstly, they noted that iPod touch numbers doubled after Christmas morning. This is to be expected (it also happened last year), but what are the implications? Publishers should understand that when building an application they must keep in mind the regularly offline iPod touch users. Spreed takes this into consideration when developing apps with our offline reading mode feature. All content is downloaded into the device when it has connectivity and reports usage back to the server when it reaches its next connection point. This means that iPod touch users (an increasingly growing market) can still use the app, download the content when in their Wi-fi network and read it on the go.

The second notable stat from this months report is that the iPhone accounted for 54% of all smartphone requests. Although it is important to take into consideration a multiple platform advertising strategy, it is clear that the iPhone is currently the best platform for displaying and seeing a return on your investment.

December 2009 Mobile Metrics Report

Today we released the December edition of our Mobile Metrics report, our monthly look at the data flowing through our network.  This month we look at several key metrics including manufacturer share, operating system share, top devices, and top smartphones for each region in our network.  At a glance, the data shows large regional differences in the devices that are accessing the mobile web.

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