There´s an App for everyone!

Magnus Jern, CEO of Golden Gekko speaks at Ad:tech, London

Most major brands are already aware of the importance of mobile marketing and included mobile campaigns in their marketing plans. But as always, important is not only what you do but how you do it.

Magnus Jern, CEO of Golden Gekko will talk about challenges and opportunities of mobile applications at the Ad:tech in London. After 10 years of experience in mobile content he knows how to harness advantages and disadvantages of different platforms and development models. He will discuss how to choose them according to target group and objectives and what to consider in order to launch a successful mobile campaign.

The free seminars will take place on the show floor. “Mobile Marketing and Apps” is one of seven streams within the seminars and will feature Golden Gekko on Wednesday 22. Sept. at 12.30h.

http://bit.ly/9sSm8j

Throughout the entire conference Golden Gekko will inform about insights and achievements in the MMA Pavilion at stand nr. 8.

Let Jimmy Nordbeck, Marketing Director and Magnus Jern, CEO tell you, why everyone should have an app and how any business of any size can make the most out of mobile marketing. To make an appointment fill out the form from the link below or just pop around.

http://bit.ly/c0mshi

Golden Gekko at EADP Congress in Venice

15.-17. September the world’s largest players of the lead generation business are gathering for the yearly EADP Congress, featuring most of the most influential people in the directory business.

Golden Gekko's Ric Ferraro, VP Sales & Business Development and Jimmy Nordbeck, Marketing Director will be promoting MODISO, a new plug-and-play yet customisable mobile directory solution born out of Golden Gekko´s partnership with European Directories.

It is already successfully running in 8 countries and has now evolved into a proven tool for rapidly reaching success in the mobile space, generating substantial revenue increase every month.

For more information email modiso@goldengekko.com

How much does it cost to develop a mobile app on iPhone, Android and other platforms?

The most frequently asked question we hear about mobile app development is: "How much does it cost to develop a mobile app?"

The easiest way to answer will be with a counterquestion such as "How much does it cost to develop a website?" But this clearly is not very helpful. Although it is a difficult question to respond to we will make an attempt to give our clients and partners the answer they are entitled to.

The budgets quoted here are based on the costs of outsourced development. Our experience and feedback from clients is that this is almost always cheaper than in-house development when taking into account total costs of internal resources including specification, wireframes, design, planning, development, several delivery iterations and quality assurance.

1. Developing an app for iPhone only

iPhone is the easiest platform to develop for to start with. The UI is well defined, the development tools are great for creating apps with basic content and web feeds and the more advanced functionalities are well documented. More advanced iPhone apps with back-end integration, non-standard animations and apps with a lot of media handling require completely different development skills and therefore developers with many years of programming experience.

Budget for:

• Simple apps: 10-20.000 euro
• Average cost of branded apps: 30.000 euro
• Advanced apps 60.000+ euro

The costs of iPad apps are currently slightly higher as they require even more finishing work on the UI.

2. Developing an app for Android only

Developing good looking Android apps is considerably more difficult than iPhone apps. The main reason is that the SDK provides less default UI components which means that you can basically make the apps look however you want (more about this in a separate blog). In addition to this, Android is more designed for developers with several years of experience in programming Java, whereas iPhone requires very little to start with. For more advanced apps and games the complexity is the same or you might actually consider Android to be purer. Furthermore there are differences in the development language. Android has more fragmentation as there are currently 10 handset manufacturers with over 80 devices that use Android in comparison to only one for iPhone. There are also 4 different screen resolutions (starting at 240x320), more input mechanisms (e.g. Qwerty keyboards) and multiple OS versions that need to be supported. Therefore the QA period is usually about 1-2 weeks longer for Android and more resource intensive.

Budget for:

• Simple apps: 15-25.000 euro
• Average cost of branded apps: 40.000 euro
• Advanced apps 60.000+ euro

3. Developing for Blackberry only

The complexity and cost of developing for Blackberry are similar to Android. Some of the challenges to face are the many OS versions currently running, the range of screen resolutions and the requirement to cover both touch screen and Qwerty keyboards.

Budget for:

• Simple apps: 15-25.000 euro
• Average cost of branded apps: 40.000 euro
• Advanced apps 60.000+ euro

4. Cross platform development for iPhone and Android

With normal coding standards there is very little synergy between Android and iPhone development and few developers that can develop for both in a proficient manner. This means that most of the time the costs are the same for the second platform as for the first platform, excluding functional specification. Even the user flows and designs are different since Android uses the menu key and back button differently and supports multitasking on all devices.

There are various different ways to reduce the cost of cross platform development (see our blog next week on this subject). During the last couple of years Golden Gekko has taken on this challenge and tried all methods. We have finally developed our own framework for more efficient development of native apps for each platform. This currently reduces the average cost by more than 30% for the second platform but the goal is to fall below 50% in the long term and at the same time vastly reduce ongoing maintenance costs. In some cases we were already able to do so by compromising on user experience and functionality.

Budget for:

• Simple apps: 20-37.000 euro
• Average apps: 58.000 euro
• Advanced apps: 100.000+ euro

5. Other platforms

• WebOS (Palm) and other Web Runtime platforms (JIL, Opera, OVI, etc) – Budgets are similar to iPhone development to cover one platform and comparable to Android to launch web based apps on multiple platforms

• Windows Mobile – Budgets are similar to iPhone to support one OS version (e.g. 6.5) as Microsoft provides great development tools and closer to Android for multiple OS versions

• Symbian – The 2nd most complex platform for development due to lack of skilled developers, slightly out of date SDK and complexity of e.g. memory management . This means that the budgets are currently 30% higher than e.g. Android

• Java ME – Budgets are similar to Android with the platforms used by Golden Gekko but with higher QA cost depending on the number of target devices for each market

• Meego/Qt – Too early to tell but we believe budgets will be similar to Android

• Samsung Bada – The most complex platform to develop for due to lack of maturity of the SDK. We currently recommend using Java ME on Samsung Bada phones

Update version:

For an updated version of this blog please visit:
http://goldengekko.blogspot.com/2011/04/update-what-is-cost-of-developing.html

What's going on in the world of mobile apps and devices?

What's going on in the world of mobile apps and devices?
The mobile echo system keeps on evolving faster than ever and it's often difficult to see the macro trends with all the day to day announcements and comments about winners and losers. One of the most exciting things is that nothing is certain.

Here's a short summary of the trends that we are seeing and longer term impact:

Handset Operating Systems and Development Platforms

• iPhone - Continues to evolve with OS4 being a great leap forward and with the best UI and SDK for developers but overall market share is stablising at about 13.5% of smartphones globally and with only one new device release per year growth is likely to be tempered going forward
• Android - Outsold iPhone in Q2 and increased their market share by 886% since last year with more handset manufacturers continuing to launch devices and competing against each other with vastly improved hardware including QWERTY keyboards, better cameras as well as very competitive prices and is expected by most to be the nr 1 smartphone OS in 2011
• RIM continues to hold on to a big share of the smartphone market with 18% based on a wide range of communication and utility focused devices for business users as well as the youth market with an amazing usage adaption among teenagers in the UK thanks to Blackberry Messenger but market share is expected to decline unless Blackberry 6 delivers improved app support and user interface 
• Nokia has gone from the undisputed leader to an underdog despite still being the global leader in overall market share (36% in Q2) and smartphones (43% in Q2) due to lack of great new devices and unclear strategy of Symbian and MeeGo but we would definitely not rule them out as they still have deep pockets and a very loyal base in emerging markets and a partnership with Intel with even deeper pockets and long term bets riding on the success of MeeGo
• Palm WebOS went from being a dead horse to a joker when HP acquired Palm earlier this year thanks to having developed the 2nd best OS to iPhone in terms of user experience and based on open standards and as the largest PC manufacturer worldwide HP won't give up in the first place
• Microsoft Mobile has constantly failed to deliver a really appealing user experience since they first launched the SPV in 2002 and although they undoubtedly provide the best PC - Mobile integration it hasn't been enough but with Windows Mobile 7, the biggest development community in the world and a track record of not giving up they might still have a chance to find a market and slowly grow over the next couple of years from 5% of the smartphone market in Q2
• Samsung Bada Wave is another unexpected player in the smartphone OS space as they also deliver devices with Android and Windows Mobile but Bada has outperformed most people’s expectations in terms of user experience although it essentially is a Android copycat based on Linux and Java and won’t have much chance in the high-end smartphone segment
• Webruntime Widgets are not really a OS or a platform but with the popularity of webkit based mobile browsers and the push for standardisation among carriers the widget standard (also referred to as JIL by Vodafone, webruntime by Nokia and WebOS by Palm) it's becoming an important platform and might actually have a good chance of establishing a standard for apps that don't require the latest and greatest from each of the individual platforms.
• Java ME continues to be the leading platform in terms of installed base and handset sales supported by Symbian, Samsung Bada, Windows Mobile, Blackberry and most proprietary OS from Nokia (e.g. S40), Sony-Ericsson, LG and Samsung with well over 2 billion devices worldwide and over 0.4 billion downloads per month with majority of Java downloads now in emerging markets such as India, Indonesia, Brazil and China
   

The full Q2 smartphone market share report is available here:
http://www.bbc.co.uk/news/technology-10839034

Handset manufacturersRather than speculating over their futures we think that it's simply interesting to look at their worldwide market share of sales today and which operating systems they are betting on.
1. Nokia (36.1%) - S40 for low-end, Symbian S60 in transition and MeeGo as the future strategy
2. Samsung (20.7%) – Mix of proprietary OS for low-end and Android, Windows Mobile and Bada on mid to high-end
3. LG (10.0%) – Transitioning from proprietary OS to Android as their main platform for consumers and windows mobile for business with more than 10 devices planned to launch in the next 3-6 months
4. RIM (3.6%) – Full focus on Blackberry OS
5. Sony-Ericsson (3.6%) – Selling devices based on Proprietary OS, Windows Mobile, Symbian and Android but betting on Symbian as main device going forward
6. Apple (2.8%?) – iPhone OS
7. Motorola (2.8%) – Returning from the dead with Android as their core platform and extremely strong performance in the US during the last 2 quarters thanks to Droid
8. HTC (2.5%?) – Fully focused on Android and Windows Mobile and by many considered the leading Android manufacturer

And don’t forget about Huawei and ZTE from China and of course HP/Palm.

More stats available from:http://mobile.downloadatoz.com/article,global-mobile-phone-market-statistics-in-q2-2010.html

In conclusionsThe media and financial community seems to believe that there can only be two or maybe three winners in the smartphone space like in the PC world with Microsoft Windows, Mac OSX and various Linux versions. What if it’s possible with more? Maybe the market is so big, the technology development so fast and customer preferences so different that there is room for more than three? Google Android definitely looks like the favorite of the day but we don’t think the battle is close to being over. Like we said in a previous update. “In mobile fragmentation is forever. Deal with it.”

Blackberry 6 - Good enough or Not?

The media has not been kind to RIM in reviews about Blackberry OS6 so far. See e.g. Mobilecrunch and Moconews. So is Blackberry OS6 good enough or not for RIM to compete with Android, iPhone, WebOS, Windows Mobile 7 and other smartphone OS?

Blackberry has taken the UK teens market by storm thanks to Blackberry Messenger, the QWERTY keyboard and a great camera. Is it possible that not everyone wants a touch screen phone with a big screen? Having had the opportunity to use the iPhone 3GS, Google Nexus One and various other Android phones for a fairly long period of time I must say that the Blackberry Bold (9700) is the only phone I want to use every day for calling, texting, e-mailing and social networks. The touch screen phones are great for games and rich media but not necessarily for the basic communication and organisation features. Almost everyone with both a Blackberry and iPhone or Android phone will admit this.

Having said this Golden Gekko relies on iPhone, Android and other great multimedia OS for mobile app development revenues and have no intentions of defending RIM for providing a poor SDK for apps. With OS6 we hope that RIM will catch up in terms of providing a similar app experience to iPhone and Android and we think that this is actually good enough. What do you think?

The opportunity of iAds

What do we think?

When iAds was launched earlier this year the Financial Times called me and asked what we thought about the announcement and it's impact on the industry. I said I was excited about the richness and simplicity and that I was convinced it would give the mobile advertising industry exactly what it needs in terms of strong backing (Apple) and setting a new industry benchmark.

Since then Apple has officially launched the product and sold inventory for about 40m USD so what do I think now? When should you use iAds?

iAds are fantastic in terms of attracting customers to engage with rich media. If you want guaranteed eye balls and engagement then iAds can be a great start. Especially now that media is excited about iAds and will write about it therefore generate positive PR.

Does iAds replace mobile apps?

In my opionion iAds replace mobile microsites and not apps. The advantage of apps compared to iAds are...

1. Apps are available offline and iAds are not
2. Apps can give you very low cost engagement per customer if you have a strong brand and/or concept, e.g. an app that costs 40k USD to develop and generates 100k downloads cost 0.4 USD per engagement vs 1 USD per click for iAds at the moment which would cost you 100k USD for the same engagement

How do you reach customers on other platforms such as Android and Blackberry?

Our expectation is that other mobile advertising platform providers such as Google and Microsoft will quickly follow with similar formats based on HTML5 and that mobile web and iAds will merge over time as the user experience will be almost exactly the same.

Posted by Magnus Jern CEO of Golden Gekko

Golden Gekko continues to expand in Cambodia

Golden Gekko has been growing very rapidly over the last couple of years and we are currently expanding our operations in Cambodia, Spain, Sweden and UK with new markets soon to be announced. The Phnom Penh Post recently wrote about our recruitment workshops in Cambodia which is an excellent example of how we grow by mixing top international talent from all over the world with highly skilled local people in Cambodia to deliver amazing value to our customers and partners in Europe and North America. We will talk more about this in our blog over the next couple of weeks.

Read full article in the Phnom Penh Post

Golden Gekko quoted about iAd in NMA

In the latest issue of New Media Age Apple claims its iAd network is the best way to serve ads to the mobile app generation. Golden Gekko's CEO Magnus Jern was asked how he looks upon the hottest topic in digital advertising right now. Sean HArgrave writes "While many questions have been raised about the iAd platform, Magnus Jern, co-founder of app developer Golden Gekko, believes it represents an exciting opportunity. The company develops scores of iPhone apps every year, including for Universal Pictures and Yellow Pages, in many European countries outside the UK.

“For a developer it’s exciting to be able to add iAds to an app from within the developer kit and have good-looking, creative ads appear which don’t take the audience off to another page,” he says. “One downside is that it represents another format for brands and agencies to have to work with, but the positives of opening up in-app advertising outweigh this. We’ll certainly be using iAd.”

Read the full article... (you'll need an NMA subsribtion to be able to access the article)

What is the cost of developing a mobile app?

The most common questions we get are
1. What phones should I develop and launch my App for (iPhone, Android, Blackberry, Java, Mobile Web generally, etc)?
2. How much will it cost to develop an app?

Since Golden Gekko might not be seen as an objective source for the answer to these questions we will point you to the Silicon.com has a great article which answers the following questions. How do I convince my CFO to invest in a mobile app? How much does building a mobile app cost? How can you make an app successful? What are the mistakes to avoid?

Read more on http://www.silicon.com/technology/mobile/2010/02/11/want-to-build-a-mobile-app-heres-how-to-convince-the-cfo-39745366/

More coverage of Tino Mobile App Builder in the media

Mobile Entertainment has an article about how you can develop mobile apps for as little as 100 USD with Tino Mobile on
http://www.mobile-ent.biz/news/36766/Monetising-Mobile-Make-an-app-in-an-hour-for-100


CITV has a great interview with Head of Products Caroline van den Bergh. now been published available online at http://c-i.tv/

Golden Gekko appears as part of this 20 minute documentary on monetizing the mobile space. Caroline is on camera from about 7:30 and then cut back and forward between comments until about 11mins.

Recipe for success with mobile apps

I'd like to take the opportunity to update you on what's being going on in the mobile space during the past 6 months and some exciting opportunities going forward. I've tried to pick out the areas that are most relevant for you from our massive knowledge base consisting of over 150 mobile apps and services launched in the past 6 months.

1. Why brands should launch branded mobile apps?
2. In mobile fragmentation is forever. Deal with it.
3. How to choose mobile platforms (iPhone, Android, Blackberry, etc)?
4. Why is mobile web not enough?
5. Producing your own apps using Tino Mobile


1. Why brands should launch branded mobile apps?

Over the past year there has been an enormous hype around iPhone applications in particular and mobile applications in general. After 10 years of uphill struggle, mobile marketing and services finally took off with a big bang. Companies ranging from global consumer brands such as Coca Cola, Mercedes, Kraftfood, Nike, Zara and Pizza Hut to small and medium size organisations including festivals, restaurants, local touristboards, hotels and publishers.

An overwhelming 64.8% of marketers and publishers reported planning to invest in mobile apps this year, according to a December 2009 survey conducted by DM2PRO and Quattro Wireless. The most successful from a reach perspective are no doubt those with a great entertainment value (e.g. iPint, Barclays Waterslide, Volkswagen Polo Challenge and Malibu Bowling) while the ones delivering the greatest ROI are applications that provide a relevant
service to customers (North Face Snow Report, Yellow Pages, Timeout sponsored by Smirnoff, Absolut Vodka cocktail guide, etc). 25.000 people using a branded application every week potentially generates a lot more value than half a million people downloading a game which they play ones.

Rory Sutherland, Executive Creative Director at OgilvyOne probably describes it in the best way when talking about "mobile" advertising: "Never dismiss branded utility. It's a lot easier to be repeatedly useful than repeatedly funny."


2. In mobile fragmentation is forever. Deal with it.

A couple of weeks ago TechCrunch had a great article about mobile fragmentation by Richard Wong at Accel Partners. The article (http://techcrunch.com/2010/03/04/mobile-fragmentation-forever/) highlights the fact that there is no long or short term solution to fragmentation and nor is there a simple answer to which platforms companies should invest in. As one of the pioneers in cross-platform development Golden Gekko has invested heavily in R&D and education of customers and partners. We have managed to make it easier and more cost efficient to develop and maintain cross-platform apps but there is still no simple solution. Multiplatform development platforms work for simpler apps but in reality there is no out-of-the-box solution if you want to deliver the best experience for each platform.
Our recommendation is

1. Plan for cross-platform support from day one unless you are absolutely certain that you only want to launch on one platform - fixing it later is very expensive
2. Ensure that your development partner has the experience to develop for multiple platforms and that if an porting tool or multi-platform tool is recommended that you understand the limitations agree on processes and scope for design, testing, acceptance, appstore uploads and other distribution early on for each platform as this will save you a lot of time and effort throughout the project

3. How to choose mobile platforms (iPhone, Android, Blackberry, Java, Widgets, etc)?

The number of mobile OS platforms and development SDKs keep on increasing with new platforms including Samsung Bada, MeeGo, 5+ different widget platforms, Palm Webapps, Windows Mobile 7, etc. Which platforms should I chose?
We think there are 4 key considerations:

1. What is your objective? PR or Mass market reach?
2. Who is your target audience? Markets? Niche segments?
3. Where will you get the most attention for the least money? Many operators and handset manufacturers offer very attractive distribution deals.
4. How much are you willing to spend?

Our platform recommendations vary from case to case but our general advice is:

• PR, communication and experience - iPhone apps
• Innovation & controversial - Android is the first choice as there are few restrictions in terms of APIs and approval
• Youth market - J2ME for non-connected apps
• Mass market reach - Launch on as many platforms as you can afford starting with iPhone and Android
• Business users - Blackberry and J2ME

Android or Java are our preferred base platforms for cross-platform development as there are clear development synergies between J2ME, Blackberry, Android and e.g. widgets whereas iPhone development has limited synergies with anything else. One of the main limitations with J2ME today is that most users won't connect to the network due to issues with settings, data costs, security prompts, etc but the number of downloads for a like for like iPhone and J2ME app is still 5x to the advantage of the J2ME app.

Finally the other key considerations is distribution and media spend. Many of the handset manufacturers and operators are desperate to get new innovative apps on their appstores and will therefore give you all kinds of free promotions and traffic. A free promotion by e.g. Nokia OVI could easily be worth 50-100k Euro in media budget and will give you a lot more reach and downloads than an iPhone app would without putting the same kind of media budget behind it. We are currently getting similar offers from Vodafone, O2, Samsung, RIM/Blackberry and various other partners so it's always worthwhile discussing these opportunities.


4. Why is mobile web not enough? Consumers are disappointed with mobile web experience.

A recent survey of 1001 mobile Web users found that users have high expectations for mobile Web performance. Ultimately, the majority stated they expect Web sites to load as quickly, almost as quickly, or faster on their mobile phone, compared to their home or work computer.

The survey "Why the Mobile Web is Disappointing End-Users" also revealed how unsatisfactory mobile Web experiences can negatively shape a consumer's opinion of an organization. In the survey:

• 60 % of respondents have encountered problems when accessing websites on their mobile phones in the last 12 months
• More than half are unlikely to return to a Web site that they had trouble accessing from their phone, and 40 percent said they'd likely visit a competitor's mobile Web site instead.

What do we think?

The mobile web is great for text based services like news, search, directory, etc but as soon as you want an interactive experience with maps, embedded video & sounds, location, animations or anything more advanced then apps are currently the best solution.

For more information about the survey see a summary here http://www.slideshare.net/Gomez_Inc/gomez-mobile-web-experience-survey-why-the-mobile-web-is-disappointing-end-users


5. Producing your own mobile apps using Tino

Finally we want to give you an update on our self-service tool for mobile apps Tino Mobile. Tino allows you to produce your own mobile apps with more standardized features. This does not replace bespoke development of innovative new apps but allows all kinds of great apps to be produced.

During the past 3 months we've continued to enhance the tool with

• New features including carousels, embedded video and audio, questionnaires, more flexibility for image/text formatting, SVG fonts, banner ads and lots more
• Major UI enhancements for larger screens
• Enhanced device support for Blackberry
• Making the online tool easier to use

During the coming month we will also introduce support for Android and iPhone as well as a myriad of other features.

If you want more information visit http://tinomobile.com or contact us for an online demo.


Magnus Jern, CEO

Golden Gekko talks about Tino Mobile in Financial Times

We've had several reminders of this as we completely forgot to link to the great article about Tino Mobile in the Financial Times on 15 February this year. Our CEO Magnus Jern was interviewed by Alan Cane.

Here you can read the full article from the print edition in PDF:
http://media.ft.com/cms/12b86e80-1a28-11df-b4ee-00144feab49a.pdf

Vodafone Updates Vodafone McLaren Mercedes application for 2010 season

Vodafone McLaren Mercedes updates the mobile app for the 2010 season for more platforms including iPhone and Android and with new features such as social networking.

The application brings you exclusive news and behind the scene interviews with Hamilton, Button, the pit crew and lots more. Daily team news, Formula 1 news, real time race information, results, championship standings and new videos added throughout the season.

Download application for free or visit mobile site on http://vodafoneracing.mobi/. The application connects to the Internet to download the latest news and results.

For more Vodafone McLaren Mercedes content visit http://www.mclaren.com/ on your computer.

You can also find the application on
* Getjar
* Mobile9
* Mobango
* Mobilerated
* and various other app stores...

In Mobile, Fragmentation is Forever. Deal With It.

TechCrunch has a great article about mobile fragmentation by Richard Wong at Accel Partners. The article highlights the fact that there is no long or short term solution to fragmentation and nor is there a simple answer answer to which platforms companies should invest in. As one of the pioneers in cross-platform development Golden Gekko has invested heavily in R&D and education of customers and partners.

Our platform recommendations vary from case to case but our general advice is:

• PR, communication and experience - go for an iPhone app
• Innovation - Android is the first choice as there are few restrictions
  
• Youth market - J2ME for non-connected apps
  
• Mass market reach - multi-platform is a must
  
• Business users - go for Blackberry and J2ME
  

Java/J2ME is our preferred base platform as there are clear development synergies between J2ME, Blackberry, Android and e.g. widgets whereas iPhone development has limited synergies with anything else.

One of the main limitations with J2ME today is that most users won't connect to the network due to issues with settings, data costs, security prompts, etc but the number of downloads for a like for like iPhone and J2ME app is still 5x to the advantage of the J2ME app.

Read more on
http://techcrunch.com/2010/03/04/mobile-fragmentation-forever/

To predict the future we must first understand the past. Therefore this year’s top 10 list consists of the top 5 activities in mobile 2009 and our top 5 predictions for 2010.


Top 5 Mobile Activities 2009

1. The year of mobile marketing Every year for the last six years some analyst, media agency, operator or handset manufacturer has forecasted that the next year will be the year of mobile marketing. We are happy to say that from our perspective 2009 was the year when mobile marketing took off. The past 12 months have been incredible in terms of interest around mobile marketing, despite a very difficult financial environment for the advertising industry.


The tipping point had nothing to do with particular media spend on mobile or reaching critical mass in consumer uptake of mobile services however. Instead the main indicator to us was that for the first time brands and businesses across the board took a spontaneous interest in mobile marketing. The number of briefs directly from brands and agencies sky-rocketed compared to previous years and although not every brief resulted in a project we now know that the demand is there. The second indicator was that Google acquired Admob for 750m USD showing that the major internet players are now getting serious about mobile.
Finally we can say goodbye to the year of mobile marketing and concentrate on building a long term profitable marketing channel together with partners and customers.

2. Shift from advertising to marketing In the last couple of years we have moved from a world with impressions to a world with engagements and 2009 was the break-through year with more mobile marketing budgets being invested in the mobile websites and apps than display advertising including search. This trend is in contradiction to most forecasts by analysts such as Gartner, Strategy Analytics, Yankee Group and eMarketer. In reality it has meant that the growth in mobile display advertising was very small in 2009 despite the fact that overall mobile marketing budgets increased with somewhere from 20-50% depending on source. We believe that the trend is more positive as it shows that brands want to engage customers and not only hit them with ads.

3. Appstore explosion 2009 was the year of app mania.
• Apple appstore hit 2 billion downloads and 100.000 available apps
• Marketers across the world started talking about iPhone apps as the must do activity in any digital marketing strategy
• A myriad of new appstores were launched including Nokia OVI, Blackberry App World, Windows Market, Orange Appstore, Samsung Appstore, Vodafone 360 and more
• Existing independent appstores such as Getjar, Mobango, Mobile9 grew exponentially
• The Android appstore started off slowly but accelerated and reached 20.000 apps by the end of the year
• Innovative new app storefronts & reviews sites launched including mplayit on Facebook
In summary: “There’s an app for that!”

4. Increased budgets With increased attention of mobile marketing among marketing planners and brand managers budgets increased despite the tough financial markets as mobile was seen as a necessity to differentiate or in some cases to keep up with the competition. The biggest mobile budget of the year was most likely Nokia to promote Ovi but other more traditional brands such as Volkswagen and Coca Cola also assigned low to medium six digit budgets.

5. Smartphone craze The main driver of the app mania and increase in mobile browsing was continued uptake in smartphone sales lead by Symbian, Blackberry and iPhone. Marketers were surprised by Q3 figures showing that iPhone is still number three in sales despite 80% of the media attention. What it shows is that the battle is not won yet.


Source: Canalys. 2009 unit figures calculated from reported market share in new sales


Top 5 Predictions for 2010

1. Improved efficiency in mobile service development In 2009 the cost of mobile app and mobile website development went up substantially due to a combination of lack of skilled resources and an immature market. In 2010 we expect to see more standardised tools, enhanced processes and improved efficiency as mobile becomes integrated into the overall marketing strategy. We hope and believe that this means that more time and resources can be spent on critical elements of the user experience of mobile including design and usability testing.

2. Mobile becomes a business critical platform With companies starting to generate substantial amounts of business, the mobile platform becomes a business critical service and not just a campaign channel. Companies such as Pizza Hut, BMW, Coca Cola, McDonald’s, Lufthansa, etc have already managed drive acquisitions as well as new revenues from the mobile and the focus will continue during 2010. This may also slow development down for a while as departments’ battle about the ownership of budgets and resources but the long-term implication is that the mobile platform will become just as important as the web.

3. Increased mobile platform fragmentation In 2010 most marketers will shift from doing an iPhone app for PR value to planning mobile services and campaigns that will reach the widest possible audience within their target segments. This means delivering across multiple mobile platforms (iPhone, Android, Java, Blackberry, Windows Mobile, etc) and channels (apps, mobile websites and messaging/SMS) which a high degree of complexity. With the number of mobile platforms still on the rise (Samsung Bada, Vodafone 360 widgets, Palm Pre, etc) mobile specialists will have a big responsibility in making a complex environment simple without dumbing it down. The starting point of any mobile marketing strategy will be to build a mobile website that works across all platforms as the baseline but this won’t meet the consumer demand for a great user experience. The objective should always be to offer the best user experience for each platform and this means delivering a mix of mobile web and mobile apps for many years to come.

4. iPhone growth slows down, Android picks up and others stay neutral The growth of iPhone sales slows down as mobile operators reduce subsidies and promotions for the device whereas Android with a more mobile operator friendly model picks up with new devices from LG, Samsung, Sony-Ericsson and Motorola. The operators will also continue to promote other platforms such as Blackberry, Windows Mobile and LiMo as well as feature phones to avoid domination by Google.

5. Mobile network collapse under traffic load AT&T has seen a 5000% increase in mobile data network traffic over the last three years and with only 3-4% penetration the iPhone made up 50% of all mobile data traffic in the US during 2009. O2 in the UK has seen a similar increase in traffic resulting in network outages, slow network speeds and customer dissatisfaction. At the same time mobile operators will not and cannot keep up with the demand due to shareholder pressure to keep capex investments at a minimum and maximize short term profits. Our prediction is that mobile network reliability and performance in 2010 will get considerably worse with an even greater increase in smartphone sales, uplift in usage and more mobile video & music services launched. The short term solution by operators will be to shift more traffic to wifi networks but with the lack of open wifi infrastructure in Europe this won’t help much. Longer term capacity will build up thanks to competitive forces and consumer demand for a reliable service.

Happy New Year 2010!


This article was published in a shorter version on http://www.gomonews.com/top-10-activities-and-predictions-in-mobile-2009-to-2010/

Ogilvy gives everyone a white christmas this year

Ogilvy develops Christmas app for iPhone, Android, Blackberry and most other camera phones in partnership with Golden Gekko.

“It’s beginning to look a lot like Christmas…”

Like Bing Crosby, but smaller and easier to control, Let It Snow brings you the magic of a white Christmas wherever you are.

Syncing with your iPhone camera, this smart little app works by adding a gently-falling veil of snow to anything you view. Just click the button and look… it’s snowing!

Cheaper than hiring a snow machine and so simple, a reindeer in mittens could do it – Let It Snow transforms your whole world into a festive photo opportunity. (You don’t even need to go outside to enjoy it.)

Chances of a white Christmas this year? 100%.

Click here to download

The application is also available for Android and over 1000 Java phones on http://snow-ogilvy.golgek.mobi from your mobile

Anyone Make A Mobile App In Five Easy Steps

Official press release:

Time, and cost to get an app to market gets faster and more affordable

Golden Gekko, a leading developer and technology provider for cross platform mobile applications, today unveils its new service Tino, that will allow anyone to build a mobile application and bring it to market much faster, and more affordably, than has previously been seen in the mobile app marketplace.

To build a mobile app, a customer can visit www.tinomobile.com and follow five easy steps to build an application of choice. Pricing for Golden Gekko’s Tino starts at as low as £100 which is significantly cheaper than the average £5-10,000 price tag of comparable applications.,
“We are offering Tino as a low cost entry to the mobile app marketplace, and can provide anyone with the tools to build a mobile app, with a process that takes less than an hour,” said Magnus Jern, Golden Gekko’s CEO. “Our Tino customers do not need to be technical experts, as they’ll get an easy step-by-step guide that allows them to self-develop a mobile app on the Web.”

Golden Gekko’s Tino invites everyone to create attractive, powerful mobile applications, that will support 90 per cent of the global mobile handset market,
using any content, external feeds, and rich media. The process is simple, requires no programming, and can be completed in as little as 30. Tino will automatically host and track the number of engagements.

Tino customers will get access to the wealth of experience Golden Gekko has in the mobile applications industry, of serving exciting mobile content on billions of phones worldwide, and developing content for 40 leading global brands including Absolut Vodka, Accenture, Bloomberg, Coca Cola, Disney, European Directories Novartis, Paramount, Perfetti, Sara Lee, Unilever, Universal Pictures and Vodafone.

For more visit http://www.tinomobile.com

Know The Signs Breathalyzer iPhone app from Heineken

Golden Gekko develops iPhone app for Heineken to increase drinking awareness.

We all know someone who sometimes has one too many to drink on a night out. Whether they transform into a Fighter, an Exhibitionist, a Groper, a Flirt, a Sleeper, a Crier or a Stumbler, you can be sure they’re going to cause you problems.

Now if your friend starts to show the signs of turning into one of these characters, you can use the Heineken Breathalyzer before things get out of hand.

All you need to do is pre-set it to one of the seven characters before handing the breathalyzer over to your friend. Ask them to blow into the phone’s microphone and watch their face as they fail dramatically.

Not only will your friend get the message that they’ve had one too many, but they’ll also know what you really think they’re like on a night out!

Click here to download

Top 10 tips for mobile application development

Mobile applications are high on every digital marketer's agenda at the moment. But what exactly are they for and how can you get the most out of them? Who downloads mobile application?

The IAB (Internet Advertising Board) in the UK recently published a top 10 tips list for mobile application development. One example:

5. Know who the average app user is
There are 8.7 million people who have used a downloaded app in the UK which is 18% of mobile users. 60% of these users are playing games that they have downloaded. The median age of an apps user is 32 years old and 43% are female. 36% of app users own smartphones compared to 15% of the total market. Alistair Hill, Analyst and Mobile Products, Europe, comScore

For the full list visit http://www.iabuk.net/en/1/tenthingsyouabsolutelyhavetoknowaboutmobileapplications.html

NYT says cost of mobile app development going up and Mobile Marketing is the

"What Do All These Phone Apps Do? Mostly Marketing"

NYT had a some very interesting insights on mobile apps this month:

1. The demand for mobile apps is driving up cost from $5.000 8 months ago to about$40.000 or more today
   
2. Advertising apps are evolving from the early novelties like the zippo lighter to more advanced services such as the Kraft iFood Assistant
   
3. No single kind of phone holds a big enough audience to attract many mass-market national brands.
   
4. Utilities that people use repeatedly are the most effective.
   

http://www.nytimes.com/2009/10/05/technology/05apps.html?_r=2&partner=rss&emc=rss