Move first or multi-channel?

Absrtact: The mobile application industry is so fast that great products don't have any impact in the chaos because there is no influence, so no users, no users, no business model. Now the mobile venture entered a Flipboard, Pulse, Zite,

The mobile app industry is so fast that great products don't have any impact in the chaos, because there is no user, no users, no business model. Now the mobile venture has entered a market dominated by Flipboard, Pulse, Zite, News.me, News360, and several other new aggregate/content management applications.

Rethinking Mobile Priority

Previously famous VCs Fred Wilson was also a pioneer in support of mobile priority, but two years later he also began to point out in his blog that this trend has changed, and that the move first, the web second. Even the user retention rates of the social network path have been worrying lately, and the real success should be gaming companies, such as Angry Birds manufacturer Rovio.

With the acceleration of the mobile revolution, developers and entrepreneurs stared at their favorite Ides, convinced that their gut instinct would be the next big Thing, after the design and development work was done and wanted to post to the App Store and Google Play, hoping the TC would give a positive evaluation. , then waiting for the user to come to the door, and finally, hard to find all this is an illusion.

The number that hurts

Flurry recently tracked 250,000 applications from 85,000 developers, averaging 127 minutes per application per day, 70 minutes on the web, 168 minutes for TV, and gaming for the main time in use, followed by social, entertainment, and utility programs.

When developers see this data, they immediately get a lot of confidence and feel they have the strength to create an application to attract the attention of the user. But the problem is that flurry only heralds this huge growth opportunity, and there is a threshold in the actual operation. With over 1.4 million apps in Google Play and App Store, BlackBerry and win phone added 200,000 additional,

As Flurry CEO said, access to traffic is still an art rather than a measurable science, and without a fixed metering method that allows the wind to gauge the value of an application, mobile business models are still new.

And one of the game applications accounted for a large position, only the application of download sales (not necessarily include advertising revenue or application to buy) the App Store top 300 applications have 145 are games; Google play in the top 300 of the application of 116 is a game, the game has become a dominant fact, while the other side of the flurry data also indicates that the user 43% of the time spent on the game. 2012 Application Download economy is expected to reach 10 billion U.S. dollars, but 32% of the revenue to the top 100 of the Developers (Flurry July report), behind the long tail of 99% of the application of the opportunity is very small.

And, Wilson said: "Moving is more difficult than distributing on the web, we see a lot of mobile priority startups stuck in a transition from a successful product to a huge user base, and strong marketing has seen no good results, and you need to be concerned about: application downloads, application usage, user retention rates, How to make it appear on the home page of the mobile phone. ”

Move first or multi-channel?

The problem with mobile priority is to get the user and retention rate, even if the best experience, design the most beautiful application is no exception, that is the mobile first or multi-channel?

For example, the game takes priority over mobile because they're built for standalone devices, and you might think that if you pause on a tablet and then play on your PC, is that necessary? Users of social applications want to migrate to the web to do some work, and the mobile version of Path is just a disservice. And crucially, as Norby says, the web, which has developed for nearly 20 years, is much easier to keep a user than to move.

And now developers have to think, will I create apps that stand out on Android, IOS, Win phone? Then the business model. In the beginning, developers are always immersed in the passion to build a great application, but unfortunately, at first you don't want to know that your end result is to wipe your tears because you can't raise more money. So obediently do the application, or do some media promotion and marketing, you have the possibility of life.

Mobile apps can be successful in the right place with the right tools, a Web page is easy to introduce information to mobile users, a marketing is almost likely to push you to the top list, continuous news releases so that users will not forget you.

In general, it takes time, money, and patience, finally, we have to understand that the era of easy enrichment of mobile applications has passed, the pioneers have been sitting in their position, occasionally a few lucky guys, but because of the great potential is still there, still need to move to the appropriate priority, and ready to fight a protracted war.