The document discusses trends in the mobile application market and talent supply and demand for mobile development. Some key points: - The global mobile app market reached $25 billion in revenue in 2012-2013, with over 56 billion app downloads. However, demand for mobile developers is outpacing supply. - Locations like the US, India, China, Israel, and parts of Europe have large concentrations of mobile development talent. Companies are setting up centers in these locations or acquiring startups for talent. - Skills like iOS, Android, and HTML5 development are in high demand but facing talent shortages. Companies are trying to close gaps through training, social media outreach, and outsourcing work.

1. 1
Mobile Talent - Where are we headed ?
April 2013
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3. 3
Talent Neuron can you help you identify the most suitable location for setting up your mobile
innovation center. We can help you identify top mobile talent through our talent intelligence
platform, data driven scenarios and location analysis frameworks
Location Analysis Understand the capability of each potential location and
make data driven decisions on setup and expansion
Peer and Talent Insights Understand the capability of each potential location and
make data driven decisions on setup and expansion
Ecosystem Analysis Understand the capability of each potential location and
make data driven decisions on setup and expansion
Source: Talent Neuron website

4. Zinnov 4
CAPABILITIES
Talent Neuron has assisted over 100 companies in their global location analysis and site selection
process
CapabilitiesCapabilities
Ecosystem InsightsEcosystem Insights ForecastsForecasts Industry/DomainIndustry/Domain Wage Inflation
Trends
Wage Inflation
Trends
Company TrackerCompany TrackerMarket TrackerMarket TrackerSkill WizardSkill Wizard Market InsightsMarket Insights
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TECHNOLOGY INDUSTRY.
OVER 80% CLIENTS ARE IN
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Reports
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Expert
Insights
Analytics
Surveys
400+ GLOBAL
CITIES COVERED
6 DOMAINS
35 FUNCTIONs
150+ SKILL SETS

5. 5
Summary
SummarySummary
Rapid adoption of smart phones, expanding m-commerce market and adoption of enterprise mobility solutions is
creating significant opportunities in the mobile app space.
The global m-commerce market is expected to touch USD 119 Billion by 2015, a 180% increase from 2012. In
addition, enterprises have increased their adoption of Enterprise Mobility solutions driven by gains in operational
efficiency, employee needs and peer pressure.
Mobile Application Market
The total number of global smartphone users crossed 1 Billion in 2012. Users are now spending over 2 hours a day
using mobile applications, double the time compared to 2010
Currently there are over 600,000 apps available in Apple’s App Store and Google Play stores respectively
Revenues from mobile and tablet apps market in 2012-13 stood at USD 25.2 Billion. App stores recorded 56 Billion
downloads with iOS platform having a 75% share followed by Android with 17%
Talent Supply and Demand
There were about 281,000 registered mobile developers in 2012. 57% of these developers have iOS skills and 32%
have Android skills
However, job posting for mobile developers have doubled over the last two years, while the number of registered
developers has increased by only 13%. This has led to a significant demand supply gap
Graphic Design, iOS, Android, HTML 5, UX/UI, Windows 8 SDK etc. are some of the key skills that will witness talent
shortages in the next 2-3 years

6. 6
Summary
SummarySummary
What are companies doing to bridge the demand supply gap?
Companies are following a three pronged approach to bridge talent gap
a) Leveraging Global Talent ‘Hot Spots’ To Tap Key Skills
 Large organizations are leveraging global locations (outside of the US) such as China, Israel and
Europe which have availability of skilled talent for development related activities
 Companies are setting up centers in the APAC region for predominantly testing and other support
work (increase capacity for the core developers)
b) Acquiring For Talent And Capabilities
 Over the last 2 to 3 years leading companies such as Google, Zynga, Facebook, EA etc. have
expanded their product portfolio and services portfolio by acquiring start-ups or smaller companies
 In 2011, the total value of M&A deals in this domain was USD $18.8 billion, a 100% growth from
2010. The number of deals in 2012 grew by 16% compared to 2011.
b) Outsourcing Key Mobile Development To Niche Service Providers
• Companies are outsourcing high end work such as UI/UX design, prototyping etc. to niche service
providers in locations within and outside of the US
Talent Neuron Viewpoint – There is an intense competition for skilled mobile talent across the globe. In addition,
the dynamic nature of the industry is making it difficult for companies to find the right talent with updated skill sets.
Changing job requirements, inability to meet compensation and benefits expectations and location related
constraints are widening the supply demand talent gap.
To mitigate the challenges, companies need to streamline their recruitment processes, provide on the job training to
bridge skill gaps and aggressively use social media and mobile technology forums to reach further into the developer
community

7. AgendaAgenda
1 Trends In Mobile Application MarketTrends In Mobile Application Market
2 Top 25 Global Locations For Mobile TalentTop 25 Global Locations For Mobile Talent
3 Talent and Skill Set Availability For Developing
Mobile Applications in Top 25 Global Locations
Talent and Skill Set Availability For Developing
Mobile Applications in Top 25 Global Locations
4 M&A TrendsM&A Trends
Topics Covered in the report
5 Leading Mobile Development Service ProvidersLeading Mobile Development Service Providers
7 Key Challenges And Strategies For Recruiting
Mobile Development Talent
Key Challenges And Strategies For Recruiting
Mobile Development Talent
5 Top Universities Which Offer Mobile
Development Courses
Top Universities Which Offer Mobile
Development Courses

8. 8
Mobile Internet and e-commerce
Rapid adoption of smart phones, expanding m-commerce market and adoption of enterprise mobility
solutions is creating significant opportunities in the mobile app space
DriversDrivers
Source: Talent Neuron research and analysis; IDC World Wide Mobile Phone Tracker 2012; Oracle White paper – Future of Talent Management; Strategy Analysis; PwC
Global Use Of Mobile Vs.
Desktop Internet Access
in Millions
Rising demand for
internet on the go
BB
• Mobile app usage was
averaging about 1
hour each day in
2010, and it has now
doubled to more than
2 hours
• Global mobile data
traffic is expected to
increase by 66%
annually for the next
5 years
Mobile e-commerce market is increasing
exponentially
CC
1.8 x
Global Mobile e-commerce
Market (In Billion USD)• Over 50% of the smartphone
users in the US, Brazil,
Germany, France and Japan
make a purchase at least once
monthly on their mobile
handsets
• On the go convenience and
special discounts and offers
are top reasons for
purchasing on a smartphone
Global smartphone users have crossed 1 BillionAA
Rapid adoption of mobile in EnterprisesDD
CAGR = 23%
Global Smartphone Users
(in Millions)
• Top 3 global markets for
smartphone shipments are
China, US and UK
Smartphone penetration
vs. all mobile phones
US 40% - 45%
Europe 50% - 55%
China ~ 60%
Key Reasons for Enterprise Mobility Adoption
 Cost savings due to increase in operational efficiency,
reduction in infrastructure costs etc.
 Increase in productivity levels
 Employee requests / needs
 Peer companies are offering it
70%
Of Fortune 1000 companies are either deploying or piloting an
enterprise mobility solution
30%
Of Fortune 100 companies have already deployed
an enterprise mobility solution

9. 9
GLOBAL MOBILE AND TABLET APPLICATIONS MARKET: 2012-13GLOBAL MOBILE AND TABLET APPLICATIONS MARKET: 2012-13
Mobile Application Market
Revenues generated from Mobile and Tablet apps touched USD 25.2 Bn in 2012; Android applications
accounted for about 58% of the mobile downloads
Source: Talent Neuron research, ABI research
56 Billion
Downloads
14 Billion
Downloads
REVENUES IN 2012-13: USD 25.2
BILLION
REVENUES IN 2012-13: USD 25.2
BILLION
• 88 out of every 100 apps downloaded in 2013 is expected be from the Google Play Store or the iTunes App
store
Apps MarketApps Market

10. 10
Mobile Application Market
Apple’s App Store continues to dominate the app market; However with rapidly increasing shipment
of Android handsets, Google Play is expected to dominate the app market in the coming years
Source: Talent Neuron research, Vision Mobile survey, Deloitte, IDC
Apps MarketApps Market
TOTAL NUMBER
OF APPS
AVAILABLE BY
PLATFORM
190
61
20 18
8 8
0
50
100
150
200
Android iOS Symbian Blackberry Bada Windows
InMillionUnits
HANDSETS
SHIPPED IN
H1 2012
Nearly 2 out of every 3
smart phones shipped
were Android devices
GLOBAL SMART PHONE MARKET SHARE BY OS – Android
leads the market
Platform 2010 2012 2015
Popularity of Android Platform Is Expected To Rise
BlackberryWindowsAndroidiOS
Blackberry
Windows
iOS
Android

11. Mobile Development Skills
Key Mobile Development skills are HTML development and Mobile App development for Android
and iOS platform
11
% INCREASE IN JOB POSTINGS FOR KEY SKILLS IN 2013
Key SkillsKey Skills
Silverlight
Windows 8 SDK
C# VB.NET
C/C++XAML
Windows CE
MS SQL Server CE
NET Compact Framework
Windows Mobile 5.0 SDK
Microsoft Smartphone SDK
Satellite Forms
MS Embedded Visual Studio – eVC
eVB
MS Visual Studio .NET 2003 and 2005
Mobile VB (AppForge)
ActiveSync
SOAP
XML
Android SDK
Java, C/C++
Android Market
bada SDK
Flash
Samsung Apps Store
JDE 3.7 – 4.01
HTTP
GSM/CDMA, GPRS
iOS SDK
Cocoa Touch Apple App Store
HTML 5
Source: Talent Neuron; These skills are based on Talent Neuron’s social media and job positing connectors and have been flagged by intensity

12. 12
Jobs Demand
Job postings for mobile developers have doubled over the last two years, while the number of
registered developers have increased by only 13% which has led to a vast demand supply gap
Source: Talent Neuron, Talent Neuron Job Sites connectors
Jobs DemandJobs Demand
ONLINE JOB POSTINGS FOR SMARTPHONE OS MOBILE APPS JOB POSTINGS TOTAL MOBILE PROGRAMMER JOBS POSTED
• Mobile development jobs offered on job listing
portals , doubled between the first quarter of
2012
• Demand for iOS developers is growing at 30%
and is expected to increase further in the next
2 years
The number of global registered mobile developers is expected to
increase by 13% till 2015
in ‘000
CAGR 13%
Job Portal 1Job Portal 1 Job Portal 2Job Portal 2 Job Portal 3Job Portal 3

13. Measures adopted by Companies to Bridge Talent Gap
To bridge the talent gap, companies are leveraging global talent ‘Hot Spots’, acquiring companies
for talent, and outsourcing mobile development to niche service providers
Source: Talent Neuron research, Talent Neuron Monitor 13
• Large organizations are leveraging global locations outside of the US like
China, Israel and Europe to bridge talent gap
• Companies are setting up centers in the APAC region for testing and other
support work
• Over the last 2-3 years top companies such as Google,
Zynga, Facebook, EA etc. have expanded their products
and services portfolio by acquiring start-ups or smaller
companies
• Companies are outsourcing
high end work such as
UI/UX design, prototyping
etc. to niche service
providers

14. Leading companies with development centers in Americas
Leading mobile development companies have development centers in the US
Source: Talent Neuron Platform
Note: List is not exhaustive
Global LocationsGlobal Locations
14
LOCATION COMPANY
Vancouver EA
Boston Twitter
Bay Area
Google, Facebook, Disney,
Gameloft, Whatsapp
San Francisco
Google, Twitter, Flip board,
Skype, Disney, EA, Pipedrive
Washington Imangi Studios
New York
Google, Twitter, Facebook,
Foursquare Gameloft
Tiburon EA
Mexico City Google
Sao Paulo Google
• Developers in Google center in Sao Paulo, focus on localizing products (such as Google maps) for the Brazilian market

15. Leading companies with development centers in EMEA and APAC
Leading mobile development companies are increasingly leveraging emerging global locations in India
and China for mobile development
Source: Talent Neuron Platform
Note: List is not exhaustive
Global LocationsGlobal Locations
15
LOCATION COMPANY
London Skype, EA
Dublin Facebook
Helsinki and
Espoo
Google, Rovio
Frankfurt EA
Tallinn Skype
Whatsapp Russia
Beijing Opera Mini
Shanghai EA, Rovio
Melbourne EA
Bangalore Google, Zynga
Hyderabad Facebook, EA
Mail
info@talentneuron.com
to access complete
report

16. Global Top 25 locations for mobile development
Locations in EMEA and APAC have majority of the mobile development talent (1/2)
Global LocationsGlobal Locations
16
America Cities – 32% EMEA Cities– 42% APAC Cities – 26%
Rome
Munich
Warsaw
Sydney
Bangalore
New Delhi
Bay Area New York
San Francisco
Portland
Seattle
Sao Paulo
London
Dublin
Amsterdam
Espoo
Madrid
Raanana
Tel Aviv
Moscow
Beijing Tokyo
Austin
Source: Talent Neuron Platform
Note: List is not exhaustive
• Talent in the APAC region predominantly work on Android platform and the availability of iOS and Blackberry developers in this
region is low
• Over the last 2-3 years Finland, Tel Aviv and Moscow have emerged as key locations for mobile development
Shanghai
Toronto

17. Global Mobile Talent – Location Maturity
Cities in the US and EMEA region have a matured mobile development ecosystem
Source: Talent Neuron Platform, Primary Interviews,
Global LocationsGlobal Locations
17
Global Location Maturity Map
Installed Mobile Talent
SuitabilityforMobileDevelopment
Leaders– talent is able to undertake high end work such as UX, UI, Product Design, Product Architecture etc. The availability of skills is high and the cities have a mature mobile development
ecosystem
Challengers - talent predominantly works on development and testing activities. The availability of skills for development activities is medium and the ecosystem is maturing
Emerging - talent predominantly works on testing and support activities. The availability of skills is low and the ecosystem is still nascent
50,0000 25,000
10
5
Bay Area
Sao Paulo
LEADERS
CHALLENGERS
EMERGING
Beijing
Tokyo
Sydney
San Francisco
New York
London
Espoo
Bangalore
NCR
Raanana
Seattle
Portland
Munich
Amsterdam
Austin
Dublin
Kiev
Shanghai
Warsaw
Madrid
Moscow
Tel Aviv
Toronto
Mail
info@talentneuron.com
to access complete
report

18. Global Mobile Talent
Top 25 locations have close to 55% of the mobile application development talent
Source: Talent Neuron Platform
Mobile Talent – Global LocationsMobile Talent – Global Locations
18
APAC– 30% (103,910)
EMEA – 25% (86,680)
Americas – 45% (155,910)
Mail
info@talentneuron.com
to access complete
report

19. Note: Non Exhaustive
Source: Talent Neuron research, Company press releases, Talent Neuron Monitor, Talent Neuron Public Profiles Connectors
M&A
19
CompanyCompany No of acquisitions
since 2009
No of acquisitions
since 2009
Locations of
Acquired Companies
Key Capabilities Added Through AcquisitionsKey Capabilities Added Through Acquisitions
9
12
4
4
10
10
• Israel
• UK
• Bay Area
• Mobile Advertising
• Photo sharing app
• Social gifting
• Location app
• HTML 5 Apps
• Canada
• France
• Greece
• Israel
• USA
• Mobile crash reporting app
• Apps for iPhone and iPad
• Mobile Advertising
• Server Technology
• Online video in Google Maps
• Touch typing in Android
• Facial recognition software
• Hand set technology
• UK
• Bay Area
• Social games
• Video games
• Music games
• UK
• Bay Area
• Australia
• USA
China
• Germany
• iPhone, iPad game publisher
• Mobile games development studio
• Social network creator
• USA
• China
• UK
• Argentina
• Social games
• Video games
• Facebook developer
• Online magazines
• Mobile payment
service
Mergers & Acquisitions
Acquisitions are mainly driven by talent gap; Large organizations are aggressively acquiring small
application development firms for mobile development talent and expand their product portfolio
FacebookFacebook
TwitterTwitter
GoogleGoogle
ZyngaZynga
EAEA
DisneyDisney

20. Mergers & Acquisitions
The M&A market for Mobile apps have grown substantially in the last two years
Source: Company Websites, Talent Neuron Monitor
M&AM&A
• Mobile merger and acquisition activity increased significantly last year and is expected to maintain
momentum in 2013
• In 2011, the total value of the deals grew by 100% from 2010 and stood at USD $18.8 billion
Mobile Apps M&A deals by quarter
20

21. Leading Mobile Development Service Providers
Top companies are outsourcing work to niche mobile app developers
Source: Talent Neuron research, Company Website
Note: Focus on iPhone, iPad, Android
Company City
Employee
Strength
Key Clients
Sourcebits San Francisco 350+ GE, SAP, Intel, MIT, P&G, Coca-Cola, Knocking, TwitPic
WillowTree Apps
Charlottesvill
e
175+
General Electric, Johnson & Johnson
Y Media Labs San Francisco 150+
Stanford University, Genentech, Budlight, Safeway,BBC and Lonely Planet
Fuzz Productions Brooklyn 30+
L'Oreal, Jay-Z, The New York Observer
Intelect Soft Campbell 150+
E&Y, Universal Pictures, Diageo (Guinness), NHS, Jaguar, Land Rover, Bombardier
Tech Ahead
Software
New York 30+
Ducati, Porsche, P&G, Hallmark, Malibu,Chicago Bulls, Bumped.In
LeewayHertz Chicago 150+
Johnson and Johnson , McKinsey, US Army, P&G, GeoEye, Euromonitor
Applico Boston 150+
AT&T, Toshiba, Asics, The Mayo Clinic, Texas Instruments, Philips, Pearson, GM
Ebbex Redding 30+ Luness, Rocket Matter, University of Notre Dame
QBurst India 175+
Microsoft
Mobisoft Houston 150+ TCS, Travel Leaders, diestel, Push legal, Gooru
Appek Mobile
Apps
Scranton 30+
Mimo, CATA, Yumm Photos
Leading developersLeading developers
21

22. University Course Offered
The Chang School-Ryerson University Mobile Application Developer
University Of Toronto Mobile Application Development
San Diego State University
Ipad/Iphone Mobile Application
Development ;Android Mobile Application
Development
Stanford University Iphone Application Development Course
University of Chicago Mobile Application Development
University Of California.Irvine Mobile Application Development
The DePaul Mobile Application Development
Johns Hopkins University Mobile Application Development For The
Android Platform
Unoversity of Denver Mobile Application Development (Master's)
Oakland University Mobile Applications, Services And Development
University of Wisconsin whitewater Apple iOS Developer University Program
UC San Diego Extension Digital Arts
center
Mobile Applications Development
22
Leading Universities – Mobile Development
With increasing demand for mobile development jobs, universities have started offering courses on
mobile application development (1/2)
Fresh TalentFresh Talent
Source: Talent Neuron research; Talent Neuron University connector, University websites
Canada
USA
Microsoft and Nokia to invest $24 million in three-year AppCampus app development program in Aalto
University at Finland

23. Leading Universities – Mobile Development
With increasing demand for mobile development jobs, universities have started offering courses on
mobile application development (2/2)
23
Fresh TalentFresh Talent
University of South
Australia
Mobile Applications Development
Charles Sturt University Graduate Certificate in Mobile Applications
Development
RMIT University-
Australia
Mobile Application Development
Deakin University Bachelor of Information Technology
(Mobile and Apps Development)
Monash University Mobile Applications Development
Bharati Vidyapeeth
University
B.Sc. Mobile Application Development
Aalto University Mobile App Development Program
Malmo University Mobile Application Development
University of
Greenwich
Course: Mobile Application Development
Sheffield Hallam
University
MSc Mobile Computing Applications
The Manchester
College
Mobile Applications Development
The Harvard Mobile Operating Systems And Applications
Leeds Metropolitan
university
Msc
Mobile Device Application Development
The University of
Buckingham
Mobile Application Development
University of
Bradford
Msc Mobile Applications
Glasgow Caledonian
University
Msc Advanced Computing (Mobile Application
Development/Web Syst…
University of Kent Msc Mobile Application Design
United
Kingdom
FinlandSweden
India
Australia
Source: Talent Neuron research; Talent Neuron University connector, University websites
Mail
info@talentneuron.com
to access complete
report

24. 24Source: Talent Neuron Talent Outlook survey 2013, Talent Neuron Monitor ; Simply Hired Mobile Recruiting Outlook 2013, Monster Thinking, CIO Magazine
RECRUITMENTCHALLENGES
RECRUITMENTSTRATEGIES
Talent Neuron ViewpointTalent Neuron Viewpoint
Talent Neuron View Point - Recruitment Challenges and Strategy
Companies need to adapt quickly and start using social media and mobile technology, fast track
application processes and customized job descriptions to hire top mobile talent
Recruiting through social media
and mobile technology
•Leveraging social media channels
such as social networks, micro
blogging sites, videos, blogs etc.
companies will be able to extend
their reach into further into
developer communities
•In addition companies are able to
reduce recruitment times with mobile
enabled careers pages, SMS
notifications, specific job related apps
etc.
Intense war for talent
•Due to low availability mobile based
skills, there is an high competition for
talent among companies
•In addition, due to the dynamic
nature of the industry finding talent
with updated skill sets is becoming
challenging
Slack job descriptions coupled
with training
•Finding all the mobile development
skills in one candidate is difficult due
to the flux nature of industry. Hence
stringent job descriptions will reduce
the potential candidates pool
•Companies are offering training on
the job to bridge skill gaps. This also
helps to attract candidates
Streamline recruitment process
•Candidates usually have a ‘black
hole’ experience after applying for
jobs. Companies need to ensure that
recruiters maintain continuous
communication with candidates
•Due to high demand, mobile
developers could have multiple job
offers in hand and hence its essential
that candidate applications are fast
tracked
Compensation and benefits
packages are not structured
well
•Compensation and benefits
expectations of mobile developers is
different from other functions
•Flex times, ESOP’s, part-time work,
rewards based work environment
etc. are some of the benefits that
need to be offered to candidates at
the recruitment stage itself
Changing job requirements
•Every mobile solution/platform has
a different job requirement
•Recruiters and HR teams need to
understand the underlying mobile
technology and requirements before
writing job descriptions
•Not being able to comprehend
location related trends is a key
barrier. For ex. finding potential iOS
developers in countries like China
and India is lot more difficult
compared to Android developers

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