(see below for free report download) Developer Economics 2010 is a global research report delving into all aspects of mobile application development, across 400+ developers segmented into the eight major mobile platforms: iOS (iPhone), Android, Symbian, BlackBerry, Java ME, Windows Phone, Flash/Flash Lite and mobile web (WAP/XHTML/CSS/JavaScript). The report provides an unprecedented range of insights across all the touch-points of mobile app development, from selecting a platform and designing an app to receiving the profits. To download the full, 57-page report visit www.developereconomics.com. Designed and produced by VisionMobile Sponsored by Telefonica Developer Communities

1. VisionMobile research Mobile Developer Economics 2010 July 2010 knowledge. passion. innovation

2. Contents Mobile Developer Economics 2010 and Beyond Free download: www.Developer Economics.com Created by Sponsored by Part 1: The Migration of Developer Mindshare Part 2: Taking Apps To the Market Part 3: The Building Blocks of Mobile Applications

4. VisionMobile: Distiling market noise into market sense Analysis + Mapping + Strategy Market maps Competitive landscape maps of the mobile industry Active Idle Screen Who will own the screen? Mobile Operating Systems: The New Generation GPLv2 vs GPLv3 White Paper Mobile Megatrends Business Intelligence competitive analysis, commissioned research, company due diligence Strategy definition strategy design, ecosystem positioning, product definition Mobile Industry Atlas 1,100+ companies, 70 sectors (Jan 2010 update) 100 million club tracking successful businesses in mobile Top-100 analyst blog www.visionmobile.com/ blog 3,500+ subscribers 90% mobile industry insiders Thought leadership we coined industry terms like on-device portals, active idle screens, customised design manufacturers and introduced new strategy tools: mobile industry evolution centres of gravity

5. Copyright VisionMobile 2007-2010 Trusted by industry brands Clients selected VisionMobile clients 2008-2010

6. Part One The Migration of Developer Mindshare

7. Developer mindshare vs devices The disconnect between the number of apps and the number of devices

8. The installed base for each platform is disproportional to the # of available apps Developer mindshare vs devices The disconnect between the number of apps and the number of devices

9. Platform concurrency

10. Platform concurrency Most developers work on multiple platforms The average is 2.8 platforms, across sample of 401 developers Android is better than other platforms in terms of tools, platform features, and it’s easier to stand out as developer .” Android developer “

12. Android – iPhone crosspollination Top-3 app stores for iPhone and Android developers Around 20% of Android developers sell apps in Apple’s app store and vice-versa

13. - 20% of Android have also worked on iPhone - 40% of iPhone have also worked on Android Android – iPhone crosspollination Percentage of developers working on rival platform

14. Selecting a platform – marketing reasons

15. Selecting a platform – marketing reasons Monetisation becoming more important than ever developers have adopted a more realistic approach towards monetisation

16. Selecting a platform – technical reasons

17. Selecting a platform – technical reasons Emphasis is on the fun and ‘getting things done’ side of development Documentation and emulator/debugger also important

19. Developer bias

20. Developer bias Market penetration is considered the ‘best aspect’ of each platform across all platforms, even for platforms with low market penetration

21. Taking apps to market Part Two

22. Main channels to the market

23. Main channels to the market Top-3 channels to market: 1. App store used by most iPhone and more than 50% of Android & Flash developers 2. Direct via own website 3. Customer via the customer who commissioned it

24. Application planning

26. Time-to-market across all channels

28. App store use varies by platform

29. App store use varies by platform Despite hype, use of app stores is limited for many developers and especially Java ME, mobile web and Windows Phone (pre WP-7) developers BUT, almost 80% of iPhone developers use an app store as the primary route to the market

30. Discovery Bottleneck

31. Discovery Bottleneck Key developer challenge is app discovery and market exposure more than 50% of developers willing to pay for premium app store placement It's like going to a record store with 200,000 CDs. You 'll only look at the top-10 .” iPhone developer ”

32. App certification challenges

34. Long-tail economics Monetisation potential in app stores is distorted by large number of free apps 60% of iPhone respondents not reaching expected revenue targets

35. Popular revenue models

36. Popular revenue models Pay-per-download still most popular revenue model Ad-funded is just a secondary revenue source used by app store & portal-based channels

37. Operators are seen as bit-pipes - more than 80% of respondents think operators should deliver data anywhere/anytime - around 50% consider the role of operators is to deliver more than just voice calls Network operators: their role [there is a] big gap between intention and outcome. All [operators] talk about supporting developers. But in practice actual support (usable SDKs, decent documentation, support, person to talk to) is lacking ” Mobile web developer “

38. Operators: support towards developers Almost 70% of developers report little or no support from operators If Google became an operator our problems would be solved ” Mobile web developer ”

39. Part Three The building blocks of mobile apps

40. Platform learning curve

41. Platform coding

42. Platform coding Most lines of code: Symbian Symbian needs almost three thousand lines of code for developing 9 simple apps Least lines of code: Android Android averages a little over 1,000 lines for same apps (i.e almost a third of the coding effort spent on Symbian)

44. Platform Challenges – IDE & emulator

46. UI tools are missing

47. UI tools are missing Ability to create great UIs is far from the reach of most mobile developers 50 % Windows Phone, BlackBerry and Symbian developers face this issue, while iPhone developers report no problems with creating UIs

48. Developer support

49. Developer support Developers mostly rely on community/unofficial forums for support almost 80% use unofficial forums vendor websites are used by even less than 50%

50. Hidden device APIs

51. Hidden device APIs Hidden API access is a control point for platform vendors, but it’s also what developers would most likely pay for Vendors could monetise from tiered SDK programmes

52. Network APIs

53. Network APIs Operator network APIs are not appealing to developers Only 5% of respondents thought operators should expose network APIs, but more than 50% would be willing to pay for Billing APIs

54. Use of open source Majority of developers who use open source, do so within development tools Android and iPhone developers 3x more likely to lead open source communities compared to Symbian developers Corporations are wary of the licensing terms and err on the side of caution - by avoiding open source altogether .” Android developer “

55. The single key drawback to the use of open source is confusing licences - 60% of respondents who use open source report being confused by open source licences - A small percentage (6%) report no drawbacks in the use of open source Open source drawbacks be careful about licensing. be aware of licensing drawbacks ” iPhone developer “

56. Thanks for listening! Follow us on Twitter: @visionmobile Further reading: Mobile Industry Atlas 100 million club www.visionmobile.com/maps www.100millionclub.com