Professional Documents
Culture Documents
August 6, 2009
iPhone Apps
Channel Overview
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Drinkspiration spices up your drink Secure Access to your USAA account. Play Scramble $om your phone with
variety. your $iends on Facebook.
Content Potential
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Mobile apps Palm apps Pre apps Blackberry apps Android Apps
30
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Excluding iPhone apps from consideration, neither Palm nor Blackberry have differentiated themselves as
an application platform.
Medium Overview
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
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Superimposed on the Tippingpoint Labs New Media Life Cycle is Gartner Hype Cycle
the Gartner Hype Cycle. As interest in iPhone Apps peaks, people
will ask, “what now?”, prompting a sharp decline in the interest of
iPhone apps. When that happens, many of marginally successful
apps will go out of style. Don’t be a marginal app.
Phase Analysis
iPhone Apps in Gestation: Limited by Platform Adoption
iPhones represent a relatively small percentage of and Palm, it is unlikely that iPhone Apps can drive
the global sales in mobile phones. Today, iPhone’s through the escalation phase.
represent only 1.1% of the global cell phone market. Although the App Store’s monetization model
Blackberry also only captures 1.9% of the market. As appears to be extremely successful the iPhone’s
a result, mobile application growth will be limited bycurrent pricing structure does not allow for massive
the growth for the platforms that support them. market dominance. This monetary barrier to entry
As you can see from the New Media Life Cycle will stifle the growth for their mobile applications.
above, the iPhone App platform is in it’s Gestation Moving through escalation and watching how Apple’s
Phase. With each new iPhone released, giant spikes competitors attack the monetization of their mobile
in interest are apparent, however, the overall growth applications will define how successful Apple will be
in app adoption remains relatively constant. Without in the long term. ■
growth in the Mobile Application development
market from competitors like Blackberry, Android
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Gender Income
16%
Male 28% $0-30K
Female $30-60K
47%
53% 25% $60-100K
$100+
31%
Age
14%5% 3-12
23% 13-17
25% 18-34
35-49
34% 50+
Source: Quantcast
Audience Analysis
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
User Pressure
• Jail Breaking
Competitive
Threats
• Creation and
Distribution of high
quality mobile apps
Key Forces
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
100
75
50
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iPhone app interest has flat lined and will need growth in mobile application interest before hitting escalation.
Forecast Analysis
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Recommendations
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Glossary
Terminology
Medium - A form of communication. Tippingpoint Labs focuses on New Media. Example: Blo%ing, video on
demand.
Platform - a framework for a medium’s application. Example: The iPhone is a platform for the mobile application
medium.
Channel - The service provider of a medium. Example: Scribd is a channel for document sharing.
Content - Medium expression. Example: A blog post is content delivered through the blo%ing medium.
TIPPINGPOINT LABS
New Media Life Cycle Analysis
August 6, 2009
Tippingpoint Labs
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Newton, MA 02458
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