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Microsoft. Below are the topline findings from this quarter’s report: Copyright © 2011 Appcelerator. all of which collapsed in interest with developers this past quarter. the report dives deep into understanding the priorities companies are making with their mobile strategy and how mobile is fundamentally transforming customer relationships. This quarter. Microsoft’s Windows Phone 7 also decisively moved ahead of RIM’s BlackBerry OS to become the clear number three mobile OS behind iOS and Android. contenders are finding success by securing new footholds and partnerships to compete against Apple’s dominance. The Rise of Amazon. and webOS. a smaller. which contrast sharply against BlackBerry OS. Inc. Findings reveal that Amazon’s new Kindle Fire edged Samsung Galaxy Tab as the leading Android Tablet in North America. Amazon announced the Kindle Fire. All Rights Reserved. 1 . and Samsung … and An Improved Outlook for Nokia As the mobile industry advances. BlackBerry’s QNX-based PlayBook. Developers and businesses gave high marks to these strong moves. and IDC. and second only to the Galaxy Tab globally with developers. cheaper Android-based tablet that leverages its large content library while Microsoft’s Window’s Phone 7 is building strong European developer enthusiasm thanks to its Nokia partnership.Appcelerator / IDC Q4 2011 Mobile Developer Report Summary Appcelerator and IDC surveyed 2. Appcelerator and IDC also continued their research into how companies are making the move from the web to mobile. on par with interest for the iPad prior to its launch in April 2010. 2011 on perceptions surrounding mobile OS trends and priorities.160 Appcelerator Titanium developers from November 2-3.
This quarter saw a sharp fall-off in developers reporting that they are ‘very interested’ in RIM offerings with BlackBerry OS phones dropping 7 points to 21% and PlayBook QNX-based tablets dropping 6 points to 13%. Android phones fell nearly 4 points to 83% while tablets fell nearly 6 points to 68%. This is more than double the interest in Nokia’s own Symbian and MeeGo OSes since Appcelerator began reporting mobile platform interest in January 2010. Sixty-six percent of developers are very interested in building HTML5 mobile websites. While the drop was likely due in part to interest in iOS 5. Fast forward to November 2011 and developers cite price again as the leading reason for interest in the Kindle Fire. Rounding out the top 5 tablets. All Rights Reserved. developers nevertheless saw Samsung’s rise to the number one smartphone manufacturer as the second most significant development of the past quarter after iOS 5. A regional breakdown shows Amazon edging Samsung in North America for the top slot. respondents eye Amazon’s rich content ecosystem. HTML5 continues to keep developer interest. When considering Kindle Fire’s potential drawbacks. fragmentation and lack of features like camera and geo-location were the two top concerns cited by developers. A year ago. Put another way. only 20% expressed the same enthusiasm for Google TV this round. and IDC. and eCommerce integration as the key reasons for interest in the new eReader. which was cited as the most significant announcement this past quarter. Appstore. At 49% very interested in North America. the same as last quarter. However Apple TV saw a smaller decline from 40% a year ago to 27% today. The OS climbed 8 points to 38% of respondents saying they are ‘very interested’ in the platform. target demographic. Appcelerator and IDC found in January 2011 that among developers price was the single most important factor for Android tablets to compete successfully against the iPad. Connected TV app development interest continues to slide. • • • • • • • • • 2 Copyright © 2011 Appcelerator. The difference this time? Google will be less able to exert control over Amazon’s divergent Android path. with 28% of developers saying they are ‘very interested’ in developing for the device. content-rich eReader was second only to the Samsung Galaxy Tab globally in developer interest.• Amazon’s new Kindle Fire ignites developer interest. there’s now more interest in Nokia’s new Lumia Windows Phone lineup than RIM’s smartphones. Apple continued to hold onto its number one position in part due to iOS 5. Assuming Amazon sells well this holiday season. iOS continues to reign at number one in developer interest levels with 91% of respondents saying they are ‘very interested’ in developing for the iPhone. When surveyed among 15 Android tablets. a plurality (48%) said it was the Microsoft/Nokia partnership. Inc. the lowcost. Microsoft is enjoying symbiotic success with Nokia. the Kindle Fire is just 4 points less than interest in the iPad (53%) prior to its launch in April 2010. Even with a second version announced last month. Nokia also received high marks from its new Lumia Windows Phone 7 smartphone announcement last month. When asked why developers are more interested in Windows Phone 7 now than a year ago. the highest ever for Microsoft. Android developers will need to consider yet another set of different capabilities. Windows Phone 7 separated from the pack to become the clear number three mobile platform this quarter. . 44% of developers were very interested in developing for Google TV. followed by the iPad at 88%.
Copyright © 2011 Appcelerator. Engagement: Building applications that are easy-to-use with a native user interface was the next most important objective. Loyalty: Application notifications and using analytics to measure application feature usage ranked in the middle of the pack for most respondents. engagement.A Deeper Look at Mobile Priorities Across the Mobile Relationship Lifecycle Over the past couple quarters. we asked developers and businesses to rank 23 mobile objectives for their most recent application. the top priority is making payments easy. Reach: Businesses view deploying to multiple devices with native applications and mobile websites as the number one priority. Inc. Both are seen as key to driving engagement with users and echo the general sentiment that application utility is critical. We then clustered this analysis into what we call the ‘mobile relationship lifecycle’ to define objectives in 4 areas: reach. location and social features in priority. and IDC. Monetization: Advertising still trumps in-application purchasing as a preferred monetization model. and monetization. followed by application performance. All Rights Reserved. Appcelerator and IDC have been analyzing how businesses are making the move from the web to mobile. loyalty. Making the transition more efficient by leveraging a company’s resources also ranked high. When it comes to mobile commerce. These core concerns trumped even media. Earlier this year. This quarter. 3 . we discussed how companies were maturing through several phases of adoption.
All Rights Reserved.Amazon Kindle Fire Lights Up Android Tablet Developers This quarter. and IDC. the Kindle Fire came in second behind Samsung’s Galaxy Tab as developer’s most preferred Android tablet. . Inc. we polled developer interest on 15 currently shipping Android devices to determine which devices are separating from the pack and how eReaders like the Kindle Fire and Barnes & Noble NOOK are changing the game: Worldwide. Appcelerator and IDC then looked at a regional breakdown to see how the results changed: 4 Copyright © 2011 Appcelerator.
Appcelerator and IDC found a similar sentiment to that shared at the beginning of the year: Copyright © 2011 Appcelerator. Combined.In North America. Amazon is demonstrating impressive momentum among developers especially with a 7” screen device when developers have previously expressed overwhelming preference for much larger screen size tablets. while Samsung ranks higher than Amazon in Europe and considerably higher in Asia. 5 . Although technically a statistical tie in North America between Amazon and Samsung. At 49% ‘very interested’ in North America. Looking deeper into the primary reasons for interest in the Kindle Fire. and IDC. these Androidbased eReader devices make up half of the top four Android tablets and the NOOK may well move up with its recently-announced new version and expansion outside the US. Inc. interest in the Kindle Fire is similar to levels seen for the iPad prior to its launch (53% in April 2010). All Rights Reserved. Also note in North America there are high levels of interest in the Barnes & Noble NOOK. the Kindle Fire edges out the Galaxy Tab.
In the Q1 2011 survey. 6 Copyright © 2011 Appcelerator. price was seen as the most important factor for Android tablet success because it is a major factor that can quickly differentiate one tablet from another. despite all of their enthusiasm. while Amazon shared their impressive numbers after the first weekend. . and IDC. In Q4 2011. Amazon has landed at a price point that is even more accessible by the mass market. At USD $199. survey respondents see Amazon’s rich content library as a key success factor. Samsung isn’t disclosing tablet sales figures. Going forward. expect a lot of players to attempt to emulate Amazon’s success by trimming their Android tablet prices and seeking new ways of content differentiation. lack of Android features. most tablet manufacturers launched at a $500+ price point and subsequently ran right into direct competition against the iPad. What we’re likely to see out of the holiday season is a bifurcated Amazon-backed-Android and Google-backed-Android tablet market. The second concern. developers have two key concerns with the Kindle Fire: The biggest challenge with the Kindle Fire is fragmentation. Amazon will need to adopt some coherent versioning policy to maintain developer interest long-term as it continues to shadow Android development behind Google. Further. Inc. All Rights Reserved. a plurality (38%) of developers again mentioned that price was the number one factor for their interest in Kindle Fire. Different versions mixed with different capabilities will add to a company’s already complex plans for mobile adoption. fragmentation. Yet. However. throughout the year. is intertwined with the problem of the first. Today.
but still behind iOS and Android native application development. new players. Inc. Appcelerator and IDC continue to see HTML5 maintaining its importance. and partnerships are defining a rapidly evolving mobile landscape as we end the year. Priorities changed significantly this quarter due in large part to HP pulling the plug on Palm/webOS devices and Nokia increasingly putting its weight behind Windows Phone 7. Consolidation. All Rights Reserved. and IDC. Appcelerator and IDC also found that there was the most movement throughout the mobile OS rankings since Appcelerator started tracking mobile platforms in January. Copyright © 2011 Appcelerator. 7 . 2010.Major Platform Ranking Shuffle In addition to Amazon shaking up the mobile scene.
All Rights Reserved.Below is a historical look at how the mobile OS picture has evolved since January 2010: 8 Copyright © 2011 Appcelerator. . and IDC. Inc.
and more so in Europe. and potential for Tablets and Windows 8 integration pushed the OS higher on the priority list. • • Due to several announcements over the past 3 months. and IDC. We looked at Windows Phone interest across geographies and saw differing levels of interest and rationale: Nokia is seeing a resurgence in its opportunity as it launches its Lumia Windows Phone 7 devices. and HTML5 interest remained largely the same this quarter. Note that this level is more than double the level of interest in Symbian or MeeGo since Appcelerator and IDC started tracking last year: Copyright © 2011 Appcelerator. Twenty-eight percent of global developers and businesses. new Windows Phone Mango release. Europe (38%). What’s interesting is how different parts of the world view the importance of Windows Phone and why. which held its position unchanged at 66%. Inc.At the top of the rankings. Android phones declined nearly 4 points and Android tablets declined nearly 6 points as interest in iOS 5 and weak tablet sales weighed on Google’s OS. This was the second quarter tracking HTML5 mobile web. and the rest of the world (25%). Appcelerator’s global developer base is close to evenly split throughout North America (37%). there was significant movement in the bottom-half of the rankings: Interest in Windows Phone 7 jumped significantly to 38% worldwide this quarter as anticipation over Nokia Lumia sales. It will be interesting to see how Android tablet priorities stack up to mobile web as the two track closer together in the middle of the list. both of which are unchanged from Q3 2011. 9 . iOS. are very interested in building for the Lumia. • iOS held its leadership position at 91% very interested in iPhone development and 88% for iPad. Android. All Rights Reserved.
down half from its peak in early 2010. In fact. 10 Copyright © 2011 Appcelerator. and MeeGo round out the bottom. . the rest of the OSes dropped dramatically in interest levels. Low volume and continuing pushback from the major networks will likely hinder the TV app ecosystem well into 2012. BlackBerry phones now have just 21% of the developer population very interested in the device category. webOS. which is lower than the TouchPad was before HP pulled the plug earlier this year. With Google launching a new version of Google TV with 3rd-party app support. and IDC. Appcelerator and IDC took a look to see if the connected TV picture had changed. Both Apple TV and Google TV remain very low priorities for businesses that are increasingly facing more and more demand from customers seeking an ever-wider array of smartphone and tablets. Inc. interest in Google TV has dropped by half over the past year. The newer BlackBerry PlayBook is down to just 13%. All Rights Reserved.Beyond Windows Phone 7. Symbian.
loyalty. Copyright © 2011 Appcelerator.Transforming Customer Relationships: A Look at Mobile Priorities As businesses across the globe make the move to mobile. with a summary chart provided at the end of this report for reference. Inc. We then clustered the results into four categories that broadly define the objectives that most companies have when considering how mobile adds value to their customer relationships: reach. 11 . Aligning a company’s value proposition to the appropriate mobile devices and experiences is an important first step to understanding how to reach business customers where they are. and monetization: Each of these categories and corresponding mobile priorities is discussed further below. Appcelerator and IDC surveyed businesses and developers to understand their most important priorities for their most recent mobile project to get a better sense of ‘real-world’ mobile strategies in action. All Rights Reserved. This quarter. engagement. many are looking to understand best practices by which mobile can transform and add value to their customer relationships. iPad or iPhone. and IDC. Native App or Mobile Website. iOS or Android. Tablet or eReader.
User experience. Many iPhone and Android phone applications tend to be more utilitarian in nature while iPad and Android tablet applications leverage tablets’ expanded screen real estate to allow for deeper and richer engagement. Certainly. but are secondary to a rich user experience. Newer devices like eReaders target different customer demographics.Most businesses surveyed want as much reach as possible. In short. . 12 Copyright © 2011 Appcelerator. All Rights Reserved. location. Time-to-market and leveraging existing skills were also ranked as high priorities. A well-known study published by Pinch Media (now Flurry) showed that 80% of mobile applications were never used beyond the first day. Accomplishing these goals makes a company more agile. When it comes to loyalty. and cloudconnectivity all play an important role in determining how business customers will engage with your applications. and media are also key considerations. This reflects the idea that many mobile experiences are essentially utilitarian and that understanding the utility nature of a company’s brand (eg: recipes for a consumer packaged goods company) is important. social hooks. and IDC. high-performing native user interface as the primary customer engagement consideration when moving to mobile. location. Inc. which in turn enables a business to compete more efficiently and manage ever-increasing levels of mobile fragmentation. notifications and analytics are two key considerations to ensure customers come back. but it is important to align objectives surrounding user experience and target demographic with device capabilities. Respondents to the survey prioritize an easy-to-use. stay away from a ‘one-size-fits-all’ mobile strategy. This defines the core of the app or mobile web experience. social.
For reference. we looked at 8 monetization models and found an increasing trend toward business models that scale through the use of the application (eg: advertising and in-app purchase) vs. advertising continues to be the business model of choice. Copyright © 2011 Appcelerator. survey respondents all agreed that making payments easy is the key priority for in-app purchasing and commerce. When it comes to transactions in applications. however. the initial purchase of the app itself (eg: app store sales).Respondents generally considered loyalty as secondary to their reach and engagement objectives. however. and IDC. Each of these objectives has been categorized into one of the four key mobile relationship lifecycle categories and ranked from highest to lowest. All Rights Reserved. iterating. on the next page is a stack rank of all 23 mobile objectives included in this quarter’s survey. Last quarter. but Appcelerator and IDC advise that all companies making the move to mobile have a robust analytics strategy from the outset. Measuring success. 13 . and then improving on that success is an often overlooked component of a longer-term mobile strategy. Inc. this is the one defining trait that all of Appcelerator’s top applications have in common.
All Rights Reserved. and IDC.14 Copyright © 2011 Appcelerator. Inc. .
New content ecosystems. new demographics. and IDC. Gone are the days when differentiation was based primarily on device capabilities and OS selection. and invest the resources to remain competitive. and lower price points will help reshape mobile heading into 2012. First. Copyright © 2011 Appcelerator. Finally. Microsoft and Nokia are also showing that while the mobile industry does change quickly.Concluding Thoughts This quarter marks the start of a new chapter for the mobile industry. 15 . Barnes & Noble and now Amazon are paving the way for a whole new class of eReader and media tablet entrants into the field. Inc. the longer-term trend favors those that shed legacy constraints. All Rights Reserved. strike bold partnerships. priorities from businesses making the move to mobile are converging around how to make the most of the reach and engagement opportunity that these devices offer while at the same time navigating the challenges of fragmentation and scale.
advisory services. with the other 71% coming from businesses. and the investment community to make fact-based decisions on technology purchases and business strategy. . and events company. and consumer technology markets. Developers were individually invited from Appcelerator’s user registration database to complete a web response survey.com. 2011. Appcelerator and IDC surveyed 2.6 million developers using its software to power over 30. More than 1. and enjoy greater flexibility and control. Appcelerator developers represent a uniquely broad spectrum of backgrounds. and IDC. Inc.About the Appcelerator / IDC Q4 2011 Mobile Developer Report This survey was conducted from November 2-3. cross-platform development solution on the market today. Appcelerator has a global audience. The company’s flagship offering. and events for the information technology. All Rights Reserved. business executives. IDC is a subsidiary of IDG. 16 Copyright © 2011 Appcelerator. so although they build applications with Appcelerator Titanium. the world’s leading technology media. Appcelerator Titanium. interests. For more information. they are used to working across multiple platforms.000 IDC analysts provide global. Respondents’ answers were given freely with no incentive or compensation for their participation.000 mobile developers who use Appcelerator’s Titanium application development platform on their plans. with 37% surveyed stating they live in North America. cross-platform mobile app and HTML5 web development. and perceptions of the major mobile and tablet OS providers. A raffle for a free iPad 2 was made and only one response per user was allowed.appcelerator. please visit www.idc.com. Note also that Appcelerator developers come from a web development background. desktop. telecommunications. Twenty-nine percent of respondents classify themselves as independent developers. increase customer adoption and revenues. Appcelerator’s customers can leverage their existing skills and open. IDC helps IT professionals. regional. 38% in Europe. from a single codebase. IDC has provided strategic insights to help our clients achieve their key business objectives. About IDC International Data Corporation (IDC) is the premier global provider of market intelligence. You can learn more about IDC by visiting www. For more than 46 years. with over 1. is the only mobile cloud platform to enable fully native. and local expertise on technology and industry opportunities and trends in over 110 countries.000 cloud-connected mobile. and 25% throughout the rest of the world.160 of over 225. industry standard technologies to decrease time-to-market and development costs. research. and web applications used on 30 million devices every day. About Appcelerator Appcelerator is the leading enterprise-grade.
101 Mobile: 650-576-6444 Michael Shirer IDC press@idc. All Rights Reserved.com Office: 650-227-3280 ext. Marketing .IDC firstname.lastname@example.org Office: 650-269-5962 Scott Ellison VP. and IDC.Report Inquiries: Scott Schwarzhoff VP. Mobile & Consumer Connected Platforms .com Office: 508-935-4200 Copyright © 2011 Appcelerator.com Office: 650-350-6440 Media Inquiries: Carmen Hughes Ignite PR Carmen@ignitepr. Inc. 17 .Appcelerator sschwarzhoff@appcelerator.
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