Future of Mobile Internet: Downloadable Mobile Applications
05 February, 2009
Lalit Bhise, co-founder and CEO, MobisyOK, I agree. The tacky headline was to get your attention. I do not mean it entirely. There will always be space for mobile sites and wap sites but I am going to stick my neck out today and say that significant usage of mobile internet is going to come from downloadable mobile applications unlike PC (personal computer) internet.
There are a number of arguments I keep on hearing against downloadable applications. Let me address them one by one.
1. It was never successful on PC.
Many people say that downloadable applications are a barrier to consumer adoption and hence will never be successful. Look at the PC industry, they will quickly add.
The fact is input mechanisms in PC are sophisticated and hence browser can be a realistic app delivery platform. However, entering a URL or managing bookmarks in mobile browser is surely not something users enjoy! That's the reason why every good brand creates downloadable mobile application to connect with its mobile users, be it Google Maps, Facebook, Rediff or BigAdda.
2. There is too much fragmentation in the operating systems and hence it's very tough to create mobile application.
iPhone, with its 1.1 per cent market share in mobile handset business worldwide, has already generated more than 500 million downloads of iPhone applications in six months alone. So, fragmentation is not a problem in mobile phones if your content is compelling enough and if you have a way to reach your niche target users.
With overall mobile phone penetration around 3 billion handsets worldwide, it just takes a fraction of the total mobile phone user-base to make a successful proposition! On top of that, now developers have access to cross platform run time like Mobitop which takes away any porting issues users may have faced otherwise.
3. Network operators are the only way for discovery of a mobile application by user.
However hard I try and think, I cannot remember even a single downloadable application which has been a phenomenal success since it was promoted by network operator. All the downloadable applications which were huge successes like Opera Mini browser, Fring and Google Maps, all started out as non-bundled downloads. Only after they were phenomenally successful that operators adopted them.
To increase the user-base of successful applications I am sure discovery mechanisms like Apple app-store help a lot. And I hope a lot of network operators in India and abroad are thinking about creating an app-store like ecosystem which would improve the user experience of discovery of applications and offer great monetization potential to app developers.
4. There are no monetization mechanisms for downloadable applications.
On the contrary, every conceivable business model in mobile business starting from download fees to subscription and advertising is possible for downloadable application. What's more, there is an intangible brand value built in user psych with your downloadable application!
5. When does mobile app not make sense?
There are some cases where publishers should not go for downloadable applications. Especially when your proposition is not something users are likely to use again and again. For example, let's say you are a premium car selling portal. Mobile users are unlikely to buy or sell cars every week or so and hence having a downloadable application does not ensure you a brand connect and may create unnecessary noise.
Conclusion
I personally believe that downloadable mobile applications have great future and premium place in mobile internet and trends so far have proven it. Going forward, growth of embedded app-stores from mobile operators and handset manufactures are bound to improve user experience of application downloads.
Full Disclosure: Mobisy (my company) is in the business of powering downloadable mobile applications and we have developed a mobile app-store in-house.
"
One can’t keep on doing the same stuff over and over again across all kinds of brands. Every brand has a unique feature and this needs to be attributed through innovative marketing initiatives. Unless the people working in this medium can innovate, spends will not grow on internet. "
Downloadable apps were successful. Internet apps were more convenient for the developers.
going forward every big company will be using mobile as one of its core brand awareness medium.
Mobile is the future of accessing internet in the coming 5 years, thats why even google is encouraging sites to be lighter and faster so that users can find what they are looking for in a flash.
Great insight
The term "cloud computing" is being bandied about a lot these days, mainly in the context of the "future of the web." But cloud computing's potential doesn't begin and end with the personal computer's transformation into a thin client - the mobile platform is going to be heavily impacted by this technology as well. At least that's the analysis being put forth by ABI Research. Their recent report, Mobile Cloud Computing, theorizes that the cloud will soon become a disruptive force in the mobile world, eventually becoming the dominant way in which mobile applications operate.
You may be wondering: what does the term "mobile cloud computing" really mean? Basically, it refers to an infrastructure where both the data storage and the data processing happen outside of the mobile device. Today, there are already some good examples of mobile cloud computing applications including mobile Gmail, Google Maps, and some navigation apps. However, the majority of applications today still do most of the data storage and processing on the mobile devices themselves and not in the cloud. In a few years, that could change.
There is too much fragmentation in the operating systems and hence it's very tough to create mobile application. but everyone wants a latest application in mobile to make their life easier and cheap...
I guess mobile is yet to take off in India. Lots have been discussed and talked about but not sure how would it add value when broadband and high speed internet is yet to make inroads to its full capacity. Websites have to download of fast if mobile gets any share of the internet users. websites like rediff, neetatravels.co.in, cleartrip are some of quick downloads.
That's the reason why every good brand creates downloadable mobile application to connect with its mobile users
I think pace of technology is truly astounding. The way it coming up with new trends and facilities, technologies released just an year ago turns out to be obsolete. I also think, may be you will stand vindicated with your prediction.
Well mobile internet access has come of age. No more squinting at the tiny screen on your smartphone. No more flat batteries on your laptop.With the mobile internet device, you can enjoy an always-on connection, long battery life and a decent-sized screen, all in a package that will fit in your pocket.I will keep looking around for more information.
I think you've got it wrong. The future of Mobile is the Internet. Downloading applications is just too tedious.
The iPhone app store success is a blinder because what Apple has done cannot be replicated as Nokia,WinMo,Palm and WinMo are discovering. Apple made a great device and created an outstanding ecosystem at the correct time. Are iPhone developers making money right now? The majority are not.
You've not talked about manageability of applications. That's a big pain. Imagine you downloaded 10 apps on your nokia phone and now want to switch your device. Yes, there are solutions to this problem as well but it starts getting more cumbersome.
Internet as we know it is evolving. I foresee a future where the browser will be an always ON, bundled application running in the background. You would not need to open a browser to surf the web. The data connection will be standard as in the case of a client server browser model.
Nice article.
Seems true but It is really difficult to predict this because technology is advancing at a very rapid pace.
Hi Lalit
Great view and would like to add another point to it.
Mobile applications as discussed need to be solution driven and should have the following two approaches to create a successful eco-sphere:
(1) Long term, regular usage and upgradable solution driven - applications which can be bundled as solutions to the business for a consumer enhancing experience. Sometimes these applications can be business objective driven. For example - Sales monitoring applications. These applications when are consumer centric can have a n ad model capped with it but that is another discussion altogether.
(2) Short Term, one time usage, fun and prompt utility driven applications. These apps will have a short life and often are in the category of games, fun etc, but are effective viral mechanism for branding. I do not recommend such application to make money for the business but earn in tangible benefits through brand recall.
I would love to hear more about this arena from you.
Regards
I feel we cannot ignore the impact that Internet is going to have on the mobile usage. Devices have got better. Networks have improved. Browsers are getting better. Have you checked latest update of GMail for iPhone.
iPhone apps are huge right now and I would imagine continuing to grow at a fast pace. I have recently become and iPhone owner and I love the variety of apps available. I have very willing to pay a dollar or two for a good app and there are obviously a lot of other people out there that feel the same.
The pace at which technology is changing and growing - it's scary !
We try to adopt to the latest technology but very soon things change.
Excellent article piece indeed. Kudos to you
Going forward it would be a lot customer centric driven than applications based.
I think you have made a relevant point out here. Good!
Hi rajiv,
Well, Its just a matter a time when mobile application's and 3g phones just take over laptops and pc in coming time or else i would give good run for their money for sure.
Thanks for the information...
The future of mobile phone industry is great with so many features being offered by these gadgets.
I actually don't understand why are you saying that downloadable mobile applications were not successful for pc? I am using it over 5 years, and I am very happy about it. My friends are using them too. I would disagree that those applications are not successful. What about mobile internet - it is growing every single day, mobile phones are more sophisticated now so it is more comfortable to use internet through them. Overall thanks for the great and interesting article. I will be waiting for other great ones from you.
I completely agree that the Internet is going mobile. but i do not think special ‘mobile devices’ will be as popular as many people do. once nearly every laptop ion the country has 3g/4g access i actually see people reverting to the full screen/keyboard experience and away from the tiny devices considered ‘mobile’.......!
Gr8 article. Downloadable mobile apps will rule. However, technology is changing too fast and one wonders how things would be say 10 years down the line.
Beautifully articulated facts. Cell phone enabled Internet is the future.
downloadable mobile applications have great future but they still have a long way to go plus i am not sure about the internet invasion and all that which can eat away its market...
The latest stats indicate mobile internet users are increasing. Mobile operators would need to do more to cater to this growing segment.
Downloadable Mobile Applications will rule the mobile world in near future. Kind of plug and play.
We have just seen the invention of mobiles a few years back. The future will have fancier mobiles and applications.
the article seems totally in sync with what I think is the future of mobile industry.Mobile will surely be future platform for all the applications.
Hi Lalit,
I respect your viewpoint.
Just that I have a different viewpoint. I feel we cannot ignore the impact that Internet is going to have on the mobile usage. Devices have got better. Networks have improved. Browsers are getting better. Have you checked latest update of GMail for iPhone. Its a iPhone optimized 'site' which supports gestures. Browsers are catching up with native apps. From content providers' point of view, browsers give them reach. From users' point of view, majority of population still fears application installs. They fear viruses. If its browser based app, suddenly the user is much more comfortable. How many users have used / installed the mobile app of IRCTC for railway booking? How succesful is IRCTC's Internet booking facility? Dont you feel if had a better browser, better network, better device, IRCTC's Internet portal would have had a following on the mobile browser also? Future of mobile apps is in the browser.
Regards,
-Manish
I agree with you Lalit. Downloadable mobile apps are surley going to pick sooner or later. A very good article.
Yes, I completely agree. One day Mobiles will be used for literally every other application. It would give laptops and desktops a run for their money. That fact that its so small and yet so useful really proves a point. I wont be surprised if by the end of next year, you will be paying literally all your bills thorough your mobile ( if you arent already )
Quite useful information
Mobile will be future platform for all the applications. It will soon replace Desktops & laptops for many applications.
Having developed a native video conferencing client on a mobile device and web based mobile collaboration tool, the pain and the effort to make it work across multiple devices for native apps is pretty huge. The situation is going to improve for web based apps and services with mobile browsers having more capabilites. The pain point that you have pointed in #1 can be overcome with widgets.Also (at least in US), you just cannot download an application unless it is signed by your operator. Full credit to Apple to circumvent this process which made it very easy for developers to publish their apps (and in turn make a ton of money for Apple).
Hi,
One website launched application for community, video, photo, calling and sms for free. visit http://youtring.com
Hi Ritesh,
I belive that if operators work on building app-store kind of ecosystem.Where working with operators will fetch a significnat value add. Currently some niiche apps like mig33 are doing very well without operators pushing them .. so it's not absolutly essential.It surely adds value if you are on deck but currently the cost benefit ratio is somewhat skewed.
Dont agree much with your point 3. I think the operator is very important atleast in the medium term for any successful downloaded app in India. The example which comes first to my mind is Affle's SMS2.0 application. Despite being an only Symbian app, it got over 1Mn downloads in a year, only because Airtel promoted it so well. Don't know much about the Mchek numbers, but my guess is that those too would have been good.
I think you need more open minded operators to reallly drive this business, as clearly the traffic even now is primarily on deck.
Post new comment