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Mobile apps have seen huge growth throughout 2009, but are they the future for the mobile industry? Are they more important than mobile sites? These were the questions that an IAB debate earlier this week sought to answer.
Friday, 4 December 2009
The motion for the debate was "Mobile apps are more important than mobile sites". Prior to the debate, a poll of the audience was taken with 58% opposing.
Jon Mew, head of mobile at the IAB, introduced the proceedings by outlining some key statistics to highlight the popularity of iPhone apps in particular. Mew pointed out that there are now 115,000 iPhone apps for sale in the Apple app store and 2.4bn have been downloaded, meaning that more people have downloaded an app than own a TV.
Arguing for the motion were Amer Hasan, senior manager, apps and developer marketing, Vodafone; Chetan Damani, managing director of acrossair and Oliver Newton, head of emerging platforms at iLevel.
The team argued that the phenomenal growth of the iPhone showed that apps were the future for mobile. Citing figures from acrossair, they demonstrated that the iPhone is the fastest growing technology product ever.
Another key issue they sought to highlight was the enhanced experience offered by the iPhone. Fucntionality such as augmented reality made the iPhone experience far superior to traditional mobile sites it was argued.
Putting the case against the motion were Christian Louca, managing director of YOC; Clive Baker, managing director of Movement and Tim Hussain, head of mobile and video advertising at BSkyB.
This team sought to argue that reach is more important that experience. While they acknowledged that the growth of the iPhone is a hugely important development for the mobile market, they pointed out that only two per cent of the population currently have an iPhone.
The solution they offered therefore was not to cut off a huge percentage of your potential audience by only creating a mobile app, but instead to offer both an app and a traditional mobile website.
This argument seemed to sway the audience as, by the end of the debate when the final poll was taken, the percentage of attendees who opposed the motion had risen from 58 to 87.
Commenting on the debate, Jon Mew, head of mobile at the IAB, said: “The turn out and content from the debate showed what an interesting area apps are for brands. The debate centred around user experience versus reach, and the end result showed that the most important thing for brands is still being accessible to as many people as possible and providing the best experience they can.”
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Friday, 4 December 2009
The motion for the debate was "Mobile apps are more important than mobile sites". Prior to the debate, a poll of the audience was taken with 58% opposing.
Jon Mew, head of mobile at the IAB, introduced the proceedings by outlining some key statistics to highlight the popularity of iPhone apps in particular. Mew pointed out that there are now 115,000 iPhone apps for sale in the Apple app store and 2.4bn have been downloaded, meaning that more people have downloaded an app than own a TV.
Arguing for the motion were Amer Hasan, senior manager, apps and developer marketing, Vodafone; Chetan Damani, managing director of acrossair and Oliver Newton, head of emerging platforms at iLevel.
The team argued that the phenomenal growth of the iPhone showed that apps were the future for mobile. Citing figures from acrossair, they demonstrated that the iPhone is the fastest growing technology product ever.
Another key issue they sought to highlight was the enhanced experience offered by the iPhone. Fucntionality such as augmented reality made the iPhone experience far superior to traditional mobile sites it was argued.
Putting the case against the motion were Christian Louca, managing director of YOC; Clive Baker, managing director of Movement and Tim Hussain, head of mobile and video advertising at BSkyB.
This team sought to argue that reach is more important that experience. While they acknowledged that the growth of the iPhone is a hugely important development for the mobile market, they pointed out that only two per cent of the population currently have an iPhone.
The solution they offered therefore was not to cut off a huge percentage of your potential audience by only creating a mobile app, but instead to offer both an app and a traditional mobile website.
This argument seemed to sway the audience as, by the end of the debate when the final poll was taken, the percentage of attendees who opposed the motion had risen from 58 to 87.
Commenting on the debate, Jon Mew, head of mobile at the IAB, said: “The turn out and content from the debate showed what an interesting area apps are for brands. The debate centred around user experience versus reach, and the end result showed that the most important thing for brands is still being accessible to as many people as possible and providing the best experience they can.”
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