Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013
Matthaus Krzykowski, Co-Founder, Xyo
"Think Local, Act Global: Berlin as Part of the Global App Economy"
Matthaus Krzykowski is a co-founder at Xyo, the first true mobile app search company. Xyo is inventing the technology and user experience needed for users to make most of the opportunities of our emerging mobile lives. He is also an adviser at Priori Data and a Berlin partner and investor at dots'n'spaces (with Olga Steidl), a collective of technology professionals.
3. Theses
There are 3 main cornerstones of the in Berlin app economy: creative,
gaming, commerce.
Using the synergies gained locally, Berlin app developers can act
globally by quantifying app market opportunities through a relevant and
refined lens.
In most cases, the European app economy is collectively larger than in
the US or China. In select regions and niche markets, it is growing faster
and has the competitive advantage.
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
5. About Priori Data
Priori is a Berlin-based app store analytics provider, formally
launched in June 2013 as a spin-off of Xyo.
We constantly monitor the three largest app stores across more than
30 countries.
We help you understand which app markets are growing, across
platforms, countries and categories.
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
6. An Example
On both Google Play and in The App Store, you will find the app category, Music &
Audio (Music for App Store)
For this category, Priori has created 34 sub-categories. Here’s a quick look at how
our sub-categories map to the AppStore “Music Essentials”
Guitar Apps
Summary
Music
Music
Discovery Discovery
App Usage
Metrics
Internet
Radio
ASO 101 for
Developers
Music &
Lyrics
Music
Music
Discovery Discovery
App Genre
Competition Index
Djing &
Mixing
Music
Studios
Musicians
& Bands
USA July 2013
7. Xyo is an app search engine that re-imagines how we discover apps.
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
10. Sizing Up The Berlin App Economy
+50
publishers
+400 apps
140M downloads
“You also have cutting edge app and design agencies like nxtbgthng, Novoda, Edenspiekermann,
CodeKollektiv, Iconmobile or Fjord which have created some of the world’s leading apps. There are
multiple apps which are considered “US” or “international” but which have been, in fact, made by
creative teams here,” Gernot Poetsch, Co-Founder of app developing agency nxtbgthng, said.
Examples of apps which have been designed in Berlin include apps for publishers like Spotify or
Foursquare.
“Just think about all the freelancers working in Berlin. A lot of the cutting edge design work is
crafted by these creatives who won’t surface in the App Store. Berlin’s design scene is international
and freelancers work for clients all over the world.” Manuel Großmann, from Service Design Berlin,
added.
Methodology: iOS only, global all-time downloads; app publishers; companies had to post on Berlin Startup Map or Berlin
Startup Jobs
See more www.xyo.net/blog/xyo-releases-data-popular-iphone-apps-made-berlin
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
11. Patterns: Berlin’s app economy has 3 key identities
Creative
Industries:
Gaming:
Global consumer
taste making
Traditionally the main
revenue driver in mobile
Commerce:
Traditional strength of the
German Internet
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
12. The 10 Most Popular iOS App Publishers in
Berlin
www.venturevillage.eu/berlin-apps-xyo-2013
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
13. Spotlight on: Games (Apple App Store)
20 different native categories, from Action Games to
Word Games
~150K apps
~911M monthly downloads
~22B all-time downloads
These native categories map to 86 different Priori SubCategories
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
14. Spotlight on: Creative (Apple App Store)
4 different native categories: Books, Entertainment,
Music, Photography
~725K apps
~770M monthly downloads
~22B all-time downloads
These native categories map to 414 different Priori SubCategories
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
15. Spotlight on: Commerce (Apple App Store)
3 different native categories: Food & Drink, Lifestyle,
Travel
~720K apps
~762M monthly downloads
~22B all-time downloads
These native categories map to 411 different Priori SubCategories
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
16. Made in Berlin: Gaming
Key Facts:
App Stores opened market to new gaming segments
International VCs since 2009
Real revenue – attracts international ecosystem players
Few, but significant in terms of know-how + talent size
Know-how spreads to other startups
I'm a serial entrepreneur and co-founded GameDuell in 2003 with my
personal inspiration to create the best games company in the world to
work for. Since then we have made over 70 online games and we're
building mobile games since 2010. Today we have over 200 people in
Berlin and several of our teams (and still hiring) are working on iOS,
Android and HTML5 games. From early on GameDuell's vision was ""To
bgames. Wherever, whenever."" Mobile has leveraged ring people
together to have a good time with that tremendously.
— Michael Kalkowski, Co-founder
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
17. Made in Berlin: Creative Industries
Key Facts:
App Stores gave access to international markets they
previously did not have
Mostly local seed funding
In recent years Berlin has become a city where creatives
have shaped global consumer taste
Large number of app startups tied into the various
creative scenes and the creatives
I joined the mobile industry in early 2005. I came back from a year
travelling, no budgets left, looking for a student job while starting my
master at Hasso Plattner Institute in Potsdam. My former boss pulled
me into a startup called gate5 which was working on mobile navigation
and location based service solutions.
—Marcel Duee, Co-founder
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
18. Made in Berlin: Commerce
Key Facts:
App Stores are disrupting traditional online players
Funding since 1998
Samwer & Co: Company builder
Large number of startups, significant in terms of knowhow + talent size
Know-how spreads to other startups
Employees go on to found their own startups
For nearly all portfolio companies at Project A, mobile is a key channel.
Besides we like to look for interesting mobile investment opportunities.
— Mark Hartmann, Venture Partner
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
19. From Local to Global
We’ve highlighted the success of Gaming, Creative
Industry and E-Commerce apps coming from Berlin.
Now let’s take a closer look at market size, growth
opportunities and competitive landscape for one of these
Berlin-based apps.
To do so, we’ll be using a tool we’ve recently developed
around our sub-categories.
If you would like to receive additional information about
this tool: michelle@prioridata.com
Summary
App Usage
Metrics
ASO 101 for
Developers
App Genre
Competition Index
USA July 2013
21. EXAMPLE: Ubertweek GmbH – Tweek
Tweek belongs to the TV Sub-Category
21M monthly downloads, 100M MAUs, 4K apps, 5K downloads per app
21
22. MONTH OVER MONTH GROWTH COMPARISON:
- TV VS Entertainment VS iOS
23. Global Trend: TV Sub-Category
In recent months, the TV sub-category has outperformed the native
category Entertainment and the App Store in terms of month-over-month
download growth.
23
25. Country Share: TV Sub-Category
The USA and China are the two largest geographic markets for TV apps,
followed by Germany, France, the UK and Italy.
25
26. MONTH OVER MONTH GROWTH BY COUNTRY
- Are the market dynamics in my favor?
27. Country Growth: TV Sub-Category
In terms of month over month download growth, the TV sub-category is
performing quite well in the EU countries as well as other countries we track.
27
29. Country Structure: TV Sub-Category
Downloads are relatively concentrated among the top players in this subcategory, particularly in Scandinavian countries.
29
Hi,
thanks so much for the introduction.
My name is Elin Aram and I'm the head of design at XYO. We've been putting our heads together and working on an app prototype for some time now that we want to show to you.
So in short, XYO is about app discovery. The pitch is that we want to make a better app store.
Ok, lets get down to business:
We've had two main goals for our app. They are both based on insights we've gotten from tons of user tests and discussions with people.
In recent months, the TV sub-category has outperformed the native category Entertainment and the App Store in terms of month-over-month download growth. Which geographies are driving this growth?
The USA and China are the two largest geographic markets for TV apps, followed by Germany, France, the UK and Italy.
Only South Korea and China showed a decline.
Downloads are relatively concentrated among the top players in this sub-category, particularly in Scandinavian countries. Out of the EU countries, Germany’s downloads are the least concentrated among the top 25. EU new entrants expecting to make it into the top 25 could expect the most gains Germany or France, i.e. average downloads per app of > 10K.
The big hits among EU countries vary with the local language, with Twitch TV by Justin.tv consistently showing up among the top 3.