QuickView #2 - Mobile
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The smartphone market is rapidly evolving, projected to reach $698 billion by 2020, with significant growth driven by increasing global smartphone ownership and app usage. The UK leads Europe in app development, accounting for one-third of the continent's mobile software revenues, and the country is expected to create thousands of new jobs in this sector. As mobile technology continues to integrate into daily life, businesses are leveraging apps to enhance brand engagement and meet consumer needs.
QuickView #2 - Mobile
- 2. For more information get in touch on 020 7112 4949 or visit sonovate.com From the end-client, to developer, to advertising exec and consumer, the smartphone has irrevocably changed the world as we see it. Embedding itself into our everyday lives, the smartphone has reshaped the world as we know it - and in many ways is just getting started. Already a key industry for recruiters - this QuickView highlights some of the lesser known and potentially more interesting stats about the state of the industry, details the top in-demand development skills and lists 300 companies involved in the development, design and delivery of mobile solutions you should be working with in 2015. Contents 10 Mobile Stats Global Perspective European Market UK Developer Market Top Skills Future Predictions 300 creative agencies you should be working with in 2015 Top Independent Development Companies
- 3. For more information get in touch on 020 7112 4949 or visit sonovate.com 1: The growth rate is staggering Forecast to be in the hands of 4 billion people by 2020, the smartphone is one of the most influential pieces of technology to impact on daily life. In less than a decade, the world has gone from less than half a billion people online and zero smartphones to almost 3 billion people online with 2 million owning smartphones. 2: The market is growing year-on-year The worldwide smartphone market grew 29% year on year in the second quarter of 2014 in terms of shipments. 3: Mind the gap - it’s either luxury or rock bottom A gap in the market is appearing and Apple is unfazed. By doing the seemingly impossible last quarter (Q4 - ‘14) by selling more phones at a higher average price, than in previous quarters, Apple has sufficiently differentiated itself from the mass of Android phones, charging consumers on average two to three times as much as they would pay for a com- parable Android device. By contrast Xiaomi - the world’s most valuable tech startup, worth $46 billion, is manufacturing Android phones at a much lower cost than its competitors, creating a gap in the market and leading a price war. The good news from the fight is that hundreds of millions of people gain access to the cheap but serviceable smart- phones and Apple retains its brand values. Xiaomi $220 Andriod $254 Apple $687 Averageselling price for smartphones without wireless service contacts Two Tiers 100 200 300 400 500 600 $700 2013 ‘14 4Q 1Q 2Q 3Q 4Q 0 .5 1 1.5 2 2.5 3 3.5 4 2014 2020 Smartphones People Billion Global Smartphone Vendor Marketshare (%) Samsung 24.7% Others 47.3% Apple 15.0% Lenovo-Motorola 7.2%Huawei 5.8% The worldwide smartphone market grew 29% year over year in the second quarter of 2014 Source:ITU,a16z Source: International Data Corporation (IDC)
- 4. For more information get in touch on 020 7112 4949 or visit sonovate.com 4: Downloads flow faster than water As the price of Android phones continue to fall, mobile will impact on every part of the world. In Sub-Saharan Africa, by 2019 3G coverage will be more accessible than improved water and electricity, with mobile users reaching 30%. 5: Global growth will be fastest in developing countries The Asia/Pacific and Latin American regions are expected to experience the highest growth rate between 2013-17, both with an annual growth rate of more than 20 percent. 6: Mobile dominates our attention More time is spent in mobile apps than all of the web. A report in 2014 by Ofcom said UK adults spend an average of eight hours and 41 minutes a day on media devices, compared with the average night's sleep of eight hours and 21 minutes. Whilst TV continues to dominate the weekly exposure to devices, the UK’s 14 and 15 year olds are watching less live TV, and much less live radio than adults - and turning to YouTube and streaming music services for their entertainment. In addition the ‘techie teens’ are giving up on voice calls and email in favour of text-based communication, flitting from Instagram to WhatsApp to Snapchat in a constant search for what's new. Source: Statista 5-year compound annual growth rate of smartphone shipments worldwide from 2013 - 2017 by region. Global Growth 0% 5% 10% 15% 20% 25% 30% Asia/Pacific 23.2% Europe 11.1% North America 7.8% Latin America 23.7% Middle East and Africa 18.5% Growthrate
- 5. For more information get in touch on 020 7112 4949 or visit sonovate.com 7: App usage is increasing 8: Spending is up The proportion of mobile internet users purchasing goods increased from 20% to 24%, between 2013 and 2014. And these shoppers, as well as growing in number, are also spending more each quarter. So too is mobile advertising Mobile ad expenditure has doubled to more than £1bn in 2013. With 2014 also proving to be a big year for mobile ads, this level of increase may yet be maintained. 9: UK leads Europe in app development Research from VisionMobile predicts that the app economy will be worth nearly £31bn to Britain by 2025. Over a third of the revenues generated by all 28 European member states come from the UK. In addition, the UK leads the way in smartphone ownership and spending on mobile shopping and entertainment, downloading more than 250m apps a month, equivalent to four per British citizen per month. 10: And finally… It’s bigger than Hollywood Apple paid $10 billion to developers in 2014. Put another way, in 2014 iOS app developers earned more than Hollywood did from the box office in the US. The app economy also sustains more jobs (627,000 iOS jobs in the US vs. 374,000 in Hollywood) is easier to enter and has a wider reach. Source: Flurry Analytics Apps Dominate the Mobile Web Mobile Advertising Expenditure and Mobile Internet Takeup 0 200 400 600 800 1000 0 20 40 60 80 100 2008 2009 2010 2011 2012 2013 Mobile advertising expenditure Internet on mobile phone takeup0% 20% 40% 60% 80% 100% 20% 80% 2013 14% 86% 2014 Percentageoftimespent Apps Mobile web Source:IAB/PwCDigitalAdspend2008-2013;Ofcomconsumerresearch Expenditure ( £ Millions ) / UK adult take-up ( % )
- 6. For more information get in touch on 020 7112 4949 or visit sonovate.com Global Perspective The global smartphone market is expected to reach $698 billion by 2020, with a compound annual growth rate of 11.2%. The global smartphone market is dominated by Asia-Pacific region with 40.7% market share, followed by Europe with 32.2% market share. Global smartphone shipments are expected to reach 3bn units by 2020. So far, increasing usage of mobile internet and services in major European and Asian countries such as UK, Germany, India, China, Indonesia and South Korea is driving the growth of the global smartphone market. In addition, a fall in average selling price of smartphones is expected to fuel the growth of the market over the forecast period. European Market The European smartphone market continues to expand, growing by nearly 14 percent in 2014 to achieve 200 million shipments, despite the saturation of many Western European markets, according to research from Futuresource Consulting. The European tablet market also continues to grow, but major markets have reached saturation point earlier than the industry expected. Although percentage growth equaled that of smartphones, Western Europe tablet sales will slow further in 2015, with consumer shipments moving into decline by 2017. App Market An important contributor to the growth of the smartphone market is the App. With over 2.5m apps available to download from Google Play and the App Store and over 85 billion downloads in 2014 from the App Store alone, the global demand for mobile applications is playing a pivotal role in how value is created, delivered and distributed. According to Flurry Analytics overall app usage grew by 76% in 2014. Interestingly, the report confirmed how our phones and tablets have become indispensable devices that help us work and keep our lives organ- ised with shopping, utilities and productivi- ty apps experiencing triple-digit growth. Notably, gaming dropped 31% in session usage to occupy bottom place. Having dominated the top spots, the fall in 2014 is symptomatic of the growth of lifestyle orientated apps. However, despite the drop the gaming market is forecast to be worth over $35bn and account for one third of the total gaming market by 2017. 2013-2014 Year-Over-Year Growth Rate Source: Flurry Analytics Lifestyle & shopping Utilities & productivity Messaging social Health & fitness Travel Sports News & magazines Music media & entertainment Games 0 50% 100% 150% 200% AVERAGE 76%
- 7. For more information get in touch on 020 7112 4949 or visit sonovate.com UK App Developer Market According to research from Google, the UK is the largest app developer market in Europe and accounts for more than a third of revenues generated from mobile software across the region. Estimated to be growing at approximately 27% each year and be worth in excess of £5.5 billion by end of 2015, the UK app market is driven by an increase in enterprise and B2B apps, strong growth in startups, rise of mCommerce & monetising apps and the broader appification of services. More than half of UK app companies are based in Greater London (31%) and the South East (24%), although outside London & SE there are several app startup hubs located in Brighton, Cambridge, Birmingham, Bristol and Edinburgh. Data from VisionMobile's UK App Economy 2014 report estimates that around 75,000 people are employed as professional app developers & designers in the UK with around 305,000 people employed in other roles (sales, marketing, finance etc) by app companies. UK app companies are expected to increase their developer team size by 7% in the next 12 months, based on the UK App Developer survey of 300+ developers that VisionMobile conducted in May 2014. This translates to a demand for 5,250 new developer jobs among app companies. With a healthy app development market there is demand for non-technical roles such as sales, marketing and project man- agement. As companies mature, they seek to add entrepreneurial and commercial skills. Approximately 30,000 new jobs will be created in the UK in the next 12 months because of app companies. 31% 24% 5% 8% 9% 10% 5% 5% 2% 1% Distribution of app companies across UK Data based on companies house data
- 8. For more information get in touch on 020 7112 4949 or visit sonovate.com App Development Market Employment Figures For the 6 months to 1st February 2015, IT jobs within the UK that cited ‘Mobile Developer’ in their job title mentioned the following IT skills in order of popularity. The figures indicate the number of jobs and their proportion against the total number of IT job ads sampled with Mobile Developer in their job title. Top 10 Related IT Skills 1 Apple iOS 2 Android 3 Mobile App 4 iOS Development 5 Android Development 6 Agile Software Development 7 Objective-C 8 HTML 9 JavaScript 10 Java Top 10 Sectors 1 Finance 2 Retail 3 Games 4 Back Office 5 Marketing 6 Financial Institution 7 Automotive 8 Automotive 9 Publishing 10 Multimedia Top 10 Programming Languages 1 Objective-C 2 JavaScript 3 Java 4 C# 5 SQL 6 C++ 7 PHP 8 ActionScript 9 ActionScript 3.0 10 XAML Top 10 Development Applications 1 Git (software) 2 Xcode 3 Subversion 4 Appcelerator Titanium 5 Ant 6 Eclipse 7 JIRA 8 Jenkins 9 Maven 10 Cucumber Source: IT Jobs Watch
- 9. For more information get in touch on 020 7112 4949 or visit sonovate.com The next wave of tech to connect with and rival your Smartphone Wearables Only 9 percent of adult Internet users own a smartwatch and just 7 percent have a smart wristband, TechCrunch reported. At the moment, wearables haven’t broken out of a fairly narrow niche — typically a young, expensive niche. They’re more popular with men than with women, with those age 25 to 34, with affluent users and with those in the Asia-Pacific region acording to GlobalWebIndex. Fitness Trackers Expect several more wearable hybrid devices that combine activity tracking with smartphone notifications. Companies like Sensoria are making everything from socks and sports bras to fitness shirts that can monitor your heart rate and other data. However Fitness trackers, such as the Fitbit or Jawbone days may be numbered. Many next-generation smartphones are shipping with the ability to track steps, calories, heart rate and more, which industry experts say could make fitness trackers obsolete. Augmented Reality (AR) Four years have passed since augmented reality (AR) apps for smartphones started appearing in app stores for consumer use. Conde Nast Traveler was one of the first to use a simple version of AR with its app guides for four popular tourist cities, expect more of such apps to be made available in the market in the years to come. In-Built Projector Future smartphones will be turned into an interactive gaming consoles without a need for a TV screen; all you’ll need is a flat surface. The technology already exists with Samsung Galaxy Beam, but with ever-im- proving technology, issues such as the amount of the light emitting from the the projects will be reduced, making projectors a part of a new smartphone experience. Connected Cars The IoT-enabled “connected car” turns the vehicle itself into a hub for an entire eco- system of connected services that offer consumers a wealth of benefits from mobile hotspot, over the air updates, greater infotainment, safety and security and usage based insurance options. What’s more, a new report claiming that Google has plans to integrate its operating system directly into vehicles in 2015 makes it very likely that the next big platform war is going to take place behind the wheel.
- 10. The Future for Businesses: Final Thoughts Each wave of technology creates new businesses. Life magazine was created out of photography in the same way that Buzzfeed was created from the internet and social media. As the growth of mobile is not constrained to one vertical, in this instance the media industry, mobile is remaking industries with Uber (transport) and AirBnB (travel) as two of the biggest innovators in the “sharing economy”. With increasing numbers of products being offered with an app - from toothbrushes to tour guides, businesses are using mobile as a platform to extend their brand reach and engagement. Forecast to contribute £31bn to the UK economy by 2025, the app development market alone offers recruiters a wealth of opportunities to make a valuable contribution. For more information get in touch on 020 7112 4949 or visit sonovate.com
- 11. Reference Shelf: Apple Press Release Asymco Benedict Evans comScore MobiLens Futuresource Consulting Gartner GlobalWebIndex GlobalWebIndex health.usnews.com Hongkiat IAB / PwC IT Jobs Watch ITU, a16z Recombu Samsung Galaxy Beam Sensoria Smart Insights Smartphone Market Statista Techcrunch The Guardian VisionMobil Wall Street Journal For more information get in touch on 020 7112 4949 or visit sonovate.com
- 12. For more information get in touch on 020 7112 4949 or visit sonovate.com 383 Project 1000heads 360i 8th Light Abacus e-Media Abbott Mead Vickers BBDO Adam & Eve/Ddb Add People Adido Adtrak LLP Affinity New Media Agency Republic agenda21 AIA Worldwide ais London AKQA Albion All of Us Amaze AnalogFolk Apadmi Ltd Appitized Apptivation Architect Arnold Jones Associates Design Axonn Media Ayima B–Reel BAE Systems Applied Intelligence Barrett Dixon Bell Bartle Bogle Hegarty Beta BETC London Beyond Big Big Al's Creative Emporium Big Bit Ltd BJL Blonde Bloom Agency Bloom Worldwide Blue Chilli Group Blue Mungus BMB Branded3 Brass Bray Leino Bright Blue Day Brightec Brothers and Sisters BWP Group CACI Campbell Hay CDS Digital Cheethambell JWT CHI & Partners Click Consult Code Computerlove Cognifide Copeland & Charrington Creature London Critical Mass CTI Digital Cube3 Cyber-Duck Cygnus Associates DabApps Dare Digital Deeson Delineo Deloitte Digital UK Designate Dewynters DigitasLBi DLKW Lowe dnx Drummond Central e3 E3 Creative Ebay Enterprise Eire Soft Elmwood Endava Engine Enigma Interactive Enter Epiphany Equator equimedia Limited Essence Digital Fallon London Fan Studio Fifth Ring Five By Five Fold7 Foolproof Fox Communications Fox Kalomaski Crossing Freestyle Interactive Fresh Egg Fresh Group Fueled Fullsix UK Future Platforms G2G3 Digital Golden Gekko Golley Slater Group Grand Visual Grass Roots Group Gratterpalm Green River Media Greenlight Grey London Group FMG Gutenberg Networks UK Harvest Digital Havas Worldwide London Haymarket Network HeathWallace Holler Hometown London HRG UK Huge Hugo & Cat Hunterlodge Advertising IBM Interactive Experience iCrossing Inferno Innocean Worldwide UK Intellectsoft Group Intermarketing Agency Investis. iProspect Iris iris Worldwide Isobar IsobelJavelin Group Jaywing Jellyfish Group JJ Marketing Joint Juice JWT London Karmarama Keepthinking Kitcatt Nohr Kotikan Krow Communications Lab Latitude Digital Marketing Latitude Group LBi Lean Mean Fighting Machine Leighton Leith Leo Burnett Libertine Light Maker Linney Design Locassa Ltd Lowe Profero M&C Saatchi UK Group MadeByPi MB Advertising & Marketing MBA McCann Erickson McCann Manchester Mcgarrybowen Media Agency Group Mediacom METIA Michon Mind Candy Mindshare MMT Digital Morris Hargreaves Mcintyre Mother Mr B & Friends MRM Meteorite MSL Group Mubaloo Limited MWO Navigate Digital Neo@Ogilvy neoworks Net Media Planet Netcel New Bamboo New Gen Apps Nodes Oakley Mobile Ltd Ogilvy & Mather Omobono One Two Four Optima Graphic Design Consultants Ltd Orange Bus Orchard Media and Events Group Ltd Outside Line Pancentric Pancentric Digital Parker Design Consultants Partners Andrews Aldridge Pod 1 Poke Portable Pixels POSSIBLE Precedent Principles Agency Proctor + Stevenson Propellernet Proximity London Publicis QBurst Quiet Storm R/GA London Radioville Rainey Kelly Campbell Roalfe/y&r RAPP Rare Creative Group Rawnet Razorfish Reading Room Realise Recipe Red Bee Media Redweb Refinery Marketing Communi- cations Refractiv Rippleffect RJDA Rokk Media Rufus Leonard S3 Advertising Saatchi Masius Salmon SapientNitro Selesti Shout Sigma Consulting Solutions Silverbean Souk Southpaw Spindrift Stein IAS Stickyeyes Stink Strawberry Studio Output Studio Six Summit Syzygy 300 creative agencies you should be working with in 2015
- 13. For more information get in touch on 020 7112 4949 or visit sonovate.com Tag Worldwide Tangent Snowball Tangible TappCandy TBG TBWA UK Tech Endeavour TH_NK The Agency The App Business The App Developers The Bank The Big Group The BIO Agency The Black Arts Company The Blueberry Wave The Brooklyn Brothers The Distance The Lane Agency The Purple Agency The Real Adventure The Red Brick Road The Specialist Works Think Think Jam Threepipe Ltd Torpedo Tribal DDB Worldwide Tribe Brand Communication Tribe Communications True North TTMV Tullo Marshall Warren twentysix Twofour Group Uber Uniform Union Unit 9 Ustwo Valtech VCCP Verbat Technologies Vertical Leap VML Volume WAA Walker Agency Waracle Watson Phillips Norman WCRS We Are Social Whitespace Wieden & Kennedy WMG Wordley Work Club Workbrands WPR Wunderman UK Wyatt International Ltd Xibis Ltd Zazzle Media Zone 300 creative agencies you should be working with in 2015 Version 1 © Sonovate 2015 Find out more about FinTechs explosive growth and the key recruitment opportunities for 2015 in our QuickView. Download your copy today. www.sonovate.com/fintech-quickview/