Tag Archives: deloitte

Deloitte Identifies the Killer App

If you are thinking of developing a mobile app, particularly one associated with a brand name, then you’ll want to read Deloitte’s latest research into killer apps. In less than a dozen pages, it has some great data, mini-case studies and plenty to think about.

Here are a few of the nuggets:

  • 45% of smartphone owners download an app at least once per week.
  • but less than 1% of the apps associated with a “brand” have been downloaded a million times (which seems to be the metric for success in the app world).

If you want your app to succeed, there are two broad areas that do well – “time killers” and “utilities”. Games are good examples of time killers but Audi and Volkswagen’s driving games are some of the few that have done well. In the utility space, Kraft’s iFood Assistant has also been a hit.

Looking at apps that do well and are successful, these typically employ five functions to engage the user – portability, the accelerometer, sophisticated touch screen use, location-based services (GPS) and the camera. Using these are no guarantees of success but they certainly help.

Of course, it helps if you know your user. Deloitte has broken down iPhone ownership by employment type revealing three big groups:

  • 25.2% – Professional and higher technical work
  • 22.6% – Manager and senior administrator
  • 19.3% – Clerical

In the end, Deloitte reckons that there are four ingredients for branded app success.

  1. Offer useful functionality
  2. Know how to manipulate app store ratings
  3. Target the platforms used by the brand customers
  4. Use additional smartphone functionality

The full report can be downloaded from Killer Apps – The Promises and Pitfalls of a Smarter World.

Innovating for a Digital Future

Over the past year, Deloitte have publish a short series on digital leadership and are wrapping it up with the final edition “Innovating for a Digital Future”.  Each publication looks at the different challenges facing leaders in the digital era particularly in the technology, media and telecoms industries.

This last one examines the challenges around innovation and how it’s possible to be innovative particularly within large organisations that feature heavily in the technology and telecoms arenas. Doing the research for the publication, Deloitte found three unexpected paradoxes.

1. Innovation is a social sport. It is not the preserve of “lone geniuses” yet it requires lone geniuses working effectively with others to make it work.

2. Innovation is somewhat anarchic and organisation can impede it. Innovation rates substantially increase when there is a large population of people, yet large organisations do not appear to gain an innovation premium. The construct of the organisation itself is in many ways anti-innovation.

3. “Good” failure is critical to the innovation process. For innovation to flourish organisations need to embrace failure, yet not many chief execs would survive if they made failure a virtue.

The research further suggests that leaders need to work across four areas to develop organisations that can successfully innovate.

1. Strategy and vision
2. Environment and culture
3. Organisation and design of work
4. Leadership and talent

Each of these areas is explored over a couple of pages and there are case studies as well. If you’ve done a Degree or Masters in management, you’ll find much of it familiar but there’s the odd nugget in there. For instance, the question is posed, “Innovation should have real monetary value attached to it. How many executives in organisations received bonuses based on innovation metrics?”

Overall, worth spending 15 mins to run through the material and see if there’s anything of interest. Also might be quite a good primer if you are trying to get innovation off the ground in your organisation.

The previous editions, “New Shapes and Sizes” and “Leadership at All Levels”, are still available for download as .pdfs.

Deloitte’s 2011 Teaser Predictions

Deloitte’s Technology, Media and Telecommunication’s practice have given a sneak peak of their global predictions for 2011.

First up, over 25% of all tablets bought in 2011 will be purchased by businesses, with retail, healthcare and manufacturing purchasing over 10 million. Initially, the use of tablets in business will be by people who have brought their own device into work but by the end of the year, businesses will be buying for employees.

Secondly, less than 50% of all “computing devices” sold in 2011 will be traditional PCs and laptops. Peter O’Donoghue, head of Deloitte’s technology industry practice, adds: “In 2011, more than 50% of computing devices sold globally will be smartphones, tablets and non-PC netbooks. 2011 will mark the tipping point as the growth of applications for non-PC items outstrips traditional software sales and consumers embrace a wider variety of devices.”

When you consider that PC sales will hit 400 million in 2011, you suddenly realise how big the non-PC market has become, that it’s grown from almost nothing in only a few years and that the growth is likely to continue at the expense of the PC market.

Finally, Deloitte is of the opinion that no single OS will dominate the smartphone or tablet market. The top 5 operating system developers have plenty of cash to keep the OS wars going through 2011.  The top 5 aren’t named but I’d guess that it’s Google, Apple, RIM, Nokia and Microsoft. Deloitte points out that this fragmentation causes problems and additional cost for application developers, media companies and IT departments.

The full report will be released on Wednesday 19th January.