Ben Lorica

O'Reilly Media Researcher

U.S. iTunes Appstore: Lessons from The First 30 Months
19 minutes, 9mb, recorded 2011-02-16
Ben Lorica


At the 2011 Tools of Change conference, Ben Lorica analyzes the life of an app from both a consumer and business perspective. From what kinds of apps are most popular (games) to what kinds of apps stay popular the longest (games again), Lorica explains the statistical trends that apps face on the market and how factors such as price, universality, and newness affect profit.

Not only is free the best option from a downloader's point of view, but businesses generate high amounts of revenue from free apps, too. After that, however, the pricing issue gets a bit fuzzier, and Lorica presents both positive and negative effects of dropping prices while remaining above the 'free' line. He also explains how popular apps remain popular and how, out of hundreds of thousands of apps, the newest receive the most attention, though few apps remain popular beyond their first month.

In this speech Ben Lorica gives a clear picture of how and why apps gain popularity. To make that picture clearer, he also gives facts and figures of apps, split both by categories like reference, games, and music, and by either iPhone or iPad. 


Ben Lorica is a Senior Analyst in the Research Group at O'Reilly Media, Inc.. He has applied Business Intelligence, Data Mining and Statistical Analysis in a variety of settings including Direct Marketing, Consumer and Market Research, Targeted Advertising, Text Mining, and Financial Engineering. His background includes stints with an investment management company, internet startups, and financial services. At O'Reilly, Ben works on custom research and consulting projects, open source data warehousing and analytics.

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