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Introduction
To define a technical mobile device strategy for Global Blue Traveller App, we can refer to a
range of data sources and trend reports to inform recommendations. This report uses
analytics from a variety Global Blue digital properties, such as mobile usage reports for
Global Blue traveller website and mobile apps analytics . Where necessary, the data is
enriched with additional cross-sourced information, to obtain the desired insight.
Additionally, global mobile trends and analysis are also referenced.
Visits
Operating System
Percent
493,426
Apple iOS (All OS versions)
84.20%
30,100
Android 4.2 (Jelly Bean)
5.10%
24,294
Android 4.0 (Ice Cream)
4.10%
19,105
10,858
3783
1,884
1,716
1312
696
3.30%
1.80%
0.60%
0.30%
0.30%
0.20%
0.10%
Now looking at a breakdown by device form factor in Figure 2 below, we see significant
volume of phone and tablet devices, with less than 3% of visitors using a crossover device
(aka phablet). Tablet usage seems high, however, globalblue.com is primarily an
information site, which aligns with a common use-case for tablet devices - looking up
information from the home.
To better understand tablet usage in context Global Blue traveller apps - we can refer to
app reports for the same reporting period (Q3 2014), shown in Figure 3 and Figure 4 that
follow.
Figure 3 - Mobile App Sessions from Top-20 Android Devices, by Form Factor
source: Flurry Android report for Global Blue App
From 15,815 mobile app sessions on Android, zero originated from a tablet device. Nearly
three quarters came from a phone, with the remainder originating from a crossover device.
Figure 4: Mobile App Sessions from all iOS Devices, by Form Factor
source: Flurry iOS report for Global Blue App
For Apple iOS Apps, we see the majority of app sessions originating from phones, with just
over 10% from tablets. iPhone 6 - Apples first crossover device - is not represented, as it
was not released until Q4 2014, outside of the reporting period.
Together, Figures 3 and 4 show very limited usage of tablet devices. This can be explained
by the task-based nature of these applications, and the context of use during travel, where
its much more likely consumers will carry a smaller device.
Collectively, the data suggest that phone is the dominant form factor, and Apple devices are
a priority target device. Of course, Android devices represent a significant volume, and
must also be well supported, but it stands to reason that Apple devices receive the initial
focus.
Figure 5 below shows Apple device usage trends over 13 months (Sep 2013 - Nov 2014)
published by mobile analytics provider mixpanel. This data aggregates 491 Billion records
collected globally from apps with mobile analytics provided by mixpanel. While this data is
not region or segment specific, its a normalised view of overall iOS device trends.
This report shows the normal decline of discontinued iOS devices (iPhone 4S, iPhone 5)
and the rapid and steady adoption of the latest offering (iPhone 5S). Note that iPhone 6
device adoption is not easily reportable at time of writing, however, mainstream media
reporting suggests record sales, suggesting similar trend for the product release.
Figure 6: Operating System version adoption for Apple customers using the App Store
source: https://developer.apple.com/support/appstore/
These product lifecycle and operating system adoption trends are typical of the Apple
ecosystem.
Figure 7: Operating System version adoption for Android customers using the Google Play Store
source: http://developer.android.com/about/dashboards/index.html
Further fragmentation exists among the Original Equipment Manufacturers (OEMs) where there
are several leading device manufacturers (Samsung, LG, Sony Ericcson, HTC, Nokia,
Blackberry, etc.) as well as many smaller manufacturers emerging throughout Asia.
Combine this with Googles decidedly open ecosystem creates a device landscape that is
unpredictable and filled with extreme variability. Nailing down a support strategy is a much more
challenging proposition.