Mobile Talent - Where are we headed ?

April 2013

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All the information contained in this report is obtained through proprietary technology aggregation algorithms, human experts, network of domain experts, discussions with industry leaders, public and confidential information sources believed to be reliable. Talent Neuron makes no representations or warranties regarding the errors, omissions or completeness of any information contained herein and shall have no liability for the same. The report is provided solely for informational and marketing purposes and opinions must not be construed as advice, recommendations or endorsements. The reader of the report is advised to conduct an independent evaluation and form conclusions with respect to the information provided.

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Location Analysis

Understand the capability of each potential location and make data driven decisions on setup and expansion

Peer and Talent Insights

Understand the capability of each potential location and make data driven decisions on setup and expansion

Ecosystem Analysis

Understand the capability of each potential location and make data driven decisions on setup and expansion

Source: Talent Neuron website

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Forecasts

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Surveys

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Summary

Summary

Rapid adoption of smart phones, expanding m-commerce market and adoption of enterprise mobility solutions is creating significant opportunities in the mobile app space. The global m-commerce market is expected to touch USD 119 Billion by 2015, a 180% increase from 2012. In addition, enterprises have increased their adoption of Enterprise Mobility solutions driven by gains in operational efficiency, employee needs and peer pressure.

Mobile Application Market

The total number of global smartphone users crossed 1 Billion in 2012. Users are now spending over 2 hours a day using mobile applications, double the time compared to 2010 Currently there are over 600,000 apps available in Apples App Store and Google Play stores respectively

Revenues from mobile and tablet apps market in 2012-13 stood at USD 25.2 Billion. App stores recorded 56 Billion downloads with iOS platform having a 75% share followed by Android with 17%

Talent Supply and Demand

There were about 281,000 registered mobile developers in 2012. 57% of these developers have iOS skills and 32% have Android skills
However, job posting for mobile developers have doubled over the last two years, while the number of registered developers has increased by only 13%. This has led to a significant demand supply gap Graphic Design, iOS, Android, HTML 5, UX/UI, Windows 8 SDK etc. are some of the key skills that will witness talent shortages in the next 2-3 years
4

Summary
What are companies doing to bridge the demand supply gap?
Companies are following a three pronged approach to bridge talent gap a) Leveraging Global Talent Hot Spots To Tap Key Skills

Summary

Large organizations are leveraging global locations (outside of the US) such as China, Israel and Europe which have availability of skilled talent for development related activities

Companies are setting up centers in the APAC region for predominantly testing and other support work (increase capacity for the core developers)
b) Acquiring For Talent And Capabilities Over the last 2 to 3 years leading companies such as Google, Zynga, Facebook, EA etc. have expanded their product portfolio and services portfolio by acquiring start-ups or smaller companies

In 2011, the total value of M&A deals in this domain was USD $18.8 billion, a 100% growth from 2010. The number of deals in 2012 grew by 16% compared to 2011.
c) Outsourcing Key Mobile Development To Niche Service Providers Companies are outsourcing high end work such as UI/UX design, prototyping etc. to niche service providers in locations within and outside of the US

Talent Neuron Viewpoint There is an intense competition for skilled mobile talent across the globe. In addition,
the dynamic nature of the industry is making it difficult for companies to find the right talent with updated skill sets. Changing job requirements, inability to meet compensation and benefits expectations and location related constraints are widening the supply demand talent gap. To mitigate the challenges, companies need to streamline their recruitment processes, provide on the job training to bridge skill gaps and aggressively use social media and mobile technology forums to reach further into the developer community
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Topics Covered in the report

Trends In Mobile Application Market

Agenda

Top 25 Global Locations For Mobile Talent Talent and Skill Set Availability For Developing Mobile Applications in Top 25 Global Locations M&A Trends

Leading Mobile Development Service Providers

Top Universities Which Offer Mobile Development Courses Key Challenges And Strategies For Recruiting Mobile Development Talent

Mobile Internet and e-commerce

Drivers

Rapid adoption of smart phones, expanding m-commerce market and adoption of enterprise mobility solutions is creating significant opportunities in the mobile app space
A Global smartphone users have crossed 1 Billion
Smartphone penetration vs. all mobile phones US Europe China 40% - 45% 50% - 55% ~ 60%

Rising demand for internet on the go

Global Use Of Mobile Vs. Desktop Internet Access

in Millions

Global Smartphone Users (in Millions)

CAGR = 23%

Mobile app usage was averaging about 1 hour each day in 2010, and it has now doubled to more than 2 hours

Top 3 global markets for smartphone shipments are China, US and UK

Global mobile data traffic is expected to increase by 66% annually for the next 5 years

Rapid adoption of mobile in Enterprises

Of Fortune 1000 companies are either deploying or piloting an enterprise mobility solution Of Fortune 100 companies have already deployed an enterprise mobility solution

Mobile e-commerce market is increasing exponentially

Global Mobile e-commerce Market (In Billion USD)
1.8 x

70%

30%

Key Reasons for Enterprise Mobility Adoption Cost savings due to increase in operational efficiency, reduction in infrastructure costs etc. Increase in productivity levels Employee requests / needs Peer companies are offering it

Over 50% of the smartphone users in the US, Brazil, Germany, France and Japan make a purchase at least once monthly on their mobile handsets On the go convenience and special discounts and offers are top reasons for purchasing on a smartphone

Source: Talent Neuron research and analysis; IDC World Wide Mobile Phone Tracker 2012; Oracle White paper Future of Talent Management; Strategy Analysis; PwC

Mobile Application Market

Apps Market

Revenues generated from Mobile and Tablet apps touched USD 25.2 Bn in 2012; Android applications accounted for about 58% of the mobile downloads
REVENUES IN 2012-13: USD 25.2 BILLION GLOBAL MOBILE AND TABLET APPLICATIONS MARKET: 2012-13

56 Billion Downloads

14 Billion Downloads

88 out of every 100 apps downloaded in 2013 is expected be from the Google Play Store or the iTunes App store

Source: Talent Neuron research, ABI research

Mobile Application Market

Apps Market

Apples App Store continues to dominate the app market; However with rapidly increasing shipment of Android handsets, Google Play is expected to dominate the app market in the coming years

100 50

In Million Units

TOTAL NUMBER OF APPS AVAILABLE BY PLATFORM

200 150

190
Nearly 2 out of every 3 smart phones shipped were Android devices

HANDSETS SHIPPED IN H1 2012

61

20
Android iOS

18

8
Bada

8
Windows

0
iOS Android Windows Blackberry

Symbian Blackberry

GLOBAL SMART PHONE MARKET SHARE BY OS Android leads the market

Popularity of Android Platform Is Expected To Rise Platform

Windows

2010

2012

2015

Blackberry

iOS

Android

Source: Talent Neuron research, Vision Mobile survey, Deloitte, IDC

Mobile Development Skills

Key Skills

Key Mobile Development skills are HTML development and Mobile App development for Android and iOS platform
% INCREASE IN JOB POSTINGS FOR KEY SKILLS IN 2013

Silverlight

Windows Mobile 5.0 SDK

Mobile VB (AppForge)

Android Market
eVB ActiveSync SOAP

bada SDK

Windows 8 SDK
JDE 3.7 4.01 C#

Samsung Apps Store

XAML

VB.NET
MS Embedded Visual Studio eVC

C/C++ Windows CE
MS SQL Server CE

iOS SDK

XML Flash

Android SDK

GSM/CDMA, GPRS NET Compact Framework

HTTP Microsoft Smartphone SDK

MS Visual Studio .NET 2003 and 2005

HTML 5
Satellite Forms

Cocoa Touch

Apple App Store

Java, C/C++
10

Source: Talent Neuron; These skills are based on Talent Neurons social media and job positing connectors and have been fla gged by intensity

Jobs Demand

Jobs Demand

Job postings for mobile developers have doubled over the last two years, while the number of registered developers have increased by only 13% which has led to a vast demand supply gap
ONLINE JOB POSTINGS FOR SMARTPHONE OS
Job Portal 1

MOBILE APPS JOB POSTINGS

Job Portal 2

TOTAL MOBILE PROGRAMMER JOBS POSTED

Job Portal 3

The number of global registered mobile developers is expected to increase by 13% till 2015 in 000
CAGR 13%

Mobile development jobs offered on Elance.com, doubled between the first quarter of 2012 According to Indeed.com, demand for iOS developers is growing at 30% and is expected to increase further in the next 2 years LinkedIn job data indicates that the demand for Android developers is high at 52%

Source: Talent Neuron, Talent Neuron Job Sites connectors

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Measures adopted by Companies to Bridge Talent Gap

To bridge the talent gap, companies are leveraging global talent Hot Spots, acquiring companies for talent, and outsourcing mobile development to niche service providers

Leveraging Global Talent Hot Spots To Tap Key Skills

Large organizations are leveraging global locations outside of the US like China, Israel and Europe to bridge talent gap Companies are setting up centers in the APAC region for testing and other support work

Acquiring For Talent And Capabilities

Over the last 2-3 years top companies such as Google, Zynga, Facebook, EA etc. have expanded their products and services portfolio by acquiring start-ups or smaller companies

Outsourcing Key Mobile Development To Niche Service Providers

Companies are outsourcing high end work such as UI/UX design, prototyping etc. to niche service providers

Source: Talent Neuron research, Talent Neuron Monitor

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Leading companies with development centers in Americas

Leading mobile development companies have development centers in the US

Global Locations

LOCATION Vancouver Boston Bay Area

COMPANY EA Twitter Google, Facebook, Disney, Gameloft, Whatsapp Google, Twitter, Flip board, Skype, Disney, EA, Pipedrive Imangi Studios Google, Twitter, Facebook, Foursquare Gameloft

San Francisco

Washington

New York

Tiburon
Mexico City Sao Paulo

EA
Google Google

Developers in Google center in Sao Paulo, focus on localizing products (such as Google maps) for the Brazilian market
Source: Talent Neuron Platform Note: List is not exhaustive
13

Leading companies with development centers in EMEA and APAC

Global Locations

Leading mobile development companies are increasingly leveraging emerging global locations in India and China for mobile development

LOCATION London Dublin Helsinki and Espoo Frankfurt Tallinn Whatsapp Beijing Shanghai Melbourne Bangalore Hyderabad

COMPANY Skype, EA Facebook Google, Rovio EA Skype Russia Opera Mini EA, Rovio EA Google, Zynga Facebook, EA

Source: Talent Neuron Platform Note: List is not exhaustive

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Global Top 25 locations for mobile development

Locations in EMEA and APAC have majority of the mobile development talent
America Cities 32% EMEA Cities 42%

Global Locations

(1/2)
APAC Cities 26%

Espoo

Dublin
Seattle Portland Bay Area San Francisco Toronto New York Austin

Warsaw

Moscow Beijing New Delhi Bangalore Tokyo Shanghai

London Munich Madrid Rome Amsterdam Raanana Tel Aviv

Sao Paulo Sydney

Talent in the APAC region predominantly work on Android platform and the availability of iOS and Blackberry developers in this region is low Over the last 2-3 years Finland, Tel Aviv and Moscow have emerged as key locations for mobile development
Source: Talent Neuron Platform Note: List is not exhaustive
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Global Mobile Talent Location Maturity

Cities in the US and EMEA region have a matured mobile development ecosystem
Global Location Maturity Map
10

Global Locations

LEADERS
Bay Area San Francisco Seattle Austin Toronto London Tel Aviv Portland Sao Paulo Tokyo Munich Espoo Amsterdam Moscow Sydney New York

Suitability for Mobile Development

CHALLENGERS

Madrid Kiev Dublin Raanana

Warsaw NCR

Bangalore
Shanghai

Beijing

EMERGING
0 25,000 50,000

Installed Mobile Talent

Leaders talent is able to undertake high end work such as UX, UI, Product Design, Product Architecture etc. The availability of skills is high and the cities have a mature mobile development ecosystem Challengers - talent predominantly works on development and testing activities. The availability of skills for development activities is medium and the ecosystem is maturing Emerging - talent predominantly works on testing and support activities. The availability of skills is low and the ecosystem is still nascent Source: Talent Neuron Platform, Primary Interviews, Appcelerator research

16

Global Mobile Talent

Top 25 locations have close to 55% of the mobile application development talent

Mobile Talent Global Locations

APAC 30% (103,910)

EMEA 25% (86,680)

Americas 45% (155,910)

Source: Talent Neuron Platform, Appcelerator research

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Mergers & Acquisitions

M&A

Acquisitions are mainly driven by talent gap; Large organizations are aggressively acquiring small application development firms for mobile development talent and expand their product portfolio
Company No of acquisitions since 2009 Locations of Acquired Companies Israel UK Bay Area Key Capabilities Added Through Acquisitions Mobile Advertising Photo sharing app Social gifting Location app HTML 5 Apps Mobile Advertising Server Technology Online video in Google Maps Touch typing in Android Facial recognition software Hand set technology Mobile payment service

Facebook

Google

12

Canada France Greece Israel USA

Twitter

UK Bay Area UK Bay Area Australia USA China Germany USA China UK Argentina

Mobile crash reporting app Apps for iPhone and iPad iPhone, iPad game publisher Mobile games development studio Social network creator Social games Video games Music games Social games Video games Facebook developer Online magazines
18

EA

Zynga

10

Disney

10

Note: Non Exhaustive Source: Talent Neuron research, Company press releases, Talent Neuron Monitor, Talent Neuron Public Profiles Connectors

Mergers & Acquisitions

The M&A market for Mobile apps have grown substantially in the last two years
Mobile Apps M&A deals by quarter

M&A

Mobile merger and acquisition activity increased significantly last year and is expected to maintain momentum in 2013 In 2011, the total value of the deals grew by 100% from 2010 and stood at USD $18.8 billion

Source: Rutberg & Co, Company Websites, Talent Neuron Monitor

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Leading Mobile Development Service Providers - USA

Top companies are outsourcing work to niche mobile app developers (1/2)
Company
Sourcebits WillowTree Apps Y Media Labs Fuzz Productions Intelect Soft Tech Ahead Software LeewayHertz Applico Ebbex QBurst Mobisoft

Leading developers

City
San Francisco Charlottesville San Francisco

Employee Strength
350+ 175+ 150+

Key Clients
GE, SAP, Intel, MIT, P&G, Coca-Cola, Knocking, TwitPic General Electric, Johnson & Johnson Stanford University, Genentech, Budlight, Safeway,BBC and Lonely Planet L'Oreal, Jay-Z, The New York Observer E&Y, Universal Pictures, Diageo (Guinness), NHS, Jaguar, Land Rover, Bombardier Ducati, Porsche, P&G, Hallmark, Malibu,Chicago Bulls, Bumped.In Johnson and Johnson , McKinsey, US Army, P&G, GeoEye, Euromonitor AT&T, Toshiba, Asics, The Mayo Clinic, Texas Instruments, Philips, Pearson, GM Luness, Rocket Matter, University of Notre Dame Microsoft

Brooklyn
Campbell New York

30+
150+ 30+

Chicago
Boston Redding Kochi Houston Scranton

150+
150+ 30+ 175+ 150+ 30+

TCS, Travel Leaders, diestel, Push legal, Gooru Mimo, CATA, Yumm Photos

Appek Mobile Apps

Source: Talent Neuron research, Company Website Note: Focus on iPhone, iPad, Android

20

Leading Universities Mobile Development

Fresh Talent

With increasing demand for mobile development jobs, universities have started offering courses on mobile application development (1/2)
University
The Chang School-Ryerson University University Of Toronto San Diego State University Canada Stanford University

Course Offered
Mobile Application Developer Mobile Application Development Ipad/Iphone Mobile Application Development ;Android Mobile Application Development Iphone Application Development Course

University of Chicago
USA University Of California.Irvine The DePaul Johns Hopkins University Unoversity of Denver Oakland University University of Wisconsin whitewater UC San Diego Extension Digital Arts center

Mobile Application Development

Mobile Application Development Mobile Application Development Mobile Application Development For The Android Platform Mobile Application Development (Master's) Mobile Applications, Services And Development Apple iOS Developer University Program Mobile Applications Development

Microsoft and Nokia to invest $24 million in three-year AppCampus app development program in Aalto University at Finland
Source: Talent Neuron research; Talent Neuron University connector, University websites
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Leading Universities Mobile Development

Aalto University Malmo University University of Greenwich Sheffield Hallam University The Manchester College The Harvard Leeds Metropolitan university The University of Buckingham University of Bradford Glasgow Caledonian University University of Kent University of South Australia Charles Sturt University

Fresh Talent

With increasing demand for mobile development jobs, universities have started offering courses on mobile application development (2/2)
Mobile App Development Program Mobile Application Development Course: Mobile Application Development MSc Mobile Computing Applications Mobile Applications Development Mobile Operating Systems And Applications Msc Mobile Device Application Development Mobile Application Development Msc Mobile Applications Msc Advanced Computing (Mobile Application Development/Web Syst Msc Mobile Application Design Mobile Applications Development

Sweden United Kingdom

Finland

India

Graduate Certificate in Mobile Applications Development RMIT University-Australia Mobile Application Development

Deakin University
Australia Monash University Bharati Vidyapeeth University

Bachelor of Information Technology (Mobile and Apps Development) Mobile Applications Development B.Sc. Mobile Application Development

Source: Talent Neuron research; Talent Neuron University connector, University websites

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Talent Neuron View Point - Recruitment Challenges and Strategy

Talent Neuron Viewpoint

Companies need to adapt quickly and start using social media and mobile technology, fast track application processes and customized job descriptions to hire top mobile talent
Intense war for talent
Due to low availability mobile based skills, there is an high competition for talent among companies In addition, due to the dynamic nature of the industry finding talent with updated skill sets is becoming challenging

Changing job requirements

Every mobile solution/platform has a different job requirement Recruiters and HR teams need to understand the underlying mobile technology and requirements before writing job descriptions Not being able to comprehend location related trends is a key barrier. For ex. finding potential iOS developers in countries like China and India is lot more difficult compared to Android developers

Slack job descriptions coupled with training

Finding all the mobile development skills in one candidate is difficult due to the flux nature of industry. Hence stringent job descriptions will reduce the potential candidates pool Companies are offering training on the job to bridge skill gaps. This also helps to attract candidates

RECRUITMENT CHALLENGES

RECRUITMENT STRATEGIES

Compensation and benefits packages are not structured well

Compensation and benefits expectations of mobile developers is different from other functions Flex times, ESOPs, part-time work, rewards based work environment etc. are some of the benefits that need to be offered to candidates at the recruitment stage itself

Recruiting through social media and mobile technology

Leveraging social media channels such as social networks, micro blogging sites, videos, blogs etc. companies will be able to extend their reach into further into developer communities In addition companies are able to reduce recruitment times with mobile enabled careers pages, SMS notifications, specific job related apps etc.

Streamline recruitment process

Candidates usually have a black hole experience after applying for jobs. Companies need to ensure that recruiters maintain continuous communication with candidates Due to high demand, mobile developers could have multiple job offers in hand and hence its essential that candidate applications are fast tracked

Source: Talent Neuron Talent Outlook survey 2013, Talent Neuron Monitor ; Simply Hired Mobile Recruiting Outlook 2013, Monster Thinking, CIO Magazine

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4701 Patrick Henry Dr. Building 7 Santa Clara CA 95054 Phone: +1-408-716-8432 21, Waterway Ave, Suite 300 The Woodlands TX 77380 Phone: +1-281-362-2773

THANK YOU

69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout 5th Block, Koramangala Bangalore 560095 Phone: +91-80-41127925/6
11, First Floor, Paras Downtown Center, Golf Course Road, Sector 53, Gurgaon 122002 Phone: +91-124- 4378211/13

info@talentneuron.com www.talentneuron.com

@talentneuron

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Appendix

Few Acquisitions

M&A

Acquisitions are mainly driven by Talent gap, Large organization are aggressively acquiring small apps developing firms to get mobile talent (2/2)
Year
2011 2011 2011 2012 2012 2012 2012 2012 2012

Company
Rel8ion Snaptu Strobe Instagram Karma Spool Lightbox Tagtile Glancee

Country
Seattle Israel San Francisco San Francisco USA San Francisco London San Francisco San Francisco

Function
Mobile Advertising Mobile app developer HTML 5 mobile apps Photo sharing app Social gifting Mobile bookmarking and sharing content Android photo sharing app Customer Loyalty app Location app

Facebook

2013

Crashlytics Bluefin Labs Tweetie Whisper Systems

Cambridge Cambridge NA San Francisco

Mobile crash reporting app Social TV analytics Apps for iPhone and iPads Mobile focussed security service

Twitter

2013 2010 2011

2009 2009 2010

Gamestar Wideload Games Three

Shanghai, Wuhan Independent video game software developer Chicago Argentina Game developer Game developer

2010

Tapulous
Playdom Metaplace Inc Hive7 Rocket Pack Babble Media Acclaim Games

Palo Alto
San Francisco Bay Area New York California

Game developer
Online social network game Software platform for development of virtual worlds Facebook developer HTML 5 Gaming engine Online magazine Online games
26

Disney

2010 2010 2010 2011 2011 2010

Source: Talent Neuron research, Talent Neuron Monitor, Company press releases

Few Acquisitions
Year
2009 2010 2010 2010 2010

M&A

Acquisitions are mainly driven by Talent gap, Large organization are aggressively acquiring small apps developing firms to get mobile talent (1/2)
Company
AdMob Lab Pixies Agnilux BumpTop Zetwire Quiksee BlindType

Country
USA Israel USA Canada Canada Israel Greece

Function
Mobile Advertising Developer of personalized web gadgets Server Technology Desktop environment - Plans to revamp for new tablet Mobile payment service Online video in Google Maps Touch typing in Android

Google

2010 2010

2010 2011 2011 2011

2012 2010 2010 2010 2010 2010 2010 2011 2011 2012 2012 2010

Talknin PittPatt Motorola Mobility Clever Sense

Sparrow XPD Media Challenge Games Conduit Labs Dextrose Newtoy Inc Bonfire Studios Area/Code Floodgate Entertainment Buzz Monkey November Software Chillingo Firemint Playfish Mobile Post Production

USA USA USA USA

France China Austin USA Germany Mckinney Dallas New York Boston Oregon USA USA Melbourne London Gilbert, Arizona

Feedback platform for business Facial recognition software Protecting viability of Android Location based ads
E-mail application Game developer Online social games Music games HTML 5 Gaming engine Mobile game developer Game developer Social Game developer VideoGame developer Video Game maker Console gaming experience in mobile iPhone, iPad game publisher Mobile games development studio Social network creator Developer of cross-platform mobile games Game Helsinki Game studio
27

Zynga

EA

2011 2009 2011

Rovio

2012 2012

Right to game the Casey's Contraptions Future Mark Games Studio

Source: Talent Neuron research, Talent Neuron Monitor, Company press releases

Mobile Patents

Mobile Patents

Samsung owns the largest portfolio of patents and was one of the companies with highest percentage of patents issued in the last 5 years
Mobile Patent Portfolio of leading players
100%

Amazon Google HTC Apple

Panasonic

High Acceptance
RIM Samsung

Verizon

LG Qualcomm Intel Microsoft Sony

% of Patents Issued 2007-12

Medium Acceptance
50%

HP

Siemens Nokia

Low Acceptance
0 6,000 12,000

Cumulative Number of Patents Issued in the last 15 years

Source: Talent Neuron Patent Analyzer , Chetan Sharma Consulting-2012
28

Mobile Developer Salary - USA

The average mobile development salary in 2012 was about USD $76,000

Cost

In Thousand

An increasing number of organizations are looking for professionals with experience in e-commerce vehicles and in particular mobile products Salary paid for Android developers are slightly higher than iOS developers due to increasing demand Companies are being forced to increase wages, retrain software engineers, outsource work to third-party developers to meet the demand

Source: Talent Neuron Platform, Talent Neuron Surveys on Salary 2011, 2012

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4701 Patrick Henry Dr. Building 7 Santa Clara CA 95054 Phone: +1-408-716-8432 21, Waterway Ave, Suite 300 The Woodlands TX 77380 Phone: +1-281-362-2773 69 "Prathiba Complex", 4th 'A' Cross, Koramangala Ind. Layout 5th Block, Koramangala Bangalore 560095 Phone: +91-80-41127925/6 11, First Floor, Paras Downtown Center, Golf Course Road, Sector 53, Gurgaon 122002 Phone: +91-124- 4378211/13

THANK YOU

info@talentneuron.com www.talentneuron.com

@talentneuron

30