Post on 13-Mar-2018
Marketing in the App Economy
presented by Stefan Wagner, mvolution GmbH
Berlin 06. March 2013
Copyright mvolution GmbH 2013
Founded in 2005 --> far too early for App Economy
We are an App Development Agency!
We develop & operate an Itinerary Platform: travelload
What and who is mvolution?
Copyright mvolution GmbH 2013
Copyright mvolution GmbH 2013
Copyright mvolution GmbH 2013
References
App Development
References
travelload platform
What is an App Economy?
Devices
Manufacturer (Apple, Samsung, HTC, RIM, Nokia ...)
OS
OS (iOS, Android, Windows 8 ...)
Apps
Developer (mvolution ...)
App Stores (iTunes, Google Play, Amazon ...)
Market Places
(App) Marketing Image: http://www.amazon.de/App-Economy-Millarden-Markt-Dr-Ansgar-Mayer/dp/3868801332
Services
Provider (Lufthansa, Paypal, travelload, Ebay, MyTaxi ...)
Copyright mvolution GmbH 2013
1. You need a product...
Production
= Product
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… from Web to App
User Experience
Design-Thinking
Usability Engineering
Content Availability
Interfaces (API‘s)
The challenge (most of the time)…
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First: Mindmap and note
Mindo
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Marketing
External Expert
Internal Project Manager
Sales
Internal IT
Workshops with stakeholders
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Rough idea visualisation
Whiteboard
Cards
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Concept with Mockups
http://www.balsamiq.com/products/mockups
Balsamiq
Stencil kit
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Detailed concept with PSD & PPT
Powerpoint
Photoshop
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I hate word.doc(s)
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Rapid prototyping
Blueprint
Dapp
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Coding on SDK‘s (iOS, Android,...)
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2. You need a price point and...
Price &
Business Model
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Whats the business model & price?
One time payments per download
In-App purchase for virtual goods
o One time (add level, feature)
o Subscription (Services oriented)
Through advertising
o iAd, Google, Smaato...
o Sponsorships
B2B licensing (Corporate Travel App)
M-Commerce (HRS, Shopgate...)
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Whats the business model & price?
1 month
12 months
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3. You need to distribute it...
Place
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App Stores as distribution channel
Image: http://techcrunch.com/2011/12/20/distimos-year-end-report-shows-why-developers-love-ios-iphone-4x-android-revenue-ipad-2x/
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App Stores as distribution channel
So investment strategy is clear?
Not for every App.
There are reasons to invest in other OS.
We still invest in BlackBerry!
App ranking is important
Image: http://www.distimo.com/blog/2012_05_quora-answering-series-download-volume-needed-to-hit-top-25-per-category/
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4. Customers need to know about...
Promotion
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iAd & Co.
The Mobile Marketing Association (MMA) Guidelines
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Viral Marketing
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Use of data for Infographics
Image: http://blog.foursquare.com/2011/11/22/planes-trains-and-automobiles-an-infographic-of-travels-on-foursquare/
Gamification
Copyright mvolution GmbH 2013
Thank you for listening
Stefan Wagner CEO & Founder
mvolution GmbH
+49 176 30030080
s.wagner@mvolution.de
www.mvolution.de
www.travelload.de