Commissioning Apps - An Entertainment Category Checklist
-
Upload
melissa-firth -
Category
Technology
-
view
890 -
download
0
description
Transcript of Commissioning Apps - An Entertainment Category Checklist
![Page 1: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/1.jpg)
ABC Digital Business
Commissioning and Building Apps An Entertainment Category Checklist
![Page 2: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/2.jpg)
ABC’s commercial mobile development
2005 - 2009
ABC For Kids
-World first pre-
school mobile
channel on
3 Mobile
2010 2011 2012
News, kids and
entertainment
content
syndicated to
multiple telco,
media, and retail
partners
iOS:
Beached Az
ABC For Kids
iOS:
Phillippa Finch
Spicks Quiz
Angry Boys
Bananas in Pyjamas
iOS:
Bananas in PJs
Randling
Android:
Story Cloud
![Page 3: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/3.jpg)
Source: App Annie 2012
Australia not a small market for apps - 6% of paid market where UK is 8%. Nevertheless, difficult to be profitable.
![Page 4: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/4.jpg)
• Loved and trusted Australian kids brand
• Over 400k accumulated users
• 49,000 uniques per month
• 10% conversion – iTunes click-throughs
Commercial Success
![Page 5: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/5.jpg)
• Huge viral hit
Commercial Success
• Huge viral hit
• Young male audience
• Early technology adopters
• Eps, Game, Sound board
• Inexpensive build
![Page 6: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/6.jpg)
• #1 in Paid Entertainment
• Good engagement:
• 14,000 sessions June
Critical Success
• 14,000 sessions June
• 422 avg daily users
• 10mins avg session
time
• IAP quiz packs very popular
• High dev costs affect
profitability
![Page 7: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/7.jpg)
• FREE at launch
• Over 50k installs in 1st Month
• Simple but feels rich
• Uptick in other Bananas apps
as customers explore
• Better ratings when free –
price big factor in customers’
perceived value equation
Critical Success
![Page 8: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/8.jpg)
App Install Trends
Installs follow very similar trajectory regardless of pricing strategy. Apple promotion creates large spike at launch.
![Page 9: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/9.jpg)
In App Purchase behaviour over same period
![Page 10: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/10.jpg)
The checklist for commissioning apps
Photo credit: Art Alahay
![Page 11: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/11.jpg)
1. Have a clear idea what you want to achieve
• What behaviour do you want your audience to exhibit on encountering your brand in this space?
– Who are they? What will THEY want from your brand?
• Engagement via digital channels?
– Keep it simple
– Consider the app part of your marketing budget and scale – Consider the app part of your marketing budget and scale
development accordingly
– Include snippets of free content
• Brand awareness?
– Choose a cheaper channel
– Where you have more control over findability
• If you do want to generate revenue for the brand, go in with eyes open...
![Page 12: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/12.jpg)
2. Choose a business model that makes sense
for the medium
![Page 13: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/13.jpg)
FREE
• Most popular with
App Store
audiences
• Possibly even more
important than
quality??!
FREEMIUM
• Make sure you have
enough “mium” to go
with the free
• Teaser content drive
to paid content
• In App Purchase
• Run FREE sales
PAID
• Works in some
instances
• Needs a large
addressable audience
(global)
• With the means
to market to them• Run FREE sales
on app and still
monetise
• IAP content
MUST be
meaningful and
desired
• Content owners could
consider global
licensing to 3rd parties
along with other
content
![Page 14: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/14.jpg)
3. Control costs tightly
• Native app dev very expensive compared with the potential for direct revenue
• Look for Minimum Viable Products that will satisfy audienceaudience
• Sacrifice notional equity and partner with your developer for a revenue share
– You can share IP, or retain IP
and split revenue only
• Added advantage -- developer more invested in the product, rather than just the project – can lead to better outcomes
![Page 15: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/15.jpg)
Engaging development partners on
a work for hire basis...
• Dedicate your own product owner or producer to the project
– Give them decision-making authority and responsibility
• Look closely at development partner’s project management processes and practice
– Dedicated producer/PM is critical
• And QA practices • And QA practices
– Ask for detailed test plans as one of the deliverables
– Do they automate testing?
– Use an online tracking tool for bug reporting.
• Agree number of rounds of changes you can have for your budget
• Include analytics implementation as a deliverable
![Page 16: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/16.jpg)
4. Reserve budget for post-release and
measure user behaviour
• Spend time determining the audience behaviour you will measure early on in the build
– Step through your app wireframes to do this
• Implement and test the analytics before release• Implement and test the analytics before release
• Don’t spend all your budget getting to launch – release with an MVP
• Do spend time interpreting the results – you’ll learn where you should be putting the rest of your budget
![Page 17: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/17.jpg)
5. Remember your app is a product, not a project
• Monitor user behaviour
• Optimise the app based on user behaviour and feedback
• Actively manage app pricing and promotions
• Actively use social media
if every app is a startup –if every app is a startup –
viral is your main driver
of growth
![Page 18: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/18.jpg)
The Checklist Recap
1. Have a clear idea what you want to achieve, how you want audiences to act
2. Choose a business model that makes sense for the medium
3. Tightly control the development costs (and/or consider rev share partnerships)
4. Reserve budget for post-release and measure user behaviour
5. Remember your app is not a project, it’s a product. Resource its ongoing management.
![Page 19: Commissioning Apps - An Entertainment Category Checklist](https://reader033.fdocuments.us/reader033/viewer/2022061205/548122605906b5136d8b460f/html5/thumbnails/19.jpg)
Thank you
@mslissa
Melissa Firth
ABC Digital Business