Michael Kirsch Final

mlyk consulting.mlyk consulting.

Michael [email protected]

www.mlyk.com


1. Development Platforms



2. Distribution(App Stores / Marketplaces)



2. Distribution(App Stores / Marketplaces)

3. Monetization


Platform = Stage

How to choose a mobile development Platform?


Platforms


1M 40M 200M 50M 30M 1B


Java ME 1B

1M 40M 200M 50M 30M 1B

Flash Lite 500M

Web 1B


iPhone changedthe game


Why iPhone matters

S60

Sold units

200M


Why iPhone matters

S60

Sold units

200M

iPhone 40M


Why iPhone matters

S60

Sold units

200M

iPhone 40M

% flat-ratedata plan

x 0.15


Why iPhone matters

S60

Sold units

200M

iPhone 40M


x 0.15 =

PotentialCustomer

30M


Why iPhone matters

S60

Sold units

200M

iPhone 40M


x 0.15 =

PotentialCustomer

30M

x 1.00


Why iPhone matters

S60

Sold units

200M

iPhone 40M


x 0.15 =

PotentialCustomer

30M

x 1.00 = 40M


Why iPhone matters

S60

Sold units

200M

iPhone 40M


x 0.15 =

EducatedCustomer

3M

x 1.00 = 24M

% knowsabout Apps

x

x

0.10

0.60


Does Java matters?

S60

Sold units

200M

iPhone 40M


x 0.15 =

EducatedCustomer

3M

x 1.00 = 24M

% knowsabout Apps

x

x

0.10

0.60

Java ME 1B x 0.01 x 0.10 = 1M


The initial User experience of your appon a E65


Purchase Decision!


OK – and where is the game i just downloaded?


Nokia OVI Store supports50M devicesat the moment


Purchase Decision! Select your payment methode.


The initial User experience of your appon an iPhone


Purchase Decision!


App Stores / Marketplacessolves 2 problems


A distributionsolution


A paymentsolution


for both user and publisher


1.0 billion apps installed



40 million devices



40 million devices

/

=

25 apps in every device


50k apps published


Gravitytanksurveyed804 smartphone users, 301 of whom ownapp-enabled phones(eitherApple’s iPhone orHTC’s G1)


48% download a program once a week

48% using Apps at least 30 min per day

32% to play less with game consols and more with the mobile

31% say they less read newspaper

28% they watch less TV or use the mp3 player


App Store does notsolvemarketingfor you


How to choose a platform?


How to choose a platform?Do what you know- learn the platform



Think distribution and monetization first- technological possibilities second




Choose mobile web- if possible



Choose mobile web- if possible

Do for current hot top devices- not for everybody, not for the past or the future



The platformisa stagethat definesan audienceyou reach


App Stores / Marketplaces

Distribution


Overview


Monetization


MonetizationPrices range between $0,79 to $999

AppStore provides 70% payout sold over iTunes

Android market 70% payout paid by Google checkout

OVI 70% payout if paid by Credit Card, if pay via the mobilephone bill it is 30% payout


MonetizationIn-App advertising


Monetization

In-App advertising


MonetizationIn-App advertising

In-App Purchases (virtual goods, subscriptions)

Branded App

LITE version App then charge for more features and functionality


Q&A


Thank you very muchfor your attention!

Michael [email protected]

www.mlyk.com

Michael Kirsch Final

Technology

Transcript of Michael Kirsch Final