V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL Mobile Application Stores A developers...
-
Upload
jeffery-jenkins -
Category
Documents
-
view
221 -
download
0
Transcript of V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL Mobile Application Stores A developers...
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIALV1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Mobile Application Mobile Application StoresStoresA developers perspectiveA developers perspectiveKarl Good, Director of Applications, Truphone Karl Good, Director of Applications, Truphone 20092009
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Truphone backgroundTruphone background
•1st Mobile Voice App in Apples app store on day of app-store launch
•Millions of customers registered (significant proportion iPhone / iPod)
•Live products today, in OVI, Blackberry World, Android Market Place and Apples App Store
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Todays TopicsTodays Topics
•App store landscape today
•The good, the bad and the ugly
•“Free or not to be free” – that is the question?
•Marketing your products… Apple case study
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Where are we headed?Where are we headed?
“Phone differentiation used to be about radios and antennas and things like that. We think, going forward, the phone of the future will be differentiated by software.”
Steve Jobs, CEO Apple
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Challenge of equalityChallenge of equality
• Not all software created equal
• Not all app stores made equal
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
The Application Store The Application Store LandscapeLandscape
• What are App Stores?
• Who’s out there?
• What’s available?
• Where’s it all heading?
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
What are application stores?What are application stores?
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
What are application stores?What are application stores?
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
What are application stores?What are application stores?
• More like warehouses• One-stop distribution and management• Meta data – search keywords• Metrics on downloads, sales • Storefront service
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Wider App Store Wider App Store UniverseUniverse
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Who Really Counts?Who Really Counts?
Apple Computer Inc.
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Where’s it all heading?Where’s it all heading?• App store mania• “Owning the customer”?• Many stores, many apps means fragmentation• Customers go where apps are easiest to access…• Developers go where the customers are…and the
device / platform is fun to develop on.
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Wider App Store Wider App Store UniverseUniverse
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Apples App StoreApples App Store
• $99/year to join as a developer• Allows paid for applications, with a
royalty to Apple• 1.5 billion applications sold to date
• Launched July 2008• As of Nov 2009, 98K applications
available
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• Allows paid for applications, with a royalty to Apple• Large audience of app store users, massive volume of downloads• Multi-country, multi-language support and distribution
• Tough staying at the top of the store, with everyone making 99c apps• Already 98K apps in the store• Allows paid for applications, with a royalty to Apple
• No clear rules on what is and what isn’t allowed• Sometimes lengthy, black box signing/approval process• Can’t reply to customers reviews
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Android MarketAndroid Market
• Launched October 2008• 10K applications available
• $25/year to join as a developer• Allows for paid applications, with a
royalty to Google• Apps downloaded: unknown
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• Only charges a one-time $25 fee• Only self signing of apps required – very quick release time• Mobile Search interface is slick, superior to OVI and Blackberry
• Self-signing also attracts rubbish to the store• Immediate “go live” means immediate “go live”• Small customer base but could grow aggressively (good)
• New terms and conditions challenge• Little or no moderation of users comments
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
RIM AppWorldRIM AppWorld
• Launched April 2009• 3K applications available
• $200 for 10 app submissions• Allows paid for applications, with a
royalty to RIM *plus ongoing fee
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• Big flexibility in deciding who can download apps• Blackberry takes 20% of paid apps *caveat see UGLY• Easier than Apple store to find less well-known apps
• The most expensive store• Inflexible for paid apps• Store only available in a few countries
• 20% of all ongoing revenues for life of customer, including apps that are downloaded free
• Signing has taken up to a month for some
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Nokia Ovi StoreNokia Ovi Store
• Launched May 2009• 3.2K applications available
• Free for app submissions• Allows paid for applications, with a
30% royalty to Nokia
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• Free application submission• Most sophisticated app store
• Search is poor• Store is slow to respond and feels awkward to navigate and
explore• Poor billing system
• Application has to be tested twice, once by Symbian, once by Nokia QA
• Users need an Ovi account, or visit to web URL
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
PalmPrePalmPre
• Launched June 2009• 300 applications available
• No paid apps yet• 750K devices in market• 2.2 million downloads since June
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• Free submission of applications• Simple to develop applications, quick
• Applications limited to web technologies• No option to sell apps – yet• No multi-country multi-language support
• Too early to say
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
““Free or not to be free?”Free or not to be free?”• Depends on your model?
• Service oriented with payments for ongoing service – then free makes for a low barrier to entry
• Free vs. premium – with additional features and services … if your app is liked – customers may pay for more developed features
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Free?Free?
• Free can hook in customers• Up-sell tool to convert users to full paid app• Reversed declining sales trend
• Source: www.flurry.com/blog
• Free as a sales tool
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Free?Free?
• What should you charge?
• Many apps opt for 99 cents
• One high price vs pick ‘n mix at low price point
• Most popular paid apps still games
• No right answer, be prepared to experiment
Source distimo – www.distimo.com
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Free?Free?Source distimo – www.distimo.com
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Free or not to be free?Free or not to be free?
• Chose to move to paid app model• Research led to $5.99 price point• Paid apps downloads strong • Nokia billing raises price to $7.99• ShoZu has compelling service,
customers comfortable paying
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Pricing ConclusionsPricing Conclusions• Be prepared to experiment, no right answer across the board
• Micro payments can be more profitable than one
big up front price
• Free limited version of an app can drive high sales of paid apps
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
MarketingMarketing• Top-of-category listings the best possible
advertising
• Do everything to get there
• Focus efforts on Friday to Sunday, (when application downloads increase)
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Cross SellingCross Selling
• Source: www.flurry.com/blog
• Oldest marketing technique still works• Cross-sell to existing customer base• Add a link within your application
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
33rdrd Party Cross Selling Party Cross Selling• Several 3rd parties with in app iPhone SDK’s
• PPC model
• Small banner ads, cycled
• Can have a rapid increase in application downloads
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
33rdrd Party in app advertising Party in app advertising
• In app adverts driving users to application downloads
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
• New apps usually see growth initially but not for long.
• Not marketing your app WILL result in your app going stale and lost in the mix of other applications
• Your downloads WILL jump off a cliff
• (and maybe you too!)
Do Nothing?Do Nothing?
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Marketing ConclusionsMarketing Conclusions• Market wisely: use all assets at your disposal
• Pay for in-app advertising strategically
• Pricing out by big brands w/big budgets possible
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Final ThoughtFinal Thought
“One of the best ways to persuade others is with your ears – by listening to them”
Dean RuskSecretary of StateJFK Cabinet 1961
V1.0 © SCN Ltd. 2009. All rights reserved - CONFIDENTIAL
Contact InformationContact Information
Twitter: thewelsh1Skype: thewelsh1Email: [email protected]