EMERGEOUT 2010: App Store Economy Session
Arvind Jha, CEO, Movico TechnologiesRahul Tygai, Sr. Mgr. Cognizant TechnologiesBarnes Lam, Director, RIMSridhar Muppidi, CEO, PurpleTalkLokesh Gupta, CEO, Spice Labs
App Stores in ComparisoniPhoneAppStore
AndroidAppMarket
BlackberryAppWorld
PalmAppCatalog
NokiaOviStore
WindowsMobile Marketplace
Launch Date
7/08 10/08 4/09 6/09 5/09 TBD
# of Apps/
# New
250k+
525/day
110k+
600+/day
7K+
500per month
1.5K+ 7K+
800permonth
2K
AppsDownloaded
5B+30M per
day
1.3B+ 1M per day
67M 1.5M per day
?
# of Developers
50k+ 50k+ ? ? ? ?
% Free 28% 62% 24% 32% 15% 22%
Developer Share
70% 70% 70% 70% 70% 70%
Barnes Lam, Director – APAC AlliancesResearch in [email protected]
About Research In Motion
Research In Motion Limited• Canadian. Founded 1984.• 550 Carriers/Partners. 175+ Markets.• Fortune Magazine, World’s Fastest Growing Company.• Revenues: US$14.95B (FY10, ending Feb 2010)BlackBerry• Sold over 100M. 50M in last 18 months• No. 1 smart phone in the US
No. 2 in the world (Canalys, April 2010), No. 4 mobile phone vendor (IDC, July 2010)
• 250,000+ Registered Developers. • BlackBerry Brand is 14th most valuable
in the world (Millward Brown, April 2010)
The Smartphone of the future …
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Is about having the tools to power a new level of
communication, collaboration and integration that will
transform the way we work and live.
It will empower us by making us more connected and
engaged in every aspect of what we do.
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When it comes to enterprise and consumer apps…
We focus on enabling high value,
empowering experiences
Application Experience: A RIM Perspective
Super App Experience
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• Always-on experience• Seamless integration with native
apps and 3rd party apps & Contextualized
• Proactive, notification-driven• Social and connected• Efficient and intelligent
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Where are the apps? ….. enterprise
“ I can do that on my BlackBerry?”eUNO R
10: ECG On Mobile
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Apps for the individual
Super Apps Enablers
• Multi-threaded Operating System with background apps
• APIs for deep, contextualized integration with Inbox, PIM, Camera, Phone, etc.
• Rich event-based notification model• Push services for just-in-time data
delivery
Platform to enable highly engaging, real-time apps that act as natural extensions to the apps they already use
11End-to-end solution: Smartphone, OS, App Dev Environment, Application Store, Enterprise Middleware, Accessories and Operator partnerships.
Developers are key!
RIM’s commitment to increase our investment into
•Platform and Tools•Comprehensive Resources, including Open Beta Programs for SDKs!•Dev days, forums, webinars
•Developer Community•FREE Registered Developer Program•Super App challenge, rewards•Access local and world markets
•Strategic Partnerships•Application consultant support and Joint Go to market plan with carriers, partners•Enable cross leverage of partners globally
www.blackberry.com/developers
www.partners.blackberry.com
India developers can drive mobile apps development globally
• Raise the bar - engage deeply with BlackBerry
ecosystem, use the latest platform technology and
create Super Apps
• Cut cost and time to market - develop reusable
components / middleware
• Leverage the BlackBerry App World and market your
applications
Mobile Apps – App Life Cycle
App Life Cycle - Phases
»Inception of idea »Market Analysis
» Feasibility of product and market segmentation»Pricing strategies
»Revenue model »Paid App» Free App
»Rollout/Promotion Strategies» Exit Strategies
»Development » Flurry for analytics»AdMob Integration
»QA»DeviceAnywhere»Mob4Hire
»App Certification»Launch»Market Feedback
App Life Cycle - Typical Timelines
»Avg. complexity app can take 3-5 months from inception to launch»Inception and Market Analysis– 2 to 4 Weeks»Development and QA – 7-11 Weeks»App Certification – 2-4 weeks»Launch – 1 Week
Mobile App – Pricing Model and ROI
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Pricing :“Free MoApp Model”»Business Model
» Free App, Ad Impression based revenue model
» Free Lite version App and charge for Pro versions
»Simple Free App» Inception to Launch typical cost:
$20000-30000»3-6 months of ROI»Monetization with mobile ad
provider i.e. $3 per 1000 Ad Impression
»Highly Successful Free App»Android Task Killer, de-facto
presence on Android devices, millions of downloads
» Yelp, location based app for iPhone and Android
Pricing: “Paid MoApp Model”»Business Model
»Price per download »Simple Paid App
» Inception to Launch typical cost: $20000-30000
»3-6 months of ROI»Highly successful Paid App
» Trism, Made $250000 in initial few days from launch!
» Sling Player» Flight Track Pro
Free App
PaidApp
HybridApp
Pricing: “Hybrid MoApp Model”»Business Model
» Free app and up sell content during usage of app, called as “Freemium” i.e. social games
» Subsidized price per download and earn revenue from Ad impressions
»Simple Hybrid App, Hybrid apps are typically costlier
» Inception to Launch typical cost: $30000-50000
»3-6 months of ROI»Highly successful Hybrid App
»Mafia War» FarmVille
Mobile Apps Marketing
Sridhar Muppidi, CEO, [email protected]
The 20-80 Rule
Development (20) / Marketing (80)
•Idea to App/Product (at least 5-10 people are working on the same idea)
•UI Design and UX are the most important
•Focus on simplicity
•Clearly know the direction your app would take in the upcoming 4-5 releases
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Rank is everything in App Store--Focus on getting to top 25 Rank in a category
Factors that determine rank:
1) # of downloads (regular updates & push notification)
2) Price (1.99 has 30% less downloads then .99 cents)
3) Rating (not proven but works: use appirater API)
TOP 5 MARKETING STRATEGIES
1) App Advertising
Tapjoy (offer wall) Apperang (cash for Install)
Flurry (ads & offer wall) OpenfeintX (offer wall)
ad networks 18
Marketing Basics
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2) App Store Marketing
•Logo
•Name
•Price
•Keywords
•Great design & regular updates can get you featured
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3) Online & social media Marketing•Website•SEO•YouTube & SlideShare•Twitter account & Facebook fan page
What to do on AppStore
4) International marketing (increases your downloads by almost 50%)
5) Great Support
a) Respond back to any support requests immediately
b) Monitor App Store your comments section
c) Monitor social networks, social media sites and discussion broads
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Example flow to launch an App
•Set up Twitter account well before launch
•Follow and RT interesting people
•Set up Facebook fan page
•Upload demo video to Youtube
•Upload demo to SlideShare
•Make app screenshots available on site for easy download
•Reach out to ALL the relevant blogs that you can find, and request reviews in advance.
•Make sure your website has contact info for your users
Text
Example flow after an app featured
1.Update iTunes Description, website, FB page, etc.
2.Release an update
3.Respond user comments through updates
4.Always keep Tapjoy etc. APIs integrated. when the app is featured, you can implement major promotion easily
5.Drop the price slightly--or substantially--till you see a spike in downloads
6.Make the app free for a few hours or a weekend if you can-getting to no. 1 will be worth it
7.Get the app icon to display ‘limited offer’ etc. if possible.
Checklists, anyone?
Category % Share
Games 20%
Entertainment 14%
Books 12.5%
Travel 6.7%
Utilities 6.5%
Education 6.5%
LifeStyle 5.6%
Others Balance
Mobile Apps – Top Categories
Child’s Play
Lokesh Gupta, CEO, Spice [email protected]
Paradox Of Choice
The Only Problem Was
Where To Start ?
We Started from End User
But not the Obvious one
Mobile Apps For KIDS?: You Got To Be Kidding ?
No. We Are Not
We Looked Around
We Looked Around
We Looked Around
KIDS Were Hooked To Cell Phone
And The World Agreed With Us
We Took Some Baby Steps to Capture this Niche
Kiddo
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
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(C) Spice Labs www.spicelabs.in
Hangman
Kids
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
Maze
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
(C) Spice Labs www.spicelabs.in
Parting Note :Know Thy Customer
Thank you!