View
103
Download
1
Category
Preview:
DESCRIPTION
An overview of an approach to creating iPhone applications
Citation preview
iPhone Apps:From Idea to Implementation
October 2009
Presented by:Dustin Jacobsen
Technical Director, Barkley
2
Agenda Introduction
Mobile platform overview
iPhone and app growth
Approach
3
Your Presenter Part of the Barkley Interactive Technical team
Likes shiny things
Presents on mobile, social and emerging technologies
Invitation to heckle me at ad:tech NY
4
Relevancy Consumers
Competitors
5
Say What What do you want to learn today?
6
Apps What apps do you have installed?
What apps do you use?
7
Mobile Platforms Gartner is pretty gutsy in predicting Android will have 14.5%
market share by 2012, ahead of iPhone, BlackBerry
2012 prediction: Symbian (Nokia) 39% Android (currently 2%) - 14.5% iPhone - 13.7% Windows Mobile - 12.8% BlackBerry - 12.5% Various Linux - 5.4% Palm 2.1%
8
SatisfactionIndex
via TechCrunch
9
iFund Kleiner Perkins Caufield & Byers
100 million fund for iPhone / iPod Touch related business ideas
10
11
12
13
14
15
Approach Strategize
Build
Launch
Promote
Listen for & incorporate feedback
Rinse & repeat
16
Strategize Gold rush is over - must differentiate
Cost free vs. paid
Payment - upgrades
App discovery
Ecosystem - build, re-brand, partner
Measurement of success
Is iPhone the right platform?
17
Strategize Content
Channel conflict
Support & complaint handling
Acquisition, retention or both?
Unique device characteristics Multi-touch, accelerometer, sensors, location / map, compass,
photos, video
18
Strategize - Free or Paid Paid (75%)
Guinness Pub Finder $1.99 Kraft iFood Assistant - $0.99
90+% are new to kraftfoods.com Major League Baseball $9.99 (+ per game)
Free Pizza Hut The Weather Channel Benjamin Moore ColorCapture Yelp Gap StyleMixer
19
Build Internal vs. partnerships
Apple approval timeframe
Standard development process, but have stakeholders beta test and become familiar with app
20
Promote 62% of applications are found through search
60% of applications are found through browsing
20% of applications are found through ads within other apps Key - burst with media spend and promotion to
get in the top
Admob, Advertising Age: Apps for Brands, September 23. 2009
21
Promotion through existing channels Corporate website Newsletter Facebook Twitter PR
Promote
22
Promotion through new channels Mobile friendly websites Mobile content sites Other iPhone applications
Weather, sports, finance Tagging SMS messages
Promote
23
Rinse & Repeat Iterative process
Time to market is more important than super feature rich
Updates provide a way to re-engage users
24
Apps for Brand Conference, Sept 23, 2009
Appendix
25
Dustin JacobsenTechnical Director
Barkley
Follow:TwitterBlog
Thanks!
Recommended