Launch of mobile apps on various platforms

7/27/2019 Launch of mobile apps on various platforms

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Phone: (248) 470-3257

Email: [email protected]

Twitter: twitter.com/GoMobileMI

Launch & Market

Mobile Apps

Putting the Mobile App Market in Perspective As of May 2010, more than 240,000 apps are available

from 7 stores on 7 platforms (CTIA)

In 2010, it is estimated that consumers spent $6.2 billion

in mobile app stores worldwide to download more than 8billion apps 8 out of 10 of which are free (CTIA)

45% of developers plan to monetize their apps directly, in

other words outside the app stores (Bango Analytics)

Gartner forecasts the total app revenue will increase to

nearly $30 billion by 2013 with over 21 billion downloads.

The number of free or ad-funded apps will increase to

87%.

Demand for mobile apps expected to peak in 2013

MTAM - April 2011 2

New App Stores

recently launched;

recent industry

estimates:

300,000 appsdeveloped,

10.9 Billion

downloads


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Launch & Market

Mobile Apps

The App Marketplace as of June 2010

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Average price for all paid apps

Apple $3.62BlackBerry $8.26Android $3.27Ovi (Nokia) $3.47Palm $2.53Windows $6.99

App store size total number of applications

Apple 150,998Android 19,897

Ovi (Nokia) 6,118BlackBerry 4,756Palm 1,452Windows 693

Source: Distimo www.distimo.com

Other App stores

Carrier-specific app stores 3rd party stores such as GetJar, Handango, Amazon, etc.


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Launch & Market

Mobile Apps

Remember, Mobile App

Development is Still a Business!

Do you know what is

required to run it like a

business?

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Launch & Market

Mobile Apps

Just a Few of the Basics to Get Started

Legal

Copyrights

liability

Accounting

how is revenue being tracked &

managed

what about expenses

Marketing

who will buy it

how do we know theyll buy it

how many of them are there

how much should it cost

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Launch & Market

Mobile Apps

A Few Tips

Dont assume everyone will think your idea is as great

as you do; step away from it, ask strangers for feedback

(NOT FAMILY & FRIENDS)

Dont assume you will quickly start making money to

pay the bills; have a back-up plan for how you willoperate financially

DO A MARKETING PLAN; dont just assume that putting

it on the App Store will make you a fortune (well

discuss this more later)

Whatever you believe will be your revenue, cut it by

75% - then you might be close

Whatever you believe it will cost you to develop and

market it, double it - then youll be close

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Mobile Apps

Making Money with Mobile Apps

What are the options?

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Mobile Apps

Where should you focus your efforts?

Developing your own proprietary app and marketing it

yourself; maybe you can be the next Angry Birds!

Developing apps requested by other firms, ie:

marketing departments for brands such as:

Retailers

Radio stations

Music groups

Business services

and more

MTAM - April 2011 8

45% of app

developers plan

to monetize their

apps directly,

meaningOUTSIDE the

app stores


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Launch & Market

Mobile Apps

Target Marketing to Increase Use

& Revenue

What Types of Mobile Apps Are Being

Used and in the Highest Demand?

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Mobile Apps

Do Research Before Developing Your App!!!!!

Who is the target audience for your

App

How are you going to monetize your

App (pay to download, in-App

advertising, pay for enhanced

version, etc.)

What is the best way to reach your

target audience to educate them

about the availability of your app

What percentage of the mobile

marketplace you will reach on each

mobile platform to aid you in

determining which platform to build

your App on


Make sure to know who your

target customers are; theres

no point spending time, money

& effort building an iPhone app

if your target demographic isusing a Blackberry

Have an understanding of

market share by OS; how

many people REALLY havean iPhone? How do you

reach the rest of them?


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Top 20 Mobile Content Categories Among Active Users



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How Phones Are Being Used

Comscore


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Mobile Apps

MTAM - April 201114

Mobile Use Breakdowns by Age

Adobe Mobile Experience Survey, October 2010


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Mobile Use Breakdowns by Gender

Adobe Mobile Experience Survey, October 2010


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Nielsen Reports on App Store Effectiveness

Top 10 Paid Apps / iPad(by Category)

Games (62%)

Books (54%)

Music (50%)

Shopping (45%)

News / Headlines (45%)

Celebrity & Entertainment News (44%)

Location & Direction (42%) Movie Schedules / Tix Purchase (41%)

Magazines (41%)

Banking (39%)

Top Paid Apps / iPhone

(by Brand)

Nike+GPS run tracker (Health &

Fitness)

Martha Stewarts Marthas Everyday

Food: Fresh & Easy Recipes

(Lifestyles)

Drudge Report (News)

Washington Post (News)

ESPN Radio (Sports)

ESPN Fantasy Football 2 (Sports)

Kayak Pro (Travel)

Weather Channel (Weather)

MTAM - April 2011 17Nielsen: U.S. Top 10s and Trends for 2010

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Nielsen Reports on App Store Effectiveness (contd)

Top FREE Apps / iPhone

(by Brand)

The Weather Channel

Facebook Skype

Angry Birds

Words with Friends

UPS

PayPal eBay

USA Today

Bing

Yelp


According to Nielsen,Free, functional

branded apps do betterin the App Store.

Nielsen: U.S. Top 10s and Trends for 2010

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Mobile Apps

What Do Consumers Think

About Mobile Apps


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Mobile Apps



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Launch & Market

Mobile Apps

What Platform Should You beBuilding Apps For?


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Launch & Market

Mobile Apps

Always consider these items:


La nch & Market


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Mobile Apps

Where do Marketers want to be?


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Mobile Apps

Where to publishers want to be?


(Newspapers, magazines, book publishers, music publishers, etc.)

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Launch & Market

Mobile Apps

Device Penetration vs. App Availability


One of the most telling clues about the speed of evolution of the new vs old platforms is

the greatdispar i ty b etween the device instal led base and the num ber of available

apps for each p latform. While Windows Phone, Symbian, Java and Flash have many

times the market penetration of Android, iPhone and BlackBerry, the number of apps

available tells a very different story. Mobile Developer Economic 2010

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Mobile Apps


U.S. Phone & Operating System Comparison

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Launch & Market

Mobile Apps

Android Growth in 12 Months


NOTE:This study is from March 2010,

i t is est imated that stu dies

current ly being conducted wi l l

show substant ia l Andro id

Growth

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Launch & Market

Mobile Apps

Marketing Mobile Apps


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Launch & Market

Mobile Apps

What Strategies Work Well to Market a Mobile App?

Get your App into the platform App Stores, but dont forget about the Operator

App stores including the Sprint, Vodafone 360, Orange and Verizons Vcast as well

as the independent App stores including: GetJar, Handango and Handmark &

others

Make your App available on your firms website, or make an App-specific website

Set up search marketing campaigns through search providers such as Google,

Yahoo! and Bing.

Use social media to its full extent including Facebook, MySpace, LinkedIN and

Twitter.


Your campaigns can point back to the app store for download or to your own website if

delivering to open platforms (i.e. not Apple iPhones). Take as much control of distribution

and promotion as possible, dont rely on the overloaded app stores.

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Launch & Market

Mobile Apps

More App Marketing Strategies Leverage blogs and forums to help spread the word.

Promote your Apps through mobile advertising networks with banner and

text ads.

Distribute a free App with limited functionality then use in-app billing tocharge users to get the pro version.

Charge to add more features or levels in a game.


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Launch & Market

Mobile Apps

Increase Your Visibility in the App Stores Pick a debut period to ensure your App goes live when customers are

looking to download.

New Apps will get added to the new or recently added list, which gives

you a short period of added promotion. But given the speed at which new

Apps are added, the benefit may not last long.

You can try releasing frequent updates in an attempt to refresh your

position.

You can release versions or add-ons to boost your coverage in the store.


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Mobile Apps


What is the Future of Mobile Apps?

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Studies indicate:

Many of the apps we see today are a result of brands and agencies

jumping on the bandwagon and taking advantage of the current consumer

focus on the App stores.

As the volume of Apps increases, and the drive toward App stores

declines, there will be a return to web content. Nokia, Google and many

others are already predicting this and encouraging web-based Apps or

widgets rather than complex native code that is dependent on platforms

and versions.

The App vs. Mobile Web Debate

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Industry experts indicate:

The rapid growth of more capable smartphones looks set to continue, but there

are likely to be limits to the growth in apps and the way they are distributed and

discovered.

A single app store with hundreds of thousands of apps is not good for theconsumer or the developer.

There is likely to be a more open market where developers can choose to publish

via a standard app store, in one of many specialist app stores or directly from any

number of websites, including their own.

There will always be a place for apps graphical, highly demanding apps such as

3D games, but just as we have seen on the PC, many apps are now being delivered

as web apps including productivity tools like Office products from Google and

Microsoft or photo editing tools like Photoshop or Picasa.

The Future of Apps



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Introduction to MTAM(Mobile Technology Association of Michigan)

Mobile Technology Association of Michigan 36



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Mobile Apps


About MTAM

Who We Are?

A trade association for Michigans mobile technology industry, including: carriers,

manufacturers, hardware developers, software developers, wireless system installers,

tower manufacturers/installers, mobile marketing vendors, advertisers, users of the

technology and anyone else interested in learning about mobile

Our Mission

To grow the mobile industry within the State of Michigan, thereby generating

increased entrepreneurial and enterprise-level opportunities within the mobile

technology space, and creating good-paying, sustainable jobs that will aid in the states

economic recovery

Who Can participate?

Anyone working in mobile, using mobile, or interested in learning more about mobile

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Mobile Industry Impact on Michigan

Current Situation

Mobile Use in Michigan

Michigan currently has 7.6 million wireless subscribers (vs. 292.8 M in the U.S.)

Wireless penetration in the state is 76% (vs. 93% in the U.S.) Wireless-only households in the state are 17.4% (vs. 24.5% in the U.S.)

Mobile and the Economy

47,313 wireless / mobile-related jobs within the State of Michigan at 2,331

establishments (Michigan Economic Development Corporation)

Average compensation for a job in the industry, over $63,000 (Michigan EconomicDevelopment Corporation)

4,350 of the existing industry jobs in the state are working directly for the major

wireless carriers, and those jobs alone result in annual earnings of $265,632M(WirelessAdvisor.com)



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The mobile / wireless industry has a very high jobs multiplier factor of 3.9; this

multiplier is one of very few comparable to the manufacturing industry.

This means:

1 mobile job created = 3.9 additional jobs

Our Growth Projections

9,250 new mobile / wireless industry jobs in Michigan by 2015

Resulting in over 35,000 non-mobile-industry jobs in the state, and over $1.7 billion in

resident earnings

We will increase market penetration to the equivalent of that in the U.S., 93% and higher

as the industry grows


The future of Mobile in Michigan

Michigan Economic Development Corporation



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How Will Mobile Industry Growth Impact Michigan

U.S. mobile penetration is approximately 93%, in Michigan

were only at 76%; as we catch-up, it will mean:

Increased sales of mobile devices

Increased engineering / manufacturing

Increased demand for mobile apps, websites, content (particularly

location-based technologies)

Increased demand for infrastructure to enable use of the devices

Increased use by marketers & businesses

Increased use by consumers




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Mobile Apps

What is Mobile Monday Michigan An international organization that works to facilitate idea sharing, best

practices development, trends identification, and Mobile Industry growth

locally, regionally, nationally, and internationally.

Originated in Helsinki, Finland in 2000

Currently has over 100 chapters worldwide

Michigan branch (Ann Arbor & Detroit chapters) already exceeds 600

members in only 9 months

In 2011 expanding into Grand Rapids, Lansing, Kalamazoo




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How Can You Become Involved / Benefit

Join Mobile Monday Detroit or Ann Arbor

Membership is FREE

Meetings held monthly

Join via our Meetup site at http://Meetup.com/Mobile-Monday-Detroit

View our website for more info at http://MobileMondayMichigan.org

Join the Mobile Technology Association of Michigan

Corporate, Small Business, Individual and Student Memberships

See our website for events, programs, industry information and more

at http://GoMobileMichigan.org

http://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://mobilemondaymichigan.org/http://gomobilemichigan.org/http://gomobilemichigan.org/http://mobilemondaymichigan.org/http://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroithttp://meetup.com/Mobile-Monday-Detroit


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Mobile Apps

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Twitter: twitter.com/GoMobileMIMobile Apps

Questions?

Contact me at:

[email protected]
mailto:[email protected]:[email protected]

Documents

Launch of mobile apps on various platforms