Embed Size (px)
Citation preview
Marketing in the App Economy
presented by Stefan Wagner, mvolution GmbH
Berlin 06. March 2013
Copyright mvolution GmbH 2013
Founded in 2005 --> far too early for App Economy
We are an App Development Agency!
We develop & operate an Itinerary Platform: travelload
What and who is mvolution?
Copyright mvolution GmbH 2013
Copyright mvolution GmbH 2013
Copyright mvolution GmbH 2013
References
App Development
References
travelload platform
What is an App Economy?
Devices
Manufacturer (Apple, Samsung, HTC, RIM, Nokia ...)
OS
OS (iOS, Android, Windows 8 ...)
Apps
Developer (mvolution ...)
App Stores (iTunes, Google Play, Amazon ...)
Market Places
(App) Marketing Image: http://www.amazon.de/App-Economy-Millarden-Markt-Dr-Ansgar-Mayer/dp/3868801332
Services
Provider (Lufthansa, Paypal, travelload, Ebay, MyTaxi ...)
Copyright mvolution GmbH 2013
1. You need a product...
Production
= Product
Copyright mvolution GmbH 2013
… from Web to App
User Experience
Design-Thinking
Usability Engineering
Content Availability
Interfaces (API‘s)
The challenge (most of the time)…
Copyright mvolution GmbH 2013
First: Mindmap and note
Mindo
Copyright mvolution GmbH 2013
Marketing
External Expert
Internal Project Manager
Sales
Internal IT
Workshops with stakeholders
Copyright mvolution GmbH 2013
Rough idea visualisation
Whiteboard
Cards
Copyright mvolution GmbH 2013
Concept with Mockups
http://www.balsamiq.com/products/mockups
Balsamiq
Stencil kit
Copyright mvolution GmbH 2013
Detailed concept with PSD & PPT
Powerpoint
Photoshop
Copyright mvolution GmbH 2013
I hate word.doc(s)
Copyright mvolution GmbH 2013
Rapid prototyping
Blueprint
Dapp
Copyright mvolution GmbH 2013
Coding on SDK‘s (iOS, Android,...)
Copyright mvolution GmbH 2013
2. You need a price point and...
Price &
Business Model
Copyright mvolution GmbH 2013
Whats the business model & price?
One time payments per download
In-App purchase for virtual goods
o One time (add level, feature)
o Subscription (Services oriented)
Through advertising
o iAd, Google, Smaato...
o Sponsorships
B2B licensing (Corporate Travel App)
M-Commerce (HRS, Shopgate...)
Copyright mvolution GmbH 2013
Whats the business model & price?
1 month
12 months
Copyright mvolution GmbH 2013
3. You need to distribute it...
Place
Copyright mvolution GmbH 2013
App Stores as distribution channel
Image: http://techcrunch.com/2011/12/20/distimos-year-end-report-shows-why-developers-love-ios-iphone-4x-android-revenue-ipad-2x/
Copyright mvolution GmbH 2013
App Stores as distribution channel
So investment strategy is clear?
Not for every App.
There are reasons to invest in other OS.
We still invest in BlackBerry!
App ranking is important
Image: http://www.distimo.com/blog/2012_05_quora-answering-series-download-volume-needed-to-hit-top-25-per-category/
Copyright mvolution GmbH 2013
4. Customers need to know about...
Promotion
Copyright mvolution GmbH 2013
iAd & Co.
The Mobile Marketing Association (MMA) Guidelines
Copyright mvolution GmbH 2013
Viral Marketing
Copyright mvolution GmbH 2013
Use of data for Infographics
Image: http://blog.foursquare.com/2011/11/22/planes-trains-and-automobiles-an-infographic-of-travels-on-foursquare/
Gamification
Copyright mvolution GmbH 2013
Thank you for listening
Stefan Wagner CEO & Founder
mvolution GmbH
+49 176 30030080
www.mvolution.de
www.travelload.de
![WWDC Preview: The iOS App Economy - ACTactonline.org/wp-content/uploads/WWDC-Preview-The-iOS-App-Econ… · State of the App Economy 2014 [link] App Store After Five Years 2013 [link]](https://img.pdfslide.net/doc/110x75/5f05374c7e708231d411db14/wwdc-preview-the-ios-app-economy-state-of-the-app-economy-2014-link-app-store.jpg)
