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Critical Success Factors for Commercial Mobile
Applicationsor how to put big ideas into small
devices.Keith Ahern
twitter.com/mogenerationmogeneration.com
Keith Ahern
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Background
‣ Keith Ahern
‣ Co-Founder of mogeneration
‣ Mobile Technology Manager for News Digital Media: mobile web sites: news.com.au, truelocal, carsguide, moshtix
‣ CTO REDphone: mobile marketing: retail and real estate
‣ Developer for Netscape & Philips in Silicon Valley
‣ mogeneration.com
‣ Started September 2008.
‣ News Ltd was first customer: 6 iPhone apps released: News Ltd (The Australian, TrueLocal) ,Lingopal, Xumii, Perkler, Moo Shake!
‣ Ilkka Tales - Chairman - Founder of Engin
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Overview
‣ What can mobile applications do for my business?
‣ Which application stores or devices do I target?
‣ How do I get people to find my application?
‣ How do they keep coming back?
‣ How do I get started?
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
What can mobile applications do for my business?
‣ increase brand awareness
‣ reach customers on the go
‣ additional revenue stream
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Increase brand awareness
‣ your brand in your customers hands, on their terms
‣ leverage location, camera, address book
‣ simple word of mouth sharing
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Case study: Kraft iFood Assistant
Over 7,000 recipes at your fingertipsChicken or pork? Casserole or grilled?We have what you want!Smart Shopping List with Store LocatorTap for your grocery list and directions to nearby stores.Your very own mobile Recipe BoxLoved it? Save it or sync it with your existing Recipe Box at kraftfoods.com.Delicious inspiration anywhere, anytimeTap the Recipe of the Day or browse ready-to-eat snacks, videos and more.
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Reach customers on the go
‣ on the device they have near them 24/7
‣ people are more likely to go home to pick up their phone than their wallet
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Generate revenue
‣ app sales: $1 -> $1000 USD
‣ subscription / push
‣ Advertising: CPA, CPC, CPM $2-40, Sponsorship
‣ Extend online / printed content/services
Wednesday, 13 May 2009
Which application stores or devices do I target?
‣ Mobile 2.0 devices
‣ Must have:
‣ Touch Screen
‣ Resolution > 320 x 480
‣ 3G
‣ ‘no worries’ data charges
‣ Desktop quality browser
iPhone BlackberryStorm
Android Palm Pre
Wednesday, 13 May 2009
How do consumers behave on mobile 2.0 devices?
‣ Mobile 1.0 users are apathetic or sado-masochistic
‣ mobile 1.0 as last gasp of desperation to find information
‣ mobile 2.0 as first tool you think off to find information
‣ Mobile 2.0 users are enthusiastic about mobile possibilities
‣ they are buying content
‣ 85% of iphone users use an internet function on phone daily SOURCE MMetrics
‣ iPhone users show increased usage first thing in the morning and last thing at night - due to being docked beside bed, easy access to email and social networking tools
Wednesday, 13 May 2009
Summary of App Stores - May 2009
feature Apple iPhone Android Market Blackberry Ovi
Launch July 2008 October 2008 April 2009 June 2009
AU Launch, free July 2008 March 2009 ?? June 2009
AU Launch, paid July 2008 ?? ?? ??
Rev Share to developer
70% 70% 70% 70%
# apps available 35,000 2300 700 0
Customer base NOW
30M 2M > 20M ?? 0
AU Cust base 500K 20K ?? 0 0
Customer type consumer/businessconsumer/early
adopterenterprise/consumer
consumer/free phone
Payment gatewayiTunes - CC /
VoucherGoogle Checkout/
CarrierPaypal Carrier billing
copyright 2009 mogeneration.com - various sources - Gartner, Apple, RIM, Google, WikipediaWednesday, 13 May 2009
Types of apps - technology used
‣ web apps - a web site - based on web technology such as HTML, CSS and javascript
‣ native apps - based on java, C++ or objective C code
‣ hybrid apps - native app, with an embedded web app - think of it as having a branded copy of firefox or IE that goes to one URL on a users phone
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
Web vs Hybrid vs Native
web app hybrid native
Based on web browser tech, processes & infrastructure
Accessible by all mobile 2.0 devices
Works off line
Simple billing
Discover by app store
Discover by search, URL (SEM)
Looks like native app
Access camera
Access GPS / Locations
Access address book
Access accelerometer
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
iPhone
‣ In 2009/2010 Nobody got fired for targeting iPhone*
* except you, possibly. Depends on app, market and drivers
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
How do people find my application?
‣ Browsing mobile application stores “app stores”
‣ lite/free version with limited features
‣ advertising
‣ direct
‣ ad exchange - admob
‣ marketing: word of mouth / blogs / app review sites
‣ cross promotion from existing userbase
‣ device detection - send your existing users to your app
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
How do I keep them coming back?
‣ usability - from day #1 through lifecycle - like marketing
‣ design for mobile
‣ apply feedback - app store feedback is cheap
‣ What makes sense on mobile? directions, opening hours, time sensitive information, location information. entertainment/information. No logins, no registration, no data entry, browse and search, favourites
‣ analytics
‣ downloads, behaviour, ranking, affiliates, brand management
‣ subscriptions / push content
‣ reward
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
How do I get started?
‣ Solution is a balance of:
‣ what is your target audience
‣ how you want to make money?
‣ in house skills vs external
‣ time/money
Wednesday, 13 May 2009
CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration
How mogeneration can help
‣ Strategy
‣ Business models
‣ Development
‣ Marketing
‣ Trainingyour
companyhere
Wednesday, 13 May 2009
ContactKeith Ahern
Founder mogeneration+61 415 618 993
keith@mogeneration.comtwitter (company) @mogeneration
twitter (personal) @pubzak
Offices in Sydney and Brisbane
Wednesday, 13 May 2009
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