ios app development and marketing
Post on 11-Sep-2014
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iOS App Development and Marketing talk on Prof. Song's class on 2012. Spring semester.TRANSCRIPT
iOS App Development& Marketing
Dong Gyu [email protected]
Contents
• Introduction
• Portfolio
• iOS vs Android market
• iOS App Development
• App Marketing
• Conclusions
Introduction
• DongGyu PARK(Dennis PARK)
• Associate Professor, Changwon National University, S. KOREA
• Visiting Scholar at TAMU(2012. Feb-.)
• Visiting Researcher at CMU(2007-2008), Pittsburgh, PA
• iOS App Developer(Individual Developer)
Changwon National Univ.
• 8,400 Undergraduate Students
• 1,800 Graduate Students
• Established in 1969
• Changwon City-Located at South East of Korea
• Well known Industrial City
• 1 million population
Busan
Busan International Film Festival is the BiggestFilm Festival in Asia
Portfolio
• Coke Shake
http://itunes.apple.com/us/app/coke-shake!/id448242537?mt=8
Portfolio• Pocket Windmill
http://itunes.apple.com/us/app/pocket-windmill/id439495371?mt=8
Portfolio
• Monster Buster
http://itunes.apple.com/us/app/pocket-windmill/id439495371?mt=8
iOS vs Android Market
Paradigm Shift
http://blog.flurry.com/bid/77424/Is-it-Game-Over-for-Nintendo-DS-and-Sony-PSP
http://memex.naughtons.org/archives/category/mobile-phones
Manufacturer OS share
Revenue per active User
http://blog.flurry.com/bid/83604/For-Generating-App-Revenue-Amazon-Shows-Google-How-to-Play
Pros & ConsAndroid iOS
End Users
• Wider SP(Scale-independent Pixels) model choice availability• Low to high-end smart phones• Wider App distribution channels available(OEM, carrier & Googles)• Apps incompatibility among devices/choice availability per OS• Less UI consistency
• Only one high-end device is involved• Consistent UI• One App distribution channel(Apple App Store)• Easy OTA OS upgrade push for every iOS user
Pros & ConsAndroid iOS
Third-Party
Developers
• Apps: Upward compatibility, but OS features evolved too rapidly and heavily customized to foresee• Third-party APIs can be tweaked(freedom of creative services)• App compatibility issues arise from missing API components or died/altered APIS
• Third-party APIs banned• Tight control by Apple• Upward-compatible apps• Easy apps upgrade• Consistent UI• Consistent architecture• Quality of apps at the iTunes App Store is far better compared to the Android Market
Pros & ConsAndroid iOS
Device OEMs
• Freedom of SW customization for UI layer and middle layer• Complex OS version upgrade for preloaded apps of device vendors and carriers
• Proprietary to Apple• Apple automatically pushes uniform OTA OS upgrades• Realization of Apple’s consistent system architecture
Pros & Cons
http://mashable.com/2010/06/23/mobile-developer-survey-iphone-4/
iOS App Development
To be an iOS Developer
• Development is FREE
• Developer Enrollment(Appstore Uploading)
• Individual Developer-99.99$/yr
• Company-99.99$/yr
• Enterprise-299.99$/yr
• make in-house application for internal deployment
Developer Enrollment
• Unlimited number of apps on Appstore
• review process before distribution
• 7:3 profit share
• monthly financial report and payment
• iAd network
• FREE apps can make a revenue
iOS Dev Center
And more
• Mac Developer program
• Small market but also has an opportunity
• Same Development tool and programming language and similar frameworks with iOS
• Safari Developer program
Community
Prerequisites
• Mac OS
• iOS is based on Mac OS kernel(it’s small unix machine)
• Objective-C
• High Level Object Oriented Language
• Smalltalk style messaging to C language
Smalltalk?• Appeared in 1972
• High level Object-Oriented Language publicly available at 1980s
• Influenced on Objective-C, Python, Ruby and many other OOP languages
OS X
• Latest Released Version is Lion(OS X.7)
• iOS shares the core Darwin code and many frameworks with OS X
• Darwin is Open source POSIX-compliant OS
• Many parts of OS X and iOS is open source
OS X• Released from 2001
• Formerly named as “Mac OS X”
• POSIX-compatible(Unix like OS)
• APIs are based on NextStep OS API
iOS Development Tool
Xcode
• Developing Software for Mac OS and iOS
• Provides Compiler, Editor, Interface Builder, Debugger, Performance Tool
• Supports C, C++, Objective-C, Objective-C++, Java, AppleScript, Python, Ruby(and supports many third party compiler)
• Available on Mac App Store(FREE)
Xcode
Xcode
Interface Design-storyboard
UI design on iOS
• Interface design is very easy and supports powerful tools(Drag & Drop UI Design)
• Automatic Code Generation on UI component
• Supports consistent UI design
• Also supports custom view-subclass of standard view object
Performance tool
Memory leak detection and code performance check(do not provide Garbage memory collection)
Device Organizer
Add new device for development & easy distribution
App Life Cycle
Windows and Views
Programming Language
Objective-C• Object-Oriented programming language
that add Smalltalk-style messaging
• Thin layer on top of C
• compatible with C program
• Very simple language
• Single inheritance
• Dynamic runtime typing(majority of its type checking is at run-time), loosely typed language
Objective-C(at a glance)
header file
implementation file
Supported Libraries
• Multimedia
• Audio, Video frameworks supports many audio/video filers too
• LBS
• Mapkit, CoreLocation framework
• Game and Network
• Game Center, GameKit, CoreBluetooth framework, GL Kit
Supported Libraries
• Ad
• iAd framework
• SNS
• AddressBook, AddressBookUI framework
• and much more
3rd Party Libraries
• Game
• Cocos2d, Unity 3D, Corona SDK
• AR
• Wikitude AR, Layar Player SDK, ARKit,...
• QR code, barcode API, and much more
• Libraries based on C/Obj-C and Cocoa libraries are allowed
Supporting Sensors
• 3-axis accelerometer, gyroscope, digital compass, GPS
• Camera, Microphone
• Apple provides framework for all these sensors
Good Reference
http://www.stanford.edu/class/cs193p/cgi-bin/drupal/
Good Reference
http://itunes.apple.com/itunes-u/ipad-iphone-application-development/id473757255
Good Reference
Huge number of video tutorials are supported(FREE)
Good ReferenceGood Reference
http://pierre.chachatelier.fr/programmation/fichiers/cpp-objc-en.pdf
App marketing
Gold Rush
Facts
• More than 100+ apps and 700+ apps are published on Apple App Store for a DAY
• There are already more than 580,000 apps on App Store
Facts
• Founded at Oct. 2010
• Photo sharing program
• take a photo, digital filter, share it on Social Networking service
• 30 million accounts in April 2012
• April 9, 2012, Facebook acquired the company for $1 billion in cash and stock(13 employee)
App Pricing
• You can choose appropriate price tier for your app
• You can make a discount event during some period(Black Friday Sale, Easter Sale,...)
• Or FREE apps for marketing
App store price tier
...
App marketing
• Understand Your App’s Unique Value and Message IT
• Deliver Your Message to your Targeted Audience
• Price Your App Effectively
• Implement a Brief Marketing Plan
Meta Data
Meta Data
Meta Data(Localization)
Korean Description
Meta Data(Localization)
App promotion• Ask a review about your
app
http://maniacdev.com/2011/08/ios-app-review-sites/
App promotion
In App Purchase
• allows customers to purchase upgrades, new content, and complementary features directly within your app
• without having to go back to the App Store
• simplifying and shortening the path to purchase, you’re more likely to keep your customer interested
Angry Birds-mighty eagle
Mobile Ad
iAd
• iAd
• Apple provides mobile advertising platform
• Provides interactive advertising service
• Apple retains 30% of the revenue, 70% for developers
• Free apps can make revenues
Mobile Ad
• eCPM(Click Per Mille)
• (Total Earning/Impression)*1000
• great performance measure for ad units
• iAd eCPM depends on its Click Through Rate(CTR)
iAd eCPM
CTR: Click Through Rate, Higher CTR makes high eCPM
iAd Revenue
http://forums.macrumors.com/showthread.php?t=1022402
Admob
• Admob(Advertising on mobile) is founded in 2006.
• 2009 google acquired Admob
• Supports Android OS, iOS, webOS, Flash Lite, WP 7 mobile platforms
Admob
• House Ad is available
• lower eCPM comparing to iAd
eCPM
• Coke Shake!- iAd
• Coke Shake!- Admob
Mobile AdiAdadRequest
Response
Mobile AdiAd
Admob
adRequest
failToReceiveAdadRequest
Response
Mobile Ad solution
http://vator.tv/news/2011-01-05-millennial-media-makes-275-million-round
Conclusions
• Mobile app market is the fastest growing marketing
• Android and iOS market will be a main app market
• Many ways to make a revenue(Own Business Model)
• In App Purchase and Mobile Ads are also very good target
Video
Questions?