Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small...

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



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?



What can mobile applications do for my business?

‣ increase brand awareness

‣ reach customers on the go

‣ additional revenue stream



Increase brand awareness

‣ your brand in your customers hands, on their terms

‣ leverage location, camera, address book

‣ simple word of mouth sharing



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.


http://www.kraftfoods.com/kf/iFood.aspx#







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



Generate revenue

‣ app sales: $1 -> $1000 USD

‣ subscription / push

‣ Advertising: CPA, CPC, CPM $2-40, Sponsorship

‣ Extend online / printed content/services


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


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


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



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



iPhone

‣ In 2009/2010 Nobody got fired for targeting iPhone*

* except you, possibly. Depends on app, market and drivers



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



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



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



How mogeneration can help

‣ Strategy

‣ Business models

‣ Development

‣ Marketing

‣ Trainingyour

companyhere


ContactKeith Ahern

Founder mogeneration+61 415 618 993

[email protected] (company) @mogeneration

twitter (personal) @pubzak

Offices in Sydney and Brisbane


mailto:[email protected]

mailto:[email protected]

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