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Michael Kirsch Final

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  • 1. mlyk consulting. Michael Kirsch mkirsch@mlyk.com www.mlyk.com
  • 2. mlyk consulting. 1. Development Platforms
  • 3. mlyk consulting. 1. Development Platforms 2. Distribution (App Stores / Marketplaces)
  • 4. mlyk consulting. 1. Development Platforms 2. Distribution (App Stores / Marketplaces) 3. Monetization
  • 5. mlyk consulting. Platform = Stage How to choose a mobile development Platform?
  • 6. mlyk consulting. Platforms
  • 7. mlyk consulting. 1M 40M 200M 50M 30M 1B
  • 8. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 9. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 10. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 11. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 12. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 13. mlyk consulting. 1M 40M 200M 50M 30M 1B Java ME 1B Flash Lite 500M Web 1B
  • 14. mlyk consulting. iPhone changed the game
  • 15. mlyk consulting. Why iPhone matters Sold units S60 200M
  • 16. mlyk consulting. Why iPhone matters Sold units S60 200M iPhone 40M
  • 17. mlyk consulting. Why iPhone matters % flat-rate Sold units data plan S60 200M x 0.15 iPhone 40M
  • 18. mlyk consulting. Why iPhone matters % flat-rate Potential Sold units data plan Customer S60 200M x 0.15 = 30M iPhone 40M
  • 19. mlyk consulting. Why iPhone matters % flat-rate Potential Sold units data plan Customer S60 200M x 0.15 = 30M iPhone 40M x 1.00
  • 20. mlyk consulting. Why iPhone matters % flat-rate Potential Sold units data plan Customer S60 200M x 0.15 = 30M iPhone 40M x 1.00 = 40M
  • 21. mlyk consulting. Why iPhone matters % flat-rate % knows Educated Sold units data plan about Apps Customer 200M x 0.15 x 0.10 = 3M S60 iPhone 40M x 1.00 x 0.60 = 24M
  • 22. mlyk consulting. Does Java matters? % flat-rate % knows Educated Sold units data plan about Apps Customer 200M x 0.15 x 0.10 = 3M S60 iPhone 40M x 1.00 x 0.60 = 24M Java ME 1B x 0.01 x 0.10 = 1M
  • 23. mlyk consulting.
  • 24. mlyk consulting.
  • 25. mlyk consulting.
  • 26. mlyk consulting. The initial User experience of your app on a E65
  • 27. mlyk consulting.
  • 28. mlyk consulting.
  • 29. mlyk consulting.
  • 30. mlyk consulting.
  • 31. mlyk consulting.
  • 32. mlyk consulting. Purchase Decision!
  • 33. mlyk consulting.
  • 34. mlyk consulting.
  • 35. mlyk consulting.
  • 36. mlyk consulting.
  • 37. mlyk consulting.
  • 38. mlyk consulting. OK – and where is the game i just downloaded?
  • 39. mlyk consulting.
  • 40. mlyk consulting. Nokia OVI Store supports 50M devices at the moment
  • 41. mlyk consulting.
  • 42. mlyk consulting.
  • 43. mlyk consulting.
  • 44. mlyk consulting. Purchase Decision! Select your payment methode.
  • 45. mlyk consulting.
  • 46. mlyk consulting.
  • 47. mlyk consulting. The initial User experience of your app on an iPhone
  • 48. mlyk consulting.
  • 49. mlyk consulting.
  • 50. mlyk consulting.
  • 51. mlyk consulting.
  • 52. mlyk consulting.
  • 53. mlyk consulting. Purchase Decision!
  • 54. mlyk consulting.
  • 55. mlyk consulting.
  • 56. mlyk consulting.
  • 57. mlyk consulting.
  • 58. mlyk consulting. App Stores / Marketplaces solves 2 problems
  • 59. mlyk consulting. A distribution solution
  • 60. mlyk consulting. A payment solution
  • 61. mlyk consulting. for both user and publisher
  • 62. mlyk consulting. 1.0 billion apps installed
  • 63. mlyk consulting. 1.0 billion apps installed 40 million devices
  • 64. mlyk consulting. 1.0 billion apps installed / 40 million devices = 25 apps in every device
  • 65. mlyk consulting. 50k apps published
  • 66. mlyk consulting. Gravitytank surveyed 804 smartphone users, 301 of whom own app-enabled phones (either Apple’s iPhone or HTC’s G1)
  • 67. mlyk consulting. 48% download a program once a week 48% using Apps at least 30 min per day 32% to play less with game consols and more with the mobile 31% say they less read newspaper 28% they watch less TV or use the mp3 player
  • 68. mlyk consulting. App Store does not solve marketing for you
  • 69. mlyk consulting. How to choose a platform?
  • 70. mlyk consulting. How to choose a platform? Do what you know - learn the platform
  • 71. mlyk consulting. How to choose a platform? Do what you know - learn the platform Think distribution and monetization first - technological possibilities second
  • 72. mlyk consulting. How to choose a platform? Do what you know - learn the platform Think distribution and monetization first - technological possibilities second Choose mobile web - if possible
  • 73. mlyk consulting. How to choose a platform? Do what you know - learn the platform Think distribution and monetization first - technological possibilities second Choose mobile web - if possible Do for current hot top devices - not for everybody, not for the past or the future
  • 74. mlyk consulting. The platform is a stage that defines an audience you reach
  • 75. mlyk consulting. App Stores / Marketplaces Distribution
  • 76. mlyk consulting. Overview
  • 77. mlyk consulting. Monetization
  • 78. mlyk consulting. Monetization Prices range between $0,79 to $999 AppStore provides 70% payout sold over iTunes Android market 70% payout paid by Google checkout OVI 70% payout if paid by Credit Card, if pay via the mobile phone bill it is 30% payout
  • 79. mlyk consulting. Monetization In-App advertising
  • 80. mlyk consulting. Monetization In-App advertising
  • 81. mlyk consulting. Monetization In-App advertising In-App Purchases (virtual goods, subscriptions) Branded App LITE version App then charge for more features and functionality
  • 82. mlyk consulting. Q&A
  • 83. mlyk consulting. Thank you very much for your attention! Michael Kirsch mkirsch@mlyk.com www.mlyk.com

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