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Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
Designing The Ideal Appstore Wip Jam Ctia
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Designing The Ideal Appstore Wip Jam Ctia

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Results from 2 brainstorming sessions held at WIPJam CTIA designing an ideal appstore

Results from 2 brainstorming sessions held at WIPJam CTIA designing an ideal appstore

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  • 1. Designing the ideal appstore Session 1 <ul><li>Here are the results of 2 brainstorming sessions held at CTIA around “designing your ideal appstore” </li></ul><ul><li>Great results and good discussion… looking forward to continuing the discussion online… </li></ul><ul><li>Moderated by: </li></ul><ul><ul><li>Terry Hughes, Redwood Technologies </li></ul></ul><ul><ul><li>Peter Baldwin, PB Strategic Consultancy </li></ul></ul><ul><ul><li>Thibaut Rouffineau, Symbian Foundation </li></ul></ul>
  • 2. Love it in appstores <ul><li>What makes a great appstore: </li></ul><ul><ul><li>Easy discoverability of applications on device (just a few clicks) </li></ul></ul><ul><ul><li>Ease of application upgrades (either for maintenance or for additional features) </li></ul></ul><ul><ul><li>Lifecycle management (price control across application lifespan) </li></ul></ul><ul><ul><li>Certification (trust) </li></ul></ul><ul><ul><li>Recommendation by others and by appstore provider (Amazon or Facebook style) </li></ul></ul><ul><ul><li>Enablement of multiple pricing models: pay per use, one off, subscription, trial, ad sponsored </li></ul></ul><ul><ul><li>Absence of price ceiling </li></ul></ul><ul><ul><li>Ability to offer a trial period </li></ul></ul><ul><ul><li>Ease of buying – credit card, paypal or operator </li></ul></ul><ul><ul><li>Existence of free applications as loss leaders </li></ul></ul><ul><ul><li>Absence of testing fees Availability of a complementary online and on device strategy to make for easy set-up and buying </li></ul></ul><ul><ul><li>Ability to embed a monitoring tool to allow tracking of application usage and usage patterns </li></ul></ul>
  • 3. Hate it in appstores <ul><li>What makes a BAD appstore: </li></ul><ul><ul><li>WAP style appstore </li></ul></ul><ul><ul><li>Downwards pricing pressure </li></ul></ul><ul><ul><li>Consumers used to 0.99$ apps </li></ul></ul><ul><ul><li>Fragmentation of devices and cost to target them all </li></ul></ul><ul><ul><li>Additional efforts and costs linked to fragmentation </li></ul></ul>
  • 4. End user Developer Independent billing operator Advertising $ $ Account Account
  • 5. Designing the ideal appstore Session 2
  • 6. Love it / hate it in appstores <ul><li>What makes a great appstore: </li></ul><ul><ul><li>Easy submission mechanism for applications across multiple devices </li></ul></ul><ul><ul><li>Transparent acceptance criteria for apps to be added to the appstore </li></ul></ul><ul><ul><li>Possibility to have a personal contact within the appstore providers </li></ul></ul><ul><ul><li>Possibility by the appstore provider to provide an end user support mechanism within the appstore (maybe through a forum?) </li></ul></ul><ul><ul><li>Lifecycle management of application (including pricing) </li></ul></ul><ul><ul><li>Possibility to do pricing experimentation (including discounts) </li></ul></ul><ul><ul><li>Social recommendation mechanism embedded in the store </li></ul></ul><ul><ul><li>Display relevant and personalised content based on location, context, past purchases, handset, personal data </li></ul></ul><ul><ul><li>Possibility to create appstore by verticals (e-health appstore) </li></ul></ul><ul><ul><li>Support for multiple devices within a single appstore </li></ul></ul><ul><ul><li>Appstore provider that spend marketing $ raising customer awareness </li></ul></ul><ul><ul><li>Appstore that’s pre-loaded on a device </li></ul></ul>
  • 7. Easy & transparent submission End user Developer $ $ App Crowd testing Broker Social recommendation (Facebook?) Opt-in smart recommendation (Amazon?) White label Advertising Preferences and context

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