Designing The Ideal Appstore Wip Jam Ctia

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

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Designing The Ideal Appstore Wip Jam Ctia

  1. 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. 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. 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. 4. End user Developer Independent billing operator Advertising $ $ Account Account
  5. 5. Designing the ideal appstore Session 2
  6. 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. 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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