Making Money At Mobile

Making Money in Mobile by Mark Murphy, CommonsWare Sunday, March 7, 2010

The Slashdot Way • Write an app • Publish the app on the dominant market • ???? • PROFIT! Sunday, March 7, 2010

Catalog Conundrum • Catalogs • Lots of products • Small listings • Single place to order • Android Market, iPhone App Store are catalogs Sunday, March 7, 2010

Brownian Motion • Role of catalogs • Get your product out to many eyeballs • Minimize barriers to purchase • Result? • Random people ﬁnding random products Sunday, March 7, 2010

Segments, in 2D! • Horizontal = all Android users • Difﬁcult to reach, differentiate, serve • Vertical = all cyclists • Serve a segment, not a platform Sunday, March 7, 2010

How the World Works • What you really need • Identiﬁable segment • Reachable segment • Unique selling proposition • Something worth buying Sunday, March 7, 2010

Values, Great and Small • Horizontal • Comparing you to everything else • Net: price driven down • Vertical • Comparing you to targeted competition • Net: greater odds of value-based pricing Sunday, March 7, 2010

Slashdot Guide, Redux • Identify a reachable segment • Write a quality app with a unique selling proposition • Publish the app wherever segment might ﬁnd it • Communicate with that segment • PROFIT!!! (we hope) Sunday, March 7, 2010

Applying Drake Same concept applies in marketing: segment gets progressively ﬁltered by exposure, interest, price issues, etc. Sunday, March 7, 2010

Ends and Means • App as end • 1:1 sales to individual users • Always a tough market, anywhere • App as means • Making money beyond, or instead of, 1:1 sales to individual users Sunday, March 7, 2010

Let’s Make a Deal • Bulk licensing of app • Enterprises • Mobile carriers and device manufacturers • Universities • Content and Service Providers • Etc. Sunday, March 7, 2010

Free! Not Just for Beer! • Freemium Strategies = Make the App... • ...sell the ad space, analytics, ... • ...sell the plugins, remixes, map editors, ... • ...sell the online account • ...sell the content • ...sell the ﬁrm Sunday, March 7, 2010

Developers ^ 3 • Developer tools • Help, support frameworks • Cross-platform development kits • Services: translations, testing, porting, UX, marketing • Agency for foreign developers Sunday, March 7, 2010

Box? There’s a Box? • Bug hunter • Enterprise customizer • Guru: mobileetc. native code translation, accessibility, JS, • Talent agent • App generator • Augmented reality layer builder Sunday, March 7, 2010

Common Themes • Role of apps • Proof of ability • “Force multiplier” • Salable asset (to people, ﬁrms, acquirers) • Finding and serving niche markets • More opportunities with OEM-able OSes Sunday, March 7, 2010

Required Reading • Blog posts • Android Business Models http://bit.ly/andbizmodels2 • FREE (Chris Anderson) • Seth Godin, Tara Hunt, et. al. Sunday, March 7, 2010

Summary • 1:1 App Sales • Don’t “post and pray” -- have a strategy • Find, know, talk to your segment • Pick platform(s) to serve the segment • Think beyond selling apps to individuals Sunday, March 7, 2010

Making Money At Mobile

by CommonsWare on Mar 07, 2010

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