Ideas to App Store (2010)


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This presentation on the opportunity in mobile applications was an executive briefing prepared for a client in the October of 2010. The content focuses on Apple devices and ecosystem, as requested by the client, and includes a discussion of web apps vs. native apps.

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Ideas to App Store (2010)

  1. 1. Ideas to App Store The Opportunity in Applications for Apple Mobile Devices Joseph DeSetto 1 813 639 4270 . @desetto .
  2. 2. Why Apple?
  3. 3. Devices2007 iPhone iPod touch2008 iPhone 3G iPod touch, 2nd Generation2009 iPhone 3GS iPod touch, 3rd Generation2010 iPhone 4 iPod touch, 4th Generation iPad
  4. 4. By the NumbersiPhone 33.75 million (Q4 2009)iPod touch 32 million (Q4 2009)iPad 3 million (June 24 2010)iTunes Stored Credit Cards: Over 100 million
  5. 5. iPod touch
  6. 6. iPod touchThe iPhone for Blackberry users.
  7. 7. iPadiPadiPadthe Boomer tablet
  8. 8. iPadtextbooks 2.0
  9. 9. iPadimmersive games
  10. 10. iPadBy 2015, the current iPad modelwill seem ancient.
  11. 11. iPhoneA phone with poor reception, and so much more.
  12. 12. iPhoneCameraMicrophoneGestures
  13. 13. Location Aware
  14. 14. Is a web app an app?Sort of. Web apps are...Browser based.Run from a server.Requires an Internet connection.No App Store, for better or worse.
  15. 15. Famous Web App: Google Maps
  16. 16. Mobile Web Apps
  17. 17. Web apps instead of apps?For games? No.For data apps and simple utilities?Well, maybe.
  18. 18. Promise vs. RealityIf mobile browsers all rendered the same,web apps would be the best choice.They don’t.
  19. 19. What is an app?Software that...Installs on the device.Generally works offline.Can access device hardware.Distributed through the App Store.
  20. 20. Promise vs. RealityIf mobile apps were easy to promote andsell, we would not need an App Store.They aren’t.
  21. 21. What is an App Store?
  22. 22. Promise vs. RealityHTML 5 means all mobile devices renderthe same, including audio and videoplayback.Not today, tomorrow, or the day after next.
  23. 23. Promise vs. RealityApple will give in and run Flash, so wait tobuild apps with Flash for iPhone, Android,and even Blackberry.Apple mobile devices will not allow Flashcontent in the foreseeable future.
  24. 24. Q&ADevicesThe App StoreWeb apps vs. Apps
  25. 25. Making AppsStep 1.Join the iPhone Developer Program as anIndividual, Company, or Enterprise.
  26. 26. iPhone Developer ProgramIsn’t my Company an Enterprise?
  27. 27. iPhone Developer ProgramIndividual and Company. $99/year.Enterprise: Internal Distribution OnlyEducation: 20+ Copies, 50% offUniversity: Free tools for teaching iOS
  28. 28. iPhone Developer ProgramI’m not a developer. Why should I join?
  29. 29. iTunes ConnectThe brains of the operation.
  30. 30. Demo
  31. 31. Tools of the TradeXCode
  32. 32. Tools of the TradeCorona Unity GameSalad
  33. 33. Q&AiPhone Developer ProgramsiTunes ConnectDevelopment Tools
  34. 34. The Rules
  35. 35. By Order of SteveApps must not contain any obscene,pornographic, offensive or defamatory content ormaterials of any kind (text, graphics, images,photographs, etc.), or other content or materialsthat in Apple’s reasonable judgment may befound objectionable.
  36. 36. The Rules
  37. 37. Apps Must Do, Well, Something... this application contains minimal userfunctionality and will not be appropriate for theApp Store.
  38. 38. The Rules
  39. 39. Thoughts on FlashWe [Apple] know from painful experience that letting a thirdparty layer of software come between the platform and thedeveloper ultimately results in sub-standard apps and hindersthe enhancement and progress of the platform. If developersgrow dependent on third party development libraries and tools,they can only take advantage of platform enhancements if andwhen the third party chooses to adopt the new features. Wecannot be at the mercy of a third party deciding if and whenthey will make our enhancements available to our developers.Steve JobsApril 2010
  40. 40. Limited Promo Copies Apps can be free. If you sell an app, you can’t just give it away. Huh?
  41. 41. Limited Promo Copies 50 copies per version of an app. Gifts supported in iOS 4. Gift certificates or sale outside of iTunes? No.
  42. 42. Limited eCommerceNo in-app purchase of physical goods.Shopping carts are okay.User input of credit card information isokay.Actual transaction processing is throughSafari only.
  43. 43. Limited eCommerce
  44. 44. Giveaways & ContestsApps may hold contests or give away prizes,but not as the sole purpose of the app.The focus should be on gameplay, not prizes.May not cross into gambling.
  45. 45. Giveaways & Contests3.3.21 Your Application may include promotional, sweepstake or contest functionalityprovided that:You are the sole sponsor of the promotion and that You and Your Application complywith any applicable laws and fulfill any applicable registration requirements in thecountry or territory where You make Your Application available and the promotion isopen.You agree that You are solely responsible for any promotion and any prize, and alsoagree to clearly state in binding official rules for each promotion that Apple is not asponsor of, or responsible for conducting, the promotion.
  46. 46. GamblingNo lotteries or gambling.An app cannot have the sole purpose ofwinning a game of chance for a cash orcash equivalent prize.Winning virtual goods, however, is allowed.
  47. 47. Too Many Rules?Selling an app Ad Hoc, or without the AppStore, limits distribution to 200 copies.Build for each device based on uniqueidentifier, not user credentials.App Store is a curated retail environment.
  48. 48. Q&AThe Rules of the App Store
  49. 49. iOS 4
  50. 50. iOS 4
  51. 51. iOS 4
  52. 52. Design for Web, 1995 - 2005 Typical user? Seated at a desk. Standard mouse and keyboard. Office or home office environment. Single task oriented.
  53. 53. Design for Mobile, 2005 - ?Typical user?Surrounded by DistractionsMultitaskingMovingInterrupted
  54. 54. Requisite Powerpoint Chart Source: Jan 2010 Flurry
  55. 55. Build a Better GameAchievementsLeaderboardUnlocked ContentEasy to learn, hard to masterMundane ideas, done well
  56. 56. Achievements
  57. 57. Keep Score
  58. 58. Unlocked Content
  59. 59. Easy to Learn, Hard to Master
  60. 60. Mundane Ideas, Done WellPlant crops to ward off zombies.Slingshot birds at pigs.Jump from building to building.Slice fruit.Land planes.Cook and serve food.Classics: Scrabble (twice) and Solitaire.
  61. 61. Q&AiOS 4 vs. iPhone OS 3Design for MobileGames
  62. 62. Income StrategiesTiered PricingFreemiumAd SupportedMobile to Brick-and-Mortar
  63. 63. Tiered Pricing 70% for developer 30% to Apple Includes: credit card processing currency conversation wireless carriers
  64. 64. FreemiumFree to download.Upgrade still 70/30 split.
  65. 65. Ad Supported
  66. 66. iAd Supported
  67. 67. Mobile to Brick-and-Mortar
  68. 68. UpdatesApproved by AppleApp Store DownloadOptional to UsersIs Dynamic Content an Update?
  69. 69. Q&AIncome Strategies
  70. 70. Advanced FeaturesPushIn-App PurchaseUniversal Apps
  71. 71. Push
  72. 72. In App Purchase
  73. 73. In App Purchase
  74. 74. Universal AppsOne binary file that includes iPhone, iPad,and iPod touch versions of an app.
  75. 75. Universal Apps
  76. 76. Universal Apps
  77. 77. Universal Apps
  78. 78. Universal Apps
  79. 79. Non-Universal AppsCommonly uses HDname for iPad.Keeps download sizeunder 3G limit.May charge user twice!
  80. 80. Q&APushIn-App PurchaseUniversal Apps
  81. 81. Here Today, Gone Tomorrow85% of “day zero” users lost in 30 days.A great app may have 5% of “day zero”users in only 6 months.The App Store is designed for highturnover.
  82. 82. Requisite Powerpoint Chart Source: Jan 2010 Flurry
  83. 83. Yesterday’s NewsEvery 6 months, major OS changes likely.
  84. 84. Yesterday’s NewsEvery 6 to 12 months, new devices.April, iPadJune, iPhoneSeptember, iPod touch
  85. 85. Yesterday’s NewsWithin 2 years, today’s devices will missout on new features.
  86. 86. Party Like Its 1995.Like the early days of the web, App Storedevelopers have diverse backgrounds.As such, potential vendors are likely to bemulti-disciplinary teams.
  87. 87. Who creates apps?Advertising/Marketing types.Console game, web application & desktopsoftware coders.Flash refugees.Zynga. 37Signals.Math nerds. Students.Offshore sweatshops.Obscure Mac developers that suddenlyfeel vindicated.
  88. 88. Chart Showing What I Just Said Source: Jan 2010 Flurry
  89. 89. Two ApproachesAgile
  90. 90. Two ApproachesWaterfall
  91. 91. Make Your Vendors BetterKnow your audience.Keep to your niche.
  92. 92. Niche success: Proloquo2Go
  93. 93. Make Your Vendors BetterRemember an app is not a small website.Or print ad.Or television show.
  94. 94. Make Your Vendors BetterLeave out features and adapt quickly.Frequent updates keep users interested,so don’t wait for perfect.
  95. 95. Make Your Vendors BetterApps can’t solve bad products.**This message brought to you by developers everywhere.
  96. 96. Make Your Vendors BetterGreat apps are not desktop software inminiature.
  97. 97. Make Your Vendors BetterRemember, making an app simple forusers does not mean it is easier orcheaper to develop.
  98. 98. Q&ATypes of VendorsProject ApproachesMaking Vendors Better
  99. 99. Information SourcesIn-App AnalyticsApp Store Reports
  100. 100. Analytics
  101. 101. What can we track?Device Data may not be provided or disclosed to a third party withoutApple’s prior written consent. Accordingly, the use of third party software inYour Application to collect and send Device Data to a third party forprocessing or analysis is expressly prohibited.
  102. 102. What can we track?Some company called Flurry had data on devices that we were using onour campus -- new devices. They were getting this info by gettingdevelopers to put software in their apps that sent info back to thiscompany! ... Its violating our privacy policies, and its pissing us off! So wesaid were only going to allow analytics that dont give our device info -only for the purpose of advertising.Steve JobsJune 2010
  103. 103. App Store ReportsSKUCountryPrice PaidYour ShareIn a text file to import to Excel, etc.
  104. 104. Standard EquipmentStandard UI ControlsNo databasesNo animation
  105. 105. Optional Equipment OpenGL-ES Core Audio Custom UI Core Data / SQLite Push Notifications In-App Purchase
  106. 106. Q&AAnalyticsCost Considerations
  107. 107. Best in Class iPad
  108. 108. Best in ClassiPhone & iPod touch
  109. 109. Q&ABest in Class Apps
  110. 110. Next in Mobile?More social.More virtual goods.More non-traditional devices.Television 2.0.Bandwidth Battles.
  111. 111. Social Integration
  112. 112. Virtual Currency
  113. 113. iOS 4 on... BMW?
  114. 114. TV + App Store = ?
  115. 115. Bandwidth
  116. 116. Q&ASocial features.Virtual goods.Future directions.
  117. 117. n.
  118. 118. than k yo u!Joseph 813 639 4270