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Karl Von Randow
 

Karl Von Randow

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    Karl Von Randow Karl Von Randow Presentation Transcript

    • The iPhone App Store
    • iPhone 3G launch 11 July 2008
    • App Store launch 11 July 2008
    • 11 Months Later...
    • What is the App Store? Part of the iTunes Store Exclusive marketplace for iPhone applications 70% / 30% revenue split with Apple E-commerce included Bandwidth included
    • How big was it? 80 Countries 30m iPhones & iPod Touches sold 800m App downloads 50k Developers 25k Applications
    • How big is it now? 80 Countries 4 0 m iP h o n e s & iP o d To u c h e s s o ld 1 , 0 0 0 m A p p d o w n lo a d s 50k+ Developers 5 0 k A p p lic a t io n s
    • 4 0 m illio n p o t e n t ia l c u s to m e rs
    • iP h o n e 3 G S s o ld 1 m illio n in f ir s t 3 d a y s
    • How does it work?
    • #1 rule You must have an iPhone to play
    • Creating an App Use an existing platform Develop something yourself
    • App Store Presence Listed in iTunes on desktop and in the App Store on iPhone Icon, product description, screen shots
    • App Store Presence Listed in iTunes on desktop and App Store on iPhone Icon, product description, screen shots User reviews
    • Mobile Fotos My precious
    • “ Pretty disappointing”
    • “ Abominable”
    • “ stupid no use”
    • App Store Presence Listed in iTunes on desktop and App Store on iPhone Icon, product description, screen shots User reviews No free trials or previews of apps
    • App Store Presence Appearance & availability can vary by region Popular or features apps vary by region
    • Getting on to the App Store Join the programme (US$99 / annum) Contracts, Bank details & IRS tax forms Submit application for review
    • Application Review
    • Application Review Apple review all submissions Terms & conditions Unknown duration 3 days, 2 weeks, or more
    • Rejection
    • Eucalyptus Things Made Out Of Other Things
    • Changeability
    • App Ratings 4 + No objectionable material 9 + Mild or infrequent violence / mature / horror 1 2 + Infrequent mild language / mature themes / simulated gambling, frequent violence 1 7 + Frequent, intense, ...
    • In-App Sales Paid via iTunes = easy for customers Sell a base application (not free) Sell content inside the app Creates new business models
    • Pricing Tiers Free US$0.99 US$1.99, US$2.99, ..., US$999.99 70% / 30% revenue split
    • Financials Paid monthly into bank account Up to 45 days after the end of month Paid in 6 currencies USD, CAD, GBP, EUR, AUD, JPY
    • Reporting Daily sales reports Monthly financial reports
    • Small Scale Leverage existing platform Legends Time to market: 1 week Promoted through social media 50% revenue share Low costs
    • Competition Books category has ~5,000 apps (NZ) App on the front-page for ~2 days Top sales are “Transformers” Sales stats are private
    • Promoting iPhone Apps
    • Promotion on the App Store is hard
    • Hallokitty Cactuslab
    • “ Leo sez ‘kick him in the balls for me!’ after playing with HalloKitty.”
    • Hallokitty Downloads / day T Renaissance he
    • “ Haha im gonna get everyone with this app, I almost sh!t my pants... LoL”
    • Thanks & Credits Adam Christopher, David Frampton, Layton Duncan, John Ballinger Flickr Creative Commons Photos http://www.flickr.com/photos/kitcowan/729969119/ http://www.flickr.com/photos/babamdogo/836974530/ http://www.flickr.com/photos/erikvanhannen/2475255345/ http://www.flickr.com/photos/superamit/130623447/ http://www.flickr.com/photos/nicsuzor/2554668884/ http://www.flickr.com/photos/valter/1158915892/ http://www.flickr.com/photos/dirkhansen/3112059563/ http://www.flickr.com/photos/the_justified_sinner/2498066986/ http://www.flickr.com/photos/lorispindler/2559724403/