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Karl Von Randow
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Transcript

  • 1. The iPhone App Store
  • 2. iPhone 3G launch 11 July 2008
  • 3. App Store launch 11 July 2008
  • 4. 11 Months Later...
  • 5. 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
  • 6. How big was it? 80 Countries 30m iPhones & iPod Touches sold 800m App downloads 50k Developers 25k Applications
  • 7. 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
  • 8. 4 0 m illio n p o t e n t ia l c u s to m e rs
  • 9. 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
  • 10. How does it work?
  • 11. #1 rule You must have an iPhone to play
  • 12. Creating an App Use an existing platform Develop something yourself
  • 13. App Store Presence Listed in iTunes on desktop and in the App Store on iPhone Icon, product description, screen shots
  • 14. App Store Presence Listed in iTunes on desktop and App Store on iPhone Icon, product description, screen shots User reviews
  • 15. Mobile Fotos My precious
  • 16. “ Pretty disappointing”
  • 17. “ Abominable”
  • 18. “ stupid no use”
  • 19. 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
  • 20. App Store Presence Appearance & availability can vary by region Popular or features apps vary by region
  • 21. Getting on to the App Store Join the programme (US$99 / annum) Contracts, Bank details & IRS tax forms Submit application for review
  • 22. Application Review
  • 23. Application Review Apple review all submissions Terms & conditions Unknown duration 3 days, 2 weeks, or more
  • 24. Rejection
  • 25. Eucalyptus Things Made Out Of Other Things
  • 26. Changeability
  • 27. 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, ...
  • 28. In-App Sales Paid via iTunes = easy for customers Sell a base application (not free) Sell content inside the app Creates new business models
  • 29. Pricing Tiers Free US$0.99 US$1.99, US$2.99, ..., US$999.99 70% / 30% revenue split
  • 30. 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
  • 31. Reporting Daily sales reports Monthly financial reports
  • 32. Small Scale Leverage existing platform Legends Time to market: 1 week Promoted through social media 50% revenue share Low costs
  • 33. Competition Books category has ~5,000 apps (NZ) App on the front-page for ~2 days Top sales are “Transformers” Sales stats are private
  • 34. Promoting iPhone Apps
  • 35. Promotion on the App Store is hard
  • 36. Hallokitty Cactuslab
  • 37. “ Leo sez ‘kick him in the balls for me!’ after playing with HalloKitty.”
  • 38. Hallokitty Downloads / day T Renaissance he
  • 39. “ Haha im gonna get everyone with this app, I almost sh!t my pants... LoL”
  • 40. 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/