iPhone Apps: From Idea to Implementation October 2009 Presented by: Dustin Jacobsen Technical Director, Barkley

Agenda Introduction Mobile platform overview iPhone and app growth Approach

Introduction

Mobile platform overview

iPhone and app growth

Approach

Your Presenter Part of the Barkley Interactive Technical team Likes shiny things Presents on mobile, social and emerging technologies Invitation to heckle me at ad:tech NY

Part of the Barkley Interactive Technical team

Likes shiny things

Presents on mobile, social and emerging technologies

Invitation to heckle me at ad:tech NY

Relevancy Consumers Competitors

Consumers

Competitors

Say What What do you want to learn today?

What do you want to learn today?

Apps What apps do you have installed? What apps do you use?

What apps do you have installed?

What apps do you use?

Mobile Platforms Gartner is pretty gutsy in predicting Android will have 14.5% market share by 2012, ahead of iPhone, BlackBerry 2012 prediction: Symbian (Nokia) 39% Android (currently 2%) - 14.5% iPhone - 13.7% Windows Mobile - 12.8% BlackBerry - 12.5% Various Linux - 5.4% Palm 2.1%

Gartner is pretty gutsy in predicting Android will have 14.5% market share by 2012, ahead of iPhone, BlackBerry

2012 prediction:

Symbian (Nokia) 39%

Android (currently 2%) - 14.5%

iPhone - 13.7%

Windows Mobile - 12.8%

BlackBerry - 12.5%

Various Linux - 5.4%

Palm 2.1%

Satisfaction Index via TechCrunch

iFund Kleiner Perkins Caufield & Byers 100 million fund for iPhone / iPod Touch related business ideas

Kleiner Perkins Caufield & Byers

100 million fund for iPhone / iPod Touch related business ideas

Approach Strategize Build Launch Promote Listen for & incorporate feedback Rinse & repeat

Strategize

Build

Launch

Promote

Listen for & incorporate feedback

Rinse & repeat

Strategize Gold rush is over - must differentiate Cost free vs. paid Payment - upgrades App discovery Ecosystem - build, re-brand, partner Measurement of success Is iPhone the right platform?

Gold rush is over - must differentiate

Cost free vs. paid

Payment - upgrades

App discovery

Ecosystem - build, re-brand, partner

Measurement of success

Is iPhone the right platform?

Strategize Content Channel conflict Support & complaint handling Acquisition, retention or both? Unique device characteristics Multi-touch, accelerometer, sensors, location / map, compass, photos, video

Content

Channel conflict

Support & complaint handling

Acquisition, retention or both?

Unique device characteristics

Multi-touch, accelerometer, sensors, location / map, compass, photos, video

Strategize - Free or Paid Paid (75%) Guinness Pub Finder $1.99 Kraft iFood Assistant - $0.99 90+% are new to kraftfoods.com Major League Baseball $9.99 (+ per game) Free Pizza Hut The Weather Channel Benjamin Moore ColorCapture Yelp Gap StyleMixer

Paid (75%)

Guinness Pub Finder $1.99

Kraft iFood Assistant - $0.99

90+% are new to kraftfoods.com

Major League Baseball $9.99 (+ per game)

Free

Pizza Hut

The Weather Channel

Benjamin Moore ColorCapture

Yelp

Gap StyleMixer

Build Internal vs. partnerships Apple approval timeframe Standard development process, but have stakeholders beta test and become familiar with app

Internal vs. partnerships

Apple approval timeframe

Standard development process, but have stakeholders beta test and become familiar with app

Promote 62% of applications are found through search 60% of applications are found through browsing 20% of applications are found through ads within other apps Key - burst with media spend and promotion to get in the top Admob, Advertising Age: Apps for Brands, September 23. 2009

62% of applications are found through search

60% of applications are found through browsing

20% of applications are found through ads within other apps

Key - burst with media spend and promotion to get in the top

Admob, Advertising Age: Apps for Brands, September 23. 2009

Promotion through existing channels Corporate website Newsletter Facebook Twitter PR Promote

Promotion through existing channels

Corporate website

Newsletter

Facebook

Twitter

PR

Promotion through new channels Mobile friendly websites Mobile content sites Other iPhone applications Weather, sports, finance Tagging SMS messages Promote

Promotion through new channels

Mobile friendly websites

Mobile content sites

Other iPhone applications

Weather, sports, finance

Tagging SMS messages

Rinse & Repeat Iterative process Time to market is more important than super feature rich Updates provide a way to re-engage users

Iterative process

Time to market is more important than super feature rich

Updates provide a way to re-engage users

Apps for Brand Conference, Sept 23, 2009 Appendix

Apps for Brand Conference, Sept 23, 2009

Dustin Jacobsen Technical Director Barkley Follow: Twitter Blog Thanks!

Dustin Jacobsen

Technical Director

Barkley

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