iPhone Apps: From Idea to Implementation

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

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

Relevancy
Consumers
Competitors

Say What
What do you want to learn today?

Apps
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%

Satisfaction Index via TechCrunch

iFund
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
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

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

Build
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

Promotion through existing channels
Corporate website
Newsletter
Facebook
Twitter
PR
Promote

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

Rinse & Repeat
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

Dustin Jacobsen
Technical Director
Barkley
Follow:
Twitter
Blog
Thanks!

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iPhone Apps: From Idea to Implementation

by Dustin Jacobsen on Oct 16, 2009

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iPhone Apps: From Idea to Implementation — Presentation Transcript