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iPhone Apps: From Idea to Implementation   October 2009   Presented by: Dustin Jacobsen Technical Director,  Barkley
Agenda <ul><li>Introduction </li></ul><ul><li>Mobile platform overview </li></ul><ul><li>iPhone and app growth </li></ul><...
Your Presenter <ul><li>Part of the Barkley Interactive Technical team </li></ul><ul><li>Likes shiny things </li></ul><ul><...
Relevancy <ul><li>Consumers </li></ul><ul><li>Competitors </li></ul>
Say What <ul><li>What do you want to learn today? </li></ul>
Apps <ul><li>What apps do you have installed? </li></ul><ul><li>What apps do you use? </li></ul>
Mobile Platforms <ul><li>Gartner is pretty gutsy in  predicting  Android will have 14.5% market share by 2012, ahead of iP...
Satisfaction Index via  TechCrunch
iFund <ul><li>Kleiner  Perkins  Caufield  & Byers </li></ul><ul><li>100 million fund  for iPhone / iPod Touch related busi...
 
 
 
 
 
Approach <ul><li>Strategize </li></ul><ul><li>Build </li></ul><ul><li>Launch </li></ul><ul><li>Promote </li></ul><ul><li>L...
Strategize <ul><li>Gold rush is over - must differentiate </li></ul><ul><li>Cost free vs. paid </li></ul><ul><li>Payment -...
Strategize <ul><li>Content </li></ul><ul><li>Channel conflict </li></ul><ul><li>Support & complaint handling </li></ul><ul...
Strategize - Free or Paid <ul><li>Paid (75%) </li></ul><ul><ul><li>Guinness Pub Finder $1.99 </li></ul></ul><ul><ul><li>Kr...
Build <ul><li>Internal vs. partnerships </li></ul><ul><li>Apple approval timeframe </li></ul><ul><li>Standard development ...
Promote <ul><li>62% of applications are found through search </li></ul><ul><li>60% of applications are found through brows...
<ul><li>Promotion through existing channels </li></ul><ul><ul><li>Corporate website </li></ul></ul><ul><ul><li>Newsletter ...
<ul><li>Promotion through new channels </li></ul><ul><ul><li>Mobile friendly websites </li></ul></ul><ul><ul><li>Mobile co...
Rinse & Repeat <ul><li>Iterative process </li></ul><ul><li>Time to market is more important than super feature rich </li><...
<ul><li>Apps for Brand Conference, Sept 23, 2009 </li></ul>Appendix
<ul><li>Dustin Jacobsen </li></ul><ul><li>Technical Director </li></ul><ul><li>Barkley </li></ul><ul><li>Follow: </li></ul...
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iPhone Apps: From Idea to Implementation

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An overview of an approach to creating iPhone applications

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Transcript of "iPhone Apps: From Idea to Implementation"

  1. 1. iPhone Apps: From Idea to Implementation October 2009 Presented by: Dustin Jacobsen Technical Director, Barkley
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Mobile platform overview </li></ul><ul><li>iPhone and app growth </li></ul><ul><li>Approach </li></ul>
  3. 3. Your Presenter <ul><li>Part of the Barkley Interactive Technical team </li></ul><ul><li>Likes shiny things </li></ul><ul><li>Presents on mobile, social and emerging technologies </li></ul><ul><li>Invitation to heckle me at ad:tech NY </li></ul>
  4. 4. Relevancy <ul><li>Consumers </li></ul><ul><li>Competitors </li></ul>
  5. 5. Say What <ul><li>What do you want to learn today? </li></ul>
  6. 6. Apps <ul><li>What apps do you have installed? </li></ul><ul><li>What apps do you use? </li></ul>
  7. 7. Mobile Platforms <ul><li>Gartner is pretty gutsy in predicting Android will have 14.5% market share by 2012, ahead of iPhone, BlackBerry </li></ul><ul><li>2012 prediction: </li></ul><ul><ul><li>Symbian (Nokia) 39% </li></ul></ul><ul><ul><li>Android (currently 2%) - 14.5% </li></ul></ul><ul><ul><li>iPhone - 13.7% </li></ul></ul><ul><ul><li>Windows Mobile - 12.8% </li></ul></ul><ul><ul><li>BlackBerry - 12.5% </li></ul></ul><ul><ul><li>Various Linux - 5.4% </li></ul></ul><ul><ul><li>Palm 2.1% </li></ul></ul>
  8. 8. Satisfaction Index via TechCrunch
  9. 9. iFund <ul><li>Kleiner Perkins Caufield & Byers </li></ul><ul><li>100 million fund for iPhone / iPod Touch related business ideas </li></ul>
  10. 15. Approach <ul><li>Strategize </li></ul><ul><li>Build </li></ul><ul><li>Launch </li></ul><ul><li>Promote </li></ul><ul><li>Listen for & incorporate feedback </li></ul><ul><li>Rinse & repeat </li></ul>
  11. 16. Strategize <ul><li>Gold rush is over - must differentiate </li></ul><ul><li>Cost free vs. paid </li></ul><ul><li>Payment - upgrades </li></ul><ul><li>App discovery </li></ul><ul><li>Ecosystem - build, re-brand, partner </li></ul><ul><li>Measurement of success </li></ul><ul><li>Is iPhone the right platform? </li></ul>
  12. 17. Strategize <ul><li>Content </li></ul><ul><li>Channel conflict </li></ul><ul><li>Support & complaint handling </li></ul><ul><li>Acquisition, retention or both? </li></ul><ul><li>Unique device characteristics </li></ul><ul><ul><li>Multi-touch, accelerometer, sensors, location / map, compass, photos, video </li></ul></ul>
  13. 18. Strategize - Free or Paid <ul><li>Paid (75%) </li></ul><ul><ul><li>Guinness Pub Finder $1.99 </li></ul></ul><ul><ul><li>Kraft iFood Assistant - $0.99 </li></ul></ul><ul><ul><ul><li>90+% are new to kraftfoods.com </li></ul></ul></ul><ul><ul><li>Major League Baseball $9.99 (+ per game) </li></ul></ul><ul><li>Free </li></ul><ul><ul><li>Pizza Hut </li></ul></ul><ul><ul><li>The Weather Channel </li></ul></ul><ul><ul><li>Benjamin Moore ColorCapture </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Gap StyleMixer </li></ul></ul>
  14. 19. Build <ul><li>Internal vs. partnerships </li></ul><ul><li>Apple approval timeframe </li></ul><ul><li>Standard development process, but have stakeholders beta test and become familiar with app </li></ul>
  15. 20. Promote <ul><li>62% of applications are found through search </li></ul><ul><li>60% of applications are found through browsing </li></ul><ul><li>20% of applications are found through ads within other apps </li></ul><ul><ul><li>Key - burst with media spend and promotion to get in the top </li></ul></ul><ul><ul><li>Admob, Advertising Age: Apps for Brands, September 23. 2009 </li></ul></ul>
  16. 21. <ul><li>Promotion through existing channels </li></ul><ul><ul><li>Corporate website </li></ul></ul><ul><ul><li>Newsletter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>PR </li></ul></ul>Promote
  17. 22. <ul><li>Promotion through new channels </li></ul><ul><ul><li>Mobile friendly websites </li></ul></ul><ul><ul><li>Mobile content sites </li></ul></ul><ul><ul><li>Other iPhone applications </li></ul></ul><ul><ul><ul><li>Weather, sports, finance </li></ul></ul></ul><ul><ul><li>Tagging SMS messages </li></ul></ul>Promote
  18. 23. Rinse & Repeat <ul><li>Iterative process </li></ul><ul><li>Time to market is more important than super feature rich </li></ul><ul><li>Updates provide a way to re-engage users </li></ul>
  19. 24. <ul><li>Apps for Brand Conference, Sept 23, 2009 </li></ul>Appendix
  20. 25. <ul><li>Dustin Jacobsen </li></ul><ul><li>Technical Director </li></ul><ul><li>Barkley </li></ul><ul><li>Follow: </li></ul><ul><li>Twitter </li></ul><ul><li>Blog </li></ul>Thanks!
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