Marketing Apps: The Business of webOS
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Joe Hayashi shares his experiences to help you market your webOS apps.

Joe Hayashi shares his experiences to help you market your webOS apps.

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  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • Marketing Toolkit - http://bit.ly/cxtZ7l <br />
  • http://bit.ly/cxtZ7l <br />
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  • Check out examples descriptions rewritten by Palm&#x2019;s marketing team - http://bit.ly/dxcCTp <br /> Look at your competitors descriptions? <br />
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Marketing Apps: The Business of webOS Presentation Transcript

  • 1. Marketing Apps: The Business of Joe Hayashi VP Product Management, Platform & Tools April 24, 2010 joe.hayashi@palm.com
  • 2. An Interactive Discussion • Priorities & Inspiration • Best Practices... Now that you’ve got an app • How to use what we give you • Feeds & URLs & other channels • App Marketing 101 • Some things we’ve learned • Q&A / Discussion
  • 3. PR IO RI TI Palm - Inspired By the Web ES
  • 4. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI
  • 5. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI HOW: Freedom, Choice, Transparency, Community, Open
  • 6. PR IO RI TI Palm - Inspired By the Web ES DELIVER: Capabilities, ROI HOW: Freedom, Choice, Transparency, Community, Open THEN: Listen, Iterate, Improve
  • 7. PR B A ES CT T OMG - I Made an App! IC ES
  • 8. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money?
  • 9. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money?
  • 10. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different...
  • 11. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it?
  • 12. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it? • How should I distribute it? • What are these other choices?
  • 13. PR B A ES CT T OMG - I Made an App! IC ES • How can I make money? • How do I market it? • Everyone’s catalog / store is a little different... • Where should I distribute it? • How should I distribute it? • What are these other choices? • Hot Apps Marketing Toolkit!
  • 14. PR BE A S CT T Palm Distribution - Need to Know IC ES Choose App Catalog
  • 15. PR BE A S CT T Palm Distribution - Need to Know IC ES Choose App Catalog
  • 16. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing
  • 17. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review
  • 18. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review 3 - No thanks, I have my own distribution I’m an enterprise Don’t make me public
  • 19. PR BE A S CT T Why Choose Web or Beta Channels IC ES 1 - Beta testing 2 - “Rapid Release” - No review 3 - No thanks, I have my own distribution I’m an enterprise Don’t make me public 4 - Because... I’m on budget I’m just kicking the tires I feel like it
  • 20. PR BE A S CT T Channels - What Users See IC ES Highest volume $50 & Palm review
  • 21. PR BE A S CT T Channels - What Users See IC ES Highest volume Free & Paid $50 & Palm Rapid Release review
  • 22. PR BE A S CT T Channels - What Users See IC ES Highest volume Beta Testing Free & Paid $50 & Palm Private, w/url, Rapid Release review public
  • 23. PR BE A S CT T Countries and Localization IC ES
  • 24. PR BE A S CT T Search - Help People Find Your Apps IC ES Search ranking 1 - Title 2 - Company Name 3 - Descriptions 4 - Tags
  • 25. PR BE A S CT T Marketing 101 - Descriptions IC ES
  • 26. PR BE A S CT T Marketing 101 - Descriptions IC ES
  • 27. PR BE A S CT T Marketing 101 - Descriptions IC ES
  • 28. PR BE A S CT T Marketing 101 - Short, simple, clear IC ES • What is your app good for? • Why is your app different? • What are the key features? • Balance new users vs. existing users • Descriptive, unique, but sensible words - search • We know we have work to do... • Carriage returns / simple layout, etc. • What’s new in v1.x - presenting different info to different people • ...
  • 29. PR B A ES CT T “Other” Descriptions IC ES
  • 30. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES
  • 31. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons!
  • 32. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons! • Screen shots - 3 on device, 5 feeds
  • 33. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES • Great icons! • Screen shots - 3 on device, 5 feeds • Videos!
  • 34. PR BE A S CT T Pictures Are Worth a 1000 Words IC ES
  • 35. Paratroopers Video Demo • http://www.youtube.com/watch? v=xmHm4oP8vg0
  • 36. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End Web Data Feeds Web Sites
  • 37. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End Web Data Feeds Web Sites SMS App Apps On Device Palm App Catalog Client Your App
  • 38. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device Palm App Catalog Client Your App
  • 39. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device • Preware Palm App Catalog Client • More Apps • AppScoop Your App
  • 40. Feeds, Community - Your Data PR BE A S CT T Travels IC ES Palm Apps Back End • PreCentral • webOS Roundup • Mobspot Web Data Feeds • House of Palm • myAppBox Web Sites SMS App Apps On Device • Preware Palm App Catalog Client • More Apps • AppScoop Your App
  • 41. PR BE A S CT T Use Your App URL IC ES
  • 42. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID
  • 43. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page
  • 44. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page • Use it everywhere • Your web site, ads, emails, texts, tweets, forum links, you name it!
  • 45. PR BE A S CT T Use Your App URL IC ES • Every app has one • Summary page for web and beta apps • http://developer.palm.com/appredirect/?packageid=YOURAPPID • What it does • Web -> Opens “PC landing page” • On device -> Opens to your app catalog page • Use it everywhere • Your web site, ads, emails, texts, tweets, forum links, you name it! • Caveats • URL shorteners • PC landing page redirect
  • 46. PR BE A S CT T IC App Marketing 101 ES
  • 47. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP
  • 48. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing
  • 49. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog
  • 50. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app
  • 51. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs
  • 52. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves
  • 53. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps
  • 54. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community
  • 55. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist
  • 56. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist • Listen to customer feedback, engage with them
  • 57. PR BE A S CT T IC App Marketing 101 ES • Build a great app, clear UVP • Test all marketing • Social media - Twitter, FB, blog • Lite / Free version if doing a paid app • Buy other in app advertising, swap links, use the URLs • Use your products to sell themselves • Advertising, share with friends, links out to your portfolio of apps • Leverage the community • Engage your users - register, lifecycle: new to evangelist • Listen to customer feedback, engage with them • Iterate - go fast, become #1 in your market
  • 58. PR BE A S CT T What We’ve Heard IC ES • How do I get featured? • Build a great app, do great marketing • Migrate control from Palm to developers and the community • Make the app catalog a better sales vehicle • Make it easier for customers to buy • Richer ecosystem of tools • Metrics, Advertising, Promotional tools, Localization partners? • Provide more monetization options • Your ideas here...
  • 59. LE A RN IN Not All Apps Are Created Equal G S
  • 60. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has
  • 61. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has • Category leaders • What is the dynamic of the app •Content vs. functional •Frequency, intensity, longevity • How big is the category?
  • 62. LE A RN IN Not All Apps Are Created Equal G S • Things everyone has • Category leaders • What is the dynamic of the app •Content vs. functional •Frequency, intensity, longevity • How big is the category? • Gateway apps • Teachers • Introduce the user to new uses of the device • High word of mouth, leads to expansion of device use
  • 63. LE A RN IN What’s Working? G S
  • 64. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps
  • 65. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance
  • 66. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY
  • 67. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY • If you are small, go gateway
  • 68. LE A RN IN What’s Working? G S • You can see from the data... • Hot Apps Leaderboard • PDK apps • Categories not substantially different than other platforms • Games, Productivity, Entertainment, Music, Social Networking, Lifestyle, Weather, Navigation, Travel, News, Reference, Books, Finance • It’s EARLY • If you are small, go gateway • Leverage Palm’s strengths • Multitasking, notifications, web integration, integration....
  • 69. Q&A joe.hayashi@palm.com
  • 70. LE A RN IN Developer Considerations G S
  • 71. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation
  • 72. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities
  • 73. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities • Advertising • Audience size, attractiveness of audience
  • 74. LE A RN IN Developer Considerations G S • Development • Ease / Joy of development, capabilities, fragmentation • Sales / ROI • Marketplace attractiveness •# of apps / installed base •# of unique purchasers & purchaser behavior • Marketplace competitiveness / Marketing opportunities • Advertising • Audience size, attractiveness of audience • Cross platform imperative • Where can you learn fast?
  • 75. Q&A joe.hayashi@palm.com
  • 76. developer.palm.com