0
Anatomy of an iPhone app               TJ Tee               Partner, Alphapod
Hello there :)How many of you•  Own/have used an iPhone/smartphone•  Are developing a mobile strategy for your   clients• ...
What is an app?•  A small software that carries out a specific set   of functions.•  A user experience•  An opportunity to ...
Characteristics of an app•  Dependent on the native device operating   system (OS)•  Leverages on the native OS’ user expe...
Avg iPhone user has 48 apps
iPhone apps most sticky
Are apps the next Website?No. Why?•  Not everyone needs an app•  Barrier of entry is generally quite high   (consumers, br...
Native vs Web-basedWeb-based apps•  Works across all/most platforms•  Requires a mobile browser•  Build once, run everywhe...
Native vs Web-basedNative apps•  High definition graphics•  Slick, cool effects•  Take advantage of allocated computing pow...
It’s the UX, baby!The mobile user experience is unique•  Limited screen real-estate•  Users are mobile (duh!), in unusual ...
KILLER iOS FEATURES
Top 5 killer features#1 Push alerts•  Any interaction with your app can trigger an   alert•  App doesn’t have to be on for...
Top 5 killer features#2 In-app purchasing•  Highly engaged users can be persuaded to   pay for virtual goods/currency•  “1...
Image source: Kotaku.com
The Sunk Cost FallacyGo read•  http://kotaku.com/5787095/the-science-   behind-people-wasting-money-on-farmville•  http://...
Top 5 killer features#3 Geolocation•  App can know a user’s location at all times•  Location + social provides very useful...
Top 5 killer features#4 3rd party APIs•  The “unglamorous” side of apps, little gnomes   that make the magic happen•  Exam...
Top 5 killer features#5 Facebook Connect•  Every Web page becomes social instantly•  Portable social graph opens up new   ...
MARKETING + LAUNCH
Marketing your appStart marketing as early as possible•  The product (app) is often the best form of   marketing  –  Creat...
Free marketing (pre-launch)•  Tease  –  Create a viral “launching soon” page, use     LaunchRock•  Website  –  Screenshots...
Free marketing (post-launch)•  Apple – Top charts, New & Noteworthy, User   reviews•  Telcos – need cool apps to sell devi...
Paid marketingMultiple entry points, track effectiveness•  Advertising  –  Facebook Ads, SEM, in-app, display (selective)•...
Pre-launch: Things to know•  Keyword optimization  –  Observe what keywords competitors are/aren’t     using, don’t try to...
MEASUREMENT
Why is it important?Provides a clear indication of •  Usage patterns•  Feature efficacy•  App navigation•  Emerging behavio...
App metricsMust-have basics•  App downloads•  Sign-ups (create account, FB Connect, etc.)•  Active users•  App launch•  Cu...
App metricsAdvanced•  Frequency of use•  Average time + depth of engagement•  Behavioral patterns (map navigation paths)• ...
Tools for measurementAnalytics•  Mixpanel•  App Annie•  iTunes Connect•  GoSquared•  Google Analytics•  Bit.ly
Optimization: Why?Continuous improvement•  User experience (UI, code, features, etc.) for   improved engagement•  User con...
What to expect•  Mostly gradual improvements  –  Be patient•  Be ready to  –  Discard certain features, discover new onesI...
MONETIZATION STRATEGIES
Free•  User pays $0 for an app that works 100%•  Monetary value is derived from indirect   monetization  –  User base  –  ...
Paid•  User pays upfront for the app – a fee that   justifies/exceeds the perceived lifetime   value to the user•  Dec 2010...
Freemium•  Basic app is free (e.g. Angry Birds Lite)•  Users pay for “pro” or full version of the app   (e.g. Angry Birds)...
Ad-supported•  App is often free, user sees ads (e.g. AdMob,   iAds, etc.)•  App owner earns from ad-generated revenue
Acquisition/action basis•  Lead generation  –  Sign-up  –  Download  –  Enquiry•  User-driven action rewards e.g. TapJoy
In-app purchase•  Direct integration with iTunes account for “1-   click” purchase. All that’s required is user’s   iTunes...
Subscription•  Subscription workarounds  –  User pays on the website, activates account  –  Users account to login on app ...
THAT’S ALL, FOLKS!
Get in touch         TJ Tee  tj@alphapod.com@tjtee | about.me/tjtee
Upcoming SlideShare
Loading in...5
×

TJ Tee - Anatomy of an iPhone App

1,021

Published on

TJ Tee's talk at The New Media Asia 2011 conference

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,021
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "TJ Tee - Anatomy of an iPhone App"

  1. 1. Anatomy of an iPhone app TJ Tee Partner, Alphapod
  2. 2. Hello there :)How many of you•  Own/have used an iPhone/smartphone•  Are developing a mobile strategy for your clients•  Build apps
  3. 3. What is an app?•  A small software that carries out a specific set of functions.•  A user experience•  An opportunity to engage with a highly targeted audience
  4. 4. Characteristics of an app•  Dependent on the native device operating system (OS)•  Leverages on the native OS’ user experience•  Often has a simplified/distilled featureset (e.g. a subset of the full website)•  Doesn’t necessarily require an Internet connection to work
  5. 5. Avg iPhone user has 48 apps
  6. 6. iPhone apps most sticky
  7. 7. Are apps the next Website?No. Why?•  Not everyone needs an app•  Barrier of entry is generally quite high (consumers, brands, developers)•  A reasonably good app requires a specific set of expertise to develop
  8. 8. Native vs Web-basedWeb-based apps•  Works across all/most platforms•  Requires a mobile browser•  Build once, run everywhere approach
  9. 9. Native vs Web-basedNative apps•  High definition graphics•  Slick, cool effects•  Take advantage of allocated computing power•  Leverage device’s internal features e.g. camera, accelerometer, gyroscope•  Immediate response
  10. 10. It’s the UX, baby!The mobile user experience is unique•  Limited screen real-estate•  Users are mobile (duh!), in unusual places•  Personal – entertainment, news, time- wasters, utility, social, etc.•  Pure opt-in. User chooses what app she wants on her phone
  11. 11. KILLER iOS FEATURES
  12. 12. Top 5 killer features#1 Push alerts•  Any interaction with your app can trigger an alert•  App doesn’t have to be on for alerts to work!•  Makes apps super sticky (repeat interactions, multiple engagement opportunities)
  13. 13. Top 5 killer features#2 In-app purchasing•  Highly engaged users can be persuaded to pay for virtual goods/currency•  “1-click” payment is now a reality•  High perceived value + emotional investment (e.g. $0.99 for 1000 gold) justifies spending•  Revenue share (Dev:Apple, 70:30)
  14. 14. Image source: Kotaku.com
  15. 15. The Sunk Cost FallacyGo read•  http://kotaku.com/5787095/the-science- behind-people-wasting-money-on-farmville•  http://youarenotsosmart.com/2011/03/25/the- sunk-cost-fallacy
  16. 16. Top 5 killer features#3 Geolocation•  App can know a user’s location at all times•  Location + social provides very useful context for personalization•  Geo metadata (in images, etc.) can further verify user’s location•  Region monitoring/geofencing – a viable alternative to checking in
  17. 17. Top 5 killer features#4 3rd party APIs•  The “unglamorous” side of apps, little gnomes that make the magic happen•  Examples of APIs: Facebook Graph API, Google Maps, Foursquare, SimpleGeo, Instagram, etc.•  APIs return highly valuable context and enable “crossing-over” of communities
  18. 18. Top 5 killer features#5 Facebook Connect•  Every Web page becomes social instantly•  Portable social graph opens up new opportunities – increased trust, higher conversion rates, personalization, etc.•  “1-click” sign-up is now a reality•  Death of the high-friction, proprietary Sign- up?
  19. 19. MARKETING + LAUNCH
  20. 20. Marketing your appStart marketing as early as possible•  The product (app) is often the best form of marketing –  Create something unique or a spin to an existing category•  Develop a strategy to be visible and sticky –  Be highly shareable (FB News Feed, Twitter, etc.)•  Start with people you know
  21. 21. Free marketing (pre-launch)•  Tease –  Create a viral “launching soon” page, use LaunchRock•  Website –  Screenshots, video, newsletter•  Time your launch –  Coincide with live event or trend to boost popularity
  22. 22. Free marketing (post-launch)•  Apple – Top charts, New & Noteworthy, User reviews•  Telcos – need cool apps to sell devices•  SEO•  Social media•  Blogs and review sites – get featured, give freebies or guest post on authoritative sites•  Events – Webcamp, Digital Wed, TNMA
  23. 23. Paid marketingMultiple entry points, track effectiveness•  Advertising –  Facebook Ads, SEM, in-app, display (selective)•  Sponsorship –  Events, contests•  Free/cheap for a limited time only –  EA are pros, find a reason to drive hype
  24. 24. Pre-launch: Things to know•  Keyword optimization –  Observe what keywords competitors are/aren’t using, don’t try to game the system•  Ranking/search criteria –  Old: High weightage on download count –  New: Apple is testing out a new algorithm which places high weightage on app usage
  25. 25. MEASUREMENT
  26. 26. Why is it important?Provides a clear indication of •  Usage patterns•  Feature efficacy•  App navigation•  Emerging behaviors (useful for future iterations)
  27. 27. App metricsMust-have basics•  App downloads•  Sign-ups (create account, FB Connect, etc.)•  Active users•  App launch•  Custom actions (vote, submit, share, etc.)
  28. 28. App metricsAdvanced•  Frequency of use•  Average time + depth of engagement•  Behavioral patterns (map navigation paths)•  Funnel analysis (for conversion tracking)•  Correlating all the above with usage context, e.g. location, time
  29. 29. Tools for measurementAnalytics•  Mixpanel•  App Annie•  iTunes Connect•  GoSquared•  Google Analytics•  Bit.ly
  30. 30. Optimization: Why?Continuous improvement•  User experience (UI, code, features, etc.) for improved engagement•  User conversion – shortening the distance between initial download and set goals•  Monetization – increasing average yield per user•  Cost management – (+) efficiency, (-) $
  31. 31. What to expect•  Mostly gradual improvements –  Be patient•  Be ready to –  Discard certain features, discover new onesIf things are going south•  Going back to the drawing board –  Airbnb failed twice before getting it right
  32. 32. MONETIZATION STRATEGIES
  33. 33. Free•  User pays $0 for an app that works 100%•  Monetary value is derived from indirect monetization –  User base –  Downloads –  Content –  User activity –  Overall brand/company valuation
  34. 34. Paid•  User pays upfront for the app – a fee that justifies/exceeds the perceived lifetime value to the user•  Dec 2010 stats (source: Apple) –  67% of all apps on App Store are Paid –  50% of all apps are $0.99-$2.99 –  Average price of a Paid app is $2.43
  35. 35. Freemium•  Basic app is free (e.g. Angry Birds Lite)•  Users pay for “pro” or full version of the app (e.g. Angry Birds)•  Basic versions either –  Have entire basic or limited featureset•  While –  “Pro” versions have extra useful features –  Full versions unlock entire featureset
  36. 36. Ad-supported•  App is often free, user sees ads (e.g. AdMob, iAds, etc.)•  App owner earns from ad-generated revenue
  37. 37. Acquisition/action basis•  Lead generation –  Sign-up –  Download –  Enquiry•  User-driven action rewards e.g. TapJoy
  38. 38. In-app purchase•  Direct integration with iTunes account for “1- click” purchase. All that’s required is user’s iTunes password•  Game developers are making a killing with this
  39. 39. Subscription•  Subscription workarounds –  User pays on the website, activates account –  Users account to login on app –  Apple gets $0•  Apple will soon introduce in-app subscriptions at $0 revenue sharing
  40. 40. THAT’S ALL, FOLKS!
  41. 41. Get in touch TJ Tee tj@alphapod.com@tjtee | about.me/tjtee
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×