Browser based mobile applications - or how to reach 375x more devices than iPhone's app-store

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A case study about how to open the mobile app market to 3 Billion devices instead of just 8 Million iPhones.

A case study about how to open the mobile app market to 3 Billion devices instead of just 8 Million iPhones.

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  • 1. CASE STUDY „MOBILE APPLICATIONS“ „iPhone, Android, and all the others“ by Roland Sigmond May 20th, 2010 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 2. AGENDA 1.
Assignment
 2.
SWOT‐Analysis
 3.
Finding
Target
Markets
 4.
Distribu1on
channels
 5.
Partnering
strategies
 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 3. 1. THE ASSIGNMENT •  Create a go-to-market strategy for a global software and services company that is planning to release a mobile browser based application globally •  Focus on helping define –  Target markets –  Distribution channels –  Partnering strategies Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 4. 2. BROWSER BASED MOBILE APPLICATION SWOT-analysis for browser based mobile apps. By using browser based mobile applications the app-market grows from millions to billions. This is impossible with current proprietary solutions. Strengths
 Weaknesses
 ‐ 
By‐pass
proprietary
app‐stores
like
iTunes
 ‐
Standards
have
to
be
established
yet
 ‐
No
need
to
install,
just
view
in
browser
 ‐ 
Very
differing
devices:
screen
resolu1ons,

 ‐ 
One
app
and
mul1
plaLorm
compa1ble




 

keyboards
(buTons,
touch‐interfaces),
carriers
 

(Handsets,
PC)
 Opportuni2es
 Threats
 ‐ 
3
Billion
mobile
devices
as
poten1al
market
 ‐
Different
types
of
mobile
browsers
 ‐
With
Javascript
APIs
even
GPS‐modules
on



 ‐ 
Already
a
huge
amount
of
proprietary
apps


 

mobile
devices
can
be
accessed.
More
to
come.
 

exis1ng.
Migra1on‐willingness?
 ‐
All
you
will
need
to
view
HTML5
on
mobile:

 

A
browser.
Unlike
Flash:
Plugin
 ‐ 
Entry
barriers
for
developers
are
lower
 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 5. 3. FINDING TARGET MARKETS The key of the go-to-market strategy is the customer. Understanding the new power of the socially connected customers is essential for success. It is absolutely neccessary that communication is authentic. •  Communication In order to succeed your company must have an authentic communication •  Knowledge Excellent knowledge about target market •  Relationship Open relationship with your target market enables you to get: –  Very valuable and genuine information about their motivations, behaviors, desires... –  Not only buyers, but fans –  Free buzz across all social media platforms Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 6. 3. FINDING TARGET MARKETS The key of the go-to-market strategy is the customer. Five steps how to find the target market almost on autopilot. 1.
ATrac1on
 •  ScaTer
relevant
informa1on
 2.
Scarcity
 •  Limit
admission
to
beta‐version
 3.
Beta
 •  
Authen1c
dialogue
with
early
adopters
during
beta‐phase
 4.
Reward
 •  Just
before
the
official
launch
reward
the
users
 5.
Launch
 •  Consumers
are
fans
already
 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 7. 4. DISTRIBUTION CHANNELS Innovative use of channel distribution is essential App-store fragmentation is a big problem – but it is also a huge opportunity. 
 Consequence
 Situa1on
now
 Opportunity Fragmenta1on
 Many
 Developers
are
 of
proprietary
 handhelds
are
 looking
for
 app
stores
 unaccessible
 ways
of
direct
 for
developers
 distribu1on
 Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 8. 4. DISTRIBUTION CHANNELS Innovative use of channel distribution is essential The distribution process is devided in two phases to accomplish optimum results. •  Beta-Phase, Now-fall 2010 –  Develop web app in HTML 5 –  Host app on own servers –  Build cooperation with Wholesale Applications Community (WAC) and use your software and services compentences to become a leading part of the project •  Release-Phase, Starting fall 2010 –  Portation to the universal BONDI platform used by WAC –  When WAC becomes available in the beginning of 2011 the app can be distributed across multiple devices simultaneously Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 9. 5. PARTNERING STRATEGIES Select partners are very important. The most important partners will be the carriers. •  Wholesale Applications Community –  As part of WAC there is already a pool of partners to cooperate with: T-mobile, AT&T, Vodafone, Samsung, Verizon, Telefonica, Sprint, LG, etc. •  Weaknesses = Opportunities –  Every cellphone must have a carrier –  But not every cellphone manufacturer has its own appstore •  Cooperation with the carriers –  Because they will be the gateway to all the WAC-apps – and your app: •  Carriers have all contacts to customers (T-mobile alone has 150 Million customers worldwide vs. sold iPhones so far: approx. 8 Million) •  Trusted billing mechanisms are already established Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 10. 6. IMPORTANT LAST THINGS Understand the market and the people. Apple still does a lot of things right. Learn and make it better, or totally different •  Don‘t let the carriers rule WAC –  They are slow and nobody likes them •  Apple –  Strategical and business decicisons are important, but in the end one question is the most important: How to compete with Apple‘s sexyness?! –  Apple‘s success derives from: Design, usability and myth •  Open up! –  Don‘t just stick to the rules in the book. Break them. Be honest and try to create a great service –  Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.
  • 11. 6. IMPORTANT LAST THINGS Understand the market and the people. Apple still does a lot of things right. Learn and make it better, or totally different Feel free to use this presentation as you wish. Please write me what you think! Roland Sigmond post@rolandsigmond.com Roland Sigmond - www.rolandsigmond.com CreativeCommons. Use it, share it, edit it.