iPrank

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  • Thanks for the share. Also check out some interesting prank videos here: http://www.iprank.tv
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  • Mention iPod Touch
  • Mention iPod Touch
  • Mention iPod Touch
  • Launched in July 2008
    Accessed through iTunes and on the iPhone




  • We also examined two cases to get....




  • Digital fart machine
    Launched late 2008, Priced at $0.99
    Christmas eve - $27,000 in net revenue after Apple’s cut
    Importance of top list & get momentum

  • Digital fart machine
    Launched late 2008, Priced at $0.99
    Christmas eve - $27,000 in net revenue after Apple’s cut
    Importance of top list & get momentum

  • Two-week test period
  • Limited to pricing and category selection
    Games as primary and Entertainment as secondary category
    Importance of getting on top list

  • Limited development costs - $10k
    1. 50k free apps, 10k paid. Cover our initial costs
    2.
  • This combination - the success of the App Store, the limited development costs, lessons learnt from the two success stories that we looked into and our own knowledge of the iPhone and similar services - make us believe that iPrank has a great potential to become the next hit application for the iPhone.

  • iPrank

    1. 1. iPRANK Course 739 - Service Marketing & New Technologies 19310 - Jacob Leander-Olsson 19781 - Martin Sandberg 21440 - Niklas Olsson Thursday, March 19, 2009
    2. 2. Voice changer Pre-recorded messages Hide your number Voice collections that allow user to ”dictate” conversation Recording & sharing Downloadable capabilities content Thursday, March 19, 2009
    3. 3. IPHONE • Originally launched in June 2007 • 17.4m units sold • Available in eighty-four countries Thursday, March 19, 2009
    4. 4. Original iPhone iPhone 3G Coming soon Thursday, March 19, 2009
    5. 5. USER DEMOGRAPHICS -18 år 51+ år 0.5 % 11.5 % 18-25 år 20.0 % 41-50 år 13.0 % 26-30 år 29.0 % 31-40 år 26.0 % Source: Spoiledmilk, Quick guide to iPhone apps, http://www.spoiledmilk.ch/blog/?p=551 Thursday, March 19, 2009
    6. 6. Thursday, March 19, 2009
    7. 7. APP STORE • 500,000,000 downloads • 25,000 applications • 70% / 30% split • 250m USD turnover in seven months • Competition from other application stores Thursday, March 19, 2009
    8. 8. BUSINESS MODELS • Paid • Advertisment-supported • Branded applications • Freemium Thursday, March 19, 2009
    9. 9. PRICING Free 23.0 % Paid 77.0 % Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/ Thursday, March 19, 2009
    10. 10. PRICING DISTRIBUTION Source: Edible Apple, The iTunes App Store is thriving, http://www.edibleapple.com/the-itunes-app-store-is-thriving/ Thursday, March 19, 2009
    11. 11. ILLUSION LABS Thursday, March 19, 2009
    12. 12. ILLUSION LABS Thursday, March 19, 2009
    13. 13. ILLUSION LABS Thursday, March 19, 2009
    14. 14. ILLUSION LABS Thursday, March 19, 2009
    15. 15. ILLUSION LABS Thursday, March 19, 2009
    16. 16. IFART Thursday, March 19, 2009
    17. 17. IFART Date Downloads Overall rank Dec 14, 2008 841 # 76 Dec 15, 2008 1,510 # 39 Dec 16, 2008 1,797 # 22 Dec 17, 2008 2,836 # 15 Dec 18, 2008 3,086 # 10 Dec 19, 2008 3,117 #9 Dec 20, 2008 5,497 #4 Dec 21, 2008 9,760 #2 Dec 22, 2008 13,274 #1 Dec 23, 2008 13,349 #1 Dec 24, 2008 19,520 #1 Dec 25, 2008 38,927 #1 Thursday, March 19, 2009
    18. 18. OUR BUSINESS MODEL • Free or $0.99 • Paid application reach only 18% • After-sale revenue equilibrium of $0.217 30000 $0.4 22500 $0.3 Revenues (USD) $0.2 15000 Project cost $0.1 7500 0 5k 10k 20k 30k 50k 75k 100k Thursday, March 19, 2009
    19. 19. MARKETING STRATEGY Thursday, March 19, 2009
    20. 20. OUTSIDE OF APP STORE • Viral ingredients of application • Sharing functionality • Website • Get a decent initial user base Thursday, March 19, 2009
    21. 21. DIFFERENT SCENARIOS $ • Scenario 1 - 50k free or 10k paid • Scenario 2 - 200k free or 40k paid • Scenario 3 - 7.2m or 360k paid Thursday, March 19, 2009
    22. 22. ”There's no chance that the iPhone is going to get any significant market share” ”I don't think anybody is going to be looking at these phones in the same way again” Thursday, March 19, 2009
    23. 23. ”There's no chance that the iPhone is going to get any significant market share” ”I don't think anybody is going to be looking at these phones in the same way again” Thursday, March 19, 2009
    24. 24. ? QUESTIONS Thursday, March 19, 2009

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