Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices

Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices. Keith Ahern twitter.com/mogeneration mogeneration.com Keith Ahern Wednesday, 13 May 2009

Background ‣ Keith Ahern ‣ Co-Founder of mogeneration ‣ Mobile Technology Manager for News Digital Media: mobile web sites: news.com.au, truelocal, carsguide, moshtix ‣ CTO REDphone: mobile marketing: retail and real estate ‣ Developer for Netscape & Philips in Silicon Valley ‣ mogeneration.com ‣ Started September 2008. ‣ News Ltd was first customer: 6 iPhone apps released: News Ltd (The Australian, TrueLocal) ,Lingopal, Xumii, Perkler, Moo Shake! ‣ Ilkka Tales - Chairman - Founder of Engin CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Overview ‣ What can mobile applications do for my business? ‣ Which application stores or devices do I target? ‣ How do I get people to find my application? ‣ How do they keep coming back? ‣ How do I get started? CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

What can mobile applications do for my business? ‣ increase brand awareness ‣ reach customers on the go ‣ additional revenue stream CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Increase brand awareness ‣ your brand in your customers hands, on their terms ‣ leverage location, camera, address book ‣ simple word of mouth sharing CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Case study: Kraft iFood Assistant Over 7,000 recipes at your ﬁngertips Chicken or pork? Casserole or grilled? We have what you want! Smart Shopping List with Store Locator Tap for your grocery list and directions to nearby stores. Your very own mobile Recipe Box Loved it? Save it or sync it with your existing Recipe Box at kraftfoods.com. Delicious inspiration anywhere, anytime Tap the Recipe of the Day or browse ready-to-eat snacks, videos and more. CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Reach customers on the go ‣ on the device they have near them 24/7 ‣ people are more likely to go home to pick up their phone than their wallet CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Generate revenue ‣ app sales: $1 -> $1000 USD ‣ subscription / push ‣ Advertising: CPA, CPC, CPM $2-40, Sponsorship ‣ Extend online / printed content/ services CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Which application stores or devices do I target? ‣ Mobile 2.0 devices ‣ Must have: ‣ Touch Screen ‣ Resolution > 320 x 480 Android Palm Pre Blackberry iPhone ‣ 3G Storm ‣ ‘no worries’ data charges ‣ Desktop quality browser Wednesday, 13 May 2009

How do consumers behave on mobile 2.0 devices? ‣ Mobile 1.0 users are apathetic or sado-masochistic ‣ mobile 1.0 as last gasp of desperation to find information ‣ mobile 2.0 as first tool you think off to find information ‣ Mobile 2.0 users are enthusiastic about mobile possibilities ‣ they are buying content ‣ 85% of iphone users use an internet function on phone daily SOURCE MMetrics ‣ iPhone users show increased usage first thing in the morning and last thing at night - due to being docked beside bed, easy access to email and social networking tools Wednesday, 13 May 2009

Summary of App Stores - May 2009 feature Apple iPhone Android Market Blackberry Ovi Launch July 2008 October 2008 April 2009 June 2009 AU Launch, free July 2008 March 2009 ?? June 2009 AU Launch, paid July 2008 ?? ?? ?? Rev Share to 70% 70% 70% 70% developer # apps available 35,000 2300 700 0 Customer base 30M 2M > 20M ?? 0 NOW AU Cust base 500K 20K ?? 0 0 consumer/early enterprise/ consumer/free Customer type consumer/business adopter consumer phone iTunes - CC / Google Checkout/ Payment gateway Paypal Carrier billing Voucher Carrier copyright 2009 mogeneration.com - various sources - Gartner, Apple, RIM, Google, Wikipedia Wednesday, 13 May 2009

Types of apps - technology used ‣ web apps - a web site - based on web technology such as HTML, CSS and javascript ‣ native apps - based on java, C++ or objective C code ‣ hybrid apps - native app, with an embedded web app - think of it as having a branded copy of firefox or IE that goes to one URL on a users phone Wednesday, 13 May 2009

Web vs Hybrid vs Native web app hybrid native Based on web browser tech, processes & infrastructure Accessible by all mobile 2.0 devices Works off line Simple billing Discover by app store Discover by search, URL (SEM) Looks like native app Access camera Access GPS / Locations Access address book Access accelerometer CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

iPhone ‣ In 2009/2010 Nobody got fired for targeting iPhone* * except you, possibly. Depends on app, market and drivers CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

How do people find my application? ‣ Browsing mobile application stores “app stores” ‣ lite/free version with limited features ‣ advertising ‣ direct ‣ ad exchange - admob ‣ marketing: word of mouth / blogs / app review sites ‣ cross promotion from existing userbase ‣ device detection - send your existing users to your app CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

How do I keep them coming back? ‣ usability - from day #1 through lifecycle - like marketing ‣ design for mobile ‣ apply feedback - app store feedback is cheap ‣ What makes sense on mobile? directions, opening hours, time sensitive information, location information. entertainment/information. No logins, no registration, no data entry, browse and search, favourites ‣ analytics ‣ downloads, behaviour, ranking, affiliates, brand management ‣ subscriptions / push content ‣ reward CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

How do I get started? ‣ Solution is a balance of: ‣ what is your target audience ‣ how you want to make money? ‣ in house skills vs external ‣ time/money CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

How mogeneration can help ‣ Strategy ‣ Business models ‣ Development ‣ Marketing your ‣ Training company here CEBIT WebForward - Critical Success Factors for Commercial Mobile Applications - mogeneration Wednesday, 13 May 2009

Contact Keith Ahern Founder mogeneration +61 415 618 993 keith@mogeneration.com twitter (company) @mogeneration twitter (personal) @pubzak Ofﬁces in Sydney and Brisbane Wednesday, 13 May 2009

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Critical Success Factors for Commercial Mobile Applications or how to put big ideas into small devices

by Keith Ahern

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