Ad tech.how.to.build.a.successful.app.melville.carrie
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The document discusses lessons learned from creating a successful visual search app. It recommends (1) choosing a niche category and platform, (2) getting close to the client, (3) using agile development practices, (4) defining success realistically, (5) treating clients well, and (6) carefully selecting a flexible and high-performance hosting provider. The app achieved exposure and partnerships but had limited downloads and revenue, demonstrating commercial success is difficult for niche lifestyle apps.
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- 1. How to build a successful app: the (7) lessons learned in the journey to becoming the UKs 1st hosted GPU farm © 2010 Melville Carrie
- 2. Who am I? Melville Carrie VP, Product Management © 2010 Melville Carrie
- 3. For who? © 2010 Melville Carrie
- 4. What do we do? Visual Search © 2010 Melville Carrie
- 5. What is Visual Search? Take a picture of something... ...get information about it! © 2010 Melville Carrie
- 6. We created: WINEfindr The world’s first price comparison App for Wine that uses Visual Search © 2010 Melville Carrie
- 7. © 2010 Melville Carrie
- 8. Featured by: Apple; twice © 2010 Melville Carrie
- 9. BBC Radio 1 © 2010 Melville Carrie
- 10. BBC Something for the Weekend © 2010 Melville Carrie
- 11. FIVE The Gadget Show © 2010 Melville Carrie
- 12. Dennis iGIZMO magazine © 2010 Melville Carrie
- 13. And... Broadsheets Local press Local radio © 2010 Melville Carrie
- 14. Lesson #1 Choose your category carefully © 2010 Melville Carrie
- 15. Which Category? Games = mass market Lifestyle = niche Wine = esoteric © 2010 Melville Carrie
- 16. Lesson #2 Choose your platform carefully © 2010 Melville Carrie
- 17. Which Platform? iPhone/iOS = crowded Android = geeky Blackberry/OS6 = niche Nokia/Symbian = mass market Windows Phone 7 = new © 2010 Melville Carrie
- 18. What about Bada? Bada = small © 2010 Melville Carrie
- 19. Lesson #3 Get close to your client © 2010 Melville Carrie
- 20. Client: closeness Agree specification early Sign-off continuously Agree payment (70/30) © 2010 Melville Carrie
- 21. Lesson #4 Be Agile © 2010 Melville Carrie
- 22. Remain Agile Design templates (Photoshop) Code to (agreed) spec Build continuously Test immediately © 2010 Melville Carrie
- 23. Did I mention... Build continuously Test immediately © 2010 Melville Carrie
- 24. And... Build continuously Test immediately © 2010 Melville Carrie
- 25. Lesson #5 Define success © 2010 Melville Carrie
- 26. Success? #1 Downloads #2 Revenue #3 Exposure © 2010 Melville Carrie
- 27. Perfect world! Downloads + Revenue + Exposure © 2010 Melville Carrie
- 28. Reality: Downloads WINEfindr <10,000 TD (Tesco Wine Finder 100,000 TD) (Waitrose App 220,000 in 4 weeks) © 2010 Melville Carrie
- 29. Reality: Revenue App price – Distributor share – VAT App price: £2.99 Apple share: 30% VAT: 15% Your share: £1.82 © 2010 Melville Carrie
- 30. Lesson #5a You are not going to be a millionaire ...least not by making Lifestyle Apps ...on the iOS platform ...with wine as the sub category ...as a unknown brand! © 2010 Melville Carrie
- 31. £1.82 © 2010 Melville Carrie
- 32. Reality: Exposure Showcase App for Visual Search ...amazing success Brought us big brands ...and lots of interest © 2010 Melville Carrie
- 33. We created: Tesco Wine Finder © 2010 Melville Carrie
- 34. We enabled: centrica App © 2010 Melville Carrie
- 35. Reality: Exposure We started winning things... © 2010 Melville Carrie
- 36. Winner: Microsoft BizSpark One © 2010 Melville Carrie
- 37. Winner: Geek’n’Rolla 2010 © 2010 Melville Carrie
- 38. Winner: WP7 Boot Camp © 2010 Melville Carrie
- 39. Reality: Exposure We attracted more brands © 2010 Melville Carrie
- 40. Working with: Samsung © 2010 Melville Carrie
- 41. Creating: Waitrose Wine Finder © 2010 Melville Carrie
- 42. Reality: Exposure Then we started partnering © 2010 Melville Carrie
- 43. Partnering with: Microsoft © 2010 Melville Carrie
- 44. Reality: Exposure And now being nominated © 2010 Melville Carrie
- 45. Nominee: Tech Media Invest 100 © 2010 Melville Carrie
- 46. Nominee: Kemp Little Award © 2010 Melville Carrie
- 47. Lesson #6 Be nice... ...and look after your clients ...and they will be nice to you! © 2010 Melville Carrie
- 48. “The work Cortexica did for us in delivering this app was outstanding.” Nick Lansley Head of R&D © 2010 Melville Carrie
- 49. Lesson #7 Select your host carefully © 2010 Melville Carrie
- 50. Which host? #1 Flexible #2 Speed / Peer-ing #3 Service (SLA + global) #4 Price © 2010 Melville Carrie
- 51. Flexible: must be Able to accommodate GPU servers Customised specification Adaptable © 2010 Melville Carrie
- 52. Speed: must be Fast pipe Low latency (global peer) © 2010 Melville Carrie
- 53. Service: must be Responsive Guaranteed Continuous (24/7) Global presence (expansion) © 2010 Melville Carrie
- 54. Price: must be Competitive Amortisable Scalable © 2010 Melville Carrie
- 55. Partnering with: Peer1 © 2010 Melville Carrie
- 56. Build on: nVidia © 2010 Melville Carrie
- 57. UKs 1st hosted GPU farm 100 interconnected GPUs Index 1m frames of video per day Search billions of images © 2010 Melville Carrie
- 58. Lesson learned #1 Choose your category carefully #2 Choose your platform carefully #3 Get close to your client #4 Be Agile #5 Define success #6 Be nice... #7 Select your host carefully © 2010 Melville Carrie
- 59. Remember Build continuously Test immediately © 2010 Melville Carrie
- 60. ...and don’t forget You are not going to be a millionaire © 2010 Melville Carrie
- 61. Questions? @MadMaxMel linkedin.com/in/melvillecarrie/ © 2010 Melville Carrie