HOW TO CREATE A SUCCESSFUL SMARTPHONE APP Dominic Pride, The Sound Horizon MIDEMNET Academy 25 January 2010
TODAY’S MIDEMNET ACADEMY SESSION What’s going on with mobile apps? What’s successful in music apps ? What the opportunity for artists? Five steps to app success Q&A Download this presentation at www.midem.com www.m-e-f.org www.thesoundhorizon.com @thesoundhorizon
Sources: Apple AppStore / Distimo / The Sound Horizon Analysis Making, discovering and interacting with music are the most popular themes
INGREDIENTS FOR SUCESSFUL APPS Most Popular Free (US)* Most Popular Paid (US)* Most Grossing (US)* Pandora WHAT: Interactive streaming WHY: Immersive, personal. Unlimited music and context. Ocarina WHAT: Virtual instrument WHY?: Active engagement. “Perform to the world.” I Am T-Pain WHAT: “Auto-tune” singalong and share WHY?: Active. engagement. Community. 1 1 1 Shazam WHAT: Recognition and discovery WHY: Strong mobile utility premium. Innovative use for mobile 2 2 I Am T-Pain WHAT: “Auto-tune”singalong and share WHY?: Active engagement. Community. Guitar Toolkit WHAT: Metronome, chords & tuner WHY?: “Multitool” approach and mobile premium. 2 *May- December 2009. Sources: Apple AppStore / Distimo
APPS = OPPORTUNITIES TO CONNECT Your artists Your innovative app App Stores Your hyper- connected fans
15 Application stores & developer programmes In addition to the application stores, many handset manufacturers and operators run their own developer programmes eg RIM’s Alliance Programme, O2’s Litmus and Nokia’s Launchpad. These are communities or ‘innovation incubators’ providing support and feedback for developers, while giving the companies first sight of the most innovative applications. Useful websites: www.wipconnector.com lists app stores and developer programmes www.distimo.com categorises the main app stores by operator/handset Find an ally within each developer programme and ‘network, network, network…’
GARTNER INC: PROJECTED APPS GROWTH Source: Gartner Inc. 2010
WHERE ARE MUSIC APPS? ...not in the top 10 categories overall in Europeor US…. …but No.4 in the Apple App Store… …and helping to drive other key categories… .. and adding spice to app stores retail mix! Source: Comscore. 3 month average ending Sept. 09. All App stores.
ABOUT MEF Who is MEF?Mobile Entertainment Forum is the leading global trade body representing all parts of the mobile media ecosystem with headquarters in London and regional chapters in Americas, Asia, EMEA and LATAM. Why join?
Networking & business development via MEF Connects member events to facilitate market entry
MEF working groups addressing key industry issues e.g. Content Sales Reporting
Regulation summaries keeping you up-to-speed on regulation affecting your business
Access to research via our network of strategic partners
Who are members? 160 companies from across the value chain including: