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Midem 2010 Mobile Music Apps Workshop

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Practical 5 step guide to devise your mobile music app strategy

Practical 5 step guide to devise your mobile music app strategy

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  • Range and depthApple: 100KGetjar: 59KAndroid: 15KRIM: 4K
  • GRAPHICS:POINTS:

Transcript

  • 1. HOW TO CREATE A SUCCESSFUL SMARTPHONE APP
    Dominic Pride, The Sound Horizon
    MIDEMNET Academy
    25 January 2010
  • 2. 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
  • 3. 2009: MOBILE APPS EXPLODE
    Sources: ,Gartner Inc. Apple, Getjar, Flurry, Nokia, Distimo
  • 19. 2010 AND BEYOND: APPS STAY HOT
    Mobile Apps In 2013
    • Apps go beyond mobile phones
    -Handhelds
    -Slates
    -Consoles
    -TVs
    21.7 BN
    $29.5 BN
    Downloads
    Revenues
    • Smartphones get super-smart while “dumb” phones get smarter
    2009: Smartphone
    2010: Superphone
    Sources: Gartner Inc., Flurry
    Apps will become the dominant way we interact with content and services
  • 20. WHAT’S DRIVING MUSIC APPS?
    Creation:
    Services:
    Interaction:
    Artist:
    Access:
    • Audio / Video
    • 29. Themed compilation
    Sources: Apple AppStore / Distimo / The Sound Horizon Analysis
    Making, discovering and interacting with music are the most popular themes
  • 30. 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
  • 31. APPS = OPPORTUNITIES TO CONNECT
    Your artists
    Your innovative app
    App Stores
    Your hyper- connected fans
    • Want to engage with artists and other fans
    • 32. Want new ways to use their smartphones
    • 33. Want hit products and differentiation
    • 34. Looking to add value to mobile brand
    • 35. Looking for new and relevant ways to connect with audiences
    • 36. More digital natives!
    • 37. Your chance to entertain mobile fans…
    then upsell
    Apps let artists connect with fans and fans connect with each other
    …..…so what are you waiting for ?
  • 38. Five Steps to Apps Success
  • 39. STEP 1: STRATEGIES FOR SUCCESS
    • Do you need an app?
    -will your fans use it?
    • Which platforms and where?
    • 40. What’s your key goal?
    -free vs. premium vs. freemium
    • What will you measure?
    • 41. Is your artist involved?
    • 42. How does it fit your digital strategy?
  • STEP 2: DESIGN FOR MOBILE
    • Exploit mobility
    -Location
    -Community
    -Currency
    -Personalisation
    • Recognise the platform
    -UI and interaction
    -Integrate with apps / features
  • 43. STEP 3: BUILD AND TEST YOUR APP
    Some options for building your app
    Use (and re-use) web elements!
    You are the publisher.
    Test and take quality seriously. Your users will!
  • 44. STEP 4: LAUNCH ON STORE
    • Getting approval
    -Anticipate and budget time
    • Communication
    -Be there for questions
    • Take care of details
    -T&Cs
    -Marketing materials
    -Target your app
  • 45. STEP 5: PROMOTE AND SUPPORT
    • Pitch for those promo slots
    -Account manage your stores!
    • Let the product do your marketing
    -Feedback is precious
    • Mobile Ads
    -Target relevant handsets
    • Use your existing channels
    -Tell fans to tell other fans
  • 46. YOUR 5 STEPS TO APP SUCCESS
    ENTERTAIN US !
    INVOLVE US! !
    Harness fan power
    Support your app store partners
    Take ownership of quality
    Innovate
    Engage
    Simplify
     Have a clear app strategy
  • 47. Let’s talk !
    sarah@m-e-f.org
    www.m-e-f.org
    dominic@thesoundhorizon.com
    www.thesoundhorizon.com
    Twitter: @thesoundhorizon
  • 48. 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…’
  • 49. GARTNER INC: PROJECTED APPS GROWTH
    Source: Gartner Inc. 2010
  • 50. 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.
  • 51. 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
    • 52. MEF working groups addressing key industry issues e.g. Content Sales Reporting
    • 53. Regulation summaries keeping you up-to-speed on regulation affecting your business
    • 54. Access to research via our network of strategic partners
    Who are members?
    160 companies from across the value chain including:
    • Network operatorse.g.Vodafone, Telecom Italia, Turkcell, MTN, Orange
    • 55. Content ownerse.g.SonyPictures, Sony Music, BBC, Axel Springer
    • 56. Technology platform providers e.g.24-7 Entertainment, Aspiro, Muzicall, Omnifone, Shazam
    See www.m-e-f.org for a full list of members.