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Selling in Mobile Markets
Rana Sobhany
Author, Marketing iPhone Apps (O’Reilly)
rana.sobhany@gmail.com
About Me
About Me
Rana Sobhany is not a marketer, at least not in the
traditional sense. She is a brand storyteller who believes
th...
About Me
            For me,
   Politics + Entertainment +
  Venture Capital + Advertising
           = Mobile
About Me
BELIEF SYSTEM ABOUT MOBILE
Passionate about brand vision
Data-driven decision-making
Metrics, metrics, metrics
Ra...
Workshop Format
Workshop Format
This workshop will be an active ideation session.
!   Hour 1 - The opportunity.
!   Hour 2 - Mobile strate...
Section 1 - Opportunity
Digital Content
Digital Content

Before we discuss mobile,

                            we must first evaluate digital.
Digital Content

Digital is sort of the opposite of publishing.
Digital Content

 Digital took what was the value of publishers, content,
 and commoditized it by reducing the price point...
Digital Content

Moving from print to digital is challenging for any
industry but particularly for publishers.
Digital bro...
Digital Content
How can publishers stay relevant in an
environment like this?
Great content.
    Curation.
        Quality...
Mobile Content
Mobile Content

There is good news...


               mobile is more like print than digital is.
Mobile Content
Readily available.
Engagement on the users’ terms
Short bursts of usage.
Mobile Content

Mobile provides a perfect hybrid of traditional and
digital, made small and compact and always on.
Mobile Content

Monetary exchange for content (if you want)
The Briefest History of Mobile
The Briefest History of Mobile

 Mobile and digital have been parallel universes
The Briefest History of Mobile

 Mobile has historically been about utility whereas
 digital has shined in the arena of re...
The Briefest History of Mobile

 Because mobile has been about utility, few have been
 thinking about the opportunity for ...
The Briefest History of Mobile

 80s - carriers
 90s - size of cell phone
 00s - smartphone/data
 10s - iPhone Era!
The Briefest History of Mobile

 Oct 13, 1983 - The first commercial cell phone call was
 placed on to the grandson of Alex...
The Briefest History of Mobile

 May 28, 1985 - CTIA held the first wireless industry
 convention.
The Briefest History of Mobile

 1999 - Motorola StarTac unveiled, becomes the first
 portable to weigh less than one pound.
The Briefest History of Mobile

 2003 - Palm Treo 600,the first widely accepted
 “convergence device”
The Briefest History of Mobile


 2004 - Motorola RAZR comes to market
The Briefest History of Mobile


 2005 - Apple’s first attempt at “fixing” the mobile industry
The Briefest History of Mobile




           Courtesy Wired Magazine
The Briefest History of Mobile

 June 29, 2007 - iPhone
The Briefest History of Mobile

 July 11, 2008 - Apple App Store
The Briefest History of Mobile

 July 11, 2008 - death of “on deck” model
The Mythical “Year of Mobile”
The Mythical “Year of Mobile”

 This is an inside joke to those in the mobile industry. At
 nearly every conference on the...
The Mythical “Year of Mobile”

 Those of us who have been privileged enough to
 withstand this recurring and seemingly end...
The Mythical “Year of Mobile”

 Pro tip: If you want to make it seem like you know a lot
 about the mobile industry, ask i...
The Mythical “Year of Mobile”

The recipient will either be impressed or roll their eyes
 at you. If they do engage, it’s ...
The Mythical “Year of Mobile”

The International Telecommunication Union estimated
 that mobile cellular subscriptions wor...
So Now What?
So Now What?

As publishers, you have access to lots of great content.
Users are looking for great content.
How do you con...
So Now What?

How do you make your content the most appealing?
How much is your content worth?
Apps? Mobile Web?
So Now What?

Too many choices, not enough data points.
What’s the best move for your brand and your culture?
So Now What?
We must, as an industry, define and deploy best
practices that drive the industry forward.
This mentality of c...
Constraints
Constraints


          Small screen.
Constraints


       Short attention span.
Constraints


        Demand for quality.
Constraints


          Eye fatigue.
Constraints


        Development costs.
Constraints


          Gatekeepers.
Opportunities
Opportunities


          Immediate.
Opportunities


           Personal.
Opportunities


           Custom.
Opportunities


          Measurable.
Opportunities


            Fast.
Opportunities


          Moore’s Law.
So Many Options...
So Many Options...
 Where to begin?
 What platform?
 What apps to build?
 All-in-one or discreet apps for each title?
 How...
So Many Options...


   Mobile is worth it.
   Don’t be frightened by jargon and terminology.
So Many Options...
              Don’t be intimidated.
   Knowing what your options are will help you
    understand the r...
Platforms
Platforms
 iPhone
 Android
 BlackBerry
 Palm
 Windows Mobile
 Symbian
iPhone/iPad
iPhone/iPad
The most popular mobile Internet device.
iPhone SDK enables third party developers to create
applications to r...
App Store
App Store
Coexists with Apple’s iTunes Music Store.
Divided by category.
Over 2 billion downloads to date.
Approximately 2...
Android Platform
Android Platform

Google spearheaded the project and created a group
of more than 30 technology and mobile companies to
de...
Android Market
Android Market
User experience is very similar to that of YouTube.
Developer create application and use a self-service
mod...
BlackBerry
BlackBerry
A new contender in this arena.
RIM has announced new features to the BlackBerry
development world, including Op...
BlackBerry App World
BlackBerry App World
Very high price points.
Limited functionality.
Multiple handsets.
No centralized payment system.
The ...
Palm
Palm
Palm had a stronghold on the US smartphone market
in the 2000s, but dropped off as users switched to
BlackBerry devic...
Windows Mobile
Windows Mobile
Microsoft’s Mobile operating system
Windows Mobile resembles other Windows operating
systems, which makes i...
Symbian
Symbian
Symbian is very popular abroad.
Nokia is Symbian’s biggest customer.
Symbian has a number of user interface platfo...
Section 2 - Strategy
Pitfalls of each platform
Pitfalls of each platform
 Choosing a platform should be done with the utmost
 care and consideration for your customers.
...
Pitfalls of each platform
 In my opinion, there are four primary mobile
 development platforms:
 iPhone/iPad
 Android
 Win...
Pitfalls of each platform
 iPhone/iPad
 Most attention from consumers and biggest opportunity
 for press attention, but al...
Pitfalls of each platform
 Android
 Open platform, pros and cons associated with this.
 Not very high adoption rates.
 Har...
Pitfalls of each platform
 Windows Mobile
 Windows Mobile 7, the newest operating system, will
 be announced in 2010 and d...
Pitfalls of each platform
 Symbian
 Nothing particularly notable about this platform except
 for its scale.
 Pre-iPhone, S...
Process of Building an App
Process of Building an App

 Be very honest with yourself about what you are trying
 to achieve.
Process of Building an App

 Determine a plan of attack for the next 12 months
 before approaching anyone about an app str...
Process of Building an App

 Talk to everyone. Learn as much as you can before
 committing to a vendor.
 Vendors make mone...
Process of Building an App

 Don’t choose the easiest path to deployment.
Process of Building an App

 Expect to pay between $20,000 and $100,000 for an
 application, regardless of platform.
Process of Building an App
 Test on all devices, all operating systems.
 Users are not forgiving when it comes to bugs fro...
Distribution of Apps
Distribution of Apps
 You’re not married to the platform’s primary App Store.
Distribution of Apps
 ...But you should be.
 Don’t dilute your brand.
Distribution of Apps
 Pricing is key.
 Adhere to the pricing guidelines of the platform you
 choose.
Distribution of Apps
 $4.99 on App Store is the sweet spot.
 $2.99 base price on BlackBerry App World.
Launch Day
Launch Day
Work closely with your marketing team to ensure that
your app is on brand in every facet, including app icons
a...
Launch Day
Speak with press 1-2 weeks before the application
launches and provide them with screenshots of the
app’s funct...
Launch Day
Be innovative, but not too innovative.
Launch Day
Be consistent.
Measuring Success
Measuring Success
The beauty of mobile is that it’s measurable.
Measuring Success
If you can’t measure it, you can’t manage it.
Measuring Success


          1:1
Measuring Success
Pick someone on the team to be responsible for
metrics and analysis around the mobile program.

It may n...
Measuring Success
Fail quickly, iterate radiply.
Section 3 - Q&A

                  Contact information
                      Rana Sobhany
            rana.sobhany@gmail.c...
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Transcript of "Selling in Mobile Markets"

  1. 1. Selling in Mobile Markets Rana Sobhany Author, Marketing iPhone Apps (O’Reilly) rana.sobhany@gmail.com
  2. 2. About Me
  3. 3. About Me Rana Sobhany is not a marketer, at least not in the traditional sense. She is a brand storyteller who believes that polish is the key to success in creating a lasting and memorable brand. Specializing in developing customer acquisition strategies, brand positioning, and leveraging public relations as marketing, Rana applies her unique style and methodology of integrated marketing communications to promoting companies and ideas across political, nonprofit, mobile, entertainment, advertising and social channels.
  4. 4. About Me For me, Politics + Entertainment + Venture Capital + Advertising = Mobile
  5. 5. About Me BELIEF SYSTEM ABOUT MOBILE Passionate about brand vision Data-driven decision-making Metrics, metrics, metrics Rapid iteration while maintaining brand integrity Deliver the highest quality user experience possible, always.
  6. 6. Workshop Format
  7. 7. Workshop Format This workshop will be an active ideation session. ! Hour 1 - The opportunity. ! Hour 2 - Mobile strategy. ! Hour 3 - Refining ideas / Q&A. Please mark down your questions and we will address them at the end.
  8. 8. Section 1 - Opportunity
  9. 9. Digital Content
  10. 10. Digital Content Before we discuss mobile, we must first evaluate digital.
  11. 11. Digital Content Digital is sort of the opposite of publishing.
  12. 12. Digital Content Digital took what was the value of publishers, content, and commoditized it by reducing the price point to free. This is highly disruptive to the industry and caused panic.
  13. 13. Digital Content Moving from print to digital is challenging for any industry but particularly for publishers. Digital brought with it disintermediation and disruption. Immediacy without value exchange.
  14. 14. Digital Content How can publishers stay relevant in an environment like this? Great content. Curation. Quality. Subscription?
  15. 15. Mobile Content
  16. 16. Mobile Content There is good news... mobile is more like print than digital is.
  17. 17. Mobile Content Readily available. Engagement on the users’ terms Short bursts of usage.
  18. 18. Mobile Content Mobile provides a perfect hybrid of traditional and digital, made small and compact and always on.
  19. 19. Mobile Content Monetary exchange for content (if you want)
  20. 20. The Briefest History of Mobile
  21. 21. The Briefest History of Mobile Mobile and digital have been parallel universes
  22. 22. The Briefest History of Mobile Mobile has historically been about utility whereas digital has shined in the arena of real-time feedback and conveyance of information.
  23. 23. The Briefest History of Mobile Because mobile has been about utility, few have been thinking about the opportunity for publishing. People have been focused on phone calls.
  24. 24. The Briefest History of Mobile 80s - carriers 90s - size of cell phone 00s - smartphone/data 10s - iPhone Era!
  25. 25. The Briefest History of Mobile Oct 13, 1983 - The first commercial cell phone call was placed on to the grandson of Alexander Graham Bell in Germany from the president of Ameritech Mobile Communications.
  26. 26. The Briefest History of Mobile May 28, 1985 - CTIA held the first wireless industry convention.
  27. 27. The Briefest History of Mobile 1999 - Motorola StarTac unveiled, becomes the first portable to weigh less than one pound.
  28. 28. The Briefest History of Mobile 2003 - Palm Treo 600,the first widely accepted “convergence device”
  29. 29. The Briefest History of Mobile 2004 - Motorola RAZR comes to market
  30. 30. The Briefest History of Mobile 2005 - Apple’s first attempt at “fixing” the mobile industry
  31. 31. The Briefest History of Mobile Courtesy Wired Magazine
  32. 32. The Briefest History of Mobile June 29, 2007 - iPhone
  33. 33. The Briefest History of Mobile July 11, 2008 - Apple App Store
  34. 34. The Briefest History of Mobile July 11, 2008 - death of “on deck” model
  35. 35. The Mythical “Year of Mobile”
  36. 36. The Mythical “Year of Mobile” This is an inside joke to those in the mobile industry. At nearly every conference on the topic in the past decade, there has been a panel that is either about or references the “Year of Mobile”. Those of us who have been privileged enough to withstand this recurring and seemingly endless reference tend to agree that 2010 will be the year.
  37. 37. The Mythical “Year of Mobile” Those of us who have been privileged enough to withstand this recurring and seemingly endless reference tend to agree that 2010 will be the year.
  38. 38. The Mythical “Year of Mobile” Pro tip: If you want to make it seem like you know a lot about the mobile industry, ask if someone really thinks this is the year of mobile.
  39. 39. The Mythical “Year of Mobile” The recipient will either be impressed or roll their eyes at you. If they do engage, it’s up to you to keep up! (Mobile industry professionals love jargon.)
  40. 40. The Mythical “Year of Mobile” The International Telecommunication Union estimated that mobile cellular subscriptions worldwide would reach approximately 4.6 billion by the end of 2009.
  41. 41. So Now What?
  42. 42. So Now What? As publishers, you have access to lots of great content. Users are looking for great content. How do you connect the dots?
  43. 43. So Now What? How do you make your content the most appealing? How much is your content worth? Apps? Mobile Web?
  44. 44. So Now What? Too many choices, not enough data points. What’s the best move for your brand and your culture?
  45. 45. So Now What? We must, as an industry, define and deploy best practices that drive the industry forward. This mentality of collective ideation and standardization was very successful in mobile advertising, and specifically on and around the iPhone space.
  46. 46. Constraints
  47. 47. Constraints Small screen.
  48. 48. Constraints Short attention span.
  49. 49. Constraints Demand for quality.
  50. 50. Constraints Eye fatigue.
  51. 51. Constraints Development costs.
  52. 52. Constraints Gatekeepers.
  53. 53. Opportunities
  54. 54. Opportunities Immediate.
  55. 55. Opportunities Personal.
  56. 56. Opportunities Custom.
  57. 57. Opportunities Measurable.
  58. 58. Opportunities Fast.
  59. 59. Opportunities Moore’s Law.
  60. 60. So Many Options...
  61. 61. So Many Options... Where to begin? What platform? What apps to build? All-in-one or discreet apps for each title? How to measure? ...Why bother?
  62. 62. So Many Options... Mobile is worth it. Don’t be frightened by jargon and terminology.
  63. 63. So Many Options... Don’t be intimidated. Knowing what your options are will help you understand the right path for you and your organization to take.
  64. 64. Platforms
  65. 65. Platforms iPhone Android BlackBerry Palm Windows Mobile Symbian
  66. 66. iPhone/iPad
  67. 67. iPhone/iPad The most popular mobile Internet device. iPhone SDK enables third party developers to create applications to run on the device, as well as web applications that are specifically designed for the iPhone. The iPhone SDK development is done with the Cocoa Touch framework and Objective-C. Must be developed on a Mac.
  68. 68. App Store
  69. 69. App Store Coexists with Apple’s iTunes Music Store. Divided by category. Over 2 billion downloads to date. Approximately 200,000 applications available.
  70. 70. Android Platform
  71. 71. Android Platform Google spearheaded the project and created a group of more than 30 technology and mobile companies to develop the Android mobile platform. Android is an open source operating system for mobile The first Android device was the HTC G1, released on T-Mobile and available October 2008. The development language for Android is Java.
  72. 72. Android Market
  73. 73. Android Market User experience is very similar to that of YouTube. Developer create application and use a self-service model to post and promote their applications. Payment is a recent addition to Android Market. No friction, but no quality control.
  74. 74. BlackBerry
  75. 75. BlackBerry A new contender in this arena. RIM has announced new features to the BlackBerry development world, including Open GL, the 5.0 API library, and Widgets. BlackBerry is an enterprise device. Development is done in Java.
  76. 76. BlackBerry App World
  77. 77. BlackBerry App World Very high price points. Limited functionality. Multiple handsets. No centralized payment system. The “LinkedIn” of mobile platforms.
  78. 78. Palm
  79. 79. Palm Palm had a stronghold on the US smartphone market in the 2000s, but dropped off as users switched to BlackBerry devices and iPhones. Development is done in C, C++, Pascal, and more recently webOS for Palm Pre and newer Palm devices. webOS enables background process support, updating the line to keep up with other players in the market.
  80. 80. Windows Mobile
  81. 81. Windows Mobile Microsoft’s Mobile operating system Windows Mobile resembles other Windows operating systems, which makes it quite easy for the end user to learn. Thousands of applications are available for Windows Mobile, such as word processing, personal information management, e-mail, etc. The typical development languages for Windows Mobile are Visual C++, .NET, and Java.
  82. 82. Symbian
  83. 83. Symbian Symbian is very popular abroad. Nokia is Symbian’s biggest customer. Symbian has a number of user interface platforms, such as Nokia's Series 40, Series 60, and Series 80. Symbian development is done mainly in C++. Symbian is the most difficult to master, and thus the most expensive.
  84. 84. Section 2 - Strategy
  85. 85. Pitfalls of each platform
  86. 86. Pitfalls of each platform Choosing a platform should be done with the utmost care and consideration for your customers. Where are your efforts best spent?
  87. 87. Pitfalls of each platform In my opinion, there are four primary mobile development platforms: iPhone/iPad Android Windows Mobile Symbian
  88. 88. Pitfalls of each platform iPhone/iPad Most attention from consumers and biggest opportunity for press attention, but also a very crowded space. Apple is a gatekeeper and it is very difficult to plan launches. Hardware is expensive and there is “application etiquette” to adhere to on the App Store.
  89. 89. Pitfalls of each platform Android Open platform, pros and cons associated with this. Not very high adoption rates. Hardware fragmentation.
  90. 90. Pitfalls of each platform Windows Mobile Windows Mobile 7, the newest operating system, will be announced in 2010 and deployed shortly thereafter. Windows Mobile 6.5 is the intermediate operating system. OEM relationships make it hard for developers.
  91. 91. Pitfalls of each platform Symbian Nothing particularly notable about this platform except for its scale. Pre-iPhone, Symbian was a premium brand. Nokia+Symbian relationship makes it more compelling for the global market.
  92. 92. Process of Building an App
  93. 93. Process of Building an App Be very honest with yourself about what you are trying to achieve.
  94. 94. Process of Building an App Determine a plan of attack for the next 12 months before approaching anyone about an app strategy.
  95. 95. Process of Building an App Talk to everyone. Learn as much as you can before committing to a vendor. Vendors make money by confusing you.
  96. 96. Process of Building an App Don’t choose the easiest path to deployment.
  97. 97. Process of Building an App Expect to pay between $20,000 and $100,000 for an application, regardless of platform.
  98. 98. Process of Building an App Test on all devices, all operating systems. Users are not forgiving when it comes to bugs from a brand they respect.
  99. 99. Distribution of Apps
  100. 100. Distribution of Apps You’re not married to the platform’s primary App Store.
  101. 101. Distribution of Apps ...But you should be. Don’t dilute your brand.
  102. 102. Distribution of Apps Pricing is key. Adhere to the pricing guidelines of the platform you choose.
  103. 103. Distribution of Apps $4.99 on App Store is the sweet spot. $2.99 base price on BlackBerry App World.
  104. 104. Launch Day
  105. 105. Launch Day Work closely with your marketing team to ensure that your app is on brand in every facet, including app icons and messaging within the app description.
  106. 106. Launch Day Speak with press 1-2 weeks before the application launches and provide them with screenshots of the app’s functionality and value proposition to users.
  107. 107. Launch Day Be innovative, but not too innovative.
  108. 108. Launch Day Be consistent.
  109. 109. Measuring Success
  110. 110. Measuring Success The beauty of mobile is that it’s measurable.
  111. 111. Measuring Success If you can’t measure it, you can’t manage it.
  112. 112. Measuring Success 1:1
  113. 113. Measuring Success Pick someone on the team to be responsible for metrics and analysis around the mobile program. It may not be the obvious choice.
  114. 114. Measuring Success Fail quickly, iterate radiply.
  115. 115. Section 3 - Q&A Contact information Rana Sobhany rana.sobhany@gmail.com
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