Everyone knows how to code, now try to sell it: mobile TV example<br />Olga Steidl, SPB Software:<br />
What is it about?<br />
1<br />The challenges for a software developer in the mobile world  <br />
2<br />Monetization<br />
3<br />Storytelling <br />
1) Building brands<br />2) User engagement3) Service discoverability<br />
Product<br />
120 currency-calculators<br />from zero to 5 USD…and one of theseis yours!<br />
<ul><li>150+ TV channels & VOD
Winner ADC2
TV technology for MOs</li></li></ul><li>
1) Port from other platforms<br />2) Don’t be a calculator #1213) Think bigger!<br />
Price<br />
ANDROID USERS DO NOT PAY!<br />
1) Make it FREE <br />2) Make it FREE!!<br />3)Analyze similar apps to find your price<br />4) Sell technology<br />
Place<br />
1) Android Market<br />2) GetJar<br />3)Handango etc.<br />4) Carrier stores<br />
Promotion (money)<br />
1) Building brands<br />2) User engagements3) Services discoverable<br />
3<br />Storytelling <br />
developer, developer, developer…<br />..but not any more, baby!<br />It’s now<br />advertiser, advertiser…<br />
Pictures taken from Apple‘s press-conference, Steve Jobs, 08/April/2010, Cupertino, CA<br />Copyright © 2010 SPB Software ...
Pictures taken from Apple‘s press-conference, Steve Jobs, 08/April/2010, Cupertino, California<br />Copyright © 2010 SPB S...
Developers:Building branded productswill be big next year.<br />
Customized Branded TV<br />
Customized Branded Interface<br />
Embedded‘EmotionalAdvertising’<br />
Summary<br />
Summary market situation:<br /><ul><li> “me-too programs” will not work   anymore in 2011.
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Everyone knows how to code, now try to sell it. - Olga Steidl, SPB Software - droidcon.be 2011

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  • Hello guys,Today my topic is Everyone knows how to code now try to sell it. Before I start let me ask you… How is a developer here? GreatHow Is marketing person, business development manager or sales manager?As for me, I’m on business side. I have been leading marketing department at SPB Software for the last 5 years. Having IT education, but being in love with marketing, I consult IT, telecommunication companied and start-ups on how they can make money on their technologies.
  • So what is it all about?
  • From my point of you a lot of developers now understand crucial value of mobile in now life. I see thousands of apps each month, great developers. And I always think, if these professionals could only do some little steps in marketing they would increase the value of the product, the perceptional value of their products. I will give you some examples of problems we faced while promoting our apps
  • Secondly, in this presentation I will give some ideas and tip how you can position and promote your Android apps
  • I will also give you some examples how we did it and where we are now
  • Let’s start with 3 points. Developing and promoting an app you should think about 3 thing:Building brands (not only your own, but in case of agencies your customer brands)User EngagementService discoverability
  • `Nothing new on this slide, I’m marketing manager I think in terms of 4p
  • So product
  • Now in Android market you can find 120. I can imagine how this people thought. I will make a better calculator than any other. May be they really developed the best one, but they failed to sell it
  • When we started to develop for android, we started with porting applications from other platforms.
  • In our case we
  • Price point
  • Selling company- Adding ads
  • Selling company- Adding ads
  • I will also give you some examples how we did it and where we are now
  • Price point
  • Price point
  • Everyone knows how to code, now try to sell it. - Olga Steidl, SPB Software - droidcon.be 2011

    1. 1. Everyone knows how to code, now try to sell it: mobile TV example<br />Olga Steidl, SPB Software:<br />
    2. 2. What is it about?<br />
    3. 3. 1<br />The challenges for a software developer in the mobile world <br />
    4. 4. 2<br />Monetization<br />
    5. 5. 3<br />Storytelling <br />
    6. 6. 1) Building brands<br />2) User engagement3) Service discoverability<br />
    7. 7.
    8. 8. Product<br />
    9. 9. 120 currency-calculators<br />from zero to 5 USD…and one of theseis yours!<br />
    10. 10. <ul><li>150+ TV channels & VOD
    11. 11. Winner ADC2
    12. 12. TV technology for MOs</li></li></ul><li>
    13. 13.
    14. 14. 1) Port from other platforms<br />2) Don’t be a calculator #1213) Think bigger!<br />
    15. 15. Price<br />
    16. 16. ANDROID USERS DO NOT PAY!<br />
    17. 17. 1) Make it FREE <br />2) Make it FREE!!<br />3)Analyze similar apps to find your price<br />4) Sell technology<br />
    18. 18. Place<br />
    19. 19. 1) Android Market<br />2) GetJar<br />3)Handango etc.<br />4) Carrier stores<br />
    20. 20. Promotion (money)<br />
    21. 21. 1) Building brands<br />2) User engagements3) Services discoverable<br />
    22. 22. 3<br />Storytelling <br />
    23. 23. developer, developer, developer…<br />..but not any more, baby!<br />It’s now<br />advertiser, advertiser…<br />
    24. 24. Pictures taken from Apple‘s press-conference, Steve Jobs, 08/April/2010, Cupertino, CA<br />Copyright © 2010 SPB Software – Do not copy, do not publish without permission<br />
    25. 25. Pictures taken from Apple‘s press-conference, Steve Jobs, 08/April/2010, Cupertino, California<br />Copyright © 2010 SPB Software – Do not copy, do not publish without permission<br />
    26. 26. Developers:Building branded productswill be big next year.<br />
    27. 27. Customized Branded TV<br />
    28. 28. Customized Branded Interface<br />
    29. 29. Embedded‘EmotionalAdvertising’<br />
    30. 30. Summary<br />
    31. 31. Summary market situation:<br /><ul><li> “me-too programs” will not work anymore in 2011.
    32. 32. Advertising is strongly upcoming.
    33. 33. Branded apps will be big in 2011.
    34. 34. “emotional ads” will challenge media companies and developers.</li></li></ul><li>Thank youOlga@spb.com<br />mmm… lunch time!!<br />

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