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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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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
  • Transcript

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      Copyright © 2010 SPB Software – Do not copy, do not publish without permission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      Copyright © 2010 SPB Software – Do not copy, do not publish without permission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

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