App Store - a New Way to Sell Software,         Media, and Anything Digital          Elastic Path CTO         Wireless Ind...
Introducing  Elastic Path Software      • Provides an enterprise ecommerce platform, hosting,        full outsourcing, and...
Application Store  Developers                      Store Operator              Shoppers                Approval           ...
App Stores for Hardware Platforms                Smart      60+                phones     Manufacturers: Apple, RIM, Samsu...
App Stores for Software Platforms                Java store                    Oracle (Sun)                Windows Mobile ...
App Stores for Enterprises    MobileIron    AppCentral    Citrix Dazzle                             Source: http://www....
App Store Race will Lead to Hundreds of App Stores in2013    “The launch of the Apple App Store in 2008 has      started a...
Elastic Path™
App Store Business Objective            The main goal of an app store is to     increase the attractiveness of a hardware ...
Comparing E-store & App Store Business Goals     E-store             App Store     Increase revenue   Increase the appea...
E-store      Shoppers               Store Operator                 EcommerceElastic Path™
Marketplace                     Vendors                Marketplace  Shoppers                Ecommerce                     ...
App Store                     Vendors/Developers                App Store                Marketplace  Shoppers            ...
Current State of App Stores  iTunes imitations  Basic ecommerce functionality  Work great only for top ranking   applic...
APP STORE - NEXT GENERATIONElastic Path™
Digital Marketplace - App Store Next Generation Advanced ecommerce functionality modified for  marketplace environment O...
Applying Ecommerce Techniques  SEO                 Personalized  Loyalty programs     recommendations  Better navigati...
Time for Innovation  Analytics  Promotions  Merchandizing  End-users support  New business modelsElastic Path™
In-app Commerce Support  Upgrade to paid versions  Selling virtual goods  Selling content  Selling other applications ...
What I Own vs. What I Bought  Make applications always available to the user  Upgrade management  Device compatibility ...
App Stores – From the Developer’s Perspective        Who is going to deliver the sale?        • WIP is currently tracking ...
How can I attract and help developers?        • Ease of submission/approval of apps                • Submitting apps for a...
How can I attract and help developers?        • Help with marketing                • Promotion (push)                   – ...
How can I attract and help developers?        • Enable customer support and relationships                • Help developers...
Q&A                www.elasticpath.com/resourcesElastic Path™
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App Store, A New Way To Sell Software, Media And Anything Digital

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The main objective of an app store is to increase the attractiveness of a hardware or software platform to the end users by engaging 3rd party developers to increase a platform's capabilities. Initially app stores were mostly focused on users of mobile devices, however today, new, more specialized app stores are coming online that target businesses as well as consumers.

Watch this on-demand webinar to learn about the current state of app stores, future trends, and how technology companies and network operators can leverage this new business model to drive adaptation of their platform and generate additional revenue.

Featuring: Michael Vax, CTO, Elastic Path Software, Matt Dion, VP of Marketing, Elastic Path Software, and special guest Carlo Longino from Wireless Partnership Industry (WIP)

Published in: Technology, Business

App Store, A New Way To Sell Software, Media And Anything Digital

  1. 1. App Store - a New Way to Sell Software, Media, and Anything Digital Elastic Path CTO Wireless Industry Elastic Path VP Michael Vax Partnership’s Carlo Marketing Matt Dion Longino Listen to audio using your computer’s microphone & speakers (VoIP) or dial in: United States: +1 323 417 4600 United Kingdom: +44 (0) 121 368 0265 Access Code: 409-829-616Elastic Path™
  2. 2. Introducing Elastic Path Software • Provides an enterprise ecommerce platform, hosting, full outsourcing, and consulting • Gives enterprises the flexibility to move between these models at any time • #1 ecommerce blog www.getelastic.com • For more on-demand ecommerce resources: www.elasticpath.com/resourcesElastic Path™
  3. 3. Application Store Developers Store Operator Shoppers Approval Purchase New Apps Payment Revenue(20-30%) App StoreElastic Path™
  4. 4. App Stores for Hardware Platforms Smart 60+ phones Manufacturers: Apple, RIM, Samsung, LG, Motorola, Nokia, ... Operators: Orange, Verizon Wireless, China Mobile, Sprint, ... TV’s Verizon, Samsung, KT, Rallycast, ... eReaders Amazon, Sony, Samsung, ... Printers HP Netbooks Intel, Acer... PC Dell, Citrix Home Control4 automation monitorsElastic Path™
  5. 5. App Stores for Software Platforms Java store Oracle (Sun) Windows Mobile Microsoft Android Google Facebook Facebook AIR Marketplace Adobe Photoshop Marketplace Force.com Salesforce Oneforty Twitter Selling Manager eBay Google Apps Marketplace Google Intuit Workplace App Center Intuit Planned for 2010 PayPal/eBayElastic Path™
  6. 6. App Stores for Enterprises MobileIron AppCentral Citrix Dazzle Source: http://www.ondeego.com/Elastic Path™
  7. 7. App Store Race will Lead to Hundreds of App Stores in2013 “The launch of the Apple App Store in 2008 has started an app store race leading to 34 major application stores and hundreds of niche stores in 2009. The growing competition will lead to a decrease of Apple’s App Store market share below 30% in 2013. The market for Smartphone applications will grow to $15.6bn in 2013.” research2guidance report “Global Smartphone Application Report 2010”Elastic Path™
  8. 8. Elastic Path™
  9. 9. App Store Business Objective The main goal of an app store is to increase the attractiveness of a hardware or software platform to end users by engaging 3rd party developers to increase platform capabilitiesElastic Path™
  10. 10. Comparing E-store & App Store Business Goals E-store App Store Increase revenue Increase the appeal of a platform Increase margin Attract developers Brand awareness Deliver a quality platform experience Increase revenueElastic Path™
  11. 11. E-store Shoppers Store Operator EcommerceElastic Path™
  12. 12. Marketplace Vendors Marketplace Shoppers Ecommerce Store OperatorElastic Path™
  13. 13. App Store Vendors/Developers App Store Marketplace Shoppers Ecommerce Store OperatorElastic Path™
  14. 14. Current State of App Stores iTunes imitations Basic ecommerce functionality Work great only for top ranking applications Not enough focus on helping developers to sell Built in-house or by an SIElastic Path™
  15. 15. APP STORE - NEXT GENERATIONElastic Path™
  16. 16. Digital Marketplace - App Store Next Generation Advanced ecommerce functionality modified for marketplace environment Optimized to grow developers and store operators’ revenues Offers multiple ways to monetize intellectual property Opens multiple communication channels between developers, users, and operators Built by commercial vendors Offered as SaaS solutionElastic Path™
  17. 17. Applying Ecommerce Techniques SEO Personalized Loyalty programs recommendations Better navigation Wish lists and product Gift cards discovery Calls to action to Subscriptions increase order valueElastic Path™
  18. 18. Time for Innovation Analytics Promotions Merchandizing End-users support New business modelsElastic Path™
  19. 19. In-app Commerce Support Upgrade to paid versions Selling virtual goods Selling content Selling other applications Selling products and services delivered outside of mobile deviceElastic Path™
  20. 20. What I Own vs. What I Bought Make applications always available to the user Upgrade management Device compatibility License managementElastic Path™
  21. 21. App Stores – From the Developer’s Perspective Who is going to deliver the sale? • WIP is currently tracking 60+ app stores • Serving different platforms, geographies, devices, operators, types of app • Size is important • Official platform app stores (iPhone app store, Android market) and operator stores have scale • But so is focus • Vertical app stores (enterprise, specific industry) • Specific types of content (games, eBooks, adult)Elastic Path™
  22. 22. How can I attract and help developers? • Ease of submission/approval of apps • Submitting apps for approval is time-consuming and difficult • Display your response times and stick to them! – Have sufficient resources for review process • Make your responses thorough – If you reject an app, state why as clearly and specifically as you can • Make the process simple – If developers have to jump through hoops, they’ll take their app somewhere elseElastic Path™
  23. 23. How can I attract and help developers? • Help with marketing • Promotion (push) – Promote individual apps through “featured apps”, other means – Enable cross-promotion • Discovery (pull) – Recommendations and reviews – Social-networking aspects • Top ten lists aren’t enough!Elastic Path™
  24. 24. How can I attract and help developers? • Enable customer support and relationships • Help developers help customer – Don’t neglect support! • A bad post-purchase experience can hurt you more than it hurts the developer • Let developers share the customer relationship • Make updates easy • Allow contact with customers – to a reasonable extent • Developers and app stores want the same thing – happy customers and repeat purchases!Elastic Path™
  25. 25. Q&A www.elasticpath.com/resourcesElastic Path™

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