VisionMobile - The science of speaking to mobile app developers

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A presentation about folks who are supposed to use APIs for developing mobile apps.

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VisionMobile - The science of speaking to mobile app developers

  1. 1. Copyright VisionMobile 2014Copyright VisionMobile 2012 The science of speaking to mobile app developers API Strategy Conference | Amsterdam | March 2014 Michael Vakulenko
  2. 2. Copyright VisionMobile 2014 2 This talk is about folks who are supposed to use APIs for developing mobile apps
  3. 3. Copyright VisionMobile 2014 Understand developers If you could speak to 7,000 app developers, what would you ask them? engage developers Outreach,  tools  and  messaging  to  reach   and  engage  developers   Design Developer-driven Business Models VisionMobile | The analysts of the developer economy We  help  companies  understand,  reach  developers  and  design  developer-­‐driven  business  models   Brand-Name clients trusted by the top names in tech Digital ecosystem experts Thought leaders in the economics of digital ecosystems Media coverage Recognised by the leading tech media Thought-leading research and workshops on software strategies and developer- driven business models Developer Economics 2014 6th ed. 3
  4. 4. Copyright VisionMobile 2014 API is an extension of business model as opposed to having a business model of its own 4 Distribution channel Data harvesting Product extension value creation value capture value delivery API as a product IT architecture Sales channel
  5. 5. Copyright VisionMobile 2014 API can extend business models in several ways most imply indirect monetisation treating developers as partners 5 API as a examples API benefits developer role API revenue model IT architecture New York Times, Netflix, Amazon flexibility, cost savings employee, contractor, supplier, client n/a product extension Fedex, Eventbrite, FitBit, Salesforce AppExchange product differentiation and user lock-in partner free data harvesting Facebook Like, Google+ ID, Twitter user intelligence, user-generated data partner free distribution channel Netflix, Google Play wider user reach partner free sales channel Walgreens, Amazon affiliates increased sales of the core product partner developer is paid product Twilio, Salesforce Platform direct revenues customer developer pays
  6. 6. Copyright VisionMobile 2014 API can extend business models in several ways most imply indirect monetisation treating developers as partners 6 API as a examples API benefits developer role API revenue model IT architecture New York Times, Netflix, Amazon flexibility, cost savings employee/ contractor n/a product extension Fedex, Salesforce AppExchange, FitBit product differentiation and user lock-in partner free data harvesting Facebook ID, Google +, Twitter user intelligence user-generated data partner free distribution channel Netflix, wider user reach partner free sales channel Walgreens, Amazon affiliates increased sales of the core product partner developer is paid product Twilio, Salesforce Platform direct revenues customer developer pays 3rd party developers are the key to the success of most API business model extensions
  7. 7. Copyright VisionMobile 2014 …but, developer attention is limited key challenge is breaking through noise competing platforms Developer mindshare leaders telco API and app stores telecom overlaysplethora of dev tools chipset makers handset makers 7
  8. 8. Copyright VisionMobile 2014 Key for getting developer attention is to understand: 8 What do developers want to get done?
  9. 9. Copyright VisionMobile 2014 VisionMobile Developer Segmentation Model: Jobs-to-be-done approach + hard data 9
  10. 10. Copyright VisionMobile 2014 8 app developer segments motives/outcomes/success metrics 10
  11. 11. Copyright VisionMobile 2014 Different segments define success in their own ways 11
  12. 12. Copyright VisionMobile 2014 Revenues are the primary goal for only half of developers 12
  13. 13. Copyright VisionMobile 2014 The hierarchy of developer needs 13
  14. 14. Copyright VisionMobile 2014 If developers were hobbits… 14 more at DeveloperEconomics.com
  15. 15. Copyright VisionMobile 2014 Copyright VisionMobile 2011 Knowledge. Passion. Innovation.Let’s talk! michael@visionmobile.com Michael Vakulenko | Strategy Director | @mvakulenko Updated: 12 November 2010 uses data from: Developer Segmentation 2013 The definitive study of developer segments and the hierarchy of developer motivations visionmobile.com/Segmentation2013
  16. 16. Copyright VisionMobile 2014 Copyright VisionMobile 2011 Knowledge. Passion. Innovation. Updated: 12 November 2010

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