Deploying Your iPhone Applications
    Lessons from the Trenches
           The New CD

           William Volk
         C...
A Developer and Publisher of Social Games

 • Published 1st iPhone web games at launch
 • 15 Apps in the Apple iPhone App ...
Who is this guy?
Life Before The App Store


             VEGETA!
What does the scouter say is the cost of
  launching a BREW app on Verizo...
IT’S OVER
Apple’s App Store
1.   iTunes: An accepted unified billing solution
2.   On-Device and side loading purchases
3.   AT&T (e...
The Dream …

• iShoot - $37,000 earned in a day

• Trism - $250,000 earned in a month

• iFart - $40,000 in two days

• Ta...
The Reality …

• Free Apps 10:1 over Paid App Downloads

• Most apps - less than 1000 downloads total

• Many apps - sell ...
Success of the Fittest

Power Curve: Daily Sales = 15000 * Ranking ^ -0.75




9   PlayScreen, LLC.              From: Ajn...
Reviews and Press
                 matter …
Pre-publicity leads to a strong launch
Press and good reviews can boost sales….
… but being featured is
                    best
“What’s Hot” or “New and Noteworthy” boosts daily sales 20x

Moving up in...
What Does Apple Care
                     About?
                          EVERYTHING!
• The App - Does it make the iPhone...
App Success

iPhone-ness, “The elusive quality of iPhone feel.”
•   Does the app FEEL like a iPhone app?

•   Multitouch, ...
Stupid App Tricks

    Hey, let’s launch a TOPICAL GAME!




• You can’t predict Apple’s approval time
• Apple rejects/del...
Stupid App Tricks 2

      Making the “Holiday Rush”
• Don’t rush your releases
• Polish, polish and then polish
• Extende...
What’s Next?

• Other App Stores “figure it out”
• Flash Pro CS5 - Many More iPhone Apps?
• Apple Tablet - Plan ahead now
...
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Deploying Your iPhone Applications, Lessons from the Trenches

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Fifty Million iPhone and iPod touches, Two Billion Downloads ... the iPhone App store looks great. The harsh reality that there are over 75,000 applications competing in this market. The sad truth? Most paid apps will lose money. With fifteen of our own apps in the store, four of which have been featured by Apple, we have learned a good deal about the App Store and how to market your app successfully to the iPhone and iPod touch user. Success begins at the start, with a clear understanding of what works on the iPhone and what it takes to get Apple to notice your App. I'll share the stories of success and failure from our and other's efforts.

Published in: Technology
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  • I believe that dual launches on Facebook and iPhone may make sense for some products.
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  • Great thanks for the presentation. The figures for 'The Dream' are often discussed but figures for the reality are hard to come by. Some transparency of historical data would be great for someone looking at investing in developing a serious application.
    Obviously getting in the top 100 or being picked up by apple will boost sales but what other strategies are there to promote a decent product that you suspect there is demand for?
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Deploying Your iPhone Applications, Lessons from the Trenches

  1. 1. Deploying Your iPhone Applications Lessons from the Trenches The New CD William Volk CEO PlayScreen
  2. 2. A Developer and Publisher of Social Games • Published 1st iPhone web games at launch • 15 Apps in the Apple iPhone App Store • Five on Google Android App Market • Apps launched on Palm Pre App Catalog • Four titles featured by Apple • Latest iPhone Game Match 3D is a success 2 PlayScreen, LLC
  3. 3. Who is this guy?
  4. 4. Life Before The App Store VEGETA! What does the scouter say is the cost of launching a BREW app on Verizon?
  5. 5. IT’S OVER
  6. 6. Apple’s App Store 1. iTunes: An accepted unified billing solution 2. On-Device and side loading purchases 3. AT&T (etc.) relinquishes control of app sales 4. Low friction for publishers and consumers The Result? 74% of iPhone users download apps (48% other Smartphones, 12% all phones). Over 2 Billion downloads, More than 75,000 apps A model yet to be replicated by any other company…
  7. 7. The Dream … • iShoot - $37,000 earned in a day • Trism - $250,000 earned in a month • iFart - $40,000 in two days • Tap Tap Revenge - Over 2m downloads • iSteam - $100,000 in it’s first month of sales • Flick Fishing - 1 Million Sold 7
  8. 8. The Reality … • Free Apps 10:1 over Paid App Downloads • Most apps - less than 1000 downloads total • Many apps - sell only a few copies a day (or none) • Advertising? Current networks $0.50 eCPM • Other App Markets - FAIL • Ranking system favors $0.99 Apps 8
  9. 9. Success of the Fittest Power Curve: Daily Sales = 15000 * Ranking ^ -0.75 9 PlayScreen, LLC. From: Ajnaware’s Weblog
  10. 10. Reviews and Press matter … Pre-publicity leads to a strong launch Press and good reviews can boost sales….
  11. 11. … but being featured is best “What’s Hot” or “New and Noteworthy” boosts daily sales 20x Moving up into top rankings sustains sales
  12. 12. What Does Apple Care About? EVERYTHING! • The App - Does it make the iPhone look cool? • License matters - 60% of top 10 all time sellers. • The Icon, The Description - Will it draw attention? • The ‘Minisite’, Videos - Does they show off the product? • Reviews - YES, they do matter. Every single bit of Match3D’s presentation it top-notch. The radial menus, touchable icons, and the 3D graphics are clean and colorful. … I kind of appreciate the love that PlayScreen has clearly put into this game. It looks fantastic, and it is abundantly clear that they spent some extra time putting that bit of polish on the thing. - 4ColorRebellion
  13. 13. App Success iPhone-ness, “The elusive quality of iPhone feel.” • Does the app FEEL like a iPhone app? • Multitouch, Accelerometer • That “iPhone App” look Launch Strategy • Free app at the same time as paid app. Link to App Store • Mod release dates upon acceptance • Get reviews via promotion • Update OFTEN
  14. 14. Stupid App Tricks Hey, let’s launch a TOPICAL GAME! • You can’t predict Apple’s approval time • Apple rejects/delays political apps • Pre Publicity is wasted if the app is delayed • If the topic is stale, this can backfire
  15. 15. Stupid App Tricks 2 Making the “Holiday Rush” • Don’t rush your releases • Polish, polish and then polish • Extended beta with outside testers is a must • "A late game is only late until it ships. A bad game is bad until the end of time." - Shigeru Miyamoto.
  16. 16. What’s Next? • Other App Stores “figure it out” • Flash Pro CS5 - Many More iPhone Apps? • Apple Tablet - Plan ahead now • Will there be a shakeout? • If you can make it there, you can make it anywhere (take your iPhone apps to new platforms)

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